Chen Yuwei pure solid wood furniture needs innovation to survive in the market

The 32nd International Famous Furniture (Dongguan) Exhibition was held on September 3rd in Houjie Town, Dongguan City, Guangdong Province. It is understood that this exhibition will open 10 exhibition halls with an exhibition area of ​​780,000 square meters, with 1,245 exhibitors from mainland China, Hong Kong, Taiwan and overseas. On the first day of the opening, the reporter interviewed Chen Yuwei, director of furniture marketing at Wanhengtong, to learn about the various innovative ideas of Wanhengtong.

Innovate from models, technology to packaging

Reporter: Innovation is now a new trend. Everyone turns their limelight to original design. What can be innovated on pure solid wood?

Chen Yuwei: There must be several points in the innovation of pure solid wood furniture . First, the first is the innovation of furniture models. For example, we are doing neoclassical. This is our original creation. Jane and Jane are our first creations. What is the logo of the first? You made it, there are many people. I am following you in the wind.

Reporter: Now that you have led a wave of trends?

Chen Yuwei: Yes, for example, this neo-classical furniture, we are the first in the country. This neo-classical is what we played. Since we called neo-classical, many people are also the same. This neo-classical neo-classical is also following us.

Reporter: The new classical product, the corresponding one is really reflected in the consumer's use of it, what is the special place?

Chen Yuwei: In the past two years, everyone has done more exaggerated, luxurious, local products. The carvings are more and more complicated. We changed the original route and made the products simple. On the sponge, we carried out A bold innovation, time proved that our route is right, and our business is very good, selling very well, there are many factories with followers, many factories started to do, imitate us to do this style.

Second, your technology needs to be innovative. Everyone has been talking about the structure. Everyone has a structure to make solid wood. However, the real structure of the concrete structure in the concrete structure is suitable for mahogany. Now many European and American furniture solid wood To do it, it is not mahogany, then you have to make some innovations and improvements on the basis of the original. Therefore, we have done a lot of technical improvements and technological innovations in this area. Of course, we have applied for a lot of technical patents, such as the processing of some page frames and page side panels. Solid wood is easily deformed and cracked, so after we have treated this product, the quality of the product is very stable. This is the second innovation.

The third one is packaging. You see this new classical. Today we are in front of everyone with a new look, because many people follow us, we make others look at how to imitate, you copy me, I I will get rid of you.

Staggered development to do e-commerce focus on dealer interests

Reporter: Now that you have used the e-commerce model, it is still very popular in the furniture industry.

Chen Yuwei: We have a flagship store on Tmall.

Reporter: Is your e-commerce platform still not available yet?

Chen Yuwei: Right.

Reporter: Just rely on Tmall, logistics is also a third party?

Chen Yuwei: My dealer is doing logistics.

Reporter: The dealer is with the flagship store, right?

Chen Yuwei: Yes, the profits belong to them, they come to do logistics and services, we come to operate this store.

Reporter: There will be a lot of real things in his store. Is it an exhibition hall for experience?

Chen Yuwei: Yes, they are physical stores. We are virtual stores. Let's do it together. Their experience, online orders, can also place orders directly on the Internet, but the profits are ultimately owned by dealers. We are cooperative.

Reporter: Now O2O is a relatively big trend. Is there an O2O strategy in the future?

Reporter: At the moment we want to start the e-commerce.

Reporter: Will you not do it synchronously, online and offline?

Chen Yuwei: We are wrong to do it.

Reporter: How do you understand this stagger?

Chen Yuwei: Now it is synchronous, there are the same products, there are also staggered products, we develop some products for the line.

Reporter: Is it bought online?

Chen Yuwei: I can't buy it online, and some can buy it.

Reporter: If you buy it online, you may not be able to buy it online.

Chen Yuwei: Part A products can be bought online and offline. Part B products can be bought online, and can not be bought offline.

Reporter: Why is this so?

Chen Yuwei: To develop specifically, it is necessary to distinguish, or else there is a conflict with the dealer.

Reporter: Nowadays, many furniture industries are synchronized. As long as you have seen it here, if you like it, you can place an order online. If you see it on the Internet, you can come down to see the spot first, you and them. It is indeed not the same.

Chen Yuwei: Not quite the same, because it is obviously cheap to buy online, dealers must let profits go out, the furniture industry is now very competitive, profits are getting thinner, you fall again, dealers will not Happy, so we said that we specialize in developing a product for online. There is no conflict between that kind of thing for his physical sales, but the profit will be thin, and you can do it as an additional benefit.

The current transformation is the brand upgrade and the change of business model.

Reporter: Now the entire home furnishing industry is eager to say that it needs to be transformed and upgraded. Solid wood has always been regarded as a relatively traditional furniture industry. Do you have any views on transformation and upgrading?

Chen Yuwei: The first transformation and upgrading may be a transformation from export to domestic sales for the furniture industry. Now everyone is still talking about transformation. What is the transformation now? The transformation now means that there is a transformation of the product brand. Without brand operation, it is now turning to brand operation. The original extensive operation in the branding operation has to be refined.

The market is still very tested. If there is no brand strength, your channel, service, research and development, publicity, promotion and integration are not in place, and there is no comprehensive competitiveness, then you will certainly not survive in this harsh environment. So the so-called transformation, the first is the transformation of the brand.

In addition, some of the original business models have been sorted out. Some of the original profit models are suitable for the high-speed development of the market environment. Nowadays, the market competition is becoming more and more fierce. When the market becomes more and more cruel, it needs a very unique and innovative profit. Mode can survive in the market competition.

Editor in charge: Shanghai GO Jiaju

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