On March 19th, Le Home, a new sub-brand of Living Home Flooring, was officially launched at Tmall Mall, dedicated to providing consumers with a more comprehensive overall home solution. Sohu Focus Home Reporter interviewed Lin Welfare, the general manager of Life Jiale Home Business Unit, to jointly look forward to the future picture of Le Home.
Provide new value to customers with complete categories
[Sohu reporter]: Hello, Lin. Life home floor has set up a brand new sub-brand - Le Home, what is the original intention of this brand?
[Lin welfare]: From the perspective of a single brand and a single store, we found a very serious problem. The sales per square meter of domestic stores is one tenth of that in the United States. When we saw this figure, we felt that we should review it and review it. In the American home furnishing store, the product content is very rich, he will provide you with one-stop sales and the richness of the product content of the whole store.
I think that the development of the whole domestic building materials is closer to the Shopping Mall in the United States. It is a store created by the entire Shopping Mall. You will have many choices in this Shopping Mall. A customer walks into the Red Star Macalline to buy all the categories, and can only buy the floor in the baroque floor of the living house, and the floor is just a small category in the home building materials, so we will examine how to break through the inherent form. The living family has been exploring since three years ago. Not only does this have a part of the soft home, but in addition to the floor, we also have wooden furniture, wardrobes, wall panels, wine cabinets and other household items.
For the second installment - that is, the category that is not fixed at home, including furniture, carpets, curtains, ornaments, etc., we use a sub-brand such as Le Home to intervene to increase the integrity of the category.
I think that a production enterprise must have a clear understanding. In the long-term development stage, it must go to the service industry to expand and provide better services to customers. Le Home is to provide some new customer value in such social needs. a sub-brand.
E-commerce brings happy shopping
[Sohu Reporter]: At present, is the main operation mode of Le Home is e-commerce?
[Forest Welfare]: Last month, CCTV announced a number: 70% of companies will be involved in e-commerce in the next five years. In fact, I have always felt that the current distribution system is combined with e-commerce. E-commerce is a medium for consumers to get in touch with our products. E-commerce is convenient and flexible, and there is no time limit, including the development of mobile platforms. This pathway is the same as the evolution of humans and species, allowing customers to have more time to create consumption possibilities. Such a channel should not ignore it.
Whether in the physical store or on the Internet, we all hope to show us a great quality of music, that is, happiness can be a little more, including when shopping, when we are dealing, we hope to provide a happy process. .
[Sohu reporter]: The Internet is often considered to be the choice of grassroots. The main high-end consumer groups of life products, how should this be coordinated?
[Lin welfare]: There are high-end products in life, there are mid-end products, and there are also relatively easy-to-reach products. In the living home, whether it is high-end or mid-end products, or entry-level products, it maintains a good production and quality control system.
At Le Home, we also have a clear distinction in the positioning of our products. Because we can see from the current market that there are physical store companies to do e-commerce, there is a big problem is the conflict between traditional channels and e-commerce channels.
The solution for most companies to resolve this conflict is to use a separate product approach, and we will have a separation of trading methods in addition to product categories. For example, in the physical storefront, we are more inclined to spot trading; in the e-commerce platform, it is more inclined to pre-purchase consumption.
When e-commerce was talking about express delivery, Amazon proposed "slow delivery" last November, allowing the product to be received in four or five days or a week, and it would give you a discount. So under the concept of pre-sale, consumers can actually buy a more reasonable price. I think this is a healthy idea.
Therefore, all of our products will have two different prices, cash and pre-order, depending on the length of time to give different discounts. Home-based products are definitely planned rather than temporary uprising, and pre-sales will provide better value-for-money, more cost-effective products.
[Sohu reporter]: The service problem of e-commerce is always the most concerned by consumers. From pre-sales to after-sales and after-sales, what kind of service experience will Le Home bring to consumers?
[Forest Welfare]: We have been thinking about this matter. Amazon’s CEO Bezos said that Amazon’s success is because of one-click shopping. In fact, in the shorter time, it is better to promote the completion of the transaction. When doing the trading platform, the level of the page is as short as possible. Now, when I look at this with the mobile platform, I think this is a very correct view.
How do you get customers to get in touch with our products before trading? Be smooth, secure and trustworthy when browsing the page? How to provide a better shopping experience? At present, there are nearly 1,500 store distribution networks in the country. We will use these stores in a reasonable way. When customers all over the country want to buy products from Jiale Home, there is a local experience. The second place has to do after-sales service. I think this is a benign and interactive way of online and offline, which can give customers higher consumer satisfaction.
The fewer competitors, the higher the degree of integration
[Sohu reporter]: The concept that the living family gives consumers is the wooden floor. Now there is a new brand music home. For the acceptance of the consumer concept, there must be a kind of resistance. How will you go? To promote the concept of Le Home products to consumers?
[Forest Welfare]: In the development process of the whole industry integrity, there are usually two ways to accomplish what the entrepreneur wants. The first one is to increase its category, such as making a floor. Then I will get a wooden door. But its SI is completely different, VI is completely different, but all are the same group, this way is called integrated expansion. It is to put the most suitable things in the most reasonable way in the most reasonable position to find the most suitable person. I think that life is doing this thing. What we are doing is the floor. Over the years, the home has become a mid-to-high-end flooring brand. We have an obligation to extend it and do integrated services. Integrated services are not every business unit to open their own chain stores, but through the terminal to integrate. So in this store, there are suitable floors, suitable carpets, suitable sofas, furniture, curtains, wooden doors, wardrobes. With the higher level of integration, there are fewer competitors in life.
I think this is a very good concept. IKEA's turnover last year was 200 billion yuan. IKEA does not do e-commerce, they believe that e-commerce can not meet the characteristics of the sales place, is the customer's good experience.
[Sohu reporter]: Le Home is about to go online, at the peak season of 3.15 and spring home improvement, what are the promotions and promotions for Le Home?
[Forest Welfare]: Our Tmall flagship store was launched on March 19th, 2013. After we went online, we will continue to use our various platforms, products, and designs to find ways to give consumers more ways. More, better, and more reasonable choices. Our first time this year was at “5·20†because we are positioned as a younger female consumer group.
[Sohu reporter]: Thank you, Mr. Lin!
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