Top Gu Zou Wensheng: Creating "big home" with intelligent products as a breakthrough point

Foreword: With the improvement of people's living and consumption levels, customized services are no longer exclusive to the rich and nobles. Personalized new generations and consumers who pursue quality of life have become the main consumer groups of customized life. Therefore, for more consumers, “customization” becomes a simple and fashionable lifestyle. Consumers are increasingly inclined to personalize consumption, and the more expensive fashion luxury goods, the more prominent this feature, so custom consumption came into being. Consumers like to customize consumption, not only from the products they own, but also the embodiment of consumer personalization.

When customization has become a way of life for us, we have to pay attention to more and more custom brands that have emerged in the industry. Sina Home special planning "C2B China Home Personalization Customization Age" invites well-known custom brands in the industry. Representatives conducted an exclusive interview to discuss the Chinese home customization industry.

Zou Wensheng, Director of Brand Management Center, Dinggu Jiechuang Home Furnishing Co., Ltd.

Interview guest: Zou Wensheng, Director of Brand Management Center, Dinggu Jiechuang Home Furnishing Co., Ltd.

? Interview location: Dinggu Jichuang Home Furnishing Co., Ltd.

?? Interview time: May 16, 2013

?? Interview host: Sina home Ye Lingju

?? About customization: Customized competitiveness is reflected in the service

Customized Furniture that can be tailored to local conditions and tailored has been increasingly favored by consumers in recent years. According to relevant surveys, up to 85% of owners want to buy custom furniture, and 54% of homeowners have already purchased custom furniture. The vast demand has attracted large and medium-sized enterprises to enter the customized market. In recent years, customized products have been popular among merchants and consumers, and the industry is in full swing. "At present, the competitive landscape of the market is relatively rigid, and similar products will be used in product structure and materials. The style of the decoration in the enterprise is similar to the marketing level of the terminal," Dinggu Jiechuang Home Furnishing Co., Ltd. Brand Management Center Director Zou Wensheng sees the current customization market in this way. When talking about the market development trend, Zou Wensheng believes that the competition in the customized market will be more intense in the future, and "the biggest competition is reflected in the service."

Sina Home: How do you view the status quo of the customized industry and the future development trend.

Zou Wensheng: From the development of the custom industry in recent years, on the one hand, these companies have gradually found their own direction. In the next few years, the customization industry should be branded, and some proprietary or features of the products are more significant. Personalized things will become more obvious. After so many years of development, companies will slowly explore and explore a set of conceptual things that suit their own personality. Enterprises will put more emphasis on the advantages of their own brands, because if the industry goes down, the competitiveness will be reflected in the service. For the first-line service of the terminal, because the functionalized things of the products themselves are similar, there may be some differences in the individual. The product of the same place has a relatively different personality, and the company will find its own characteristics. Greater competition will also be reflected in the service, the first-line service of the terminal and the service of the manufacturer to some terminal suppliers. Therefore, the obvious feature of customization is that the characteristics of branding will be more obvious. The advantage of service is a very important variable of the brand, so it will be more obvious in this respect.

?? Brand positioning: the concept of "big home" with intelligent products

?? overall custom home industry has become in 2013 a new wave of development of the industry, whether it is business or stairway doors, floors, cabinets cabinet, clothes cabinet business, have played "whole home custom" brand at the show. To the whole household is characterized by "big home" era of ascendant, from wall panels, ceiling, window cover, stairs, windows and doors to cloakroom, cabinet cabinet, wine cellar, almost all-encompassing. As a result, the brand positioning is determined, and the long-term development of the company is a question of corporate thinking. “The positioning of the top solid is to form the concept of a big home with intelligent products”, Zou Wensheng said, taking this as the direction, the top solid is innovative in both design and technology, and intelligent is the top in the future product development. Notable feature.

Sina Home: Brand positioning is a directional issue, very important, then what is the brand positioning of Dinggu?

?? Zou Wensheng: The positioning of the top solid, from the perspective of product application, is the breakthrough point and the foothold of intelligent products as product technology, and further deepen and specific applications in these products and technologies to explore some Through the application of new technologies, integrated into the characteristics of the product, top solid is an expert and technical enterprise in this respect.

From the design point of view, the top solid will be to do some very innovative design, or the function of the above can very help the consumer's experience of the above human care, so in general, the top positioning is The concept of building a big home with intelligent products reflects the concept of product positioning of the big home of our large family philosophy. Taking smart home products as the forerunner, we will lead the technological innovation and innovation of the entire product system, and provide consumers with some forward-looking technology and intelligent home products as the system's big home concept. This is the aspect that we have to implement in the follow-up development. Intelligentization is the characteristic that is more prominent in the future development of products.

? Top solid competitiveness: hardware accessories and hardware technology is the advantage of enterprises

?? In December 2002, Zhongshan Dinggu Metal Products Co., Ltd. was formally established. In May 2011, it was renamed as Guangdong Dinggu Jichuang Home Furnishing Co., Ltd. After nearly a decade of development, the company has introduced top solid hardware, sliding doors, ecological doors, cabinets and other clothing products, however, Zou Wensheng view, top solid core competitiveness is still on the hardware, the development of household hardware accessories and hardware technology , is still the foothold of the development of the top solid.

?? Sina home: in recent years, intelligent home building industry in vogue, smart toilets, smart clothes smart kitchen cabinets as well as, product launch uncommon, top solid build core competitiveness of intelligent product where?

Zou Wensheng: On the one hand, Dingfu will continue to develop some special hardware accessories according to the use characteristics of such products, according to the advantages of such products in the hardware and home hardware stores, which will improve the experience of the product. To achieve its functionalization, the core inherent advantages of this aspect, we can develop some customized hardware to achieve specific functions according to the needs of this product, this is a feature. Another feature is that by continuing to integrate some new technologies in hardware construction technology, and applying these new technologies through the functions of hardware stores, the concept of intelligence is placed on the hardware. This is some of our advantages in product technology.

? Service is king: implement uniform service standards for dealers

Buy a product and buy a service. In the aspect of home customization, consumers pay more attention not only to the product itself, but also to the salesperson’s sincere smile, the skilled craftsmanship of the delivery worker, the thoughtful design of the designer and the help of the company after the product has problems. . Good service is also the goal pursued by the current enterprise. For the position of service in the enterprise, Zou Wensheng believes that “the service may end up with the product itself, the tangible product and the intangible service may be half-opened in the whole consumption process. Even the service will occupy more proportions." Especially in the field of dealers where the service is king, Dinggu promotes the unified service standard "four D Golden Elephant Service" to ensure the satisfaction of consumers after-sales service. In this way, brand influence can be passed on to consumers.

Sina Home: You have always stressed the impact of services on the future competitive landscape, so what is the current top-level service system?

? Zou Wensheng: At present, the entire service system of Dinggu has a unified service guidance. In terms of the entire distribution level, we have a unified service standard called “Four D Golden Image Service”, which is the top solid Proprietary, from design to final maintenance, we can understand that in the process, we can understand that the quality of service is the same as the quality of the product. This is a service concept and process that pays great attention to quality. In this case, we will have a unified standard. Our dealers will provide according to this standard. From this, the company will do some very systematic training and guidance. For example, some specific service tools, among the consumers, we hope that our warm service is Part of our product.