Sina exclusive interview with liufuxin, President

2022-07-22
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Tianhua wood industry group was founded in 1995. Zhanzhi Tianhua is an important fist brand of Tianhua wood industry group. It is one of the earliest and largest wooden door manufacturers in China. Over the past 20 years, it has won many honors, such as "leading brand of Chinese wooden door, top ten brands of Chinese wooden door, top ten Chinese wooden door manufacturing enterprises, supplier of wooden door products for the 12th National Games, and top ten brands of Chinese Wardrobe". Today, Sina home has the honor to interview Liu Fuxin, President of Tianhua wood industry group (Hong Kong) Co., Ltd., and talk with us about the marketing concept of zhanzhi Tianhua wood door

liufuxin, President of Tianhua wood industry group (Hong Kong) Co., Ltd.

[Sina home]: Hello, President Liu, thank you for accepting the exclusive interview with sina home. What is the secret of zhanzhi Tianhua wooden door's 20-year development and growing into a leading brand in the wooden door industry

[Liu Fuxin]: Tianhua wood industry group was founded in 1995. Zhanzhi Tianhua is an important fist brand of Tianhua wood industry group, and it is one of the earliest and largest wooden door production enterprises in China. Over the past 20 years, it has won many honors, such as "leading brand of Chinese wooden door, top ten brands of Chinese wooden door, top ten Chinese wooden door manufacturing enterprises, supplier of wooden door products for the 12th National Games, and top ten brands of Chinese Wardrobe". In 2013, according to authoritative statistics, zhanzhi Tianhua wooden doors have sold more than 18million pieces, and have been sold to 32 provinces nationwide and more than 10 countries and regions internationally. Nearly 100 million people around the world are using zhanzhi Tianhua wooden doors and wardrobe products. In the development process of Tianhua wood industry group in the past 20 years, the first is to achieve the expansion of peripheral markets through the breakthrough of important regional strategic markets, and the market strategy of "point to area, horizontal integration" has finally completed the strategic layout of zhanzhi Tianhua on the national market. The business model of the enterprise adopts the quasi Wal Mart business chain model, which has achieved great results in effective management, effective support and standardized operation

[Sina home]: what are the advantages of zhanzhi Tianhua wooden door in brand construction and market expansion

[Liu Fuxin]: what is the soul of a brand? How can consumers see a wooden door brand and flock to it? This is the key issue that zhanzhi Tianhua wooden door always considers. After experiencing the "gold medal war", "advertising war", "packaging war" and "promotion war", we believe that the marketing of wooden door brand can occupy the commanding height of the brand only by haunting the brand soul and building the cultural connotation of the brand. In 2014, there are two key points in the cultural marketing of zhanzhi Tianhua: the refinement of the core value of the wooden door brand and the dissemination of the core value

1. The refinement of core values is the excavation of zhanzhi Tianhua cultural appeal points

2. The dissemination of core values is that after zhanzhi Tianhua wooden door has refined its core values, it will spread them through appropriate communication channels and methods. In the field of wooden doors, it is necessary to play the role of "Coyote", concentrate resources and have a clear aim, and realize its core competitiveness in the domestic market

[Sina home]: low carbon and environmental protection is a major topic that consumers are most concerned about in decoration. According to our understanding, zhanzhitianhua should be the first initiator to advocate environmental protection and safety in the field of wooden doors and wardrobes. How can president Liu zhanzhitianhua achieve low carbon and environmental protection in the manufacturing process of wooden doors

[Liu Fuxin]: with the high attention and practical actions of the international community, as well as the extensive dissemination and in-depth understanding of advanced ideas, low-carbon green will gradually enter and finally be reflected in all aspects of people's lives. How the wood door industry relates to the low-carbon economy requires our colleagues in the wood door industry to work together to do a lot of specific work. First of all, we need to rationalize the protection of resources. Here we propose a sustainable development. Zhanzhi Tianhua will hold public welfare and environmental protection publicity activities with the theme of caring for the earth and the environment every year, injecting low-carbon awareness into people's lives. In addition, we are the first to truly practice the low-carbon green concept in the whole process of wooden door design, material selection, production, sales and service. This year, zhanzhi Tianhua's newly listed clean flavor thickened wooden doors and wardrobe products will interpret the low-carbon environmental protection concept with products again, It will bring more healthy and comfortable high-grade life to the majority of consumers. I think only by seizing this opportunity can China's wood door industry produce some international wood door brands that can be inherited and sustained

[Sina home]: what are the characteristics and advantages of zhanzhi Tianhua wooden door compared with other competitors in the same industry

[Liu Fuxin]: Tianhua wood industry group has set the corporate vision of "creating a world-famous enterprise for overall home furnishing", and our dream is to build a Chinese landmark national brand. First of all, most door enterprises in China's wooden door market rely on resources for food and local limitations for development. The production capacity is backward and cannot be industrialized on a large scale. The scale and standards of tens of thousands of wooden door manufacturers across the country are also different, and few can be called strong brands. Zhanzhi Tianhua was determined to specialize in wooden doors at the beginning of its establishment, and always takes wooden door manufacturing as the main business of the enterprise. Both the selection of wood and the processing equipment and process standards are internationally leading. Our wood is imported high-quality solid wood, and the processing equipment is the world's most advanced Jintian Haomai full set of production equipment. The design team comes from the domestic and international front-line elite designer team

it is worth mentioning that the fifth phase production base of Tianhua wood industry group with a total investment of more than 320million has been fully put into operation this year. After completion, Tianhua wood industry group will have a total production base of 250000 square meters, and will become one of the largest comprehensive production bases of wooden doors and wardrobe products in Asia. It is expected to produce 1million high-quality wooden doors and 100000 customized furniture products per year, and its comprehensive production capacity will rank first in China and top ten in Asia, After the phase V new base is put into operation, it will achieve the target output value of 3.5 billion yuan in 2018, which will lead China's wood door industry into a new era

the super large-scale production line in the new base will more effectively reduce production costs, greatly shorten the production period, far ahead of other brands in the same industry, and become a real leading brand of wooden doors in China. Our confidence comes not only from our confidence in product quality, but also from our brand ability, sales network, after-sales service and other brand charm honed in the market in recent 20 years

[Sina home]: what is your judgment and prediction of the future market

[Liu Fuxin]: in the future market, we can foresee a new round of development opportunities for the wooden door industry:

first, the two-child policy will become a major incentive for the growth of the wooden door industry. In the long run, multi bedroom apartment types will gradually be in demand, as in the past " Improved "e; Housing will then become "rigid demand" housing, and the policy of population relaxation is expected to become a major incentive for a new round of growth in the real estate market and wooden door industry in the future

second, the domestic wooden door industry issued the first national standard "wooden doors and windows" to regulate the development of the wooden door industry. The new standard will not only more effectively protect the rights and interests of consumers, but also may trigger a new round of reshuffle in the industry. Wooden door enterprises with intensive product quality are expected to stand out in the new round of competition

third, e-commerce will bring a new round of development opportunities: in today's increasingly developed information and network, who can master information technology first, who can make use of network technology first, who can take a quick step and seize the first opportunity. Whether implementing information management in production management (Tianhua fully implements and uses ERP and other advanced systems), or using e-commerce in marketing channels (zhanzhi Tianhua has reached cooperation agreements with a number of building materials e-commerce o2o companies), these will be compulsory courses for China's wood door industry. This is definitely another development opportunity for the wood door industry

[Sina home]: thank President Liu again for accepting our exclusive interview in his busy schedule, and wish zhanzhi Tianhua better and better in its future development

[Liu Fuxin]: Thank Sina home for paying attention to zhanzhi Tianhua wooden door. May we work together to create miracles

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