Background: The 17th China International Furniture Fair (Furniture China) kicked off at the Shanghai New International Expo Center. As an important stage for Chinese furniture companies to go global, the exhibition covers an area of ​​600,000 square meters and is located in Shanghai Pudong New International Expo Center (civil furniture, office furniture, home accessories, cabinets/closets), Shanghai World Expo Exhibition Hall (original auxiliary materials) And production equipment), Jisheng Weibang International Furniture Village (17th National Furniture Exhibition) held in the same period, the exhibition also proposed the "home design" proposition for the first time, the Chinese design is grandly promoted to the domestic and foreign markets.
[Reporter]: Mr. Pan, I saw that your company's name is Guantang. It has the charm of the Tang Dynasty. Has it been exhibited in previous years?
[Pan Jie]: Exhibited last year.
[Reporter]: What are the characteristics of this year's exhibits, what is the difference with the previous two years?
[Pan Jie]: Last year was the first time to exhibit. Soon after we made this brand, all the things were designed with our own Chinese cultural conception. Looking at it now, I must not only emphasize the cultural conception, but also emphasize the humanistic care. The so-called humanistic care means that you can be in the atmosphere of Chinese culture, and you can enjoy the comfort and taste brought by this kind of life. Therefore, this year's exhibits may gradually mature with the past, and consider how to make the user feel more comfortable.
[Reporter]: Chinese furniture is generally hard. Your exhibits combine the comfort of the West with the characteristics of the Chinese side, right?
[Pan Jie]: Because I think that we belong to furniture that focuses on outdoor leisure. If comfort is not placed in front, this thing gives people the feeling that comfort is not enough, then this work is not established.
[Reporter]: Is it the living room?
[Pan Jie]: We can call it the outdoor living room, so from this point of view, all of our products must now consider this comfort, both the Chinese elements should be used well, and the comfort should be very good. Well reflected.
[Reporter]: What special activities do you have in this exhibition?
[Pan Jie]: This is not because I think this exhibition is actually to enhance the image of a brand. It often appears at such an exhibition, letting people perceive China's original design. It has already presented a Chinese furniture field. Very good situation, China's original design has also been valued by consumers including the Chinese market. I feel that it is not only commercial requirements, but I think it is more important to express and display Chinese original design.
[Reporter]: Are you here designed?
[Pan Jie]: Yes, I used to do photography. I was a photographer. I happened to enter this field by chance, because I know that if our design compares pure design with Europeans, I think we still have Without such strength, I feel rooted in the soil of China. China has a culture of 5,000 years. Under such a cultural background, we cannot say that we can look at things in Europe and America with our eyes. We are going to do things in Europe and America. I feel that this is unrealistic. Rooted in this soil, the nutrients in this soil are fully absorbed. In the state of China, I can express it. I think this should be considered as the first thing for us to consider these products. In-depth study. From photography to design, across the century is a cross-border, a product that transforms vision into feeling.
[Reporter]: You used to do photography, now do furniture, what are the advantages?
[Pan Jie]: My advantage is that in terms of brand image creation and product design, I believe that visual effects can be done better than normal.
[Reporter]: I think you are very comfortable here.
[Pan Jie]: I think that if the vision and feelings can be integrated, then this thing should be acceptable.
[Reporter]: What is your expectation for the exhibition?
[Pan Jie]: I did not participate in this exhibition. I did not say how much business expectations there are, because I think this brand may slowly need to be cultivated in this place, so that more people in the industry and business can come to know the brand. . In fact, as a high-end Chinese original furniture brand, it takes a few years.
[Reporter]: How many years?
[Pan Jie]: Two years. Therefore, there is no high commercial expectation, mainly involved and displayed here.
[Reporter]: Would you like to ask if the sales situation in the first half of the year is convenient to disclose?
[Pan Jie]: As far as the sales situation is concerned, the outdoor itself is a very small share with the interior furniture. In the furniture, we now cut into a small category in the outdoor furniture, so the amount of it is said. It won't be too big, because we are very high-end, and it is impossible to use these products without a good living environment. Moreover, our product design volume is very large. Generally speaking, if it is said that it is a villa, a clubhouse or a hotel, it may be purchased. In terms of the quantity, from the current situation, it is only one and a half years since we entered the market. A high-end product, it is impossible to get high sales immediately. I think a high-end brand has at least three years to go, a paving process, a brand promotion process, and the entire sales in the first half of the year. Very good, I can only say...
[Reporter]: To what extent?
[Pan Jie]: Cognition, I believe that everyone who has seen us is very excited, including many interior designers, who are willing to recommend our products into their environment. In this case, it means to find that they have a suitable project and hope to implant our things into our project. This kind of information is very large, and the amount of information given to us is very large, and because of such information, So we are very confident to make this brand a good job.
[Reporter]: What are the expectations for the second half of the year?
[Pan Jie]: The expected sales in the second half of the year is difficult to say, because we can hardly say whether this contract can be finalized, but it can be between several million and ten million. I think this is possible.
[Reporter]: We know that real estate regulation is very tight now, and it also has an impact on the home improvement industry. In addition, raw materials are rising and labor costs are rising. Many home improvement companies are facing such a situation. How do you face such a situation and how to go? What is the challenge? What is the challenge for your company?
[Pan Jie]: For example, when the financial crisis of last year and the previous year had a great influence on the entire Chinese market, it did not bring a big downturn to the high-end consumer goods market.
[Reporter]: I heard from the designer that the transaction volume of the villa is also reduced.
[Pan Jie]: The sales volume is reduced, but the occupancy rate is high, which means that the occupancy rate of those villas purchased in the previous years has become higher, so it becomes a rigid demand that may be suppressed, but it has been The guests who bought the villa are now starting to stay. Under such circumstances, the demand for this part of the villa and high-end residential products is still growing, but it has not declined. From the financial crisis, the cost is too high, and so on, it may have a certain impact in the commercial field, but for the high-end people's own consumption, its impact is actually not very big, They feel that in such a state, being able to have such a consumption power is the real strength, and people with this kind of mentality, so this kind of consumption power is still very strong.
[Reporter]: You are doing high-end. For those companies that are currently facing a bad sales situation, what slogans do you have to inspire them?
[Pan Jie]: I think the current situation, if you say that you will always insist on the low-end line of enterprises or products, I think the road may become narrower and narrower. We have also heard that many of these categories include clothing, including a large number of home businesses, which are closed down. What is the reason for the closure? First, it has no originality. There is no added value on its products. For these two reasons, it is easy to be affected by the whole. The volatility of the market economy has been hit. If you have added value, your added value is original design, there is added value, your high quality market recognizes, if this is the case, then your living space is still there, even if you pay attention to original design, pay attention to High-quality manufacturing, I think its space will be bigger, not that it will fail.
[Reporter]: Originality is the future.
[Pan Jie]: It must be a big trend.
[Reporter]: Now is the sales season of Jinjiuyin 10, what is your sales method?
[Pan Jie]: Our marketing method is like this. There will be promotions. We will take some high-end products to attract some high-end customers. Because high-end customers don’t actually give them a lot of discounts, just say what kind of offer you provide. Service, we are working on the service, that is, how do we do the service. If you have a problem with something, tell us, don't say that I am going to repair it for you. I will change it directly for you. After you have used your home, you must be very reassured. As a high-end brand, you must give it a very The use of peace of mind, as a user's mentality must be like this.
[Reporter]: Will this high-end e-commerce be considered?
[Pan Jie]: I am already doing it.
[Reporter]: I thought that doing high-end may rarely consider this one.
[Pan Jie]: High-end e-commerce is just beginning, we are also testing the water, we entered Taobao Mall in January this year. In this part of e-commerce, as far as the current situation is concerned, the sales situation is not very good. There are already sales. There are such high-end products and such expensive products on Taobao Mall. Actually, there are people who place orders. The biggest one is this product. , 49,800, online orders, and red, 32,800, also placed orders. That is to say, the future trend of e-commerce is also very obvious. Whether it is a financial crisis or not, no matter what the situation is, the trend of e-commerce is irreversible, whether you are high-end or low-end, this direction How to go, that is to say how to go high-end, it is necessary to have an analysis of itself, but can not be eager to achieve, because we can not say that high-end brands and Taobao Mall rely on discounted traffic, relying on promotional traffic, this is not high-end The high-end must always be on the top, able to express all the services and quality better, our service can do better.
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