1986, Entrepreneurship in 600 yuan; 199 1 year, Changzhou hongxing furniture city was established; 1996, China hongxing furniture group was established; In 2000, Red Star Macalline International Furniture Plaza opened in Beijing. In 20 12 years, the total sales of Red Star Macalline merchants exceeded 50 billion yuan; In 20 14, Red Star Macalline acquired Jisheng Weibang for 2 billion yuan.
The director of this drama is Che Jianxin, the chairman and CEO of Red Star Macalline Group, who is regarded as the first person in the home furnishing industry. This business tycoon who started in 600 yuan and holds tens of billions of assets does not show the domineering of the industry leader. Instead, he is like a kind-hearted scholar, and his quiet words reveal a simple power.
Do a little better than others
1966, Che Jianxin was born in an ordinary family in Changzhou City, Jiangsu Province. /kloc-after leaving school at the age of 0/7, I went to a construction site to cook for people, and began to learn carpentry a year later. The diligent young man soon won the favor of his master and was willing to teach him skills. Two years later, he began to take his apprentice before the teacher was full. At the age of 20, Che Jianxin was already the master of five apprentices.
Young Che Jianxin loves to think about philosophical problems in life, which is confirmed in his later works. In the book Wisdom of Experience, which shared his growth philosophy, he wrote:? Life is irreversible. Every life is great. Since it is the existence of life, I come to this world for a walk, at least I want to live clearly: who am I? What's going on in this world?
When learning craft, Che Jianxin always asks himself: Who am I? The answer is:? A good carpenter! ? So he went all out to become a good carpenter. And he suffered a lot in the life of working, and he also realized one? Why? :? Working for others will never succeed. ?
20-year-old Che Jianxin started his own business with 600 yuan money borrowed from relatives, and two years later he owned his first furniture store. Since then, the cause has continued to grow and develop. Today, Red Star Macalline has opened 130 stores nationwide, ranking first in the industry in terms of turnover and influence. Its home square has also developed from the first generation of Red Star Furniture City to the eighth generation of home art experience shopping malls. In 20 12 years, the total sales of Red Star Macalline merchants exceeded 50 billion yuan.
Che Jianxin summed up his success with Red Star Macalline and said:? My trick in doing things is to do better than others and pursue perfection and exquisiteness, so as to cultivate my self-confidence and accumulate achievements. To do every detail well, you may spend 30% or even twice as much energy as others at first, but later you can get twice the result with half the effort. ?
The acquisition of Jisheng Weibang transformed 2 billion.
A meaningful life must be a life with a clear plan. ? My plan is based on the orientation of my own advantages, the direction of career development and the direction of continuous learning. ? Che Jianxin has indeed done so. 2065438+In February 2004, Red Star Macalline invested more than 2 billion yuan to acquire Jisheng Weibang, the third in the industry.
? The household market is a trillion-dollar market with a large scale, but the industry concentration needs to be improved. The acquisition of Jisheng Weibang is beneficial to the development of Red Star Macalline. After the acquisition, will Red Star Macalline be perfect? Big brand system? Realize differentiated market positioning and further enrich and expand product lines. ? During the interview, Che Jianxin was full of confidence in the future development of Red Star Macalline.
Since 20 12, the home furnishing industry in the lower reaches of the industrial chain has been greatly impacted by real estate regulation. Many furniture brand stores at home and abroad have suffered setbacks in the past two years. After introducing the furniture village model of Jisheng Weibang, it is obvious that Che Jianxin has not been shrouded by the halo of industry first. He understands that Red Star Macalline needs to transform and keep pace with the times.
Che Jianxin said that after the acquisition, it will still maintain the dual-brand operation of Red Star Macalline and Jisheng Weibang. ? Jiayuan village is a good business model. With the advantage of Red Star Macalline's existing outlets, we will vigorously develop the home village model and copy it to the whole country. Red Star Macalline can also implant its building materials brand resources into the home village, and combine the existing positioning of the home village to become a real world home factory direct sales center.
Reduce gross profit margin and e-commerce competition
He has a high degree of understanding in Che Jianxin's business road. He saw the future prosperity of China's home furnishing industry from the operation of small furniture stores, and also realized the shortcut to make up for his shortcomings from his contacts with people. Nowadays, under the rush of e-commerce, he has unique views on the future development of the home furnishing industry.
? Although e-commerce is a hot topic now, buying a house cannot be separated from on-site experience. I am full of hope and enthusiasm for the future of the home physical shopping mall. ? Che Jianxin said.
In the face of e-commerce, home shopping malls are an exceptional industry. Che Jianxin concluded that e-commerce apparently saves the cost of fixed assets, but the cost of obtaining traffic through virtual channels is high, including traffic cost, advertising cost, brand cost and platform cost. Shopping center is an entity with four advantages: natural passenger flow, scene display, advertising effect and leisure experience. ? Home products require a high degree of experience. No matter the material, texture and color of the product, customers need to experience it in person before they can confirm the purchase. This is a natural moat for the home furnishing industry to cope with the impact of e-commerce. ?
Che Jianxin said that at present, the number of high-end furniture manufacturers cooperating with Red Star Macalline has reached 1 10,000, and the factories have basically reached a promise with Red Star Macalline: online and offline prices. ? Competing with e-commerce is to reduce gross profit margin. We use more than 20% of the rental income of shopping centers to subsidize consumers and reduce the gross profit margin in order to gain a competitive advantage. ?
Three books in a row convey wisdom and experience.
Che Jianxin said that he has three dreams: the first dream is to make the enterprise world-famous and become one of the top 500 enterprises in the world; Second, be a scholar; Third, be a gentleman. ?
His first dream doesn't seem far away: in the past 28 years, Che Jianxin has turned 600 yuan Loan into a business empire with 60 billion assets, and the territory is still expanding.
At the same time, he began to think about softer topics, such as meaning, value and existence. These insights and experiences were finally presented in two books published on 20 13. The name of this book is Wisdom of Experience.
The publication of this set of books is related to Che Jianxin's father. After his father died, Che Jianxin missed him very much. He wanted to write a family instruction, but later he felt that it was incomplete. Later, he decided to write about his feelings. He thought for six years and wrote for four years, and wrote two books, one called Philosophy of Life and the other called Philosophy of Growth. Early next year, his third book, Philosophy of Life, will also be published.
Thinking about these philosophical topics every day softened Che Jianxin's life. Every night at 9 o'clock, no matter how busy he is at work, as long as it doesn't rain and get sick, he will take his wife and children out for a walk.
? I am a workaholic and want to work until the last moment of my life. I also cherish the little time I spend with my family every day. Walking can also help me exercise. ? Che Jianxin has been dealing with his family for more than 20 years, and he realized more and more that no matter how many houses there are, no matter how expensive the furniture is? Home? It's just a scene. What else? Home? The core of love. 20 10 he offered to hold it? Love home day? Let everyone know each other again? Home? This paper discusses the connotation of the emotional way and the way of getting along with each other in contemporary families. After all, what is Red Star Macalline? Family-oriented? .
For this dream, Che Jianxin did many things, one of which was to buy 10000 copies of Aesthetic Principles and send them to every employee. ? There are also security guards and cleaning aunts. I hope they can also learn some aesthetic theories and common sense. He said,? I like Valery's series, okay? The deepest part of the human body is the skin? And Red Star Macalline wants everyone to feel that the deepest part of home is art?
The meaning of life lies in reading yourself, reading the world, exploring life and experiencing life in the way of pursuing wisdom. Che Jianxin said? Twenty years ago, I asked myself? Who am I and what is the answer? A good carpenter? . After five years, I asked again? Who am I? The answer is yes. Hard-working entrepreneurs? . If someone asks this question again, my answer is? A hard-working man? . ?
Entrepreneurial process
Red Star Macalline went from a local furniture franchise store to pioneering? Red Star Macalline Mode? The first circulation brand in the home furnishing industry in the era of Home Furnishing Mall witnessed the development of China's home furnishing industry in the reform and opening up, and also influenced the lifestyle changes of countless people in China. It can be said that Red Star Macalline is a witness and participant of China Home Furnishing for 27 years, and also a practitioner and creator of the future mission of China Home Furnishing Industry. The evolution of Red Star Macalline from the first generation to the eighth generation shopping malls is the best witness!
The first generation: renting a factory to operate the home market.
In the initial process of furniture production and consignment, the distribution channel ate part of the profits and increased the burden on consumers, while the initiative was in the hands of sellers, and the manufacturers were implicated. So 1988, Red Star Macalline began to integrate production and sales, and the front shop and the back factory operated furniture. 199 1 year, Red Star Macalline began to lease factories to operate the home market. The products on the market are rich and the sales forms are flexible: there are factory direct sales and consignment channels.
The second generation: self-built shopping malls
In the 1980s, there were some problems in renting factories to run home stores: 1. At the beginning, the purpose of building houses was not to operate home stores, and the pattern was often impractical, the environment was poor, and the decoration cost was high; 2. The rental cost is high; 3. Unstable, there are many uncertain factors such as whether the lease can be renewed or increased after the lease expires; 4. Some businesses cheat consumers and their services are not guaranteed. Sustainable operation has been greatly affected. As a result, the first generation shopping mall model was quickly abandoned, and Red Star Macalline began to build its own shopping mall with land. This model gives full play to the respective expertise and initiative of Red Star and merchants, reduces intermediate links and transaction costs, and achieves a win-win situation for Red Star Macalline, manufacturers and consumers.
The Third Generation: Market Management and Shopping Mall Management
The furniture and building materials market in China, which started in 1980s and 1990s, has the advantages of factory direct sales or regional general agent, although brands, miscellaneous brands and fake and inferior products coexist, omitting intermediate links. If we give full play to these advantages, the market will definitely upgrade. 1996, Red Star Macalline took the lead in Yangzhou? Brand binding? Run, run? Market management, shopping mall management? At that time, a slogan was put forward: like oil refining, the good ones are continuously refined and the poor ones are eliminated. Red Star, through the survival of the fittest, led the China building materials and home furnishing market to take the lead in brand optimization and market upgrading, which promoted the upgrading of the whole industry.
The Fourth Generation: Chain Brand Market
From 65438 to 0997, Red Star Macalline learned from the chain model and established the chain brand market. Less investment, faster expansion, more effective chain operation, and the single-store scale in by going up one flight of stairs have made the Red Star brand go to the whole country.
The fifth generation: take full responsibility for all products sold.
In 2000, Red Star Macalline was first launched in China? Red Star Macalline takes full responsibility for all the goods sold? Our services range from the backstage of venue leasing to the front desk of directly serving customers. There are exercises? No reason to return, pay first, green? Waiting for service commitment. And start using it for the first time? Red Star Macalline? , into a dress? China heart? .