Break through the predicament
165438+1The bright sunshine in early October made the employees of Qingfeng Gome who lined up in front of Yingze Hotel, the provincial capital, full of energy. The red banner raised by the suspended hydrogen balloon also brought this joy to Qingfeng Gome's entry into the Tianlong conference. However, for the media reporters attending the meeting, this is obviously a press conference of "Serving the Country with Breeze", and the real news protagonist is the "Flying Dragon from the Outer Space" who is still in business difficulties.
In fact, as early as before this conference, there were rumors that "Tianlong" wanted to join hands with the home appliance industry. Just over a month before the conference, that is, on September 20th, the board of directors of Tianlong Group held the fifth meeting of the fourth board of directors in Sanjin International Hotel. There are different opinions about the details of this meeting. But what is certain is that the reason why this meeting is held at such a time is mainly because Tianlong Shopping Plaza has suffered losses for years. In this context, the Shanxi provincial government requires that "all the state-owned shares of 743 state-owned commercial enterprises in the province will be withdrawn before the end of 2006". Based on this, Taiyuan has set a timetable for all state-owned commercial retail enterprises in its jurisdiction to withdraw from the circulation field: before the end of this year. These two requirements are like a bladed steel knife for Tianlong Shopping Plaza, which is the leader of the department store industry. If you cut it, hope and risk coexist. But the board of directors knows that the key to the success or failure of the reform is the first knife and must be cautious. Therefore, the importance of that meeting can be imagined. The meeting finally lived up to expectations and formed an opinion on the next planning of Tianlong Shopping Plaza, which wrote: Since the transformation of 200 1 Tianlong Shopping Plaza, due to the increasingly fierce market competition, the business format has rapidly evolved, and the labor relations of employees have not been adjusted, resulting in a heavy burden on personnel, extremely unstable employees and suppliers, resulting in annual losses of Tianlong Shopping Plaza. In order to seek a new way out for the development of the enterprise, the board of directors decided after careful study: to change the business model of Tianlong Shopping Plaza and implement lease operation.
Making this decision is inevitable pain for the board of directors. No one wants to give up their own children. However, the status quo of "Tianlong" is not what it used to be, which makes this decision almost inevitable. Once upon a time, Tianlong Building, located at the intersection of Yingze Street and Xinjian Road in Taiyuan City, is the most modern comprehensive building in our province and enjoys a high reputation in the hearts of Shanxi people. 1997, Tianlong Group, which has two major commercial outlets, Tianlong Building and Tianlong Supermarket, ranked 30th in the sales of key commercial groups in China, and has not ranked 40th in the following years.
However, the good times did not last long. After the successful listing in May 2000, all the glories seemed to be quietly gone. Shortly after listing, "Tianlong" was trapped. In 2002, the loss of "ST Tianlong" was 1.4086438+0.4 million yuan. Later, in order to reverse the dilemma, "Tianlong" introduced Zheng Jin. After the two sides completed the asset replacement, "Tianlong" began to transform into the electronics industry. In 2003, "Tianlong" ushered in a short spring and turned losses into profits. In 2004, "ST Tianlong" successfully picked up the stars, but on June 3, 2004, the day after the star picking was approved, Wan Ping, the chairman of Dongguan Zheng Jin, was arrested on suspicion of economic crimes. Since then, the share price of "Tianlong" has plummeted, and its business has turned sharply, and it is in trouble again. According to an official from the Enterprise Reform Department of the State-owned Assets Supervision and Administration Commission of Taiyuan City, Tianlong's state-owned shares now only account for 7.08% of the total shares, with a total of 6 1.8 million shares. Before Kim Jong-un took office, his state-owned shares were 33.86 million shares, accounting for 36.08% of the total share capital. The Wanping incident made "Tianlong" badly hurt.
After more than a year of low-level operation, from June, 5438 to October, 2005, with the final judgment of the Higher People's Court of Shanxi Province, the Wanping incident came to an end, but "Tianlong" has been trying to break through the predicament. This meeting on September 20 is a concentrated expression of this urgent mood.
Lightning appeared.
The month of 2005 1 1 will definitely be written into the ups and downs of Tianlong's business history. 1 1 year 1 October1day, the board of directors of Tianlong Group Co., Ltd. decided to lease the upper and lower floors of the original self-operated Tianlong Shopping Plaza to Taiyuan Dingshida Industrial Co., Ltd. for overall operation, and Xiang Jinlian, the general manager of the company, became the de facto operator of Tianlong Shopping Plaza. Three days later, "Qingfeng Gome" Lightning announced its official residence. The spacious lobby and basement of "Tianlong" with more than 4,000 square meters will be rebuilt by it to operate medium and high-grade electrical appliances. The opening time is set at 65438+February. After Taiyuan Dingshida Industrial Co., Ltd. completes the transformation of commodity structure, the rest of the first and sixth floors upstairs will continue to operate department stores. It is reported that Tianlong Shopping Plaza will be fully renovated next year, when a brand-new name will be launched: Xintianlong.
"Entering Tianlong Shopping Plaza, it should be said that there was a plot before Qingfeng, but it took only a short time to really reach an agreement." Wang, executive vice president of Qingfeng Gome, is obviously quite proud of his lightning tactics in Tianlong. For Qingfeng Gome, a home appliance chain that entered the Taiyuan market in 2002, Big Brother Tianlong attracted her not only the superior geographical location (surrounded by government agencies, high-end residential quarters, office buildings and shops), but also the business image and potential cooperation prospects.
Of course, the company that has been coveted for a long time is not just "Qingfeng Gome". It is said that just the day before the announcement of this move, there are still many home appliance chain enterprises making efforts to snatch food from their mouths. In an interview, although he refused to disclose the transaction price of this cooperation, the person in charge of "Qingfeng Gome" hinted that it was expensive. It is understood that the three stores opened by "Qingfeng Gome" in Taiyuan all adopt the method of purchasing real estate directly, with the purpose of reducing costs and grabbing the market at a low price. This time, we settled in Tianlong, but we took the way of leasing, which shows that we rely heavily on Tianlong. When the reporter asked if it was possible to go public by backdoor, he just smiled and said nothing. It is understood that this cooperation, "Qingfeng Gome" and "Tianlong" signed a ten-year contract.
On the business card handed by the new operator of Tianlong Shopping Plaza to Jinlian, there are three titles: Vice President of Zhejiang Chamber of Commerce in Shanxi Province, Vice President of Wenzhou Chamber of Commerce in Shanxi Province, and Chairman of Taiyuan Dingshida Industrial Co., Ltd., a Wenzhou native who has worked hard in Taiyuan's clothing industry for many years, it is an honor to successfully lease "Tianlong". He believes that "Tianlong" only encountered some temporary difficulties in the economic wave. At present, Tianlong Shopping Plaza has realized the separation of management rights. The next step is to change the business model and revitalize Tianlong. He said eight words to introduce the benefits of "a country with a beautiful breeze": enhancing popularity and achieving a win-win situation. He said frankly that the final signing of "Qingfeng Gome" valued its strong strength in completing sales of 230 million yuan in the first half of this year.
Some people think that the most essential help for home appliance chain enterprises to settle in Tianlong is huge rent. Some people don't think so. Although there is a "Ding Shida" between "Qingfeng Gome" and "Tianlong", according to industry analysis, "Ding Shida" has only obtained the right to operate for ten years. This decade is crucial to the vitality of Tianlong. Among them, whether Ding Shida can successfully open the situation and lay the foundation for independent operation in the future is one of the key points. At present, the presence of "Qingfeng Gome" is at least a good start.
Regarding the prospect of this cooperation, the owner of a home appliance distribution enterprise believes that the home appliance industry and the department store industry can be said to be female compatriots, and the emergence of the home appliance industry is the result of market segmentation of the department store industry. The ups and downs of department store management in Tianlong Building are also related to this increasingly detailed market distribution to some extent. After a reincarnation, the home appliance industry and various formats of department stores, supermarkets and shops have regrouped, forming a * * * glory. Qingfeng Gome's move to Tianlong Department Store may also serve as evidence of this return. After Qingfeng Gome settled in Tianlong, the commercial structure of Xintianlong Shopping Plaza is a two-story appliance store and a six-story department store, which makes customers at all levels relatively concentrated, stimulates the flow of passengers and forms a dense popularity. This may be a good start for Tianlong's diversified and professional business model in the future.
* * * breeds * * * glory.
The rise of the home appliance industry in our province is precisely after Tianlong fell into a business trough. During this period, many domestic and foreign capitals have joined the national chain. In the past two or three years, many large household appliance chain enterprises have turned their attention to Taiyuan. With the enclosure movement of these enterprises in Taiyuan, some large supermarkets, shopping malls and specialty stores followed. The retail industry of household appliances in the provincial capital presents a situation in which a hundred flowers blossom. However, since 2004, the competition in the home appliance market has been unprecedentedly fierce, and some small household appliance enterprises have been eliminated. Simple replication and cloning have put some enterprises at risk. At the end of 2004, the pattern of home appliance market in Taiyuan changed dramatically, and some powerful home appliance chain enterprises emerged. By 2005, except Qingfeng Gome, Gome, Sanyou, Suning and Dazhong, all other enterprises lost in the competition. However, the competition in the home appliance industry in Taiyuan is still fierce, and the media will publish advertisements for opening new stores almost every month.
At present, Beijing Gome has four stores in Taiyuan, namely Changfeng Street, Jiefang South Road, Shuixiguan and Xiayuan, and its fifth store in Taiyuan will also open at the end of this year. "Qingfeng Gome" has Taihang, Fudong and South Inner Ring stores in Taiyuan. In addition to the Tianlong store, which will open in a few days, we are still preparing for the next Yuan store. "Dazhong Electric Appliances" has three stores: Yifen Street, Jiannan and Royal Garden. So far, in Taiyuan, the total number of electrical stores under the names of Dazhong, Qingfeng Gome, Gome, Sanyou and Suning has reached 14. If it goes well, this number may reach 20 by the end of the year. According to Wang, vice president of Qingfeng Gome, this figure is close to saturation.
While vigorously laying out the enclosure, these chain enterprises have to open some stores and close some stores. "Sanyou" once opened five electrical appliance franchise stores in Taiyuan. Last year, its Qinxian North Street store and two stores in the urban area closed down, leaving only three stores: Xinjian Road, Jiefang North Road and Xigong.
The fierce commercial war will inevitably lead some home appliance enterprises to seek other ways out. At the press conference on June 4th 165438, Qiu Puqing, chairman of Qingfeng Gome, revealed to the media that it was possible to enter the department store industry. Then, Qingfeng Gome's move will be more than just a simple move. After the competitor "Beijing Gome" of "Qingfeng Gome" opened the first business store, "Qingfeng Gome" undoubtedly found a better partner that can be cashed.
As a representative of Tianlong, Xiang Jinlian told reporters that Tianlong Group Co., Ltd., as a listed company, is currently undergoing restructuring and its employees are adjusting their labor relations. Many internal and external factors have limited the development of Tianlong, making it less competitive in business. After the implementation of the brand-new business model, Tianlong Shopping Plaza will adjust its layout and product structure, introduce first-line brand goods, and rely on the "Qingfeng Gome" appliance store to realize the dislocation operation and characteristic operation with other commercial buildings.
165438+1On the afternoon of October 4th, only five or six cars were parked in the parking lot outside Tianlong Shopping Plaza. The whole shopping plaza is open normally but there are few customers, which is in sharp contrast to the lively press conference. The basement where "Qingfeng Gome" settled in was closed and not decorated. The once all-powerful "dragon" seems to be silently waiting for the finishing touch.
I hope that the "breeze" points to the breakthrough of "Tianzhu" and "Tianlong"!