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Wooden Door Heroine, Qianchuan Rose — Interview with He Xuemei at Qianchuan Wooden Door Shuangliu Specialty Store

　　Keeping up with the times and grasping the market pulse, He Xuemei of Qianchuan Wooden Door Shuangliu Specialty Store is such an insightful person who can quickly perceive market changes. In the eyes of regional manager Li Li, she is a strong woman who makes men like him feel far behind; he often admires her and calls her Sister He.

　　With curiosity and an urgent desire to understand such a strong woman, the reporter entered Shuangliu.

　　Qianchuan Wooden Door Shuangliu Specialty Store He Xuemei

　　Our interview took place in the office, Sister He's office. The first impression was full of antique flavor; a set of tea utensils caught the eye, with classical furniture and layout, deep and elegant. A person who enjoys tea naturally has a passion for life, emotions, and existence. As the saying goes, "Brewing tea cultivates oneself, tasting tea is like tasting life." We also, amidst the faint tea fragrance, discussed Sister He’s connection, acquaintance, and companionship with Qianchuan, learning about her unique charm, distinctive sales philosophy, and team management ideas.

　　Choosing Qianchuan: Keeping up with the times

　　Sister He told us she initially ran a renovation company, which was doing quite well. We also saw some honors and achievements she earned at that time, so her professionalism is undeniable. In 2004, with keen insight, she discovered market changes and trends. "At that time, I noticed the industry was gradually moving towards industrialized home decoration, and the emergence of pre-assembled doors broke the market pattern dominated by unfinished doors." Thus, relying on years of home decoration experience, Sister He discovered the market opportunity for pre-assembled doors and began seeking a company that made wooden doors well.

　　At first, while visiting Fusenmei to find an agency wooden door brand, she found Qianchuan’s advertising was excellent and showed a trend towards branding, so she visited the Qianchuan factory. In the factory, she felt Qianchuan’s professionalism in door making, and chatting with the chairman strengthened her decision to choose Qianchuan. "Because the chairman comes from a woodworking background and is quite professional, which is very important; he understands technology. Overall, the two main reasons I chose Qianchuan are: one, market demand; two, the chairman’s professionalism." Sister He explained her choice of Qianchuan this way.

　　Initially, they mainly operated comprehensive stores. After gradually gaining market recognition, in 2005 they began opening specialty stores in Shuangliu and Wenjiang. "At that time, the plan was to expand one step each year because we found Qianchuan was indeed a very good brand. I once dreamed of opening ten Qianchuan specialty stores, but later, due to management difficulties, I focused my energy on Shuangliu, standardizing and refining the management of the Shuangliu specialty store and gradually developing the market work." Thus, Sister He devoted her efforts to Shuangliu, and the market performance there continuously improved. At the specialty store’s front desk, we also saw many honors, including the titles of "Excellent Dealer" in 2011 and 2012 respectively.

　　Environmental Marketing: Unspoken Words

　　When we stepped into the specialty store, the first thing we saw was an LCD TV on the wall playing Qianchuan’s products in a loop. We were warmly received by the sales staff, who led us on a store tour, served tea and water, providing very attentive service. During the visit, the reporter noticed many interesting things. On a simple modern-style door, several heart-shaped paper cuttings with smiling faces were stuck; one had a playful note saying "I am the European and American style," which made people smile. Turning a corner, we found a children’s play area with a small blackboard, globe, small stools, and the table was full of children’s toys. When the reporter asked Sister He about the purpose, she smiled and said, "This is a specially arranged children’s area to create a good shopping atmosphere for customers. When customers come to see doors, their children have something to play with, so they won’t just look and leave."

　　Sister He told us she pays great attention to the environment’s feeling for customers. A clean, comfortable, noble, and elegant shopping space is their relentless pursuit. When sales staff serve water to customers, they follow standard service methods, using trays to deliver water in glass cups. Sister He said, "We never use paper cups; the environmental protection concept aligns with Qianchuan Wooden Door’s eco-friendly philosophy. The cups are taken from the sterilizer." During the conversation, we also learned that if customers are hungry or their children need something, they can take bread and milk from the refrigerator at any time. All of this is something they have always insisted on. Once, a customer expressed deep appreciation for their meticulous service when leaving. Sister He said, "Through environmental improvements and refinements, we grasp consumers’ psychological needs. When customers see your work done so meticulously, they naturally trust and like Qianchuan more and dare to entrust you with the work. This is unspoken environmental marketing, which is more effective than words."

　　We greatly admire Sister He’s meticulous approach. Perhaps this is her uniqueness, always thinking of what others cannot and touching the deep needs of consumers’ hearts.

　　Thoughtful Service: Not Missing a Single Step

　　It has been said, "The difference in service quality is the only choice after price wars," which shows the important position of quality service in market competition; others say, "Service creates the future," because service is an effective way to retain customers and also a way to attract more customers.

　　Sister He also deeply understands the importance of service, so they have come up with many innovative service methods. Sister He told us that after customers pay a deposit, they receive a text message mainly including two aspects: one, thanking them for choosing Qianchuan Wooden Door; two, informing them they can call anytime if they have questions. After placing an order, customers receive another text message informing them that the order information has been filed and recorded, and they are sincerely served if there are any issues. Sister He said, "These two messages must be sent separately and not combined because they serve different purposes. We set the message content based on customers’ psychology. If customers didn’t leave a phone number or lost their information, they would be anxious. Such message reminders let them know they can contact us anytime, making customers feel very convenient."

　　Every day after installation, someone from the store visits the site to communicate with customers. This not only checks the installation work but also collects feedback and is responsible for establishing a group of VIP customers who can participate in points redemption activities. Sister He said that through communication, they understand customers’ views and suggestions on their service, which helps continuously improve the service system. Every year, they hold a year-end appreciation meeting, inviting some customers who have good feedback and influence on Qianchuan Wooden Door to chat in a café and provide service suggestions. Sister He said, "This not only maintains old customers but is also a great opportunity to develop new customers." Old customers are very important to them. Before the Spring Festival every year, they send couplets and provide free maintenance and waxing for wooden doors. This has been their consistent practice for nearly two years and has received good feedback.

　　Promotional Activities: No Off-Season in Sales

　　There is a saying in the wooden door industry: "Busy with promotions in the peak season, busy with marketing in the off-season." However, He Xuemei does not fully agree. She directly told the reporter, "I think there is no clear distinction between peak and off-seasons in the wooden door industry. As long as you are willing, you can do promotions even in the off-season." When the reporter showed a doubtful look at this statement, she used a vivid metaphor to explain the principle: "I never clearly separate the market into peak and off-seasons. Treating sales like harvesting leeks, you have to cut them to grow new ones. If you don't cut, it will stay the same. This quantification increases with each harvest, and sales are the same."

　　"Apart from the large-scale promotional activities arranged uniformly by the company, we proactively organize some activities to boost sales. If customers do not place orders during the promotion period, we will call to inquire," said Sister He. The sales effect of in-store promotions shows a long curve with peaks and troughs. Conducting promotions during the troughs creates small peaks again, which is undoubtedly a great way to increase sales. She believes the real off-season is only the twelfth lunar month, during which they basically do not hold activities. However, they do not stop working; a more important task is collecting customer information and preparing for the next year's opening activities.

　　Usually, when a new residential area opens, they also need to post advertisements and distribute promotional flyers everywhere to boost the sales of the specialty stores from various aspects.

　　Team Management: Leading Everyone to Grow Together

　　Before interviewing Sister He, the reporter quietly asked several staff members in the store what they thought of her. The answers were quite consistent; everyone said Sister He is very nice, and following her, they can learn a lot. Sister He also told the reporter that in management, she focuses more on emotions and management methods, treating the store employees as her brothers and sisters, so she often considers their interests.

　　On the wall of the finance office, the reporter saw a detailed work task chart posted, showing the monthly sales targets, as well as weekly and daily sales tasks and completion status clearly marked. Sister He told us this is a necessary task for them. On the 26th of each month, they hold a summary and planning meeting to review the previous month's situation and plan the next month's tasks in detail. "Every day, when there is a set of data displayed, you have a goal to strive for. This way, my employees have a sense of direction and responsibility every day," Sister He explained her intention behind this.

　　During the conversation, the reporter found that Sister He likes to quantify many things. In her view, the quality of work is directly related to the time spent. To this end, she specially designed an assessment form. Each person has their own number, and when they arrive at work in the morning, they fill in their number on the form. If you are the first to arrive, you fill in your number in a specific spot. At the end of the month, the person with the first number receives a reward, and the last one is fined. She said, "Through this form, we can clearly see everyone's attendance, so no one here is ever late." Every morning before work, everyone must attend a morning encouragement meeting, where they shout out their tasks and encouraging slogans loudly, becoming proactive and motivated people. At 1:50 pm, everyone does group exercises together, with a set time and a requirement to participate at least 20 times. Sister He said, "Doing exercises not only strengthens everyone's body but is also an effective way to show team spirit and cultural style."

　　When the reporter expressed that such quantified assessments put a lot of pressure on employees, Sister He said, "Work must have pressure to improve, and this pressure is not given by the company or me, but comes from the market and oneself. The market competition is so fierce that we definitely need pressure. At home, there are elders and children, and since we are so young, we must be responsible for our families and have a sense of self-worth. My employees also want to show their value and improve themselves."

　　Therefore, Sister He also provides employees with a high reward system, giving corresponding rewards each month based on task completion coefficients. They regularly invite professionals to train them to improve their sales skills. On the 15th of each month, they hold a study session where employees teach each other. The content is broad, including feng shui, color matching, decoration styles, professional design, as well as inspirational stories or books. Everyone shares, learns, and improves together. This was initially proposed by Sister He, who first assigned topics to each person. Now, everyone actively seeks interesting knowledge, shifting from passive to active learning, and they also discuss such topics in their WeChat group. Sister He said, "Through this method, we encourage everyone to learn proactively according to their needs, continuously improving their abilities, which shows professionalism in conversations with customers."

　　Regional Manager Li Li also mentioned, "The team led by Sister He is quite energetic. In my mind, she is a strong woman with a distinctive style. Her capable spirit makes me, as a man, feel far behind, and her attention to detail surpasses many women."

　　The reporter deeply felt this admiration during the trip to Shuangliu. Her charm gradually permeated through her words and actions, influencing those around her. Her determined gaze, gentle words, capable image, and subtle actions, accompanied by cups of fragrant and lingering tea, touched our hearts.