Xinting famous family private Liu Wenyu: humanization is greater than institutionalization

Asked why you chose to do this industry? Liu Wenyu smiled and told reporters frankly that "I worked in the bank before. Because my partner has worked in the furniture industry for more than 10 years, I have worked as a distributor in both the production and the production, because the mutual trust of the two has the present. 'Xin Ting's name, it is a coincidence to choose to enter this industry in 2000."


Xianghe Furniture City official website recommended search reading: Xianghe furniture bedroom furniture

Experience the transition from no brand to brand store


How do you choose a furniture brand from the perspective of a dealer?


In fact, this is also through a stage of development. From the unbranded consciousness at that time in 2000, the concept of the specialty store was not clear at the time. What products (goods) were estimated to be sold in this form and then gradually evolved into a specialty store after three or four years of evolution. At the present stage, The development of the factory will be one step ahead of us. In fact, we (distributors) are largely following the concept of the factory.


It was mentioned that at that time, there was no special choice to pick up the manufacturers' brands and successively to represent a number of brands. At present, most of the agents are brand-name furniture brands in the industry. If I am standing in a newly established brand (or have never worked with your company) and want to work with Xinting, what do you value most? What kind of style furniture will be developed in the future?


Since the brand is chosen differently from the current year, if I choose the brand now,


First, we must look at whether the positioning of this brand is suitable, because we also have our own development plans. For example, if I am acting as a "Connorden", then I will definitely not be able to represent products that are closer to the style. Because I must concentrate on doing one thing, there is no need to do more with others.


Second, I think that this brand has the concept of sustainable development. Does the person in charge of the company have certain ideas for the future development of the brand? In fact, I am very valued! It is not the most important thing about the size of the factory and how many employees there are. The most important thing is the idea, what are you doing, do these ideas have an impact on the future market? Can it be done?


In the future, we will focus on the development of modern fashion furniture.


Acting brand, the most fancy is the corporate philosophy and development concept


You mentioned the brand concept, which reminds me of “New Weisi”. This brand is the brand that Xinting name is cooperating. Would you like to introduce what you like this brand?


We represented the brand in 2002. The most important reasons for this brand at the time were:

First, we really like this style of product.


Second, the boss Tan Kaifan is a designer, his pursuit of products, the concept of furniture, it is worth learning.


The idea of ​​acting as a brand at the time was simple. Our consideration was to work hard to learn from the owners of these brands. Because the growth of a brand brings us a lot of things, including management, marketing systems, image, etc., we are all learning.


I am doing this kind of learning with this kind of learning attitude, because according to common sense, the product style of this brand is quite special, and the price is relatively high. The proportion of consumers who accept this style is small. In the third-tier market of Daliang It is difficult to expand the consumer group.

How does the consumer of Daliang reflect on this brand (New Weisi)?


The brand's products are understandable and are leading in terms of product and quality. Due to the uniqueness of the style, the proportion of the consumer group is relatively small. We will use this brand to support the brand image of the entire company.


Innovative wins and sales - creating a pleasant shopping model combining easy travel with group buying


General Liu, you combine travel and shopping, and have produced very good results. I just saw this A8 building materials alliance in the store. Can you share some ideas and processes of these activities?


In fact, the retail of furniture is not the same as the retail of ordinary goods. Because the industry of furniture is light and busy, the frequency of changing furniture is also very long. Therefore, if a retail store does not find a way, it is difficult to There are outstanding achievements in the market. If you don't think of a way, you can only wait. Retail accounts for more than 90% of our company's share. If it is no longer necessary to find a breakthrough, it is very difficult, so we continue to develop some new marketing models. For example, the group purchase you just mentioned, in fact, Guangdong is the strongest furniture production base in the country and the world. For example, the product series of "Kang Nai Deng" brand is very complete, the exhibition hall area is more than 10,000 square meters, garden-style factory building We find these advantages and why do we not borrow the resources of the factory? Visiting the factory showroom is more than visiting our showroom, which will bring more product choice and confidence to consumers. Secondly, we design this model to give customers a feeling of not too rigid shopping, do not have the feeling of forced consumption (laugh) hope to bring a more relaxed and happy feeling, such as this factory in Zengcheng, there are beautiful scenery along the way, At the same time, you can enjoy the prepared farmhouse food. Now you like leisure (laugh). We just want to use this method. We can use the one-day tour process and visit the factory to choose shopping. At the same time, we can reach an agreement with the factory to offer the price in the form of factory price. Of course, this is limited to the consumer who participated in the day to place an order.


Our attempt is not the first time. In the past year (2008), we have done four group buying activities, which are actually very successful. We aim to do 8 such activities this year. This model we will continue to do, I feel that this kind of off-market marketing is quite helpful for sales.


Why is there an A8 building materials alliance? Because our common group is aimed at prospective owners, these prospective owners will definitely be involved in the renovation, involving home improvement products, such as: flooring, curtains, cabinets, air conditioners, etc., even us are a total of eight categories. Furniture is one of the aspects of pan-home. Our promotion is unified promotion and unified to customers. I hope that the bundled sales, for example, in three of them, or five of them, can be cashed back. And integrate the resources of prospective owners in this area, and directly enjoy more benefits. This alliance activity will continue to do so for a long time.

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