Red Star Meikailong Northwest Home Outlet General Manager Li Xuefeng
Moderator: Mr. Li, thank you very much for accepting the interview with Sohu Home. Red Star Macalline doesn't need to say that everyone knows, but now we have Red Star Macalline Outlet Store and Red Star Macalline SOHPPINGMALL. What do you think are the two different differences?
Li Xuefeng: The model of our Red Star Macalline Northwest Outlet was launched in 2009 according to the actual situation of the market. Outlet is a concept of department store. Why is it launched in the home? We combine local realities, including some of our local market and property environments, and we introduce the concept of outlets in due course. Outlet's business philosophy is to make a fuss about this brand with famous discounts. How do we use the concept of department store to push furniture to our consumers? We have made a lot of efforts in business.
First of all, the store has the conditions for the factory or the local dealer to open the direct store or the flagship store Supreme store. The products and products are relatively complete, so it meets the needs of consumers for one-stop shopping. Second, there is more room for choice and selection. This is the first condition for having outlets. Second, in terms of discounts, we have made clear the discounts for Outlets. We launched Outlets in 2009, which is different from the traditional industry. One is to say that I have products that others have. I have more complete products in this category. Second, if someone else has something, my price will have a lower advantage. From these aspects, we have the conditions of Outrees. In the third aspect, the store covers a large area, which satisfies the consumers in the big shopping malls. From the first floor to the sixth floor, it is very tired. We can directly drive to the merchants' door to directly consume. This is our outlet. Advantage.
Moderator: The area is relatively large, what is the current area?
Li Xuefeng: We have an area of ​​200 acres.
Moderator: What is the classification in Outlets?
Li Xuefeng: We basically cover everything from the substrate of the decoration to the main material to the home.
Moderator: These big brands should all come over.
Li Xuefeng: The basic domestic first-line brand has a store on our side, such as Marco Polo's supreme board. The largest version of the northwest is in me, with 3,000 square meters. The largest flagship store in Kohler's northwest home is more than a thousand square meters, including the icon. The floor is also a thousand square meters, the store is very large, satisfying the choice of consumers, the brand is also very strong.
Moderator: It is the same as building an independent store here.
Li Xuefeng: Right.
Moderator: You just mentioned that the outlet is a famous + discount. I know that there is also a red star Macalline in Xi'an. How do the products of the same brand reflect this discount in our outlet store? Affordable?
Li Xuefeng: The same brand, such as the furniture brand, likes it. It is also in my Taibai store. How to solve the difference between the prices of these two stores? First of all, it has been doing so many years of inventory and backlog, and will put these products in my store for sale, its price is very attractive or attractive, too white shop will not. This is the first aspect. In the second aspect, building materials such as the iconic Adelson floor specializes in the production of a number of products specifically for my store from the factory, which are available in my store, and other stores are not available.
Moderator: Only in the outlet store, in addition to the outlet store in Xi'an, the other outlet stores in China are dedicated to the Red Star Outlet store.
Li Xuefeng: The Red Star Outlet store, including the outer packaging, is all special products of Red Star Outlets, which solves the difference between the prices of the two stores and also solves the consumers' doubts.
Moderator: The city of Xi'an is not particularly large, but there are already many home stores, and the market competition is fierce. How do you view this market fierce competition? How does Red Star Macalline Outlet Store build its core value? ?
Li Xuefeng: I have been in Xi'an for two years. I am very optimistic about the prospects of Xi'an market. According to my understanding, Xi'an can be ranked in the top five in the whole province as a provincial capital. The sales of many categories may be in Xi'an. To the first, the market in Xi'an is very large and very large. Second, how to treat market competition, competition is a good thing, through competition and survival of the fittest, it is also a good thing for the store or the dealer to provide better products and better services to Xi'an consumers.
Moderator: How to build your own core competitiveness, in terms of service concept.
Li Xuefeng: In addition to the three major service themes of Red Star Macalline in the country to launch the three major service commitments, green, and environmental protection, we will launch a series of marketing activities in conjunction with our outlets, especially the business philosophy. In the fashion and trend, we will launch our marketing plan all the year round, so that we can combine the home company and provide some good activities to consumers. Second, we will continue to deepen our services. In addition to providing our Red Star Macalline service commitments to Xi'an citizens, we will also carry out a series of specific services based on local conditions.
Moderator: Still paying more attention to service, Mr. Li now does not care whether many stores or home furnishing companies have started testing e-commerce. I don’t know if we have any plans for related parties?
Li Xuefeng: Outlet Mall not only combines the concept of department store, we also tried to do e-commerce platform last year. We also contacted some companies to talk with them last month. At present, I estimate that I will be in the second half of this year or next year. Business is the focus of this piece.
Moderator: You can tell us what to do if you do e-commerce.
Li Xuefeng: We are currently experiencing a problem. How to solve the problem of merchants' products, including some settlements and e-commerce platforms? There are still some problems that are difficult to solve. Some time ago, the same company was also talking about this matter, and also gave us a plan. . There will be an attempt, after all, in the home industry is also a new model.
Moderator: I am going to have a May Day. What are the benefits or promotions for the public during the May Day?
Li Xuefeng: We started preparations for May 1st activities in March. This year's May 1st event is an opportunity for the 25th anniversary of the group. We launched Red Star Macalline Outlets and 60 major international brands to make such a profit. Activities, the first stop is just in Xi'an.
Moderator: Will there be some activities besides this event?
Li Xuefeng: This activity is relatively loud. From my point of view, the whole Xi'an city is the biggest activity in recent years, and it is also the activity that allows consumers to get the most benefits.
Moderator: I am very grateful to Mr. Li for accepting an interview with Sohu Home. Finally, I wish the company is getting better and better.
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