Ai Ruisi Wang Jing: Design and terminal enhance competitiveness

爱依瑞斯王静:小户型家具需求增多 更新性需求凸显

Ai Ruisi Executive Vice President Wang Jing

Renewable demand highlights


Q: What is the characteristic of this market in the Mid-Autumn Festival?


[Wang Jing] The Mid-Autumn Festival is definitely not the same as the "May 1st" and "11". The customer base is not so big, but we love Iris to use the Mid-Autumn Festival as "May 1st" and "11th".


[Reporter] I attach great importance to it.


[Wang Jing] Yes, we attach great importance to it. Then we will do stage and publicity activities in various shopping malls, including some LED screens in our store. The whole propaganda is in place. Through our cooperation with SouFun, other media, we are also very happy. And we love Iris to pay great attention to customer service. For example, our store has fruit, moon cakes, good Mid-Autumn Festival, drinks, and lilies, which create a good atmosphere. But overall, our performance in the Mid-Autumn Festival everyone's response is not very good, our first day sales are not bad, but we think it is still not ideal. Then we talked to the director of the furniture city to communicate with the overall market, because we are more anxious and not very good. But they told us that our family is the best, so we are also very confident.


Q: So in the upcoming "11", we will pay attention to it like Mid-Autumn Festival, or pay more attention to it. Is there more interaction with our consumers?


[Wang Jing] If we are "11", we will definitely pay more attention to the Mid-Autumn Festival, invest more, and make the publicity more extensive. For customers, we will have surprise discounts for new customers. Because the market environment is not very good, as we love Iris, we must also take the initiative to make sincerity, give customers a good discount, and have a buy-and-sell activity for new customers. For our old customers, in October, Ayres will give millions of gifts to customers in 2009. For example, 500 yuan of cash will be mailed to the customer's home. When he is "11", he can come and buy it. This piece was mailed to us after the Mid-Autumn Festival, allowing him to have a new cover, a new sofa, and so on.


Q: For consumers who bought Ai Ruisi products in 2009, it was just a cycle to update the product cover.


[Wang Jing] Yes, a cycle has arrived, and we love Iris to do a lot of customer feedback every year. We also did cover discount activities in 2007 and 2008, including the trade-in to buy furniture. We also do However, because some customers want to replace old furniture with new ones, we will give him a profit for those consumers who have bought Ai Ruisi products.


Q: Overall, there was a small blowout in March of this year. At that time, everyone was more confident. But in the next few months, the market is relatively cold, and then the Mid-Autumn Festival just mentioned is also okay, but not completely satisfied. Then do you think that the market demand has changed throughout the year?


[Wang Jing] I can see a little bit this year. This year, many of our sales staff also reflected that there are more old furniture changes. In fact, I think it is less new customers. In the past, there were more new homebuyers, and their purchase of new furniture may not highlight the needs of the old home for new furniture. This year, there are fewer customers, and these updated requirements are highlighted. In addition, there are also a small number of small units. Like our sofa is a small corner sofa, it will be a little more, then we will set some wedding packages, small packages, and more humane, so that he can buy this service at the same time.


Q: Actually, when I interviewed Fan Zong, he said that in the past two years, one of the problems that we love Iris is very concerned about the protection of housing. The housing type of the housing is generally smaller. Just now you said that a large part of our demand is this small-sized apartment. Is there a certain relationship with this social housing?


[Wang Jing] still has a certain relationship. To tell the truth, many rich people buy big houses. Now the real estate market is regulating. The rich people don’t buy big houses. Many affordable houses enter the market. Certainly, some small-sized sofas are needed. . We will have more small-sized sofas this year, and the discounts will be relatively large.


Design and terminal enhance competitiveness


Q: In fact, from the perspective of various stores, the brands in the recent stores still have some changes. I don't know if you have any big changes in the software layer.


[Wang Jing] In this year's software, we love Iris has always been very confident, because we put the customer first, we are the most comfortable sofa, the style is also rich, the color is also rich, it can be said that it is synchronized with Italy. popular. The second is that many small brands in this software appear frequently, and we have always been doing quality. Some people may think that it will affect our business, but we are not worried, because I believe that consumers are willing to pay for a good brand, good quality things, low prices do not mean that things are good, this We are still more confident in terms of aspects.


Q: In a market where the market is not particularly good, many companies are adopting a strategy of cost reduction, and design can be said to be a very important part of cost. Ai Ruisi has always been very willing to pay for design. Like this year, we are constantly introducing new products. What do you think is the role of design in our software home competition?


[Wang Jing] Ai Ruisi's products are very rich. Every year we will introduce many new products, just like we buy clothes. Let customers enjoy different styles at the same price. Therefore, the cost of our design has never been reduced. For the design of furniture, even an atmosphere of furniture stores, we are constantly investing.


Q: But we are designing to give consumers more choices and to enhance our continued competitiveness.


[Wang Jing] Yes, yes.


Q: In fact, the successful brand in the terminal is a successful commercial brand, and many companies are constantly focusing on the terminal. What has Ai Ruisi done in recent work or what plans are there in the future?


[Wang Jing] In this case, we have recently cooperated with all the units that can cooperate, because we love Iris to launch the European EGGER bed this year, which is a very big improvement for software. Now our bed sales are larger than the sofa, because many customers are a set of two sets of sofas. After we launched this year's Aegis, we have promoted the sales of our beds. EGGER plates are also very environmentally friendly, so we are very competitive in this respect. You ask us about our future plans. I believe that as a brand of Ai Ruisi, we must pay attention to our quality and service to provide better products and services for our consumers.


Q: Actually, you just mentioned that the family is a two-bed sofa. In fact, we have also conducted surveys before. The survey results show that consumers are most willing to spend two parts of the product, and part of the bed is a sofa.


[Wang Jing] Yes, it can be said that the market for leather beds is not very competitive now, and the demand is not small. I believe that our leather beds will be very good in the future.

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