As China's furniture industry continues to mature, the penetration of manufacturers and distributors in the industry is becoming more and more common. On the basis of more than 20 years of industry accumulation, in September 2008, Zhuo's furniture made a bold decision to seize the opportunity of attracting investment in Zaozhuang City, spent 200 million yuan to buy land in Zhongzhuang District of Zaozhuang City, and built a 60,000 square meter Jielong Hui State Home Building Materials Center. At present, the store has begun trial operation, sales have rapidly increased, and consumers have responded enthusiastically.
Mr. Huang said with emotion that the success of the transformation and a good start are inseparable from the successful operation of the store decision-making team in all aspects.
Seize business opportunities and position accurately
President Huang said that the success of the Jielong Huibang project is largely due to the grasp of opportunities. First, 2008 was the peak period for Zaozhuang city government to actively attract investment, which enabled the Jielong Huibang project to receive government support; second, the location of the core area of ​​the central business district in the new urban area provided a guarantee for the flow of people in the store. However, the lack of large-scale comprehensive furniture stores in Zaozhuang provides a large space for the breakthrough of the stores in the Zaozhuang market; again, the talent team that has been immersed in the furniture production industry for many years has laid the foundation for the successful operation of Jielong Huibang. It can be seen that the successful operation of the Jielong Huibang project is a natural result of time, geography, people and foundation.
In addition to good opportunities, another prerequisite for successful store operations is accurate market positioning. After careful market research and analysis, Jielong Huibang's operation team decided to adopt the strategy of focusing on the low-end and high-end, focusing on the working class and few high-income consumers in Zaozhuang consumers. Building materials and furniture retail and wholesale, multi-function business office, convenient transit warehouse and other services are integrated, with multi-function "one-stop" to win. From the perspective of operational effectiveness, this positioning is very appropriate.
Exquisite workmanship to create a modern experience store
Today, as furniture consumption is becoming more and more mature, an advanced modern furniture store should not only provide consumers with exquisite and fashionable products with excellent quality, but also create a comfortable shopping environment so that consumers can obtain a relaxed and pleasant consumption experience. To achieve this, Jielong Huibang made the biggest optimization in hardware and software.
In terms of hardware, Jielong Huibang has set up a shopping area, a leisure area and a dining area and a large parking lot with more than 1,000 parking spaces. In the store, facilities such as hand-held elevators, sightseeing elevators, central air conditioning, TV monitoring, and consumer safety should be included. All are well-organized and the merchandise displays are well organized. Ultra-luxury decoration, superior internal structure layout, and convenient transportation create the most comfortable five-star experience shopping environment for merchants and consumers.
In terms of software, Jielong Huibang has established a perfect service specification. On the one hand, the staff in the store has been rigorously trained, and the staff's speech, manners, and clothing have been standardized to ensure that the staff provide consumers with a civilized, professional, and considerate service. On the other hand, the store has established a perfect after-sales service mechanism in order to provide consumers with the most convenient and safest services.
Unified management, multiple marketing
Jielong Huibang adopts a unified management strategy, requiring all stores in the venue to have a unified image, unified price, unified marketing, and unified training. Mr. Huang believes that unified management is conducive to maintaining the standardized operation of stores, creating an open and transparent shopping environment, and is also conducive to coordinating the relationship with dealers and avoiding separate management. At the same time, this is also an inevitable requirement for establishing a store image and winning consumer trust.
In marketing, Jielong Huibang has adopted a diversified marketing strategy and actively expanded marketing channels. In addition to daily sales, on the one hand, the store actively uses online and offline resources such as the network and residential areas to organize consumers to make group purchases to increase sales in the store; on the other hand, it cooperates with the top 100 home improvement design companies within 100 kilometers of the surrounding area to establish decoration design The big alliance interacts with the home improvement experience center in an all-round way to seize market share. This diversified marketing model has brought excellent sales results to Jielong Huibang.
In addition, Jielong Huibang has also cooperated with TV, newspapers, radio and other media to carry out three-dimensional, high-density advertising offensives and publicity reports, so that the store has quickly gained popularity among Zaozhuang consumers, and the brand influence is continuing. Promote.
The successful operation in many aspects makes Jielong Huibang take the first step of success and lays a solid foundation for future development. Mr. Huang said that Jielonghui will continue to work hard to create the best platform for the profit of the merchants in the store and provide consumers with the most perfect service, relying on honest operation, standardized operation and good market operation capabilities.
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