What changes have the business formats of home offline stores changed in the past 30 years; what is the direction of iteration of home consumption scenarios in the future; how to give full play to the value of the store, empower merchants while improving consumer satisfaction... As a representative enterprise in the building materials and home furnishing distribution industry, Chengwaicheng has served consumer users in Beijing for 27 years, and its brand has been widely recognized by the industry and consumers.
General Manager of Chengwaicheng Home Furnishing Market Liu Yang recently accepted an exclusive interview with Sohu Focus Home Furnishing . From the perspective of providing value to merchants and users, Mr. Liu shared the successful operation of Chengwaicheng.
Started in 1995, moved south to city in 2001, upgraded transportation in 2010, upgraded business formats in 2022... Chengwaicheng has now developed into a one-stop pan-home shopping and service platform, and its products have also expanded from a single furniture to building materials and furniture, and it also covers home accessories, mahogany furniture, hotel supplies, hardware and electrical, strange stone flowers, tea and tea sets, etc. It also attracts supermarkets, trampoline theme entertainment projects, catering, pet supplies, youth training and other business formats.
Picture: Liu Yang, general manager of Chengwaicheng Home Furnishing Market, accepted an interview with Sohu Focus Home Furnishing
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27, Chengwaicheng has grown all the way. Mr. Liu believes that the underlying logic lies in the continuous upgrading of consumer demand.
In recent years, people have attached more and more importance to environmental protection, design and personalization. Not only should a single-family product meet the national standards, European standards, etc., because the furniture superposition may cause the indoor formaldehyde content to exceed the standard, consumers will also take the initiative to raise their concerns.
People's aesthetic demand for furniture has also moved from cumbersome to simplicity. Under the influence of the concept of "light decoration and heavy decoration", people hope to use the help of design to achieve the storage function of shoes, clothing and accessories, or package a set of solutions to help unify the whole house style, etc.
Lazy economy and personalized demands are in parallel. On the one hand, people hope to have one-stop decoration while also expressing their own personalized demands, and whole-house customization meets this demand well. Following the market consumption-driven drive, five years ago, Chengwaicheng made an adjustment to the entire venue and specially created a whole-house custom exhibition area.
In addition, Chengwaicheng and the brand consciously guide merchants to use technological means to create an immersive exhibition hall. "Many of our brand designers use design software to present the effect after decoration. The owner only needs to provide a floor plan and just express the needs for material and color, and the designer can present it on the computer in real time. With the help of VR, AI and other technological means, people will see a three-dimensional home of the future."
Due to the large items of home building materials, large customer order value, and heavy experience, offline consumption will still be the main base of the home furnishing industry for a long time in the future. However, with the intensification of online communication and payment trends, Chengwaicheng's strategy is to use the online platform to attract traffic to merchants and create multiple business formats for people's consumption scenarios.
"home" is the core, and at the same time, it continues to extend the lifestyle. The city sincerely strives to build a large business district for people to consume in life. Mr. Liu told Sohu Focus Home Furnishings.
Following the home decoration museum and hotel supplies city, Chengwaicheng has successively completed hardware and electrical museums, strange stone flower museum, purple clay tea city and other pan-home theme venues. In addition, "Chengwaicheng will take out an area to create an indoor sports park, which will be officially launched around May next year."
Photo: Sohu Focus Home National Editor-in-Chief: Sohu Focus Home Furnishing National Editor: Sohu Focus Home Furnishing Liu Yaoru (left) talks with Liu Yang (right) of Chengwaicheng Home Furnishing Market General Manager
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How to allow more consumers to enjoy the high-quality products provided by brands? Merchants consciously integrate services into the entire pre-sales and after-sales link. For Chengwaicheng, it is to assist merchants in improving this service and help them transform their role from supplier to service provider.
There are more channels for people to obtain information, which has increased the length of time for consumers to pay attention and increase user stickiness, and has become the focus of enterprises' efforts.Chengwaicheng relies on years of brand accumulation and supplemented by various marketing activities to open up the last mile of stores and consumers.
For example, by cooperating with major websites to launch group buying packages; for example, cooperating with third parties will attract more public domain traffic; for example, Chengwaicheng outputs some decoration pit avoidance guides and good home species grass videos, so that consumers can gain more knowledge before shopping.
Community marketing As a normal way for stores to empower merchants, Chengwaicheng has done relatively more refinement and implementation. Mr. Liu gave an example. For example, when basically every property in Beijing is newly opened, Chengwaicheng will basically connect with the property in advance and lead the existing advantageous brands to settle in immediately, providing owners with more choices and conveniences.
At the same time, in order to ensure the hearts of the owners, Chengwaicheng invested manpower to operate the self-built community. "From the service personnel, managers of the entire market, including brand salesmen, they will respond and implement the solution of each problem as soon as possible."
Picture: In terms of the price of Chengwaicheng marketing activity, under the premise that consumers all recognize, Chengwaicheng will discuss a suitable price with brand merchants on behalf of consumers. Due to the advantages of centralized procurement, the price is likely to be lower than the price of consumers who come to the market for a single purchase. "City Outside City protects consumers from quality, and the front end plus the brand concessions, Chengwaicheng will have a part of special subsidy, so it can Let our owners get better prices and better quality. "
For the entire process of home delivery services, Chengwaicheng will follow and be responsible to the end. Over time, Chengwaicheng's community marketing has made a reputation. "We believe that the value of the store is to build a bridge of communication between consumers and brands."
Picture: Liu Yang, general manager of Chengwaicheng Home Market, accepted an interview with Sohu Focus Home Furnishing
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The relationship between Chengwaicheng and merchants is a community of shared future, which is reflected in the joint efforts of both sides during the epidemic.
Recalling in 2020, in order to fight the epidemic, Chengwaicheng officially announced that it would repeatedly postpone the opening of the business. Behind this is the responsibility to merchants and consumers. "After the market's customer flow recovers, we will open normally. At this time, merchants are at ease and we are at ease, which also creates a very safe environment for consumers." In addition, due to the delay in consumer demand, Chengwaicheng proposed to exempt merchants from renting for two months unconditionally.
Time goes back to 2022. Due to the repeated epidemic situation, the natural passenger flow of Chengwaicheng in the first half of the year was decreasing. Chengwaicheng responded to the government's call, "Chairman Liu Changhe Mr. Liu emphasized two sentences: one is that there is no merchant, where can the store come from, and the other is that the green mountains are not afraid of no firewood. We must stand shoulder to shoulder with the merchants now." For this reason, Chengwaicheng once again chose to rent for merchants for more than two months without conditions.
Because the delivery chain of home furnishing products is very long, after production from the factory, it will involve many links such as warehousing, logistics, distribution, and installation. Chengwaicheng chose to communicate with every merchant, solve the problem in a targeted manner, and provide corresponding secondary preferential policy support. "Not afraid of the overall market downturn, this also makes Chengwaicheng able to maintain a stable occupancy rate of more than 90%.
After the resumption of work, Chengwaicheng focused all its strength on marketing. "We call all-member marketing. We make the merchant's expected performance into the KPI assessment of our team. If the sales of merchants in the area under your jurisdiction are not good, it means that our management is not in place." Liu Yang, general manager of Chengwaicheng Home Furnishing Market, told Sohu Focus Home, "By continuously deepening services and marketing, every merchant can feel at ease."
set up a huge integrity fund to provide guarantees, clarify the first responsibility system for after-sales service, and implement the first compensation system... Take one step at a time, take every step steadily, empower merchants and help people have a better life. Chengwaicheng leads merchants to continuously upgrade their services.
It is reported that the "People's Mediation Committee" recommended by China Light Industry Federation and guided by Beijing Municipal Judicial Administrative Department, established by China Interior Decoration Association officially entered Chengwaicheng Home Furnishing Plaza on July 22, 2022. Consumers in Beijing can enjoy professional and worry-free after-sales free mediation services in Chengwaicheng. While strengthening merchant service awareness and optimizing overall service level, it will also improve consumers' consumption experience and satisfaction, thereby promoting the healthy and healthy development of the industry.
Picture: Beijing Chengwaicheng Home Plaza
What is the operational method of Chengwaicheng? What values does this contain? Mr. Liu finally summarized it with the eight characters "doing business based on virtue and integrity as the basis". For 27 years, Chengwaicheng has always adhered to his original aspiration, worked hard to build the main home furnishing business, and has also made multiple business layouts to improve consumer experience, helping merchants improve services while constantly magnifying the value of users.
Photo: Sohu Focus Home General Manager Zheng Haiyun (left) and Chengwaicheng Home Market General Manager Liu Yang (right) took a photo
Produced by Sohu Focus Home
