Cheng Liu Chenghe outside the city: the price of Chengcheng Chengcheng must not be higher than others

Since 2011, the home market has been at a low point. Some of the Beijing home furnishing stores are expanding and some are quietly closed, while Chengwai Chengcheng is still developing steadily as always. Two consecutive “blasting marketing” in the first half of the year attracted countless consumers, and in the downturn, sales reached more than 70 million. For the continuous large-scale promotion activities, Liu Changhe admits that this is the mental preparation made under the pressure of the entire economic situation. Outside the city, Cheng refused to passively engage in business, but actively interacted with the manufacturers and adopted a new marketing concept. In Liu’s words, “making furniture a pleasure”.

In the second quarter of this year, Chengwai Cheng took the lead in reducing rents for manufacturers and dealers, which also caused concern in the industry. When talking about the issue of rent reduction, Liu Changhe said, "We must give it first," and use "fish and water" to describe the relationship that has been established with factories and dealers for many years. When the cold came, Liu Changhe thought of his own responsibility--confidence and support to manufacturers and distributors. He even more bluntly said that he is not afraid of "landlords." He firmly believes that common development is the last word.

In the 18 years of management outside the city, Liu Changhe profoundly realized that there is competition in the industry every moment, even if there is no competition in the macro environment, there is competition in the same industry, including competition with oneself. There are innovations, scales, brands, and strength to survive. Liu Changhe said: The competition is not terrible. The key is to have confidence, measures and methods. Every enterprise has pressure, but to have the ability to change pressure as a driving force, we must constantly let our own enterprises have the ability to resist risks and be ready at any time.

Liu Changhe, general manager of Chengwai Chengjia Plaza

[Reporter]: Hello, Mr. Liu, thank you for accepting our interview. The first half of this year has passed. First of all, I would like to ask you to talk about the market situation of Chengcheng Chengwai in the first half of the year.

[Liu Changhe]: Due to the real estate policy and the European debt crisis, from the perspective of the overall economic situation, everyone may feel a little pressure. It is precisely because of this kind of mental preparation that we have made several promotional activities in the first half of this year, in order to fully occupy the market share. Because the measures are relatively effective, and the preparation is relatively complete, plus this year's Chengcheng brand is already the 18th year, its accumulation of a brand and the current scale of Chengwaicheng are constantly expanding, and the subway has been opened. In the future, the convenience of transportation, at the same time, we have re-decorated and adjusted the hardware facilities and internal and external effects of the whole city. I feel that I have not been idle in the first half of the year, and the effect is very good. The manufacturers are very satisfied with us.

In fact, like our format, it is to collect rent. The rent collection is the most convincing verification of our entire business form. Now manufacturers are rushing to pay the funds, which shows that everyone’s sales performance outside the city. It is still quite ideal. For example, we engage in activities, engage in factory direct sales, and mobilize the general public. We have been innovating in the first half of this year. We are engaged in activities, promotions, and sales, which are better than we expected at the beginning of the year, and better than in previous years.

Blasting marketing has achieved remarkable sales of 76 million

[Reporter]: Can you elaborate on the specific effects of the big promotion?

[Liu Changhe]: That is the increase in sales. Like our first blasting marketing process in April, we sold 71 million in two days and the second blasting marketing in June 1 was 76 million. This is enough to prove that our promotion is very effective, because we are a kind of precision marketing, the consumers here are prospective customers, we have done a lot of work, very hard, but our harvest is very rich. We feel that we started in the early stage of the event and succeeded in the later challenges. Up to now, we have concluded that these factories, including our colleagues, are very much recognized by Chengcheng Cheng, especially the two recent promotions. Everyone feels that the city is changing.

[Reporter]: Are you ready to continue this large-scale marketing campaign in the second half of the year?

[Liu Changhe]: At present, all industries are competing, especially the economic situation and real estate situation. I think the two-day news real estate policy will not waver. Beijing is the capital and it has potential purchasing power. I just said that Chengcheng has many advantages. It has a kind of consumption inertia, but we think that if it is still passively engaged in business, there may be no advantage. We have absorbed some advanced marketing concepts, that is, we go out, we put There are consumer demand groups to pull out of the city sincerely, we organize department staff, go out and go to the real estate community to promote, it is really hard, to some extent, not to buy furniture people are excluded, people in need want this information . We do have benefits, the effect of interacting with the factory is very good, the factory makes points, we give some benefits, then the consumer of course said that he bought genuine goods. And we have good service, brand and product. Dozens of car owners are free to pull outside the city, we have prepared gifts, some consumption to a certain extent, there are free simple dining areas, many forms are a bright spot. Anyway, all aspects can attract people's attention, so that people feel that you are not buying furniture is also a pleasure.