Roley'S Home Textile Is Out Of The Bedroom. This Strategic Target Is Muji.

According to the 2015 earnings report released by Luo Lai, the company's annual revenue in 2015 was 2 billion 916 million yuan, an increase of 5.59% over the same period last year.

In the case of stable performance, the company accelerated the pition from home textiles to home furnishing.

According to the annual report, at present, the household products developed by the company include six categories: bedroom products, bathroom, kitchen, living room, living home, soft furnishing home, and home textile stores begin to pform into home stores.

At the end of last year, the "Lai Lai home textile Limited by Share Ltd" was renamed "the life of Polytron Technologies Inc in Luo Lai", indicating that he is actively changing his status as a "one-stop" home service provider.

Leng Zhimin, vice president of Luo Lai Group, believes that 2003 to 2013 is the ten year of China's home textile, and has experienced a period of rapid growth. With the upgrading of consumption and the formation of the new middle class, the domestic industry will usher in explosive growth in the next ten years.

Since 2004, Luo Lai began to act as an agent for overseas brands. After several years of rapid development, he slowed down.

From 2012 to 2014, the group's revenue in the past three years was 27, 25 and 2 billion 700 million yuan respectively. However, last year, when the environment was slowing down, the growth trend of the group was growing.

Leng Zhimin told reporters that the location of "Gallery bay" is "global selection and overall soft loading". The professional buyer has sought out high-end household products in developed countries such as Europe, America, Japan and Australia, and has entered into cooperation with overseas brands through agents, joint ventures or mergers and acquisitions, so as to bring their products into China.

In August last year, he made strategic cooperation with Chinese companies in Japan's famous bathroom brand infield in the form of group holdings and langwan shares.

The selection criteria are strict.

According to Leng Zhimin, the selected brand should rank the world's top three in this category, with unique R & D capability and deep brand accumulation.

As a family soft loading platform, gallery Bay has been set up as a goal of importing home ecology.

At present, there are 40 imported brands of the gallery home, and this year it plans to expand to 500 brands, forming a scale, and even become an entry for foreign domestic brands to enter China.

The location of the high end of corridor Bay determines that the customers are mainly high income groups.

Hangzhou the Mixc store opened less than a year ago, the price per passenger reached about 400000 yuan, and the daily customer price was generally over 1000 yuan.

Leng Zhimin believes that such users have higher requirements for products and more attention to experience. They are users who need to be served on the sofa.

To make efforts on customer experience, store upgrading is the top priority.

The area is expanded by ten times on the basis of the original store. At the same time, it is no longer a display of a single commodity, but a situation of creating a home, so that consumers have a very good sense of substitution at the scene.

This experience shop has now opened 21, are distributed in the northern Guangzhou and other tier cities and provincial capital cities.

In January this year, there were micro stores in gallery Bay. Each store had a service number, which included online shopping guide, content push and so on.

Fans become members when they are concerned. They can browse products at any time and place, participate in spike, and ask questions. Online shopping guides are purchased by offline stores.

For example, a shop user wants to buy a product out of stock, shopping guide can immediately pfer goods from other stores, and then communicate with customers to deliver delivery time and arrange installation at home.

Fei Xiaogang said, from the background, the user is very receptive to this fragmented communication, and the pre-sale service can be done by a real-time communication tool.

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And other tools, customer shopping habits and other information are recorded, providing guidance for the next time service.

For example, they found that many of the women who like the fragrance atmosphere have experienced the experience of leaving the ocean because foreign countries have a much higher awareness of fragrance than their domestic counterparts.

When the shopping guide understands the situation and signs the user, she will push the corresponding product when she comes to the store next time.

"We hope to use the work of the Internet to precipitate a batch of user data to purchase goods according to these data."

Fei Xiaogang said.

Corridor Bay is setting up a new media department, hoping to attract consumers by focusing on products that produce good stories.

There are many stories behind high-end brands, such as a Hungarian chair story, or a tableware brand that is necessary for five star hotels.

These content users may not know that they need to go through WeChat.

And other media to enhance brand awareness.

Experience shop is also a knowledge.

Chen Hao, manager of the gallery retail research group, has managed six stores, which are located in different locations, including comprehensive shopping centers, high-end department stores, high-end residential areas, and so on. They represent six models.

Like Oteri J's store.

Mainly in Shanghai, Jiu Guang Department Store is pure 100 stores, with a smaller area.

The Shanghai Vanke Center store, which is being built, will have an area of more than 1200 square meters. It will create a high-end version of IKEA based on the layout of family scenes.

Leng Zhimin introduced that the experiential shop carries the function of service upgrading, and usually provides members of community activities such as flower art lessons, tea lessons, etc., and also provides free soft clothing design, free door-to-door service and so on.

The store will also be a solution center for life plan. The household textiles purchased by users can be free of mites, or even free dry cleaning.

In the management of stores, at present, direct sales and franchisees make up half of them.

Leng Zhimin said that these two kinds of models have their own advantages, such as direct investment in goods and funds and so on, which can ensure faster speed. As far as store management level is concerned, the franchisees are always higher because they invest their own money and know more about local consumers, so the proportion of future franchisees may be even higher.

"For our traditional enterprises, the whole pipeline is a new idea. From the company to the offline stores, it takes time to accept this new thinking. At the same time, the technology and system of the enterprise must be reformed in this way, so that we can better promote it."

Leng Zhimin told reporters.

In his view, the whole pipeline must be done around consumers.

Stores can't touch all consumers.

Fei Xiaogang, general manager of the corridor Bay interconnection department, said that dealers are not important, but the source of traffic is important. Tmall, micro stores, and micro official website, including some excellent media, are all entries, so we must firmly grasp these entries.