Li Xiaodong, the home of the family: 2-3 branches in Shijiazhuang within three years

Li Xiaodong, general manager of Shijiazhuang

Reporter: Hello, Mr. Li! Please give a brief introduction to the overview and features of the actual home.

Li Xiaodong: Actually, the home was purchased by the China Merchants Group, a company directly under the State-owned Assets Supervision and Administration Commission, in 1999. The original address is in the position of the North Fourth Ring Store. At that time, it was called the Real City, mainly for building materials. The traditional big market format is somewhat similar to the feeling of Shisanzhuang Nansan.

Nowadays, the home has developed into a variety of formats such as specialty stores, hypermarkets, supermarkets, etc. in a home store, the decoration has been very high-end, completely different from before.

From 1999 to now, there have been five stores in Beijing. Among them, the home is the highest-end store. When it opened, it sensationalized the capital. It is the highest-end home furnishing brand in the world. It is a truly top-level home store. Its selection brand is very strict. If you enter the venue, you must provide admission certificate, brand authorization, certificate of origin, registration certificate and customs declaration, and the registration time must be more than 30 years. The original Da Vinci furniture was not able to enter due to insufficient years. Actually shop. In addition, we also stipulate that the price must bear the origin of the price, can not make a fuss in the text to deceive the consumer.

In fact, the external things are easy to be imitated. The biggest feature is not the high-end decoration and high-end brand, but the service. We have a set of credit service system with the first payment, which is also the core competitiveness, including “ "First payment", "no reason to return in January", "green environmental decoration", "same brand, unified price, excess, double return", "delivery installation zero delay" "furniture trade-in" six service commitments And every point is a real case. When dealing with disputes between consumers and merchants, we are very inclined to the interests of consumers, because consumers are in a weak position in the shopping process, and choosing to actually shop is trust, we Their interests must be guaranteed.

Reporter: What is the positioning of Shijiazhuang Store?

Li Xiaodong: Actually, Shijiazhuang Jianhua Store is dedicated to creating a large-scale home-themed shopping mall that provides consumers with “one-stop, one-stop” service from home decoration design, decoration construction to decoration materials, furniture, home appliances and home accessories sales and distribution. It is positioned in the middle and high-end consumer groups, with a total area of ​​nearly 100,000 square meters, including the basement floor and the five floors above ground. The business categories include building materials, furniture, decoration companies, soft furnishings and other decoration items, covering the needs of the home improvement process. All products and services.

In addition, we also brought a new format for the citizens of Shijiazhuang - hardware building materials supermarket, located on the first floor, accounting for less than 2,000 square meters, including small pieces of hardware such as paint, floor drain and faucet, to ensure the authenticity and low The price is very convenient for the decoration of the crowd.

Reporter: Compared with other home stores in Shijiazhuang, what are the highlights?

Li Xiaodong: First of all, our biggest highlight is the “advance payment” that we just mentioned is the core integrity service system.

This system played a vital role in the development of the actual home. The previous store only collected rent and property fees, did not participate in the business of the merchants, and actually consciously tied the merchants and themselves together, it can be said that "first The payment of the "service pay" has made the development of the store a new era, the store's responsibility is clearly highlighted, and the consumer's interests have a layer of protection, which is indispensable.

Second, the home is actually a five-star store.

From home decoration design to decoration, from purchasing materials to furniture accessories, from household appliances to home accessories, you can achieve one-stop consumption in the home. In addition, the shopping environment here is also top-notch. Sightseeing elevators, escalators, large central air-conditioning, wide green space, environmentally friendly fresh air replacement system, multimedia shopping guide system, outdoor large parking lot and other ancillary services, so that consumers can enjoy the comfort while shopping, for the citizens of Shijiazhuang Bring a new experience in home shopping.

Third, the brand alliance, to create a high-end positioning.

The home is always dedicated to creating a warm and comfortable home environment for successful people who pursue fashion and quality. To this end, while creating a super-large-scale, high-end shopping environment, with the strong appeal of its own brand, the introduction of international and domestic top home brands. Famous building materials and furniture brands such as Boloni, Degao, Swiss Lusen, Kohler, TOTO, CBD, Mousse Kage, and Jagers Dan have entered the market, making the home of the home even more revealing the strong atmosphere of its first-class stores. When consumers walk through the mall, they are amazed by the classic luxury and modern simplicity. At the same time, they can also see the many international top-level home brands such as Hansgrohe, GROHE, Spanish Music, and Yasuli. At the same time, high-end consumers' personal pursuit of the concept of home also allows consumers to truly experience the pure feeling of “walking and enjoying”.

Fourth, the store access system guarantees high-end positioning

The Real Home uses its precise market positioning to establish a strict market access system to ensure that all brands that are located in the home are international or domestic brands. Many brands are accustomed to attracting consumers with the foreign names of certain countries, but this is completely ineffective in the home. Because the brands that have been registered and produced in China are marked as foreign brands, this is strictly forbidden in the home of the home, and admission certificates, brand authorizations, and imported products are required to show the certificate of origin and customs declaration.

Reporter: Why did the actual home choose the store address here?

Li Xiaodong: First, the Shijiazhuang city is developing eastward and northward. Our position is right in the northeast region, and Jianhua Street has always been leading to Zhengding. It will be the key development area of ​​the government in the future, so there is a geographical advantage.

First, the nearby is a traditional home building business circle, which is in line with our format. We can borrow, which is a big advantage.

Secondly, this developer is very sincere to us. At the beginning, several brands were talking about cooperation with them, but they have a special liking for them and are very willing to follow

We cooperate, so choosing here is a matter of course.

Reporter: The competition in Shijiazhuang home store has been very fierce. The arrival of the home is undoubtedly aggravating the competition. How do you view the current market situation of the provincial capital?

Li Xiaodong: First of all, China will experience a long process of urbanization in the long run, and the opportunities for the real estate and home industries are very large. However, the fierce competition in the Shijiazhuang market is indeed different from other regions. The urban development started late and the consumption power is not too strong, so the competition in the store will be particularly fierce.

Therefore, we are optimistic in the long run, but we will remain cautious in the short term and will strengthen our internal training. There are many measures to deal with the current market, so that our market share will not decrease or even increase. We will not slow down the development because of regulation. The industry winter is often our spring. In fact, competition is a good thing for consumers, which means that consumers have more choices, and it is also conducive to the promotion and development of the entire industry. In our development strategy, we will open 2-3 stores in Shijiazhuang within three years.

Reporter: Thank you for your interview! The mat is cloth, it can be removed and washed, and there is a set of brown cushions for winter use.