Chen Xiao Turned To Investors To "Nest" &Nbsp; Continued To Stay In The Retail Industry.

In April 23rd, in an exclusive interview with our reporter, the household products chain enterprise named nest industry

5 days ago, in the office of Pudong New Area, Shanghai, Chen Xiao told reporters that he was leaving.

Chen Xiao, chairman of the first enterprise invested by Mr. Chen Xiao, is also the elders of Yongle electric company.

In 1996, bundled together with Chen Xiao and others for 6 million yuan, he founded Shanghai Yongle, and has served as the executive vice president of Yongle electrical appliance for a long time, and is also the only vice president of women.

On the 23 day, the company disclosed to our reporter that "Ming Chao industry has been brewing for 3 years, and officially hatched in early 2011."

She also said that in the high-end market of Chinese household products, Ming Chao industry hopes to be a leader in the industry.

Based on the judgement that "the market is close to blank now", Chen Xiao and other shareholders have set up an expansion plan of "5 years and 500 stores" for the nest.

Yongle team

In the beginning of Chen Xiaozheng's investor career, the management team of Shanghai Yongle will play an important role.

In 1996, when Chen Xiao and Liu Hui, bundles, Sun Wenjuan and other 12 natural persons jointly invested 6 million yuan to create "Shanghai Yongle household electrical appliances Joint Marketing Co., Ltd.", Chen Xiao invested 700 thousand yuan, accounting for 11.67% of the total share capital, and invested 250 thousand yuan in the bundle, accounting for 4.17% of the total share capital.

In the era of Yongle electric appliances, chaired by Chen Xiao, beam is the executive vice president of many vice presidents who are second only to Chen Xiao.

Recalling the first entrepreneurial process, the bundle was called "at that time it was bold enough to take an industry and get involved in it".

Chen Xiaozhu's "nest"

In June 2006, Gome purchased the Yongle appliance for HK $5 billion 268 million, and the beam remained in Yongle electric appliance.

At that time, the company was responsible for the aftermath treatment of the unlisted part of Yongle electric appliance, which lasted for a year.

In August 2008, Gome ended up buying the Yongle non listed business (10% of Yongle China stock) at a price of 811 million yuan, and Chen Xiao, Shu Wei, Liu Hui, Yuan Yashi and others held about 7.25%, 1.31%, 0.98%, 0.45% respectively.

According to the purchase price, Chen Xiao and bundles were cash in 588 million yuan and 106 million yuan respectively.

In the next 3 years, the bundle was in a state of rest. "It took me two years to understand the home furnishings market with the practice of decorating my house. After that, I spent more than 1 years to inspect suppliers and channel competitors."

As one of the founders and main contributors of Ming Chao industry, the company has invested in the first phase of the investment. The investment is 75 million yuan, and the main source of funds is she and Chen Xiao.

"In the future, with the expansion of stores, we will add several more investments to the name nest industry, and Chen should join me in increasing capital."

As for the investment in the household appliance chain, Chen Xiao also said, "we are now making investments, unlike the first time in 1996.

We belong to re start business. This time, we will not let enterprises have financial difficulties.

Name nest

In early May, Chen Xiao turned to the investor's first business, and will open in the first floor of No. 352 Dahua Road, Baoshan District, Shanghai.

This is called the "Experience Hall" standard household goods store, the use area of more than 2000 square meters, 22 categories of categories, including tableware, collection, daily consumption of goods, a total of more than 12000 items.

Bundle is called, "this kind of pure household goods stores, and IKEA and red star, the product configuration is different, because there are no similar stores in China, all single products can only be configured according to foreign goods, this work lasted nearly a year."

In addition to such "Experience Hall", the name nest industry will open 200 square meters to 500 square meters living hall in the community, and 8000 square meters to 20000 square meters of flagship store.

In addition, bundles will also introduce catalog sales and e-commerce.

For choosing the address of Dahua Road in Shanghai Baoshan District as the first store, the bundle said, "as the first store trial shop, we surely hope it will succeed.

When we choose the site, we choose the business district because the business community has 500 thousand mature communities, and it is easier to make things successful.

Ming Chao's market positioning for itself is "medium to upper", and the main consumer groups are 31 to 40 years old white-collar women.

To explain, "this part of the consumer group has a certain ability to consume, and they are attracted by the consumption trend of women aged 20 and 50."

In addition, the company has set up a team of 80 people, which will be sold in the major cities of the country.

In 2011, the number of stores in the aforementioned three formats will reach around 8.

In the next 5 years, the number of stores will reach 500.

Chen Xiao's role

The business model of the household name is "commodity management".

This is what Chen Xiao always admired.

Chen Xiao said, now, many chain business enterprises are not doing the real sense of "commodity management", but relying on monopoly resources to do "store operation".

In Chen Xiao's view, the difference between the two is that the former takes commodity as its value orientation and adopts the way of buying and selling to give up to consumers, while the latter does not buy commodities, so as to collect various kinds of selling expenses as the main means of profit.

Chen Xiao said that the disadvantage of the latter lies in the fact that the "selling mode" eventually pfers the cost to consumers.

In order to show that the products of the name nest house are mostly buyout, all the staff members are family advisors, so that consumers can put forward some pertinent opinions.

In this household chain store, Chen Xiao is more important than investor.

Beam is said that after the first injection of 75 million yuan, the name nest industry will also increase capital several times in the future. "As we are in the test stage, we are not prepared to consider introducing venture capital. All funds in the enterprise development stage are basically funded by the existing shareholders".

As for the scale of capital increase in the future, "it will depend on the specific circumstances at that time."

Of course, the role of "investor" also determines that Chen Xiao will not directly intervene in the management of Ming Chao industry.

In fact, he would not put all his eggs in this basket.

According to Chen Xiao, in the short term, he will focus on the investment of Ming Chao industry, but in the future, more retail projects will be considered.