Foreign Minister Zhu Xiaokun: To do every detail


Zhu Xiaokun, deputy general manager of Yangchen Furniture Co., Ltd.

[Reporter]: Zhu, hello! We know that the situation of the entire furniture industry this year is worse than last year. How about the sales of Yangchen A in the first half of this year?

[Zhu Xiaokun]: Compared with last year, we still have a good rise this year; achieving such results does not mean opening up new marketing models or making changes, or insisting on previous marketing methods; There are four main reasons for the increase in sales:

The first is that we have a better foundation. Our own company is not small enough to withstand the storm. Secondly, we have only been exporting from domestic sales to domestic sales for more than three years. It is also in the beginning and rising period, although it is subject to the external market. The impact, the rising momentum is not as fast as some companies have just started to rise, but it is also good; at the same time, last year, we expected this year's situation, products and marketing means more suitable for consumers; the most important Yes, we have a strong executive force; in fact, many companies are now caught in a misunderstanding in the terminal market: they are constantly looking for new ways, hoping to change the sales of the downturn, but in fact, in my opinion, the method is not good or bad. Only the execution power is enough; as long as the execution force is in place, the ordinary method can also achieve good sales; the execution power is not in place, and even the best method may not improve the sales.

[Reporter]: Due to the bad situation in the international market, many export-oriented enterprises have also taken a fancy to the domestic market and have turned their battlefields to the domestic market. However, many companies have failed in this process. What do you think is the reason? ?

[Zhu Xiaokun]: Actually, I think that for enterprises, success is not a unilateral reason, but multiple aspects just happen to be together; what is the reason for me is not good, but for our company, for example, our company is currently transforming The comparison is successful, I think there are three reasons: the first is that the timing is more appropriate; the second is that our products are more in line with the appetite of Chinese consumers; at the same time, our overall marketing team and business ideas have made some changes to the Chinese market, and not only It’s just shouting slogans that we have to switch to domestic sales; many companies that sell to domestic sales are prone to a common problem: they only make adjustments to the market, but the ideas have not really changed; this leads to its marketing or operating model. Not quite adapted to this market, the chances of success are very low.

[Reporter]: Many Guangdong furniture companies have begun to enter the third- and fourth-tier markets this year. Does the Yangchen A family have any plans for this?

[Zhu Xiaokun]: In fact, our initial goal was also the third- and fourth-line market; but later, many companies started to take the third- and fourth-tier markets. At present, the layout of these markets has been fixed, so we are now focusing on the first and second lines. in the market. In fact, it is really saturated. The first- and second-tier furniture market in China began to gradually become saturated six or seven years ago. So it’s not that the market has been paid attention to in the past two years, but it has been noticed very early, for example, “Chuanjun "In our opinion, the market is always fierce, just see how you do it."

In fact, I always feel that marketing is very simple, that is, selling goods to consumers. To do this, every link must be done; as we say the terminal market, it is the word "shop", "goods", "people", but to do these three points, each The details must be done well, as long as these are done well, whether it is the first- and second-tier markets, or the third- and fourth-tier markets, they can all succeed.

[Reporter]: So far, how many stores did Yangchen A open this year?

[Zhu Xiaokun]: There were more than 300 on-site orders during the exhibition. After our screening, nearly 200 new stores opened this year. In fact, we don't have any policies this year, but many people have confidence in our brand; this of course is also related to some of the adjustments we made in the previous period and the expectations of the market; we started from last year, we think that from the beginning of this year, the entire furniture industry It will usher in the whole winter; in fact, many companies have also predicted changes in the market this year, but it may be more optimistic, so that this year the market deteriorated, and immediately panic.

[Reporter]: Then, what time do you think the current winter of the furniture industry will last?

[Zhu Xiaokun]: I think it is conservative to estimate that there will be at least two years. During this period, at least 30% to 40% of enterprises will close down. Now we see a lot of companies, and the appearance seems to be pretty good, but one day they say that they are embarrassed; but I think that although the market is not good, more furniture companies are killing themselves. The furniture industry itself has a relatively low threshold. Many companies have no ability to withstand the wind and waves. In fact, as long as you master the key point of the enterprise - the capital chain, as long as your capital chain is continuous, the enterprise will not have problems.

[Reporter]: Some time ago, the home industry made a news, saying that Zhang Qi, the general manager of the former ICBC Private Banking Department, joined Red Star Macalline. In addition, in August 2011, Vanke Executive Vice President Yuan Boyin joined Red Star Macalline. CEO. Industry rumors, the recent Red Star Macalline frequently invited cross-border people to join, is paving the way for the Red Star Macalline listing; many people are worried that after the Red Star listing, it will cause greater pressure on the furniture business, what do you think of this statement?

[Zhu Xiaokun]: In fact, for many companies that take the route of the store, there is indeed a lot of pressure; but for us, it actually has little effect. Furniture companies currently have two modes - stores and independent stores; our company's words are more likely to take the independent store model, so the real impact will be less, even in the store, it is also to choose some local strong stores.

In fact, I think that the bigger the store is also a good thing for the furniture company. His strength can constantly encourage the furniture company to develop faster. This is a win-win situation.

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