福布斯亞洲封面人物 竟是他!

發布日期:2015-10-31 14:15:17  瀏覽次數:2166

福布斯亞洲封面人物 竟是他!

2015-10-31 福布斯雜志 

紅星美凱龍董事長車建新接受福布斯專訪,并登上10月期封面。以下是文章全文:

Che Jianxing: From Carpentry to the First Name
in Chinese Furniture

車建新-從木匠到中國家居業第一人


Born in a laboring family in pre-reform Changzhou, east of Nanjing, Che Jianxing took up carpentry instead of completing high school. As China was changing in the 1980s, that skill allowed him and others in his collective to take 500 pieces of furniture into a store that made him a small fortune–nearly $80,000.

車建新先生出生在改革開放前常州的一個普通農民家庭,未完成學業就開始了他的木匠生涯。中國在八十年代改革開放時,木匠這一職業使得車建新及其伙伴為一間商店承包了500件家具,他也因此賺到了“第一桶金”,將近8萬美元。

It was the first step to being, at age 48, the “home-improvement” king of urbanized, affluent China. Che’s Red Star Macalline–the last word was conjured to suggest gilded comfort–is the country’s largest mall chain for furnishings, accounting for more than a third of sales at the country’s larger furniture stores. In top-tier cities like Beijing and Shanghai, Che’s malls are hulking structures, out of proportion to their dense environments. They cater to customers wanting room to look, feel and buy for keeps. Red Star at midyear operated 163 of them in more than 120 cities across China; Red Star has 51 itself and manages the rest for other parties.

車建新于四十八歲之際成為了中國的“家裝之王”。其紅星美凱龍——“美凱龍”表示很高的舒適度——是中國最大的家具連鎖商場,占全國大型家具商場銷售的三分之一以上。在北京和上海等一線城市,紅星美凱龍占地巨大,與這些城市的高密度的建筑環境形成強烈對比。這些商場成功迎合顧客所想所需,讓顧客感到自己買的是“鑒賞品”、“收藏品”。截止今年年中,紅星美凱龍擁有163座商場,分布在中國的120多個城市;其中51座商場為自營、其余為委管。

“Furniture stores are usually small and messy, and you never see anything like Red Star,” says Hao Xiubao, general manager of Datong Haoda Real Estate, who does business with Che in central China’s Shanxi Province. By thinking big, and this year capitalizing on his ambitions with an initial stock offering, Che emerges as No. 56 on the latest China Rich List, with a $2.9 billion estimated worth.

與紅星美凱龍有業務往來的山西省大同豪達總經理郝修寶表示,“以往的家裝商場都是小而亂的,從來沒見過紅星美凱龍這種規模的商場?!?span style="color:#953734;margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;">紅星美凱龍今年登陸資本市場、在香港成功上市后,車建新以約29億美元的資產,在福布斯中國富豪榜上躍升至第56位。

For all the reports of China’s slowdown, what’s happening in the world’s great emerging economy is as much a shift to various forms of consumption as a middle class steadily fills out. The cooling of real estate speculation, which means more buyers are actually living in their new properties, is additionally bullish for a mall chain like Red Star. First-half profit this year rose 31% year-over-year to $188 million, on revenue that increased by 17% to $674 million. China’s furniture market should still grow 10% annually. they will mostly be owned by others. Avoiding real estate ownership risk, he will just manage them.

雖然近期中國經濟有放緩跡象,但這個世界上最大的新興經濟體更多的是處于中產階級穩步出現的階段,他們產生了各種形式的消費。房地產市場投機氣氛降溫意味著更多真正自住用家的出現,這個群體對家裝用品產生剛性需求,而這對經營家裝商場的紅星美凱龍極為有利。紅星美凱龍今年上半年利潤同比上漲31%至1.88億美元;營收增長了17 %至6.74億美元。中國家裝市場預計仍會按年增長10%。紅星美凱龍的商場就估計多為委管商場,這是基于委管的經營模式能有效避免經營風險。

That’s the cautious side of him, sharing and spreading risk just as Che did when, in 1996, he opted to bring other sellers into the store that had grown out of the original collective enterprise. That strategy has evolved into primarily housing other furnishing retailers, or operating such properties–Red Star today does not peddle its own stuff.

這就是車建新謹慎的一面:分散風險,就像他在1996年時做的一樣,他選擇將其他賣家帶入店里,這個店之后亦脫離了原有的集體企業。這項策略演變成為其他家具零售商提供經營場地,或經營類似的物業——紅星美凱龍現在并沒有自己的生產線。

And when expansion nonetheless began to push up Che’s modest debt-to-equity ratio in recent years, from a bit over 20% to near 30%, the big Hong Kong IPO took it back to 21.6%.

然而,近幾年的業務擴張推高了車建新債務股權比,該比率由20%左右升至近30%,在香港的上市后降到21.6%。

Brick-and-mortar survivor: the early generation of the Red Star Mall.

“There is no one that’s going to match their brand anytime in the near future,” says Hu Weidong, chairman of Scihome, a furniture maker that operates 300 shops–focusing on a variety of products–in some 130 of Red Star’s malls. Monthly sales promotions help bring in shoppers.

“在不久的將來,人們對品牌的需求將是多元化的?!彼箍绍爸飨l東說道。斯可馨為一家家具制造商,經營300家店鋪,其新品開發能力很強,其產品在130家紅星美凱龍商場里銷售。他們也常常通過月度促銷來吸引消費者購買。

At an interview at company headquarters in Shanghai, Che was eager to talk about the results from China’s long National Day holiday in October: Sales were up 15%, and nearly 2 million people visited Red Star stores during the holiday–better than three times the visits to the Imperial Palace in Beijing, one of China’s top tourist attractions. He enthuses, “Our malls were an ocean of people!”

在公司總部所在地上海的一次訪談中,車建新饒有興致地談論到十一長假帶來的碩果:銷售量上漲15%,近200萬人在長假里到訪紅星美凱龍的商場——為參觀中國頂級旅游熱點故宮的游客的三倍。他強調:“我們的商場里人山人海!”

To keep them coming, Che is still fanning out across China. When he does, he’s looking for a growing part of town and a locally connected partner like Derun Real Estate in populous Henan Province’s capital of Zhengzhou. The city’s population is expanding by thousands a month. Derun and Red Star have a new project in the booming southern side of town close to a new airport. Local governments sell land expecting that Red Star will attract other, more run-of-the-mill commerce.

為了吸引更多顧客光臨,車建新在整個中國發動攻勢。他所尋找的是正在擴張的城市和在本地有影響力的合作伙伴,比如在人口稠密的河南省省會鄭州市,其伙伴為德潤地產。該城市的人口每月數以萬計地擴張。德潤和紅星在該市南部靠近新機場的地方建設了一個新項目,該地區正蓬勃發展中。當地政府將該地賣出他們,希望利用紅星美凱龍的影響力能夠吸引到其他商家入駐,從而帶動該地區的商業。

Brick-and-mortar survivor: today’s version of the Red Star mall.

China’s furniture business is dominated by local companies, because the cost for overseas furniture is high and the marketing has strong domestic flavor. Whereas Ikea, which has 18 stores in China, has focused on the lower-cost, do-it-yourself market, Che aims at the higher end. Selling remains selling, however, and Red Star over the years has used celebrities to get traffic to its emporiums. This year it has two new ones: Angelababy, a 26-year-old actress from the 2015 FORBES CHINA celebrity list, and Gao Yuanyuan, an older spokeswoman for Olay cosmetics who attracts more established patrons.

中國的家具是中國公司的天下,因為海外商家家具的成本太高,因此中國內地的消費者更喜歡國內品牌。宜家家居在中國擁有18間店鋪,注重的是低成本、自己動手的家具市場,而紅星美凱龍則瞄準更高端的市場。紅星美凱龍近幾年里運用明星名人為商場帶來了客流。今年有兩個新的代言人:Angelababy和高圓圓,Angelababy今年26歲,位列2015年福布斯中國名人榜;高圓圓曾經是玉蘭油的代言人。

Che’s focus on quality fare, worth one’s time to examine, cuts his vulnerability to the Web upheaval that has sunk so many brick-and-mortar companies as China leads the world in Internet and mobile phone users. Red Star is working on an online-to-office strategy, but it’s clearly a work in progress. Che doesn’t believe the Web will have a big impact on his furniture trade for several years.

車建新對質量嚴格把關,部分抵銷了互聯網對紅星美凱龍的沖擊。在互聯網和移動端的發展上,中國引先世界,互聯網已經擊垮了許多實體店。紅星正在實施在線上和線下融合的策略,現在效果還不明顯。車建新并不認為互聯網在近幾年內會對其家具零售業產生巨大影響。

Meantime, the weakening in Chinese asset prices, even in the consumer sectors, may yield opportunities for further consolidation of showrooms under Red Star’s one roof. “We’re always looking,” says vice president of finance Sharon Tong. “There will be a lot of headwinds” for mall developers in China as GDP growth slows, says Carlby Xie, head of China research at real estate brokerage Colliers. Red Star “isn’t a traditional shopping mall” and so doesn’t fit into that box.

與此同時,中國資產價格走低,即使是在消費行業,實體店也可能進一步整合。面對該情況,紅星美凱龍副總裁唐正茂表示會一如以往保持關注大環境。高力國際的中國地產行業研究部主管Carlby Xie指出,中國的GDP放緩定會成為很多實體店發展的阻力,不過紅星美凱龍的經營模式有別于一般傳統的實體店,所以未必會對紅星美凱龍產生影響。

As Che the youthful carpenter must have known, the hammer should fit the nail.

作為一個年經的木匠,車建新知道:不同的釘子要用不同的錘子。

 

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