Qumei Furniture Zhao Ruihai: Doing Chinese style to create Chinese style

Zhao Ruihai, President of Qumei Furniture Group

Reporter: Good afternoon everyone, the guest we interviewed today is Zhao Ruihai, the boss of Qumei Furniture!

Zhao Ruihai: Hello everyone, I will see you all the time. I hope that I will not bring troubles to everyone, but bring more happiness.

"If it is China", the perfect combination of classical and modern

Reporter: I heard that Qumei has recently launched a high-end modern Chinese-style furniture product such as “China”. I would like to ask Mr. Zhao to talk about the research and development background of this new product.

Zhao Ruihai: This year's dealers' entire investment aspirations, the market's speed of advancement has been affected to some extent, but from the current opening of the store's effect is good, sales, single square meters of benefits. It is equivalent to saying that from the product level, the first is marketable, cost-effective, and recognized by consumers. This evaluation is very high, very good, and the feedback is also very good, and we opened about five or six stores, reflecting well. The enthusiasm of dealers to open stores is getting higher and higher. No matter how high-end positioning is, it should be said that the situation and trend are very good, but the speed is not as fast as we originally judged. Two reasons, one is the processing cycle. Longer, material preparation, and longer technical preparation time. Another one is that from the overall situation of this year, the desire of dealers to expand immediately is not high, so it affects a little speed, but from the whole trend, it is like this. .

Reporter: What are the main features of this product?

Zhao Ruihai: This product is actually not visible in the market. It is the basis of Chinese culture. It has the charm of Chinese culture and the charm of Chinese furniture. It is suitable for modern living rooms and modern spaces. It is used by modern people. Such a set of furniture, completely let you know that this is a set of Chinese furniture, but we have modernized it, and made a more modern decoration on the basis of Ming style furniture, requiring the base to be comfortable and functioning. , storage, all aspects, in fact, we define it as a new set of Chinese furniture, suitable for modern Chinese furniture, Chinese style, can do, our development has been prepared for more than a year, has been research and development If you are doing traditional and old-fashioned, you can combine the classic furniture of the Ming and Qing Dynasties in the Forbidden City, but it needs to leave the charm of the furniture and modernize the function of the furniture. The space function is modernized. This is either you go too far here, or you go there less. It’s hard to find the middle, the taste is right, the meaning is Yes, very refreshing, concise, and Chinese, and inside, everyone knows at a glance, understands at a glance, but it is completely the same as a modern apartment. It is easier to use and more suitable for modern people. The requirements of modern space require furniture. It is such a positioning.

Reporter: The perfect combination of classical and modern?

Zhao Ruihai: Yes, that degree is difficult to grasp. If you are too modern, let everyone think that this is modern furniture. If you don’t think it is Chinese furniture, you must first let him think that it is Chinese modern furniture, so you have to Make the Chinese style full of charm and make it through. Let everyone think that this is to pay attention to wood, from the craft, from the visual, the line, or the Chinese furniture, there is no problem, but it meets the requirements of modern people.

Reporter: What is the market strategy of “China is a country”?

Zhao Ruihai: It is still a high-end, market strategy is still a high-end, will not say to open hundreds of stores across the country, impossible, just a choice of cities to open, single square meters, including some practices of the store, for example, now we have invited Some very good painters paint real paintings. Really ink paintings are placed in this environment. We have introduced celadon, one of the four major Chinese kiln, celadon is a classic product, bowls, fish tanks, dishes, tea sets and other things. In the environment, we also sell the same, to provide customers with a complete and inherited, very charming system to do the entire store arrangement, this is very fun.

Reporter: How many Beijings are there now?

Zhao Ruihai: One in Beijing, one opened in the North Fifth Ring. Because there is no goods, Beijing's goods have been taken away by our dealers. The goods on the scene have been taken away by the dealers. Now it is necessary to have a time. Come.

Reporter: What is the development goal of this product?

Zhao Ruihai: About five or sixty stores. At most, there are no more than 100 stores.

Reporter: Is there an e-commerce provider?

Zhao Ruihai: No, the high-end positioning is not on the e-commerce.

Reporter: So what new strategy does Qumei have in e-commerce this year?

Zhao Ruihai: This year we launched a three-dimensional platform. Now we have not developed a conference. It is about to open in June. Because there is still a little technical problem, we are still studying in the morning. I will invite everyone to come in June. Demonstrate what kind of function we are doing under this platform, how to meet the different requirements of customers, in fact, the core idea is to limit customization, we have removed the concept of customization, you can not be customized by one cent, it is meaningless. Maybe we think that the difference within five centimeters of the cabinet is acceptable. The height is about 10 cm. We have built a mathematical model and turned all the possibilities into standard parts. The first system through the computer can be rendered from time to time. To achieve different effects, strengthen, increase, you can, you can click to make a quote immediately after you finish, because each is a standard component, we call limited customization, tens of thousands of components make up unlimited space for change In order to meet different requirements, our factory can standardize production and reduce costs. These are the advantages of this system, so it will come out in June and everyone can watch it.

Reporter: There is a statistic. Qumei sold about 600 million in 2008. In 2009, it sold 1 billion. In 2010, it was about 1.5 billion. I remember that when you said that you will reach 10 billion in 2015, how is sales going now?

Zhao Ruihai: This plan can't be completed. We think that the first thing is that there is a problem in the big environment. It really affects some of your plans. And now everyone has adjusted the original goal in the whole industry because you did it based on that environment. Judging, you have to make judgments based on the current market environment. I think it is totally two foundations. If we are not realistic and pursue that goal, we may bring the company to a more irrational position. We feel that we can guarantee the modern level. Then there is a normal growth of around 20%. If we can maintain this year's growth of 20% or even 15%, we are very satisfied.

Reporter: What is the sales situation in the first half of 2012?

Zhao Ruihai: In the first half of the year, it was not good. In the first quarter, it actually fell. About 10% of the decline was there. It is about 10% lower than the same period of last year. It will come back in the second quarter. There may be growth. We look at the May 1st promotion and our entire May 1st segment. In April and May, this segment is about 30% higher than last year.

It should be said that this year is not very good, there should be a turnaround next year, and at least one year next year.

Reporter: What is the plan for Qumei in the housing market?

Zhao Ruihai: We are also actively doing the security housing. We are also communicating with the center of the affordable housing center and the public rental housing. In the positive cooperation, I think that the security housing may have to cooperate with the corresponding targeted customer base. The products, the organization of the categories, and the consumer group we also try to make the affordable housing, is now a relatively small consumer group, may become the mainstream consumer group after two or three years, your company can not be personalized Means to solve, to use market-based means to solve, including product development, market layout, customer service characteristics, cost-effective new requirements, including customer analysis, customer positioning, may be in this area to take some of the energy back to the protection What kind of needs and characteristics are there for customers in this part of sex housing. What kind of service we provide to these customers is another matter. At present, everyone in the security room is still doing it. Do some start-up work in a targeted manner. With the theme of becoming a market in the next year, use your behavioral model to solve it, instead of a small policy and a small arrangement to solve it. I think that the security room may be a mainstream in the future.

Shunyi new production base is expected to start production in August

Reporter: When will Qumei’s new production base in Shunyi be put into production?

Zhao Ruihai: Installation of equipment began in July and production started in August.

Reporter: What is the positioning of the entire product line after it is put into production?

Zhao Ruihai: There will be some adjustments, two or three new product series, some of the Chinese series we just mentioned will be enlarged here, because it is obviously not enough capacity, this morning is still coordinating the supply of several customers, We don’t have to pay for the goods. They have plans to open a store. Because they are all signing contracts, there are rents, and there are many renovation periods. There are regulations in the preparation period, but the production cycle we manufacture does not match him. He first handed in, we couldn't hand it out, the factory couldn't be empty, everyone also had some customers looking for me to communicate, I hope to coordinate, that is urgent need to enlarge, maybe the plate type we have new product push, there is also a new one Capacity is doing.

Reporter: Is Qumei already combining production and sales perfectly?

Zhao Ruihai: Combining this is a very important issue. It must be that the expansion of production capacity matches the expansion of the market consumption channel. But now if this match has a pre- and post-process, we hope that the matching cycle will be more The shorter the better, for example, if you develop production capacity in front of the front, and expand the channel later, this must be the first capacity, and then there are channels, but you can't have the capacity before the channel, the service can't keep up, the delivery can't keep up, just There is a problem, you do not have such a large reception capacity, a hotel in a house of 200 to find 200 guests, is not looking for it, but must first find a house after the house, but this can not let the capacity idle, but also let production Capacity is ahead, this requires a match and coordination, but it must first amplify the capacity and then expand the channel. The shorter the time, the better. After three months and six months, match the channel and production capacity. That is a good result. Some need one year or more, but it must first enlarge the production capacity.