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Xi'an is the largest city in the Northwest. In recent years, with the development of the economy, the round-the-clock urban construction of Xi'an High-tech Zone, Qujiang New District, and Beijiao Economic Development Zone has made the building materials and home furnishing industry more prosperous, and the lighting stores have sprung up and the sales volume has increased. Xi'an Daming Palace Building Materials Home City is one of them. It takes the road of star-rated lighting stores and explores a new model for the development of Xi'an lighting stores. How to develop this model? How is the influence of the terminal highlighted? The reporter interviewed Wen Peng, deputy manager of the Business Management Department of the Building Materials Home City (Nanjiao).
Take the road to star stores
Establish high-end lighting stores
Our reporter (hereinafter referred to as "Remember"): Manager Wen, hello! As far as lighting is concerned, Daming Palace Building Materials Home City currently has a large market share in Xi'an. Can you introduce the specific situation of it?
Wen Peng (hereinafter referred to as “Wenâ€): At present, Daming Palace Building Materials Home City has opened two large-scale building materials and home chain stores in the southern suburbs and northern suburbs of Xi'an, including 120,000 square meters in the northern suburbs and more than 8,000 in the lighting area. Square meters, nearly 60 merchants, opened in December 2003; Nanjiao store 150,000 square meters, lighting franchise area of ​​8,400 square meters, more than 50 settled in merchants, opened in March 2006. The home city lighting area is mainly engaged in the retail of medium and high-end lighting, and the unified management of the shopping malls is implemented, and the merchants operate independently. The entire building materials and home city business includes lighting, furniture, fabrics, ceramic wall tiles, sanitary ware, wooden doors, wooden floors, kitchen cabinets, hardware and home improvement companies, and almost all categories of home decoration. The operating lighting brands include Op, NVC, Huayi, Sanxiong, Aurora, Jiamei, Aoqi Te, Knock, Qilang, Xinteli, Ai Wenkalai, Panasonic, etc. Our entire lighting area is also like the other home city. Like the franchise area of ​​the category, it aims to build a star-rated store.
Reporter: What is the difference between star-rated stores? How did you build it? Can you talk about your experience?
Wen: This needs to be discussed from both the hardware and software aspects of the store. First of all, in terms of hardware facilities, our stores are very user-oriented and strive to provide a convenient and comfortable environment for customers and merchants. In terms of software, the home city implements store management, market-oriented operation, unified planning for the store, unified investment, and unified management of storefronts and employees.
Reporter: When I talked about it, I remembered one thing. When I visited the lighting store in Daming Palace Building Materials Home City, I always heard the shopping guide say to me: "Hello, welcome!" This detail is you. Said one aspect of the construction of the store software!
Wen: (laughs) Yes. We implement unified management of storefronts and shopping guides in the store, such as uniform dressing, unified work cards, unified image, and unified civilized and polite language. Of course, this is just a small dimension of our software construction in the mall. We have also formulated a number of regulations in optimizing store software, such as the "Brand Access System". To ensure the interests of consumers, we stipulate that any brand that enters Daming Palace Building Materials Home City must meet the relevant quality requirements of the country and provide The corresponding product information is in line with the overall planning of the shopping mall. It must have a certain reputation and influence in the same category of goods. The dealers must have the agent qualification and have good management capabilities.
In addition, in order to enable consumers to shop safely in the home city, we have also established the "Accessibility Exchange System", as long as it meets our relevant regulations, we can achieve barrier-free return and exchange, relieve the worries of consumers; Management Consultant System, in each category, select representative merchant bosses to set up a management advisory group, so that merchants can effectively participate in the management of the mall, and provide suggestions for the decision-making and marketing plan of the mall.
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