Vol 4 Chapter 194: Benchmark IKEA

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"Why are you here too?" At ten o'clock in the evening, when he saw Lao Cai walk into the meeting room, Feng Yiping hurriedly greeted him, "Auntie, if you know you are so hard, you must clean up me,"

"Haha, it's okay, my old bones are stronger than you think. The last time I participated in the Canton Fair, I don't want to miss this. Besides, I am happy to see the results of these two days!" Lao Cai looks really energetic very good.

"That's okay. Regarding the furniture, I just had some thoughts to talk to you at night,"

He can understand Lao Cai's current mood. Retirement means leaving the stage he is familiar with. Anyone will feel a little bit reluctant—even if you don't like the work you are doing in normal times.

"Sit down, sit down," Feng Yiping nodded as the people who followed up continuously, Cai Yawen and Wu Xinyang were among them, they were the reception staff at the booth of Magic Workshop.

"Thank you for your careful preparation and hard work in the past few days, and congratulations on the excellent results we have achieved in this exhibition. Thank you!"

"Alright, okay, no need to applaud, it’s been very hard these few days, save a little effort," he interrupted everyone’s applause with a smile, "but it’s going to be hard work, everyone, in the next few days, continue to encourage. We successfully completed our set goals for this Canton Fair,"

Jiasheng's goal this time is actually not small, but now it seems that when the goal was originally set, it was still a bit conservative.

"In the past few days, in addition to some established work arrangements, are there any other companies that require me to come forward except for the signing of Magic Workshop and McDonald's?" Feng Yiping asked with a pen to tap the notebook.

"We are negotiating with Sears, can you show up?" said Ding Qiang, the boss of the metal products factory.

"No problem," Sears said it was still his lead, and it made sense to show up.

"Mr. Europe, we should also take the initiative to contact those customers who have a large demand for shelves, such as retail giants such as Wal-Mart, Kmart, Carrefour, and Metro."

"Yes," O Boyang recorded it immediately.

"Also," Feng Yiping thought for a while, leaning back in his chair and asked, "Who has worked in a McDonald's or KFC restaurant?"

Why do you ask about this? Everyone was puzzled, and no one said anything.

"When I was in school, I worked part-time at KFC for a while," said Wu Qian who was sitting next to him in the end.

"Then you are very lucky," Feng Yiping said again that made everyone feel ignorant. After all, the richest man in Ma has not preached the history of his counterattack everywhere.

"Do you know the shelf specifications of its restaurant warehouse? Oh, forget it, Mr. Ding, you will immediately collect relevant information to understand the model specifications of McDonald’s restaurant warehouse shelves, Mr. Ou, you also help Mr. Ding to do this together, I You can talk to McDonald's again,"

"Okay, I'll make arrangements right away," Ding Qiang understood Feng Yiping's intentions, a little excited.

Shelves are actually used by most companies, and McDonald’s is no exception. They must use storage rooms in every restaurant. Although the number of single stores is not large, it can’t support the large number of branches!

"Then I think, can I talk to them about decoration by the way," Jin Ling added, "Our decoration company is currently second to none in China."

"That's right," Feng Yiping immediately took another note.

Although the business of the decoration company has always been good, customers are always waiting for the construction, but who is too much business?

"Is there any company that needs my assistance?" Feng Yiping glanced around. No one spoke from food companies, baby products, home textiles, software companies, lithium battery companies.

"Then take this opportunity today, let me tell you about one of my ideas, or plans," Feng Yiping closed his notebook.

"In the previous Canton Fairs we have participated in, furniture has always been a major item we signed, and this year seems to be no exception. Furniture companies and magazines have been large foreign exchange earners in the group in recent years."

Of course, from his personal point of view, the big dollar earners are himself and financial companies.

"However, I hope everyone in the furniture company will not be arrogant because of this. From my personal point of view, the development of the furniture company to the present is just a test of water."

"Mr. Cai knows that I chose to enter the furniture industry because of the huge size of the market and the corresponding low threshold, but it's not just that," Feng Yiping held the two books in the same picture album. Everyone showed it, "How many people have seen this?"

"Ikea's product catalog," said Xiong Yuliang, general manager of the furniture company, "there are many companies,"

"Yes, it is the IKEA product catalog, with a circulation of over 100 million copies per year, and IKEA, currently the world's No. 1 home furnishing store, should be visited by colleagues in Shanghai or the capital."

"I've been there many times. It's really good and the business is better. I have eaten in their restaurant, which is pretty good," Feng Yiping said.

IKEA currently has and only two stores in China, opened in 1998 in the capital, and opened in 1999 in Shanghai.

Lao Cai got excited. Is this Yiping's goal?

"I believe everyone knows what I am going to say? Yes, we will eventually be benchmarked in the furniture industry, that is IKEA!"

This is also the reason why Feng Yiping set foot in the furniture industry, because the leader of IKEA called him in front.

Most of us pay attention to IKEA. The focus of attention may be its simple and concise design style and safe and environmentally friendly materials. The most important point is that everyone trusts this brand. Although in some respects, its products are really Not necessarily as good as domestic counterparts.

But few people may know that the founder of IKEA, Invar Kamprad, was at the forefront of the Forbes list of the world's richest people, and even surpassed Bill Gates at one time.

Before Feng Yiping was reborn, none of the wealth of the richest Chinese ever surpassed this old gentleman.

Moreover, most of the wealth under the name of the world's richest people is different from stocks, because IKEA is not a listed company, but a family business, so his wealth is actually higher.

That is to say, if done well, the returns that this industry can bring are no less than those of high-tech companies with sparkles.

"I set this goal, not because I don’t want to be a general soldier, not a good soldier, nor because of my current status, so I set this goal that seems to be a bit high at the moment. For this goal, I also think about and Prepared for many years,"

"First of all, although the popularity and reputation of our Jiasheng brand in the world is definitely not better than that of IKEA, at present, only from the domestic perspective, the IKEA brand is really not well-known by us. Similarly, its reputation, It's not as good as Jiasheng,"

In China, there are very things that do not conform to the laws of the market. Many so-called conscientious companies in the world, after arriving in China, even if China is its most important market and source of income, they will always show their arrogance without scruples, or Simply say it is hypocritical.

There are too many examples of this, and the current IKEA is no exception. It is more arrogant than it was later. Of course, it didn't get any better later.

Because of Feng Yiping's healthy and good image, in this area, Jiasheng is currently in China and must be crushing IKEA.

"The second advantage of IKEA is its global procurement and global sales, resulting in reduced scale costs, but again, this is not a problem not only for us, but even for all domestic counterparts. "

"Everyone also knows about foreign trade. People all over the world know that what we Chinese produce must be reduced in price. The same is true for furniture. We don’t have to purchase globally. As long as the production is done domestically, our cost will definitely not be compared. IKEA is high,"

"This can offset the third advantage of IKEA, that is, it has always been the main low price, but in my opinion, is the price of IKEA really low? I think it is not low,"

"For the exact same product, if our price is two-thirds that of IKEA, then the profit is still very substantial, Mr. Xiong, what do you think?"

"Yes, even if the price is three-fifths of theirs, the profit can still be described as very substantial," Xiong Yuliang said, "and if our output is higher, the relative profit will be more substantial."

"In terms of product design, we currently cannot fully compete with IKEA, but we have some series of products, and now even IKEA is learning,"

"Especially those series that Yiping you designed," Lao Cai added.

That's natural, because those bluntly are also IKEA designs.

"Of course, in the field of design, it is indeed our shortcoming at present, but as long as we pay attention to this field, I believe that it will take three to five years at most and this gap will be quickly narrowed."

"When Magic Workshop was first established, I asked all members to design plans including furniture. There were many highlights, so I can say with certainty that there is no shortage of such talents in China, but only opportunities."

Cai Yawen looked at Wu Xinyang. It turned out that such a task was originally assigned, and there are still such goals.

"Moreover, there is IKEA, which can be used to learn from Qianlang." When Feng Yiping put the word Qianlang on the back of IKEA, many people couldn't help but laugh.

Originally when Feng Yiping said this goal, those present felt a little unrealistic, but after listening to Feng Yiping's analysis, it seems that this is the case. Jiasheng actually has many advantages.

"Don't laugh, everyone. Our goal is to chase the front wave after the wave. Of course, we don't have to shoot the front wave on the beach."

Say don't laugh, everyone laughs harder.

"As long as there are people on the earth, furniture is needed. This market is very large and can accommodate many peers. Our ultimate goal is to surpass the wave of IKEA and reach the other side of success one step ahead."

"I also want to emphasize that learning and borrowing, what I mean, is by no means copying, but learning,"

If you want to become an international brand, you must have your own design style, otherwise, don’t talk about catching up and surpassing IKEA, especially when the business expands abroad, the first thing you have to face is one after another. Lawsuit.

"Finally, it is our complete shortcoming, which is completely inferior to IKEA. That is the preparation, design, decoration, display and management of the hypermarket, and the most important sales."

Many people think that this may not be a problem, but Feng Yiping is very clear that this problem is very relevant because this is where sales are ultimately created, and it can even be said that this is the most critical.

At the beginning, for the taste of his hometown noodle restaurant, which was only a few dozen square meters, he racked his brains to think about the excellent image designs that he saw later, and also studied and referenced everywhere, changed the draft several times, and the final plan was hundreds of pages. What's more, such a hypermarket with at least a few thousand square meters, to tens of thousands of square meters, to tens of thousands of square meters.

"However, we are not without any experience in terminal sales. Essentially speaking, hypermarkets and our small convenience stores, as well as current furniture, infant clothing, home textiles, etc., are no different. Of course, the preparation and The difficulty of managing hypermarkets has risen exponentially."

"But, so what? As long as we study and delve into it, I believe that there is nothing that our team cannot do."

"Finally, I want to talk about this goal. We will take two steps. First of all, we are still keeping a low profile and focusing on the domestic market."

"In China, in addition to those mentioned above, we have many other advantages. For example, we already have a certain foundation in all areas and various aspects, which IKEA does not have."

"In China, we have an increasingly complete logistics network. For the furniture industry, this one is also very critical."

"The most important one is that IKEA is currently developing very little in China. This is also our opportunity."

If a family is in China and develops as fast as Wal-Mart, then Feng Yiping should stop cooking!

"We sell abroad, in the short term, we will still focus on middlemen. Of course, we must increase our efforts. The main purpose of our export sales is to expand the influence of our Jiasheng brand internationally."

"The brand awareness of Jiasheng Furniture has greatly increased internationally, so it will effectively promote domestic consumers' recognition of our brand,"

"It doesn't matter if you can't get used to it, or you can't figure it out, most Chinese people are superstitious about foreign brands."

"Only when our brand's international reputation and influence gradually increase, when IKEA accelerates its pace in China in the future, we can compete head-on with it,"

"Wait to fill up all our shortcomings, and then bloom all over the world, in Asia, in the Americas, in its nest in Europe, it will compete head-on with IKEA,"

…………

"Mr. Xiong~www.wuxiaspot.com~ You are responsible for taking the lead in this matter, and we will make a general plan of action as soon as possible. The group headquarters and I must give our full support, ask people for people, ask for money,”

"Good," Xiong Yuliang replied loudly.

"So," Feng Yiping rolled up his sleeves, "Everyone in the furniture company, put your pride away first, and compare it with our plan, but now it's still testing the waters."

"In the hotel industry, we are already the domestic leader, in the convenience store industry, in the decoration industry, in the logistics industry..., we are now a domestic leader, and we are moving towards a higher and farther goal."

"In the high-tech industry, several of our projects in the United States are also in the leading position in the industry,"

"I firmly believe that in the traditional industry of furniture, we will definitely be able to go from leading domestically to leading the world,"

Feng Yiping stood up and patted the table fiercely. "To borrow the words of the older generation, our goal must be achieved, and our goal must be achieved!" (To be continued.) For mobile phone users, please browse and read more. Quality reading experience.