Jilin Sengong Zhang Zhili
As consumer awareness has increased, consumers have begun to recognize home brands, and this process is expanding from product brands to raw material brands. For the panels used in household products, many consumers can now say a few like a few treasures. Compared with expensive solid wood furniture, furniture made of particleboard is more and more popular among consumers because of its high quality and low price.
As a famous domestic particleboard brand, Jilin Sengong Lushuihe brand particle board has become a recognized benchmark in the industry and a well-known brand favored by many downstream home manufacturers and consumers. A company that manufactures particleboard can gain the trust of consumers from the upstream of the manufacturing industry. Among them, the success of Jilin Forest Industry in brand building is worth exploring and learning.
Construction + operation allows the brand to go further
For the process of Jilin Sengong Lushuihe particleboard growing into a famous brand in China's home furnishing industry, General Manager Zhang Zhili summed up three key points for us when interviewed by SouFun Home Network: First, good forest resources and good wood quality. This is the most critical link to determine the quality of Lushuihe products; the second is to use the best equipment of the same kind; the third is to have an excellent team, the production process is all using the advanced technology of similar foreign products, and the products are modified in China. There are more advantages in the market.
In addition to adhering to its own principles of product production and brand building, Zhang Zhili also has his own views on the operation of the brand. He said, "The process of brand management is from the factory of the board to the furniture manufacturer, the production is the end product, and then to the terminal market. This series of processes requires us to issue certificates, anti-counterfeiting, after-sales and other overall services. This is the process of brand management. We combine its entire sales and operations, and combine the entire product and the market intentionally to be truly responsible for the society and responsible for the people.†He proposed that such a brand management process should form a strategic partnership with terminal manufacturers. It is of great significance to the coordination of the market and the improvement of the quality of related products across the country, which also effectively enhances the role of the Lushui River particleboard in the entire market.
When talking about the key points of brand operation, Zhang Zhili did not hesitate to put forward the word "integrity" first. He said that in brand operation, integrity is the main, followed by product quality, and finally development. These three conditions have enabled different companies to jointly serve the market and achieve common development together. Zhang Zhili's experience in brand building and operation in the market operation for many years is of great significance to the sound development of the entire industry.
It is normal to comply with the market price increase.
Since the end of last year, many plate makers have released news of price hikes. Under this influence, the prices of downstream home furnishing companies also have price fluctuations of 5%-15%. For this market phenomenon, Zhang Zhili believes that "in the global In the context of inflationary inflation, it will bring us the total production cost increase, so this price increase in line with the market trend is normal. At the same time, for the price system of Chinese products, he also proposed that the price of Chinese products should not be too low! Especially after foreign products are stationed in China, the price should not be too great in terms of product style and material selection.
Zhang Zhili stressed, “I think this price increase is a virtuous circle.†He explained that the development of the entire raw material needs to be integrated, the quality of the product needs to be improved, and the internal cost input needs to be increased in the process of improvement. To ensure the quality of our overall sheet products, the price needs to be improved. This is also a good thing for protecting Chinese national cultural brands, and can lead China's national industrial chain to have a big development.
For the products after the price increase, Zhang Zhili believes that the products should adapt to the market and adapt to the customers, which will enable consumers to pay for the products after the price increase. In addition, the necessary measures must be taken in the competition, and some transformations must be made in the processing technology. This will ensure the vitality of the product in the market.
New market becomes difficult
In 2011, the state's macro-control of real estate greatly affected the downstream home furnishing enterprises. Zhang Zhili said that under the state's macro control of real estate, the home industry needs to change its thinking, change its product style and sales model, and also think about how to adjust the market together with furniture manufacturers, which is a problem for upstream plate manufacturers. When a new market arrives, an adaptation process is needed.
However, Zhang Zhili also said with confidence that the home industry will quickly adjust its strategy and keep up with market trends as low-rent housing, affordable housing and affordable housing arrive. For the powerful housing and commercial real estate, Zhang Zhili proposed a strategy of "walking on two legs." He introduced that the two-leg strategy is to ensure the all-round development of the market. First, cooperate with real estate developers and decoration companies to seize the potential of the fine decoration market; the other is to cooperate with home manufacturers to seize the consumption of ordinary people. market.
Upward development is the trend of the times
When talking about the next trend of the particleboard market, Zhang Zhili first told us about the differences in the understanding of product characteristics between the north and the south of China. He introduced that the southern part of China is mainly based on MDF, and the recognition of MDF by ordinary consumers is also higher than that of particleboard. This differentiated cognitive level is normal, but the particle board is strong. Environmental protection or overall structural changes are better than MDF.
For the next market trend, Zhang Zhili said that due to the influence of national policy and regulation, the market will show a steady development trend in the second half of 2011. However, the entire industry belongs to the sunrise industry, and upward development is the general trend. He believes that "the demand for good products is getting bigger and bigger, and the demand for low-end products will be less and less. In addition, with the country's continuous adjustment of policies, monitoring of the market, and consumer awareness of furniture products. The product standards of the whole industry are also increasing. This will cause some industries or enterprises to face the transformation or the transformation of new technologies. On the whole, the quality of the whole product will be improved, and the whole market will be benign. development of."
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