In the "was easy that" concept of support, because of its outstanding performance, in 2004, Staples was the United States "business week" as the top 500 in the performance of one of the best performance of the 50 companies. Today, the office supplies retail giants in China the world's most potential market for a long time after, finally came to the Chinese, the founder of the staples Business Co., Ltd., officially entered the China's office supplies market.
By virtue of the advanced supply chain management and global sourcing system, through the integrated marketing model of "telephone sales + catalog sales and sales network", staples is working to create the most perfect office supplies, sales and service system, for China the majority of enterprises, government and individual users, provide "one-stop" office procurement service and international advanced reflect the strength of science and technology, environmental protection spirit and humanistic care business service concept into China, has thus become the Beijing 2008 Olympic Games the sole supplier of office furniture. Since the staples Business Co., Ltd. was established, Mr. Ji Ye actively working to expand the Chinese market, he thinks with staples global enterprise resources, industry experience and professional ability, as well as the company's original good operating on the basis of, let more and more Chinese users to experience the procurement of office supplies and the simple and convenient and unlimited fun, at the same time, the service quality of staples will shine on the Olympic Games.
　　
Olympic Economy: Staples to enter the Chinese market a relatively short time, consumers do not know much about it, please first introduce Staples, including the company's history, products, as well as positioning.
Ji Ye: 1986 Staples was founded in the United States, Massachusetts, has only 22 years of history, the world's top 500 companies are one of the most young companies. Staples of the first home office supplies to the supermarket is then opened and the stores are staples original sales model, and in the past 20 years in succession in the world opened more than 2000 stores such; 2002 staples, Inc.'s sales reached 1.1 billion dollar, become the world's largest office supplies distributor. Tom, founder of the history of the precious thing is that this - he will be so low-end office supplies such a strong industry.
Investment in China began in 2004, at that time Staples has been the world's top 500 companies, a total of more than 600 employees worldwide. To China after examining, headquarters think oa365, staples (China), the predecessor is in line with staples business model standard: oa365 business model and operation is very clear and mature, our philosophy is to meet the requirements of the office, staples is "let office to purchase more simple", the concept of agreement, the main business agreement. However, a slight difference in business model, OA365 has always been concerned about the e-commerce field, at that time in the country can be regarded as the most powerful, the most complete, the most standard to provide office supplies for the service content of e-commerce platform. Electronic commerce is internal processes to integrate with the modernization and informatization office means that more smoothly, each link connection more closely, provide a unified service for customers, in order to become a platform for the operation of the company. Staples came to China in the past OA365 has been adhering to the use of e-commerce business model, then we have no face in Shanghai, relying entirely on e-commerce model.
2004 Staples acquired OA365, and in Shanghai officially established Staples Business Co., Ltd., at this time, Staples is a Sino foreign joint ventures. At the beginning of 2005, according to the WTO process, the establishment of wholly foreign-owned enterprises in China, Staples has become a wholly foreign-owned enterprise. In June 2005 we began to invest in Beijing, Beijing Staples has experienced more than two years of growth, last year we have to carry out the business to Shenzhen. These are direct investment behavior, indirect we also acquired a company in Jiangsu. Staples is currently ranked 397th in the world's top 500 companies in the latest rankings, in China probably has more than 1600 employees.
Staples's philosophy is to make office procurement becomes more simple, its marketing model has been transformed from product marketing, procurement methods into the concept of marketing. Staples in the world has more than 2000 stores, which is one of its main industry, in addition to the "one-stop" to buy, and catalog sales, including office needs and office demand, product line is very long. Beijing Staples also provides customer purchasing service, which is the use of our procurement platform resources and distribution advantages, according to the requirements of the customer to help him buy.
　　
Staples after entering China we also to its original store business to strengthen the efforts, but hypermarket concept has not yet in the domestic have viability plan, e-commerce is the platform of logistics distribution still account for a majority share of the domestic operations, appearance more stationed in Shanghai Jin Rong building, Beijing Financial Street, CBD, 5A class office building, where the establishment of small business center, for the owners to provide office supplies retail procurement services.
Olympic Economy: Staples is the exclusive supplier of office furniture for the Olympic Games, how do we get to this position? What is the price?
Ji Ye: staples at the end of 2004 to enter the Chinese market, 2006 in Beijing business before the formation of a certain foundation, and then staples has lost to become the Beijing Olympic Games the sole supplier of stationery opportunity, so Beijing Organizing Committee for the Olympic Games (BOCOG) put forward whether to accept a "Office furniture exclusive supplier". Taking into account the "office furniture" exactly in line with the need of further business development of staples, staples investment focus in Asia is China, so I hope borrow this opportunity to staples in China rapid increases in popularity, finally decided to accept the invitation of the Beijing Organizing Committee for the games of the XXIX Olympiad, let people know the staples can also do office furniture business.
Production of furniture is not necessarily the furniture factory, nor even a furniture factory can fully meet the needs of office furniture product line, once become the sole supplier of means to bear all the furniture product integration and centralization. Domestic office furniture manufacturers do not have the size of the channel providers, so it is difficult to match the services and resources, which is the status quo of the furniture industry. So Staples's advantage is obvious:
First, Staples integration of all industry resources, and customer resources docking, customers need to do what we provide. Olympic Organizing Committee to choose from where to get these services, rather than choose what things, from this perspective, Staples is capable of service. We have several competitors in the industry, but when it comes to details and substantive issues will be more or less difficult to find. Our service scope is more than 100 stadiums, Olympic Games period need to temporarily set up a service team of 400 people, these people by the end of the Olympic Games about 300 people will be idle, it is absolutely necessary systems of integration, apparently to the enterprise cost pressure is huge. Staples's resources and ability is very strong, can be a combination of staff, we gather from the company part of the staff, and then a temporary part of the call, the problem can be solved. Olympic Organizing Committee is the first choice is the service, we have a strong logistics platform and information services platform, more than 100 venues at the same time to call the need for services when we can meet.
Secondly, due to the characteristics of temporary office furniture of the Olympic Games, many times to events based on need not stop conversion site, and staples products exactly in line with is simple, environmental protection, safety and ease of handling and storage of these requirements. So far, Staples's office furniture services generated by the logistics business volume accounted for 40% of the total business of the Beijing Olympic Games logistics sponsor UPS. Also in terms of products, we have the Staples international brand and international procurement standards, the market can check and quality inspection.
In addition, staples in the United States that is the basis of sponsoring sports career, downtown Los Angeles "Staples Center (Staples Center)" -- the NBA Los Angeles Lakers home is sponsored by the staples, Inc.; staples or Los Angeles Olympics will sponsors... So from a marketing strategy to see Staples as early as this history, to support the Beijing Olympic Games is also because of the need to open up the local market and business development, rather than blindly make decisions.
Therefore, the choice of a company in the crowd does not seem to be the business of office furniture, the Olympic Committee is to have its full reason. For now, the service quality of Staples is the best in the whole Olympic Organizing Committee.
Olympic Economy: Staples to become the 2008 Olympic Games in Beijing exclusive supplier of office furniture has nearly a year, the identity of the superiority of the company's market and sales are not reflected in it? There are no specific digital instructions?
　　
Ji Ye: This is the title sponsor of the Olympic Games banner. In accordance with the domestic thinking habits, to mention office supplies, office equipment usually think of street stationery shops, shops in Zhongguancun, it is rarely put them together with a system of industry. Staples is to put a low-end, fragmented market integration into a high investment, high standards, high service standards of the industry model to operate, how to make customers understand this level? Olympic games! This is an opportunity for Staples in China, without too much explanation, customers will naturally think of how we are behind a huge system, the Olympic Games is to increase the material for our propaganda.
Staples has now entered a new market, once platform to build up, turnover is growing daily, but the staples in China's relatively short history, basic data is not able to for the Olympic Games, so not accurate statistics reflect the Olympic Club specific figures. From a subjective perspective, the success rate of our cooperation with the customer and the customer's activity has increased.
It is worth to note that the Olympic Games led Staples's office furniture business, which is a new business. With the Olympic Games we will be independent of the business of office furniture from the traditional business, expanding the scope of business, the turnover also showed a non normal growth trend. At the same time, we created a lot of opportunities and convenient conditions for our communication with customers, saving a lot of time and energy. Our goal is to contribute more than 30% of the turnover of furniture business in June this year, more than 50% of gross profit.