Has served nearly 30 brands including Ruixun Coffee, Riel Dental, Nai Xue Tea, Zhongnex Group, Dixintong, etc.
Offline business is accelerating chain and branding. What changes will this bring?
The first is the emergence of new brands. I don’t look at the special case of Ruixing’s 2,000 stores in one year. In the convenience stores, restaurants, beauty salons, pharmacies and many other fields, there are also a number of rapidly expanding brands. Another idea is “individual single-store branding”. From the transformation of the couples’ stores in previous years to the OYO of individual hotels, the company has begun to try “OYO mode” in more directions such as catering.
For all brands, a quick copy of the store is the first step in getting the market,so the players on the “open shop” chain are also welcoming new opportunities.
Discussed “Join 2.0”, “Lianmei Technology” (hereinafter referred to as Lianmei) is optimistic about providing decoration services for the chain of commercial space.
Lianmei was established in 2017 and was jointly funded by Dongyi Risheng and Songhe Capital. CEO Gao Haotao said that the advantages of Lianmei are: 1. Digitalization capability, relying on BIM technology to develop DIM+ digital decoration system, standardization, digitization and visualization of decoration, ensuring quality, accelerating the construction period, and achieving rapid copying of the store; 2. Delivery Ability, backed by East Yi Risheng, can achieve construction and delivery in the country.
At present, Lianmei focuses on the head brands in the retail, new catering, medical, education and other industries, and has benchmarked customers to train the company’s understanding of the industry. He has served Ruixing Coffee, Riel Nearly 30 brands, including Dental, Nai Xue, Zhongyin Group and Dixintong, have an annual growth rate of more than 100%.
Gao Haotao told that the establishment of Lianmei Technology is optimistic about the following three trends: 1. The offline commercial chain is accelerating, the corresponding tooling service will be a 2 trillion market; 2. The offline competition is intensifying, the marketThe requirements for decoration design have been greatly improved, and the demand for replacement has been concentrated and more frequent. 3. Traditional tooling companies are mainly service-oriented projects, such as big hotels, big shopping malls, office buildings, and the decoration service for chain stores is a relative. Blank market.
At the same time, “BIM’s new technical elements have more opportunities to land in the tooling field,” Gao Haotao said. According to the information, BIM (Building Information Modeling) originated from the construction project, and was used to open the design in the decoration. The difference between the plan, the construction plan, and the material calculation – this can certainly greatly improve the efficiency of home improvement, but the home improvement emphasizes individualization, and the tooling emphasizes “one-time molding, multiple copying”, and for the tooling customers, each additional One day of renovation time, it is necessary to pay more for one day rent and one day less turnover. The pain of “pursuit of efficiency” will be more obvious.
Taking a store that Lianmei has served as an example, the 400-square-meter store has an average rent of 10,000 a day, a labor cost of 10,000, and a business flow of 40,000. Every additional day of renovation means a recession of 60,000 yuan. cost. From the time of determining the store, design, quotation, confirmation, and final construction to delivery, it usually takes 120 days. In the mode of Lianmei, it only takes 60 days – saving 3.6 million.
Gao Haotao introduced that Lianmei based on BIM technology developed DIM+ digital decoration system, the benefits are:
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Design: Full-space digitization, which can automatically calculate and adjust material requirements, price budget, and process technology according to the design; present the decoration effect to the customer with the naked-eye 3D AR model diagram to improve decision-making efficiency. In this way, the time to communicate with customers, modify the design, and determine the construction plan can be shortened from the traditional 30 days to an average of 5 days, and because the design materials are all digital and modular, it is convenient for old store maintenance and new store reuse.
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Construction preparation: Automatically generate material purchase list, employment plan, and avoid possible errors on the site through simulation construction; in addition, according to the construction plan and schedule, the material usage can be accurately calculated, and the process and the process can be arranged reasonably. Materials enter the market to improve the efficiency of logistics and warehousing.
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On-site implementation: There is an online communication management system, real-time monitoring of each process node, material prices and usage will be transparently and accurately reflected in the system, which is convenient for the management of the construction process , also allows customers to see at a glanceGo to the project progress.
In terms of specific effects, the DIM+ digital decoration system can reduce the rework by 90% on average, shorten the 30% schedule and save 30% of the cost compared with the traditional construction scheme.
But only digital capability is not enough. Gao Haotao said that there are also companies that do software systems, but brand customers want renovation results, can only serve design companies and construction teams; and the software costs are higher. The design company and the construction team are not willing to replace; in the end, these software companies are beginning to build their own design and delivery capabilities.
In addition to the construction delivery capabilities of Dongyi Risheng in 45 branches and nearly 200 partners across the country, Lianmei also values its understanding of different industries. Catering and retail, education and medical, different customers have different decoration needs, and the required design, product and supply chain capabilities are different, so Lianmei will focus on some high-growth, fast iterative industries ( Retail, new food, medical, education).
In these industries, the head brands are first served. First, the decoration appeals of these stores are benchmarking. After research, they can be reused. Second, they can also establish brand effects for Lianmei, so that they can find more. Customers in the same industry. Different from home decoration, when brand decoration chain stores, they often look for several service providers, first handing them to one or two stores, comparing each other’s delivery capabilities, and making further decisions.
“The vicious competition of subsidy warfare does not work. This single has become a bad result or you can’t get a list later,” Gao Haotao told. Therefore, companies must polish their design capabilities, delivery capabilities, and supply chain construction to be more solid.
Currently, Lianmei is also undergoing a new round of financing.