Liu Hong, Vice President of Gujia Technology On September 9, the 15th China International Furniture Fair was held at the Shanghai New International Expo Center. The exhibition is divided into six major themes, including civil furniture, office furniture, home accessories, cabinet furniture, furniture production equipment and raw and auxiliary materials, aiming to create the best platform for domestic and foreign sales, showcase domestic and international first-class brands, and have opportunities in 2009. The era of coexistence with challenges creates new highlights and new opportunities for exhibitors and professional audiences. As the special media of the exhibition, Focus Home Network went to the exhibition to report on the spot and conducted on-site interviews with the exhibitors. [Moderator]: Netizens of Focus Home Network, Hello everyone! Now we are in the Gujia Craft Exhibition Hall of the 15th China International Furniture Fair. Mr. Liu Hong, the vice president of Gujia Craft, is sitting next to me. Will Liu always say hello to our netizens? [Liu Hong]: Hello friends, I am very happy to have such an opportunity to communicate with you. [Moderator]: Can Liu introduce us to the latest developments of our home crafts? [Liu Hong]: We talk about dynamics as the state in the middle of the movement. In terms of Gujia craftsmanship, the most recent application is to participate in the exhibition, because we just finished the famous furniture exhibition in Dongguan on September 8th, and now participate in the 15th China International Furniture Fair in Shanghai, so the exhibition is at the current stage. Very important to our furniture company. Because we have many channels to expand the program at this exhibition, there will be many overseas marketing plans, and many overseas buyers can be reached. Therefore, such an exhibition is very important for the entire development plan of the company in the second half of the year and early next year. [Moderator]: You just mentioned that we have been attending the exhibition in the recent stage. So, do you feel that there are different places between the exhibitions we participated in? [Liu Hong]: The exhibitions have their own characteristics and each has its own characteristics. In terms of the famous furniture exhibition in Dongguan, it is the first in the field of electric shock in China. Therefore, it has already produced a very good reputation in the world. In addition, Guangdong has many supporting enterprises for furniture, so it is a super-large furniture exhibition. . In addition, Guangdong Furniture Fair has paid more attention to furniture manufacturers from all over the country. So we have two sets of strategies there, one is for overseas marketing, the other is for domestic channel expansion, and can accomplish both tasks. But we are in Shanghai, because Shanghai is mainly an international furniture exhibition, mainly for overseas buyers. Their long-term registration may exceed more than 10,000 quality overseas buyers, so we mainly focus on the expansion and development of overseas markets. . However, for the exhibition, there may be some doubts. It is said that the economic crisis, the international environment is not very good, is it worthwhile to participate in such an exhibition? In fact, the host can look at the vast number of netizens. According to the booth of Gujia Craft, we have 2,400 square meters in Shanghai today. We also have nearly 3,000 square meters in Dongguan. The situation on the spot today should be crowded, foreign buyers. Foreign friends gathered together. This piece is very strange to many people. It is said that there is still confidence and courage to do so much. I think this is what the majority of netizens want to know. Because for us, what we have to do is a century-old brand. In fact, fluctuations in one year, two years, or even three to five years are normal. Only those who do speculative business, when they encounter a little obstacle today, feel that the sky has collapsed. I think that is not a long-term preparation. Therefore, when we accept interviews from many media, we all have a theory: I want to say that the economic crisis has nothing to do with us. why do you say so? Because we set our development direction ten years ago: "Two hands, two hands hard", one-handedly grasp the construction of sales channels in the domestic market, one hand is to grasp international trade. So the result of this persistence is that we have a total of 1,000 stores nationwide. We have 186 countries and regions in the world, and overseas buyers are working with us. So when the economic crisis comes, people say don’t All the eggs are placed in one basket, we just didn't do it. All our customers are distributed all over the world, so the hardest hit by the economic crisis has not affected us much. Of course, the second topic is to say that the economic crisis has something to do with us, because now is the global economic integration, no one can escape this wave, so here we also feel some obvious changes, the first is that we are in the whole sale. Dynamically, from the original foreign trade accounted for 60%, domestic sales accounted for 40%, in 2009 to 60% of domestic sales, international trade accounted for 40%, indeed there is a certain decline in sales, but I think this is normal. Because of such a big economic crisis, it is impossible for a company to be independent. But for us, we cherish such a crisis instead. At this time, everyone can calm down and strengthen their cultivation of their internal strength. Therefore, in our homepage in 2009, one is to take advantage of internal savings and digging production management, and to benefit from management. Second, there is time to organize everyone to train. We have organized more than a dozen large-scale trainings so far. Many important sales backbones, business elites, and management cadres have received a lot of training, so this pair Our ability to manage is very useful. The second is the domestic market, because the Chinese market has always been very internationally optimistic, the world's largest market, we have no reason to give up their own market, so we have almost 1,000 stores nationwide. We made a comparison, this year's sales with the same period last year, but this year's growth of 35%, so this is also the performance of our Chinese economy with strong potential and strong stamina. Through some government efforts, the economy is indeed showing signs of recovery. [Moderator]: When we are selling two pieces inside and outside, what are the key points in furniture design? [Liu Hong]: In terms of furniture design of Gujia Craft, we have always insisted on "four transformations". One is international, because we have an international team of sofa designers, so the sofa we designed is not specifically for China or foreign countries. We are creating an international home atmosphere and developing towards this aspect. The second is fashion, because everyone is now pursuing style, pursuing change, and pursuing matching. Therefore, the sofa is an important piece of furniture in the home. In addition to the practical functions, there are many fashionable elements in it, so we also pursue this fashion. The third is the rejuvenation of our products. We say that the people nowadays are the younger and the younger. Our main customers are 25 to 55 years old. They are more vital and their needs are very strong. So the products we made are full of energy. The fourth is leisure, everyone is so busy, every day traffic is so congested, we hope that everyone will return home, through the use of our products, through the use of our brand, you can feel the warmth, comfort and leisure of the family. Therefore, our "four transformations" fully implement all our domestic and international product designs. Therefore, every time we launch new products at the show, we will be praised by the audience and buyers. [Moderator]: In the furniture industry in China, the imitation phenomenon is still quite serious. So in the same kind of products, what do you think is the biggest competitiveness of Gujia Craft? [Liu Hong]: In terms of furniture, because imitation has always existed, Gujia craft has always been the object of imitation. But for us, it is not realistic for you to completely eradicate and eliminate it. We also hope that companies can lead the industry forward. This is a good thing. Therefore, since 2007, due to the efforts of the company itself and the majority of sofa companies, the China Furniture Association established the China Sofa Professional Committee for the first time. Gujia Craft was elected as the first presidential unit of the founding team. We also organized many international sofas. The seminar is also to hope that colleagues can make progress together. Because many foreigners say that China is a big country in the manufacture of sofas, there may not be much independent intellectual property rights. Therefore, we hope that through the efforts of our family, we can drive the development of the entire industry, reverse this impression, and let foreigners think that China is actually a furniture. The big country created, not just a manufacturing country, we also have our own intellectual property rights. Therefore, Gujia Craft has more than 350 models of sofa appearance patents, which is relatively rare in China. This is also our leading performance. Our competition with other competitors is not as cruel as the outside world, so ruthless. We hope that only one brand prosperity in an industry is not a normal phenomenon. It is necessary for many brands to grow together to achieve a mature market. Therefore, the brand that Gujia Craft has been doing is mainly to be close to the consumer, not through a large amount of advertising investment, or to ask the image spokesperson to do it. We are more close to the distance between consumers and consumers. Marketing, feel our products, feel our services, and feel the power of our brand. [Moderator]: The phenomenon of cross-border operation in the furniture industry in the near stage is also very popular. I don’t know how the Gujia process views this phenomenon. [Liu Hong]: We talk about cross-border and the topic that the fashion industry is more enthusiastic about recently. But cross-border is more about the nature of playing tickets. There are also many people playing a lot of effects in the middle, but there are very few people who insist on it. Since it is cross-border, the boundaries are always changing over time. In our case, we still develop our professionalism. Our slogan is to be a master in key areas. We have to be a world-class sofa expert in the sofa field. This is our unremitting pursuit. Of course, in order to meet some of the needs of consumers, some people bought our products. It is also very troublesome to have a dining table and a coffee table. So we also launched this series of things and turned into a combination of guest restaurant products. We are now also The introduction of some TV cabinets, coffee tables and dining tables and chairs in guest restaurants, that kind of thing is the overall solution for the introduction of the living room, that is, let our consumers buy our goods, you can enjoy extended, broader service. [Moderator]: Can you finally ask us to predict the development trend of the whole sofa or furniture industry in the second half or 2010? [Liu Hong]: This year, according to a national statistical data, Chinese furniture companies are actually showing a growing trend. Growth should be around 22%. We have grown 27% in furniture manufacturing and sales in Zhejiang Province. It is 5-7 percentage points better than the whole of China. I personally are full of an optimistic attitude in this regard. No matter how fierce the economic crisis is, especially when people encounter natural disasters and economic crises, they will feel the power of home more deeply. Therefore, we hope that everyone can embrace each other on our sofas and work together to care for the family. Use the power of the family to survive this crisis. [Moderator]: Thank you, Mr. Liu! [Liu Hong]: Thank you!
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