Yan Yongmin, General Manager of Knightl Furniture Co., Ltd. [Reporter]: Hello, everyone, the guest who was interviewed today is Yan Yongmin, the general manager of Knightl, and welcomes Yan. I know that our brand is constantly improving in Beijing and even in the country. Please recall that in the past 2011, the furniture industry is experiencing some challenges. What is our perception of the market and overall performance? [Reporter]: Is this the goal for next year?
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[Yan Yongmin]: After November 2011, the overall market environment is not very good, and it has a certain impact on the furniture industry. For Nettle, we have successfully completed our established goals in 2011.
[Reporter]: Looking at the analysis and performance of the market, what kind of change do you think will happen next year?
[Yan Yongmin]: I personally think that there is no prediction or the like. Regarding the furniture industry, this problem has already begun to exist, and the situation must have been seen. But this year's real estate policy in Beijing is estimated to be good friends, and our consumers have already seen it. Basically, it has begun to loosen. This is a good situation.
Any industry that has experienced this event is expected to be more mature and healthier. If the industry develops in this respect, it must be wrong, especially in the furniture industry. I think the furniture industry still belongs to the sunrise industry.
[Reporter]: Do you think that for the whole of 2011, what do you think is the most successful one, or what is worth sharing with you?
[Yan Yongmin]: For us, we believe that the success we have made is that we have a very good team, we have set very good goals, and we can all go towards this goal. This is our 2011. The most fundamental problem of accomplishing the goal.
Whether the company's leadership is good or the team is good, it is necessary to adjust your strategy in a timely manner, including any marketing tools, content management, timely adjustments, and cater to the current market. This is like fighting in the past. "There will be no military life in the foreign army." According to the established plan, the task is completed, and the furniture industry is the same.
[Reporter]: Actually, the team you mentioned just now is actually a talent. Now many companies are asking about the topic of “labor shortage†every year and the beginning of the year. I want to know about this. For enterprises, how do you control the high-end talents and the low-end talents?
[Yan Yongmin]: Our company should be 24 years in 2012. Of course, 24 years is not very good for us to do business, so we intend to cross 24 years and directly call 25 years. We are a company established in 1988, because now many employees in our company have followed us for more than ten years, including our seniors who have followed us for more than ten years. No matter how ordinary our employees or senior managers are, this kind of mobility is not big. The reason is that our chairman, Mr. Xue Yuming, has been asking us for more, that is, we must be more humanized. Of course, enterprises must have a system. Under the premise of institutional constraints, they must be more humanized. Often when employees earn a certain salary, it is not a question of wages. It is related to his mood in this environment, so we have to create a good life job for our employees. Such an environment can retain talent. Simply paying to keep people, it is estimated that you can only stay for one year, because people's desires are endless, so it is necessary to strengthen this kind of governance, and the cultural construction of enterprises is more of this kind of humanized management, in order to retain Talent.
[Reporter]: Did you find some corresponding business opportunities in 2012, and will there be some adjustments in our policies?
[Yan Yongmin]: This is the case in 2012. We have already reached some projects because of the summary meeting of sales, including the idea of ​​2012. The first one about the Beijing market, not to look at the 2011 market, we have predicted that the first half of 2012 may not be ideal, but for our company, we still need to increase our sales target, in Beijing as a whole, In foreign countries, the overall increase should be at least 30%.
[Yan Yongmin]: Yes, it will not lower the target because the market is not good. Because our company has a five-year goal, you have to go up every year, otherwise your five-year goal is impossible. So how do you accomplish these goals? It is necessary to take some measures, we can not sit in the office, etc., but also follow the original model.
Therefore, I personally think that this furniture industry should change the existing strategy in the current situation. The second is to grasp internal management, from management to efficiency. The key is how to grasp the problem, whether it can really be profitable. To eliminate waste, including the use of raw materials, but also to ensure quality and quantity.
The second is to open up, why do I say that the furniture industry is still a Chaoyang enterprise? Because we measure our overall market in foreign countries, there are probably less than 200 stores now, so we reasonably say that adding another 100 stores and 200 stores should be no problem. Then a store we count the number, how much a store increases, can complete our 30% task, I think it should not be a difficult problem.
How do you support our dealers? First, let them live, and secondly, on the basis of living, you have to let him make money, because dealers and manufacturers are a community of interests. If he does not make money, he must be the first to evacuate first? It’s just that your product is no better, no use, no one sells your things, so we must support the dealers, including the support of the staff, the adjustment of the store, the support of the products, all the support must be changed. The idea, and then push forward further, is to push forward the dealer again, I think 30% of the task is still not conservative this year.
[Reporter]: For 2012, some furniture companies may want to give the store a preferential condition. Some furniture companies may start to get involved in e-commerce or independent stores, etc. Then I want you to analyze for us, from two aspects, one What are the main crises we face in 2012? The second is the opportunity for us to compare comparative advantages?
[Yan Yongmin]: I think there is a crisis, I have to have this kind of crisis consciousness, but I can't stop because of the crisis consciousness, and don't go forward. To have this kind of awareness, this sense of urgency must be in order to motivate your business to move forward, so I feel that there should not be too many problems.
[Reporter]: But what do you think the furniture industry is currently facing, such as other difficulties, its channels, this kind of innovation of products or the reserve of talents, or the management of enterprises, etc., which do you think are now? What is the trickiest at the moment?
[Yan Yongmin]: I think the business model changes, that is to say, the change of your marketing model, you must make adjustments from time to time. In fact, these aspects of talent are secondary. Because if a good company, including many people in Beijing, has done a lot of furniture for many years, a lot of ten or twenty years, I think it is not very important about talents, this is every business has every In a company-specific situation, the culture of each company is still different. I personally think that in the current situation of 2012, we must reform this sales model, and whoever changes it first will profit first.
[Reporter]: We will continue to pay attention to some innovations on our side. Perhaps on the Soufang side, our cooperation has been very smooth and successful. In 2011, we also launched a decoration gang, and some new projects into the community, so can you take this opportunity, I hope you can give us A large number of netizens, as well as some friends who care about Natel, sent a new Chinese New Year greeting, and also put forward some new opinions and suggestions on the search.
[Yan Yongmin]: This year is indeed very supportive to our company, thank you for your support to our company over the years.