Do a good floor based on the market

Background: Shanghai Shunyuan Wood Industry Co., Ltd. is a company specialized in the production and sale of wood flooring. The company now has a number of high-precision floor production lines, all computer numerical control of the large drying system, from raw materials to finished products, the implementation of internationalization, standardization, and professional production. Products are sold throughout the country and Europe and the United States, Southeast Asia and other countries, sales have always maintained the industry leading level. The company has now become a large modern enterprise integrating product development, manufacturing, and sales services.

Interview guests: Zhang Taoshun, general manager of Shanghai Shunyuan Wood Industry Co., Ltd.

Reporter: Can you tell us about the basic situation of your industry? How is the position of your industrial base in this industry??

Zhang Taoshun: Our industry is an industry segmented out of the entire building and building materials industry, so it is said to be a relatively weak industry. Because the industry is weak and vulnerable to other industries, the profitability of the industry will fluctuate. Using a saying that “there is a wind and a cold” to summarize the industry, I think it is appropriate. Take real estate, the country introduced stringent control measures, resulting in a sharp decline in the volume of the house and fewer people to buy a house. The demand for floorboards has dropped sharply, and our entire industry has slumped. Before we introduced the regulation and control policies on the floor of the Fuli home, the floor sales were very hot. There are more than 100 agents in the country, especially in Shanghai. This is the same. The industry is obvious to all, but this year, with the declining environment, although our sales volume is still relatively good compared with the industry, the strong sales momentum in the past has weakened. Regarding the location of the industry in which we are located, I think it should be “a trend indicator for the development of the entire industry.” This represents my personal point of view. It is the benevolent who sees it and the wise see the wisdom. My basis is very simple. Where is the new demand of the industry? The manufacturer, which is the core of the entire industry or a vane, is undoubtedly Shanghai in terms of fact.

Reporter: What are the specific characteristics of your industrial base compared to other regions?

Zhang Taoshun: When it comes to characteristics, first, from the perspective of the competitive environment, the Shanghai area can be considered as a hegemony for the hegemony. Flooring companies of all sizes, large and small building materials markets, and floor brands of all sizes are difficult to see. With the fierce competition in Shanghai, we have Shanghai Furi Flooring as a flooring company in Shanghai. We have 40 stores in Shanghai including Meikailong, Xiyingmen, Haoshijia, Jinsheng, Chengda, Longfeng and Yijiali. , deeply involved in competition with other brands, we survived, and we survived so well, thanks to the environment of this group of heroes and hegemony, always warned us to do a good job, so that consumers are satisfied, so that we can survive. Compared with the Shanghai industrial base, the competition environment in other places is relatively loose, and the industry is not so concentrated in Shanghai. The second point of view from the maturity of the industry, Shanghai's flooring companies, regardless of the maturity of the product or the maturity of the brand is more than 10% of other places, may be related to the environment, because Shanghai is a brand-oriented city, high consumer brand loyalty Take our Fulijia brand as an example. The brand is the goal that we have been persistently pursuing. We constantly improve the intrinsic value of our products, innovate our service concept, and for what is it? Isn't that the brand effect? ​​Fortunately, we are very successful. The brand is not only famous in Shanghai, but it is also known throughout the country as a genuine flooring brand. It will play a significant role in advancing Shanghai and even the country’s industrial base. There is still a certain gap between Shanghai and other places. Because the brand consciousness of consumers needs to be cultivated slowly, the environment needs to be created in order to eventually mature the industry. We hope that our industry colleagues will mature with us.

Reporter: What do you think about the relationship between the industrial base and the company?

Zhang Taoshun: What is the base? The base is an industrial cluster that reaches a certain scale before it is called an industrial base. I think it is a kind of symbiotic relationship first, followed by a reciprocal relationship. Let's look at the symbiotic relationship first, because of a strong market demand, investment The environment is good, attracting a large number of industrial enterprises to gather here, mutual competition, mutual exchange and development to a certain stage has become an industrial base. From the formation of the industrial base, I saw that without the formation of industrial bases, there was no industrial base formation. Without an industrial base, there is no aggregation of companies in the industry, which is a symbiotic relationship. Why is it the relationship between each other? Because the company's continuous development and expansion, and constantly gathering, gave birth to the formation of an industrial base, like today's Shanghai, Nanxun, Changzhou is the best example. At the same time, the overall advantages brought by the industrial base gave birth to the company's core competitive advantage, providing strong driving force for the rapid development of the company.

Reporter: As a winner of the honorable flooring industry, what do you think are the main areas of focus?

Zhang Taoshun: Honoring the fine floor is the result of our family's joint efforts. For me personally, I think we have done a good job in these areas. The first is the quality of products. The quality of products is a matter of life and death. Without product quality, everything is equal to zero or even negative value. We have made great efforts on products. From the selection of raw materials to the application of paints, we strictly control all processes. The slogan we proposed is better than never One hundred times, can not miss a piece of defective goods "The second is the problem of after-sales service, after-sales service for which business is a very distressing thing, difficult to do! difficult to make consumers satisfied, difficult to do for our rich home floor, We must also do our best. Only by satisfying the consumers one by one, can you win a reputation. Word of mouth is equivalent to life for those of us who are branding companies. We, Fu Li Jia, will not take life as a joke. The third is consumer recognition. The consumer is evaluating how a product is, how the brand is, and how the company has the right to speak. The recognition of consumers based on our products and our services is the core of our reputation for quality flooring. Power, so we want to thank the consumers, to come up with better flooring products to reward them.

Reporter: As a boutique flooring company, how do you understand honor and responsibility?

Zhang Taoshun: As a boutique flooring company, I feel heavy pressure. In fact, honor and responsibility is a relationship of giving and contributing. Today, our associations and our consumers have given me such a big honor, in addition to our rich family. The affirmation of the achievements of the floor is also an encouragement. I feel that it is more responsibility. The more you give to the Fuli family, the more the floor of the Fuli family will have to take on more responsibilities, because honor and responsibility complement each other, honor is a kind of Give, responsibility is a commitment. Here I would like to thank our consumers, our associations for giving us this honor, and at the same time, we will not be insulted. We will do our best to satisfy our customers with 100 points in the future. One point will not be enough to return consumers.

Reporter: How should we strengthen the construction of boutique floor brands?

Zhang Taoshun: In fact, how to strengthen the construction of boutique floor brands, I think more still lies in the company itself, because the company's situation is different, the stage is different, in the construction of boutique floor brands, the path selection is not the same. From the perspective of our Fuli home floor, how to strengthen the construction of quality flooring: First, a clear strategic goal, our goal is to "have a home, there is a splendid home"; Second, a clear brand positioning, we are based on Its own characteristics, the use of brand dual positioning, one yuan positioning: the leader of the new luxury, new life, binary positioning: a good floor for the public to save money; third, a clear brand communication channels, Fuli home floor does not invest huge amounts of advertising, select the public Word of mouth brand communication, because Fuli family has enough confidence; Fourth, there are refined brand operation methods and excellent brand operation team, Fuli home floor actively expand the brand talent team, the whole system applies the most advanced brand operation mechanism "franchise Mode" because Fulijia dares to innovate. For the entire industry, I can't put forward very good suggestions. I hope to witness through the series of efforts of the Fuli family to see how we can do it. Thank you!