Unique product value to create a one-stop home service

【background】

SouFun 2011 “The 7th China Home Development Annual Conference” will be held in Beijing on December 2nd. The theme of this year's annual meeting is “new fields, new channels, and new models”. Through the analysis of the macro environment of the home market, we will discuss how home companies can seize the opportunities and how to do a good job of fundamentals. This is a new transition home business. Product development, geographical expansion, channel development, business model optimization and transformation will open up new ideas and new methods, analyze advantages and disadvantages, and share successful experiences; it will reinterpret the fundamental power of home business development from a higher level.

As China's home industry's highest-standard and most influential annual industry event, China's home furnishing industry development conference has been successfully held for six times, and has received enthusiastic participation from thousands of home furnishing industry leaders! On December 2nd, 2011, we will once again gather in Beijing to talk about the new engine of the Year of the Dragon under the “New Areas, New Channels, and New Models” and share the splendid glory of the 2012 home industry. Stay tuned!

At the time of the 7th China Home Development Annual Conference, SouFun.com launched a super interview with 100 home elites to gather new intelligence to explore new engines for the development of the industry. In this super interview, SouFun Home Furnishings invited Zhang Jieqiang, chairman and president of Guangdong Fulin Wood Technology Co., Ltd. to share his new ideas together.

Interview time: November 24, 2011 Interviews with guests: Zhang Jianqiang, chairman and president of Guangdong Fulin Wood Technology Co., Ltd. Reporter: Ye Xiaoxuan [Reporter]: Chairman Zhang, thank you very much for accepting our annual meeting. 2011 is destined to be an extraordinary year for the home industry. The introduction of purchase restriction orders, rising raw material prices, increased labor costs, and increasingly fierce competition in the market are all factors that have brought important impacts on home companies. What keywords will you use to summarize the 2011 market format? How does your company perform this year compared to last year?

[Zhang Jieqiang]: Indeed, the overall situation of the home industry is not optimistic due to many unfavorable factors at home and abroad. For the market conditions in 2011, I think we can use the term “tremendous and persistent” to describe, on the one hand, the international financial environment is very positive. The adverse impact of China's home furnishing industry, on the other hand, also praised the domestic enterprises for their tenacity in the face of difficulties.

Although the home furnishing industry has been devastated in recent years, with the joint efforts of home furnishing people, the overall situation in 2011 is still rising, and the development of Fulin flooring is also optimistic. The overall market share continues to rise. As of October, rich. The overall sales of forest flooring increased by nearly 40 percentage points year-on-year, and the single-product sales and single-store operation capabilities showed a steady upward trend.

[Reporter]: From a nationwide perspective, the property market has been regulated to different degrees. Which regional markets has your company focused on developing this year?

【Zhang Jieqiang】: The key choices for market development are not merely relying on the standard of the property market regulation, but also fully combining their own resource allocation and operational needs. Of course, the strength of market regulation is also our consideration range.

This year, our key targets for expansion are still in the regions of Guangdong, Guangxi, and Fujian in South China, and in the Jiangsu region in Central China, Hunan, and East China. These markets are all Fuling's key support targets and are also Fulin's development advantage regions. Given the unclear economic environment, we must ensure the stability and smoothness of the advantageous regions.

[Reporter]: The weak period of the market should pay more attention to improving product content. Will your company have any new bright spots in the horizontal and vertical development of the product line? Have you developed a new product line?

【Zhang Jieqiang】: In the past two years, Fulin has invested relatively much in the high-end market. Especially this year, Fulin has invested heavily in the development of the Carlton Black Gold Teak series. The black gold teak is known as the National Wood, collectible flooring, Fulin is also the only company in the industry that can boldly launch such high-end products and can continue to supply them.

The wood flooring industry relies heavily on source timber. In many cases, funds may not be available even if funds are available. Fulin's black gold teak materials are accumulated over more than 10 years and currently have a value of 200 million yuan. The factory, which is one of the most important products of the horizontal expansion of the Fulin product line.

[Reporter]: At present, companies mostly use stores, self-built stores, Internet marketing, designers, and other multi-channel construction and development, but for corporate marketing, not every channel can fully play its own role, so the need to properly streamline channels to To achieve the best results. What channels do you think can be a good channel for your business?

[Zhang Jieqiang]: Actually, for companies, the more sales channels, the better, but in order to take care of the overall situation, we must consider the input-output ratio and concentrate resources on places with a large output ratio.

As far as the current floor companies are concerned, stores, self-built stores, internet marketing, and designers all have their own strengths. Our focus is not on streamlining, but on "fine distribution", which is precisely the configuration. This should be combined with the development strategy of the company itself. Fulin flooring has invested heavily in high-end products in the past two years and hopes to make achievements. Therefore, Fulin has asked the branches in the national market to start with designer channels and set up excellent designs. The division channel team, of course, should be built on the basis of self-built franchise stores. In the next few years, as Fulin's strategic positioning is different, it will also increase its investment in the online channel and establish the network as a very advantageous channel.

[Reporter]: This year, SouFun launched a new strategy of “Chinese Home Furnishing Services into the Community”. Together with major home furnishing brands, they jointly develop the residential market and face up to the owner’s consumption. Excuse me, what do you think about the strategy of entering the community? What advice do you have for developing community channels?

Zhang Jieqiang: Very good! Service into the community is the best way to meet with consumers face to face. This will not only provide consumers with convenient information services, but also bring greater business opportunities for the business. Of course, all this must be based on quality services.

The purpose of entering the community is to actually help consumers solve some problems and provide convenience. If the company itself does not have such conditions, or even the configuration of the enterprise can not only help the consumers, but also hurt the consumers to some extent. The rights and interests of the company will have an impact on the entire strategic approach of “Chinese Home Furnishing Services into the Community”.

My suggestion is that when cooperating with big household brands, we should not blindly pursue interests. We should think more about what we can actually provide for consumers. I think if this is done, it will be natural for the win-win situation.

[Reporter]: In your opinion, what do domestic companies need to learn from the IKEA model? How is your company building its core competitiveness?

Zhang Jieqiang: The famous economist Lang Xianping said in the book “Models” that a company’s commercial profit model is more important than the product. I think it is very correct in today's social environment. why? The reason is very simple. The current industry products have reached the stage of extreme homogenization. The products of each company are almost the same, and when consumers avoid the risk of purchasing, in addition to the brand intuitive factors, more considerations are services. How to make consumers not worry about, IKEA in addition to its own brand advantage, to do this, it is worth our learning.

Fulin’s current core strengths are concentrated on “unique product value”, which is the only valuable “black gold teak” developed by Fulin. When we built her core competitiveness, we integrated the service into the business model. The black gold line teak is known as the price of the collectible floor. Therefore, we must protect the interests of our consumers and let consumers buy it with confidence. We promise that we can recover the original price after ten years, and provide our customers with services such as moving pavement for free. Our competitiveness is believed that many companies cannot do it.

[Reporter]: What kind of trend will you predict in 2012? What is the goal of your business in the coming year?

[Zhang Jieqiang]: I think that in terms of the current financial environment, there will not be much change in 2012. The uncertain economic situation will continue for some time, but this will not affect Fulin's pace of development.

Flint will further increase its investment in 2012, invest in the establishment of the “Fulin Forester House” on the national market, and create a household hall with a high-end floor as a polka-dot, tailored specifically for high-end customers including cloakrooms, cupboards, wardrobes, and walls. One-stop home services such as panels. This is also one of Fulin's major strategies for the next three to five years.

[Reporter]: SouFun.com's 2011 7th China Home Development Conference will be held in Beijing on December 2. Please send a message to our annual meeting.

【Zhang Jieqiang】: Hereby, I wish SouFun 7th China Home Development Annual Conference to be held successfully and create even more brilliant performance!

[Reporter]: Thank you very much for accepting our interview.