Peng Huan, General Manager of Emperor Standard Home
The continued downturn in the furniture industry in 2012 stems from overcapacity
[Reporter] Many people think that 2011 is the winter season of the home furnishing industry. What is the situation for the emperor standard home?
[Peng Huan] As far as the furniture industry is concerned, the furniture industry market is definitely not good this year. At present, the winter of the furniture industry is moving towards a relatively low period; enterprises, including dealers, need a process for the perfection and integrity of the entire commercial chain; what is the reason for the overall poor home market? After research, the total sales volume of the home furnishing industry is increasing. Why is it that every company, the sales volume of each store and each merchant feels down? At present, the number of dealers entering the circle of the home industry is expanding, the number of teams entering the store is expanding, and the number of enterprises entering the brand is also increasing. As a result, the overcapacity of the operators, the ratio of the use and demand has become problematic; the area is too large. There are many brands and there are many operators, which leads to serious diversion. I personally think that winter is a good thing for enterprises. In the current market transformation, enterprises, dealers, and property can finally gain a firm foothold, enter the market, and reach the status of leadership. It is necessary to compete in order to There is a certain position in the circle.
The index of well-being depends on the overall brand improvement of the company
[Reporter] Faced with the winter of 2011, many furniture companies feel very happy. How do you think about the happiness of the furniture industry? Where does happiness come from?
[Peng Huan] Everyone's understanding of happiness is different. For me, the key to happiness is an ideal realization. Every year, there are different plans and goals. When these goals are realized, they may be a kind of satisfaction, and their dreams will be realized. For the source of happiness, as a person standing at the level of business management, they will pass The overall brand improvement, the company's development stage, to determine his happiness index; as a consumer, he will consider the overall service value he enjoys in addition to the product's own value in the purchase process.
Competition is always there to find a way to survive is king
[Reporter] In 2012, some people said that it was a cold winter, and some people said that it was warm spring. What kind of expectations do you have?
[Peng Huan] Of course, we expect the market to get better and better in 2012. I don't think it is necessary to make some wrong judgments based on current market trends. It is more about the company's own efforts, to get in touch with this market, to adapt to this market, and to learn how to change, so there is no need to worry about it. It's not a cold winter, or it doesn't need to consider whether it is warm spring. We just consider the business level. Competition will always exist every moment. It is just how we find a way to survive in our competition and seek our own way.
[Reporter] It seems that in the furniture enterprise, this view is still being proposed for the first time. Where is your confidence in 2012?
[Peng Huan] comes from a kind of judgment on the market or a way of doing business in his own heart; as a company, it is not a person to be able to do it well, we are against the individual hero, we need It is a complete team, a team that can withstand the test, I believe that we are very powerful in the market, confidence is more from a complete team, we have a clear plan for the cause.
[Reporter] This year, your company has carried out a lot of factory direct sales activities. Since it is factory direct sales, then how can you make money, then how do you feed your business?
[Peng Huan] Our factory direct sales this year is actually the ARS mode we launched, namely the deep distribution mode. Under this market structure, we should subvert the entire market structure and do it in a similar way. We just let the dealers understand the truth. In a good market situation, serious people and unscrupulous people have a different result. This is often caused by bad times, often when the market is not selling well, but some people are doing very well. This is your own commitment to the cause, and the professionalism has not been in place. This is very important. For example, the ARS model we launched this year is mainly to change the dealer's traditional distribution methods; the traditional distribution method is to build a store, find a good brand, do a good job of decoration, find a few shopping guides, basically this method is operating, in Now, under the fierce competition mode, the original business model is definitely not acceptable. We will subvert the original model, so we have introduced the ARS model, which is nothing more than letting the dealers go to the terminal to build their own team. Starting to go to marketing, we need to go out. So in these years we have divided four processes to go: to find customer problems, where our terminals find customers, and then to investigate which communities they are in; which ones have begun to be renovated; what style of decoration is, how big the overall living room is.
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