Oriental Parkson CEO Shao Xianqiang
Oriental Parkson, the scenery here is good
[Reporter]: Everyone knows that our Oriental Parkson has always been based on panel furniture. This time, solid wood furniture was introduced. Some consumers have doubts about whether we should shift the focus of development to solid wood furniture. Is there an idea?
[Shao Xianqiang]: This is what we are developing now. Our original panel furniture will be fully upgraded. Oriental Parkson has always been making panel furniture, and it is still the highest grade in China. Many consumers say that Oriental Parkson furniture is a bit expensive, but our consumers buy valuable goods, hardware accessories are different, the plates are all German plates, and then also with Italian hinges, track we are three Track, this configuration is currently quite high in China. Imported sheet A8 configuration is no longer needed, imported sheet, imported hardware, and then imported equipment, this we buy, the first is anti-corrosion, the second is to bring valuable collection. In 2011, Chinese furniture is still in full swing. For Orient Parkson, our three or four hundred dealers are still full of confidence. Because there are quite a lot of repeat customers, this year is still quite stable.
[Reporter]: How much did sales increase this year?
[Shao Xianqiang]: Our factory is still growing slightly. In other places, the weather is fluctuating, and the national monopoly is not good. The Oriental Parkson is still alone in the scenery.
[Reporter]: In the future, will our plate and solid wood be caught together? Will the plate launch new products next year?
[Shao Xianqiang]: Oriental Parkson is in the process of brewing. The German company is developing, and then there are several companies in the United States. Some of our woods are selected, and then our drawings have already begun. Two days ago, we went to Taiwan to order a piece of equipment. This equipment is ready. Once it comes out, it will be the first upgrade of China's first panel furniture. After the upgrade, the quality and other aspects are more durable, and the wood feel is quite good. This is expected to meet consumers in the first half of 2012, and should once again pick up the fashion storm of panel furniture.
"Good medicine, medicine is good" three principles of high-end quality
[Reporter]: We are also looking forward to our new release of the plate. Just now you mentioned the high-end market more than once, what kind of trend do you think the high-end market next year is? Or what is the high-end demand at this stage?
[Shao Xianqiang]: In the high-end market, we talked with many experts in the past two days. How did the trend of Chinese furniture develop in 2012? They all said that the two high-end and low-end developments are relatively fierce. High-end in China, China's wealth is growing, Forbes magazine can see that China's wealth is constantly growing, this is a big chunk. The other one, the low-end one is the affordable housing and affordable housing. The country has invested a lot of strength. This is also a big policy. This is very important.
Now for the low end, our Oriental Parkson does not want to catch this market, we still focus on high-end. Because a brand makes high-end goods, this difficulty is relatively large, and it is still relatively easy to make ordinary goods. High-end quality, including product design, quality, and overall promotion, this difficulty is relatively large and requires a certain amount of work. Therefore, the low-end temporarily has no such energy, can only give up, so must be high-end, high-end brands still need to integrate a lot of things inside.
[Reporter]: What do you think are the conditions for doing high-end products?
[Shao Xianqiang]: Good quality, we summed up three problems, the first is talent, the second is equipment, and the third is raw materials. There is a saying that "the medicine is good, the medicine is good." That is, talent first, basic equipment second, raw materials third. The talents are quite good, the basic equipment is quite good, the raw materials are not good, and it still doesn't work.
[Reporter]: So what are the high-end users of this Oriental Parkson's solid wood furniture?
[Shao Xianqiang]: High-end users, luxury black walnuts are generally successful people. For example, business owners, elites in various fields. Golden Maple is still aimed at white-collar workers. People who are fashionable and pursue quality of life should choose a little more from Golden Maple.
[Reporter]: I still have a problem, that is, our black walnut seems to be a rare and rare tree species. Will our series of products be sold in limited quantities every year? Do you have this idea?
[Shao Xianqiang]: Black Walnut is now raising prices every year. The first two days of CCTV reported that this is a valuable wood, a nobleman in the wood, this texture is particularly good. Now, after reading a lot of high-end consumers, we will go home and measure the size. There are many intentions, and we are optimistic about this product.
China does not lack furniture, lacks furniture; no shortage of brands, lack of high-end brands
[Reporter]: Not long ago, the top 100 opened a big shop. Now we have all kinds of products including solid wood, including the plate type. Is there any idea of ​​opening a big store in the future?
[Shao Xianqiang]: In the future, we will still integrate resources. First, we will open a large store and build a factory and buy equipment. This development cannot be fast. We have integrated it. China does not lack furniture, lacks furniture, lacks brands, and lacks high-end brands. It is crucial to break the existing pattern. Resource integration requires a global strategic vision. China's resource integration, our first in the future is research and development, and second, we need more craftsmen, global craftsmen to join the Oriental Parkson, and then we have to be a terminal to do their own independent stores. In the future, we will have more products. We need to open an independent store of 10,000 square meters to 20,000 square meters. You can't open a dozen series. Furniture may need more series, there must be inside, the product series is different, the style is different, and the marketing model is different. This can only be done after I have to integrate resources. I will definitely do this in the future.
[Reporter]: In addition to the furniture we have now, will it be developed in the direction of the big home in the future, including sofas and soft clothes? Is there such an idea?
[Shao Xianqiang]: After the upgrade of the panel furniture is completed, the sofa and the fabric bed will also be taken seriously. Fabric beds and sofas currently need two models in China. One is a streamlined design, and the other is combined with modern solid wood. This area is now a blank.
[Reporter]: Have an idea to fill this gap?
[Shao Xianqiang]: Yes, there must be innovation, only innovation can be local, and we must establish a sense of innovation. The development of an era will definitely require a group of enthusiastic young people. We must change the existing pattern, constantly innovate and constantly change. In fact, the essence of innovation is a change, which I personally understand.
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