Business story
The story of the ChiLai brand 28 years and after the pandemic.
On November 5, 1995, when his son was just 1 year old, Chilai opened a store selling wooden furniture and construction materials on To Hien Thanh street with a capital of 10 million VND.
About a year later, on 3/2 Street at Ky Hoa Hotel, where fairs are often held, Chilai rented a booth right in the middle of about 600 square meters.
After the fair, Chilai thought and contacted the owner of that area to rent that location long-term.
The store is big and beautiful, the business has a capital of 10 million, about 15 employees and workers. Every time there is a fair, Chilai's booth is the most majestic. And that is also a stepping stone for ChiLai company to develop.
His predecessor's name was Chau Son, Chau was his family name, Son was his son's name. Chau Son was changed to ChiLai (name change also due to adversity).
It's been 28 years now. I'm not a professional, I have many ups and downs, my career develops due to my efforts. And there is one thing everyone recognizes: When encountering adversity, having to confront and overcome it, each determination to overcome it is a stepping stone.
Let me tell you a story: In 2002, ChiLai goods had a factory. At that time, Chilai knew a few businesses that sold very nice imported goods. He went to see the products and admired them, but he had not yet learned and become familiar with the import market.
At the same time, there was a business, they sold imported goods. Chilai buys their Sofa tables to diversify their sales with the Sofas ChiLai produces. And vice versa, they buy Sofa from ChiLai.At first, Chilai bought a few at a time, but then sales increased, Chilai bought a few dozen, according to the agreed price list.
That day Chilai called the owner: "Before, I bought a few pieces and you sold them at this price, but now I take a few dozen at a time, so you give me a discount."
The owner replied, "No, that price is the best. If you don't buy it then you'll be fine" and she called out to the staff, "Have you delivered the goods to ChiLai yet?" If you haven't carried it yet, don't carry it, don't carry it."
(Your attitude creates my motivation)
Stopping the phone, Chilai pondered and decided to find a way to import.
Starting and after two years, Chilai imported about 140 - 180 containers per Tet season. And is the company that imports the most, sources from China, Indonesia, Malaysia, Thailand and Türkiye.
From then on, 50% of ChiLai's factory produced goods and 50% were imported to diversify designs. Because imports can import 10 pieces, but production requires hundreds of pieces.
ChiLai Furniture holds a very large market share.
In Ho Chi Minh City, sitting at a banquet table of 10 people, 8 of them used ChiLai products.
ChiLai has the highest number of stores: 9 stores, and the largest: 8,000 m2, the smallest 2,500 m2. In total, ChiLai has a display area of 40,000 square meters. As for the cost of renting premises: small premises 700 million/month, large premises 2 billion/month.
Covid epidemic. At the beginning of 2020, Chilai lost a lot of money, Chilai thought it was the business with the most losses due to the pandemic in the furniture retail industry.
Lasts for 3 years. The staff did not give them time off, but they gradually lost them.
In mid-2021, Chilai spent 40 billion to reinvest and then had to stop. After the second lockdown, reinvesting nearly 30 billion still couldn't save revenue.
A small boat, when a big storm passes through and the doors are blown away, can easily be protected by a draft to survive.
A big ship's storm waves blow away the doors, then the wind blows into the cage, making it difficult and difficult.
By April 2023, at the end of the crisis season, ChiLai still lost 2 billion per month.
In April 2023, Chilai decided to temporarily suspend business and close the last store.
Not doing business, but to deal with backlog after-sales and warranty work, Chilai has 20 employees and costs about more than 300 million a month, even though there is no revenue.
During the first days off from work, Chilai lived in a very peaceful area. Work is not rushed. Lying in bed at night, Chilai thought, "Having worked for more than 20 years, now I am truly healthy and comfortable." In the past, even when traveling to Chilai, I still had to learn to be creative and often had to leave earlier than planned to handle work. During this time, I feel relaxed and light when I do little work. A few friends came over to visit and complimented Chilai on how bright, energetic, rosy and beautiful she was (I'll never forget this idea here).
At the end of June, Chilai started building an Online team. Previously, Chilai thought Online sellers were not active. Not high-end buying and selling, Chilai's thinking has changed, people have changed quite a lot at this time. Currently, Chilai also buys online in a civilized and convenient way.
More than 1 month of online research, glued to my phone every day, looking at research on domestic and foreign businesses selling online.
Chilai intends that when selling Online, ChiLai will serve customers best with the reputation it has built.
At this time, Chilai sells inventory online. Stores closed with inventory of 120 billion. For products with unsuitable materials left in stock for a long time, Chilai has found two furniture businesses in the province to sell them at a discount of 60% - 65%.
Chilai will sell the remaining products that have not been affected over the years online at a 40% discount. Chilai's price reduction is not reduced by raising the price and then lowering it, the reduced price is the factory price. In addition, some Chilai products continue to be produced and imported. During this period, Chilai also sells at factory prices.
When you finish building your house and company.
It is planned that in January 2024, Chilai will open a showroom with beautiful - convenient - thoughtful showrooms.
Moderate area, not too much like before.
Build a large studio to take product photos, sell products through images, place orders, and then when viewing the actual product, if the customer is not satisfied, the deposit will be immediately returned, and ChiLai must apologize.
Life is always changing, when you first rest, relax and be happy! But only 1-2 months. Now every morning I'm excited to go to work.
Covid is a great adversity, each person receives different losses and different moods.
For ChiLai, the recent adversity is like a page in a book, not a lesson because the lesson is to lose more than you gain.
With ChiLai, there is more to gain than to lose. "Reading" the precious book page with deep awareness has brought Chilai peace of mind, bringing happiness now and in the future.
With ChiLai, there is more to gain than to lose. "Reading" the precious book page with deep awareness has brought Chilai peace of mind, bringing happiness now and in the future.