Due to the use of masks in recent years, family hygiene and health habits have become a hot topic. The laundry industry, which is related to the lives of every household, faces new opportunities and challenges. When industries such as catering, takeout, retail, and travel are interconnected, the integration of online and offline businesses is realized. As a family laundry industry that is closely related to the lives of the people, how can it achieve self-breakthrough?

As an industry that gathers high-spending people in a city, many customers of laundry shops are often the best among local consumers, which fully conforms to the industry's "80/20 rule" in the conventional sense. Luo Qingbo, the founder of Xifulai, clearly positioned his brand at the brand creation stage, targeting the middle and high-spending groups in the city, and building a laundry brand with high-quality service and caring care as the core, rather than focusing on price wars and cost compression to attract customers. Xifulai's product line is very wide, extending from daily dry cleaning and water washing business to shoe washing, bag washing, household cleaning and luxury cleaning. Each business is built around the "just needs" of customers' lives. This is the soul of this super long product line. Since 2019, Xifulai has begun to promote high-end clothing customization services in some of its stores, and promised that the clothing customized in their stores will be washed and cared for free for life. This unique and innovative service, in addition to bringing consumers a novel experience, is more of a real convenience and peace of mind. Once launched, consumers responded one after another.

In addition to being unique in terms of service categories, Xifulai also has its own characteristics in terms of charging model and service process. A few years ago, Luo Qingbo began to invest heavily in establishing his own online platform, Xiyike. In addition to going to offline stores to consume in person, customers can also place orders online at any time and enjoy door-to-door service. Corresponding to the online platform is the annual card consumption model, which is different from the recharge card consumption model that traditional laundries have always adopted. After purchasing the annual card, the laundry price enjoyed by customers is much lower than the regular laundry unit price, and the annual card model locks in the customer's laundry volume for one year, so that the store operator does not reduce revenue due to the reduction in unit price, but instead increases more business due to the laundry volume and obtains more customer consumption. In terms of laundry service process, Xifulai has always adhered to a strict clothing sorting and disinfection process. Each piece of clothing must be strictly sterilized in the tunnel disinfection cabinet independently developed by Xifulai before and after washing.

2020 is a special year, which brings great challenges to the laundry industry as well as opportunities. In addition to traditional laundry requirements, customers have higher requirements for hygiene, safety and convenience in the laundry service process. Xifulai will certainly not miss such an opportunity. In March 2020, just after resuming work, Xifulai officially announced the launch of a new plan - contactless laundry service. Customers use the online platform "Xiyike" to place orders and put the clothes to be washed in the community smart collection cabinet. The collection and delivery staff of Xifulai stores will be responsible for collecting dirty clothes from the cabinet and putting the washed clothes into the cabinet at the same time. Customers can pick up the clothes at the cabinet after receiving a mobile phone notification. During the entire service process, customers do not need to go to the store or touch the cabinet operation screen. They only need to complete a series of operations on their mobile phones to easily realize contactless delivery of clothes with store staff and other customers. At the same time, in order to reduce the potential risks that may occur during the clothing washing process as much as possible, Xifulai headquarters requires all stores to disinfect and sterilize the clothes in a tunnel disinfection cabinet for more than half an hour before washing and packing after washing, and then carry out aseptic packaging.

Only through cross-industry cooperation can the family washing and care map continue to expand

In Xifulai's business philosophy, the word cooperation appears very frequently. In the daily marketing process of stores, Xifulai has specially tailored marketing plans for cooperation with different entities such as gyms, schools, and large enterprises and institutions. Integrate and replicate the concept of home ecological laundry products to partners in various other industries, so that everyone can achieve a win-win situation. It is worth mentioning that in 2020, Xifulai Group cooperated deeply with many property companies to fully promote the concept of "contactless laundry" service. Not only did it make its own laundry business develop by leaps and bounds, but it also helped the cooperating property companies improve the service quality, allowing end customers to enjoy high-quality and low-cost services. In the future, Xifulai plans to use this cooperation case as a template to promote it in the property industry across the country, opening up the "last 100 meters" distance to provide customers with high-quality contactless laundry services. This has also become a successful example of Xifulai's cross-industry cooperation.

Luo Qingbo's ideal is to build a time-honored enterprise that can be passed down for a hundred years. He knows that to achieve this, he must establish a long-term, stable and mutually beneficial relationship with his own stores and laundry customers. He not only thinks so, but also truly practices his ideal. The gorgeous turn of Xifulai after this special period reflects the brand's service concept and market sensitivity.

The famous investor Buffett once said that one of his major investment principles is: "I am greedy when others are fearful, and I am fearful when others are greedy." In this turbulent and ever-changing market, whether to go with the flow or go against the current, I believe you must have your own answer.