Editor's Note: On May 28, 2014, the “Jing Yan China – Beijing Brand Furniture 2014 Promotion Conferenceâ€, which was launched by the Beijing Furniture Association and 36 Beijing furniture brands, was held at the China World Hotel in Beijing. On-site interviews were held at the event site for the participating stores and furniture brand CEOs.
Guest: Wen Shiquan, Chairman of Yifeng Furniture
Location: Beijing·China Hotel
The following is the interview record:
[Reporter]: What are the considerations for 36 brands to do this activity together?
[Wen Shiquan]: Because the whole real estate market is in the adjustment period, we want to hold a group to warm up. The whole Beijing loves the company, loves the industry and contributes to the industry. The event began in February and went to Guangzhou on March 18th. It will be held on May 28th. There are 15 or 16 encounters in the middle. This event is to warm up and promote the Beijing brand image as a whole. Do something for the Beijing industry. Wen Shiquan, Chairman of Yifeng Furniture
[Reporter]: How many dealers have you invited? From which regions?
[Wen Shiquan]: Shanxi, Henan, Sichuan, and Northeast, all the regions are doing the best. Everyone went to Beijing to see other brands and have a choice for each other.
[Reporter]: What are your standards for joining dealers?
[Wen Shiquan]: Like Yifeng, Qumei, and non-equivalent brands have dealers all over the country, which means little to us. This event is mainly for the relatively weak manufacturers in Beijing, with them to attack together.
[Reporter]: How many dealers does Yifeng have in the country?
[Wen Shiquan]: Hundreds of dealers.
[Reporter]: At present, what is the biggest pain point for you in the dealership?
[Wen Shiquan]: Now the overall real estate market is gradually returning to rationality, and rapid development has become a constant development. The upstream adjustment directly affects the sales of the home industry. At this stage, the dealers must learn and study again, insist on learning, and learn to be more and more excellent.
[Reporter]: Are there any new changes in the channel in 2014?
[Wen Shiquan]: We are doing more fine. In the past, some stores were almost on, and now we are asking for dealers to have quality stores. The bad stores are not easy to choose, and the selectivity is even greater. For the distribution of this piece, we require to be stable, accurate, and slow. The past is a rapid development. Now it is slimming and healthy, light and forward, and steady development.
[Reporter]: How many stores does Yifeng currently have in the country? Cooperate with design company to launch new solid wood series
[Wen Shiquan]: 700,800. The breakthrough of Yifeng this year is innovation. Yifeng has already talked with three design companies and will launch several new products. It’s time to go to the world with a product. These years, the Italian style has not been exhibited, we will start exhibiting in the next few years, and we will introduce more new products. Two solid wood series will be launched soon.
[Reporter]: Are you talking about design companies?
[Wen Shiquan]: Yes, three very good design companies are very bullish, one foreign, two domestic, Guangdong and Shenzhen.
[Reporter]: You think design is more and more important.
[Wen Shiquan]: Yes, there will be mainstream consumption in the post-80s products, and personalized products and niche products are becoming more and more popular.
[Reporter]: What is the name of your new solid wood series?
[Wen Shiquan]: It has not yet been fixed.
[Reporter]: Will you focus on the solid wood after the Italian wind?
[Wen Shiquan]: Can not be the same, we are now plate and solid wood, plate-type development of custom, solid wood a post-modern, one is new Chinese, two must be launched. This year the market is a bit like the 2008 financial crisis
[Reporter]: Now, by the end of May, what do you think of the situation in the first half of this year?
[Wen Shiquan]: Tell the truth? In March of this year, it was okay. In March and May, the whole Beijing market was the most important. The north and the Guangzhou-Shenzhen had the greatest impact. Beijing now has no trading volume for second-hand houses. Now the overall market for furniture, except for three days, basically except for the semi-stop state, 4 The month is also very poor. Relatively speaking, companies other than brands can sell a little. The brand furniture city and the best and best furniture city can still sell a little. The overall decline is still very big.
[Reporter]: Compared with last year, compared with last year?
[Wen Shiquan]: Now I feel a bit like the 2008 economic crisis of 2009.
[Reporter]: Do you think there will be a rising trend in the market next?
[Wen Shiquan]: May need to balance for a long time? I dare not say what the future is, but I feel that the market must be balanced for a long period of time in the future, and it will take a long time to rise. The upward trend may be based on the great development of our country's economy.
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