Wu Jingnian, the general manager of the people's wardrobe, has developed rapidly in less than ten years. [Reporter]: Mr. Wu, hello! Thank you very much for accepting our interview. First of all, when does Wu always contact the wardrobe industry, what was the industry situation at that time? [Wu Jingnian]: I started to make cabinets in Europe in 1996. At that time, cabinets were new things in China, imported goods, and came from abroad. At that time, the Chinese did not have any idea about the cabinet. It was the stove, the cement stove, not to mention the countryside. The city is also a cement stove. The home may be paved with natural marble. At that time, Europa began to introduce the concept of cabinets. After more than ten years of development in China, cabinets are relatively mature, basically household names, especially in cities, first-tier cities like Guangzhou needless to say, second and third line to buy Consumers in commercial housing can basically accept the concept of cabinets. At the time, the wardrobe and the cabinet were also imported, but it was not that there was no wardrobe in China. Some people in the wardrobe now called the whole wardrobe or the wall-mounted wardrobe. It is a custom-made wardrobe concept. When we were young, there were wardrobes at home, what kind of wardrobe? The earliest was to let the carpenter use solid wood, or a wardrobe. The concept of the wardrobe is also a wall-mounted wardrobe. In less than ten years in the country, it is slowly growing. These years may be a process of rapid growth. Ten years ago, it was the introduction of brand and product concept. The earliest wardrobe in China should be Guangzhou Sophia, the first to introduce the concept into China. Sophia entered China around 2000. After almost ten years of development, there are many wardrobe brands. Basically, every family has a wardrobe, or a wardrobe, a solid wood or a wardrobe bought in a furniture store, or some new house, called a decoration company customized at home, that is a deck, large The core board is made of cabinets. Now the wall-mounted wardrobes and the whole wardrobes have been introduced into China through Sophia. After ten years of development, there may be about 100 wardrobe brands in Guangzhou, and there may be more in the country. However, the national market is generally a production area in Guangdong, Shanghai is a production area, Beijing is a production area, this is the main production area, I think Guangzhou may be a little bigger among the three, others like Chengdu, I guess it is Small production areas, there are not many manufacturers, most of them are mainly in Guangdong, and then there are some in Shanghai and Beijing. The people's wardrobe began to enter the wardrobe industry in 2004. At that time, we also did market research. In the Guangzhou market, customers who bought commercial housing in general, in 2004, less than 10% of customers could accept custom-made wardrobes outside. 80-90%, or 70-80%, is customized by the decoration company, and about 10-20% is ready to be sold in a large furniture store, which is probably the ratio. At that time, the custom wardrobe may be about 5%. Generally speaking, it is a high-end customer who can accept custom wardrobes, overall wardrobes, and wall-mounted wardrobes, because the price is relatively high. [Reporter]: Just now you said that you started out as a cabinet and later turned to the closet. Why do you have this idea? Is it optimistic about the wardrobe industry or other reasons? [Wu Jingnian]: It is optimistic about this industry. At that time, it was relatively a new industry. At that time, when the cabinet industry was used, the cabinets were also emerging industries. We saw the development of cabinets, but found that the wardrobe industry, the wardrobe and cabinet should be customized. Customized services for customers. The market's prospects and growth are very good. We have found that the five-year discovery is a rapid growth process, and it may be that the curve is rising. The development prospects of the wardrobe industry are infinitely original and creative to become a new win. [Reporter]: The wardrobes I saw when I was a child are relatively simple, or they are not customized. They are all bought and bought at home. Now I find that the wardrobe is generally Customized, and more personalized, more fashionable, what events in the development process make the impression particularly impressive? [Wu Jingnian]: The original wardrobe basically has no individual needs. Although there are solid wood, solid wood has high-end, mahogany, but there is no modern atmosphere. Now it is especially like home decoration. It is very fashionable and very modern, especially the western trend. It has a great impact on China. Everyone is pursuing fashion now. Some Western lifestyles are affecting China. Substance has a great influence on us. Therefore, the imported items such as cabinets and wardrobes are accepted very quickly, but they are indeed in line with people's pursuit of fashion life. Like what you said when you were young, things are more monotonous and practical, but they are not fashionable. They can't satisfy people's aesthetic needs. Because the production is constantly improving, the aesthetic and spiritual needs are also improved. The original old-fashioned wardrobe can't meet the demand. Therefore, the development of the wardrobe is in line with people's pursuit of fashion life. [Reporter]: I have seen celebrities or entrepreneurs in the wardrobe industry. They all think that the development of the wardrobe industry has unlimited potential. How do you understand it? [Wu Jingnian]: Now these people in the industry say that the wardrobe has a market weight of 400 billion yuan a year. At present, I estimate that it is still not up to date. It is only a forecast and expectation. In 00, Sophia introduced the concept of the whole wardrobe to China. At that time, only about 5% of high-end customers could accept it. Now the proportion has risen to about 30%. The mainland market is still small, and the Guangzhou market is relatively mature. If Guangzhou handed over 30,000 houses a year, there may be nearly 10,000 customers who can accept the wardrobe. Now 50% of the customers still choose to decorate the company, but their proportion is falling, and our proportion is rising. There are still 10-20% of customers who are still buying in the big stores outside, they are basically maintained. The decoration company is custom-made in decline, and our customization is on the rise. [Reporter]: According to your understanding, what kind of changes have occurred in the manufacturing process of the wardrobe? [Wu Jingnian]: One is in the choice of materials. Now everyone is pursuing green environmental protection. This is the most important. Apart from environmental protection, various new materials, and the use of the wardrobe industry, some new models have also been added. New materials. Others If you look at a picture that is very beautiful, we want this picture to be used on the wardrobe material. Now there are a lot of wedding photos that can be sprayed on the board, in line with various personalized needs. In addition, the equipment and woodworking equipment have been developed more and more advanced, and the advanced equipment meets the requirements of the manufacturing process. Therefore, the feeling for the people is that the wardrobe is getting more and more beautiful, and the materials and processes are greatly improved. [Reporter]: If the cabinets are customized and the market demand is large, there is still a demand for information management. [Wu Jingnian]: These problems will arise because we are custom-made and different from households. Although it is industrial production, at the two ends, the first customer faces different needs for thousands of households and then converts them into mass production, including Installation, both factory mechanized production and classification into the customer's home, so many years of information production has also solved these problems, assuming a car, like Japan Toyota, Honda, a few million cars a year, but not It is said that a few million models are a style, there are many styles, and the style is personalized. For example, this device is better, this is almost the same, and it is also a custom process that continuously meets the needs of customers. It is this kind of training, wardrobe, The cabinets are also well trained, that is, the different needs of thousands of households are put into industrialization and mechanized production, and then the information classification management is given to thousands of households to achieve the lowest error rate. This is the characteristic of our production. People's wardrobe: low price, high quality and low management cost is the key [Reporter]: From 2004 to 2009, the people's wardrobe has been developing for more than five years. What major changes have occurred from the very beginning to the present? [Wu Jingnian]: The processing of the wardrobe is actually a traditional industry, but the products that come out are high-end luxury goods. In 2004, we directly passed high-end products through the people's wardrobe, turning it into a working class. Although it is a fashion product, we must let the working class accept it. This is the purpose of our founding. Through the development of these years, the output value of our company has also been turned over several times, and the development trend of the wardrobe is developing. Although our price is low, it is not the low price of the product, but we are the same as the big company in material selection, factory management and product control. But one of our products is based on the Guangzhou market. We have it in Guangzhou. All four stores are directly operated, there is no agent link. If there is a profit margin in the agent link, we can minimize the price. This is the business purpose of the people's wardrobe. On this National Day, I proposed one. Now I see that this kind of fashion is popular this year. If you go to the first-line brand, the price is very high. First-line brands are recommended for high-end products. We are making them now. Relatively speaking, the price is relatively low, because we said that we do not need huge profits, we are meager profits. For example, Cantonese people like to eat seafood, some high-end seafood like lobster, shark's fin, abalone, eating these things is generally to go to high-end restaurants to eat, those places only have, the big gear does not dare to enter, afraid that consumers can not afford. Eat high-end seafood, lobster, shark's fin, abalone can come to the gear consumption, our people's wardrobe to make these products, let similar high-end products, we may pay consumers less than 30% of the money than the market price, which means that consumers can Going to the big row also eats abalone, lobster and shark's fin. In fact, the taste of the stall is not bad. It is not that we have poor quality, the materials and materials are the same, and the workmanship will not be much worse, but we can make the price paid by consumers less than 30%. . [Reporter]: The key to winning the people is low cost and low profit? [Wu Jingnian]: With the big company, our cost may be lower, lower in management, but the material cost is similar, but our gross profit margin is controlled relatively low, then we have no business, all stores are direct sales. . Antique furniture is the development trend of reasonable prices into a winning point [Reporter]: At present, the development of the wardrobe industry is still in the early stage, do you think there is any shortage of the domestic wardrobe industry compared with foreign countries? [Wu Jingnian]: There is still not a lot of original products in the domestic wardrobe industry. The elements of fashion are still in foreign countries. Domestically speaking, it is relatively imitating. Why is the Guangdong wardrobe industry so developed? The Cantonese people are exposed to the outside, and the things they see will be imitated. But it is not that we can't be original in the future, because the originality is more in line with the living habits of our oriental people. Now some wardrobes are going to the antique nature, combined with the ancient Chinese furniture style, this is the future development trend. [Reporter]: What do you think is the key to the sustainable development of the wardrobe industry, and what is its future trend? [Wu Jingnian]: The wardrobe industry really needs to develop. It turns out that everyone has also had a meeting in the industry. It is necessary to abide by the industry rules. First of all, the materials must be truly materialized, environmentally friendly, and can not be deceived by consumers. Great loss. In addition, the wardrobe industry is developed by everyone. How do we make the industry bigger? It is not a vicious competition. We set a reasonable price. Our people’s wardrobes do not pursue high profits, but now some profits are high, and the industry is not What is good, the high profits cause less consumer groups, and there are still many people who accept reasonable prices. [Reporter]: Just now you also said that people who accept the whole wardrobe will gradually rise. Will this piece continue to rise in the future? [Wu Jingnian]: Certainly, I think we should reach the normal ratio, at least 50%. At least 50% of customers in the Guangzhou market can accept custom closets, 10-20% buy outside, maybe 20-30% still let the decoration The company did it and turned the ratio upside down. If Guangzhou has 30,000 suites a year, one suite is 10,000 yuan on average, 30,000 is 300 million, and if it is 50%, there are 150 million. Only the market in Guangzhou may have 150 million pure wardrobes. Some people do not only do home work. These, some people not only do wardrobes, bookcases, beds, may have an average of 20,000 yuan a household, so that 15,000 households on 300 million, the Guangzhou market has a production value of 300 million. The country is even more impressive. The immature market is now small, but it is slowly rising. [Reporter]: Ok, thank you very much for accepting our interview, thank you!
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