A brand is an intangible asset of an enterprise and a reflection of the core value of a product or enterprise. So how do companies in the furniture industry perceive brands? What about brand building? GO Jiaju has an exclusive interview today with Mr. Geng Shanping, the general manager of the marketing center of China's well-known furniture furniture brand De Gaulle, Mr. Geng Shanping, let him share with us the experience of building a brand.
The spokesperson for the brand image of De Gaulle: Jia Jingwen
De Gaulle, founded in 1988 , was developed from a workshop-like small mattress production workshop of several hundred square meters. Now it has become a modern factory with 250 acres of independent property rights. It integrates the design, development, production, sales and after-sales service of soft furniture. It has won the top ten software brands of Chinese furniture and the top ten mattress brands of Chinese furniture. It has a certain influence and popularity in the Chinese soft furniture industry.
Mr. Geng Shanping, General Manager of De Gaulle Marketing Center, is interviewed exclusively by GO Jiaju
Mr. Geng Shanping believes that brand building should start from two aspects, one is "inner strength" and the other is "outside attack". "Inner power" refers to product development and product quality, and "external attack" refers to talents and services.
First of all, in terms of product development, Mr. Geng Shanping said that he cannot follow Guangdong, at least he should keep pace with it or lead it.
Secondly, Mr. Geng Shanping talked about the quality of the products as all the roots. Therefore, for so many years, the failure rate of De Gaulle's products has been maintained at a very low level, basically controlled within 3%.
Again, it is talent. Mr. Geng Shanping believes that for production-oriented enterprises, talents mainly refer to designers and marketers.
Finally, it is the service aspect. "The phone calls of all our staff are open 24 hours. If the dealer encounters an unsolvable problem, we will drive to help him solve it as soon as possible. In addition, our customer service calls will be transferred to multiple interfaces, and Not alone. "
De Gaulle Furniture Show
Mr. Geng Shanping said this about De Gaulle's future planning.
First, the Haian project went into operation. "After being put into production, our factory will cover an area of ​​more than 200 acres and the plant area will reach about 70,000 square meters, which marks that our entire production capacity, scale, indicators and other aspects can reach a new height."
Second, establish a brand operation center. Mr. Geng Shanping said: "Because some workshops on the headquarters side have to be moved to Haian, some of the factory buildings in the headquarters will be vacated. We want to use them all as exhibition halls. Not only show our own products, It can be a brand operation center. In the future, we will have European-style exhibition hall, solid wood exhibition hall, panel suite exhibition hall, plus the original software exhibition hall. There will be 7 floors in total , covering an area of about 6,000 square meters.
Third, become the Red Star War League brand. At present, most of Digole ’s specialty stores are distributed in some local stores, and the proportion of such stores as Red Star and Moon Star is only about 30% . Rate, Mr. Geng Shanping said that he would consider becoming a Red Star's Zhanmeng brand next.
Article Mercure Suzhou Furniture edited by the original editor go good.
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