On March 1, 2022, zhufaner’s first self operated home building materials retail experience store – “super home mall” with an area of 20000 square meters was settled in Beijing to explore a new retail model integrating “decoration + retail + Wuxi Online Offline Communication Information Technology Co.Ltd(300959) “. “Through the ‘super shopping experience’ of mall, we should lead the reconstruction of the home shopping industry.” Liu Xianran, CEO of zhufan’er, said.
Lu Hongwei, editor in chief of sloth life fine, pointed out that the biggest challenge and difficulty of new retail in the home industry is the transformation of thinking. Whether it can change from “supply side thinking” to “demand thinking” and truly understand what consumers want is the key to doing a good job in new retail.
Whether zhufaner can create “a Chinese home depot with IKEA experience” and whether it can become the key to breaking the new home retail?
opened the first self operated home building materials retail experience store in Beijing
Opening a 20000 square meter self operated home building materials retail experience store is a necessary step for Zhufan. But what is the difference between the experience stores of this home decoration brand with strong Internet gene?
Zhufaner “super home mall” is located in the east area of Xinye square. From a distance, the orange facade design is full of vitality. The space of more than 20000 square meters is divided into upper and lower floors. The first floor gathers the model room and the bathroom area and home appliance area for scene display. The second floor is the furniture soft decoration area, the whole house customization area and the door and window building materials area. All areas have a sense of scene to meet consumers’ one-stop purchase, including home products such as building materials, furniture and household appliances, as well as many services such as warehousing, moving, decoration, aldehyde removal and cleaning.
Once the proofing is successful, zhufaner may start a nationwide replication: more than 10 new retail stores will be opened in Beijing, Shanghai and Chengdu in 2025, realizing a sales revenue of 10 billion yuan, and “100 billion stores” by 2035. As the No. 1 store, the newly opened Beijing “super home mall” has a single store sales target of 1.4 billion yuan in 2022, challenging the Ping efficiency of nearly 100000 yuan.
IKEA or Home Depot
It’s a bit like IKEA and a bit like home depot.
However, Zhu faner said that what “super home mall” needs to do is neither IKEA nor home depot, but “a Chinese version of home depot with IKEA experience”. Focusing on the pain points of home decoration and aiming at the core needs of users’ one-stop consumption, it is a new home retail service provider with the function of “buyer’s agent”.
The so-called “buyer’s agent” function is to combine the roles of “store” and “brand agent”, realize the selection of good goods and top-notch goods with the group goods strategy of full category and circle brand, reconstruct the delivery mode, and re construct the “person goods field” service model from the perspective of users from the actual needs of users, so as to provide customers with worry-free and convenient services from the whole process of ordering to delivery Rest assured experience.
Under the guidance of the “buyer’s agent” function, zhufaner deeply participated in product definition, product sales and brand marketing, and comprehensively controlled the service quality. At the goods level, the 150 cooperative categories and 10000 + products in the “super home mall” are uniformly managed, controlled by zhufaner. Taking the price as an example, all products are clearly priced and Wuxi Online Offline Communication Information Technology Co.Ltd(300959) at the same price, subverting the opaque pricing system of the industry. At the human level, the shopping guides in the “super home mall” are all self owned employees of zhufaner. The delivery service group has 80 local decoration teams and 200 installation and after-sales workers. The whole customer service system is directly managed by Liu Xianran to realize the closed-loop delivery guarantee of the whole process.
At the field level, zhufaner also set up a knowledge area, scene experience area, salon lectures, etc. to open up online platform resources and solve the three needs of decoration in one stop: buying products, enjoying services, and obtaining knowledge and inspiration.
can you break the game home new retail
“The biggest challenge and difficulty of new retail in the home industry is the change of thinking.” Lu Hongwei, editor in chief of sloth life fine, pointed out that China’s home decoration industry rose with large-scale urbanization construction. For a long time, it was in the “buyer’s market” and formed a business model with goods and dealers as the core. It did not understand the needs of users and how to really “sell goods”. Therefore, it changed from “supply side thinking” to “demand thinking”, Truly understanding what consumers want is the key to doing a good job in new retail. “Zhufaner ‘super home Mall’ is based on the core thinking of users’ needs and has a certain exploration”.
Xu Chunyang, founder and President of Jiezhuang afternoon tea, believes that “super home mall” also brings thinking to the new retail operation of Jiezhuang enterprises. “Now many decoration enterprises are also doing large stores. With the same scene and the same area, 80% – 90% of the performance composition of decoration enterprises may come from the whole decoration. According to the performance plan of ‘super home Mall’ of 1.4 billion yuan in 2022, the whole decoration performance accounts for only 30%, and 70% of the performance comes from retail, which is more efficient.”
Industry insiders said that whether the “super home mall” can break the new retail in the home industry still needs time to verify to see whether its performance in 2022 can be achieved as scheduled. In this process, zhufan’er will face three challenges: first, how to quickly raise the popularity of stores and set up consumption landmarks in the capital with a large number of stores; Second, the undertaking of store services, whether the self owned shopping guide can really understand and effectively serve customers with 10000 + SKU products and ensure a good experience; The third is how to make the service model standardized and replicable.
