For many years, Jinzhi cabinets have been devoted to the research and development of the whole kitchen, especially its special product---paint series, which constantly deepens innovation in design and craftsmanship. When Jinzhi cabinets were unveiled with international fashion style, delicate and unique door styles and simple and beautiful color matching, they immediately stood out from many brands. Today Xiaobian is very honored to invite Mr. Zhang Zhigang, Chairman of Jinzhi Cabinet, to be exclusive. Interview.
[Editor] Since 2011, Jinzhi cabinets have started a new transformation plan from three aspects of product, promotion and positioning. Now that three years have passed, what outstanding results have been harvested by Jinzhi cabinets? Have you encountered difficulties during the transformation process?
[Zhang Zhigang] products are the foundation I have always insisted on. Jinzhi cabinets have not made a large-scale advertising campaign. The three-year investment in the country has really promoted our brand development. It is our ultimate pursuit of cabinet products. If there is no good product, it is impossible to get the dealer to follow. In the short period of more than ten years in China, the cabinet industry has its own characteristics from chaos to today. Without a keen control of the market, it is difficult to keep the company going. Our Jinzhi cabinets are also constantly trying to find the right direction in the continuous transformation. Adhering to the "full custom" and "all non-standard" production mode and personalized design, is the way out for Jinzhi cabinets.
[Editor] There are a lot of cabinet companies that have begun to customize the whole house, and Jinzhi cabinets are also making customized cabinet products. Compared with traditional cabinet products, customized products require enterprises to provide higher-level services. What is the strategy of Jinzhi cabinets in custom cabinet products?
[Zhang Zhigang] Let the kitchen adapt to your living habits and let every customer become their own designer. The same design is impossible to satisfy all the people, only the exclusive customization can maximize the customer's pursuit of quality of life. Our "customized cabinets" are built on the needs of our customers, through the designer's design and non-standardized production processes. We all know that customized products do have higher requirements for the overall level of the company's overall level. The quality control of the shaped products and the normal delivery time of the fixed products are all tested. However, our experience in the cabinets for more than 10 years has given us full confidence in these tests. Jinzhi's development strategy is very simple. It is to let the products speak for themselves. Under the premise of consumer demand, they insist on self-branding characteristics, produce high-quality products, and let the products get high praise from consumers, thus achieving excellent results. Word of mouth.
[Editor] Jinzhi cabinet has been focusing on cabinets made of solid wood and painted lacquer. What was the opportunity for Zhang to set such a product route? What are the advantages of Jinzhi cabinets compared with the peer products? What are the future? development strategy?
[Zhang Zhigang] I believe that "the industry is good at specialization." Once we were also following the trend, we are blindly following what is popular in the market. But when you are the same as everyone, it is really dangerous. What is the most difficult process in the cabinet, what we do. Paint and solid wood are the two most complex processes, the most difficult to control, but the most malleable. To be a strong competitor, we must master the core process. In the future, of course, stick to it. We pursue depth and do not pursue breadth.
[Editor] I have always heard that there is a marketing department in Jinzhi cabinets. I can do anything about it. Can you talk to us about this team?
[Zhang Zhigang] I have always believed that in this world, the power of the individual is very small. Only when the team struggles together can the personal value be maximized and become omnipotent. I hope that our happy team will continue, I want everyone to fully play. You will find that in fact everyone's ability can be infinitely excavated. I am very proud of my team.
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Source: GO Jiaju ( http:// )
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