Reporter: Hello, everyone from the audience of Furniture Shopping Network. Today, we were fortunate to interview our General Manager Sun
Reporter: Mr. Sun, hello
Mr. Sun: Hello
Reporter: Since the second half of 2010 , the impact of the "Real Estate New Deal" has finally emerged in the home furnishing industry. Corporate sales have generally declined, with the most declines of 40% -60% . Amidst the bitter cry of "not easy to buy and sell", a strange phenomenon followed: product prices not only did not fall, but kept rising. The most representative one is the furniture industry, which has risen by more than 10% . It seems that it is not fashionable without increasing prices. However, this "price increase" trend has no obvious feeling for consumers, because the increase is the cost, what people see is the artificially high market price, and the price marked on the price tag depends on the manufacturer. One word is final. What do you think of this issue from the perspective of the manufacturer?
Mr. Sun: The price increase is definitely not the final decision of the manufacturer. Rising raw materials is already a trend. Rising raw materials means that our costs have increased. At the same time as national prices have risen, workers' wages have also risen. In fact, our manufacturers are under great pressure. Raw materials and workers' wages are far greater than our room for price increases. Consumers can be assured of this.
Reporter: Some netizens revealed that the profit of the furniture industry is very large. As a manufacturer, how can we achieve the sustainable development of the enterprise while ensuring basic profits?
Mr. Sun: The profit space of the furniture industry is not too large. Raw materials, marketing costs and transportation costs all exist. Especially for branded furniture, we must make furniture with quality assurance to ensure that consumers can rest assured, recognized and trusted. , Then if the raw materials we use must be the best, our cost will be higher!
Reporter: The furniture industry is mixed, and some non-brand furniture companies may use the "price increase wind" to raise prices casually, but it is certain that this phenomenon will not appear in brand furniture companies, especially well-known Furniture brand. "Once it becomes a brand, the company's focus is on how to get more benefits for consumers, rather than how to make huge profits from consumers." Right? With so much furniture, how should consumers choose from so many miscellaneous brands?
Mr. Sun: Yes, our aim is to let consumers sell satisfactory and affordable furniture here. Consumers need to weigh the selection of furniture. Only consumers go to the market and compare products to reach a conclusion as to whether to choose a brand or a miscellaneous brand. These are all measured by consumers, not what we say.
Reporter: No matter whether it is a manufacturer or a merchant, they now pay more attention to the facade, the decoration of specialty stores, and do a lot of promotional advertising, but rarely improve and improve after-sales service. Now there is a problem, when buying furniture, the merchant is patting the chest to guarantee a lifetime warranty. However, once there is a problem, it is blamed. Although some merchants say that they provide after-sales service based on shopping invoices, but there is no written description when it involves specific content, this will leave a foreshadowing on return and service. But for a brand to be bigger and stronger, the level of after-sales service is a magic weapon to win in the furniture market. What do you think of the after-sales service of an enterprise?
Mr. Sun: After-sales service must be the first priority. Only in this way can we gain the trust of customers and the long-term cooperation with dealers. So if there are problems, we will solve them for the first time.
Reporter: How do you solve the problem of customer returns, will you receive it immediately, rather than blindly shirk it?
Mr. Sun: We are sure to solve the problem for him in the first time, and consult the reason for the return, and learn from it, so as to prevent the occurrence of similar incidents, and then improve our products. We will accept the opinions of customers with humility, why do customers give You comment because they are concerned about us, which is something that I would love to see. We will do our best to do well until the customers are satisfied.
Reporter: As for the after-sales service regulations of furniture, will you give a detailed explanation in the instruction manual, instead of perfunctory, or playing word games with customers?
Mr. Sun: This is definitely not possible. As a manufacturer, we must put the quality first, the quality is guaranteed, and the later service will not happen. If there is a problem, our business will cause the biggest loss. The cost and the consequences will have a certain adverse effect on the credibility of our family. The people in the industry know that who dares to cooperate with us, we can't pick up stones and hit our feet. So we absolutely cannot and will not let this happen. As long as customers buy our furniture, we will be responsible for it.
Reporter: But do n’t you worry about bringing the furniture back, increase your cost of operation?
Mr. Sun: For the customer, we must do it until he is most satisfied. This is our unshirkable responsibility. Now that the customer has chosen us, we must give him good service.
Reporter: For the problem that the customer inadvertently spoiled, rather than the quality of the product itself, how did you solve this problem?
Mr. Sun: Our company has professionals to identify whether it is artificial. If it is artificial, we will not turn the customer out, and we will try our best to solve it for him.
Reporter: There is now a common trend: homogenization is becoming more and more obvious, the degree of product differentiation and the time of differentiation are becoming more and more limited: different furniture factories have the same style, same style, same color, and some manufacturers even have an image The packaging is like twins; before you developed a new product, or had a new technology, the company ’s new product could operate in the market for several years, now you have a new product, as long as the product is sold, in a few months, Competitors immediately followed, and immediately followed by rounds of price wars; we can think of many brand factories like this, and the era of "cottage furniture" is getting worse.
Mr. Sun: As far as imitation is concerned, as long as we grab the raw materials, modeling imitating plagiarism is already a common problem in this industry. How to stand out from so many similar products depends on the quality of the products and the meticulous process Started, the shape can be imitated, but the quality can not be copied.
Reporter: At that time, what role did your brand play?
Mr. Sun: A brand that has been recognized by the people and has been deeply rooted in the hearts of the people. No matter how he is plagiarized, customers will still think of us when they choose furniture. The role of our brand at this time is to make us stand out in the mixed industry.
Reporter: We all know that the overall condition of furniture in 2010 is not very ideal, even in the season of the gold and silver nineteen is not so optimistic, can you briefly analyze for us?
Mr. Sun: The continuous introduction of the New Deal in the housing market in early 2010 has affected the sales of the downstream home furnishing industry while abruptly reducing the volume of the property market; the inflation risks caused by rising prices, the appreciation of the RMB exchange rate, etc. The upstream raw material supply brings difficulties; the recovery of the overseas financial crisis is unfavorable, and the spearhead of trade barriers is directed at the home furnishing enterprises ... This is all hindering the development of the furniture industry, making the furniture industry not in the peak season.
Reporter: What countermeasures will your company take in 2011 to deal with the highly competitive furniture industry? What's new?
Mr. Sun: For 2011 , we still mainly adopt the direct sales model. We have to do the products carefully and start with the details. Only in this way can we improve our quality and we will have better development!
Reporter: Finally, thank Mr. Sun for accepting our interview! Thank you, Mr. Sun!
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