Jimei Home Zhao Jianguo: Graceful and coherent
Zhao Jianguo, President of Jimei Home
On June 15th, 2012, the reporter went to Jimei Dahongmen Store to interview Zhao Jianguo, the president of Jimei Home . Just entering the Jimei Group office, I saw the words "satisfying and co-existing".
This is the action slogan of Jimei Home in 2012. Although only a short eight words, it broke the management changes of Jimei’s president Zhao Jianguo. Zhao Jianguo told reporters that the slogan is to convey "the main business or the auxiliary industry, we treat it with the same high degree."
The reporter was informed that under the slogan of action, Jimei home has also undergone significant changes. Today's Jimei Home is no longer a store specializing in home and building materials, but a comprehensive store that encompasses a variety of formats such as home building materials, wine, hotels, leather, and electrical appliances.
"The diversification of the business does not mean that the home is not doing well." Zhao Jianguo told reporters that in 2012, Jimei’s home rent was raised by 15%-25%, but there is still a situation of “one shop is hard to findâ€. . Not only that, the sales of Jimei Home Furnace also showed a contrarian growth in the first half of the year, an increase of 30%. “Jimei Home belongs to the spring in the winterâ€, Zhao Jianguo is quite proud to tell the reporter.
The reason for this is that Zhao Jianguo summed up three points: First, after multiple considerations, Jimei Home shut down the Wanjiacheng store at the beginning of the year. More than 200 merchants of the original Wanjiacheng store were inserted into various stores in Beijing. Second, Jimei conducted the business. Adjustments, Dahongmen opened up nearly 100,000 square meters to operate other formats, including wine, hotels, leather city, electrical appliances, etc. Third, adopted multiple effective measures, including "business adjustment", pilot "furniture trade-in ", "blasting marketing."
For the second half of the market, Zhao Jianguo has his own unique insights. Zhao Jianguo pointed out that Beijing's housing prices began to rebound significantly, and the real estate industry has also shown signs of loosening. As the downstream home furnishing industry, the market in the second half of the year is definitely better than the first half of the year. For this reason, Jimei will continue the major strategies of the first half of the year. In addition, Zhao Jianguo also revealed that the four major stores in Jimei Beijing are still expanding in situ, and at the same time do not rule out the search for new sites to open new stores.
“With the overall decline in the rental of home furnishing materials in Beijing, Jimei Home is the only one that has shown an upward trend. The rent has increased by 15% to 25%. This can be called 'spring in the winter'. In the first half of 2012, Jimei adjusted its format. , trade-in, blasting marketing, sales increased by 30% year-on-year."
The current situation of Jimei in Beijing: "Spring in the winter" The rent is raised by 15%~25%
[Reporter]: Mr. Zhao, hello! A few days ago, I chatted with the bosses of several major furniture companies in Beijing and found that everyone is "not so good." So, what is the situation in the first half of the year when Jimei is a home store?
[Zhao Jianguo]: The overall market situation in the first half of the year is not good. It is the worst year for home building materials stores in recent years. This is far worse than the so-called economic crisis in 2009, because the country has been regulating macroeconomics for two consecutive years. The pressure on the upstream real estate industry is very strong, so the downstream is now being violently impacted, so the situation of the entire home building materials store is not good.
[Reporter]: What is the situation here?
[Zhao Jianguo]: Jimei is much better than other stores because it takes early, faster and more determined measures. For example, the entire Beijing home building materials store rents have shown a general decline, and the only Jimei home is a rising trend, especially Jimei Dahong store is a significant upward trend, which can be called "spring in the winter" in the industry.
[Reporter]: Does the increase in rent mean rent increase?
[Zhao Jianguo]: The rent is up, especially in Dahongmen. I have taken some strong adjustment measures, so the rent has not been reduced but the upward adjustment.
[Reporter]: How is the business situation reflected? do you accept?
[Zhao Jianguo]: The merchants' response is very good. Now in Dahongmen, the United States and the United States are both home and building materials merchants are in a difficult situation, so there is no way we have to moderately increase the rent to ease this contradiction.
[Reporter]: How much has it been raised?
[Zhao Jianguo]: It should be about 15%. Local areas reach 25%. For example, the better the position is raised, the lower the position is less. It is such a state, but because it is hard to find, it is said that Jimei can be called this year's home building materials store in the winter. Spring.
[Reporter]: In addition to Dahongmen, does the rent of other stores change?
[Zhao Jianguo]: Other stores are also rising. For example, our Beiyuan store, Shuiyudian, and Laoji Meiding Huiqiao store are all in a rising trend.
Tip: Adopt multiple adjustment strategies in the first half of the year
[Reporter]: I heard some voices on different occasions. Many merchants attributed the decline in profits to the high rents in the market. Why is Jimei home able to push up the rent?
[Zhao Jianguo]: This is because we take different measures. For example, I think that there are indeed too many stores and the proportion is out of balance. Therefore, in order to alleviate these contradictions, the first step is to work hard from the sales area of ​​the store. Therefore, our Dahongmen Jimei only reduced the business area of ​​home building materials stores this year, and it has compressed nearly 100,000 square meters, which has compressed this block and made other formats.
In the second step, we made a business adjustment. After the adjustment of the format, the original merchants will be merged. The original 200 meters will give you 100 or 150. The original 300 meters will give you 200 meters, and the area will be compressed to increase the performance per square meter. Because we adjusted the format, we not only did not reduce the purchasing power, but added other customers with similar products, which is a strong support for the store.
Third, we have also adopted two more powerful adjustment measures this year. One is the “renovation of furnitureâ€, which was introduced at the beginning of the year. It has stimulated the consumption of some furniture products through “old-for-newâ€. The other is that we started the “blasting marketing†in Beijing from March, and changed the business model of doing business as a business.
In the eyes of manufacturers, the high rent is a relative concept. It is relative to whether there is business. If they have a business rent high, they will still be low in every commodity. If you say that your rent is very low, but the basic sales volume is very small, so after the flat spread to each square meter of turnover, the burden of the merchant is still high. Therefore, our most important thing is how to increase the sales of the manufacturers. No turnover is fake. Therefore, we have moved our minds on improving the turnover of the merchants. We have worked hard since we adjusted the structure, and we have The marketing model has been strongly adjusted, so in today's Beijing home building materials industry is not doing well, Jimei is still showing a significant upward trend.
[Reporter]: These measures have greatly improved the turnover of merchants. Is there any data?
[Zhao Jianguo]: Take our recent June 1st, three days from May 31st to June 2nd, the sales of Jimei Dahong Store has exceeded 100 million in three days. In the past, people did not even think about it. First of all, our statistics are not very accurate, because the merchants have to pay some promotion fees, so it says that it only reports less, and will not report higher. The data from the newspapers and the scenes of the crowds at the event draw are evident. In addition, in April of this year, the same was true when we decided to blast the marketing of Huiqiao. The second floor of the Dinghui Bridge lottery was full.
Sales in the first half increased by 30% year-on-year
[Reporter]: In the first half of the year, what is the change in the market situation of Jimei Beijing compared with previous years?
[Zhao Jianguo]: The overall turnover should be increased by 10%~15% compared with last year, but the corresponding business area is reduced by 15%. In essence, it has risen by about 30%, which is a relative thing. The business area has dropped, and the turnover has increased. In this case, he will raise the demand for involuntary rents. The merchants are very happy and the consumers are particularly happy.
Compression of furniture and building materials
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