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Jiemeng Furniture Zhou Zhibang: Caen, Caen!
May 8, 009,
Four partners founded Jiemeng Furniture,
The Caen sofa was born.
Five years have passed,
Many fellow Chinese
When I mention Caen,
There will be awe in my heart.
What is Caen?
Caen is a story.
Caen is a belief.
Caen is a brand.
Caen is an attitude towards life.
Caen is an innovative idea.
Caen is a group of furniture people who never stop.
Throughout the field of fabric sofas, there are Pekingists in the north and Caen in the south. The former is dominated by stability, while the latter is dominated by fashionable and avant-garde designs. Both have their own strengths and strengths. Therefore, some people in the same way joked that the cloth sofa industry "has Beijing in the north and Caen in the south", which shows its prominent status in the rivers and lakes.
   Faced with such a high evaluation, Mr. Zhou Zhibang, deputy general manager and marketing director of Jiemeng Furniture, appeared modest and cautious. He said that Caen is just a new brand, obviously can not be compared with many well-known brands in the north. However, the core competence of Caen to survive and develop rapidly in a highly competitive market environment is innovation.
>> The following is a dialogue between our reporter and Mr. Zhou Zhibang:
Tang Jiacheng: First, Mr. Zhou briefly introduces the development experience of Jiemeng.
Zhou Zhibang: In fact, we did not establish Jiemeng within five years, and we were only five years old on May 8 this year. The meaning of the word Jiemeng is actually very simple, that is, the four have common values. We want to create our own style in the field of fabric sofas, which can be combined with dealers with operational capabilities and ideas nationwide to jointly create our own territory. Several of our partners have more than 13 years of experience in the furniture industry, and have a certain amount of precipitation in various fields of production, design, marketing, and management. People jokingly call us the best partner.
   Of course, we are building a better platform to train the second echelon, and then recruit more talents in order to become bigger and stronger. Because the furniture industry is our lifelong struggle.
Tang Jiacheng: Many colleagues said that Caen is a dark horse, what do you think?
Zhou Zhibang: It is true that everyone has been impressed by Caen in recent years. I think our core competitiveness is continuous innovation. We always put innovation in the most important place. For example, the innovation of marketing model and service, in order to improve the profitability of specialty stores and enable consumers to participate in sales activities, the iPad application software developed by Jiemeng and the Multimedia Research Institute of Guangzhou Vocational and Technical College-Caen and Katie " The "CCS Demo System" (Color Change System) is officially installed in Caen and Katie stores. The software has a revolutionary change from the "everyone" traditional sales model to the "human-computer interaction" sales model.
The CCS demo system has five advantages:
   First, 360-degree panoramic display of the exhibition hall and decomposition display of product structure;
   Second, the product can be appreciated by rotating 180 degrees to solve the customer's concerns about not seeing the actual effect of the product on site;
   Third, the system design has four major types of decoration styles that are popular today and multiple types of apartments, which can immediately solve customers' concerns about whether the product is suitable for the decoration style at home;
   Fourth, the sofa is instantly color-matched, the sofa replacement fabric is simple and easy to use, and the replacement effect can be seen immediately;
   Fifth, on-site floor layout, according to the size of the customer's room, immediately draw a home floor plan and furniture layout. In addition, the construction of WeChat fan platform directly solves the problem of end customers. It also includes the training and supervision team that we introduced last year, including training, terminal blasting, opening activities, bargaining fairs, cross-industry alliances, etc., to find ways to increase the performance of specialty stores.
   Innovation is the innovation of marketing and service, as well as product innovation. At each exhibition, we have at least two or thirty new products on the market. Moreover, we have three major brands of Caen, Katie and Karang under the Jiemeng brand, with prices ranging from more than 1,000 to more than 10,000, which can meet the consumer needs of different grades of high, medium and low. In addition, we can stand confidently in front of everyone and say that our products are all original. There is absolutely no product on the market that is exactly the same as ours. If there is one, it is a copy.
   All of the above can be combined to form a word of mouth and sing along. At present, there are 166 or 70 specialty stores in the three major brands of Jiemeng in the country, of which Caen alone exceeds 100, so it is not an exaggeration to say that Caen is a dark horse.
Tang Jiacheng: It turned out that the dark horse was born like this. You just said that all products of Jiemeng are original, how to ensure the originality of the product?
Zhou Zhibang: First of all, we have a strong R & D team. There are foreign design groups all year round to discuss design with Guangzhou Academy of Fine Arts. And through the popular foreign magazines, fashion, and participate in the annual Milan Furniture Fair, constantly absorbing new elements. We also often learn from some dealers who have ideas about product development direction and fashion trends to improve our new design products.
   Secondly, we have used more than 1,500 kinds of fabrics, more than a variety of fabrics. We can imagine the energy we spend on product innovation. And everything we do is to ensure the maximum profit of dealers.
Tang Jiacheng: In order to make the dealers more competitive, Jiemeng has really worked hard ! Next, Mr. Zhou will talk about the trend and prospect of the furniture market from the perspective of the industry.
Zhou Zhibang: I think that the fabric sofa is truly a giant in the market, and there is no well-known brand, which shows that the market still has a lot of room to dig. Views on the future of the industry, no innovation factories must live, or sitting in dealer store is definitely a dead end, and the brand will gradually concentrated in the hands of dealers have ideas, have the resources, there is a sense of service .
Tang Jiacheng: Based on your analysis of the current status and future of the industry, what development plan will our Jiemeng implement?
Zhou Zhibang: Jiemeng always takes the mission of "creating a high-quality life for consumers", closely focusing on the needs of customers and society and the development trend of the modern furniture industry, based on itself and looking to the future. On March 17, we released the Apple CCS system and the company's development plan for 2014-2016. In 2014, the country's original storefronts were completely upgraded and upgraded, while strengthening team building and improving staffing and training systems. In 2015, we focused on supporting a group of dealers with ideas, and strengthened cooperation with their store management and promotion of external channels. In 2016, the platform was set up, local resources were available, and the rest was to focus on things and make them detailed. Of course, in this process, we must go all out to eliminate all difficulties and create brilliant.
Tang Jiacheng: After listening to your three-year plan, I want to say: I am willing to be your dealer. So how will the brand development of Jiemeng be planned?
Zhou Zhibang: The positioning of the three major brands of Jiemeng is different. Caon is positioned in the middle-class consumer group and has higher requirements for color matching, quality and design. Katie belongs to the post-modern style, and is specifically aimed at consumer groups such as clubs and hotel projects including model rooms and villas. Karang is a young and fashionable positioning, mainly aimed at the product demand of small houses such as resettlement houses and apartments. The three major brands include all consumers who want to choose fabric sofas.
   Taking Caen as an example, Caen is a story and a belief; Caen is a brand and an attitude to life; Caen is an innovative idea and a group of furniture people who never stop.
   In fact, what I want to express most is that any brand must be supported by tangible and tangible products, with core products and products acceptable to consumers. Such a brand is the real brand. Back to the development plan of Caen brand, what we have to do is to provide better and better products to consumers. We encourage dealers to open second and third stores, or even cross-regional stores, to give dealers a larger platform. We have numerous products and means to support the development of dealers.
Tang Jiacheng: As the vice chairman of the Shunde Furniture Brand Alliance, I finally asked Mr. Zhou to talk about his views on the alliance.
Zhou Zhibang: The scale and influence of Shunde's furniture industry is undoubted, but as of now, it has not been able to get rid of the low-end shadow, which also limits the development of the brand in the first-line market, and also makes Shunde enterprises have a certain position in product positioning. concern. The establishment of the Shunde Furniture Brand Alliance has awakened the thoughts of our people in Shunde. Today, in the face of market competition, we must work hard together and not stand alone. As a post-70s, I have seen our older generation make sofas by the fish pond since I was a child, but all this has become a memory. Compared with Hong Kong, Shenzhen, and Dongguan, we have fallen behind. As Shunde people, we should treat Shunde 'S brand is polished and hit the whole country and the whole world.
   Over the past two years, the alliance has done a lot of work. After two years of groping and running in, the thinking is further unified and the actions are further accelerated. We are more confident to jointly promote the development of our own enterprise and the Shunde brand alliance.