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Good scenery Li Changhong: "foreign brand" fraud seriously harms national brands
The Da Vinci “foreign brand†fraud incident caused consumers’ confidence in the domestic furniture, and at the same time, the purchase of furniture was even more confused. It is hoped that through the true presentation of domestic furniture brands and products, as well as the statement of the company's amnesty, consumers will be guided by the correct furniture consumption. Interviewed guests: Li Changhong, Director of Good Landscape Marketing Department [Reporter] What do you think of the "Da Vinci fraud incident"? [Li Changhong] The appearance of Da Vinci's incident, in our opinion, is by no means accidental. This is basically similar to a floor incident that occurred a few years ago. The difference is that one is the manufacturer and the other is the store. However, we believe that the Da Vinci incident is only a representative in the furniture industry. There may be some foreign brands and counterfeit foreign brands. This phenomenon is not good and is unfair to our consumers. [Reporter] What impact do you think this incident has on the furniture industry, negative? positive? What are the differences? [Li Changhong] This incident has advantages and disadvantages for the furniture industry. On the one hand, it is to let the industry strengthen self-discipline, strengthen its own integrity, pay attention to its own business behavior, and pay attention to its own product quality. At the same time, give warning to those practitioners who are still falsifying or preparing to falsify. On the other hand, consumers will be more rational and no longer blindly believe in foreign brands. The downside is that at present, the furniture industry is in a relatively severe situation, consumers will be more cautious in consumption, and have a certain negative impact on the integrity of the furniture industry. [Reporter] What is the impact of the Da Vinci incident on your company? Is there any planning and adjustment in the enterprise for this incident? [Li Changhong] The Da Vinci incident has basically no effect on the good scenery home, because the good scenery home has always insisted on doing business with love, and using the grateful heart to be a business philosophy, at any time will not forget that consumers are enterprises. Parents of food and clothing, also know that the establishment of the brand is not easy, so it has always been presented to consumers in a completely real state. [Reporter] What do you think of the "foreign brand"? [Li Changhong] In the past, foreign brands entered China one after another. At that time, China’s overall industrial manufacturing level was still far behind that of foreign countries. With the rise of China's manufacturing industry and the eclectic mix of Chinese companies, many excellent domestic brands have been produced and are deeply loved by consumers. Of course, we also have to admit that there are still gaps in some areas, but as the furniture industry, China has also become the world's largest furniture production and consumption center, and because it is also in the world's leading level. Most of the current foreign brands in the furniture industry only have a coat, and the so-called Western culture is used to earn Chinese people's money. Partly because the so-called first rich class is blindly advocating foreign brands, today's Da Vinci incident, to a certain extent, they are also one of the accomplices, so so far, because they know face, or because they know that they are accomplices, so I am very happy to come out with complaints and public claims. On the other hand, some foreign brands actually use their dominant position, deliberately raising their own prices, and even several times their local prices. Implementing double standards on products is actually a kind of fooling of the Chinese people. We should rationally look at foreign brands and rationally consume foreign brands. Don't accidentally become an accomplice. [Reporter] In the first half of 2011, what is the terminal sales situation of your company? Did you meet expectations? [Li Changhong] In 2011, the entire furniture industry felt more or less chilly, but in any industry, even in the most difficult circumstances, there will be representatives of headwinds. Under the influence of the 2008 financial crisis, Good Landscape Home maintained such a headwind and continued to grow. To date, sustained growth has been achieved. Although the current macro-real estate regulation has brought certain impacts on the furniture industry, under the decision of President Wang Yingming, we have added new products, innovated marketing methods, and implemented a deeper market development and management strategy to enable our terminals to reach The off-season is not weak, and there is still a big increase compared with the same period last year. [Reporter] How do you view the current consumer demand for solid wood furniture? [Li Changhong] Solid wood furniture, panel furniture, metal furniture, wood furniture, etc., this is only distinguished from the use of materials. The existence of each product will have its own market and will have its own specific consumer needs. The characteristics of solid wood furniture are durable and durable, but limited by craftsmanship and materials, lack of diversity and more flexible variability, while the color singleness makes some consumers who like change, diversity and color give up solid wood furniture. On the other hand, consumers can't accurately judge and choose solid wood furniture, so they are deceived by some bad manufacturers and shoddy. However, in the eyes of some young and middle-aged young people, they think that solid wood homes can give them a feeling of return, and there is a feeling of being close to nature. At the same time, because of the influence of environmental protection ecological trend, it is considered that solid wood furniture is more ecological and lower carbon, while plate and board are inferior in this aspect. This is actually a misunderstanding, so it needs to be treated rationally. [Reporter] What kind of situation is the use of production equipment in good scenery? [Li Changhong] Every factory in the production line planning, will be based on their own product features for special design, although some of the equipment is similar in function, or even the same. However, because the good scenery home has always been based on European-style products, in the process of using the equipment, there will be some targeted improvements to make it more in line with the needs of the production of good landscape products, in the process and process quality standards. The standard is also raised to ensure the quality of the product. [Reporter] What are the requirements for enterprises to purchase raw materials, especially plates and paints? Which brands are mainly working with? [Li Changhong] In order to create a good furniture product, in addition to excellent and creative design, it is necessary to work hard on production management, production equipment and raw materials to ensure that the product meets the standard. Therefore, when we choose raw materials, we will first set the indicators of the materials we need, and then find the right suppliers according to the indicators. When some of the suppliers' materials cannot meet the indicators, Good Landscape will conduct technical public relations with the raw material manufacturers. To make it meet the requirements. [Reporter] What kind of sales plan is there in the second half of the year? What are the corresponding plans and new marketing? Or is there a new product launch? [Li Changhong] In the future, we will continue to advocate ya life, with products as the carrier and brand as the guide to spread the elegant lifestyle. At the 12th International Furniture Fair in Chengdu in July, four new series were launched, two of which have a rich casual flavor, one that meets the high-end taste, one new European series, and one that we launched. The sleep center has entered the market and has a good performance. There is also a series in the process of development, which will lead the industry after the completion of research and development. In the second half of the year, we will continue to increase market share according to the original plan. Then we will continue the blue ribbon action launched in July in the country to promote this charity activity to the whole country. The funds raised will be used to build Boai Primary School. Support poor college students.