Li Qiang, Vice President of Yitong International Home Furnishing Group
Reporter: I worked hard to build a whole home. In April, I successfully entered the traditional home improvement business. How is the current home improvement business effective?
Li Qiang: The home improvement business has been successfully launched in Xi'an market and has been well received by consumers. The unification of home decoration is different from the home decoration of traditional home improvement company. It is a brand-new model. As long as it is a contracted customer of a unified product, home decoration can enjoy a discount of 25%, and the service is basically free. Once this model was launched, it was quickly recognized by Xi'an consumers, and the effect was very good.
The purpose of the unified home decoration market is very clear. First, provide a value-added service for customers who have purchased a unified product. We subsidize the profit of the products to the home decoration, the consumers who buy our products, and the unified home decoration can give him zero profit or even negative profits.
Second, through our high-quality home decoration, expand the scope of our products, provide consumers with a high-quality integrated resources, choose a unified home improvement customer to recognize the unified service, recognize the unified brand, often later directly purchase our furniture, accessories . The end result of both purposes is to benefit the consumers and let them feel the business philosophy of “one-minded products, all-home serviceâ€.
After the launch of Xi'an, the 2.5-fold unveiled home decoration caused a great response in the market. Many consumers who didn't know the unification before came to the store to consult the home improvement related matters. Through simple communication with them, the staff told them the core competitiveness of the unified system, introduced them to the new model, and the probability of paying the deposit on site. very high. This fully shows that this model is very willing to accept consumers. Through such word-of-mouth promotion, we are pleasantly surprised to find that the volume of second-tier customers (returning customers) has come up. Xi'an consumers are willing to choose a unified system, mainly based on the recognition of the value of this model and value-added services.
In the past one month, the number of signings has reached more than 300 orders, and the annual number should be 3,000 or even more than 5,000. The capacity of 2 or 3 billion a year should be no problem.
Reporter: After the launch of the unified home improvement, the market was quickly opened in Xi'an. Now, in addition to the traditional home improvement business, the design of high-end large houses has been completed. What is the current progress of the high-end large-scale residential technology reserve? What are the characteristics?
Li Qiang: The high-end big house technology reserve has been completed, the service team has been in place, and with the opening of the 15,000-square flagship store in early June, the high-end big house experience hall will also face the market.
After more than ten years of development, the Beijing home improvement market has been perfected. There is a home improvement service for high-end customers, but this is still a market blank in Xi'an. Due to different living conditions, lifestyles and life concepts, the needs of various types of people are different. This requires a professional team to create an ideal home for them according to their own characteristics. This is not simply the difference in market positioning, but also the real need to reflect these needs through the characteristics of the product. The group of home-made clothing is a group of middle-end and high-end customers, but the high-end mansion is completely different from the traditional home decoration in the main material, design and service. The main material is an upgraded version of the traditional home improvement; the designer team is the top designer in the industry, working for at least 8 years; the construction management system is also different from the traditional construction system, more is the embodiment of the unified service, team collaboration The ability to cooperate.
Most notable is that you have your own products, including furniture and home furnishings, and have a very intuitive display in our upcoming 15,000-square-foot store. Now there are many high-end home improvement companies in the country, which are slightly weak in the later furniture and accessories. This is a unified strength.
Reporter: The group facing the high-end big house is a niche after all. Do you think you need to work hard to successfully seize this part of the market?
Li Qiang: Design, service, quality, and environmental protection are all important aspects, but relatively speaking, design and service will be an important breakthrough point. Nowadays, consumers have entered the era of brand selection in the process of home decoration. Quality and environmental protection are no longer a problem for brand home improvement companies, so it is necessary to work hard on design and service before going to people. In terms of design concept, high-end customers are different from ordinary consumers. They have a high-level demand for life, so they integrate the best design teams and create noble, elegant and comfortable homes for customers. In terms of services, The decoration of the unification house will take the form of team placement. It is no longer a designer, a project manager, a material staff to serve customers, but a perfect, high-quality service team to plan all the renovation process. The time for high-end people is relatively small. They don't have much time to care about the progress of the construction period and the quality of the project. Now these are not problems. They only need to cooperate with the plan and finalize the plan in the early stage. All the rest can be handed over to the unified house team.
The home improvement is actually the overall service process of the purchase. The customer has to pay at least two or three months from the payment, design and construction, to the later furniture and accessories. Therefore, the service during this period should be considered very carefully. Every aspect of our service is from the customer's point of view, saving time and quality. The unified decoration of the unification house will adhere to a unified service concept of “one heart and one mind, all for the familyâ€.
Reporter: Thank you very much for taking the time to participate in our interview.
Li Qiang: Thank you.
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