Wang Fu, President of Brand Marketing Center, Marketing Department, Zhejiang Lihao Holding Group Co., Ltd. On September 14, the 17th China International Furniture Fair, one of the world's three major furniture fairs, opened at the Shanghai New International Expo Center. As an important stage for Chinese furniture companies to go global, this year's exhibition area has doubled to 600,000 square meters, and at the Pudong New International Expo Center (civil furniture, office furniture, home accessories, cabinets/closets), Shanghai World Expo Exhibition The pavilion (original auxiliary materials and production equipment) and Jisheng Weibang International Furniture Village (the 17th National Furniture Fair) were held simultaneously, and the number of exhibitors increased to 2,600. For the first time, “home design†was proposed as a separate proposition. At the same time, with the platform of “Shanghai Tourism Festival†and “International Furniture Exhibitionâ€, the design of “Shanghai Design Week†was used to promote Chinese design to domestic and foreign markets. Going to the scene for a full report - Interviewee: Wang Lihua, president of the brand marketing center of Zhejiang Lihao Holding Group Co., Ltd., is more obvious about the polarization of furniture. [Reporter]: Thank you very much for accepting our interview. I heard that you are from South China came to East China. I don’t know what you think of the East China Home Furnishing Industry. [Guest]: It is not too accidental to come to East China from South China. In fact, in South China, it was also working in several first-tier furniture companies in China, so I also paid attention to some furniture enterprises in East China. It should be said that the characteristics of enterprises in East China are relatively clear. The number of enterprises like Guangdong is very large, and all the flowers are always in pursuit of brand. However, the phenomenon of polarization between enterprises in Jiangsu and Zhejiang is more serious. One is a purely business enterprise. Of course, it is better to be a champion-type enterprise. For example, Lihao used to be the world chair king and is the champion of export. It is not too early to start the sofa software by Gujia Craft. After so many years of development, it has become the champion enterprise. Needless to say, Red Star and Yuexing are the kings of the circulation industry, and Shengao is the champion of office furniture. Every year, Red is the champion of Redwood. I found that the enterprises in East China either did not do it or did a good job. I came to Lihao because it has the potential of a champion, and there is a sense that it really has such a brand. I think that if such a company can continue to develop for a long time, it should be made in the industry. For the champion company, I have confidence in this. Doing a billion-year enterprise for a hundred years [Reporter]: What kind of plans does Lihao have in terms of brand strategy? [Guest]: In the first year of Lihao's domestic start, I specially invited professional consulting companies and market research companies to make a full-scale plan for us. The slogan “One hundred years of enterprise for one hundred yearsâ€, I think This person can have this starting point, indicating that his heart is very broad, his vision is strategic and long-term planning. He is not a pure businessman, he is a marketer with a true international vision brand, and I am able to One of the reasons for joining Lihao. Secondly, the company of Lihao should have a certain foundation through the three-year domestic transformation, especially this exhibition, combined with our five-year development plan, although our transformation started well in the development stage, three years. I have done more than 300 specialty stores. With a certain brand foundation, I also asked Chen Daoming to be our spokesperson. But this is only a foundation. The real brand is not driven by the spokesperson. You can know it by spokesperson, but the real brand. The connotation is that the enterprise needs to do the main thing. Therefore, we specially invited French designers and Italian craftsmen to tailor some products that we will be able to serve dealers and consumers for a long time. We hope to give consumers and a long-term market. The development of the brand image, rather than a day to change, a trade show for a change. Audi in the furniture brand shows low-key luxury [Reporter]: Just now, Mr. Wang also said that Li Hao has the potential to win the championship. At present, there are many sofa companies with champions in Jiangsu and Zhejiang. What characteristics does Lihao have to win in the competition? [Guest]: Let's just say, as you mentioned earlier, the market competition faced by Lihao is not the simplest competition. I think we have a unique perspective, such as market positioning. Our company has its own unique brand imprint. In addition, we have our own leather factory on the raw materials. We can use the best leather to create the most textured products. In addition, we have French designers who can design some of the most fashionable and classic products in the world. . At the same time, we have Italian craftsmen, for the details, from the bits and pieces of casting the brand's unique connotation, because this company is really not doing small business, we are doing the big business of the brand. Therefore, we will spare no effort to provide consumers with genuine and affordable products, so that consumers can buy international first-class brands and quality products from home. [Reporter]: So is our Lihao positioning a sofa company that can create the best value for money? [Guest]: I have such a metaphor. There are four brands in the automotive industry: Mercedes-Benz, BMW, Audi, and Volkswagen. This is a high-quality enterprise product that we all recognize. I gave us Lihao's position as "Audi". With the quality of Germany and the low-key luxury of France, we will build the entire Lihao products. We also hope to have the opportunity to become a brand-name product with international quality in the Chinese furniture industry. [Reporter]: Ok, thank you.
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