Chen Jiliang, Chairman of Zhejiang Haorenjia Furniture Co., Ltd.
[Reporter] Mr. Chen, first of all, thank you for accepting our interview. Since the establishment of the good family, we have stored a lot of experience in the industry. Please tell us about the good people, and share with you the development ideas and business ideas of the company for many years.
Xianghe Furniture City official website recommended search reading: good people furniture Xianghe furniture
[Chen Jiliang] In fact, the words of a good family, created in 1989, have a history of more than 20 years, mainly producing European and American furniture. In fact, we are also very experienced in making domestic furniture. In fact, our company is positioned. In the next two or three years, we will be able to keep pace with imports. After nearly 20 years of hard work, our company has become a professional European classical furniture enterprise integrating design, production and sales. The company sincerely invites all kinds of excellent management. Talents and technical professionals join, strengthen production management and improve after-sales service, so that our products reflect the unique quality and style from materials, design to craftsmanship. Our company includes several series of brand furniture such as Haorenjia, Miro, Ashi Na, Qidian Oufeng, etc., and has won many awards at home and abroad furniture fairs. Our company has also passed ISO9001 quality system certification and ISO14000 environmental constitution certification. Our products are exported to Asia Pacific, Middle East, Europe and America and other countries and regions, and we have more than 100 specialty stores in major cities. Our good people always adhere to the philosophy of "Quality is life, talents are development, service tree reputation", from product to service, excellence, dedicated to providing the best quality products and the most perfect service for the majority of users. We are based on the traditional Chinese home furnishing industry, constantly innovating and making unremitting efforts to improve the quality of human home life. Achieve a professional-oriented, people-oriented, mature management, form a practical and successful, happy work, and society, enterprises, customers, employees in harmony and win-win, the community of life and mutual benefit. Become a leader in the European and American home sector.
[Reporter] What style is the layout of our exhibition hall? What new products have we brought?
[Chen Jiliang] This exhibition is mainly based on the style of the French court. We brought the bedroom, the restaurant, the study room... to bring the court aristocratic life taste to the customers, and enjoy the comfortable and noble family life after work.
[Reporter] Good people are productive enterprises, so what channels are used to achieve sales?
[Chen Jiliang] For so many years, some of the products that are being built are mainly a company that integrates marketing, R&D and production. In the future, it is possible to build a company that can separate marketing and production. Close to the market, better service users. It is expected that at the end of this year, the entire model will be fully established, and sales will be specialized and scaled.
[Reporter] With the enhancement of consumer awareness of the home environment and green consumption, the promotion of furniture products has become a trend, and environmentally friendly furniture that opens up formaldehyde and non-environmental coatings will become the mainstream trend of the industry. How do good people present in environmentally friendly products?
[Chen Jiliang] Green environmental protection in the 21st century is a topic. The words of a good family have been done a few years ago, including our current materials, all imported from France, and the paints are all European standards, including those that are strictly controlled. If you are green, then a good person has taken this step in the past few years, so that consumers can use it with absolute confidence.
Specifically, our paint uses Germany's Hesse & Lignal (Hansley), the only Chinese brand Idopa (Iduba) paint, our company relies on the company's technological advantages, the application of Idopa (Iduba) in the furniture series NC Nitro's products are resistant to high temperature (open water above 100°), non-whitening, no trace, high hardness, and are in a leading position among the peers. The content of formaldehyde and heavy metals are lower than national standards and are in environmentally friendly paints. Quality products. The main material of wood is European red oak: compact and heavy, soft color, smooth texture, fine and uniform muscle structure, lustrous wood, less tissue structure, strong, impact resistant, hardwood wood is harder than ordinary wood, beech The texture is similar to that of yellow pear wood. It is used for fine furniture and can be used for shipbuilding, construction, bridges, etc.
[Reporter] As a downstream enterprise of real estate, what are the adjustments to the market situation for the uncertainties in the property market in the past two years?
[Chen Jiliang] In such a situation, this is also a very good opportunity. Through such a regulation, it also brings a very big opportunity to our company. We must respond to a call and be able to turn the original one by hand. Through this time of real estate regulation and control, the management of the company can be more perfect and more in line with the market. We adjusted the two assembly lines at the end of last year. In fact, it is very good. It can stop and rectify the factory and respond to the party’s call. . Increase market research, actively adjust strategies, establish a professional sales team, and achieve high-quality professional and customer-friendly services. Develop high-quality high-end products and improve the softness of enterprise management maturity to actively respond.
[Reporter] The competition between domestic and foreign brands in the current furniture market is extremely fierce. Are there any special strategies and strategies to enhance market competitiveness in the brand marketing strategy?
[Chen Jiliang] If a good brand is built, in the next three years, it will be able to develop into a region in a provincial city, that is, to make the whole brand a household name. If it is promoted, we will be an exhibition, and the second one will be in the next three years. CCTV made an advertisement. If you plan, the original words will be covered by the provincial capital city. If you want to cover the 2nd-level city, you can raise a 100% store in this year. The furniture market is fiercely competitive. We have targeted consumer groups through market research, tailored to them, and developed high-quality products as the guide, increased brand launch, increased brand marketing budget, and established brand awareness in provincial and municipal regions.
[Reporter] There are many new products launched by good people this year. I would like to ask Mr. Chen what is your next development plan? What kind of expectations do you hope to achieve in 2012?
[Chen Jiliang] In 2012, our product planning was that the product brand nationwide city coverage rate reached 30%; annual sales achieved a 2012 sales increase of 50% over 2011, with an annual growth rate of 30%. Management maturity reached a medium level. In 2012, our company put forward the slogan of “Sales and Service Year†to greatly improve the quality of service. Better serve consumers. We will lock 30% of our production capacity to high-end consumer groups, and 70% of production capacity will target the mid-end consumer groups.
[Reporter] Ok, thank you Chairman Chen for accepting our interview.
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