Sunny Glassware has been focusing on the production and research and development of glass candle jars for more than 20 years. More than 90% of the total revenue comes from repeat customers. What is the charm that keeps customers coming back?
1. Are small customers afraid of being looked down upon? We provide VIP customer treatment for small order buyers
In 2013, American customer Polly wanted to purchase 3,000 amber glass candle jars from Sunny Glassware. At that time, the order volume did not reach the minimum order quantity (the average minimum order quantity in the industry is 5,000+). Considering that the customer is a start-up company, this product is a regular model, and with the confidence that customers will repurchase, and Sunny Glassware' solid financial capabilities, we decided to arrange production of 5,000 pieces according to the minimum order quantity. From proofing to delivery, everything went smoothly. Polly commented on us, "Other suppliers think our orders are small, but Sunny Glassware gave me luxury VIP treatment." As we predicted, Polly's subsequent purchase volume has far exceeded the minimum order quantity of 5,000. Until now, the purchase volume of each order has reached 100,000 PCS.
2. Quality obsession engraved in genes: When "zero defects" become muscle memory
When Anne came to China for factory inspection, she was surprised to find that the factory had automatic sorting machines in every line, in addition to manual quality inspectors. When infrared rays sense tiny impurities, the robotic arm will instantly smash the unqualified products, and the broken glass will be immediately returned to the furnace. Sky, the quality inspection supervisor, pointed to an automatic sorting machine and said: "What we smash is not just defective products, but also an obsession with the pursuit of quality."
I remember in 2014, we received an order for 160,000 PCS glass candle jars from an American customer. We gave the factory two complete molds, but because the factory did not have enough molds, it opened a few more according to our molds. When the production reached 80,000, our QC found that the products made by the factory's molds were slightly different. In this case, the customer may not notice it, but this is a very demanding customer. What if it is discovered? I couldn't bet on the company's reputation and future, so I destroyed all 80,000 PCS glass candle jars in the factory and made half of the payment to the factory.
It is this zero tolerance for defects that enhances customers' confidence in repurchase.
3. Innovation and R&D: Give glass candle jars "silent super salesmen"
Rita has been running the scented candle business for more than three years, and sales have been tepid. At a Hong Kong exhibition in 2018, she suddenly had an epiphany when she saw the candle jars style of Sunny Glassware Display Stands, and decided to change her scented candles. After many communications with our design team, a glass candle jars with Baroque architectural style was customized. This change of dress made Rita taste the sweetness and broke the sales bottleneck for many years.
"Packaging innovation is not a show of skill, but to let each scented candle tell the story of the brand." Rita said, "This bold attempt was the biggest impetus given to her by the innovation ability of Sunny Glassware." After years of cooperation, Rita's candle brand has a variety of unique candle container packaging in the market and has gained a certain degree of popularity in the industry.
In international trade, 90% of customers who are dissatisfied with products and services for the first time will not return, but if the quality and service can be promptly compensated and improved to help customers solve the heart-wrenching pain points, 80% will continue to trade and 90% will become repeat customers.
Sunny Glassware has been deeply involved in the industry for more than 20 years, and the "repurchase rate" built with trust is the scratch of China's manufacturing climbing to the top of the value chain.
