New product debut: the original innovative products close to the life smart kitchen to a higher level
　　 [Reporter]: Hello, Mr. Cheng! The most important thing in the exhibition is the product display. Zhibang’s series of ours last year, as well as the original designs of Elysee and Diamond, are very eye-catching. What new shocking products are brought to us this year?
[Cheng Wei]: Our three sets of products are original designs this year, and it is a little different from last year. Last year, it was very conceptual. This year's original design is closer to reality, closer to life and closer. For sale.
[Reporter]: The feeling of intelligence this year is particularly obvious. Last year, the smart kitchen looked brighter, but when it was used, or the company actually produced it, it was actually put on the market and it was a big question mark. What do you think of this year? trend?
[Cheng Wei]: I think this year's intelligence is better than last year. This year's intelligence and practicality are stronger than last year.
Zhibang Cabinet Marketing Vice President Cheng Wei
[Reporter]: Do you think that our domestic cabinet design should achieve a breakthrough?
[Cheng Wei]: This thing should be said from some primitive things. In fact, the Chinese market, including the consumer's consciousness, is completely different from the Western market and consumer consciousness.
For example, there are some things in the West that feel very good, but they are not necessarily popular in China. You see that in Canada or in the West there are some kinds of pure, all things are white, very simple. A cabinet, but it may not necessarily be sold in China. Why? Chinese people may like some brighter, colored things.
You are in China, first of all, the kitchen, it may be a practical thing, but first of all, when consumers choose, he still has to look at this cabinet first. He likes it, it doesn’t look good; the second one I think is in function. Sex is also a point we develop, including some basic things in the later stage, like environmental protection, etc. These things must be something that must be possessed. Intelligent is a thing that reflects the strength of the company. It is also possible Need to go, but not necessarily in front.
Talking about pan-home: a single cabinet to do 10 billion no problem, pan-home is not confident performance
[Reporter]: How do you evaluate the current trend of cross-border development of many companies in the home furnishing industry?
[Cheng Wei]: This question is a bit white, that is, Zhibang has been insisting on a professional line. We always think that a cabinet is 10 billion yuan. There is not much problem in making a single cabinet to make 10 billion yuan. There are a lot of them called pan-home systems, and to be honest, they have no confidence in how much a single product can ultimately do.
They may seek a breakthrough in other paths once they encounter bottlenecks in sales or if they encounter bottlenecks in performance. Otherwise, the overall size of their company, including performance, cannot be loaded, so it is justifiable.
[Reporter]: For example, including the European faction, he may have been the leader in the entire industry, but he is now expanding to the entire pan-home, and even he said that he is entering the bathroom. How do you? The evaluation industry is also doing this kind of thing?
[Cheng Wei]: This current industry leader is doing the best, like the European School, he is the leader, but this does not mean that he has a very clear understanding of how much a single product can do. It may be five to six years before we do the cabinet, and lay a certain foundation in the early stage.
When he walked to a billion, or two billion, he thought it was over, but we didn’t think so. We think that it’s not a big problem to make a single cabinet for 10 billion. get.
Therefore, we have always adhered to the road of specialization. We believe that an air conditioner can do tens of billions, hundreds of billions, and the single item value of the cabinet is not worse than the value of the air conditioner. Why can't the single brand of the cabinet be one? Ten billion, right?
Future plans: rushing to Europe, Zhibang is expected to complete sales of 1.7 billion
[Reporter]: According to Mr. Cheng's idea, it should be very confident in the development of the entire cabinet industry. Do you think Zhibang's goal is to achieve a sales amount of hundreds of millions of dollars per year?
[Cheng Wei]: We are accurate to give you a general introduction to the history of these years. In 2009, we were about 210 million. In 2010, it was about 500 million yuan. Last year was 1.02 billion. This year we expect it to be about 17 to 1.8 billion.
[Reporter]: This number should be getting smaller and smaller than the European faction, right?
[Cheng Wei]: Yes, we are now, now, the output value of each month should be two-thirds of the European faction.
[Reporter]: If you want to surpass, there are still some breakthroughs in some aspects of the company's operating strategies. Can you tell us about Zhibang's actions in these areas?
[Cheng Wei]: Now better than us, like Europe, where is his strong place? First, his brand influence is stronger than our national brand, you want to compete with If your opponents are competing, you must know yourself and know each other. We must analyze where competitors are better than us. Second, he started to make cabinets in 1994. It should be said that it was five years earlier than us, which means that it selected the first batch of quality distributors in the first batch of markets, and the remaining dealers were not as good. European faction. At present, there are 1,200 dealers in Europe, and we only have 600-700 dealers. The number of dealers is double that of ours.
Continue the bold and aggressive investment route to walk the thousand store plan
[Reporter]: Zhibang signed more than 70 contracts at the kitchen and toilet exhibition in 2010. There were more than 80 in 2011, but this year's market is very sluggish. It may be a situation of survival or death. Zhibang is at the exhibition this year. For the expansion of the entire terminal, will there be some changes, for example, no longer expand aggressively, or choose to be conservative, shrink, or continue to invest in large areas? [Cheng Wei]: Our goal this year is the thousand store plan, As of the end of last month, 110 new recruits have been recruited. The goal of this Shanghai exhibition is 100. Then this year's goal is 350, sprint 400, then that means to go through a thousand stores.
[Reporter]: This year's pace should actually be the biggest.
[Cheng Wei]: Yes, because we have to shuffle the cards in the past two years, in fact, this market is not good, it is equivalent to the cornering of the car, at this time the technically good people are very easy to overtake. Matching, we will probably start a new 200-mu land at the end of the second half of this year. If the 200-mu land can be put into production by the end of next year, it will probably satisfy the company's 4 billion sales.
[Reporter]: Ok, thank you very much for accepting our interview.
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