27th Dongguan Exhibition-Enter Taisheng

[Reporter]: President Yu, hello. Please summarize the market situation last year. Everyone is talking cold. What specific feelings does Taisheng feel?

The furniture industry is an industry that will not disappear

[Yu Xida]: The high and low fluctuations of the market are a cycle, but the changes in the three or four years will be faster, and the changes may be more dramatic. There are many types of furniture in this industry, and the furniture industry is not likely to be eliminated. Someone will definitely have a furniture industry, so it is an industry that will not disappear. The furniture industry and the real estate industry have a great relationship. As long as real estate has no incentive to move forward, of course the furniture industry will also feel it after half a year.

If the country wants a stable and long-term development of the real estate industry, it must require administrative intervention, because China has not experienced a bubble after all. I believe it cannot withstand the bubble. China has a vast territory and a large population. Unlike the Asian financial crisis, I believe that China is Planned market intervention is also good for the furniture industry. It's just that under the current macro-control, the furniture industry will not be very easy to do, but if you look farther, it is the pain that you must experience.

As Taisheng, we are thinking backwards and looking at this market, because Taisheng, as a big international brand, has 8, 9 own brands in Europe and America, we are 3 brands to do the Chinese market, so it is not good in the whole market In this situation, it is time for Taisheng to reverse its thinking and operate the market in reverse. At the seventh edition of Aite House, we participated in the famous furniture exhibition. After the integration and concentration of Aite House last year, Aike House's Oak series and North American Forest series can be operated separately by separate stores, so we put The product has been integrated, and a new upgrade has been made in product packaging. At the same time, when everyone is taking this year seriously, we stand on a good marketing perspective. This year, we let the distributors who have the strength and want to operate the brand at this time increase their efforts to open the store. This is also a reverse thinking. Operation.

This year our support policy for dealers is also quite large, I believe that everyone will not worry about the quality of Taisheng, because this is the most important link in our company. The concept of our brand is premised on consumers. 16 independent stores have been opened in the Greater Shanghai area and the Greater Guangzhou area. Over the next three years, more than 100 direct stores will be opened in the country. Directly facing consumer customers, from the needs of customers, the requirements for quality and health can be quickly Back to the core.

The two series of Aite House will participate in this year's plan to completely split the two series

[Reporter]: What are the specific products brought to the exhibition this year?

[Yu Xida]: The facade is fixed, the interior separates the large series of Oak under the Aite house and the large series of North American forests. The North American forest series where we are now has a larger volume and a stronger sense of solid wood. The right consumer group is relatively young, and the decoration colors inside have also been separated to a certain extent. The North American Forest series did not make the head, but all the heads of the store are displayed in the complete store of Hall A. We mixed the original two series of Aite House on the market, this year, we officially separated it to exhibit separately.

[Reporter]: In terms of distributors, we must separate, that is, the agent of this brand can not represent another brand?

[Yu Xida]: Yes, but we will give priority to the original dealers. Both stores will be opened to give them time to find a place. We have also integrated and condensed multi-brand and multi-series things in the market for two years to extract the essence, and then perfected the places that were not mature before to bring them to the market.

[Reporter]: I hope that by the end of the year we will see that this is a very successful operation. Under the circumstance that the market is not good this year, many companies choose to switch to the second-tier and third-tier markets. Is Aetto also planning to develop into the third-fourth current market?

Broaden the channel layout of the third and fourth tier cities

[Yuxida]: With these two brands under Aite House, Oak can enter second-tier cities and some third-tier cities. For this year's market, both Guangdong furniture companies are also actively developing in third and fourth tier cities. Taisheng has also made plans in this regard, so in September this year, our three brands, Aite House will have a new style series Product launches will include suite products in second and third tier cities. There is also iShang sofa which is aimed at a relatively high-end market. In September this year, a new Aishang sofa will be launched, and we will be more towards the concept of overall home operation. It ’s been three or four years since the domestic store called holistic home than the sofa store, but the domestic store that originally made soft sofas or soft beds is not very sustainable because of his ability and strength. Soft sofas and soft furniture are completed from raw materials and finished products quickly, but it is not possible to make other furniture, especially solid wood furniture. From the control of raw materials in the early stage to the control of the moisture content of the workshop in the production process, it is a solid test Can furniture continue in the market.

I was asked by the media last year that solid wood furniture can know who can make solid wood after a winter, because the quality of the product can be seen after the winter test is completely complete. I believe that Taisheng has always been our core and strongest part in this respect. There are many steps to monitor in many aspects such as the requirements of workshop production.

[Reporter]: You just said that you want to develop the overall home furnishing. Are you planning to make the iShang sofa brand into a complete home furnishing?

Wood series is the strongest part of Taisheng

[Yu Xida]: Aite House is a whole home, and Huanmei is also a whole home. The wood series is the strongest part of Taisheng. Therefore, it is the advantage of Taisheng to intervene in this piece. We must make full use of it. In the software home, we expect that the new product style series of Athouse will come out in September this year, and there will be a brand new product launched on the market.

[Reporter]: In a situation where the market format is not good, does Taisheng choose to develop by leaps and bounds?

[Yu Xida]: When the environment is bad, the more solid you are, and the market returns to normal, the benefits will soon show up.

Happy to treat the furniture trade-in policy

[Reporter]: This year furniture is also being replaced with old ones. Do you think the furniture is suitable for old ones?

[Yu Xida]: There is policy subsidy in the Taiwan region of the furniture trade-in trade. I am optimistic about its success, because China has always been export-oriented and has increased its efforts to stimulate domestic demand. I take this policy positively. From another perspective, our group also sees it this way. We always set the tone in 2004 and officially launched this project in 2009, because after all, we are an overseas company. With the rapid development of the mainland, the people ’s living standards continue to improve. The strength is close to the same, so our company has been set in 2004. Everyone ’s spending power will become stronger and stronger. I believe that when Hu Jintao took office in 2004, he also put forward a concept that China will reach a comprehensive well-off in 20 years, representing China. It will surely become the first in the world because of the overall population and the overall concept of life. Therefore, we believe that in 2008, from the perspective of the Chinese market itself, it is Taisheng's entry into the Chinese market and the beginning of the Chinese market. In addition, we are foreign companies. Taisheng views this market based on consumer demand, which is fancy In the long-term development, Taiwan Sheng has a certain strength and reputation in the world, and it can only go better.

Taisheng is working hard to gradually realize the clear price

[Reporter]: There are still stores that offer clear prices, how do our companies view this issue?

[Yu Xida]: The situation of unclear real prices in China, especially last year, is getting worse. Consumers see that there is no bottom in pricing and discounts, and he will hesitate to give him a big discount. This situation is in Asia, Singapore, Taiwan and Hong Kong. Exist, I believe that dealers have begun to change last year and this year. We will discuss this issue with dealers next year. Now that dealers are already doing this, we also encourage them to do so, even if they do not achieve the clear price, we Hope he gives consumers some discounts at low retail prices.

[Reporter]: Now that consumers are more and more rational, this consumption model is no longer applicable for high price and low discount.

[Yu Xida]: Although consumers will shop around, consumers still have a bottom of heart, because whether they buy a house for their children or buy a second home, they are very rational consumers.

The furniture industry happiness index is very high

[Reporter]: The market was relatively cold last year, so we want to do a warm-up action this year. As a practitioner in the furniture industry, do you think the ground happiness index in this industry is high?

[Yu Xida]: High. If the happiness index is not high, I might not be in this industry. I ’ve been in the furniture industry for 22 years, and I ’m a monk halfway, but I did this industry from teacher resignation to factory apprenticeship. I also have a certain determination for furniture companies. The most attractive thing about furniture is that I can often see new ones. Things, these new things look good on their own, so it is an industry that will not be eliminated, it will become more and more refined, more and more detailed, and more and more consider to let consumers feel that they can not only use, but also add life Fun, at the same time, being able to go to work in a busy industrial and commercial society, and being a part of the enterprise to go home and feel the comfort of home. These are what our Taisheng company insists on, and this is also the lifeblood of our business.

To enhance happiness, we must first put people first

[Reporter]: Since we are going to regain happiness and improve everyone ’s happiness index this year, what do you think Taisheng should do to improve the happiness index?

[Yu Xida]: People-oriented needs, humanized needs, including product design, product quality, consumer purchase and use must adhere to the concept of people-oriented, from the manufacturing, sales and customer will improve the happiness index.

[Reporter]: Thank you for accepting our interview today!