The second venture "small shop is the advantage"
Recently, Lihao Group organized a number of media to visit its sofa workshop production line in Anji, Zhejiang, and discussed the development of the furniture industry with the media. “Any company in the Chinese furniture industry is facing a second venture.†When it comes to the development of the furniture industry and the transformation of the company, Zhu Weihua, chairman of the Lihao Group, said.
Since 2015, "Internet +" has been highly valued by various industries. As a furniture manufacturer in the traditional industry, facing fierce market competition, facing the situation of overcapacity and old channels, seeking transformation is an urgent matter. In this regard, Zhu Weihua said in an interview with Zhongxin.com Real Estate Channel: "The traditional model is not working. The existing model only represents the past. The new model depends on ourselves."
Zhu Weihua mentioned the new model, that is, under the guidance of the “Internet +†era, enterprises are moving closer to the Internet and opening up new marketing channels. Then, how to achieve the transformation and upgrading of the enterprise, what advantages does Lihao have?
It is understood that Zhejiang Lihao is one of the world's largest suppliers of office furniture, leisure chairs, sofas and other furniture products. Compared with companies in the same industry, such as Gujiajiao, left and right furniture, Lihao has a large gap in the size and sales of stores. Taking the number of corporate stores as an example, Gujia Home has more than 2,800 brand stores at home and abroad, and more than 1,680 furniture stores.
According to Xu Huimin, general manager of Lihao Group's sofa business department, Lihao currently has 280 effective stores in Central China, North China, Northwest China and Northeast China. In the future, it will develop the South China market. It is expected to open 80 stores in the second half of this year.
Obviously, Lihao is far from peer companies in the size of the store. However, in Zhu Weihua's view, "small stores are advantages." "Now the sofa industry in China's furniture industry is not decent in the Internet. In this process, we are opportunities." With the rise of e-commerce, offline stores have been affected to varying degrees, and people's consumption habits have followed. Change, in this context, large-scale offline stores have become a burden on enterprises.
Layout O2O starts online marketing
In the face of advantages, the company represented by the Lihao Group is gradually opening its own path of transformation and upgrading.
To this end, Lihao launched a comprehensive "Internet +" strategy, defined 2015 as the "Internet first year" of the Lihao Group, and proposed the concept of "central kitchen" to promote big data marketing, that is, to collect customer data. , management, analysis, marketing, through the telephone, SMS, WeChat, Weibo and other means to achieve online promotion and offline store experience interaction, thereby facilitating the transaction.
In Zhu Weihua's view, the "central kitchen" is the "2 (to)" role in the O2O system, and its role is to open online and offline information. In fact, as early as 2012, Lihao has already proposed the O2O concept, but it is still in the state of exploration. Zhu Weihua believes: "Doing O2O is like crossing a river by rock. Everyone is doing it, but no one has succeeded in testing the water. So everyone is a blank sheet of paper, all at the same starting line."
At the recent Lihao Group media exchange meeting, Su Zhenwen, deputy general manager of the business department of Lihao Group's Internet Business Unit, said that Lihao's "Internet +" strategic system covers four business segments including B2C, B2B, O2O and micro-stores. Among them, O2O business is the core business of Lihao in 2015. The project uses Tmall as the platform, the online and offline O2O business model, established the official flagship store of Tesco in Tmall, and is committed to serving dealers and providing more additional sales to dealers.
It is reported that after the "Touch the Net" action strategy was launched, Lihao's online sales target for 2015 was set at 50 million yuan. Since the implementation of online business in March, monthly sales have grown steadily, and it is expected to achieve sales of 2 million yuan in July.
According to Zhu Weihua, in the first half of 2015, Lihao's sales performance achieved an 8% growth rate, which is equivalent to last year's growth level, and the company has maintained steady development. Speaking of the current gradual recovery of the real estate market, Zhu Weihua said that the good performance of the property market has not been reflected in the furniture industry, but is very optimistic about the future market.
It is worth noting that in the current new market environment, the market disputes and scale disputes of various enterprises have actually manifested themselves in the struggle for thinking. To this end, people's role in this is especially critical, attracting talents and retaining talents to become a talent concept for companies such as Lihao. "I hope that people can develop talents through training, and finally become a valuable asset for the company," said Zhu Weihua.
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