With the development of society, the home space has become an increasingly important communication and communication place from the initial "chaos" state, and each space is not only a material carrier, but also a symbol of culture; In the development of China's furniture industry for more than 30 years, we have also seen a history of changes in home culture... On the occasion of the spring furniture fair in March 2014, the Mission was fully attacked; the focus of attention was on home culture, Xiaojianda, through a multi-dimensional perspective to interpret the development of Chinese furniture, comprehensively showcase Chinese home culture. [Time]: March 18, 2014 [Guest]: Assistant Chairman of the Board of Directors of the Federal Group, Zhong Haizhou [] Zhong Zong, hello! Thank you for accepting our interview! Can you tell us something about the federal exhibition in March this year? [Zhong Haizhou] At this exhibition, we still mainly reflect the overall corporate image of the group, including the category, the structure of the brand, etc., so this time we are also exhibiting in the whole category. In addition to our current civil museum, we also have a sofa hall dedicated to export, and then a carpet hall, etc.; our main exhibition area mainly displays four professional categories of brands, in addition to the federal wooden furniture, and then Going in is our Mini sofa, our dream mattress and soft bed, next to this is our high wall cabinet, etc., so we are still the overall image of a company, the total brand structure and the whole category to exhibit Then, every product of its category will have some upgrades or improvements or new additions. Of course, some of the improved areas are larger, some supplements will be a little more, and some may be less. We do not advocate a one-time large-scale subversion. We are adopting a gradual approach, which is a rolling product development and continuous improvement. The reason why we have all kinds of exhibits, mainly said that we insist on one: the federation is not blindly pursuing the more complete, the better, but while doing the whole, each piece can be professionalized. For example, the professional categories of all our participating brands have been continuously strengthened around their core positioning and value proposition. For example, our wooden furniture, we have to strengthen the image of our solid wood furniture leader; for example, our Mini sofa, how can we strengthen the image of our environmentally friendly sofa life advocates, we have been mentioning many years; and our bed The mat is aimed at the gaps in the market category, and has been proposed since last year, "the pioneer of comfortable hard mattresses." Therefore, each of our categories, every professional sub-brand, its brand proposition, its unique appeal and value proposition, we must speak through our repeated products and operating systems. What is the ultimate goal? It is to synthesize them into a whole, to highlight the comprehensive strength of a big federal brand, to show that the federation can continue to maintain sustainable development. [ 】 Every time the federation feels like a cultural brand, because it has a very deep cultural heritage, now many companies are also promoting culture, promoting cultural communication, cultural marketing, how do you view this Kind of marketing model? [Zhong Haizhou] The current marketing can be said to be relatively impetuous, so there is a false culture in the real culture, and it seems to be very cultural, but when we look for real value and core through its "cultural" shell, We often can't find it, or we can't find it. It depends on the consumers themselves. We say that we want to do cultural marketing. This is definitely a way. Because of China's 5,000 years of profound culture, every field can find the elements of our home life, or the research and development of home products. But we say that a company has no culture, or whether the products made by this company have culture. It is not a one or two slogan of empty culture. Because of the accumulation of culture, it is a long-term precipitation process. It takes time and time to temper. Polished. It is very important that one of your company's systems can not be strung together, and it is consistent with your cultural proposition; it is not that you are talking about one here, and that you are actually doing another one; for example, your product Advocating humanity and advocating ecological protection; but when you really do, you don't pay attention to environmental protection, don't pay attention to conservation, and don't pay attention to ecological friendliness. In fact, what you said is completely inconsistent with the work done, and the system is The system you are doing can't be matched. What you really do is definitely not a cultural product. The marketing you do can't be said to be a true cultural marketing. [ 】 I remember the last time I went to the Federal Exhibition Hall, I saw a video, that is, our artists or other professionals in the field talked about the federal products, which left a particularly deep impression on me; this year the Federation still has no such Cultural cross-border cooperation? [Zhong Haizhou] Yes. After a while, you can check out the main hall of our main hall, which is the corridor on the right hand side of the main entrance. It is the first popular rattan chair since 1984, and we will have a single veneer combined with a veneer in 2014. It is the best-selling of the federal era, with my own understanding of "the federal singles that have been popular in those years", or an integration of the federal furniture that we have pursued from the consumer perspective; Among them are the federal chairs; they are placed in our corridors, just like the corridors of time. Then we have LED screens on the wall, and we are constantly playing 30 well-known people in the industry. There are industry, enterprise, association, and research institutes. They are the most profound in the past 30 years. What is the impression. I think this kind of cultural communication can really resonate with consumers, and it can cause consumers to interact with the company. He will be willing to share with his friends, just like the WeChat circle of friends, just like your Weibo fans. Like the review, this is a very happy thing for the company. But to achieve this state of happiness, you must open your mind and open your window. So let's take these films. The videos you just mentioned are good. We are not saying that in order to find some people, the federal good words, but to their own true heart, what the federal wants to say, or objectively judge the federal . Through these videos, to show how a company is doing, we can get the respect of the peers, and then we can get the recognition of consumers. In this way, we are not alone in the interests of the company itself, but emphasize that we must Promoting the industry to pay attention to this matter, or the things mentioned in this batch of "big names in the industry" is actually something that many of our companies lack and must do together. 〠】: Thank you, Zhong Zong!
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