Chen Peixin, General Manager of Yi Shi Aristocratic Furniture Co., Ltd.
Ming Shi aristocratic furniture limited company, the headquarters is located in the "Chinese furniture manufacturing center", "Chinese furniture materials are" - Shunde Longjiang town, is a collection of upholstered furniture, metal furniture, living room products design and development, production and sales And after-sales service as one of the development-oriented enterprises. Based on the production and management concept of “Quality is the soul and people-orientedâ€, the company has experienced rapid development in six years. The sales network covers all major cities in China (including Hong Kong, Macao and Taiwan) and is exported to the United States, Russia, Singapore, Malaysia, Thailand, Japan, the Middle East and other countries provide comfortable and tasteful living for residents of different nationalities and different skin colors.
Xianghe Furniture City official website recommended search reading: soft furniture living room furniture
Exhibition clear goals
1. Where will the Aristocrats participate in this year? Why did you choose this exhibition?
Guangzhou Pazhou Exhibition Hall. This is also the first time we have chosen to exhibit in Guangzhou. As far as a company is concerned, when you reach a certain stage, you have to rush out and you have to make a brand. It is necessary to increase the visibility. If you are exhibiting in Longjiang, the customer will be lower end. When exhibiting in Guangzhou, customers are more and more big. The Guangzhou exhibition is aimed at the country and exports.
2. What are the current preparations for all aspects of the exhibition, and are they fully ready?
It is generally ready. Our investment in this exhibition is also very large, with a cost of nearly one million. Including renovation, rent, reception, model finding, development of new products, etc., the exhibition area is nearly 300 square meters. There are still some minor problems that are gradually improved. In order to cope with this year's exhibition, we hired a well-known furniture designer from Shenzhen as our design director with an annual salary of more than 500,000 to develop our mid- to high-end products, which is also a great investment for us. In terms of product packaging, we also found a model to do our image endorsement. I have been doing image shooting recently and will be launched in March.
3. Compared with before, what innovations and improvements will your company have in this March? What is the goal?
The positioning of the product and the positioning of the packaging have been renewed. Mainly to go popular, domestic products are a little more. The main market positioning of the March exhibition this year is the second and third line. First of all, we must let the brand of our company, the brand, let the industry, whether it is a customer, the investment of the mall, the media, let them know that we are a company and brand.
4. What are the expectations for this year's show?
We also hope that our dealer team will continue to expand through the exhibition this year, and it is expected to open 30 to 50 specialty stores this year. As far as we are concerned, our overall configuration is also done according to this plan. On the one hand, we have to maintain the original store, on the other hand, we will also open new stores in accordance with our original plan. On average, three to five in a month is a benign development for the factory.
Positive market mentality
5. In 2012, it was called the winter year by most people in the industry. What do you think about the market situation of the furniture industry this year?
No matter how difficult the market is, there are still many people going to open factories. I think this market is different from person to person and varies from factory to factory. As for the sales volume of our company last year, the sales growth has reached more than 30%. I believe that this year we will increase the number of personnel, including sales staff and production personnel; the service, including the training, promotion, after-sales and other post-service tracking of the pre-store staff; If we combine the three, we are confident that we will increase sales this year by more than 50%.
6. This year's software market situation is not optimistic, but the aristocrats are very confident, so where are the product characteristics of the aristocrats?
First of all, our product positioning is divided into two large pieces, one is the high-end leather products with an ex-factory price of 15,000 to 25,000. This product is used by us to be a brand and an image. Then we have half-skinned, leather-fitted mid-to-low end products ranging from 3,500 to 6,500. Then we added a soft bed this year. For a specialty store, if the product is relatively perfect, the whole consumer group is benign for the whole customer group, which can also increase our market share. And this year we also launched a more affordable model of about 3,000 products.
7. What do you think of the expansion of the furniture store headed by Red Star Macalline?
I think that the current market, the impact of receiving the domestic property market is indeed very large, but the idea determines the way out. At present, our specialty stores are mainly based in Guangxi, Fujian, Hunan and Zhejiang provinces. The distribution ratio of specialty stores is still quite average. The market response is still quite good.
We entered the Red Star Macalline this kind of hypermarket, so the receipt of the receipt is also very small. We will not blindly expand, we will now maintain the stores we have opened, and then we will determine our development goals based on the actual amount of our production and sales. If your store expands too much and can't keep up with it, it will not only harm the dealer but also harm the company.
8. In what ways will the Aristocrats protect the continued profitability of the dealers?
I feel that doing market now, you don't mean to develop a market, you have to think about how to maintain, but also want to make this store better. In fact, as far as the entire Longjiang River is concerned, 8% of the factories have only previous developments, but there is no post-maintenance. In fact, the maintenance work in the later period is very important and must be done.
Our approach is to start with product positioning. If a company does a good job, his product development positioning is the first step. In the second step, the excellent quality of the product is the guarantee for opening up the market. The third aspect is the price/performance ratio. In the early stage, these three aspects are being completed. In the latter stage, as long as the customers invest money, we will follow the design, renderings, construction drawings of the store, the decoration quotation of the store, the follow-up of the decoration, the placement of the goods, and the training of the clerk. The opening of the store in the early stage, our entire process will form a one-stop service. If you do not do well after opening, our supervision department will follow up directly. We will find out why: it is not the product, or the problem of the clerk or the overall market problem in this area. Then we will have a comprehensive communication with the customer.
Sincere cultivation of talents
　　 9. The talents of Foshan furniture industry are very scarce. What kind of measures did the aristocrats adopt for their talents?
This year's recruitment is indeed a very headache, and the office staff is fine, but the production workers are really difficult to recruit.
We take a few steps for the development of talent. In the first step, we have already trained newcomers last year. If we don't understand, we will have a special master to bring them. In the second aspect, we will implement the staff of previous years, and those who have a good technical attitude will increase their protection in all aspects. In the third aspect, we will change ourselves, such as hardware facilities and employee benefits. We won't dig people everywhere, because a business is not good, it will be affected a lot, such as the boss mentality. The impact of factors such as the market. Digging people everywhere will only make the market worse and worse. I don’t care what other people’s factories do, I will only take my own path.
10. What is the structure of recruiters?
We only recruited skilled hands this year. If you are a newbie, you have already recruited some of them last year and are still in training. In fact, the entire Longjiang has formed a kind of peak season when it is crazy to dig people, off-season, casually layoffs. This kind of atmosphere is very bad. Not as stable as Dongguan, Shenzhen. In fact, it is not as good as before to do business. If a company does not speak honesty, it will be difficult to do. Either he doesn't do it, or he can't do it, and he turns to do something else. Therefore, we should put the integrity of employee education in the first place.
Integrity is established in good faith. From tailor-made design to after-sales service, the company has always been striving for perfection. In 2012, we believe that the nobles will be getting better and better.
Wooden Beach Racket,Beach Tennis Racquet,Beach Paddle Rackets,Racket Beach
Ningbo Sno Stationery & Sports Articles Co., Ltd. , https://www.snoflyingdisc.com