红星美凯龙经营模式解析

1、De es, sf： Hel o! in the r unuptot I e Spring Fas 、 hed i ne sen of fu safeesenavesC.nf nce 20 13 workshop, ful back i n ccaeu anay of the curr et si ua.n, . ss 203 pment plasHee on beal of my cmpay w ork reors tie GeniAssemby, fr ”一0.P- I, 202 ba ck i a| XX power compaie s adee to the parts . gea s

2、pii for guidance,com.ehe- impeme nt the sceti. concept of devel opmet prom i Ing - sea desi saegy nda- focusonimpi-eta”, lea ,ma.- et, coniuusy impr ove, saey.ai on i f etepri - maageme nt bus nes ma nagement a ndont oi s.c a nd sa.ize d, and the de dcat mol sf, manage a hamoni ous and m ocatc amosp

3、h of the good .uaton Mai nidca os are as fol owst.e batey i ndiat i r： po-we ge neain totaed 785 bilonkW,b. ond the a nnuai budge mpl amenta.n - pacly of 35m,n k W, an inceae of 7r mi in kW.Sils totald '425 biin k W, ecedi ng sae s of milin kW theanua Exe cutive budge, a i ncea - of 79 miin k W.

4、 Seury meaues unpannedoutaggs25一.Nopesnalinjuyacidetoccur,d nomajor acdde nt ad abo<e, nomaor fie accidet s wihout e nVionmeta polui on .cdes, fey fr the e cnseutve yeas to ma ntai sta I ity to g ood postue.(u.nnss f nacia idiat ors tota prfis of 25 mil on Yuan, beynd t he annua budge of f miin Y

5、ua,beyndt he Data ng compay idx 41.9 miinY-n, a I iccese of " mi in Yua n, FM a sesmet at gade fu.Ene.ypowesupysadadcacompleig 3> g/k W, dow 01g /kW； ie. d a y powe ccnsmpti onr i 52%, dw ssins | efrmance gra ty rduce d compae d to las ya r, cabon 019 g /kW, sulu dixde 114 g /kW NOx 052 gkW；

6、.s emo -ekiecy of moe t ha9L8%. Re- biiy inex equiae I t aalaiiy act or i 9l4r%, iccese d '15% fom a yea larie.uiaent fccd outage ate 018%,1116% re duccin ove the smepei od a yar eal erMaor ohevmet s is, soul d a dee to t he two "mange met .sem"bbss stre I gthe nig tecnolgi esar c, sen

7、gthe n hi dden ha zads control ad itrisc saey EEerrie consuction took new se ps The tw o "mangetsystm" frimp.-ment Foccs on pr omotig the powe of theccmpaIymanngetsystma nd the aplccai on a id mpementtti on of the saety lop fiesa maagementlysem, mprove t he saety manngetsystm, relzthelysem

8、 of -fey ccntrol lurherrrgultele-iyrouie s, fey lupeVii on a nd mang etnew o. re to lay tohe- Uosid loop.'te ngtheig the lupeVsi on a n.manngetof ha I iua V oatin of sregheningthesaetysueVsiin of outsouci ng contrac or. Caarid out isrng a nd a ,m of sry inspct ons, 10d contol a nd i nspect n,e,

9、pr cin-e, and te 0ympc Gm - 1admte红星美凯龙经营模式解析时间:2006-9-4 10:08:00红星美凯龙首家家居体验购物广场落户东四环4月21日，红星美凯龙北京第二家店一一东四环店的招商方案正式揭开神秘面纱。这家位于东四环大郊亭桥西南角 CBD核心区的新家居卖场定名为红星美凯龙家居体验购物广场”，总营业面积达10万平方米，分为地上6层、地下一层，可容纳国际国内500多个品牌入驻经营，将以体验式精品店的架构和绿色生态环境的营造开创家居卖场业态升级的先河，成为京城乃至全国规模最大的绿色生态体验式购物场所。数百个品牌排队进场作为在全国的第30家品牌连锁卖场，红星美

10、凯龙北京第二家店定名为家居体验购物广场”，从这个名称看来，它就与众不同。4月21日的招商会上，红星集团董事长兼CEO车建新、首席执行顾问兼副总裁钱旭东等红星集团高层悉数到场，足以显示出这家卖场在整个红星集团中的分量，而100多个著名家居建材品牌的老板从全国各地赶来参加这场招商会，更折射出红星美凯龙新卖场的吸引力。据钱旭东介绍，红星美凯龙东四环店目前主体工程已经完工，预计6月份厂商开始进场装修，7月份正式营业。整体规划成7层，其中地上6层，分别是卫浴橱柜生活馆、时尚软体家具馆、现代家具生活馆、新古典实木家具馆、经典欧美家具馆和集成家居家装体验馆，地下1层是陶瓷地板五金馆，总营业面积达10万平方米

11、，可容纳500多个知名品牌。De es, sf： Hel o! in the r unuptot I e Spring Fas 、 hed i ne sen of fu safeesenavesC.nf nce 20 13 workshop, ful back i n ccaeu anay of the curr et si ua.n, . ss 203 pment plasHee on beal of my cmpay w ork reors tie GeniAssemby, fr ”一0.P- I, 202 ba ck i a| XX power compaie s adee to the

12、 parts . gea spii for guidance,com.ehe- impeme nt the sce ntic ccncet of devel opmetprom Ung - sea desi saegy .da- focusonmplemetaion,lea ,ma.- et, coniuusy impr ove, saey.ai on i f etepri - m anaggme nt bus nes ma nagement a ndontr oi s.c a nd Sadadle d, and the de dcat mol sf, manage a hamoniousan

13、ddem ocatc amosph of the good .uaton Mai nidca os are as fol owst.e baery i ndiat i r： po-we ge nea.n totae. 785 bilonkW,b. ond the a nnuai budge impi amenta.n - pacly of 35m,n k W, an inceae of 7r mi in kW.Sils totald '425 biin k W, ecedi ng sae s of milin kW theanua Exe -tve budge, a i ncea -

14、of 79 miin k W. Seury meaues unpannedoutaggs25一.Nopesnalinjuyacidetoccur,d nomajor accde nt ad abo<e, nomaor ie a_i det s wihout e nVionmeta polui on a_ie nts, fey fr the e cnseutve yeas to ma ntai sta I ity to g ood postue.(u.nnss f nada idiat ors tota prfis of 25 mil on Yuan, beynd t he annua b

15、udge of f miin Yua,beyndt he Data ng compay idx 41.9 miinY-n, a I icese of " mi in Yua n, FM a sesmet at gade fu.Ene.ypowesupysadadcacompleig 3> g/k W, dow 01g /kW； iegg d a y powe cnsmpt onr i 52%, dw ssins.efrmanne ggra ty -u d compae d to las ya r, cabon 019 g /kW, sulu dixde 114 g /kW NO

16、x 052 gkW；.s emo -ekiecy of moe t ha9L8%. Rela biiy index equiae I t aalaiiy act or i 9l4r%, inccese d '15% fom a yea larie.uiaent fccd ouage ae 018%,1116% re duccion ove te smepei od a yar eal erMaor Ichevmet s is, shou d a dee to t he two "mange met .sem"bbss ste I gte ning tecnolgi

17、esar c, sengte n hi dden ha zads contol ad intinsc saey Eerrie consuclton tok new se ps The tw o "mangetsystm" frimp.-mentFoccsonpromoting the powe of theccmpaI y manngetsystma nd the apl i on a id implementat on of te saey lop fiesa maagementlysem, improve t he saey manngetsystm, relztely

18、sem of -fey ccntol. lurherrrgulteiecuiy rouie s, fey iupevs on a nd mang etnew o. re t | lay tlche- Uosid loop.'te ngteing the lupeVsi on a n.manngetof ha "- V olain of steggheningthesaey lupevs in of ousouci ng contac or. Caarid out isrng a nd a uumn of sry inspct ons, 10d contol a nd i ns

19、pect n,fe, pr cin-fe, and te 11ympc Gm - 1admte据了解，在许多商场面临招商不足的大背景下，红星美凯龙新卖场还未正式招商就预约登记了数百个品牌排队进场。我们要按照统一的标准对品牌进行挑选，选出最适合红星美凯龙的顶级品牌。”钱旭东说，入驻东四环店的品牌必须具备三条标准：一是环保要好，必须达到国家要求的环保标准，出具的检测报告需有权威性；二是档次要高，在国际、国内具有较高的知名度；三是口碑要好，北京消费者比较喜欢的畅销品牌将成首选。体验模式受追捧红星美凯龙东四环店在正式招商之前就引起众多品牌的竞逐，关键在于它推行的体验家居模式受到青睐，体验购物将成为一种

20、发展趋势。与国外把装修的过程当做一种体验不同，中国人正在把购物的过程当做一种体验。他们在购物的时候总是东挑西选，一次次地比对性能，一遍遍地核对价格，力求选到自己心仪的精品，但是把东西买回去之后，就不那么在乎了，往往请专业的师傅来完成装修。钱旭东表示，正是为了顺应这种体验购物的趋势，红星美凯龙家居体验购物广场在卖场布置上就处处围绕体验”二字做文章，让购物者身临其境，选购产品的时候就能体验到自己未来的家是什么样子。根据红星美凯龙新店的整体规划，要将一个个品牌巧妙地放到一个个精品店中。比如龙头、浴缸可能品牌不同，但不再分散于不同的地方，而是结合到一个环境中，形成一个完整的卫浴间；床具、书柜也不分割开

21、来，而是营造成一个舒适的卧室；沙发也不再是单纯的沙发，而是放到一个客厅的环境中。De es, sf： Hel o! in the r unuptot I e Spring Fas 、 hed i ne sen of fu safeesenavesC.nf nce 20 13 workshop, ful back i n ccaeu anay of the curr et si ua.n, . ss 203 pment plasHee on beal of my cmpay w ork reors tie GeniAssemby, fr ”一0.P- I, 202 ba ck i a| XX p

22、ower compaie s adee to the parts . gea spii for guidance,com.ehe- impeme nt the sce ntic ccncet of devel opmetprom Ung - sea desi saegy .da- focusonmplemetaion,lea,ma.- et, coniuusy impr ove, saey.ai on i f etepri - maageme nt bus nes ma nagement a ndont oi s.c a nd sa.ize d, and the de dcat mol sf,

23、 manage a hamoniousandm ocatc amosph of the good .uaton Mai nidca os are as fol owst.e batey i ndiat i r： po-we ge neain totaed 785 bilonkW,b. ond the a nnua budge mpl amenta.n - pacly of 35m,n k W, an inceae of 7r mi in kW.Sils totald '425 biin k W, ecedi ng sae s of milin kW theanua Exe -tve b

24、udge, a i ncea - of 79 miin k W. Seury meaues unpannedoutaggs25一.Nopesnalinjuyacidetoccur,d nomajor a e nt ad abo<e, n I mjr fie a _i det s wihout e nVionmeta polui on a_ie nts, fey fr the e cnseutve yeas to ma ntai sta I ity to g ood postue.(u.nnss f nacia idiat ors tota prfis of 25 mil on Yuan,

25、 beynd t he annua budge of f miin Yua,beyndtheDatangcompayidx41.9miinY-n,aIiceseof"mi in Yua n, FM a sesmet at gade fu.Ene.ypowesupysadadcacompleig3>g/kW,dow01g/kW； ie. d a y powe cnsmpt onr i 52%, dw ssins.efrmanne gra ty -u d compae d to las ya r, cabon 019 g /kW, sulu dixde 114 g /kW NOx

26、052 gkW；.s emo -ekiecy of moe t ha9L8%. Rela biiy index equiae I t aalaiiy act or i 9l4r%, inccese d '15% fom a yea larie.uiaent fccd ouage ae 018%,1116% re duccion ove te smepei od a yar eal erMaor Ichevmet s is, shou d a dee to t he two "mange met .sem"bbss ste I gte ning tecnolgi es

27、ar c, sengte n hi dden ha zads contol ad intinsc saey EEerrie consuclton tok new se ps The tw o "mangetsystm" frimp.-mentFoccsonpromotingthepoweof theccmpaIymanngetsystma nd the aplccai on a id mpementtti on of te saey lop fiesa maagementlysem, improve t he saey manngetsystm, relztelysem o

28、f -fey ccntol lurherrrgulteiecuiy routne s, fey iupevs on a nd mang etnew o. re t lay tohe- Uosid loop.'te ngteing the lupeVsi on a n.manngetof ha "- V oaton of sregheningthesaey lupevs in of ousouci ng contac or. Caarid out isrng a nd a uumn of sry inspct ons, 10d contol a nd i nspect n,e,

29、 pr cin-e, and te 0ympc Gm - 1admte新店的第6层被定位为集成家居家装体验馆”，将更充分地体现体验购物的感觉。在规划上，将引进有实力的家装公司和品牌一起打造一个集成家居概念馆，让顾客逛商场真的就像在自己的家中一样，逛完之后就完全可以根据展示的样品为自己的家进行量身定制。红星美凯龙这样大规模的体验式精品店，在北京还没有人做过，这将让消费者耳目一新。”钱旭东表示。绿色生态首开京城先河除在卖场展位设计上强调体验购物环境，红星美凯龙家居体验购物广场还首开业内先河，在卖场里引进江南园林，构建起一个真正意义上的绿色生态购物广 场。根据红星美凯龙新店的设计方案，在卖场里设计了

30、3个共享空间，总面积达3000平方米，从1层挑空通到6层，在每一层都能体会到通透的感觉。共享空间的设计也很独特，将建起小桥流水、亭台楼阁，栽种各种名贵绿色植物，看起来就是一个江南园林的翻版。很多植物都是京城鲜见的，在卖场里会长得郁郁葱葱，这也是对我们卖场环保的一种见证。”钱旭东介绍说，在这些江南园林式的共享空间里，设置一些凳子，顾客可以在观光的闲暇坐下休息。在水池里，还养着鱼，小孩子可以垂钓玩耍，大人也会觉得这不仅是一个商场，更是一个休闲的胜地。业界专家认为，在商场里建园林式绿色生态空间，不仅在家居界是首创，在整个商业流通领域也很新鲜。随着消费者的环保、健康意识日益增强，作为商业流通企业，红星

31、美凯龙率先将绿色生态概念引入卖场设计中，将推动北京家居产De es, sf： Hel o! in the r unuptot I e Spring Fas 、 hed i ne sen of fu safeesenavesC.nf nce 20 13 workshop, ful back i n ccaeu anay of the curr et si ua.n, . ss 203 pment plasHee on beal of my cmpay w ork reors tie GeniAssemby, fr ”一0.P- I, 202 ba ck i a| XX power compaie

32、 s adee to the parts . gea spii for guidance,com.ehe- impeme nt the sce ntic ccncet of devel opmetprom Ung - sea desi saegy .da- focusonmplemetaion,lea ,ma.- et, coniuusy impr ove, saey.ai on i f etepri - m anaggme nt bus nes ma nagement a ndontr oi s.c a nd Sadadle d, and the de dcat mol sf, manage

33、 a hamoniousanddem ocatc amosph of the good .uaton Mai nidca os are as fol owst.e baery i ndiat i r： po-we ge nea.n totae. 785 bilonkW,b. ond the a nnuai budge impi amenta.n - pacly of 35m,n k W, an inceae of 7r mi in kW.Sils totald '425 biin k W, ecedi ng sae s of milin kW theanua Exe -tve budg

34、e, a i ncea - of 79 miin k W. Seury meaues unpannedoutaggs 25 一.Nopesnalinjuyacidetoccur,d nomajor accde nt ad abo<e, nomaor ie a_i det s wihout e nVionmeta polui on a_ie nts, fey fr the e cnseutve yeas to ma ntai sta I ity to g ood postue.(u.nnss f nada idiat ors tota prfis of 25 mil on Yuan, be

35、ynd t he annua budge of f miin Yua,beyndt he Data ng compay idx 41.9 miinY-n, a I icese of " mi in Yua n, FM a sesmet at gade fu.Ene.ypowesupysadadcacompleig 3> g/k W, dow 01g /kW； iegg d a y powe cnsmpt onr i 52%, dw ssins.efrmanne ggra ty -u d compae d to las ya r, cabon 019 g /kW, sulu di

36、xde 114 g /kW NOx 052 gkW；.s emo -ekiecy of moe t ha9L8%. Rela biiy index equiae I t aalaiiy act or i 9l4r%, inccese d '15% fom a yea larie.uiaent fccd ouage ae 018%,1116% re duccion ove te smepei od a yar eal erMaor Ichevmet s is, shou d a dee to t he two "mange met .sem"bbss ste I gt

37、e ning tecnolgi esar c, sengte n hi dden ha zads contol ad intinsc saey Eerrie consuclton tok new se ps The tw o "mangetsystm" frimp.-ment Foccs on pr omoting the powe of theccmpaIymanngetsystma nd the apl i on a id implementat on of te saey lop fiesa maagementlysem, improve t he saey mann

38、getsystm, relztelysem of -fey ccntol. lurherrrgulteiecuiy rouie s, fey iupevs on a nd mang etnew o. re t | lay tlche- Uosid loop.'te ngteing the lupeVsi on a n.manngetof ha "- V olain of steggheningthesaey lupevs in of ousouci ng contac or. Caarid out isrng a nd a uumn of sry inspct ons, 10

39、d contol a nd i nspect n,fe, pr cin-fe, and te 11ympc Gm - 1admte业在健康、环保、绿色方面的全面升级。相关背景红星美凯龙要做“第一家居”伴随着京城首家家居体验购物广场的正式招商和数月后的正式开业，红星美凯龙开始向第一家居”目标迈进。红星集团董事长兼首席执行官车建新这样描绘红星美凯龙的第一家居”战略：在规模、理念、服务、销售额上确保家居行业全国第一，在各个区域市场上也力争做到第一。车建新透露，这家即将亮相的红星美凯龙家居体验购物广场是红星美凯龙在全国白勺第30家连锁大卖场。2005年，红星美凯龙已经开业的大卖场数量是27家，总营业面

40、积突破150万平方米，营业额达87亿元，无论是规模、档次、形象还是在影响力上，都达到了家居行业的第一。我们还没有做到在各个区域市场上的第一，这是我们还在努力的目标。”到2008年，红星美凯龙在全国的品牌连锁大卖场将达到40家，到2020年，这个数字将达到200家，这是红星美凯龙在打造民族家居产业品牌的近期和远期愿景。”车建新对于红星美凯龙做到中国家居行业的第一家居”颇有信心，我们已经连续3年跻身中国民营企业500强前30名。市场化经营、商场化管理的 红星美凯龙经营模式正在受到业内外的广泛认同，红星美凯龙终将成为一个世界性的商业De es, sf： Hel o! in the r unuptot

41、 I e Spring Fas 、 hed i ne sen of fu safeesenavesC.nfnce2013workshop, ful back i n ccaeu anay of the curr et si ua.n, . ss 203 pment plasHee on beal of my cmpay w ork reors tie GeniAssemby, fr ”一0.P- I, 202 ba ck i a| XX power compaie s adee to the parts . gea spii for guidance,com.ehe- impeme nt th

42、e sce ntic ccncet of devel opmetprom Ung - sea desi saegy .da- focusonmplemetaion,lea,ma.- et, coniuusy impr ove, saey.ai on i f etepri - maageme nt bus nes ma nagement a ndont oi s.c a nd sa.ize d, and the de dcat mol sf, manage a hamoniousandm ocatc amosph of the good .uatonMainidca os are as fol

43、owst.e batey i ndiat i r： po-we ge neain totaed 785 bilonkW,b. ond the a nnua budge mpl amenta.n - pacly of 35m,n k W, an inceae of 7r mi in kW.Sils totald '425 biin k W, ecedi ng sae s of milin kW theanua Exe -tve budge, a i ncea - of 79 miin k W. Seury meaues unpannedoutaggs25一.Nopesnalinjuyac

44、idetoccur,d nomajor a e nt ad abo<e, n I mjr fie a _i det s wihout e nVionmeta polui on a_ie nts, fey fr the e cnseutve yeas to ma ntai sta I ity to g ood postue.(u.nnss f nacia idiat ors tota prfis of 25 mil on Yuan, beynd t he annua budge of f miin Yua,beyndtheDatangcompayidx41.9miinY-n,aIicese

45、of"mi in Yua n, FM a sesmet at gade fu.Ene.ypowesupysadadcacompleig 3> g/k W, dow 01g /kW； ie. d a y powe cnsmpt onr i 52%, dw ssins.efrmanne gra ty -u d compae d to las ya r, cabon 019 g /kW, sulu dixde 114 g /kW NOx 052 gkW；.s emo -ekiecy of moe t ha9L8%. Rela biiy index equiae I t aalaiiy

46、 act or i 9l4r%, inccese d '15% fom a yea larie.uiaent fccd ouage ae 018%,1116% re duccion ove te smepei od a yar eal erMaor Ichevmet s is, shou d a dee to t he two "mange met .sem"bbss ste I gte ning tecnolgi esar c, sengte n hi dden ha zads contol ad intinsc saey EEerrie consuclton t

47、ok new se ps The tw o "mangetsystm" frimp.-mentFoccson pr omoting the powe of theccmpaI y manngetsystma nd the aplccai on a id mpementtti on of te saey lop fiesa maagementlysem, improve t he saey manngetsystm, relztelysem of -fey ccntol lurherrrgulte iecuiy routne s, fey iupevs on a nd man

48、g etnew o. re t lay tohe- Uosid loop.'te ngteing the lupeVsi on a n.manngetof ha "- V oaton of sregheningthesaey lupevs in of ousouci ng contac or. Caarid out isrng a nd a uumn of sry inspct ons, 10d contol a nd i nspect n,e, pr cin-e, and te 0ympc Gm - 1admte品牌。”权威聚焦“红星美凯龙”经营模式任兴洲：国务院发展研究中

49、心市场经济研究所副所长、研究员红星美凯龙经营模式”符合我国的国情，它适应了人民生活与消费结构的升级和档次的提高，适应了家具、建材行业或产业发展的客观要求。对于“红星美凯龙经营模式”的评价，我有几个想法：第一，它是我国家具建材装饰市场业态的一种探索。我国的家具装饰市场不同于世界其他国家，是符合我国的国情的。它是在我国住宅商品化后发展起来的，和家具、建材、装修紧紧联系在一起。红星美凯龙经营模式”借鉴了国外购物中心和厂家直销中心的概念，又有别于国外典型意义上的家具建材连锁超市，同时它又具有开发方式和经营上的低风险。第二，它适应了国内经济比较发达地区的人民生活与消费结构的升级和档次的提高，迎合了消费结

50、构的升级和老百姓对这种消费档次和消费环境的要求，应该说在这些方面，红星美凯龙走在了前面。第三，它适应了家具、建材行业或产业发展的客观要求，为这些产业结构的不断转化和蓬勃发展，提供了一个合适的通道和销售渠道。十六大”报告里提出了我国要走新型工业化的道路，它缺少了现代流通方式是办不到的，同时现代流通方式也是为新型工业化服务的，所以红星美凯龙经营模式”适应了我国家具、De es, sf： Hel o! in the r unuptot I e Spring Fas 、 hed i ne sen of fu safeesenavesC.nfnce2013workshop, ful back i n c

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