Shun Feng Furniture Marketing Director Wen Guangwu
Q: This Guangzhou exhibition has a relatively high flow of people. Today is the third day. Would you please briefly introduce the characteristics of Shunfeng Furniture's new products?
A: At this exhibition, Shunfeng Furniture launched the “California†American series of household products. From the situation of these two or three days of exhibitions, we have achieved our expected goals. Whether it is the audience who came to visit, the experts in the industry, or our new and old customers, we have appreciated our series of products, and the orders we received exceeded our expectations.
Our factory was established in 1993, and our products have been exported to Europe and America before 2007. In 2007, with the popularity of the domestic furniture market, we also began to establish a sales network in the domestic market. From the perspective of the transformation in recent years, we have been successful, and we have to go abroad for two legs.
American style has a special feature, that is, workmanship is fine, and the paint process is particularly particular. On the whole, the American furniture style is beautiful, the lines are smooth, and the American style is free and romantic. Our “California Others†series of products target target customers in large cities above provincial capitals and sell in first-class hypermarkets.
Q: Since the launch of the "California" American series of home products, how can you go in the domestic market? Can you disclose it?
A: From the sales situation in the past few months, the sales are good. The monthly factory allowance exceeds 7 million yuan. This is an encouraging number for a single series. Because most of this series is hand-made and cannot be mechanized in mass production, this poses a challenge to the skill level and productivity of our factory workers. Fortunately, we plan ahead and foresee our new factory of 100,000 square meters, which will be put into production at the end of this year. At that time, we will supply huge market demand with greater production capacity.
Q: From September 1st, I have been interviewing at the exhibition. I found that whether it is the famous furniture exhibition in Dongguan or the Guangzhou furniture exhibition here, we can see many brands holding high the banner of low carbon and environmental protection. What actions does Shunfeng Furniture have in this regard?
A: As a series of "California" products based on solid wood, we try our best to use more manuals in the production process. Although it is a bit clumsy, it is also a good way to protect the environment. In the use of paint, we all import low-toxic high-grade paint, in the process of painting, we do not waste, to minimize the pollution of the paint on the environment.
Q: In terms of marketing of this series of products, what advanced marketing strategy does your company have?
A: With the development of China's furniture industry, the concept of consumption is also changing. Specific to our group of American products, I think we are not selling furniture, we are selling a way of life. We strive to create a new American style of home life for consumers: comfort, freedom, romance, low-key, luxury. This concept has been unanimously endorsed by our dealers. From the current market reaction, consumers also agree.
Q: The appreciation of the renminbi has caused the decline in China's furniture exports. As a furniture manufacturer that has successfully transferred from outside, Shunfeng Furniture has any successful experience to share with its peers?
A: The domestic and international furniture market is very different. In the past, we did export, satisfied with the processing of the map, earning processing fees. In fact, all of us are doing low-end and mid-range products, wasting a lot of valuable forest resources in the country, and the results have been dumped abroad for sale. However, our domestic high-end furniture products need to be imported from abroad, which requires a lot of foreign exchange.
So, around 2006, we began to ponder. How to transplant the low-key luxury of American furniture to the Chinese mainland market? We all know how to make furniture. If you want to enter the high-end market, you must make products with Chinese characteristics, and people will like it. By the same token, if we inject free and comfortable American furniture into Chinese elements, our products will certainly be accepted by domestic consumers.
Therefore, I believe that in order to do a good job in domestic sales, we must truly grasp the spiritual connotation of our Chinese people and make furniture that conforms to the aesthetic taste of the Chinese people. We cannot simply make a hard copy.
Q: The traditional Jinjiuyin 10 has arrived. What are your expectations for the furniture season after the fall?
A: First of all, I am worried that the capacity of our factory can't keep up. Judging from the operation of these months, our products are in short supply, and we are not worried about sales at all. I am looking forward to the next year, our series of products will be more than 150 million yuan. We must present the best American furniture to the Chinese people, so that the Chinese can enjoy the free and comfortable American home environment. We look forward to leading the trend of Chinese American furniture!
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