Home >

Wang Linpeng, President Of The House: Improper Home Supporting Role

2010/12/2 11:01:00 85

??? 日本語 Fran?ais English 中文

Statistics show that Beijing is 530 billion yuan in the whole year.

market

In retail sales of consumer goods,

Home industry

The proportion is 10%.

One home store is quietly appearing on the streets of Beijing. It occupies three golden rings, four rings and five rings. The business area is more than 2 million square meters. People have to admit that the home industry is no longer a supporting role for Beijing business.

Unexpectedly home

CEO

Wang Lin Peng

In the process of building an international business center in Beijing, the home industry is playing an increasingly important role.

To this point, Wang Linpeng, the leader of Beijing's home industry, is convinced that he is the leader of the home industry, and is trying to promote the image of his home, enhance his services, and integrate his brand with international standards.

Shaping image

The Fourth Ring Road will find a beautiful landscape: several commercial buildings are lined up, the facade design is set up with the golden section aesthetic elements and the Chinese traditional "ancient shelf" modeling; the 16 meter high LED display is located in the center of the external wall, playing the exquisite brand video image in real time; when the bustle of the day is coming, and the night is coming quietly, the outline of the commercial building is outlined through the lighting of the advanced full-color LED intelligent lighting control system, which is like a dream; at the top of the building, the signs of the buildings reflected by the lights are twinkling like several stars. If you drive across the North

"An enterprise wants to get the trust of consumers, the image must be very friendly, can not make people feel high, and can not make people feel cold."

Wang Linpeng, President of the house, said that the appearance of an enterprise is like a person's clothes. It should be appropriate on different occasions. "In the past, the market was very extensive, and a building can be sold by building a shed. Now it is very particular. People will decide whether to go to your store to see, shop and choose" according to your image.

In Wang Linpeng's view, commercial enterprises are the facade of Beijing. They must constantly improve themselves with the development of Beijing city.

In the design of appearance and image, the home is mainly blue, and white as auxiliary. It shows both the people and the concept of green and environmental protection.

Some people say that this image is not too internationalized and should be magnificent, but Wang Linpeng thinks that it is the best for himself. "We are positioned in the middle and high-end, and we must let the middle level of consumption people afford to buy some of the higher consumption people."

It is precisely based on this positioning that the new shop opened in July this year, and made a detailed improvement in its appearance. For example, the proportion of blue and white is more coordinated, the LCD panels on the external walls are more eye-catching, and the manufacturers' billboards are more beautiful. The cost of pformation alone is 300 million yuan.

In May, the "home respect" of the North Fourth Ring store, which has been set up in the North Fourth Ring shop, has concentrated on hundreds of famous international famous brands. Not only has it tried to conform to the international standards in its appearance design, but also has a unique interior decoration. The blossoming technologies such as Blu ray, large screen, intelligent central control system, and body sense vibration have been comprehensively applied here.

On the eve of national day, an American business delegation visited Beijing. Accompanied by officials from the Ministry of Commerce, they visited the traditional commercial areas such as Wangfujing and Xidan in Beijing, and then made a circle along the Third Ring Road and the Fourth Ring Road.

During the dinner, when asked about the impression of members of the delegation on Beijing's business, an executive from WAL-MART said: "a shopping mall with blue and white facade is selling home, and it has a very distinctive feature."

Hearing this story, Wang Linpeng's joy was rippling in the brow.

{page_break}

Upgrading services

In home furnishing industry, if there is a good service, if the house is ranked second, then there will be no first.

"Service is not a nothingness, it is not a slogan, but a real production, so that consumers can see and feel."

Wang Linpeng explains service so.

After the events of the 2008 Olympic Games and the 60 year national day of 2009, Beijing has no longer been a patent in the commercial field, but Beijing's business must be the leader of the service.

The service of the house was due to the "first payment" which was first launched in 2002.

Today, "advance payment" has been extended to the whole business field, but not everyone can do it.

"We have a $2 million advance payment in Beijing Consumer Association, 8 years, and no money spent.

But every day, we may be faced with complaints from consumers. Once there are complaints, we will solve them immediately. "

Wang Linpeng said that every year, the capital of the family for the advance compensation was more than 10 million yuan, not that the product had quality problems, but that the consumers demanded it, even if it was unreasonable, they simply did not spend the money.

In fact, there is a service measure that looks very troublesome to you: there is no reason to return it in a month.

"We implemented this measure as early as 2004. When consumers bought some kind of product, they didn't like it and didn't want it."

Wang Linpeng said that consumers are absolutely God in their home shopping.

For example, there are "one month without reason to return," "unified return," "renovation is not up to standard full refund" and so on from the "advance payment" service initiatives, every move is to find trouble for themselves.

But Wang Linpeng does not think so: "only those who fail to fulfill their commitments will feel trouble.

It is Beijing's need to integrate into the world's cities to upgrade its service level.

If every business is like this, the distance between Beijing's commercial services and the world will be smaller and smaller. "

Polymerization brand

In May of this year, the home of the house was opened.

Wang Linpeng said publicly: "our home industry can no longer follow the extensive mode of operation. We should integrate the image pformation, brand upgrading, mode innovation and management improvement into the tide of Beijing's international business center, seize the opportunity and develop the big business."

On the same day, Chen Baoguo, Zhang Tielin, Feng Xiaogang, Guoli Zhang, Wang Gang and other 13 popular stars or celebrities came to support.

If the home industry is far apart from fashion, then fashion and home industry will be very close from this day.

Wang Linpeng said that housing occupies the main consumer market.

However, for a long time, people think that there is a lack of brand in the home industry. First, there is no circulation brand like home. Two, there is a lack of fashionable luxury brands like Chanel, LV and CUCCI.

"To build the Beijing international business center, we have the responsibility to aggregate the brand, so that the international brand of the home industry will have the same place as other fashion brands."

In fact, the brand cohesion of the house is second to none in the household industry. Each of the top ten brands in the Chinese market can basically be found at home.

Liu Chen, Secretary General of the Beijing Market Association's home branch, even figuratively said that "if you can't enter the house, you can't really enter the mainstream brand camp."

The "home of honor" opened up, and the home of the family gathered the international home brand to Beijing.

For example, there is Simmons from the United States, which is the pronoun of China's "comfortable mattress". Here are the impression of Royal furniture brand Bindia (Bndiya), Italy innovation sofa brand Chateaud'AX (Cha teau dAx), French fashion furniture brand freehand space (Ligne ROSET) and Roach Fort (Roche Bobois) and so on, so that people's "dream of choosing the world's top luxury home brand" can not become a reality.

"In the future, we must let all Chinese and foreign people who come to Beijing know that" visiting the Great Wall, visiting the Imperial Palace, eating roast duck and visiting home unexpectedly "is a necessary journey to visit Beijing.

In Wang Linpeng's mind, to realize the dream of Beijing World Trade Center, the brand home enterprise represented by the incredibly home is not only "icing on the cake" but also "taking the lead".