【Editor's Note】From the single category to the era of full-category home, every market change can deduce new industry growth opportunities, and every exhibition stage is also a bellwether for the development trend of the industry! The "Refraction New Machine" media in-depth exhibition activity walked into China Construction Expo (Guangzhou), in-depth understanding of new products and new trends of enterprises, listening to the pulse of the industry, refracting the development status, perceiving industry changes, and jointly exploring new development opportunities.
The big home furnishing industry is also creating concepts while creating products. Whole house customization, whole wood customization, whole home customization, door wall cabinet customization, high custom, low design, general determination, light high custom... Various concepts have brought a lot of confusion to people in the industry, and no one can explain their connotation and extension, and no one can explain how they define each other. One concept after another, in addition to leading to the confusion of "standing in line", also often leads to some "which track is better" debates, resulting in a lot of internal friction and even conflicts of opinion.
In this regard, Zhang Jingbo, vice president of Shangpin True Color Smart Home, said that it is one-sided to talk about which way is better from the company's own situation. Moreover, we can play to our advantages in a market-oriented manner, and we do not have to be entangled in concepts and definitions. Because these concepts are only popular in the industry, when you ask consumers in the market, consumers simply do not understand and do not care. Consumers only care about what I want, whether you can do it, whether it is done well or not.
The following content is compiled based on the transcript of the interview
Soumen.com: Could you please introduce your participation in China Construction Expo (Guangzhou) this year?
Zhang Jingbo: At this exhibition, the booth of Shangpin's true colors is very different from previous years. In previous years, more products were introduced in a limited area, but this year it focuses on color technology, color matching, door, wall and cabinet integration link technology, etc., because these are the advantages of Shangpin's true color, and they can best show the advantages of Shangpin's natural color products.
Soumen.com: The development of wooden door enterprises into multiple categories has always been a controversial topic, what do you think of this issue?
Zhang Jingbo: There is indeed some controversy. From the perspective of our company's own situation, we have always advocated and suggested that the original partners in our wooden door industry should take a cautious attitude when upgrading from wooden door products to door wall cabinets.
Soumen.com: Is there no future for single-product wooden doors?
Zhang Jingbo: At least we don't think so, we don't think that single products have no future. The single product is done to the extreme, and it must also be very promising in the subdivision track. We emphasize that horizontal expansion, from door to door wall to door wall cabinet, according to the situation of their own enterprise, basic strength, dealer level, management team, technical team... The situation is different from company to company, and we cannot blindly say that single products have no future. Detached from the company's own situation and genes, it is very one-sided to say which road does not work, which road is wide and wide. It is still necessary to look at this issue objectively according to the situation of the enterprise and the market demand.
Soumen.com: There is a view that in fact, the market's demand for worry-free and labor-saving decoration has always existed, since there is home improvement, but when the business of the enterprise is good, this kind of demand is ignored, and now the business operation is not so easy, it pays attention to this type of demand, resulting in many enterprises blindly following up. What do you think?
Zhang Jingbo: Indeed, in the past, when the market was good and the business performance of enterprises was good, many problems were not paid attention to, as long as enterprises did a good job in brands and products, the iteration speed could keep up. Once the market is not good, everyone will find the reasons from all aspects, the market environment, the speed of R&D iteration, consumer consumption is more cautious, consumption downgrade... All aspects are digging deeper, and then there is more attention to one-stop shopping and one-stop decoration, and there is more discussion. But I still have this point of view: be objective. Whatever situation you face, you must look at it comprehensively. Which company wins cannot be because a certain point is doing well, everyone may see a certain point in the performance of this enterprise, but behind this point, there must be strong soft power and hard power support. So, let's look at the problem, we have to flatten it and widen it. We don't need to entangle too much and entangle with concepts and definitions, many track concepts are hard created, we don't need to force ourselves to position, market-oriented, to meet market demand. The most important thing is that sentence: combine your own situation.
Soumen.com: The integrated development of door wall cabinets with the true color of Shangpin should be said to be relatively stable. What are the main benefits of this?
Zhang Jingbo: As I just mentioned, when a certain bright spot breaks out of a certain enterprise, everyone only sees the appearance, and a lot of the work behind this enterprise is not visible to everyone. Shangpin's true color is relatively stable, or relatively more mature and successful, these are what everyone sees. What you can't see is that we have done a lot of work in team integration, dealer quality and ability training, R&D system reform, and production investment. At the same time, we have always been close to the market, sensing and obtaining demand from the market, and then guiding our R&D and product reform.
Soumen.com: What are the plans for the future?
Zhang Jingbo: In the future, the test will be the ability of enterprises to study the market in depth. Next, our true color will dig deep in the integration of door wall cabinets, we are not only different from single products, but also different from single products as the main door wall, will not blindly position themselves as high-end, we will according to their own research and judgment of the market, in the door wall cabinet integration deep plowing, to the extreme of our traditional advantages, combined with the new needs of the new generation of consumers, to present our best products to consumers.