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At the age of 29, he became the director of Huahe Furniture Factory by virtue of his extraordinary talents and enthusiasm. Under his leadership, Huahe Furniture began to move from Qiqihar to all China and to the world. This person is Wu Xuesong, chairman of Huahe Group.
In fact, on many occasions, I have seen General Wu, but it is the first time such close contact. I changed my serious appearance and talked with reporters with a smile. For furniture and wooden doors, Mr. Wu revealed an indescribable love, and Huahe was devoted to all his efforts.
Some people say that the character of the company's palm rest determines the direction of the company's development. It is Wu’s wisdom, persistence and seriousness that made Huahe Group have achieved today’s results. With the sensitivity to the market, the tentacles extend from the furniture field to the wooden doors, wardrobes, cabinets, doors and windows, etc. With excellent leadership, the home improvement is the breakthrough, effectively driving the market sales of Huahe products... all kinds of actions, leading Huahe went to China and went to the world.
How did he make the Huahe Group bigger and stronger? In the face of market dilemma, what kind of response measures are made? How will we plan for the future of Huahe? On the occasion of visiting the factory, the reporter interviewed Wu Xuesong.
[Time]: August 17, 2011 [Guest]: Wu Xuesong, Chairman of Huahe Group [Reporter]: Wu Yangsong, Chairman of Li Yangjing Huahe Group, from the perspective of market development, Huahe will play the next stage of integration. 】: Huahe is involved in wooden doors, furniture, cabinets and wardrobes. The biggest one is that the wooden door factory has more than 150,000 square meters. Does this mean that the future development of Huahe is in the field of wooden doors?
[Wu Xuesong]: Huahe's main products are furniture and wooden doors. Huahe Furniture ranks third to fourth in the national solid wood furniture, and Huahe Wooden Door ranks first in terms of comprehensive strength in the national wooden door. From the perspective of product design, it was jointly developed by Italian, German, French, Japanese contract designers and designers owned by Huahe itself. Huahemumen launched Caesaruo in China, and many companies copied it. Huahe also filed an intellectual property rights defense in court last year. Wooden doors: Caesaruo is the highest grade, the highest price, and the best workmanship in China. The main target consumers are high-end commercial housing and villa users. Rongting is facing the mid-range consumer group, Milan. Na is facing young and middle-aged white-collar workers. In recent years, Huahe has invested relatively large in the door, followed by solid wood cabinets. Huahe cabinets produce cabinet doors at the Qiqihar plant and produce cabinets at the Beijing plant, mainly for the US and Canada markets. Huahe Wooden Door is mainly exported to Japan and Europe. Huahe Wooden Door has developed rapidly in recent years, both domestically and internationally. The cabinets are not for domestic sales, mainly through large groups and project hardcover projects, but relatively few in retail. The time when the newly launched wardrobes are officially introduced to the market is not long, but the product itself has been a long time. It is only nine and a half years old with Japanese doors and wardrobes. These are the general product architecture of our cranes.
As for the door, as one of Huahe's flagship products, it is very competitive in the market, stronger than furniture, and relatively high in popularity. It cannot be said that it is the future development direction of Huahe, but it is an important development direction, the next step is new. The investment in the factory will exceed 350 million, and the entire production line of the new plant will account for 70-80%, and about 25% of the investment will be placed on the wooden window. Nowadays, the connection between the window and the door is very close, especially the demand for some high-end residential windows is getting bigger and bigger. Besides the developers, we are also very optimistic about the window market. There are more than 30,000 manufacturers in China, and there are more than 3,000 large-scale production enterprises with an output value of more than 5 million, of which less than 100 are small, and only about 10 are large enough. Huahe will be in the wooden window. Invest about 50 million. Doors, wardrobe wooden windows and cabinets can be integrated into the platform. From the perspective of the next market development, Huahe wants to integrate cards. After Huahe's new production line is put into production, in addition to the powerful wooden doors, there are cabinets, windows, wardrobes, etc., which is unique in the same industry in the country. In the long run, it is the advantage of Huahe's differentiated competition. This new production line will be the only one in Asia, with a high degree of automation and advanced equipment. It costs 160 million only when equipment is introduced.
[Reporter]: The equipment alone is 1.6 billion yuan, and the factory building is more than 350 million. This is a big pressure for the manufacturers. What plans does Huahe have in terms of capital investment and construction of the delivery room? With such a large amount of capital investment, what kind of feedback does Huahe expect to achieve?
[Wu Xuesong]: The investment has been divided into two phases. The first phase has already been completed. Now it has started to invest in the second phase. It is planned to reach normal production before June next year. The first phase of investment is 1.8-200 million.
In the development of the enterprise and the consideration of differentiated competition, Huahe Wardrobe was launched. [Reporter]: At the beginning of this year, the Huahe Wardrobe was launched. What kind of considerations do we introduce this new category? Nowadays, there are already many companies that have made wardrobes in the market, and some of them have already been listed. What are the expectations of Wu’s wardrobe market and what kind of positioning is it intended to be?
[Wu Xuesong]: Many domestic companies that are doing furniture are on the closet, including those who are not in this industry. We have introduced these considerations in the wardrobe: one is that we have been cooperating with foreign countries, including we have been working on a fixed wardrobe in China, but we have not taken it out for a brand promotion. Now that we think the time is right, it is time to bring it to the market as an independent sub-brand, which is necessary for our Huahe brand's sustainable development and profitability. Another is that the domestic developer housing structure has an inlaid wardrobe design, which will inevitably lead to a decline in the sales of our movable wardrobes. By launching such a category, not only can we make up for the decline in our movable wardrobe, but also pull Sales of our other products. There is also the consideration of the furniture industry, saying that "the wardrobe is the last barrel of the industry", is it not that I do not specifically comment, but everyone feels that as the market develops, it is necessary to consider the development with the times. The wardrobe was launched as an independent sub-brand. The last one is due to the development of the enterprise and the consideration of differentiated competition. We have to integrate the cards, which is also an advantage that other families do not have.
From brand to famous brand, it needs to be built step by step. [Reporter]: In terms of brand building, Huahe does not say much as Wu said, but in fact, some domestic history is not as good as Huahe’s brand, but it is consumed a lot. Recognized as a national brand, and Huahe’s audience visibility is not as good as these brands, so I would like to ask Wu Zonghua’s brand construction, and continue to continue this stable and stable way. What breakthrough construction plan?
[Wu Xuesong]: I invite everyone to come here to make a breakthrough improvement in brand building. Some young brands in China do a good job and they are doing well. I also agree that we should They are learning this piece of internet marketing. Wooden doors and homes have national brands as well as regional brands and local brands. In the past, Huahe had wooden doors and furniture to obtain Chinese brand-name China inspection-free products. Now it has been recognized as a well-known trademark, and it can be regarded as a national brand. However, we feel that there is still a certain distance from the real brand name recognized by consumers. The national exemption and national well-known trademarks can only prove that they are brands, but this brand has more aura support than other brands on other business cards. But whether it is recognized by the majority of consumers, this is the real problem, we feel that from brand to brand name, we need a process of further building. Huahe will further develop its quality and taste, and finally realize the brand's reputation and be recognized by consumers as a real brand.
The influence of Huahe Wooden Door is greater than that of Huahe Furniture [Reporter]: Wu Zonggang also said that Huahe was built in 1956. It was originally developed as furniture, and later developed the wooden door, but When many consumers mention Huahe, they will think that Huahe is a wooden door. What do you think about this phenomenon? Have you thought about this problem?
[Wu Xuesong]: I haven’t studied this problem too much. The influence of the door is bigger than the furniture. This is indeed true. The sales network and promotion of wooden doors are more invested than furniture, and consumers' understanding of the door is more objective than furniture. You all see that the furniture factory in our North Factory is really not very good. We didn't want to invest in it. We don't want to say that we don't want to invest in furniture. We want to move in the next step. The factory of the door will be moved to the new factory. We will move to the factory of the door. At that time, we will add some new investment. In less than 2 years, we will build a brand new factory in our furniture factory.
Do not rely on Huahe home improvement to make money only through it to promote the sales of Huahe products [Reporter]: There is such a trend in the large decoration companies across the country, the decoration company uses a lot of their own decoration construction channels to integrate the manufacturing up, of course, the way Not the same, some are working with building materials and furniture companies, some are doing their own factories, and some are mutual financing. When I visited Huahe’s store, we also saw that Huahe had its own decoration company. Was it that Huahe was doing a road backwards with the home improvement company, using its own production to impact the home improvement market, using decoration Our products are brought to the consumer?
[Wu Xuesong]: You only see Qiqihar in the home improvement company, because this is at your doorstep, there is an attempt to make a decoration, and the effect is not bad. However, we do not rely on home improvement to make money, but through the home decoration to pull the sales of Huahe furniture, wooden doors, wardrobe products, which is in the Qiqihar market. In the field market, we will not open a home improvement company everywhere. We hope that from the perspective of integrating resources, the theme of development in the 21st century is to integrate home decoration. It is not necessary to do home decoration in all cities. We can reputable with local brands. Home improvement companies go to strategic cooperation to increase Huahe's market share.
Ten years of industry reshuffle: stronger and weaker may launch the stage of history [Reporter]: Several types of products derived from Huahe are currently relatively high in China, but what I know is these products. In the Red Sea region, which is in the industry, the competition is actually very fierce. But when every industry is chaotic from the beginning to the subsequent monopoly, does Huahe have considered this development status? ?
[Wu Xuesong]: For many years, our cranes have been constantly improving and improving. From the perspective of long-term development, we have to integrate these brands to form a differentiated competition with the same industry.
[Reporter]: Then, how long does it take you to make the furniture or wooden door market reach a whole brand in this industry?
[Wu Xuesong]: Time should not be too long. This is also a law in both domestic and overseas. Personally think that about 10 years. In China, which products are sold well, but the market-oriented operation is sure to follow the law of survival of the fittest. There are less than 100 large-scale enterprises that make wooden doors throughout Europe, which is in sharp contrast with China’s more than 30,000. . With the development of the market and the continuous improvement and improvement of enterprises, some enterprises will continue to develop groups that will not attack regional brands and occupy regional brands. Regional brands will also adjust their own markets, and they will go to local brands. Capture. In the 8 to 10 years, the top 20 companies in the country may continue to develop, otherwise it will be very difficult. In the 8-10 years, some national brands will further develop and occupy a larger market share, and some will decline; some regional brands will also enter the ranks of national brands. There are also such laws in foreign countries. The top ten in foreign countries may have the possibility and space for sustainable development. In China, because of the large market space, it is possible to be at least in the top 20. The reshuffle of the market, including the financial crisis in the first two years of China’s macroeconomic regulation and control, also has the problem of reshuffle in this industry. The next step is to stabilize the overall macroeconomic regulation and control of the country. This overall situation has already been set.
In fact, on many occasions, I have seen General Wu, but it is the first time such close contact. I changed my serious appearance and talked with reporters with a smile. For furniture and wooden doors, Mr. Wu revealed an indescribable love, and Huahe was devoted to all his efforts.
Some people say that the character of the company's palm rest determines the direction of the company's development. It is Wu’s wisdom, persistence and seriousness that made Huahe Group have achieved today’s results. With the sensitivity to the market, the tentacles extend from the furniture field to the wooden doors, wardrobes, cabinets, doors and windows, etc. With excellent leadership, the home improvement is the breakthrough, effectively driving the market sales of Huahe products... all kinds of actions, leading Huahe went to China and went to the world.
How did he make the Huahe Group bigger and stronger? In the face of market dilemma, what kind of response measures are made? How will we plan for the future of Huahe? On the occasion of visiting the factory, the reporter interviewed Wu Xuesong.
[Time]: August 17, 2011 [Guest]: Wu Xuesong, Chairman of Huahe Group [Reporter]: Wu Yangsong, Chairman of Li Yangjing Huahe Group, from the perspective of market development, Huahe will play the next stage of integration. 】: Huahe is involved in wooden doors, furniture, cabinets and wardrobes. The biggest one is that the wooden door factory has more than 150,000 square meters. Does this mean that the future development of Huahe is in the field of wooden doors?
[Wu Xuesong]: Huahe's main products are furniture and wooden doors. Huahe Furniture ranks third to fourth in the national solid wood furniture, and Huahe Wooden Door ranks first in terms of comprehensive strength in the national wooden door. From the perspective of product design, it was jointly developed by Italian, German, French, Japanese contract designers and designers owned by Huahe itself. Huahemumen launched Caesaruo in China, and many companies copied it. Huahe also filed an intellectual property rights defense in court last year. Wooden doors: Caesaruo is the highest grade, the highest price, and the best workmanship in China. The main target consumers are high-end commercial housing and villa users. Rongting is facing the mid-range consumer group, Milan. Na is facing young and middle-aged white-collar workers. In recent years, Huahe has invested relatively large in the door, followed by solid wood cabinets. Huahe cabinets produce cabinet doors at the Qiqihar plant and produce cabinets at the Beijing plant, mainly for the US and Canada markets. Huahe Wooden Door is mainly exported to Japan and Europe. Huahe Wooden Door has developed rapidly in recent years, both domestically and internationally. The cabinets are not for domestic sales, mainly through large groups and project hardcover projects, but relatively few in retail. The time when the newly launched wardrobes are officially introduced to the market is not long, but the product itself has been a long time. It is only nine and a half years old with Japanese doors and wardrobes. These are the general product architecture of our cranes.
As for the door, as one of Huahe's flagship products, it is very competitive in the market, stronger than furniture, and relatively high in popularity. It cannot be said that it is the future development direction of Huahe, but it is an important development direction, the next step is new. The investment in the factory will exceed 350 million, and the entire production line of the new plant will account for 70-80%, and about 25% of the investment will be placed on the wooden window. Nowadays, the connection between the window and the door is very close, especially the demand for some high-end residential windows is getting bigger and bigger. Besides the developers, we are also very optimistic about the window market. There are more than 30,000 manufacturers in China, and there are more than 3,000 large-scale production enterprises with an output value of more than 5 million, of which less than 100 are small, and only about 10 are large enough. Huahe will be in the wooden window. Invest about 50 million. Doors, wardrobe wooden windows and cabinets can be integrated into the platform. From the perspective of the next market development, Huahe wants to integrate cards. After Huahe's new production line is put into production, in addition to the powerful wooden doors, there are cabinets, windows, wardrobes, etc., which is unique in the same industry in the country. In the long run, it is the advantage of Huahe's differentiated competition. This new production line will be the only one in Asia, with a high degree of automation and advanced equipment. It costs 160 million only when equipment is introduced.
[Reporter]: The equipment alone is 1.6 billion yuan, and the factory building is more than 350 million. This is a big pressure for the manufacturers. What plans does Huahe have in terms of capital investment and construction of the delivery room? With such a large amount of capital investment, what kind of feedback does Huahe expect to achieve?
[Wu Xuesong]: The investment has been divided into two phases. The first phase has already been completed. Now it has started to invest in the second phase. It is planned to reach normal production before June next year. The first phase of investment is 1.8-200 million.
In the development of the enterprise and the consideration of differentiated competition, Huahe Wardrobe was launched. [Reporter]: At the beginning of this year, the Huahe Wardrobe was launched. What kind of considerations do we introduce this new category? Nowadays, there are already many companies that have made wardrobes in the market, and some of them have already been listed. What are the expectations of Wu’s wardrobe market and what kind of positioning is it intended to be?
[Wu Xuesong]: Many domestic companies that are doing furniture are on the closet, including those who are not in this industry. We have introduced these considerations in the wardrobe: one is that we have been cooperating with foreign countries, including we have been working on a fixed wardrobe in China, but we have not taken it out for a brand promotion. Now that we think the time is right, it is time to bring it to the market as an independent sub-brand, which is necessary for our Huahe brand's sustainable development and profitability. Another is that the domestic developer housing structure has an inlaid wardrobe design, which will inevitably lead to a decline in the sales of our movable wardrobes. By launching such a category, not only can we make up for the decline in our movable wardrobe, but also pull Sales of our other products. There is also the consideration of the furniture industry, saying that "the wardrobe is the last barrel of the industry", is it not that I do not specifically comment, but everyone feels that as the market develops, it is necessary to consider the development with the times. The wardrobe was launched as an independent sub-brand. The last one is due to the development of the enterprise and the consideration of differentiated competition. We have to integrate the cards, which is also an advantage that other families do not have.
From brand to famous brand, it needs to be built step by step. [Reporter]: In terms of brand building, Huahe does not say much as Wu said, but in fact, some domestic history is not as good as Huahe’s brand, but it is consumed a lot. Recognized as a national brand, and Huahe’s audience visibility is not as good as these brands, so I would like to ask Wu Zonghua’s brand construction, and continue to continue this stable and stable way. What breakthrough construction plan?
[Wu Xuesong]: I invite everyone to come here to make a breakthrough improvement in brand building. Some young brands in China do a good job and they are doing well. I also agree that we should They are learning this piece of internet marketing. Wooden doors and homes have national brands as well as regional brands and local brands. In the past, Huahe had wooden doors and furniture to obtain Chinese brand-name China inspection-free products. Now it has been recognized as a well-known trademark, and it can be regarded as a national brand. However, we feel that there is still a certain distance from the real brand name recognized by consumers. The national exemption and national well-known trademarks can only prove that they are brands, but this brand has more aura support than other brands on other business cards. But whether it is recognized by the majority of consumers, this is the real problem, we feel that from brand to brand name, we need a process of further building. Huahe will further develop its quality and taste, and finally realize the brand's reputation and be recognized by consumers as a real brand.
The influence of Huahe Wooden Door is greater than that of Huahe Furniture [Reporter]: Wu Zonggang also said that Huahe was built in 1956. It was originally developed as furniture, and later developed the wooden door, but When many consumers mention Huahe, they will think that Huahe is a wooden door. What do you think about this phenomenon? Have you thought about this problem?
[Wu Xuesong]: I haven’t studied this problem too much. The influence of the door is bigger than the furniture. This is indeed true. The sales network and promotion of wooden doors are more invested than furniture, and consumers' understanding of the door is more objective than furniture. You all see that the furniture factory in our North Factory is really not very good. We didn't want to invest in it. We don't want to say that we don't want to invest in furniture. We want to move in the next step. The factory of the door will be moved to the new factory. We will move to the factory of the door. At that time, we will add some new investment. In less than 2 years, we will build a brand new factory in our furniture factory.
Do not rely on Huahe home improvement to make money only through it to promote the sales of Huahe products [Reporter]: There is such a trend in the large decoration companies across the country, the decoration company uses a lot of their own decoration construction channels to integrate the manufacturing up, of course, the way Not the same, some are working with building materials and furniture companies, some are doing their own factories, and some are mutual financing. When I visited Huahe’s store, we also saw that Huahe had its own decoration company. Was it that Huahe was doing a road backwards with the home improvement company, using its own production to impact the home improvement market, using decoration Our products are brought to the consumer?
[Wu Xuesong]: You only see Qiqihar in the home improvement company, because this is at your doorstep, there is an attempt to make a decoration, and the effect is not bad. However, we do not rely on home improvement to make money, but through the home decoration to pull the sales of Huahe furniture, wooden doors, wardrobe products, which is in the Qiqihar market. In the field market, we will not open a home improvement company everywhere. We hope that from the perspective of integrating resources, the theme of development in the 21st century is to integrate home decoration. It is not necessary to do home decoration in all cities. We can reputable with local brands. Home improvement companies go to strategic cooperation to increase Huahe's market share.
Ten years of industry reshuffle: stronger and weaker may launch the stage of history [Reporter]: Several types of products derived from Huahe are currently relatively high in China, but what I know is these products. In the Red Sea region, which is in the industry, the competition is actually very fierce. But when every industry is chaotic from the beginning to the subsequent monopoly, does Huahe have considered this development status? ?
[Wu Xuesong]: For many years, our cranes have been constantly improving and improving. From the perspective of long-term development, we have to integrate these brands to form a differentiated competition with the same industry.
[Reporter]: Then, how long does it take you to make the furniture or wooden door market reach a whole brand in this industry?
[Wu Xuesong]: Time should not be too long. This is also a law in both domestic and overseas. Personally think that about 10 years. In China, which products are sold well, but the market-oriented operation is sure to follow the law of survival of the fittest. There are less than 100 large-scale enterprises that make wooden doors throughout Europe, which is in sharp contrast with China’s more than 30,000. . With the development of the market and the continuous improvement and improvement of enterprises, some enterprises will continue to develop groups that will not attack regional brands and occupy regional brands. Regional brands will also adjust their own markets, and they will go to local brands. Capture. In the 8 to 10 years, the top 20 companies in the country may continue to develop, otherwise it will be very difficult. In the 8-10 years, some national brands will further develop and occupy a larger market share, and some will decline; some regional brands will also enter the ranks of national brands. There are also such laws in foreign countries. The top ten in foreign countries may have the possibility and space for sustainable development. In China, because of the large market space, it is possible to be at least in the top 20. The reshuffle of the market, including the financial crisis in the first two years of China’s macroeconomic regulation and control, also has the problem of reshuffle in this industry. The next step is to stabilize the overall macroeconomic regulation and control of the country. This overall situation has already been set.
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