background:
In response to the government's call to better serve the majority of homebuyers and decoration owners, the country's largest real estate home network platform SouFun network in the opening year, the rate of 310 SouFun city sites nationwide to 20 million home buyers and decoration owners, thousands The home building materials company once again loudly issued the "rational consumption, health decoration" initiative! Initiatives for renovation owners to rational consumption-oriented rational consumption, based on the principle of quality of life and health decoration; advocate home building materials enterprises in line with market changes in a timely manner to adjust strategic countermeasures, improve quality and service, use environmentally friendly health products and cost-effective return to the market!
Interviewer: Chen Dengwu, General Manager of Fangtai Kitchenware Co., Ltd. Shanghai Branch
Reporter: Yu Yujun
[Soufang Home Network]: Hello, Mr. Chen, thank you for accepting our interview. Is this the first time you participated in the Expo?
[方太]: The third time.
[Soufang Home Network]: Is this exhibition different from the past?
[Fang Tai]: This year's exhibition has a larger scale and the quality of the exhibition is even higher.
[Soufang Home Network]: What is the difference between our booth this year and previous years?
[Fang Tai]: Our area is bigger than last year. We have more, newer and more comprehensive products. We will have more funds, design and personnel.
[Soufang Home Network]: Is this the same as your expectations for the flow of people and the signing of the order this morning?
[Fang Tai]: I am very satisfied with the sales and people flow. It is good to have such a flow of people today. I look forward to more consumers coming over the next two days.
[Soufang Home Network]: This year, the country has introduced many policies to make the home industry very worried. Do you think the home industry is affected?
[Fang Tai]: From the perspective of the regulation of real estate in the whole country, it has certain influence, but we are more optimistic. Fang Tai’s position is medium and high-end, and the national policy has not suppressed consumers with rigid demand. From my understanding, if a city says that investment housing is being suppressed, it is usually said that investors will either be idle after buying a house or simply rent out. Because our products are more expensive, if it is an investment or a rental, he will not choose Fangtai's products during the renovation, so it does not have much impact on us.
[Soufang Home Network]: Now is the peak season for decoration. Your company has come to participate in the home fair. What new products will this show bring?
[方太]: We had a very shocking unveiling ceremony in the morning. We asked the Secretary-General to come and the deputy mayor of Taizhou and other leaders. We have a most expensive price that represents the most advanced design in the Chinese cabinet industry. A very powerful product. This product is built with the world's most well-known company. Fang Tai has built this product with the company for 3 years. This product is priced at 6 thousand sets, and will be able to reach our booth at close range. Watching.
[Soufang Home Network]: So what benefits will this family fair give to consumers?
[Fang Tai]: Every year our company will develop a lot of promotional activities and event sales programs. This time not only launched a lot of specials, we also have a lot of promotional gifts, of course, we have a promise, we promise that the retail price of this home fair in the market is the lowest in the city, if there is a lower price We will compensate by double the difference.
[Soufang Home Network]: The national suppression policy, for the enterprise you think there is no impact, but is it affected for the home industry?
[Fang Tai]: It is definitely affected by macro demand, especially purchasing confidence. From the perspective of business operations, for those with core competitiveness, brands, consumers with word of mouth, and quality, such home furnishing companies may be an opportunity, every crisis or industry shuffle, in every wash Many companies in the card will be closed down and many companies will be created. This is a crisis, and there are opportunities in the crisis. We need some kind of crisis to test the stage of our company's own capabilities. Only when you experience the crisis again and again, and overcome difficulties in the crisis, can such enterprises be able to go out of China and go global.
[Soufang Home Network]: Fangtai's positioning is a mid-to-high-end customer. This year, the country will build a number of affordable housing and affordable housing. What kind of countermeasures should we launch around these policies?
[方太]: Fang Tai has always had a feature in the industry. It sells better than other brands and sells more expensive than other brands. This is a place to be proud, because we all know that in China, especially the home appliance industry, digital The industry is almost dominated by foreign brands, occupying half of the country. In this respect, our space is very narrow and the profit is very small. Then before the country launched the affordable housing this year...
We should not underestimate the consumer's pursuit of quality life. For the pursuit of good products, if a family is too high, it will affect the quality of his home life. Once the cost of direct purchase of the house is reduced, it is us. He said that he is willing to use the money saved for renovation or quality of life. Therefore, I personally feel that the country’s policy of introducing such a affordable housing is to make consumers have better quality of life and higher quality. Therefore, there are many opportunities in this process, and the threshold for purchasing houses has increased, if not special. If you need it, in general, you will live longer in a house. If this is the case, you will definitely make the house more refined and better, so there should be many opportunities for us. .
[Soufang Home Network]: Now is the decoration season, please give consumers some advice, what should you pay attention to when purchasing?
[Fang Tai]: First of all, we must pay attention to the brand. From the development of China's home furnishing industry to the present, we have more than 10 years. I think the top three brands in each industry are very good in terms of product quality, service and function. If you are overly greedy and neglect the brand, you will definitely have problems with quality and service. Just like the Best Buy event, many consumers suddenly shut down after purchasing their service cards.
Therefore, we must first look for the brand, the second must be environmentally friendly, and there are many such problems in the household products. If there are children and old people at home, the impact will be even greater, so it is necessary to be environmentally friendly. The third recommendation is low-carbon and environmental protection. Take the kitchen as an example. The kitchen emits about 80% of the total emissions and personnel consumption in the home. There is also a set of statistics. The emissions of Chinese household kitchens are Japanese. 3 times, so we have a very large space in this piece. The country is also promoting energy conservation and environmental protection. Then I want to pay attention to social environmental protection and low society when purchasing kitchen electricity. The last point is service. I think service is a process that truly reflects a company's reputation. Therefore, if a company does not pay attention to service, its quality will not be good, so we can learn more from friends and other customers. Which corporate service word of mouth is good.
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