HOLA HOLA Gu Yihua: Touches Are Not Complementary.

A few years ago, I visited HOLA China in a certain event.

Asked about the current situation of the domestic home building materials market, Gu Yihua said: "the domestic household market pulsation is related to domestic real estate sales, with linkage and diversification.

In terms of wholesale and retail, the supply side is large, and the demand side is decreasing, resulting in imbalance between supply and demand. However, price competition is more intense, which is similar to that in the spring and Autumn period and the Warring States period.

The performance of all industries has slipped and the overall GDP has intensified.

Exporters have developed to the mainland, and the supply has increased, showing a relatively positive and extensive expansion.

Turning to some brand leaders, she said: "Home Depot bought Tianjin home world, and continued to adjust.

B&Q closed a large number of stores last year, but began to pform but did not expand.

And HOLA will focus on the adjustment of business models, from building materials, hard clothing as the main body gradually pferred to DIY, from design to construction.

Coping strategy: launching a one-stop shopping plan

When asked about HOLA's development and challenges, Gu Yihua admits: "HOLA is not just running furniture products, so it is less affected by the housing market.

If the fine decoration room becomes the mainstream in the future, the sales opportunity will change greatly.

The furniture industry is closely related to the quality of consumers' income and home quality. Combined with the 30 years of European and American development, the household industry as a growing industry is constantly developing.

"In the face of a large number of target customers in the domestic market, most of them are in the initial stage of commodity demand.

Since 2007, HOLA has adjusted its strategy of opening stores: narrowing its stores to more lively areas.

On the one hand, to help customers seek convenient shopping channels; on the other hand, from the daily shopping habits of customers to invest in positive shopping concept, to guide customers' shopping idea.

In the face of the fact that shopping centers are mostly selling single products, HOLA launches one-stop shopping solutions, which brings very convenient shopping channels to customers.

"So far, the effectiveness of strategic adjustment has been very satisfactory."

Gu Yi Hua smiled.

"HOLA takes the multi-channel access as the main strategy of channel innovation, and builds its own sales website, catalog sales, and cooperation with TV shopping, triple network manufacturers and group buying companies.

Continuous trade and cross-strait HOLA integration, procurement of goods and the development of more private label brands will be the ultimate goal for the vast number of consumers to enjoy the perfect enjoyment.

Turn the "substitute" into a "necessity".

Through more soft clothing development, to provide consumers with value for money home solutions.

Gu Yihua seemed confident.

Gu Yihua finally emphasized that the shopping centers and shopping malls in various shopping centers are developing at a faster pace. Those large purpose oriented shops have become the contact points for customers to get started and understand their brands, and pave the way for their future needs.

This is a successful development strategy mode of integration of points, lines and planes.

Expansion trend: East China, North China and Southern China are the focal points for expansion.

It is understood that the three region of East China, North China and Southern China is the main area for HOLA to develop its own stores in the future.

East China's Yangtze River Delta region, headed by Shanghai, radiated down to Hangzhou and Ningbo of Zhejiang, and radiated to Huning to Suzhou, Kunshan and Wuxi.

North China, headed by Beijing, supplemented by Tianjin, opened the Tianjin store.

Southern China, headed by Shenzhen, opened the Guangzhou store in early 2011.

In addition, in Southwest China, Chengdu is the main target.

Gu Yihua said: "in the current Chinese market, Hangzhou and Ningbo's HOLA's performance growth, total performance and profitability are the best."

Mode of development: opening up shopping centers

On the question of whether or not to consider the pformation of store mode, Gu Yihua gave an analysis: "combined with China's business environment, the current development is mainly shopping center shops, so whether it's a city type, a destination type or a suburban shopping center, it will still become the mainstream of development, but it will not give up independent shops and combine the two."

Gu Yihua also added cautiously: "the development of the destination store mode is based on the needs and maturity of consumers. The profit mode is good and the cost is low, so the expansion of the destination store will not be abandoned.

East China is the main area of developing destination stores, with emphasis on Shanghai, Hangzhou and Ningbo. Consumers in these areas have relatively relatively low acceptance of new developments, and have fast access to external information.

Marching into the network: the net is not a replacement but a complement.

With regard to HOLA's entry into online retailing, Gu Yihua has compiled a detailed and brilliant view for Lian Shang network.

As the Internet enters the traditional market, the positive conflict is inevitable, and the habits and environment of consumers are changing. The invasion of cross-border industries will become a trend, forming the concept of "community" or "community".

For example, she said: HOLA set up a shopping center in a community. Consumers of the community will choose their place of residence and make them have a common character.

The concept of the future community or community will slowly be dispersed and moved to the Internet. Through the supplement of services, the clothing, food, housing, pportation and entertainment of consumers will be covered.

The community or community will gradually form a community from the concept of entity through the integration of network and logistics, and the community will be virtual in the current network.

Then Gu Yihua pointed out: "members are the most important core and assets of HOLA HOLA in the future. Members who share common habits and ideas tend to get together. We integrate our services and needs through members' activities, and do some promotional activities around our members.

At present, we have about 1 million 600 thousand members. "

In order to build an excellent HOLA member community, HOLA has been insisting on membership system for many years, enabling members to be satisfied both in online shopping and in catalog sales.

Gu Yihua also stressed: "to do online shop, we need to understand what responsibilities and tasks are undertaken, and provide a more efficient and convenient shopping channel for consumers through continuous experience.

At the same time, customers are required to experience goods themselves, so that consumers can establish trust in commodities, brands and service quality, hoping that consumers can meet demand through network or entity.

"In short, the net is not a substitute, but rather a good complement."

Gu Yihua finally added that {page_break}

Setting up a special hall: pleasant cooperation with Yi Yi

The opening of the HOLA library page, which is easy to purchase, made my eyes bright at once. The product line of HOLA is very perfect, and the unique design of the trend merchandise attracts much attention.

Secondly, shopping, payment and distribution guides are all well arranged, and after-sales service is meticulous.

Gu Yihua is sincere: "cooperation with Ho Yi Po is very enjoyable." Yi Kai has just started the first stage, then consolidates the commodities. Now it will make a 20 page HOLA area and HOLA area on the website. It will mainly seek customers' needs through the adjustment of commodities.

At present, the effect of quotient has reached expectations and will continue to improve. "

The retail industry must always change along with the change of consumers, keep pace with market demand, and enter the retail market sooner or later.

With regard to cooperation, HOLA does the middle work, that is, providing content, goods and services, making it easy to do media communication and back-end pport similar to the head and tail.

"According to the experience of European and American enterprises, many of them are cross channel cooperation, placing special products on sale, and virtual channels can see many products of physical access.

Therefore, cross boundary integration and multi-channel access will become a trend of retail sales.

Gu Yihua explained.

Strengthening online shopping: the combination of virtual and real is a pressing matter of the moment.

When it comes to how to deal with blind spots encountered in online retailing, Gu Yihua seems to be confident: "we must first establish a profit sharing mechanism.

If we want to do business in dissimilation in the future, we need to strengthen the cutting work of area, commodity line and market.

"The photo effect of the product is realistic. As for the touch, work or printing and dyeing, consumers can visit the physical store to contact the goods that can be seen and touched, so the integration of the virtual and the real is a pressing matter of the moment.

Products are displayed in a situational way, allowing photos to give customers visual visual impact.

A 7 day "appreciation period" is launched. Consumers can choose to return products if they are not satisfied with the products.

In solving the problem of logistics and distribution, Gu Yihua said that HOLA chose the assembled small furniture with good sales and basically did not choose large goods. If combined with the service of the store area, it could still provide delivery services for the customers.

[experience]

When asked to give directions to new retailers or peers, Gu summarized several points.

1. having a high degree of enthusiasm to base oneself on the retail industry, we need a pleasant attitude to reach customers, accept new things and accept challenges.

2. the quality of being a solid retailer is essential. Retail trade is not like a trade. It is not a one-off business. Home is an industry that needs rooting.

3., have the spirit of innovation, pay attention to cultivating the atmosphere of corporate culture, seek change in work, and have fun.

4., team spirit should not be neglected and clearly understood if they are suitable for continuous development and survival in the team.

5. "yesterday's success will surely be tomorrow's failure."

If we want to dig out more business opportunities and success, we must constantly break the elements of success and try to challenge ourselves.

Grow from zero and leave at the top.

6. in the retail industry, "there is no hero, only a group of heroes."

It is behind a group of excellent and loyal colleagues who laid the foundation stone of HOLA in the 6 years of wind and rain. Only a group of heroes can succeed in the retail industry.

7., twenty years of hardship and entrepreneurship have fulfilled their qualifications in the home industry.

Success stems from persistence, innovation and challenge.

[background link]

HOLA HOLA is part of the famous international trading group, Teli group.

Teli group is a global group with over 30 years of experience in foreign trade, providing goods for well-known retail outlets all over the world.

At present, the tri group has developed into a large undertaking which covers retail, trade, construction, e-commerce, industrial design and other fields. It has 31 branches in 19 countries and 10 related enterprises.

HOLA is the abbreviation of House Of Living Art, which means: life, art, home.

By the end of 2010, HOLA HOLA had 27 stores in the mainland.

The distribution is as follows: Beijing (11), Shanghai (8), Shenzhen (2), Wuxi, Kunshan, Chengdu, Suzhou, Hangzhou, Ningbo (1 each).