Weng Zhenhui, Director of Marketing
Use smart products to open the distance of products in the same industry
　　 [Reporter]: Thanks to Mr. Weng for accepting our interview, please ask Weng to tell us about the development of the current stage of picking up.
Xianghe Furniture City official website recommended search reading: the overall wardrobe China Furniture Association
[Weng Zhenhui]: Thank you! The picking degree began to enter the home industry ten years ago. In 2008, from export to domestic sales, through more than four years, we have more than 160 outlets in China. Since last year, we have been the first manufacturer to introduce the concept of smart wardrobes in the wardrobe industry. The passenger traffic of the pick-up manufacturers has always been relatively large, and the whole wardrobe industry has a high degree of homogenization. Whether it is brand packaging, brand promotion, product display or terminal display, but the pick-up is as a market segment. , subdivided the wardrobe smart products. With the improvement of people's living standards, we gradually put forward the concept of smart wardrobes, including smart shoe cabinets, etc. These are all intelligent products that are constantly developed to meet the needs of consumers, and we have raised the same through these products. Industry wardrobe products include the distance of brand positioning, this is the first;
Secondly, the current level of pick-up has become a smart brand in the entire wardrobe industry. As long as it comes to smart wardrobes, whether it is on the Internet or on TV, it will be mentioned that our brand packaging and brand promotion have already made the smart low. The concept of carbon has been incorporated. This piece is also a work we will focus on in the future; smart home in the entire wardrobe industry, including the custom wardrobe industry, its market prospects are very large, especially now the concept of low carbon is deeply rooted in people's hearts, so this space and market The share is very large, we are confident to make this piece of cake bigger and bigger.
[Reporter]: You mentioned the smart low-carbon one. Now many consumers prefer low-carbon and environmental protection to their homes. The slogan of picking up is to lead smart low-carbon new fashion. Would you tell us more about it?
[Weng Zhenhui]: First of all, from the procurement of sheet metal, the raw materials purchased by the board must conform to the European first-class environmental certification, and we also have corresponding certificates. The picking degree is one of the few manufacturers in the wardrobe industry in China to obtain the ten-ring certification. Secondly, the whole production process is also very environmentally friendly. I believe that the whole process of environmental protection is from environmental protection to the final formation of finished products. Not just from the environmental side.
[Reporter]: What is the purpose of your participation in this exhibition? What kind of harvest do you hope to have?
[Weng Zhenhui]: There are two main purposes for participating in this exhibition. The first is to showcase our brand through the exhibition, including the latest smart products in 2012. The second is to recommend our better products to the intention. The franchisees make up for the blank outlets in the country. This is to supplement the breadth and depth of the channels.
In 2012, our marketing goal for the whole year was doubled. One is that the number of existing franchisees has doubled, and one important one is the franchisees joining the blank areas, mainly these two points.
Market segmentation is the key in the industry homogenization environment
　
[Reporter]: What do you think is the industry trend that this exhibition shows?
[Weng Zhenhui]: First of all, the first point is that the homogenization of the whole industry is very serious. Regardless of the plate or style, you can see many brands starting to subdivide their own market under this general trend. For example, Sophia said that "custom wardrobe is Sofia. "It has already subdivided the brand packaging, and we have also introduced smart low-carbon slogans, including companies that have introduced the concept of cultural wardrobes. Under the premise of homogenization of the entire wardrobe industry, the market segment will be continuously developed, this is the first point;
Second, although the pressure of the entire building materials industry, including manufacturers and distributors, was relatively large in 2012, the market share of the entire industry is still relatively large, and there is also a rigid demand, which determines whether it is a manufacturer or not. The franchisee is also good, its days will still be better. If you take the traditional approach, sitting in the store without taking the initiative will definitely be eliminated by the same industry, not eliminated by the state's macro-control policies, but by the fierce competition in the same industry. Therefore, we are actively participating in the exhibition today and are actively demonstrating our own style.
[Reporter]: When it comes to homogenization, I would like to ask Weng Zong, now the plagiarism of wardrobe products is rampant. What do you think about plagiarism?
[Weng Zhenhui]: So far, the entire wardrobe industry can be said to be more than 1,000 brand companies, because the threshold of the wardrobe industry is relatively low, in two aspects: one is for the manufacturers, as long as you buy one The feeder and edge banding machine can be used to build a cottage factory with tens of thousands of pieces. The second is the low threshold for dealer channels. From 1,000 square meters to several thousand square meters, it can become a network.
There is also a threshold because the wardrobe products enter China mainland relatively late. Consumers are not well-recognized in terms of environmental protection, intelligence, low carbon, etc., and the wardrobe of the guerrillas cannot form an effective appraisal. With the growth of some consumers who have a high degree of emphasis on custom wardrobes and low-carbon environmental protection, I believe that the market share of custom wardrobes will become larger and larger in the future. It can even be said that the current market share of finished wardrobes is higher than custom. The wardrobe, but the market share of custom wardrobes will surpass it after five years, this has become the development trend of the whole industry.
[Reporter]: It can be seen that Weng Zong is very confident about the prospects of the industry. Would you please tell us about the development plan for the next few years?
[Weng Zhenhui]: Picking up the wardrobe industry from 2008, the annual development speed is very stable. The goal this year is to double the whole year. Through three to five years of hard work, we will form 500-800 in the country. Network outlets, this is the first; second, the future output value will be 30-500 billion, we have to enter the real top ten of the entire wardrobe industry, if we go further, we will also introduce venture capital, listing, this is also We developed step by step.
[Reporter]: Development is inseparable from marketing promotion. May I ask Weng Zong, is there any new action in the e-commerce aspect?
[Weng Zhenhui]: As the age of the entire custom home consumer is getting younger and younger, no matter which level of consumers, especially after the 80s, if you want to choose a product, you will first search the Internet to find out the relevant information. At this stage, whether it is brand promotion or product promotion, a large part of the resources have been put into the Internet. Our national distributors also attach great importance to this promotion. Second, we have a dedicated person in the marketing department responsible for this promotion. Work, in addition to picking up there will also be a dedicated website, you can see the relevant functions and product introductions, etc. on the website of the company. We are currently developing a system. If consumers want to buy a high-quality product in the future, they don’t have to go to the high-end specialty store. They can operate it in the network marketing store, including the choice of cabinets. Or bookcases, choice of styles, independent design, etc., this system we are developing, is expected to be launched in the second half or next year, this is also to meet the habits of consumer electronics life after 80, 90, it can be said that the introduction of this concept is relatively new.
[Reporter]: Is it possible for consumers to have a virtual experience on the Internet without leaving home?
[Weng Zhenhui]: Yes, for example, if the consumer logs in to the website of the pick-up, he can first see the cabinets, wardrobes, smart shoe cabinets and other products that we present, and then freely choose according to their own preferences. Design, this system is under development, I believe that in the future, each wardrobe manufacturer and cabinet manufacturers in the network promotion is the best choice.
[Reporter]: Can enable consumers to have more choices of their own.
[Weng Zhenhui]: Right.
[Reporter]: Thank you very much for accepting our interview today, thank you.
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