[Reporter's Notes]: I saw Yao Liangsong for the first time in 2009. At that time, I was still intern at the TV station and followed the editor to interview him at a Cantonese business event. The first impression that Lao Yao gave us was that it was low-key and pragmatic, and the most willing to talk about his products. Seven years later, I saw Lao Yao today, still low-key, but the topic of conversation is more from his product to the big home industry. In the past seven years, the brand that first advocated the "kitchen revolution" has already taken out the cabinet circle, and has embarked on the road of the big home, and will soon be on the fast track of capital.
Character sketch: "Big Brother" impression
At work, he is a typical big home "madman", graduated from the aerospace academy, but played the home "without business", and played with a motto "If we can dream it, we can do it" A big home kingdom. As one of the earliest entrepreneurs in the home industry to play the whole house customization, Yao Liangsong said frankly that he has always been a big home fan. From the earliest European cabinets to the recent Opalwood doors, Big Home played a new height in his hands. In his view, the genetics of the company is determined to be of quality, and this innate gene allows the European manufacturing industry to compete for the first place in multiple product fields.
The photo was taken in 1994. In the photo, Yao Liangsong and Li Feng (now the chairman of the group's labor union) danced disco. At that time, the European School was just established. The company was located in Sanyuanli, Guangzhou. At that time, there were only 30 people in the company.
In life, he strongly opposes and disdains for the sake of work to sacrifice family and health. People in the rivers and lakes, involuntarily, this is a bright reason for many entrepreneurs to work busy, no life to find. And when he was a "big brother" for so many years, he always rejected this view. In a public speech, he said that he has the "three nos" principle - not driving, not working overtime, not sacrificing family, health, life and entertainment for the so-called performance. As he loves football, running once a week is his habit for many years. Even if he is busy with work, he will still be unable to move.
Nowadays in the home industry, many people in the industry respect him as "big brother." For Yao Liangsong's business talent, many people think this is a gift and vision. In this regard, he simply said that "I just seized the opportunity of the home industry twice 'revolution'" simply took it.
The future map of the big home "Kingdom"
In the future, he said that he would build a big home “kingdom†and achieve this goal within three years.
To this end, he proposed three core strategies: First, the establishment of 300 large-scale home flagship stores of more than 3,000 square meters nationwide, covering the market of three or more levels; second, improve the information system and build the existing internal design platform. It is an open external platform for all designers and home improvement companies, and at the same time, it creates a DIY platform designed by consumers. The third is to provide integrated home improvement solutions and large household products services for 3 million families in the next three years.
In fact, from the opening of Harbin Dajia Independent Store to the launch of the national “Full House Custom MALL†model, Europa has begun a new layout of the big home kingdom. Different from the traditional store specialty store, the whole house custom MALL provides products and design display for consumers with independent façade and nearly 1,000 square meters. In the first half of 2016 alone, Europa has opened six such flagship stores. In the next three years, this number will increase to 300. He firmly believes that as long as the design is good enough, the product is good enough, and the purchase is convenient enough, the big home independent store is attractive to consumers.
Yao Liangsong categorizes the current large-scale home furnishing model as “platform model†and “European modelâ€. The former integrates resources with platforms and the latter extends with brand integration. As for which model is the future of the big home industry, he believes that this requires the common exploration and discussion of home furnishing enterprises. After all, "the two modes have their own merits, and the coexistence of models is a good thing for the development of the industry." The European faction will insist on going all the way with its own model.
The photo was taken in 1998. In 1997, the scale of the European business expanded and the factory moved to Hebian, Baiyun District, Guangzhou. The background of the photo is the street frontage of the factory building. The person in the picture is the management of the company and the staff of the decoration materials store. After half a year, due to business development needs, the decoration store was transformed into a production workshop.
The two "revolutions" of the European industry in the 22 years and the home industry
For the success of Europa, Yao Liangsong said that he just happened to seize the opportunity of the "revolution" of the home industry twice.
In his memories, it was a proud thing to have a sofa made of woodwork before the 1980s. Because a set of sofas, usually provided by the host family, woodwork to the home to create, the time and manpower is enough to make it a luxury of that era. Until the 1980s and 1990s, as furniture, doors and windows and other industries began to achieve large-scale industrial production, China's home furnishing industry gradually liberated from manual production, ushered in its first "revolution."
It was also at that time that Yao Liangsong opened his entire cabinet entrepreneurial journey and the “kitchen revolution†to introduce the whole cabinet concept into China. “This home revolution in the 1980s and 1990s was characterized by the replacement of traditional formats by mass customization, which made the individualized needs of the consumer groups greatly satisfied, and also enabled a group to seize this opportunity to develop. The company has become a new benchmark in the home industry." And Europe, is one of them.
The photo was taken at the Leisure Building in August 1994. The photo shows the first set of European cabinets and the first overall concept cabinet in the industry. In that year, Europa spent five months developing, manufacturing and manufacturing five sets of cabinets and exhibited them to the residents of Guangzhou at the Leisure Building. The appearance of the overall cabinet concept subverted the public's perception of the kitchen at the time.
However, along with the continuous advancement of the first "revolution" in the home industry, Yao Liangsong discovered a new phenomenon - decoration phobia from his wife's "renovation of a suite, affecting the quality of life in a year." After decorating the first house, his wife told him that he would never renovate himself in the future. He suddenly realized that despite the large-scale industrial production that solved the mass production problem, the actual troubles of the decoration group still existed.
“The complete solution is what consumers really need. As more and more people start to fear the decoration, the era of big home will inevitably come, and the core of this new era is the complete decoration solution and resource optimization. Integration." Seizing this opportunity, Yao Liangsong began his "second revolution" in the home industry.
In the "second revolution" era of the home industry, Yao Liangsong circled two key words - big home and information. For the relationship between these two words, he drew a logical diagram: the advantage of informatization is that it has infinite potential, the disadvantage is to burn money; the advantage of big home is that it can make the single value bigger, the disadvantage is that the investment is big and the risk is high. . Large homes can reduce development and drainage costs by solving large-scale single-values, and solve the problem of information-based money-burning; informationization can reduce the investment risk of large homes by increasing the flow rate and transaction rate.
He firmly believes that "informatization is a gold mine, and currently home furnishing companies have only tapped into the tip of the iceberg." In his big home planning, informationization is not just e-commerce, it also includes three "buildings" - database , design systems and management systems.
“Informatization has made the big home become a necessity from the needs.†He began to lay out big homes in 2011, and officially proposed the big home strategy in 2014. Then, from the cabinets to the custom closet, to the bathroom, wooden doors, the European step on the big home road is getting bigger and bigger, and the pace is getting faster and faster.
After 22 years of entrepreneurship, he said, "Enterprises must return to the original point."
Since the founding of the European faction in 1994, 22 years have passed since the full play, but he admits that he began to think about a question from last year – what is the reason for the existence of the company? After experiencing the expansion from the cabinet to the custom closet to the bathroom, wooden door and wallpaper, Yao Liangsong felt that “the enterprise has to return to the original pointâ€.
Recalling how he first introduced the concept of the whole kitchen to China and became the first person to “eat crabsâ€, Yao Liangsong felt a lot. In fact, before this, Lao Yao has gone through many detours. "I thought that when I was young, I failed, and I returned to zero. I learned from the state-owned institutions that sometimes the failure is not just zero, but it may also reach a negative state."
But things didn't go that step, people never knew what they would hand over. After repeated defeats, he has finally found his own way in the home industry after experiencing multiple entrepreneurial failures and even owing a debt. He said that he always believed in this sentence - If we can dream it, we can do it.
"In fact, it is not important to return to zero or to be negative. What is important is to have the courage to start again. Life is like a game, there is a climax, and naturally there will be a trough. But as soon as the game begins, I will warn myself to Going all out. Dare to start again is the quality that I am proud of for myself. It makes me go more and more smoothly on the road to entrepreneurship.†Recalling the entrepreneurial process, he is very satisfied with his uncompromising and not giving up.
Re-starting is a kind of courage, not only in the low valley of life, but also in the booming period of business. Because it takes a halo and sinks the heart to think about the next step, it also takes courage. Standing on the achievements of 22 years of development, Yao Liangsong attributed the next group strategic deployment to six words - "new journey and then start." He said that it is the dream of every European party to make Europa a respectable creative home group. It is to achieve this common dream after 22 years of entrepreneurship.
In his view, "returning to the origin" is not only the original reason for the existence of the enterprise, but also the future space of the enterprise. "For enterprises, there is no such thing as the most. The original reason for the existence of enterprises is to continuously meet the needs of the consumer groups, to provide better design, better products and better services for the consumer groups. How much demand can be met? How much development space does the company have?"
For the future development of Europa, the industry is full of conjectures, especially after the company started its listing in 2014, the voice is even more. Recently, a news about "European faction has completed the IPO preliminary review, it is said that new news is expected to be announced at the end of this year or early next year" is going away in the industry. In this regard, Yao Liangsong did not make too much disclosure, just to say "the company is pending, the review status on July 14, 2016 is 'pre-disclosure update', but the specific time to market depends on the regulatory company's initial corporate audit rhythm" Over.
In his view, "industrial enterprises should concentrate on doing a good job in the industry. Listing is just a matter of course. It is just a icing on the cake for the European family." He said that back to the original point, this is the initial heart of the company.
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