Entering Chongqing in 2006, Actually Home went from 1 store to 16 stores; in 2018, it was fully upgraded to a digital home mall, and by 2021, new online and offline marketing has blossomed, and after the test of the epidemic and the changes in the industry, the performance of Actually Home Chongqing has continued to show a growth trend. Behind this, there is a strong belief of its helmsman: take the initiative, take the initiative to change, and constantly advance! "Chongqing Home Furnishing List" interviewed Zhang Zongrong, vice president of Actually Home Group and general manager of Chongqing Guizhou Branch, to see the "new advancement" of Chongqing's development.
Offline experience upgrade, complete the adjustment and optimization!
In 2021, all the shopping malls in Chongqing will be adjusted and upgraded. Among them, the Jinyuan store of Beibin Road actually has the largest action, the entire mall has been reinstalled 165, 53 new brands have been introduced, and the layout of imported original halls, smart electrical appliances and home furnishing halls, sleep centers and other categories has been optimized.
Regarding the category and brand adjustment of shopping malls, Zhang Zongrong talked about two points. First, the various shopping malls of the house are positioned according to the different characteristics of the area where they are located. "Actually home stores, the same but different", Jinyuan store positioning high-end; Erlang store, Garden Expo Park store mainly focus on mid-range boutiques; Juxin store to strengthen building materials; Dadukou store pays attention to the introduction of traffic brand. Zhang Zongrong stressed that the adjustment and optimization should introduce "new products, grounded products, and products that can be sold."
Taking Jinyuan store as an example, customers in the mall's reloaded or newly entered brand stores, constantly feel the beautiful home life brought by smart new products or new art products, such as Casarte Three-wingEd Bird No. 1 store, Huawei Intelligence, Bizodi Couture, HEKA intelligent AI mattress, etc.
Under tremendous pressure and facing great difficulty, the family actually took the initiative to adjust the storefront. How well is it done? It is understood that the overall performance of the branch in 2021 increased by more than 30% year-on-year compared with 2019 before the epidemic. After completing the adjustment and optimization, and also achieving performance growth, the 2021 advancement road of Chongqing, as Zhang Zongrong said: speak with the results.
Online new marketing, "Lao Zhang" took the lead!
On January 18, 2022, "Actually Lao Zhang" Douyin released the first video, Zhang Zongrong, who has been in the industry for 20 years, incarnated as a "good thing recommendation officer", saying "Bright moonlight in front of the bed, actually Lao Zhang", a good brand for home furnishing, good products such as a number of family treasures.
In 2021, Zhang Zongrong also participated in a number of brand live broadcasts. The new marketing of Chongqing Guizhou Branch of Actually Home also "speaks with results": 2883 live broadcasts, the live broadcast ranked 1st in the group; the completion rate of customers in the same city station was 194%; the number of visitors to the Mini Program and the number of new products added to the Dongwo APP were ranked 1st in the group, and the total number of brand orders ranked 1st in the foreign port.
In the interview, Zhang Zongrong constantly talked about "reaching", "planting grass", "retaining funds" and so on. He said frankly that after the cooperation between the group and Ali in 2018, new retail and new marketing is a new challenge, and in the past two or three years, it has continuously explored, summarized, precipitated and improved. Start "finding feelings" by 2021. For example, after the continuous optimization of the products of the same city station, the capital retention of Chongqing station reached 67,000 people; live broadcasting, the same city station, small programs, cave nests, as well as vibrato, xiaohongshu, etc. formed an online communication and reach matrix.
When it comes to new online marketing in 2022, Zhang Zongrong said that he will exert efforts on the cave. "Recreate an online home".
Behind the active change, what is the unchanged?
Take the initiative to adjust and embrace new marketing, under the leadership of Zhang Zongrong, the Chongqing Guizhou Branch of the Home of Actually took the initiative to seek changes and adapt to market changes. And the home has one thing that has always remained the same: to make the service real and tilt to the consumer. Including green environmental protection, zero delivery delay, one month no reason to return and exchange, advance compensation, three guarantees of extension of 3 years. Zhang Zongrong said, "Do a good job in these services."
Unchanged, there is also the chain development of the actual home. It is understood that in 2021, the Chongqing Guizhou Branch of Actually Home signed 3 new stores, and the Chongqing area newly opened Hechuan stores. Up to now, a total of 41 companies have been signed in Chongqing and Guizhou, and 26 have been opened. In 2022, it is expected to sign or open 5-10 new stores.
When talking about market competition and opponents, Zhang Zongrong said that "the market is very large". The Chongqing market has a household consumer demand of 30-50 billion yuan, "positioning around their respective goals and doing a good job of service." Healthy competition is good for the industry and for consumers." In the face of 2022, Zhang Zongrong said that the performance of actually home should continue to grow and improve, "do a good job in every store".
Editor: Lei Li