In the conference room of the Lihao Group, Zhu Weihua and his latest management team met with the reporters who came to visit. This is a concentrated voice of the Lihao Group this year.
Zhu Weihua said that the characteristics of the Internet era are open and transparent. In the context of this era, the Lihao Group is undergoing a major transformation of domestic sales and export sales.
The multi-level market structure of the sofa is about to form
Founded in 1999, Lihao Group is currently one of the world's largest suppliers of furniture such as sofas, office chairs and lounge chairs. Lihao sofa is also known as the leader of leather sofas.
“With the rise of the decoration section, especially the rise of the soft-packing field, the number of sofas and the amount of replacement of sofas have increased significantly. The sofa will become the largest category in China's home furnishing industry. The future sofa market will become standardized, personalized and multi-level. The market structure will also be formed." Zhu Weihua also believes that the challenges of the future sofa industry will also be diversified, such as multi-brand structure, age group segmentation, etc., but any concept, in the final analysis, must solve the product's extreme, To achieve the ultimate in quality, we must perfectly reflect the original nature of the sofa.
When the reporter asked Lihao Group's core competitive advantage in this market opportunity, Zhu Weihua believes that Lihao's advantage is still the product, the beauty of the craft, the beauty of the design, the beauty of the quality and the beauty of the proportion. The Lihao Group has always advocated the craftsman's heart. It is to focus on building a good product and bring a good experience to users.
"Central Kitchen System" leads the O2O marketing system
As one of the earliest companies to explore home e-commerce, Lihao Group has participated in an investment in an e-commerce company in Shenzhen, focusing on exploring the construction of home e-commerce information chain, product chain, logistics chain and service chain system, even though this investment Eventually became a tuition fee.
Zhu Weihua believes that the asymmetry of information is the direct cause of the failure of O2O. Today, the O2O of the entire home furnishing industry has not yet matured. All practitioners are crossing the river and the Lihao Group is also in this field. Never stopped exploring.
At present, Lihao has a total of 280 physical stores nationwide, 48 in the first half of this year, and 80 in the second half. The new store is not targeted at large areas, but the store is small but the experience is high. At the same time, all new stores will be included in the O2O system. As the online model matures gradually, Lihao will reduce its dependence on dealers and eventually transform the dealers from the current “sellers†to “service providersâ€. Under the guidance of this strategy, the Lihao Group will focus on the “Central Kitchen System†this year, which will collect and analyze online data and share it with offline stores to enable the efficient conversion of the core of the Internet. Product sales boosted.
The reporter can learn from the Leho Group demonstration program, collect, manage, analyze and market customer data through its central kitchen system, and then use the means of telephone, SMS, WeChat, Weibo to realize the interaction between online promotion and offline store experience. Thereby facilitating the transaction.
In order to allow dealers to actively cooperate with O2O business, Lihao Group has formulated two strategies: implementing the “same price of the same line online and offline†and clarifying the O2O profit distribution mechanism. According to the profit distribution mechanism, in the O2O business, Lihao will provide dealers with a rebate of 3% higher than the average manufacturer, which will be used to reward the guides who convert online traffic to offline orders, thus encouraging the purchaser to do It is good to connect with online services and services to customers in the store to improve the conversion rate of “flow to customerâ€.
Zhu Weihua said that only by opening up online and offline information channels, promoting offline channels for role transformation, and formulating reasonable profit distribution, can we establish an online and offline common interaction, a virtuous circle of Internet + home ecosystem.
"Hehe" corporate culture leads the healthy development of enterprises
In the development of the Lihao Group, “Nirvana†was once the core of corporate culture. Its main meaning is to constantly deny itself, break through itself, surpass itself, negate the business model and development model of the previous decades, and launch a new business model.
“We transferred from export to domestic in 2008, from B2B to B2B2C, and then to B2C transformation and upgrading. In this process, we moved from production and sales to brand channel R&D and design enterprise. This transformation requires the circulation of our value chain. A qualitative change is needed. The transformation of front-line employees from ordinary migrant workers to brand-conscious employees requires upgrading the craftsmanship, quality, aesthetics, design, etc. It is a change of temperament and a change of cultivation." Zhu Weihua said "In the past few years, we have been struggling in the process of transformation. From 2008 to 2015, the social changes are too fast. The business model is constantly iterating, from B2B to B2B2C to B2C, then to O2O, full network marketing, and extended to Global cross-border e-commerce, in such a transformation process, it is not enough to rely on "nirvana". Last year we proposed the concept of harmony and culture."
Zhu Weihua explained that the core concept of "Hehe" is "reaching others into oneself", which is platform, cooperation and sharing. This is also the meaning of "six-in-one" in Chinese traditional culture. Up and down, left and right, before and after, and landing in enterprise management is to follow Employees, and suppliers, and dealers, and shareholders, and industry, and also with the public.
Zhu Weihua believes that the correctness of the "Hehe" corporate culture has also been proved by the corporate governance concept of Inamori Kazuo. Under the guidance of this new corporate culture, the Lihao Group has split many sectors into independent businesses. The department has prepared and has its own financial and personnel rights, and operates with the business philosophy of “decentralization and responsibility, equal rights and responsibilities, strong mechanism, and orderly supervisionâ€, that is to say, the teams in each sector In the process of merging cultural values, they love their own business and create value for the company and realize self-worth. In this process, everyone's profits are shared, rights are divided, and the company's employees and partners show more. Talent, realize your own career dreams, and create value for the company.
"In this process, we advocate partnership, that is, from the original professional manager system, job-based system to business cooperation system, shareholding system, partnership system, in the process of Internet, cross-border e-commerce, R & D design, etc. We can work with a large number of outside elites, so that the boundaries of our company have broken," Zhu Weihua said.
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