Longfa Decoration Zou Jianfeng: Tracing the source, from the innovation to the industry

Longfa decoration frontier home improvement Zou Jianfeng

Be prepared for danger, from looking at the international to worrying about the city

"The global economic crisis triggered by the US subprime mortgage crisis is a country's accident, and the whole world has come to pay for him. Why is China affected? The subprime mortgage crisis has caused the global economy to slow down, external demand is insufficient, and China's domestic demand is weak. As a result of overcapacity in China, it is inevitable that some Chinese companies will fail." Zou Jianfeng is not only very concerned about the financial crisis that has affected most of the world, but also has a thorough analysis. “The crisis in any industry will have an impact on other industries, let alone this global economic crisis.” “The home improvement industry is also facing a crisis, but it is not a downturn in the market, but a foreign giant’s contempt for this industry. Longfa Group currently has hundreds of millions of assets. In terms of the entire industry, the scale is already very few, but compared with other industries, it is still not comparable." Zou Jianfeng thought deeply.

In most home improvement companies, their eyes are limited to the current situation in Zhengzhou and Henan. Zou Jianfeng is worried about the rise and fall of the whole industry, honor and disgrace. It cannot be said that his mind and vision are higher than ordinary people. At this time, Zou Jianfeng is not like a CEO of a home improvement company, but more like an industry scholar. “Usually, 30% of the market is occupied by a few industry oligarchs. To be precise, it is usually the top three companies in the industry. For example, in the appliance store industry, Gome and Suning’s market share has far exceeded this. Proportion. There are 100 billion yuan of hot money abroad, but they dare not rush into the appliance store industry. Why? This is the strength of China's home appliance store industry. It does not necessarily account for 'cheap'."

However, this is not the case in the home improvement market. It has a huge market of 1 trillion yuan, but it is too scattered. It has not yet formed a real industry giant. This is exactly what I am worried about. If the market does not form a synergy, it will be difficult to compete with foreign oligarchy.

At present, foreign hot money has already smelled the scent of this big cake, and they all want to come in and share a piece of cake. As far as I know, there are already venture capital companies that have thrown olive branches to home improvement companies and are in contact and negotiation. Zou Jianfeng expressed his deep thoughts on the whole home improvement industry with the mind of “the worry of the world before him”. Then, he gave a living example of what is happening now. It is the "Microsoft One Hour and One Black Screen" incident. In the face of such a strong announcement, we can only comply and be able to resist what it is. Whoever has a core monopoly technology that no one else can replace, whoever has the right to speak, who will become the ruler of the game rules, is a very cruel reality.

“The home improvement market has always been open. It has been said that China has been in the WTO for many years now. Why hasn’t foreign investment really entered the industry yet?” Zou Jianfeng continued to analyze that this is determined by the characteristics of the home improvement industry. .

In Zou Jianfeng's view, home improvement is a non-linear, process-customized product with many uncertainties and long engineering cycles. Unlike other industries such as industry and manufacturing, it has a set of operation modes and certain standards. Can follow. Home improvement products are a product that is full of individuality and differentiation. It is closely related to a person's growth experience, cultural level, and hobbies. These factors determine the formation of the final home improvement product. It is precisely because of such a characteristic, especially cultural differences, that foreign capital does not dare to act rashly and easily test the industry. Trying to test the water easily, they are likely to be "unacceptable."

But who can guarantee that after five or ten years, they will not drive straight into it? What do we use to compete with others? For example, it belongs to the British Kingfisher Group, Europe's No. 1 and China's largest building materials decoration retailer, B&Q. Since entering China in 2003, it has opened more than 60 chain stores in 26 cities including Shanghai, Guangzhou, Beijing and Shenzhen. They have a set of scientific management, advanced operation mode and mature experience, and have considerable core competitive advantages, which are not available to Chinese building materials dealers.

B&Q and other international industry predators have created a service model combining building materials supermarkets and decoration design centers for the needs of Chinese consumers. A decoration design department has been set up to provide consumers with decoration consultants, interior design , material purchase and construction services. To the professional one-stop home service such as quality control. They have already entered the home improvement industry by virtue of their resources.

In addition, there are Home Depot, Oriental Home, etc., and the development momentum in Beijing and even the whole country is very fast. "Although it is not threatening to us now, it has already occupied half of the home improvement building materials market. Moreover, our country has not had any policy support for the home improvement industry, so the future situation is not optimistic. We must rely on the media. Forces shouted and appealed for the entire home improvement industry." Zou Jianfeng passionately expressed his insight into the quiet changes of the entire industry with deep insights. In other home improvement companies, the bosses are still worried about the invasion of the Zhengzhou market by foreign home improvement companies. Zou Jianfeng has already set his sights on it. Throughout China, he is worried about the penetration of foreign capital into the home improvement industry.

Zou Jianfeng’s worries and thoughts on the whole industry are obviously beyond the world. What makes him so worried and worried about the market is presumably his social responsibility and broad mind as the leader of the Zhongyuan home improvement industry.

Tracing the source, from the innovation to the industry

Zou Jianfeng is a person who loves life. He admits that he likes to cook and occasionally reveals his hand. He has a sense of accomplishment. “Most of the cooking at home is a housewife, but why do people always say that women do not have men to eat? That is because lesbians do much more, they become very programmed and fixed. So do everything. Understand innovation." For some small things that ordinary people think, Zou Jianfeng always has a unique sentiment and touches one.

Zou Jianfeng said that once he participated in an international electronic equipment fair in Beijing, he saw that the electronic industry is changing with each passing day, bringing a lot of changes and conveniences to people's daily lives. He thought, what can home bring to people? The intelligence and convenience of the home, that is, the TV can be controlled at hand, without giving customers a new feeling. "What are the differences between the professional home improvement company and the roadside 'guerrillas'? We should take this responsibility. As the upstream industry of the home improvement industry, the real estate industry is promoting humanization and personalization. Then, as the home improvement industry, there is no The reason is not to think deeply about this issue."

"Modern people are increasingly demanding the functionality and comfort of the home. Under the trend of the public tending to 'fast food culture', we will work hard in this direction in the future." Zou Jianfeng said that his goal is to "put Give the key to me, and you don't have to worry about it anymore. He will equip the customer with the bedding, and the consumer just needs to take the bag home.

Zou Jianfeng took advantage of the beautiful vision of the home improvement industry. After ten years of development, the home improvement industry has become a world of difference, from labor-intensive industries to technology and capital-intensive enterprises, regardless of the size, strength, brand of home improvement enterprises, or the quality of employees, design and creative standards. , or the variety of decorative materials strongly prove this. Talking about the changes in the industry over the past decade, Zou Jianfeng used three "increasing heights" to summarize. He said that first, the public's attention is getting higher and higher; secondly, the level of respect by the public is getting higher and higher, and the status of the industry is increasing day by day; in addition, the academic qualifications of the industry practitioners are getting higher and higher.

Because people pay more and more attention to the quality of life, they gradually pay more attention to the home, which is a kind of progress in society. In addition to the practical functions of sheltering the wind, raining, eating and drinking, people also hope that it can become a poetic space, a style and taste.

"When it comes to the status of the home improvement industry, what is the status of the past? Basically, the roadside 'guerrillas', pushing a car, taking a small bag, abducted, there is a problem after the renovation, even the personal shadow is looking for However, nowadays, the home improvement industry has formed an industrial cluster, which is very prominent. It not only pays a considerable amount of profits and taxes to the country every year, but also solves the employment problem of millions of people.” Here, Zou Jianfeng is obviously full of achievements. sense. He went on to say: "In the past, it was nothing more than smearing the wall and tidying up the ground. It was like a woodworker or a handyman. Who would consider his qualifications. But as the home improvement business grows stronger, especially in the past two years, practitioners The academic qualifications are skyrocketing. Now there are foreign doctors, local doctors, and MBAs. The level of knowledge has undergone fundamental changes, and the improvement has been too fast." "Does the family have no, need no core technology?" Zou Jianfeng suddenly throws a question to reporters. . The reporter is thinking about the meaning of Zou Jianfeng's sentence. He has explained to reporters: "This core technology is design innovation and construction management technology." Here, Zou Jianfeng remembered the domestic automobile industry. “The automobile industry is an industry that was opened to foreign capital earlier, but today, we rarely have our own technology in the field of automobile manufacturing. This is awkward. So I thought about the entire home improvement industry. We also don't have our own core technology. The 1 trillion market has been taken away by foreign capital. At that time, we may work during the day and brush the wall at night. It is our own chilling. It is not without this possibility. In this market, people do not rely on others, relying on capital encroachment, saying, 'I have 1 billion funds, I am 51%, you are 49%, you can't do it?' You are likely to resist the temptation, once you let go Then, just wait for someone to make rules for you. This is not an alarmist, it is very likely that one day we will go to the wall ourselves."

This is another proposition that Zou Jianfeng has put forward to the industry. What do you want to compete with foreign predators? It’s just scale, no, and core competitiveness. This is the answer in Zou Jianfeng’s mind. Having said that, Zou Jianfeng said, "I admire our chairman. In 2003, Beijing Longfa's first overseas company was established in Chicago, USA. This is the first company established overseas in the Chinese manufacturing industry; after two years, In 2005, Beijing Longfa's first home store in the United States, 'MERMAX', also opened. It should be said that the Chinese national manufacturing industry has gone abroad, and the chairman has opened the way. "The fear of survival, from the internal training to the forging core. "After I have a sense of crisis, I have returned to the root of the problem: the core competitiveness of the enterprise." Crisis and risk are always present. In Zou Jianfeng's view, the key is how to deal with the crisis and resist risks. "To improve the ability of the entire industry to withstand risks, we must first improve the core competitiveness of the company itself, and cultivate internal strengths for the sake of customers. I often think about what kind of value can Longfa create for customers? Really let consumers Have a comfortable feeling, really let consumers save energy, worry, and save money." In the nearly two hours of interviews with Zou Jianfeng, he said the most is "what value to customers."

Zou Jianfeng believes that only if you are strong, others have the possibility to fear you, whether it is foreign investment or peers.

Since entering the Zhengzhou market in May 2002, Longfa Decoration Zhengzhou Company has been flying over the Zhongyuan home improvement market as a dragon, leading the Zhongyuan home improvement industry and overlooking the Zhongyuan home improvement industry. In the Zhongyuan family decoration market in 2002, there were millions of guerrillas who were pervasive, and there were also various types of home improvement companies that were inconsistent with each other. Longfa Decoration Zhengzhou Company was born as a dragon, implemented nationwide unified material distribution, and unified national construction team management. The quality control of the national unified program quickly won the trust of customers and occupied one market. In August 2003, Zhengzhou's home improvement enterprises were entangled in the price of each other for a long time, and they ignored the core competitiveness of the company. At this time, Longfa launched the “Engineering Quality Competition”, which not only set off a “revolution of engineering construction”, but also promoted the process of standardization and standardization of engineering quality of home improvement companies. In October, Longfa once again played chess layout. On the occasion of the 5th anniversary of the establishment of Longfa Cabinet Production Base, the launch of the “Tornado” campaign attracted high attention from consumers. "Recalling now, the two moves of the year were right. If you are still stuck in the price war, you can't be detached. Maybe Longfa will not have such a development today." Zou Jianfeng said meaningfully.

The “inside and outside repair” of service enhancement and marketing has enabled Longfa to quickly gain market recognition. By the end of 2003, Longfa had entered the ranks of the first echelon of the Central Plains home improvement company. With the establishment of the industry status, Zou Jianfeng began to consider the longer-term development of the company. In 2004, Longfa Company determined the overall strategy of “Dongcheng West Development in China” and began to expand the store size and increase the number of stores. The main store on Zhengyi Road has expanded from 120 square meters to more than 800 square meters; the Bohai Road store in the West District has moved to Lushan Road; the Garden Road has achieved 1+1 scale expansion; and the Zhongyuan Home Improvement Design and Development Center has been established in Jingsan Road. To this day, the Laoshan Road store in “Xizhi” almost occupies the majority of the home improvement industry in the West District, and the Home Design R&D Center is still the first in the Central Plains home improvement industry. While establishing its own industry position, Longfa began to consciously use its own actions to drive the development of the entire industry. In the past few years, Longfa has created a number of industry firsts: the first one uses the national unified material distribution, the first one uses the unified construction team management, the first one to establish the largest scale home improvement research institution in the Central Plains, the first one to hold the most Influential high-quality home improvement design forum, the first to launch the China Europe Home Furnishing Fashion Show, the first to hire a foreign designer as the chief, the first to launch a white paper series of home improvement strategy, the first to launch a new standard of environmental quality materials for the champion quality eco-level series, The first one......... It is this one and the first, which has created today’s gold medal dragon hair, leading the Zhongyuan home improvement industry all the way.

Not only that, Longfa Decoration Zhengzhou Company's practice of burning the hydropower line drawings on the CD to customers has also become an example for the home improvement industry. So, what is the core competitiveness of Longfa? Zou Jianfeng said that one is innovation and the other is talent. To achieve sustainable development, decorative enterprises must constantly innovate. In order to provide customers with regular services and comprehensive services, we must always clearly understand what the customers need and then decide how to satisfy them. For example, consumers need a good design. We should study how we can provide design services that are more in line with the individual needs of consumers. This process itself means innovation. Through the professional layout design, the home function is more practical and reasonable, and gives its cultural connotation. For another example, consumers require renovations to save time and effort. We must consider how to integrate design, construction, materials, furniture, electrical appliances and other services to provide a complete home service that meets all needs. Then there is talent, especially for home improvement companies. While we carry out a series of business innovations, we must fully protect the human resources system on which the company depends. We need a reasonable system to absorb all kinds of talents under the framework of this system and integrate the resources of enterprise development. In the process of rapid development of the enterprise, on the one hand, it is necessary to let the old employees who have worked hard with the enterprise for many years not to relax; on the other hand, let the new employees find the confidence of career development and attract the outstanding talents to the enterprise. Let new and old employees and the enterprise seek common development, and form a harmonious business community and community of interests.