From "adding the Internet" to "Internet +", why can the subversive Beijing artisans win?

——The online and offline integration of the Beijing artisans

There is such a furniture store in Hefei, more than 80% of the goods are directly customized by the manufacturers, many of which are designed by foreign famous teachers, the only one in the world, and many parts are handmade. Does this expression evoke your desire to purchase?

Or this furniture store, as a customer, you can look at it, watch and touch every piece of carefully placed furniture, see the favorite products, you can use the mobile phone to scan the above two-dimensional code to understand the details, and even place an order. The guide will show up when you need help, and you can complete the entire procurement process independently. Is this immersive shopping experience a longing for you?

Now, you must be eager to know the name of this store. Ok, let me tell you, this is the first furniture chain platform in Hefei that combines the “fine procurement + warehouse sales + network promotion” model. Founded by Mr. Zhu Dongyan, a player of Anhui Province 2006 CCTV "Win in China", since its establishment in 2009, the company has been committed to the development of "new business with surprises". In just a few years, it has expanded its business from Hefei to Anhui. The layout is Nanjing, Hangzhou, Shanghai, Shenyang.

At present, the Beijing artisans have set up five image stores in Anhui, and have developed more than 300 partners. They have taken the lead in the domestic furniture industry to propose the O2O network marketing model, adopting mature large-scale low-cost procurement, one-stop integrated operation, and getting rid of High-cost properties, combined with network promotion, have won the hearts of many Anhui consumers. Interestingly, the customers who shop at the Beijing artisans call themselves "family", which shows the uniqueness of the Beijing artisans.

In addition to the success of the Beijing artisans, the IT system that keeps pace with the times is also indispensable. This has to mention the cooperation between the Beijing craftsmen and UF.

Business, IT must be grounded

Zou Jianlong, manager of the system of the Beijing artisan system, summed up the Beijing artisan in one sentence: "The Beijing artisan is a furniture and furniture that is created through a combination of online and offline marketing models with differentiated products and contextualized experiences. (Including curtain curtain decoration renderings, wallpapers, lighting, comprehensive brand. All customer service must be professionally trained, without the guarantee of information system, can not become an expert in soft-packing."

The purchase of the products of the Beijing artisans is based on the search of carpet carpet decoration effects and the purchase of large-scale whole containers, and strives to bring the world's latest and best furniture and new shopping experience to consumers at the most affordable price. . How can these furniture products match the needs of users without being acclimatized? In addition to the demand for the quality of the products themselves, the company has three core advantages in cost control:

1. Scale customization to reduce procurement costs.

2, one-stop soft-packed integrated operation, reducing the gross profit of a single product.

3. Get rid of high-cost stores and reduce property costs.

These three core points are the tools that the Beijing artisans can create value for consumers.

The channel of the Beijing artisans adopts a flat mode to get rid of high-cost stores, including high-cost e-commerce platforms, and implements the two core concepts of “product first” and “one-stop soft-packing”. Using the corporate culture of “clear price” and “community service” to make word-of-mouth communication, it is as simple as buying furniture like buying clothes!

Mr. Zhu Dongyan, founder of the Beijing artisan

In order to make the business of the enterprise higher and better serve the consumers at the same time, the Beijing craftsman introduces advanced management ideas and management methods, through the O2O model, using the website cluster, Weibo WeChat port, network direct selling system, mobile social tools. The joint marketing of PC and mobile phones has produced positive results.

Before entering the Internet market officially, the Beijing artisans have been using the products of a professional software company in the field of furniture to ensure the normal operation of business processes. “As our business expands rapidly in Anhui, the establishment of new molecular companies and the opening of new stores, the original system is somewhat stretched.” Zou Jianlong explained, “The biggest problem is that the original software can only solve the company’s business. The problem, but can not solve the financial problems of the back-end, the business process and financial system can not get through the bottom, let alone integration, so the company's business expansion seems to be powerless. In this case, we choose to cooperate with UF To achieve the integration of financial and business processes."

From the perspective of informatization, the needs of the Beijing artisans are mainly reflected in the following aspects: due to the combination of online and offline marketing, membership and stored value, the back-end business processes and financial systems must be integrated. To achieve integrated processing; multiple stores need to achieve unified management, develop a unified marketing objectives, establish a reasonable cooperation program, achieve effective management of the store; achieve business collaboration from headquarters to molecular companies, and molecular companies, all Invoicing business enters the distribution platform to conduct unified management and control; more effectively support members to pull new, retain and promote activities; meet the specific application needs of the furniture industry.

Finance, business integration

Nowadays, the warehouse stores and home decoration stores of the Beijing artisans have realized chain management under the support of the Internet, and the information of the headquarters and various stores can be uploaded and released in time. The headquarters develops and issues different promotion policies and marketing activities, and the store cashier POS machine can directly execute; the store can transmit the retail and other data to the headquarters in real time, and the headquarters analyzes, controls and adjusts the data in time.

Why does the Beijing artisan win?

Compared with the ex-factory price, the biggest difference is mainly from the final store-to-consumer price increase. It is not an exaggeration to say that the average gross profit margin of the building materials industry is 60%. Below this figure, there will be a loss. Mr. Zhu Dongyan, founder of the Beijing artisan: "The furniture industry is a high-margin, but not profitable industry!" Because of the high rent, rare passenger flow, after-sales installation and quality assurance services, these hidden forms have always been high, and Now the cost of e-commerce platforms such as Taobao and Jingdong is even higher than that of physical stores. Founder Zhu Dongyan: "The cost is not reduced, consumers will never get benefits!"

In the past few years, "Internet +" has become popular. In terms of sales channels: "Internet +" means that manufacturers can eliminate the layers of agents, especially the last retail profit bonus. What Beijing craftsmen do is to let our custom-made soft-packed products directly face consumers through their own platforms, cut off all unnecessary intermediate links, and really lower the cost. This is the flatness of the channel and the charm of the city. The home to win in the invincible market in the cruel market!

Jing's home address: 3F, Beijing, hometown of Huadong Lehui City, southeast corner of the intersection of South Second Ring Road and Huizhou Avenue, Hefei City, Anhui Province

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