Jin Qiong: When the East meets the West

Shenzhen Yifeng Ming Furniture Design Director: Jin Qiong

On the occasion of the “7th China Home Development Annual Conference”, SouFun launched a nationwide joint interview with 100 elites of home furnishing, and gathered the wisdom of the group to explore the new engine of industry development. In this issue of Super Interview, SouFun Home Network invited Jin Qiong, Director of Yifeng Ming Furniture Design, to share her new ideas.

Interview time: November 11, 2011 at 2 pm

Interviewer: Jin Qiong, Design Director of Yifeng

Soufang reporter: Shen Jianghua

SouFun : Jin Zong, please give a summary of the whole market of Yifeng Ming Furniture this year?

Jin Qiong : This year's home furnishing industry is not very prosperous. This is affected by the regulation of the state policy. The real estate industry is closely related to our furniture industry. Everyone does not buy a house. How can I buy furniture? There is no place to put it. However, our sales are still good, because we have been pursuing a rise in stability all the time, but this year's rise is not so fast compared to last year. Although it is a very light city, the pace of our nationwide joining has not stopped.

SouFun.com : What are the outstanding achievements in brand and marketing this year?

Jin Qiong : In terms of marketing, objectively speaking, this year's results are not very prominent, because we are also affected by the overall market conditions. The downturn in the entire furniture industry is obvious. Therefore, our goal this year is to maintain our own stability and stability. Both products and brands need to focus on the long-term business. The market will let the company face the challenge. At the same time, it will slow down the state of running all the way, calmly summarize and plan, and practice internal strength for the next step and the next step. Do a better job to lay the foundation. We have always believed that the company itself can do enough to withstand the competition and even the big market downturn in the market.

SouFun : Did you introduce a new design concept at the furniture fair this year? Compared with previous years, what is the difference between this year's furniture fair?

Jin Qiong : This year our own independent brand has more clearly put forward the concept of “When the East meets the West”. Yifeng's own brand ARTDECO has always been the line of fashion mix and match personalized furniture products. The Chinese-style western elements have been transformed by new materials and new products, as well as a store display that breaks through the boundaries of styles, achieving a strong visual presentation. These years have attracted attention in the industry. This year, we proposed that “When the East meets the West”, it is also more clear in this direction. At the same time, it is more focused on the specialization and precision of product development and integration. The models of the products have more innovations on the basis of retaining the classics, and the materials are updated more. Leading the trend of furniture and fashion, while the inheritance of the essence of Western Western culture will continue to be a highlight in our products, we hope that as a furniture product itself can also become a beautiful bearing, not just as a functional artifact.

I personally think that the exhibition is like a pool of water testing in the market. You can feel the heat and direction of the market through it. This year's exhibition is not as hot as it was last year. This year's Dongguan furniture exhibition, which was held in September, was much quieter in September than in March. I think this is a normal reaction to the whole market.

SouFun.com : The sales volume of Yifeng Ming Furniture Company is still good. How do you maintain such sales volume and what are the more prominent marketing methods?

Jin Qiong : The marketing method needs to be formulated according to the characteristics of the products and the positioning of the brand. The direction of the stylization of our products determines that our products have a wider audience in the art and creative industries, and are very suitable for hotels. Clubhouses and model houses need to create a new and surprising space for visual presentation. Therefore, it is an important aspect for us to serve our designers and become their suppliers and service providers. At the same time, we will also have a flexible franchise policy, to attract qualified and franchisees to become our partners, and to provide support and assistance when they face engineering customers.

With the overall aesthetic improvement of the urban population, more and more space that only meets the functional requirements has a high environmental aesthetic demand, we also look at this, so that our sales service can better serve this type of engineering. Customers, such as Guangzhou Meilai Plastic and Aesthetic Hospital, which opened last year, have created a modern and fashionable clubhouse space with our products, so that people who love beauty can feel beautiful and beautiful when they walk in. We value such engineering projects that are ideal for presenting our products, while at the same time bringing good sales results, we will strive to make our sales better serve the designer to achieve a better space.

SouFun : It is understood that "you and I love, the stars love" is the Yifeng brand concept, how do you reflect in marketing? Can you think that this idea comes from absorbing young stars?

Jin Qiong : "You and I love, the stars love" is the Yifeng brand launched in a period of time, but also achieved good brand recognition and market feedback. In fact, our publicity strategy has always been focused and adjusted, and it is not static. Zhao Wenzhuo has been our spokesperson and has always been a good friend of our brand, including Meng Guangmei and Andy Lau, as well as endorsements; Andy Lau has bought a lot of furniture here. Enterprises value the influence of the stars, and bring the brand's cognition and reputation through celebrity endorsements. Yifeng is a furniture company that has done very early. The recognition of Yifeng name as a high-end brand is also established through these effective channels. .

At present, Yifeng's own brand ARTDECO has become a new brand marketing communication channel by selecting information in the influential fashion home magazine such as “Home Gallery” because it focuses more on personalization and design. In the face of the rise of the Internet era, our communication channels are also doing more in line with the current increase and adjustment.

SouFun.com : The market integrity crisis caused by “Da Vinci” has a great impact on the entire furniture industry. The Yifeng Ming Classic Hall features European-style American furniture. Is it affected and how is it handled?

Jin Qiong : Consumers will be more cautious, will ask more carefully, and will ask you for more information. But we don't have any aspects that cause customers to question us. Because our products are not necessary to be from the United States from Italy and so on. We have American-style products for sale, do not need to deceive consumers to say that they are produced in the United States, consumers are not fools, and deception is not a long-term brand, we know this.

SouFun.com : At present, the domestic market is relatively cold. Some enterprises are expanding towards the international market. Does Yifeng name have such a strategy or plan?

Jin Qiong : At every exhibition, there are many foreigners who like our products, and there are many orders, and our franchisees have also developed into overseas markets such as Taiwan, Singapore and Malaysia. However, we are very clear that our products are about individuality and creativity. They are not mass products or mainland goods. We need our own soil for growth and development. We do not want to abandon the brand's own persistence in order to pursue the mass. Our franchisees and our partners also value our brand. We have to do a good job, not to pursue overwhelming, it is not the tonality of our brand. Including our products are not always developed, they have been spreading, and they are developing side by side and recycling. Including the control of product quality is to refine and refine, which is the core of the product brand.

SouFun : What do you think about the future of the furniture industry in 2012?

Jin Qiong : As a person in the industry, I feel that this relatively light market will continue to extend until 2012. Therefore, we also hope to maintain our own stability, or to have development.

SouFun : What are the highlights of the company's brand strategy in 2012? In terms of marketing, what kind of marketing strategy will Yifeng Ming Furniture adopt in 2012?

Jin Qiong : In terms of marketing, we will require the marketing team to be more professional, better serve, and do the details. This is the practice. Then, in terms of the product itself, after the end of the year, we will adapt it to the direction of the market that is currently positioned. In addition, marketing will be promoted. We are now making the network in, it will be more stereoscopic. During this time, I also went to see some well-doing companies, such as Meikemeijia , who did a really good job in the network and we need to learn. However, we also see the opportunity, based on the brand awareness accumulated by our brand for many years, coupled with the stereoscopic and effective integration of traditional media and new media carriers, we will certainly achieve better results. This is firmly believed.

SouFun : What kind of opinions do you have for the activities of SouFun Home Network into the community? What advantages or disadvantages do you think such a marketing approach has?

Jin Qiong : Because you have resources in your hands, you have the resources of the owners, and the resources of designers and design companies. This is the integration of resources. But in the end, it depends on how it is implemented. An activity becomes an offline activity, and its organization is cumbersome and complicated. For the activity itself, it is important for the team to organize and execute and package, and if it is well packaged, it will greatly promote the whole activity. In addition, to do some practical things, it is not to say that you will be a big fan and talk about something very empty. Time is very valuable for Shenzhen people.

SouFun : SouFun.com "The 7th China Home Development Annual Conference 2011" will be held in Beijing on December 2nd. The theme of this year's annual meeting is “new areas, new channels, new models”. In-depth discussion on how to seize opportunities and change innovation in the field of network, product channels and marketing models of home furnishing companies, your annual meeting What are the ideas for the topic? What is the hope for this conference.

Jin Qiong : The home industry has reached an inflection point. It is necessary to use new ideas to discover “new areas” and expand new channels so that the home industry will become more mature. At the same time, I wish the annual meeting will be successfully held, hoping to promote the development of China's home furnishing industry through such a platform.

SouFun : Thank you Jin for accepting our interview, thank you!

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