Chapter 1053: Benchmarking IKEA

"Why are you here too?" At ten o'clock in the evening, when he saw Lao Cai walking into the conference room first, Feng Yiping hurriedly greeted him, "If my aunt knows that you are working so hard, she must deal with me."

"Haha, it's okay. My old bones are stronger than you think. It's my last time to attend the Canton Fair. I don't want to miss this. Besides, I'm happy to see the results in these two days!" Lao Cai looked really energetic. Good.

"That's okay. Regarding furniture, I just have some ideas that I want to talk to you about tonight,"

He can understand Lao Cai's current mood. Retirement means leaving the stage that you are familiar with, and anyone will be a little reluctant to leave it - even if you don't like the job you do in normal times.

"Sit, sit," Feng Yiping kept nodding to the people who came in, including Cai Yawen and Wu Xinyang, who were the receptionists at the Magic Workshop booth.

“Thank you all for your careful preparation and hard work these days, and congratulations on the excellent results we have achieved at this exhibition. Thank you all!”

"Okay, okay, no need to applaud. It's been quite hard these days, so save some energy," he interrupted everyone's applause with a smile, "But we still have to work hard and keep working hard in the next few days. Successfully accomplished our set goals for this Canton Fair,"

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

"In addition to some established work arrangements in the past few days, apart from signing contracts with Magic Workshop and McDonald's, are there any other companies that need my help?" Feng Yiping asked, tapping his notebook with a pen.

"Can you show up for our negotiations with Sears?" said Ding Qiang, the boss of the metal products factory.

"No problem," Sears said, since he was still the one holding the strings, so it was reasonable for him to show up.

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

"Yes," Ou Boyang immediately recorded it.

"Also," Feng Yiping thought for a while, leaned on his chair and asked, "Who has ever 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," Wu Qian, who was sitting next to him, finally spoke up.

"Then you are very lucky," Feng Yiping said something else that made everyone feel confused. After all, the richest man, Ma, has not publicized his counterattack history everywhere.

"Do you know the shelf specifications of its restaurant warehouse? Oh, forget it, Mr. Ding, you immediately collect relevant information and understand the model and specifications of McDonald's restaurant warehouse shelves. Mr. Ou, you also assist Mr. Ding in this matter. I We can talk to McDonald’s again,”

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

Shelves are actually used by most companies, and McDonald's is no exception. They must use them in the storage rooms of each restaurant. Although the volume of a single store is not large, it cannot support the number of branches!

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

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

Although the decoration company's business has always been good, and there are always customers waiting for construction, but who thinks there is too much business?

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

"Then I'll take this opportunity today to tell you about my idea, or plan," Feng Yiping closed his notebook.

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

Of course, personally, the biggest earners of US dollars are himself and financial companies.

"However, I hope that 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 this point is just a trial of water,"

"Mr. Cai knows that I chose to enter the furniture industry because I took a fancy to the huge size of this market and the corresponding low threshold, but it is not just that," Feng Yiping said, holding the two identical albums in his hand toward the Everyone showed it off and said, "How many of you have seen this?"

"IKEA's product catalog," said Xiong Yuliang, general manager of the furniture company, "the company has many,"

"Yes, this is IKEA's product catalog, with a circulation of over 100 million copies every year, and IKEA is currently the world's number one home furnishing store. Colleagues from Shanghai or the capital should have visited their store,"

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

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

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

"I believe everyone knows what I'm going to say? Yes, the one we ultimately have to benchmark in the furniture industry is IKEA!"

This is also the reason why Feng Yiping wanted to get involved in the furniture industry in the first place, because IKEA, the leader, was calling him in front.

Most of us pay attention to IKEA, and what we may focus on is its simple and concise design style, as well as safe and environmentally friendly materials. The most important point is that everyone trusts this brand, although in some aspects, its products are really It may not be as good as its domestic counterparts.

But few people may know that the founder of IKEA, Ingvar Kamprad, has long been at the top of Forbes' list of the world's richest people, even surpassing Bill Gates for a time.

Before Feng Yiping was reborn, none of the richest Chinese men had more wealth than this old gentleman.

Moreover, unlike other wealthy people in the world, most of their wealth is made up of stocks. Because IKEA is not a listed company, but is always a family business, the gold content of his wealth is actually higher.

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

"I set this goal not because I don't want to be a general's soldier or not a good soldier, nor because of my current status. That's why I set such a goal that seems a bit high at the moment. For this goal, I also think about and It’s been years of preparation,”

"First of all, although the popularity and reputation of our Huasheng brand are definitely not as good as those of IKEA around the world, at present, only from a domestic perspective, IKEA's brand is really not as well-known as ours. Likewise, its reputation is... It’s not as good as Jiasheng,”

There are things that are very inconsistent with the laws of the market in China. Many so-called conscientious companies in the world will always show their arrogant side without any scruples after arriving in China, even if China is their most important market and source of income. Simply put, it's the hypocritical side.

There are countless such examples, and IKEA today is no exception. It is more arrogant than it was later. Of course, it is not much better later.

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

“The second advantage of IKEA is its global procurement and global sales, which bring about a reduction in scale costs. But again, this is not a problem not only for us, but also for all domestic peers. "

"Everyone also knows something about the foreign trade industry. People all over the world know that whatever we Chinese produce, the price of those products will definitely be reduced. The same is true for furniture. We don't need global procurement. As long as the production is completed domestically, then our costs will definitely not be higher than IKEA is tall,"

"This can offset IKEA's third advantage, which is the low prices it has always focused on. However, in my opinion, are IKEA's prices really low? I don't think they are low,"

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

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

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

"Especially the series you designed for Yiping," Lao Cai added.

That's natural, because to put it bluntly, they are also IKEA designs.

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

"When Magic Workshop was first established, I asked all members to design plans including furniture, and 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 issued and there was still such a goal.

"Moreover, there is also IKEA, a Qianlang that can be used to learn from and learn from." Many people couldn't help but laugh when Feng Yiping added the word Qianlang after IKEA.

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

"Don't laugh, everyone. Our goal is to catch up with the previous wave. Of course, it doesn't necessarily mean that the previous wave will hit the beach."

When he was told not to laugh, everyone laughed even harder.

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

"I would also like to emphasize that by learning and learning, I do not mean copying, but learning,"

If you want to become an international brand, you must have your own design style. Otherwise, let alone catching up and surpassing IKEA. Especially when your business expands abroad, the first thing you have to face is one thing after another. lawsuit.

"Finally, our complete shortcomings, which are completely inferior to IKEA, are the preparation, design, decoration, display and management of hypermarkets, and the most important sales,"

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

Back then, for the Laojiawei Noodle Restaurant which was only a few dozen square meters, he racked his brains to think of the outstanding image designs he saw later, and he also visited and learned from everywhere, revised the draft several times, and the final plan was hundreds of pages long, not to mention such a large supermarket that was at least several thousand square meters, tens of thousands of square meters, or even tens of thousands of square meters.

"However, we are not without experience in terminal sales. In essence, there is no difference between hypermarkets and our small convenience stores, as well as current furniture, infant clothing, home textiles, etc. Of course, the difficulty of planning and managing hypermarkets is increasing 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 would like to say that we have two steps to achieve this goal. First, we are still low-key and mainly based in China,"

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

"In China, we have an increasingly complete logistics network, which is also very critical for the furniture industry,"

"The most important thing is that IKEA's current development pace in China is very small, which is also our opportunity,"

If a company in China develops as fast as Wal-Mart, then Feng Yiping should give up!

"In the short term, our overseas sales will still be mainly through middlemen. Of course, we need to increase our efforts. The main purpose of our foreign sales is to expand the influence of our Jiasheng brand internationally."

"The international popularity of Jiasheng furniture will be greatly improved, which will effectively promote the recognition of our brand by domestic consumers."

"Because whether they are disgusted or confused, Chinese people often have superstitious faith in foreign brands."

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

"When we make up for all our shortcomings, we will blossom all over the world, in Asia, in America, and in its homeland Europe, and compete head-on with IKEA."

…………

"Mr. Xiong, you will be responsible for leading this matter and make a general action plan as soon as possible. The group headquarters and I will fully support it, and provide people and money."

"Okay," Xiong Yuliang replied loudly.

"So," Feng Yiping rolled up his sleeves, "Everyone in the furniture company, put away your pride first. Compared with our plan, we are just testing the waters now,"

"We are already the domestic leader in the fast-service hotel industry, and we are leading the convenience store industry, the decoration industry, the logistics industry..., and are moving towards higher and farther goals,"

"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 furniture industry, we will definitely be able to move from leading in China to leading in the world,"

Feng Yiping stood up and slammed the table hard, "To borrow the words of the older generation, our goals must be achieved, and our goals will definitely be achieved!"

PS: I have created a group, 454, 231, 228, welcome everyone to come, give more valuable suggestions, and look forward to the opportunity to communicate with you!