18 years ago, IKEA (see map) entered the Chinese market and was widely welcomed by white-collar workers and petty bourgeoisie. The “IKEA model†was also well received. Five years ago, the Danish style moved from Hong Kong to the mainland with a high-end and fashionable image. It focused on tailor-made furniture for high-end successful people and provided a complete set of overall home solutions, which quickly won the favor of high-end consumers and promoted domestic The wardrobe industry has entered a new era. However, the emerging wardrobe industry is full of flowers, but it is difficult to cover up. Due to the late start and rapid development, the introduction of industry standards is seriously lagging behind. The domestic super-star brand in the wardrobe industry is turning out, leading the market with unrecognizable and unparalleled absolute superiority, leading the industry to be fast and healthy. Happy running. At present, looking for the "superstar" of the wardrobe industry in the next decade is the need of the market and the inevitable development of the industry. The strategy highly determines the future development - differentiated competition + franchise mode Recently, the reporter interviewed dozens of large and medium-sized wardrobe enterprises in Sophia, Danish style, and good Lai Ke, they said that they want to become superstars in the next decade. It must be far-sighted, bird's eye view of the market, unique ways, and surprisingly successful. Zhong Jijun, the head of Sophia Shenzhen, pointed out that 18 years ago, IKEA was looking at the needs of the emerging white-collar workers, positioning them accurately and making a hit. Pan Xicai, the head of the Danish style in Shenzhen, said that in recent years, the ranks of the middle class and the wealthy in China have grown stronger. However, their demand for personalized home life has not been well met. Creating value for this group of people has more potential and growth for the company. The wardrobe products are inevitably too rough to be handed over by the decoration workers; the personalization in the shopping malls is not strong, and it is difficult to match, which is the trouble of the middle class. Although there is no shortage of excellent companies in the wardrobe industry, no one company specializes in this class of consumers. It is particularly worth mentioning that the Danish style wardrobe has approved this fighter. With strong innovation ability and efficient management, it has launched high-quality, high-grade and cost-effective whole-house furniture products and services, and domestic high-end. The wealthy class has sparked. Through the survey of dozens of consumers, the reporter found that the characteristics of middle class consumption is the combination of “high style†and “high cost performanceâ€. Mr. Wan from Jindi Meilong Town said that if he chooses the wardrobe product, he will choose the brand and strength, so the design concept, plate selection, process flow and quality management will be guaranteed. Mr. Liu, the owner of Vanke East Coast, is the CEO of a well-known listed company. He said, “What we need is a whole house for successful people and for the wealthy middle class.†Ms. Wang of Lanxi Valley is the second time. Home ownership, she said, "I have chosen a lot of wardrobe brands, such as Sophia, Komando, etc., and finally chose the Danish style. Their products are good-looking and use them. It feels like using them. It is a kind of glory and a symbol of identity. It highlights the user's success, elegance and elegance to a certain extent.†In the past two years, with the overall wardrobe market, especially the middle class, the overall wardrobe brand has entered the fast lane of rapid development. . It is understood that last month, the Danish customs chain stores have reached more than 180, with a reserve of nearly 200,000 square meters, and simultaneously established four production bases in East China, North China, Southwest China and South China, which further reduce production costs and provide More cost-effective products provide a strong guarantee. Experts predict that according to this development trend, in the next 3-5 years, the Danish style is expected to open more than 1,000 national franchise stores nationwide, and take the top spot in the national wardrobe industry. Innovation, superstars never exhausted charm - innovative gene injection + more than 200 technology patents domestic home furnishing giant - Red Star Macalline (view map) Chairman Che Jianxin believes that the ability to innovate is the only one that cannot be copied and Plagiarized resources. When asked how to look at the current status of the wardrobe industry, he said that the core problem lies in the fact that tens of thousands of large and small enterprises are fighting each other, and the benefits are driven by the interests of the imitators and the poor copying. "To break through in this state, it seems that it is not a realistic choice for many companies." Che Jianxin said that he has contacted many wardrobe manufacturers, but their fear of "innovation" is always mysterious and very high-end. It is necessary to make huge investments. The Danish-style president Wang Juntai left a deep impression on him. The company currently has nearly 200 technical patents, increasing at an annual rate of 20%. Their philosophy is worth learning from the entire furniture industry. "They think that small reforms are innovations, prophets are innovations, and innovations for customers are innovations." Che Jianxin said, "An innovative company is to be from the concept. Innovative genes have been injected into the details.†The reporter often visits the market. In the National Security Homepage of Ba Gu Ling, the wardrobe kingdom, the reporter saw that the wardrobe industry will launch new collections every quarter, and there are only a handful of best-selling boutiques. The popular David series in the past two years - a model of the Nordic style of the wardrobe industry, has been the star of the sales list for three consecutive years. Liu Dunquan, the general manager of Guoanju, is a good product that reflects the market demand in a timely manner. The products that can attract consumers for a long time are fine products. The Danish style is one of the brands with the most quality products. According to the professional guides of the wardrobe industry, the David series has more than 120 patents. From a large component to a small screw, the factory independently develops and opens the mold according to the product characteristics and supporting conditions. Only in this way can the product be really easy to use. It is understood that the ordinary wardrobe sliding door is most prone to derailment and jumping. If the sliding door uses a professional supporting track, this phenomenon will not occur. At present, many small wardrobe enterprises also do sliding door wardrobes. If they choose high-profile hardware, can they make fine products? In this regard, Wang Juntai said, "Together, we can't make a boutique. We provide a complete set of zero-defect products. Every detail of the product can not be surpassed, and even not caught up with it. Innovative On the road, we walk in the front, and never stop. In the era of diversified development, we specialize in making wardrobes, which is both our focus and our business innovation. Of course, innovation also includes operational processes. , performance management and other 'invisible' parts, to become a real superstar, we still have too much space to break through." Learning team creates the leading position in the industry - a persistent boss + a growing team in today's impetuous society In the midst of the financial crisis, a business leader who is determined to be an industry leader, showing calmness, calmness, persistence, and conviction, is undoubtedly more moving. Many wardrobe brands have a store in the home (view map) (view map), the development of Danish style is the fastest, and its general manager Wang Linpeng evaluates Wang Juntai: smart, decisive, self-confident, persistent, entrepreneurial . "What Wang always impressed me the most is self-confidence, but his self-confidence is not the confidence built up like many imaginary people. He is just like their brand, although it has only been promoted in the past two years, but not Late, because they have done their homework in the brand's independent innovation, business management, product design and development, now the brand is just a matter of course.†East China General Manager XXX and Wang Juntai partner for many years, he said, “No matter how much he Tired and busy, his eyes and his fascination will never fade, he can make our entire team feel a passion and enthusiasm." XXX said, "Guan Te Group in internal management, operating system, organizational structure And for the performance management of the team, there is a unique corporate culture. For the national franchisees, in the price strategy, in the product upgrade, and even in the delivery period, in the return on investment to the partners, he gave People feel a sense of loyalty and mutual growth, which also gives us great confidence.†When talking about the internal management of employees and factories, Wang Juntai said, “My The standard is to be the best wardrobe product in China. I require employees to have strong learning ability, strong cohesiveness and high execution ability; all around the user needs to create value for them. I also hope that in my enterprise, employees are in the enterprise. Have a sense of belonging, growth, mission and sense of accomplishment, and grow together with the company.†It is understood that the Danish style implements strict performance evaluation for each employee. In terms of process flow, Wang Jun is very persistent. "The process is a rule, the process is an action, and the 'special attention' should be part of the life of each of our skilled workers." Industry experts analyzed that the wardrobe industry is undoubtedly the sunrise industry for the next decade. The most promising potential stocks in the furniture industry. In the next ten years, the annual turnover of the wardrobe industry will reach 10 billion annually. At present, the wardrobe industry standards are seriously lacking, and chaos is rampant, which is extremely harmful to consumers and the industry. Three years ago, the Danish style successfully established the industry standard for the closet. As a leading brand of the whole wardrobe, as a responsible enterprise, experts suggested that the Danish style will work with relevant departments to formulate the overall wardrobe industry standards, integrate industry resources, and drive the industry to be healthy and fast. Development, so as to establish a leading position in the wardrobe industry.
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