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Reporter: Thank you for your interview. Daming Palace Building Materials Home City is the leading home furnishing enterprise in Shaanxi Province. First of all, please tell us about the development of Daming Palace Group in Xi'an.
Yan Changsheng: The northern suburb of Daming Palace Building Materials Home City opened in 2003 with a construction area of ​​120,000 square meters. Its construction has greatly promoted the improvement of Xi'an building materials and home furnishing market; before that, Xi'an City especially built building materials This piece is a traditional extensive market. Daming Palace Building Materials Home City established the market in 2003 according to the needs of market and social development; Nanjiao Store began construction in 2005 and officially opened on March 18, 2006, with a construction area of ​​160,000 square meters, which is larger than the area of ​​Beijiao. This is also based on the development needs of the market and society. Nanjiaodian has formed a comprehensive SHOPPINGMALL. The actual Nanjiao store is a commercial complex integrating building materials, home, supermarket, home appliances, leisure and entertainment, and in the category. The business is more complete, and the northern suburb store is a single building material home store. As Daming Palace is our regional brand enterprise in Xi'an, the building materials and home furnishing industry in Xi'an and even the northwest has always been the leader. Daming Palace Group mainly focuses on fashion, green, environmental protection and health as the service tenet of the company; The quality of life has been working hard.
Reporter: In the past, it was an extensive market. Due to the establishment of Daming Palace Building Materials Home City, it became a kind of management with scale and management. I came to Xi'an yesterday to see that the city is not big, but there are already many home stores that occupy a lot of Feng Shui treasures. How do you think about the increasingly fierce competition in the store, how can Daming Palace improve its core competitiveness?
Yan Changsheng: The foreign industry entered the Xi'an market in the same industry. I think this is the need of market development. Everyone feels that competition is fierce, etc., but I think it is a good thing. Because we have entered the Xi'an market through the foreign-owned home furnishing store enterprises, it is a promoting effect on the management of Daming Palace Group and our brand promotion. Secondly, it has indeed played a role in stimulating our service management. We need to learn from other big chain companies in the national industry in many aspects; therefore, I think this is a good thing. As the Daming Palace Group, although foreign companies have come in, we must learn from the strengths of others, but also take advantage of our own local regional brands, strengthen our own team building and learning, and actively participate in the brand building of Daming Palace. .
Reporter: Has the store in the foreign market have affected the sales of the Daming Palace Group?
Yan Changsheng: From the current point of view, it has not only affected us, but has prompted us to pay more attention to the improvement of brand, service, quality, price, environment and team. Promoting the promotion of the brand, then the operation status of the Daming Palace Group is better than the original.
Reporter: Just now you mentioned that many foreign stores have already entered the Xi'an market. Just mentioned that the Daming Palace Group is a local independent brand in Shaanxi. Does the Daming Palace Group want to go out and develop a national chain store?
Yan Changsheng: The current development strategy of Daming Palace Group has such an idea; but we do not like other industries or enterprises, we cannot say that we do not expand, but we are not eager to expand. Because our strategy is to say that we want to build one into one. At present, in Xi'an, we are the East, West, and South China Building Materials Home. Now it is two north and south, but our Dongjiao store has started in March this year, and it is going to be in June. Negative zero, opening investment on May 18 this year, is expected to open on May 1 next year, with a construction area of ​​160,000 square meters. Down in the Xixin New District, with the strong support of Fuxin District, the land of the store has been positioned, 180 acres, construction area of ​​200,000 square meters, is expected to open in the second half of this year, is expected to open at the end of 2013. The original traditional market of the Daming Palace Group in the southeast corner of the Taihua Road overpass, in order to cooperate with the renovation of the Daming Palace site, is expected to build a 160,000 square foot home center there, and a 70,000 square commercial MALL package. A total of 250,000 square meters of building area, there is a 20,000 square foot pedestrian street.
Reporter: When I arrived by car, I suddenly found out that the taxi had a comprehensive upgrade of the Daming Palace brand. Can you explain how this is a situation?
Yan Changsheng: According to market competition and the improvement of the living standards of Xi'an urban residents, Daming Palace Home Building Materials City added a layer to the northern suburb of Daming Palace Home Building Materials City according to the requirements and needs of market development needs. 40,000 square meters of international home boutique. In the Nanjiao store, a layer of 30,000 square meters of international home boutique was added to make the Da Ming Palace Group's home brand comprehensively upgraded. The first-line brands from domestic to international have settled. The northern part is characterized by international and domestic first-class European and American classical furniture, targeting high-end consumers. In the southern suburbs, because everyone knows that it is based on Qujiang and high-tech zones, in the past, our university towns have more demand for high-end home furnishing products. Therefore, in this case, we have opened a special specialty in the northwest region in the southern suburbs. The mahogany boutique, 10,000 square meters.