Jinyi Furniture Co., Ltd.
[Reporter]: Hey, hello! Since last year, the entire furniture industry has fallen into a state of collective depression, and this situation has become more serious this year. Is there any new marketing method or means for Jinyi in response to such a situation?
[åˆåˆš]: From the strategic point of view of the national market, we have unified the promotion of national stores through some means and methods, and concentrated the blasting terminals to replace the previous dealers’ single-handedly fighting situation; in fact, we usually say that "Integrated marketing." If we rely solely on the dealers below to promote ourselves, there will always be certain limitations if we fight alone. For example, media promotion fees may be higher, etc. If we have hundreds of specialty stores linked at the same time, we may get more Good results.
At this moment, product upgrades and brand upgrades are imminent. In the Sichuan furniture industry, many companies have begun to transform. As far as I know, no more than 8 companies in Sichuan have become brands, and we are one of them. We will also carry out a unified marketing promotion and unified advertising through various strategic upgrades, product upgrades, etc.; in a unified festival, concentrate all the forces to blast. Because the most important thing now is our terminal, serving our dealers.
[Reporter]: Is it actually sinking our marketing network?
[åˆåˆš]: Right! It is our peer-to-peer service. In the future, the dealer's service will become our focus: he will not have to spend too much time on it in the future, we can help the dealer to get everything from the decoration of the facade to the training of the guide, including the now very hot e-commerce, network marketing. .
[Reporter]: Are you very optimistic about this network marketing?
[åˆåˆš]: Actually, I think the most important thing in online marketing is the issue of integrity. The field of fast-moving consumer goods is better, because the value of clothes we usually buy is not high. If there are any quality problems, it doesn't matter. But like commodities like furniture and cars, it may be difficult to compare online products. Big. Just like Taobao doing e-commerce is very good, but the love bee wave that it started later finally ended in failure. So now many companies are trying e-commerce, but there are still very few real successes.
But you have to face it again. Because online shopping has become a model nowadays, basically TVs are rarely seen after 80s, and they all like to be on the Internet, so this is an important direction for the future development of our furniture companies.
[Reporter]: In your opinion, the most critical point that hinders the e-commerce of furniture enterprises is the issue of integrity, but in fact many furniture companies have headaches in logistics.
[åˆåˆš]: I think it is actually a matter of legal norms, and online sales must be honest. In fact, not only furniture companies, all enterprises will be like this; in fact, people who choose online shopping are cheaper, but also cheap and good; in fact, e-commerce still pays attention to its quality and service, so as long as our products can do the most Well, there is no problem in doing e-commerce. At the same time, our legal system needs to be sound, so as to protect the interests of consumers whose rights have been violated, and to help build a more standardized furniture e-commerce market. Although Taobao is doing very well now, if there is no mandatory norm, it will slowly fall.
[Reporter]: How to solve the problem in logistics and dealers?
[åˆåˆš]: If our company is doing e-commerce, we will definitely separate the product lines and specialize in producing a batch of products for online sales. This part of the product will take the low-end route of good quality and low price; the online shop will be dominated by the company. After the online order, the platform is directly used by the headquarters, and then distributed to the local specialty stores through the headquarters system. After receiving the order, our store will directly contact our consumers for active delivery. In terms of e-commerce, we do not charge any fees from the dealers, and the profits of the products he sends out are still obtained by himself.
[Reporter]: So, is there any plan for Jinyi’s upcoming Chengdu Furniture Fair?
[åˆåˆš]: And at this exhibition, we will also invite our CEO, brand spokesperson - Lu Yi , dealer representatives to officially launch our new "integrated marketing" approach. This is also the main line of our future development of the entire enterprise. For a long time, we will all stick to this route.
[Reporter]: Thank you!
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