Interview with Yuan Yuping behind the success of the "Royal One Model"

Royal One's new life proposal is dedicated to designing happiness for customers

      It took only two years for a Canadian high-end brand to be transplanted from a foreign country to China, from grounding to rooting to flourishing . However, Royal One has made a deep impression in consumers' minds. A few days ago, a statistical data made by Royal One for consumers across the country showed that 95 % of high-end consumers know the Royal One brand and products, and 78 % of ordinary consumers know the Royal One brand. Each flagship store of Royal One is occupying a major market share with an undisputed position.

With the reporter's professional sense of smell, the success of a brand undoubtedly has its profound business philosophy and cultural essence. Mr. Yuan told reporters that she had many years of successful experience in home furnishing in North America. " I found a phenomenon where the more high-end customers, the higher the expectation of happiness is than ordinary people. Their performance is recognized by the society and they hope This recognition is brought into life. " How to design a happy life for high-end customers is Yuan Yuping's goal for many years. To this end, she introduced a brand-new business philosophy such as " New Life Proposal " in the enterprise . " Price is part of the business. But we must value more. The new life proposal is to continue to provide customers with richer, high-quality products and better services. " Yuan explained that as China's economy takes off, eat and drink well Not only can it not satisfy the people, it is more difficult to meet the psychological needs of high-end customers. "A price war in the store is also a way of management, but cheapness cannot bring satisfaction to the heart. Customers need more things with a happiness index to make them happy in consumption. This is the way of thinking and management tone of Royal One. "

What is happiness? What are the happiness needs of high-end customers? Perhaps the answer is multidimensional. However, Yuan Yuping found in the operation that high-end customers want to reflect their unique sense of respect, which is common. To this end, Royal One strengthened its cooperation with international first-line home furnishing brands SAVIO , PROVASI , and Ciac . Every year, it traveled to Italy and the world for first-class furniture manufacturers and famous designers to negotiate, introducing a very luxurious style for top Chinese consumers. Top home brand chased by world-renowned politicians and celebrities.

In the business details, Yuan Yuping also paid attention to the infiltration of the " happiness index " . Every customer of Royal One can " hand-pick " an exclusive design consultant to make a perfect shopping guide plan according to the customer's room style. As long as customers visit the Royal One store, they will have a real " God " feeling. " Customers are always right " , this is the Royal One's business rules throughout.

Women's unique perspective creates legend for Royal One

" There is such a beautiful story: the wife of a famous designer was seriously ill. In order to make his wife's illness better as soon as possible, the designer decided to design a set of loving sofas for his wife. The designer's inspiration originated from a mobile phone The pendant, when he saw the rose-shaped mobile phone pendant, immediately created the urge to design, this sofa was later named ' rose love ' . Whenever the wife lay down her husband carefully designed for himself ' love of roses' time on the sofa, even though her husband does not always accompany the side, she also raised a deep sense of warmth in my heart ...... "when reporters at the scene heard the Yuan Yu Ping to tell the guests," rose love " At the time of the story, the reporter's heart was deeply moved. Similarly, the guests who were moved to Royal One were also impressed. It is said that on Valentine's Day, this " Roses of Love " symbolizing love and guardianship sold nearly 100 sets.

This is the power of emotion. Yuan Yuping, president of Royal One, as a female leader, is very good at using emotional elements to build a bridge between customers and companies. She also packs a layer of beautiful romanticism for Royal One's business model from her unique perspective of women. color. "To do home is to do beautiful business. " Yuan Yuping often teaches employees this way. " In my eyes, furniture is no longer furniture. It has a story and a life. "

Similarly, applying women's unique delicateness and tenderness to customer service is also one of the highlights of Royal One's service. To this end, Royal One has established a complete set of " Deep Sea Smile Service " specifications. It is reported that as long as you become an ordinary member or even a diamond member of the group, Royal One will provide deep-sea services for selling products for up to 10 years. " Many of the content of the deep sea service is the in-depth exploration of the service quality of Royal One. We have formed our own unique service system. So that every customer who visits Royal One can feel a respectable experience. . "

Imagine such a situation. You bought any household products on Royal One. According to the optimized design plan of the design consultant, the furniture is accurately placed in the best visual position. Within 24 hours, you will hear Royal One's after-sales tracking service call for this service. For any comments you have, Royal One will send someone to solve it as soon as possible. Until 2019 , for a period of up to ten years, the professional furniture maintenance division of Royal One will visit the door regularly every year to do professional maintenance for your high-end furniture. " Royal One is going to be a century-old brand. We do not engage in short-term effects. The financial crisis is the product of maximizing short-term returns. The retail industry is doing the real economy and needs to create long-term careers. I firmly believe that services also have technological content and services. Can achieve the brand. " Yuan Yuping said.

66 quality control systems bring peace of mind to customers

In the storm of the financial crisis, countless real economies around the world have been overthrown and annihilated, and the " territory " of the Royal One Empire continues to expand against the market. With tens of thousands of square meters of stores constantly opening, from Toronto, Canada to southwest China, and then to the East China area, the expansion of Royal One has never stopped. " Our goal is to open 20-30 luxury home stores in China . " Yuan Yuping, president of Royal One, boldly said. So, what is behind her rhetoric? " In addition to relying on integrity awareness and service awareness, Royal One has a good value-added product. I personally think that this company has the modern management concept and experience of an international store, and has its own uniqueness in terms of quality control system. " From Royal One The CEO of a large furniture company that has maintained cooperative relations since its opening has told reporters.

The reporter learned from Royal One that such a set of numbers: the company's quality control system is divided into five major systems, eleven categories, and sixty-six process control. From procurement, transportation, sales, after-sales to maintenance, Royal One has strict procedures and connection standards.

In order to strictly control the product quality, Royal One takes the world's ultra-high quality control as the standard, and heavily employs Italian famous top designers, the general manager of the world-famous home brand Savio Firmino , and the quality control director Savio Cosimo as the quality control of Royal One The director is responsible for the overall quality control of the homes operated by Chengdu Royal One. In the value positioning of Royal One, the quality of products is not " just enough " , but " striving for excellence " . From the consumer's point of view, Royal One has provided them with a superb product experience. At the core level of the product - product quality, Royal One has always been demanding, ensuring that each product " uses at least 10 years "On the basis of, we must satisfy consumers. At this point, the product quality of Royal One has reached a new level on the original basis, and the group's goal is to set a new benchmark for the quality of the domestic furniture industry.

" What we do is European and American classic furniture , and the biggest characteristic of classic is that it can maintain eternal charm. I hope that the brand of Royal One can be like a top-level furniture that I operate and become a classic sign of a century. " The reporter finally understood why Yuan Yuping There is reason to be so confident that she does have such capital.

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