In the furniture industry, office furniture has always been a group that everyone has neglected. But at the moment when everyone is forgotten, they are trying to find ways to rise in their own way, to continue learning and to explore. On January 11th, at the awarding ceremony of the furniture general evaluation list, Net Furniture Channel interviewed Mr. Huang Shoujin, the general manager of Dio office furniture from Zhongshan. He told us about Dior's new launch of the exclusive store and general agent in the office furniture field. Business model, hope to create a star brand of office furniture area through this model. [Furniture Channel]: Hello, Mr. Huang! First of all, you are welcome to accept the interview of the furniture channel. At present, the field of office furniture does not seem to have attracted widespread attention. Can you tell us about the difference between the office furniture and the civil furniture? Diou 2010 launched a new model of office furniture business - store plus general agent [Huang Shoujin]: office furniture generally has two channels, one is through channels, through dealers, through specialty stores, and through the agency's engineering Agent mode, walking on two legs. Compared with civilian furniture, the development of the model is too far apart. We are all through the simple furniture city, the kind of sales that can not reach the realm of the brand. Office furniture has been summed up for so many years. Why is it not well developed? The biggest problem may be the business model. Therefore, we are the first in this industry, and the mature business model of learning civil furniture has entered the office furniture industry. The mode of the store plus the general agent. [Furniture Channel]: Can you give us a specific introduction to this model? [Huang Shoujin]: The main idea of ​​this model is that we and the dealers should work together to build the furniture industry market, not the unilateral ones. Because an industry, a company, his products have to be introduced to the market, must pass through the dealers, if only sales are not up to a height and depth. But a more loyal dealer, a mature marketing network can be achieved. Therefore, our total is that dealers must achieve loyalty, and we must achieve a win-win situation with our dealers. [Furniture Channel]: At what stage is our store's total agent model going to this stage? [Huang Shoujin]: Our model has been fully cooperated with a consulting company in Shenzhen since last August 2008. The preliminary market research, including the previous planning, has been completed, and now it has entered the specific implementation, including the internationalized LOGO. The design, design and introduction of Shenzhen Industrial Park, including the planning and design of our specialty stores, the operation of this year's investment fees are in progress, and plans to hold a grand investment conference on March 26 this year. [Furniture Channel]: What kind of effect does this model promotion have on our brand? [Huang Shoujin]: As a company, it is to be standardized, and the purpose of standardization is to carry out brand operations. [Furniture Channel]: This model is also launched for the operation of the brand. [Huang Shoujin]: Yes, the brand has two most important carriers, one is standardized products and developed products, and the second is to create a new business model, so we mainly make a fuss about these two. [Furniture Channel]: Office furniture is not sufficiently obvious in terms of personalization. [Huang Shoujin]: In this case, there is always a misunderstanding in the office furniture industry. The office furniture manufacturers in China are all black and traditional in the world. In fact, office furniture should also be personalized and cannot be the same thing. We strive to form the characteristics and style of our company in product development. In the past two years, we have promoted the transformation of the concept of the entire office furniture industry through the operation of the brand, because the world's office furniture looks at China, and China's office furniture looks at Zhongshan. Zhongshan is the important town of office furniture in China. In the past, everyone copied me and copied you. There is no original work. Now everyone realizes that they must form their own characteristics and styles. Therefore, in the past few years, everyone has been shaping their own styles with civilian furniture, forming their own characteristics and forming their own brands, but the real brand operation era has not yet arrived. The real brand era should be your products and your corporate image. , your business model, your reputation in the market, etc., so we strive to build on brand building and brand integration. [Furniture Channel]: Office furniture As far as I know, there is no real well-known industry brand. Everyone just thinks that it is almost the same. It will not deliberately pursue which brand of office furniture, and which brand of office furniture is more famous. [Huang Shoujin]: Yes, this is what we have to do in the field of office furniture. There is a lack of brand in the office furniture industry, especially the lack of big brands. There is no market for a standardized brand operation, so we are a member of Zhongshan’s office furniture. I want to open this first river. Moreover, we have joined a lot of furniture in this industry furniture, such as Huashun, Fumeida, Fubon, and Zhongtai of Zhongshan's counterparts. We want to build the Zhongshan brand in the office furniture market in China and build the entire regional brand. The regional brand is composed of each of our single brands. Through the regional brands, the market is big and the brand of the office furniture in China is upgraded. E-commerce will become the third channel of furniture marketing [Furniture Channel]: At present, like the e-commerce, the trend of the furniture industry in this area is very fierce. I would like to ask what you think about this piece? Will it also be applied to the field of office furniture? [Huang Shoujin]: The network is the third channel for civilian furniture and office furniture. I just discussed this issue with our summer manager at the meeting. Go back to us to do research, because this is a trend for the future. Whether it is civilian furniture or office furniture, we use traditional marketing models to compare the speed of transmission. Slow, there are still fewer people who know your brand, but the network is too fast. Through the e-commerce platform, the problem we have to solve is how to use our business tools to sell products and then promote the brand. This is the most important. If it is only on the one hand, there is no dealer who supports the network. It is impossible to achieve joint participation, because furniture, whether it is civilian furniture or office furniture, is different from small things. He is a big one. It has transportation problems and installation problems with after-sales service, so it must be a huge one. The team came together to solve it and become our web platform. [Furniture Channel]: As far as I know, the biggest problem facing e-commerce is the price system. Because the price of the network can't be the same as that of the dealer, the dealer feels that it is the electronic mall and his physical store. Arousing a price conflict, I think this problem is still difficult to deal with. [Huang Shoujin]: Yes, the key that I just talked about is this problem. Dealers and manufacturers must have a common profit. Using this e-commerce platform, it is necessary to solve the problem of distribution of benefits or the distribution of profits. Solve, if our dealers have greater profits, the company is not profitable, then the company has no development, can not support the dealers, if the company's profits are high, the dealers have no profit, then his enthusiasm is not high, installation, delivery Goods and collections will depend on dealers to complete. We say that the platform for the furniture industry, I think more is to let the dealers come together to let them complete. In 2010, office furniture will usher in a new revolution in business model [Furniture Channel]: In 2010, what kind of trend do you think office furniture will follow? Please look forward to the development trend of office furniture industry in 2010? [Huang Shoujin]: There will be great development in 2010, because after all, the financial crisis has already bottomed out, and there is an inertia that will have a big gain for the furniture industry, but the bigger harvest is us. The change of a business model in the office furniture industry, I think the impact is the biggest, because not only our Diou, Dio may be a little earlier, but the entire industry will act in this regard until next year. About Dio Office Furniture Co., Ltd.: Dio Furniture Group (Company) is located in Zhongshan, Guangdong Province, the hometown of office furniture in China. Founded in 1997, the company is a professional enterprise engaged in the production of office furniture. The Group's three major brands: Diou Furniture, Shengdewei Furniture and Mingyang Furniture; took the lead in the industry to obtain ISO9001 international quality management system certification, ISO14001 environmental system Certification, every year at the Guangzhou International Furniture Fair, the professional brand booth, the products are well received by customers at home and abroad. The strong featured products are - Dio Cherry, St. Dewei sour!
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