Sanye Ye Zonghai: A model of value for quality products

For the Sichuan furniture industry in 2014, it is destined to be a year in the history of the industry. While the entire Chinese furniture industry is still trying to get rid of the market downturn and seek new development opportunities, Sichuan furniture enterprises have begun to rise against the trend and become a new bright spot in the development of the industry.

Since December 2014, Sohu Focus Home Joint Data Center has launched a special plan for “Chuanjun’s 2014”. Through interviews and investigations of leading enterprises in the Sichuan furniture industry, Yiye Zhiqiu, to show the Sichuan furniture company in 2014 Develop the status quo and be able to help the future planning of the industry.

Interview time: January 9, 2015

Interview location: Chengdu, Sichuan

Interview person: Ye Zonghai, general manager of Chengdu Sanye Furniture Co., Ltd. (Xianghe shop )

Hello, thank you for receiving our interview! The past year has been an extraordinary year for the Sichuan furniture industry. In your opinion, what is the special significance of 2014? And how do companies face changes in this situation?

[Ye Zonghai]: The overall decline of the Chinese furniture market has been going on for nearly three years. The signs of improvement have been very slow so far, and the shuffling is also one after another. In addition to dealers and manufacturers, the affected people also include many hypermarkets that used to be quite strong. I think that for some big brand manufacturers last year, there has been some growth, but not as fast as the first three or four years, and the growth rate is not so great. For some small factories and manufacturers without brands, it may be more difficult for him to operate.

For Sanye, in 2014, we have grown against the trend and have achieved good results. Overall, our performance last year increased by nearly 40%.

Because our furniture is based on the secondary and tertiary markets, the overall business has not been greatly affected, and the high-end customers have launched the Haigaolun solid wood brand. In terms of e-commerce, we have formed a team in the second half of last year and will start to work this year. This is also a trend in the future, we will integrate the online, online and offline linkage. We don't know how much sales the line will eventually bring, but after all, it can still do some supplements and some improvement in performance.

Xianghe Furniture City then the three leaves can grow against the trend, in addition to some of the just mentioned, what other reasons do you think?

[Ye Zonghai]: From the product point of view, in 2014, we attached great importance to the soft sofa. From design to quality, we followed the market trend. Our efforts have also been recognized by consumers. This growth is great.

In addition, Sanye has always attached great importance to product quality. From the aspects of raw material purchase, design and manufacturing, we strive to do our best and give the best products to our customers. For example, the sheet used in our furniture is a complete E1 formaldehyde-free green product. As far as I know, Sichuan furniture companies rarely use this kind of sheet, but we are using it all the way, and it has been used for many years.

From the management and the team, in early 2014, we held a special meeting to systematically further summarize the development experience and formulate the company's future strategy, and in-depth discussion of the objectives of the 2nd Five-Year Plan and the long-term development strategy of the Group 853. The company's strategy has changed, strengthening the training of employees, strategic adjustment of the market, partial implementation of the total generation and most direct operations. Strategic adjustments to the provincial planning, from the strategy to the implementation, from development to maintenance, lively and detailed training, the first to launch the TME marketing model (change the traditional sales model, from customer relations, market management, sales team The brand influences four dimensions to create a new model, and operates on the mobile official website, WeChat platform, APP, and finally allows customers to establish a thumb image from the heart), adhering to the "integrity, collaboration, hard work, innovation" 8 word policy, At the same time, vigorously advocate Xiaoxiao rule, Zhongxiao governance, Daxiao rule the country! Committed to creating a century of three leaves, inheriting filial piety culture! Filial piety culture is the root of the culture of Sanye!

What new actions will the company have in 2015, can you share it for us?

[Ye Zonghai]: In 2015, we will continue to strengthen the research and development of new products. Next year, we will launch three series on the panel furniture, and reported four major departments and one small series. In response to the upsurge of solid wood furniture on the market, we have specially launched a new product - the combination of solid wood and wood. This product has both the texture of solid wood and the price of sheet metal. It is a new product that is very suitable for mass consumption.

Another innovation is customization. The price of custom wardrobes on the market is very high. A wardrobe is between 1100 and 1500 per square meter. But our price is very close to the consumer, it should be customized at half the price of the market, and the quality, material, design, all the same.

The third innovation is high-end customization. We work with design companies, including hotel and villa custom furniture, we can all finish.

Xianghe Furniture City has a view in the industry that Sanye is a very low-key enterprise, and the products are doing very well, but the promotion of this piece has been very low-key.

[Ye Zonghai]: This is what we have been insisting on, that is, relying on products to speak. Why do you think Apple phones sell so well? The first is that its products are doing well, and then marketing. Some local furniture companies have done a very good job in marketing, but when you look at his products, they are going to follow the trend and imitate them. First of all, we must strengthen our internal strengths, do a good job, and then increase our brand promotion. At present, our internal management is very benign and the team construction is very scientific, so I am full of confidence in 2015. Xianghe Furniture City