Kazorin Peter Biography

Peter Kazorin, “Angstrom”: “We changed the positioning - and the flow of buyers increased sharply” Peter Kazorin, “Angstrem”: “We changed the positioning - and the flow of buyers increased sharply” The date of publication: one of them is the furniture network “Angstrom”, which continued to strengthen its position in the market in the year. The commercial director of the Angstrem furniture holding, Peter Kazorin, said that it helps the company grow faster than the market and that customers expect furniture salons.

Angstrem furniture holding is a Russian enterprise for the production of corps furniture for a house that has been working in the market since the year. Production capacities are located in Voronezh, the area of ​​industrial and warehouse premises-85 thousand. The company operates more than 2 thousand. The holding develops partnership with wholesale companies from Russia and neighboring countries.

In the furniture network "Angstre" more retail outlets open in 85 cities of Russia. The average check is 42 rubles. Most of the stores are located on the territory of shopping centers. Please tell us about the results of the year. The company was able to increase the convertibility of visitors to stores to buyers, grow an average check, the cost of a unit of the product, and even the number of goods in the check.

You cannot achieve such results without changing anything in the company. What has changed? First of all, we are talking about the ability to listen and understand customers. The preferences of buyers are undoubtedly changing. Now people are not just saving, but in principle, they are more rationally approached by the acquisition of something. We conducted a lot of research and clearly caught this trend.

And if we talk about specific steps, then the company was completely changed in the company - from commodity policy to promotional, the submission of information was worked out in detail. Previously, we were based on what we want to sell, and now we are adjusted to the buyer. If before we advertised furniture, now we are selling an emotion, a certain atmosphere, a lifestyle.

As soon as positioning has changed, the flow of buyers increased sharply. We left the obsessive service, “obsessive” furniture, obsessive conditions. As a result, according to buyers' surveys, we, by a wide margin from competitors, went forward in the perception of promotions and events. Angstrom furniture does not offer goods at a minimum price in the market, but works on the principle of the optimal price ratio and quality, and I think that people see it.

Once every five years we are reconfect stores and now we are starting a large project to restyling trading floors, we are preparing a new brandbook. And, according to my estimates, this will also give a great increase. What regions and cities are you interested in for development? How do consumer preferences change depending on the region? We are actively developing in the regions.

We are very interested in the Far East and small cities from thousands of people with a sufficient level of income of the population in each city sufficient their own income. Low competition allows you to earn good money there. But you can’t just come and start trading, so we are seriously invested in research. In cities with a population of about thousands of people, purchasing preferences are very different.

For example, there they acquire a classic more, and in megacities - modern furniture. Naturally, we take into account this specificity when we choose the format of the trading platform. We have now adopted small formats of salons of order of sq.

Where is it better to open a furniture store-in the shopping center or in the street rhythile? For several years, a sharp drop in traffic has been observed in the furniture market. We develop a new format in shopping and entertainment complexes. This, again, is associated with a changed form of consumption: today a person wants to buy where he will also be able to relax, where there is a Fudkort, lounge zone, cinema and so on.

We already have several salons that are in classic shopping complexes, and we are observing these changes in the behavior of customers. That is, now you really need to qualitatively entertain the consumer, even when it comes to buying chairs. How do you evaluate what locations will be successful when opening a store? We slightly changed the approach to choosing a place for the store.

We have atlases of cities where every shopping center with its economic indicators is marked, including the number of people who come in. Previously, we always put our staff, which measures traffic at the entrance. Of course, they are ready to pay rent, but not for a square meter, but for a client. This is a key principle on the basis of which all calculations are built. The cost of the lease depends on many factors and is more often calculated individually, depending on key indicators.

Basically, this is a fixed cost, which is agreed in the framework of negotiations. There are points where the cost depends on the turnover, but there are few of them. What percentage of sales is carried out through the online store? I can’t say that the future is definitely online. The client still wants to feel the goods alive, this is not a cheap T -shirt.

He comes to the online store, books, and then most often goes to the salon.Therefore, the most promising to develop a mixed format when there is an offline car and an online store with a customer service. What percentage of sales in stores falls on furniture of their production, and which - in other factories? Cabinet furniture that we ourselves produce now has about 12 collections of furniture, third -party consists of two collections.

A large assortment of small shapes and dining groups third -party products, two mattress factories make exclusive goods for Angstrem. To do this, we have reliable partners whose products can be viewed in selective salons and in the online store. Each client, regardless of the location, can get what he needs. How do you plan to develop in the year? A difficult economic situation makes it possible to rebuild, because business begins to move forward only when it feels difficulties.

But, in my opinion, the crisis is more often in the heads, and not in the market. In the year, a large -scale move of all production capacities and offices of Angstrem to the Maslovsky Industrial Park is planned. Currently, the logistics warehouse is operating there and the final stage of work on the construction of a new facade factory is underway. In September, at a meeting of the Expert Council of the Industry Development Fund, the Angstrom project was protected on the topic “Organization of high -tech production of furniture facades in the territory of the Maslovsky industrial park”.

The experts of the Fund noted the project as one of the best and decided to provide Angstrem with maximum support - to allocate a preferential loan under the “Complete Products” program in the amount of million rubles for a period of five years. These funds will be spent on the purchase of new high -tech equipment for the facades factory. In December, the first part of the loan was received.

In retail, we will continue to open the salons pointwise, but focus on the efficiency of work. The task is interesting, difficult, but quite capable.