From home appliance retail giant to mother and child channel reformer

From home appliance retail giant to mother and child channel reformer--Remember the original five-star Electric senior management team two times of entrepreneurship in the willow, business community, good at capturing opportunities, and determined to reform people, often can achieve a business legend. From Wansan to Hu Xueyan, from Li Ka-shing to Ma Yun, the years are engraved with a section of wealth myths, history is driving the continuous evolution of business models.　　The business history must have the appearance of "big man" in the inevitable stage of his development, take the revolutionary posture all the way, and contribute to the integration of industry development and the promotion of industry innovation. The first home appliance retail Red Sea turn holding group diversified development accompanied by the rapid development of China's economy, home appliance retailing in a short period of more than 10 years of development has become increasingly mature, competition intensity in the domestic retail industry is tragic. As one of the three major domestic appliances retail electrical appliances, after 10 years of rapid development, in the number of stores reached nearly 200, the annual sales over tens of billions of super large-scale, based on the in-depth study of industry development and market Competition environment analysis, the original five-star electrical appliances of the senior management team realized that the home appliance retail industry has advanced into the development bottleneck, The space for further development of income has been very limited.　　After the first retailer with the global home appliance retail sales, and the number of rounds of communication, determined the merger with the five-star electrical intention, which in the industry caused a great shock. From the whole body of home appliance retail and back, the original five-star Electric president Wang Jianguo and some of the executive team's dynamic has become the focus of the outside world, we have been speculating on the next move to where?　　After a period of dormancy, "five-star holding Group's new retail business: King Brand Listing" of the press conference part of the answer to the outside questions. The rapidly changing commercial society, all areas of competition are increasingly white-hot, coupled with more than 10 years of experience in shopping malls, so Wang and his team are increasingly aware that eggs can not be placed in a basket, the establishment of a holding group, diversified development is the general trend. So in this context, Jiangsu five-star holding group came into being, the group registered capital of 140 million yuan, its own involved in commodity trade, chain operation, commercial real estate, financial investment, advertising media, all kinds of five industrial subsidiaries 15, the integration of various industries to form an existing scale and profit of the Taurus industry as the core,　　Other related industries are peripheral business system, on this basis docking capital market, build capital platform, optimize resource allocation, promote enterprise development.　　Among them, under the support of the group, especially the original five-star electrical Assistant President Mr. Xu Weihong innovative integration of infant and child retail channels, the creation of King Brand is the most interesting. The second strong access to maternal and child market brand to determine the competitive advantage maternal and infant supplies industry is the 21st century Chaoyang industry, is now and even after the development of the largest potential, the most lucrative industry. The total consumption of 0-12-year-old children in China is expected to reach 680 billion yuan/year in 2010. According to incomplete statistics, China's toys and children's wear (including infants and children installed) the number of manufacturers more than 17000, the current baby industry channels dispersed, has not yet appeared an annual turnover of more than 1 billion professional baby retail enterprises, the industry two large middle, there is a great opportunity to integrate channels. After keen insight into this opportunity, has a senior marketing background, and the industry renowned for its vigorous and resolute King general Manager Mr. Xu Weihong, immediately began to start the mother and child retail industry investigation and research, team members have several times away to the United States, Britain, Japan and other areas to visit the market, inspection of the industry, and domestic counterparts to communicate, Gain entrepreneurial experience. After many textual research, in April 09 formally established Jiangsu King Industrial Co., Ltd.　　Forward-looking use of E-commerce + Direct purchase manual + entity store Trinity business model, mainly for expectant mothers and 0-12-year-old children to provide healthy growth needs and conducive to capacity-building extension services, determined to King brand to become the domestic mother and child retail industry benchmarking brand. At the beginning of the establishment of king, Xu always determined to build brand as the driving force for sustainable development of enterprises. Regardless of the cost of expensive to recruit foreign well-known consulting companies, from commodity procurement, channel integration, hardware support, staff quality, marketing and other aspects of the international retail industry standards strict requirements. Commodity purchasing, which is closely related to consumers, is the foundation of brand Development, its procurement personnel are from Wal-Mart, China Resources, Carrefour and other international retail giants, with the previous rich procurement experience, combined with the early consumer insights, targeted procurement of the real demand for customer goods, and by the Professional category Management department strict quality clearance,　　Before the final entry of the goods need consumer research, to be recognized by the consumer representative of the goods can be officially in the King sales channels. Domestic retail industry has never lacked large enterprises, but really called the brand but Liao if the stars, King as the mother and child channel of the Rising Star, the road of brand development how to go?　　It will be a question of continual thinking and action in front of Xu and his team. The third chapter leads the mother-child channel transformation to create the national chain BR Modern commercial competition, the wrestling is the business model, the business model concentrates the enterprise leader's business intelligence, its success or not largely determines the business final success or failure. At present, the most mainstream "e-commerce + physical shop + catalogue" Trinity mode, after less than 10 of exploration and improvement, is gradually becoming mature. Red Children, Le You and other industry pioneers after years of groping, occupy a certain market share, and the beginning of the national chain scale, as a rising star of the King brand, in the clear brand development road, how can be prominent encirclement, striking, preemptive in the market occupy a place? The following for the reporter to take you to decrypt King brand development of the three secret device: Secret device: To enhance the competitiveness of the store in the domestic largest store planning, maternal and child theme mall operating area of nearly million square meters, inviting international well-known consulting companies and design companies to carry out planning and design, operating covers expectant mother and 0 12-year-old Children need a full range of tens of thousands of products, in the future stores provide a variety of special services, such asChildcare Consultant Professional counseling, shopping guide, a variety of interactive experience areas (game area, performing Arts Theater, handmade Creative workshop, etc.); In addition, more into the store customers to provide a wealth of value-added services, such as: Early education, photography, baby swimming, talent show, to enhance value-added services King brand value. Secret device Two: Theme solution-type direct purchase manual with the pace of people's life accelerated, seeking convenience has become the mainstream of people shopping. A comprehensive overview of the domestic major catalog providers, is still the introduction of goods and promotional sales-oriented, deep in the price war mire. As a successor to the King Direct purchase manual located in the theme solution, in addition to the regular product introduction and promotional activities, throughout the "special theme program" For mothers in the current season, social hot issues such as the raising of the baby to give scientific guidance; for the children who worry about gifts to provide a personalized "gift solution",　　After a customer orders a product by telephone, the "Mom Support Corps", aged 25-40, will be delivered to the door within 24 hours and face-to-face with the customer to exchange childcare experience.　　Theme Solution Sales is the mainstream of the future consumer market, as in the industry's first taste of Crab King, in the first Direct purchase manual in early September for customers, customer acceptance will be the key to success. Secret device Three: China's first online open-air park with Taobao, when, Jingdong Mall, such as a series of e-commerce sites popular, the mother and child industry in E-commerce business in the past few years after the low tide, in the past two years to show a good momentum of development, such as music friends, red children and other businesses have tasted the sweet. How to surpass competitors? Become one of the entrepreneurial challenges in the face of Xu's king team.　　Through in-depth consumer insights, E-commerce Web site is not only the convenience of consumers, affordable shopping channels, but also interactive communication, entertainment and leisure platform, at present these two pieces are supported by different areas of the site. After insight into this opportunity point, King team immediately began planning the concept of "online Park", that is, on the basis of the sale of mother and child products, providing childcare experience online counseling, baby growth log, flea market, online games and so on, and creatively give each section and park one by one corresponding name, open-air park, open-air classroom, Open-air tea, open-air playground, etc. six theme plates. Creative form and name let virtual network, vivid display in front of consumers. and fully conform to the current social reality of the pursuit of the cultural and spiritual needs! To provide customers with a full range of online shopping, leisure experience.　　According to reporter observation, is still in the promotion period, every day at the same time there are thousands of members at the same time online, this is a fledgling website has handed over a beautiful answer. According to Xu, in the run-up to the press conference, King executive team has been to the group Junlingzhuang: In this December, the first mother and child king the theme Mall, based in Nanjing, in 2010 to the surrounding other developed cities such as Suzhou, Wuxi, Hangzhou, Shanghai and other areas to expand, The plan uses 5 years time to build 50 maternal and child Child theme Mall, the turnover exceed 50 (three five strategic plans). In this respect, Xu Zong and his King team is full of confidence. Reporters also believe that, with the king turned out, to bring consumers not only a mother and child of the new retail brand, but also the concept of all-round promotion, which will trigger the mother and child retail industry in the real sense of a revolution.