Zhongzhixin Chen Zhongxin: Real estate control policy has a great impact on Guangdong furniture On July 3, 2011, the 12th Chengdu National Furniture Fair was grandly opened in Chengdu New Century Exhibition Center. With the theme of “creative change of life†and the foundation of “building high-end industry†last year, this exhibition once again elevated the concept of Chengdu furniture enterprises, and showed the growth and rise of Sichuan furniture from the perspective of design. At the same time, this exhibition attracted the Guangdong furniture enterprises that turned their development eyes to the southwest market. During the exhibition, the “Guangdong Pavilion†was specially opened, mainly for the purpose of displaying the Guangdong brand and culture. The reporter went straight to the exhibition and brought the opinions and suggestions of the industry leaders to the exhibition. Click to view the topic: 2011 12th Chengdu International Furniture Fair interviewed guests: Chen Zhongxin, chairman of Shenzhen Zhongzhixin Furniture [Reporter]: Mr. Chen, hello, through this exhibition, what kind of overall is the Sichuan family? Feel? Guangdong furniture layout first-line market Sichuan furniture layout second and third-line market pattern will not change temporarily [Chen Zhongxin]: I feel that Chengdu furniture development is very fast, and on the basis of rapid development, many enterprises also do relatively fast, Guangdong enterprises What may be pursued is higher quality, higher added value, design and ecology, more furniture manufacturers facing high-end consumers in Guangdong, Chengdu is still headed by mid-range consumers, I feel so. [Reporter]: Can it be said that Guangdong enterprises mainly used the first-line market in the past, and Sichuan enterprises mainly dominated the second- and third-tier cities. Now Sichuan furniture has also begun to lay out high-end, has the Guangdong furniture enterprises changed their channels? [Chen Zhongxin]: At present, there are not many changes in Guangdong enterprises. Basically, everyone continues the production and sales of the old channels. Because the change of channels in China is very difficult now, Guangdong furniture is radiated to the county by the city. From the big cities to small cities, Chengdu furniture is radiating from small cities to big cities. As I often like, the Soviet revolution was the city to liberate the countryside, but the Chinese revolution is to liberate the city from the countryside. It is two different. The difference in play, strategically and tactically. [Reporter]: Where is the difference in difficulty between the two? [Chen Zhongxin]: The difference in difficulty is also quite large. It is easier to radiate from a big city to a small city, but it is more difficult to move from a small city to a big city. Because there are many shopping malls, when the investment is in place, the brand positioning is fixed. So, if you really have a good brand, good reputation, if the radiation to the small city is very popular, and many malls will also provide good location and venue, as well as preferential conditions to give these brand dealers, after all, These urban brands, big brands have a certain influence, because of China's consumption habits, basically consumers are accustomed to watching the consumption of big cities, because the consumption tide of big cities comes earlier, small and medium-sized cities come later. Like fashion trends, first popular in big cities, and finally popular in the smallest cities, this is a contrast problem. Real estate control policies have a greater impact on Guangdong enterprises [Reporter]: Under the background of the property control policy, which of the Guangdong furniture enterprises and Chengdu furniture enterprises, the impact is relatively larger? [Chen Zhongxin]: The policy of real estate adjustment may have a greater impact on enterprises in Guangdong, and will have less impact on furniture enterprises in Chengdu. Because many affordable housing, many small cities do not have a purchase restriction policy, and the original real estate bubble is relatively small, unlike the first-tier cities, big cities have many control places, so in Guangdong, last year, CCTV often reported that the empty city, in small and medium-sized cities There will be no such situation as a large area of ​​empty city. Therefore, it should be said that the impact on Chengdu furniture enterprises will be small, even if it has no impact, but it has a relatively large impact on furniture enterprises in Guangdong. [Reporter]: How do you see the consumer demand in the furniture market? [Chen Zhongxin]: The consumption of furniture, whether it is a small city in a big city, the demand for furniture consumption is getting higher and higher, because with the improvement of people's quality of life, the increase of economic income, the pursuit of things will become more and more Gao, let me say, for example, we felt very good when we had a Santana car driving many years ago. It feels good, but now Santana is not a good car. Now there are too many cars beyond Santana. People are pursuing, including the current clothing, including housing. It turns out that as long as there is a house to live in, where did we decorate the house when we were young? No decoration, I moved in and lived without decoration. Now I can't do it. Now I have to renovate before I move in. I used to say that there are several chairs in the house, and there are several bench seats. Yes, there is a small bench to sit on, but now it is not okay, now people's living standards are improving, so the demand for furniture is higher and higher, not only environmental protection, but also a sense of comfort. There is also a sense of art, because furniture is not only a consumer product, but also a work of art, home appliances do not exist, home appliances are functional, the refrigeration effect of this refrigerator, the cooling effect of air conditioners, the effect of cooking rice cooker is functional, However, in addition to practicality, furniture is also artistic, so consumers will have higher and higher requirements for furniture. This is my point of view. The key to enterprise development is to find a channel layout that suits oneself. [Reporter]: Sichuan furniture has gone abroad for export in recent years. This is also a lot of situation. How do you see Sichuan furniture for export, and many Guangdong enterprises and Hong Kong enterprises enter Sichuan? market? [Chen Zhongxin]: Furniture exports are right. If your products are welcomed in foreign markets, of course, the export is right. On the basis of export, one is your quality. One must be environmentally friendly, the craft is high, your The material must be environmentally friendly, and then you may have a product that is more popular with some foreign markets, so you can export it. However, any city in the furniture has different consumption. You said that our Guangdong furniture is also in the Chengdu market. Zhongzhixin has been selling in Chongqing, Sichuan, Kunming and Guiyang for many years. You can also see Sichuan when you go to Guangdong. Furniture, Guangdong furniture can also see Guangdong furniture when it comes to Sichuan. Now the material flow, the logistics industry is so fast, so developed, it is a normal phenomenon. [Reporter]: In the past two years, Chen Dong mentioned many times that the days of furniture companies are very difficult. Then the problem may be at most in the channel. What new layouts does Zhongzhixin have in channel construction? [Chen Zhongxin]: Not yet, the current channel is not good. [Reporter]: What kind of channel layout does Chen Dong think is the most ideal? [Chen Zhongxin]: There is nothing that is ideal at the moment. The company is at best suitable for itself.
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