With the development of society, the home space has become an increasingly important communication and communication place from the initial "chaos" state, and each space is not only a material carrier, but also a symbol of culture; In the development of China's furniture industry for more than 30 years, we have also seen a history of changes in home culture... On the occasion of the spring furniture fair in March 2014, the Mission was fully attacked; the focus of attention was on home culture, Xiaojianda, through a multi-dimensional perspective to interpret the development of Chinese furniture, comprehensively showcase Chinese home culture. [Time]: March 16, 2014 [Guest]: Yu Lei, President of Emperor Standard Home []: Mr. Yu, hello! If you were to use a word to describe the furniture market in 2013, which word would you choose? [Yu Lei]: Change. Because of the market downturn, I think many traditional family businesses have to find a way out, so there are many changes from internal governance to external markets. You can't use the old ones, and the old ones don't work. The so-called old set means that with the development of the big environment, such as real estate, furniture will be fine. Imagine that the days of development along the big environment have passed. []: In fact, the topic of change has been spoken for a long time, and has been said. So what do you think is the difference between 2013 “changeâ€, 2011, 2012? [Yu Lei]: I think there are a lot of foreign professional managers entering the furniture industry in 2013. Compared with the traditional amount, the managers of the furniture industry have been doing for many years. These people’s thinking is different. Rethink the industry with new thinking. []: Did the emperor's participation in this year bring some new highlights? [Yu Lei]: You see the emperor's standard. This exhibition hall is the brightest one in our library, including color and design. We are generally young people who are positioned after 80 or even 90, so I want our products like us. As well as the packaging of the entire brand, the design of the brand image is very consistent with our consumer positioning. []: Is there any marketing plan for the Emperor's standard to promote these products this year? [Yu Lei]: Our focus this year will be on the terminal. After all, it is to help our dealers make more money, because I think that only the terminal is good, the dealer is willing to do your business, your business can be healthy. development of. []: Since the beginning of this year, many people like furniture and media have said that "cultural marketing" is not just a cabinet or a table for everyone to use, but more to make it a cultural concept. So what do you think about this kind of cultural distribution now? [Yu Lei]: I think this is the biggest difference between furniture and fast moving consumer goods. Because doing home is a matter of aesthetics and life. If you don't have aesthetics and no taste of life, you can't do it well in this industry, because it is not an industrial product, it is simply a cold commodity. The production and design of furniture in particular requires aesthetics and requires everyone to have a different understanding of life. In fact, I think that furniture is not selling products, but selling a dream for a better life, a kind of expectation. This is very important. The lifestyle you just mentioned is very crucial. Therefore, the entire emperor is a special light feeling. For example, our suite products, our sofa products will be designed according to your apartment type. You can buy the whole set of products of the company, and you can use it at home, because it is designed according to the living environment of the home. []: This year launched a white paper on Chinese living room culture, mainly for the survey data of users who have renovation needs within one year. Do you have any suggestions for activities like our media? [Yu Lei]: As my individual or our company, we very much hope to listen to the voice of consumers, because in the end I think this company is selling from channel brands to consumer brands. Since it is a consumer brand, it is crucial to have a concept. You need to understand the current consumers, especially the positioning of younger and more fashionable brands like us, to understand the idea of ​​a younger generation than us. [ ]: Can you help us predict what will be the 2014 home fashion trend? [Yu Lei]: I am not an expert, I can only say a little about my own ideas. That is to have a center. As I said earlier, the more the economy is not the very prosperous period, then the color of the whole society will be brighter, whether it is clothing or furniture. 〠】: Thank you, Mr. Yu.
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