As a rising star in the industry, Sichuan furniture companies have brought us too many surprises and surprises. How is this team that has become a "prominent military " different from traditional South China furniture companies? From May 16th to 20th, Sohu Furniture Channel reporter went to Chengdu to interview a number of Sichuan furniture leader CEOs and responsible persons, bringing you the most comprehensive interviews with Sichuan furniture companies.
Interview time: May 17, 2012 Interview location: Dibiao Furniture Manufacturing Co., Ltd.
Interview character: Emperor standard furniture Liu Kai
[Sohu]: Liu, hello! Sichuan Furniture Fair is coming soon. Is there any plan for the Emperor's Standard?
[Liu Kai]: Before the furniture fair in July, I will do some promotion and warm-up, which is equivalent to letting everyone know more about some household enterprises in Sichuan, doing some packaging and publicity. At the same time, we launched a drink called “He and Xiaomingâ€. The afternoon tea event will invite Huang Xiaoming, the image of our brand, to attend the exhibition.
[Sohu]: What kind of activities are you mainly doing? What kind of cooperation and content do you want to do with Huang Xiaoming?
[Liu Kai]: Mainly by Huang Xiaoming coming over in July, I will meet you at the exhibition. Let more people pay attention to us. In fact, this form is the same as the meeting. At that time, considering that the network was just promoting, we would like to select a few such netizens to have a face-to-face exchange with everyone.
[Sohu]: This year's home furnishing companies in Guangdong have had a hard time. At the beginning of the year, there were two Dongguan home furnishing businesses that had closed down one day. Everyone was a bit self-sufficient. Even a big-name home furnishing company would feel very sad this year. I don't know if there are any adjustments in the policy or marketing direction of the Emperor's Standard this year to deal with such a crisis?
[Liu Kai]: Yes. First of all, the market competition is very fierce, including the rapid increase in various costs, and then the company has not found a breakthrough point to drive one of their sales, so many companies may naturally have such a recession, causing him to internal Some of the crises. The current countermeasures of our company are mainly to do marketing and advertising; for example, to do media advertising, signed Huang Xiaoming last year, and promoted in many media during the period, such as street signs, networks, magazines, etc. .
[Sohu]: This year, the Emperor will pay more attention to the promotion of this piece.
[Liu Kai]: Now that we have signed up with Huang Xiaoming, we have to use it to cover some of our prospective customer base and high-end customer base. Therefore, this year's advertising promotion is relatively wide. Of course, it is not enough to rely on this alone. The other one is from e-commerce. Because it is still limited by traditional channels, his growth is still relatively slow. E-commerce is developing rapidly, including the network, and the consumer group is gradually growing. This data is getting bigger and bigger. From March 15 this year, we have already cut into e-commerce.
[Sohu]: How was the first way to enter?
[Liu Kai]: It is the first time to cooperate with Taobao, and will cooperate with multiple platforms soon. We will build our own online mall, so this is also an action of this year in the online mall. Then we do the online shopping mall. One of the main purposes is to serve our terminal dealers. On the online one, we are also a cooperative relationship with the dealers. There are benefits and division of labor, which means that we are only responsible for sales online. Responsible for the terminal's delivery service.
[Sohu]: When we talk about e-commerce, we will think of Qumei. They did a great job last year, and there are several kinds of marketing added up, but their focus this year is basically drawn from the e-commerce. I began to pay attention to offline sales. Some people began to say that there is no good time to do e-commerce. What advantages does the Emperor have in doing e-commerce?
[Liu Kai]: Yes. Of course, doing e-commerce is a trend, the sooner the better. We take the combination of online and offline, the main line is responsible for sales, and the offline is mainly responsible for after-sales. Of course, we have also made a lot of adjustments in the business of e-commerce, including products, store decoration, and investment cooperation logistics. It should be said that we do something very unique. For example, we distribute this piece with the dealers' interests and try to give all the profits to the dealers. That is to say, after all the basic costs have been shared, all the profits will be given to us. End customer. This is a problem that we assign to dealers. I hope to do more services for dealers.
The other one is about the positioning of our products on the network, style positioning, price positioning, including the decoration of the storefront. We also researched other well-established businesses on the network, and then we found our own compliance with the development of the imperial standard. The match with our brand is in line with our own consumers' positioning and storefront packaging. Another is the improvement of logistics links. Logistics is also a big factor restricting the development of e-commerce. Then we also cooperate with some relatively large companies in logistics, and we will also sign some agreements to guarantee our logistics services. There is also a complete improvement of our internal processes, including the internal delivery process, the order process and so on.
We are also preparing to enter a new system, because it may be too much pressure in the late e-commerce, orders will be a lot, so when flying like a snow flake, you don't have a good system, your e-commerce may be embarrassed, you The service can't keep up, it will lead to lower evaluation on the network, and more bad reviews. So in the software piece we are also considering, we will use a better set of software, so we say that in the e-commerce section we still have some thoughts.
In addition, we have promoted a model this year, namely ARS deep distribution mode, which is for terminal distributors, mainly for how to develop customers, discover customers, mine customers, manage customers and maintain customers. In four steps and four processes to the terminal; thus let us find more end-user resources, rather than just saying that customers in the store come to the door, and we also alliance with other industries, such as tea houses, cafes, clubs We provide furniture to them and put our products on them.
[Sohu]: This is also a way of showing.
[Liu Kai]: We must turn all sales personnel into our sales staff. As long as we can use our sofas or our products, we will try to cooperate with others to launch more people to understand. Go to sell our products and find more and better customer resources. So offline, we are also providing this model for dealers to serve them and help them build teams. Therefore, online e-commerce, offline ARS mode, we use our all-round advertising, which constitutes a new strategic service system for us this year.
[Sohu]: The emperor has done a lot of things this year, such as e-commerce, Huang Xiaoming endorsement, and the model of our next ARS. What kind of level does the emperor hope to reach at the end of this year or early next year? Is there a plan?
[Liu Kai]: We plan to reach 20 branches within two years, and now it is nine branches. Twelve branches should be guaranteed this year. The second is the market. Now our market is mainly in the southwest and northwest, including some parts of Central China. In the future, our main battlefields are in North China and South China. Of course, we are weak now, so we have to put the roots and insert them on their side. The third is our brand, hoping to raise the reputation of the domestic and foreign industries, thus turning the emperor into a well-known brand in the Chinese home furnishing industry. So we hope that our brand will have such a new height.
[Sohu]: I have said that many furniture companies in Guangdong have gone bankrupt. Many people say that because the products are too single, the products produced by everyone are of the same type and there is no difference. You agree that differentiation is the foundation of enterprise development. What?
[Liu Kai]: This is not all, just a small part. There are many reasons for a company to fail, internal reasons, external reasons, etc., such as fierce market competition, product positioning, market operation capabilities and team capabilities, as well as product development capabilities and packaging capabilities, and of course quality. Supply, service, etc., these are comprehensive, so it may be bankrupt or bankrupt because it is caused by a certain problem. He is only a fuse. At this time, we must not think that this fuse is his. All the problems, this is just a fuse, but the problem is a lot. He has a problem that has triggered a series of chain reactions. In fact, these problems have always existed.
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