Honolulu Marketing Director Ma Jingjing Leather Chair,Leather Lounge Chair,Leather Desk Chair,Brown Office Chair Feat Top International(China) CO.,LTD , https://www.ft-project.com
Reporter: In 2011, it has suffered unprecedented pressure on the home furnishing industry. What do you think about the development of the home furnishing industry this year? If you give keywords, what are your keywords?
[Ma Jingjing] I think there are two key words: "cold" and "change". After the rapid development of the home furnishing industry, this year, because of the regulation of the national real estate policy and the influence of market conditions at home and abroad, it is indeed not as fast as before. Many home furnishing companies have also encountered unprecedented difficulties. For example, this year's 11 sales situation is unexpectedly ordinary, many peers will feel that the industry is relatively cold.
As for the change, it is because of some traditional business models. By the end of the year, its advantages have been exhausted. In such a market environment, companies are exploring new business models, and some new business ideas may have a great opportunity in them, so this is called change.
Reporter: Then you just talked about the change in the middle. What adjustments did Honolulu make this year?
[Ma Jingjing] We are actually quite special, because we are a very new company in Honolulu. We really started doing home in 2009. In fact, the whole market has started to change a lot since that year, and we have not taken the traditional model from the beginning. We didn't start in the store but opened an independent store. So it should be said that our business model has been very different from some traditional companies from the beginning. Therefore, it is also a dealer but we may be playing more freely. We have also adopted some relatively new models, mainly independent store distribution models. We will concentrate a lot of brands in our independent stores, and then we will pack them for sale. In addition, we can have a better adjustment in terms of selling price. We are always very flexible according to the market conditions. method of sales.
In addition, in terms of specific strategies, we are also different from other homes from the beginning, because we are not in the store, the first thing we encounter is the customer source problem. Our natural passenger flow is very small, so we have to be marketing. Think of a lot of ways to take some very new marketing models. For example, we will pay great attention to the investment in the network from the very beginning. It is a very new model for the home industry, promoting it online, even including direct sales online. Also cooperate with many websites including SouFun to promote our brand and promote our stores.
Reporter: When Honolulu first entered the home furnishing industry, it was different from other retailers. In such a market environment, it can be said that it feels the coldest, and the most personal experience is probably the retailer. What kind of retailer do you think can survive better and what qualities do you need?
[Ma Jingjing] First, it is necessary to have a broad idea and a flexible business model. In addition, at this time, many dealers and retailers may need to shrink and control their own operating costs, at least to ensure that we can survive in the cold winter. When the winter season is over, everyone can seek the next development, otherwise it would be a pity if you withdraw from the market at this time.
Reporter: Actually, there are two trends in the industry. One is to seek stability, and the other is to seek newness and change. What you said just now is the strategy that is more inclined to stabilize?
[Ma Jingjing] Of course, it is stable and change. These two can't be put, but when it comes to change, many new business methods also take a while to explore, so we must first be safe and take this time a little longer. So, I have a lot of opportunities and time to ensure that I can save my husband before the new opportunity comes, and then it is possible to say that we can make it work in a flexible way.
Reporter: 2011 is nearing the end of the year. How do you evaluate the development of Honolulu this year?
[Ma Jingjing] We are still in a situation where the overall market environment is not good this year, but we still have growth, and the growth rate is still relatively large. But before next year, we may have to control our own development speed and strengthen our internal strength, including our products and services, to improve our own level. This may lead to better development in the future.
Reporter: What new ideas will there be in the new marketing channels next year?
[Ma Jingjing] On the one hand, we want to increase the propaganda of the investment in the network, and then on the product, we are striving to launch better and newer products, which are more suitable for the whole market and consumers' favorite products.
Reporter: What kind of trend do you think the market next year will compare with this year?
[Ma Jingjing] I think it is not good to say what will happen next year, but I think the whole home industry will change from a rapid development to a stage of steady development. After all, the house has not sold so much now, then everyone will switch from an explosive demand to a normal demand, so that we will expand rapidly during the explosive growth, but in the future it may need to be more intensive. Targeting different sales groups more accurately, and then making existing products and services better, so that market competition can gain a place.