On August 23, the 12th Renovation Diary Star Contest was launched in the Media Building. As one of the sponsors of this event, Bosen paid great attention to the Diary Contest. After the event, the mainstream home media in Beijing had a wonderful question and answer and interaction with Bosen Zhang Yunjin on the original intention of supporting the decoration diary contest.
Zhang Yunjin, director of the brand strategy development center of Bosen, believes that the “home culture†advocated by the decoration diary star contest is in line with the connotation of the Bosen brand. At the same time, the target of “consumer brand†as the strategic development, is more valued by the Internet. The form of user interaction in the era was only involved in the activities of the decoration diary star contest. Zhang Yunjin, Director of the Bassen Furniture Product Development Center
Guest: Zhang Yunjin, Director of the Brand Development Center of the Bassen Furniture Brand
Location: Media Building
Activity: 2014
Decoration diary contest launch ceremony media group interview
Media: Boutique Shopping Guide Beijing Business Daily Reference News Beijing Youth Daily Legal Evening News, etc.
[Reporter]: For your consideration, the consumers who participate in the decoration diary competition, what kind of group they are probably, do you think it is consistent with the target customer base of Bosen? Secondly, furniture is a part of the decoration that will be considered by consumers until the last step. What is the purpose of Bosen's participation in the renovation competition? Do you want to promote the brand's popularity, or do you want to stimulate more people to buy Bosen's products?
[Zhang Yunjin]: We have been working with us for many years. It is the first time to participate in this column (renovation diary star contest). Bosen modern solid wood furniture, positioning in the high-end, age level more than 30 years old.
It is possible that the contestants of the Diary Competition will be at all ages. We think that now is an Internet age. Bosen is not only going to participate in this competition to sell more products, but to think that it has a very good way of interacting online and offline. Plus it is directly facing the consumer.
I mentioned in my previous speech that we have proposed in 2012 to be a concept of “consumer brandâ€, not just the concept of “being the industry firstâ€, that is to say we are whole Brand communication strategy and market strategy are just such an idea that surrounds consumers. Now is also a self-media era, we want more to let everyone through this activity, have more knowledge of their own home, their own home, or share the feelings and joy of their home improvement. This is consistent with our advocacy of the “home†culture and the concept of furniture products, not just that I use this activity to promote my products, or that I want to expand my popularity only, so that understanding is more appropriate.
[Reporter]: Mr. Zhang, I would like to ask, what kind of situation is Burson now in the northern market? Because it is a strategy for a Shenzhen company to have a market for the North?
[Zhang Yunjin]: Our brand is available all over China. From the perspective of sales growth, the north is very large. For example, Inner Mongolia, sales like Chifeng are quite good.
In fact, there are still many advantages in the North. First, we all know that we are a brand that grew up in Shenzhen. In fact, the scale we have developed to today is inseparable from the rapid growth of the northern market. Second, we see this above. This is our director and design director. He is a Taiwanese. Our design concept is relatively leading in the industry. Southern furniture companies pay great attention to design, especially design and crafts, including it. In the past ten years, basically, many markets in the north are blank. In the past few years, the development of the north has also risen very quickly. Therefore, it has penetrated into the second and third-tier markets and developed rapidly. In the north, we are not likely to be in terms of logistics relative to the North.
[Reporter]: Is it shipped from Shenzhen?
[Zhang Yunjin]: Yes, but from the product concept, we have certain advantages. This mainly reflects our design. Everyone knows that furniture itself has no high technical content, because it is a traditional industry. It is not technically advanced. Woodworking can do it, but its value, its design, its style and taste, is the feeling of creating a home, so in this regard in the design concept, in the product technology, including how to do marketable, marketing It is in a leading position, which is the advantage of most furniture companies in the South. Insufficient in logistics, there is nothing else, there is no problem in the North and South markets.
[Reporter]: What is the sales volume in Beijing?
[Zhang Yunjin]: The sales volume is not bad. Beijing is a very developed city. Our product positioning is a medium and high-end product. We introduce many products. For example, you often hear walnut products. As modern solid wood furniture, we are in this industry. It was the first launch, and Bosen made the industry a lot of followers. Wujinmu products, Wujinmu is also imported, and we are the first to launch this series of products. Later, many North and South enterprises followed up, including the innovation of mahogany furniture. In the past, these were considered to be only some markets would like, but it is not, I It is found that the group will be younger, and the younger generation has become the main sales force in the market. We are also concerned about the growth market.
[Reporter]: Mr. Zhang, you just mentioned design. I think of a problem. In 2013, we had a question about design plagiarism with a certain brand. I would like to ask you how do you think about the plagiarism in the furniture industry? How does Persson insist on his own design?
[Zhang Yunjin]: First of all, this matter has been authenticated by authoritative, official and industry organizations. We respect intellectual property authorities. The reason why our company has developed so fast has always been driven by original design. Our chief designer, Lin Zong, has been engaged in design for more than 30 years. His design philosophy in Taiwan can be said to be a leader in industrial design.
We have so far applied for more than 300 national patents, many of which have expired, and more than 300 patent designs. We have won awards at China's authoritative exhibitions. We are almost the winner of the Shenzhen International Furniture Fair. Every year, we are gold winners. Of course, there are different categories or different awards. A total of 16 gold medals have been won, and silversmiths have countless. I can't have complete statistics, because I have no way to count for many years.
I think that in the furniture industry, only those companies that constantly innovate and continue to carry out original design will go further and go stronger. Of course, we also welcome peers. We are more inclusive and look at this industry. Like us, the category of modern furniture is the concept that we are the first to propose "modern solid wood furniture". We used to talk about the evolution of solid wood furniture into the Ming and Qing Dynasties. When it comes to solid wood furniture, you may think of furniture in the Ming and Qing Dynasties. We have made a modern category in solid wood furniture, which is more in line with contemporary consumer needs and the aesthetics of furniture. I think this is a small contribution of the company to the industry.
But this is not to say that a company can be driven by the company. The reason why we can go faster and better is better. I think that the whole Guangdong is in the leading industry chain and concept, or open earlier, open the country. Earlier, of course, the North has developed rapidly in recent years. I feel that every enterprise has its own core competitive advantage. Only by saying that it is more tolerant to embrace consumers and embrace the market. I think the whole furniture industry is more hopeful. We can really create from China. I just mentioned Since 2008, China (production) has surpassed Italy. Frankly speaking, there is still a gap between Chinese design and Italy. Therefore, from this perspective, Chinese companies should do more Chinese creation, and should The world's leading companies to catch up, this is the North and South enterprises or the Chinese furniture industry is facing the most important task and responsibility, so that our corporate structure is even greater.
[Reporter]: Mr. Zhang, I will ask you first. Just now you mentioned that including original design, the company attaches great importance to original design, or we are here to support the decoration design competition, which is to expand the brand influence. A performance of force, what do you think about the relationship between brand influence and marketing, how do we achieve the mutual promotion of the Bersen brand?
[Zhang Yunjin]: I think the spread of the brand or the promotion of the brand. It is not the concept of advertising. The brand first has the value of the consumer or the value of the difference. This is my personal definition of the brand. There are many opinions and standard answers for defining world advertising experts. But I personally define, I think that the brand is different in the consumer's mind. The reason why the brand is different from that brand is the consumer's recognition of its uniqueness. The two should be a mutually driven relationship, or a mutually reinforcing relationship. The reason why we say that we want to be a brand is to let more people feel the product or feel the service brought by the product. On the contrary, there is no market impact. Force and occupancy, said the brand is also a bit exaggerated.
We say that branding is our corporate goal. Our chairman said that our mission is to be a brand that every Chinese can recognize. It is like a Mercedes-Benz in a car, like LV and Hermes in luxury goods. Brand, a century-old brand, this is the wish of our chairman. The reason why we have developed relatively fast is relatively fast. I think we have strengthened our brand strategy at the beginning. You may have got my business card just now. You will find that my business card is called the brand strategy development center. On the one hand, listen. It looks like a big job, but it is not, because our company regards branding as our strategy, so we do branding. Our company is relatively independent in brand and marketing. In fact, it is integrated. This phenomenon in the furniture industry is relatively small, and it is done separately as an independent department, which shows that we attach importance to the brand. The brand and the culture of our company and our good products and good service are inseparable. This is our understanding.
[Reporter]: Bosen is consolidating the northern market. What are the plans and actions for brand promotion in the next six months?
[Zhang Yunjin]: I personally understand the northern market. Compared with the southern market, it is now a growth market. In the first half of the reform and opening up, the south is an explosive market, but the south is already saturated, so for the northern market we are Very concerned.
As Baisen, the first one will increase the intensity of communication, or it will surround us as a communication strategy for consumer brands, and more for consumers, so that he really feels the home culture. When I talked about this, I opened up the topic. In fact, when many consumers choose furniture, he has not yet formed the focus of the brand. This is the status quo of our furniture industry. Frankly speaking, as we know, we are in the industry. I know that we are not famous, but it is not as famous as a car, nor has it been focused on home appliances. When consumers choose furniture, they will be confused and have no focus on brand formation. For example, what do home appliances think of very quickly, as we know, we must continue to work hard in this area, but also continue to enhance brand awareness and influence.
Secondly, in terms of channel construction, many second- and third-tier cities in the north actually consume a lot of energy. There is a place for producing wine called Hengshui Laobaigan. The local college entrance examination is also very famous, but you may not have thought that we are selling very much there. Ok, we are very good at selling furniture there. I am surprised by the good. For example, when we sell a store, it will break through several million a month. This sales is very good.
This tells us that many markets in the north have great potential, like Anshan and Chifeng in the north, and many places in the north still need deep cultivation. In fact, everyone said that the furniture industry is overcapacity and there are a lot of stores. But I think that many times we really have to make this market deeper and deeper. We think that the market layout should be deepened. The third, according to the characteristics of consumers in the northern market, consumer habits, and even the climate, the north is relatively cold, the south is relatively humid, how to deal with furniture products better, how to deal with the process, such as wood containing water rate. In our design, we need more design for the needs of the North, which may be the work we have to do. Of course, we participated in the decoration diary star contest, especially I heard that it was launched in Beijing.
Zhang Yunjin, director of the brand strategy development center of Bosen, believes that the “home culture†advocated by the decoration diary star contest is in line with the connotation of the Bosen brand. At the same time, the target of “consumer brand†as the strategic development, is more valued by the Internet. The form of user interaction in the era was only involved in the activities of the decoration diary star contest. Zhang Yunjin, Director of the Bassen Furniture Product Development Center
Guest: Zhang Yunjin, Director of the Brand Development Center of the Bassen Furniture Brand
Location: Media Building
Activity: 2014
Decoration diary contest launch ceremony media group interview
Media: Boutique Shopping Guide Beijing Business Daily Reference News Beijing Youth Daily Legal Evening News, etc.
[Reporter]: For your consideration, the consumers who participate in the decoration diary competition, what kind of group they are probably, do you think it is consistent with the target customer base of Bosen? Secondly, furniture is a part of the decoration that will be considered by consumers until the last step. What is the purpose of Bosen's participation in the renovation competition? Do you want to promote the brand's popularity, or do you want to stimulate more people to buy Bosen's products?
[Zhang Yunjin]: We have been working with us for many years. It is the first time to participate in this column (renovation diary star contest). Bosen modern solid wood furniture, positioning in the high-end, age level more than 30 years old.
It is possible that the contestants of the Diary Competition will be at all ages. We think that now is an Internet age. Bosen is not only going to participate in this competition to sell more products, but to think that it has a very good way of interacting online and offline. Plus it is directly facing the consumer.
I mentioned in my previous speech that we have proposed in 2012 to be a concept of “consumer brandâ€, not just the concept of “being the industry firstâ€, that is to say we are whole Brand communication strategy and market strategy are just such an idea that surrounds consumers. Now is also a self-media era, we want more to let everyone through this activity, have more knowledge of their own home, their own home, or share the feelings and joy of their home improvement. This is consistent with our advocacy of the “home†culture and the concept of furniture products, not just that I use this activity to promote my products, or that I want to expand my popularity only, so that understanding is more appropriate.
[Reporter]: Mr. Zhang, I would like to ask, what kind of situation is Burson now in the northern market? Because it is a strategy for a Shenzhen company to have a market for the North?
[Zhang Yunjin]: Our brand is available all over China. From the perspective of sales growth, the north is very large. For example, Inner Mongolia, sales like Chifeng are quite good.
In fact, there are still many advantages in the North. First, we all know that we are a brand that grew up in Shenzhen. In fact, the scale we have developed to today is inseparable from the rapid growth of the northern market. Second, we see this above. This is our director and design director. He is a Taiwanese. Our design concept is relatively leading in the industry. Southern furniture companies pay great attention to design, especially design and crafts, including it. In the past ten years, basically, many markets in the north are blank. In the past few years, the development of the north has also risen very quickly. Therefore, it has penetrated into the second and third-tier markets and developed rapidly. In the north, we are not likely to be in terms of logistics relative to the North.
[Reporter]: Is it shipped from Shenzhen?
[Zhang Yunjin]: Yes, but from the product concept, we have certain advantages. This mainly reflects our design. Everyone knows that furniture itself has no high technical content, because it is a traditional industry. It is not technically advanced. Woodworking can do it, but its value, its design, its style and taste, is the feeling of creating a home, so in this regard in the design concept, in the product technology, including how to do marketable, marketing It is in a leading position, which is the advantage of most furniture companies in the South. Insufficient in logistics, there is nothing else, there is no problem in the North and South markets.
[Reporter]: What is the sales volume in Beijing?
[Zhang Yunjin]: The sales volume is not bad. Beijing is a very developed city. Our product positioning is a medium and high-end product. We introduce many products. For example, you often hear walnut products. As modern solid wood furniture, we are in this industry. It was the first launch, and Bosen made the industry a lot of followers. Wujinmu products, Wujinmu is also imported, and we are the first to launch this series of products. Later, many North and South enterprises followed up, including the innovation of mahogany furniture. In the past, these were considered to be only some markets would like, but it is not, I It is found that the group will be younger, and the younger generation has become the main sales force in the market. We are also concerned about the growth market.
[Reporter]: Mr. Zhang, you just mentioned design. I think of a problem. In 2013, we had a question about design plagiarism with a certain brand. I would like to ask you how do you think about the plagiarism in the furniture industry? How does Persson insist on his own design?
[Zhang Yunjin]: First of all, this matter has been authenticated by authoritative, official and industry organizations. We respect intellectual property authorities. The reason why our company has developed so fast has always been driven by original design. Our chief designer, Lin Zong, has been engaged in design for more than 30 years. His design philosophy in Taiwan can be said to be a leader in industrial design.
We have so far applied for more than 300 national patents, many of which have expired, and more than 300 patent designs. We have won awards at China's authoritative exhibitions. We are almost the winner of the Shenzhen International Furniture Fair. Every year, we are gold winners. Of course, there are different categories or different awards. A total of 16 gold medals have been won, and silversmiths have countless. I can't have complete statistics, because I have no way to count for many years.
I think that in the furniture industry, only those companies that constantly innovate and continue to carry out original design will go further and go stronger. Of course, we also welcome peers. We are more inclusive and look at this industry. Like us, the category of modern furniture is the concept that we are the first to propose "modern solid wood furniture". We used to talk about the evolution of solid wood furniture into the Ming and Qing Dynasties. When it comes to solid wood furniture, you may think of furniture in the Ming and Qing Dynasties. We have made a modern category in solid wood furniture, which is more in line with contemporary consumer needs and the aesthetics of furniture. I think this is a small contribution of the company to the industry.
But this is not to say that a company can be driven by the company. The reason why we can go faster and better is better. I think that the whole Guangdong is in the leading industry chain and concept, or open earlier, open the country. Earlier, of course, the North has developed rapidly in recent years. I feel that every enterprise has its own core competitive advantage. Only by saying that it is more tolerant to embrace consumers and embrace the market. I think the whole furniture industry is more hopeful. We can really create from China. I just mentioned Since 2008, China (production) has surpassed Italy. Frankly speaking, there is still a gap between Chinese design and Italy. Therefore, from this perspective, Chinese companies should do more Chinese creation, and should The world's leading companies to catch up, this is the North and South enterprises or the Chinese furniture industry is facing the most important task and responsibility, so that our corporate structure is even greater.
[Reporter]: Mr. Zhang, I will ask you first. Just now you mentioned that including original design, the company attaches great importance to original design, or we are here to support the decoration design competition, which is to expand the brand influence. A performance of force, what do you think about the relationship between brand influence and marketing, how do we achieve the mutual promotion of the Bersen brand?
[Zhang Yunjin]: I think the spread of the brand or the promotion of the brand. It is not the concept of advertising. The brand first has the value of the consumer or the value of the difference. This is my personal definition of the brand. There are many opinions and standard answers for defining world advertising experts. But I personally define, I think that the brand is different in the consumer's mind. The reason why the brand is different from that brand is the consumer's recognition of its uniqueness. The two should be a mutually driven relationship, or a mutually reinforcing relationship. The reason why we say that we want to be a brand is to let more people feel the product or feel the service brought by the product. On the contrary, there is no market impact. Force and occupancy, said the brand is also a bit exaggerated.
We say that branding is our corporate goal. Our chairman said that our mission is to be a brand that every Chinese can recognize. It is like a Mercedes-Benz in a car, like LV and Hermes in luxury goods. Brand, a century-old brand, this is the wish of our chairman. The reason why we have developed relatively fast is relatively fast. I think we have strengthened our brand strategy at the beginning. You may have got my business card just now. You will find that my business card is called the brand strategy development center. On the one hand, listen. It looks like a big job, but it is not, because our company regards branding as our strategy, so we do branding. Our company is relatively independent in brand and marketing. In fact, it is integrated. This phenomenon in the furniture industry is relatively small, and it is done separately as an independent department, which shows that we attach importance to the brand. The brand and the culture of our company and our good products and good service are inseparable. This is our understanding.
[Reporter]: Bosen is consolidating the northern market. What are the plans and actions for brand promotion in the next six months?
[Zhang Yunjin]: I personally understand the northern market. Compared with the southern market, it is now a growth market. In the first half of the reform and opening up, the south is an explosive market, but the south is already saturated, so for the northern market we are Very concerned.
As Baisen, the first one will increase the intensity of communication, or it will surround us as a communication strategy for consumer brands, and more for consumers, so that he really feels the home culture. When I talked about this, I opened up the topic. In fact, when many consumers choose furniture, he has not yet formed the focus of the brand. This is the status quo of our furniture industry. Frankly speaking, as we know, we are in the industry. I know that we are not famous, but it is not as famous as a car, nor has it been focused on home appliances. When consumers choose furniture, they will be confused and have no focus on brand formation. For example, what do home appliances think of very quickly, as we know, we must continue to work hard in this area, but also continue to enhance brand awareness and influence.
Secondly, in terms of channel construction, many second- and third-tier cities in the north actually consume a lot of energy. There is a place for producing wine called Hengshui Laobaigan. The local college entrance examination is also very famous, but you may not have thought that we are selling very much there. Ok, we are very good at selling furniture there. I am surprised by the good. For example, when we sell a store, it will break through several million a month. This sales is very good.
This tells us that many markets in the north have great potential, like Anshan and Chifeng in the north, and many places in the north still need deep cultivation. In fact, everyone said that the furniture industry is overcapacity and there are a lot of stores. But I think that many times we really have to make this market deeper and deeper. We think that the market layout should be deepened. The third, according to the characteristics of consumers in the northern market, consumer habits, and even the climate, the north is relatively cold, the south is relatively humid, how to deal with furniture products better, how to deal with the process, such as wood containing water rate. In our design, we need more design for the needs of the North, which may be the work we have to do. Of course, we participated in the decoration diary star contest, especially I heard that it was launched in Beijing.
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