Luo Mingqing, General Manager of Hong Kong Masters Furniture and Personality Division
[Reporter] Hello Luo! Why did you choose to join the designer furniture? If you are attracted by a famous person or corporate culture, can you share with us the story between you and the famous artist?
[Luo Mingqing] First of all, I am very happy to accept our interview today, thank you for providing this platform for me.
When it comes to joining Hong Kong's famous furniture and furniture group , in fact, in the beginning of 2008, a friend introduced to the famous master craftsman and the chairman of the famous director Dong Xiaobo . I came back from a coastal city. I have been engaged in real estate and building materials industry in Chongqing for nearly ten years. I have been doing brand building and brand promotion, and I have always cared and paid attention to the growth and development of this brand. Before I went to work for the famous folks, the company has been extending an olive branch to me and invited me to join their brand development plan. Based on this enterprise and the brand's understanding for so many years, I believe that this brand has experienced so many years of internal cultivation, quality and employees are constantly growing and improving, now it is time to go to the market and family this stage, but also It was time for me to join the famous folk art, so I decided to join the master craftsmen to do the folk products through a week of in-depth communication and understanding with the famous chef and the chairman. The first reason is that I have been doing this for many years. I have been in the real estate and building materials industry for almost ten years. Second, the personal charm of Chairman Dong of the Masters Enterprise is very much recognized and appreciated by me. The third is that our respective values ​​are the same. I thought that everyone at this age would not easily choose a business, and would not easily give up a business and a brand. Joining the Hong Kong Masters Group, I believe in my choice, I believe this will be a win-win situation. I am even more convinced that I have this comprehensive ability and strength to build a master craftsmanship team and to make the famous brand a large and medium-sized city across the country, so that more middle and high-end consumers can understand and consume our famous brand.
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[Reporter] You have very rich experience and high reputation in the home furnishing industry. What do you think is the core concept and the most critical factor for a brand?
[Luo Mingqing] The popularity is not discussed. It is only involved in the industry for many years. I personally think that a company and a brand should develop. The company must have a good corporate culture and leadership, and secondly, a very good team. Brand?---There must be a good quality guarantee and word of mouth + service. Finally, the goal of a company's development strategy in the development process + the idea must be clear, the goal must be very clear. Any brand quality must be excellent, to withstand the test of the market and consumers, whether the product brand can meet the relevant standards and requirements of the country and the industry, there is no originality and innovation in the research and development and design process, and the famous craftsman Already have nearly 100 design patents. This point has obvious differences with other brands, so I said that having its own patented products is one of the core of corporate brand development.
The master's products are mainly solid wood in Europe and America. More than 90% of the raw materials are truly imported. The production machines and equipment of the famous factory are imported from abroad. In addition, we guarantee that all the famous products are produced by the famous factory and there is no leakage product. Most of our equipment and workers have come back from Zhejiang and coastal cities. More than 85% of the workers are engaged in the furniture industry for ten or even decades.
The most important thing is that we also have a dedicated R&D design team with more than 20 people. They specialize in the original design and development of the famous products and brands. This is not much in the furniture industry. It is not easy to have such a R&D design team.
[Reporter] Hong Kong master craftsmanship from the high-end furniture supplies for hotels above five-star hotels to the civilian products market, how do you position the corporate brand? How does this positioning adapt to the current market competitiveness?
[Luo Mingqing] I officially joined the Hong Kong Masters and Crafts Group in February this year. Now I have fully taken over the work of the Masters and Civil Products Division. I have done a detailed market research on the company, famous products and the market, and the development prospects of the Masters and Civil Products Division. The target mission, team building, and the strategic development planning and branding plan of the business unit are already under implementation. The development of the brand and the positioning of the brand are very clear.
The Hong Kong master craftsmanship is Chongqing Zhancheng Furniture Co., which is dedicated to five-star hotel furniture, and is now the folk furniture. For the hotel, we have done very well. Some hotels in China and Asia have more than five-star hotels, and the presidential suites are using and consuming our civilian furniture. It has been very enjoyable to cooperate for so many years!
In the next few decades, the development of master craftsmen, the consumption of light hotels is far from meeting the development needs of enterprises. The consumers of this part of the hotel cannot form a brand concept, and consumption will have limitations. At present, although the famous craftsman has a production line of over 100 million products, there is no brand influence, no popularity, that is, no added value, and ultimately it is impossible to upgrade the brand of the master.
At present, we have only solved the employment and survival problems of hundreds of people for the government, but the corporate brand has not been upgraded, and the popularity is far from enough. Therefore, I only recommend and ask the board of directors to study and decide. From 2012, the official furniture products will be officially moved. The civilian product market is positioned as a medium-to-high-end European and American classical solid wood furniture, guaranteeing quality and service, enabling Chinese mid- to high-end consumers to enjoy the true European and American classical solid wood high-end brands.
When it comes to how to adapt to the competitiveness of this market, we officially released the information that the famous furniture will go to the national market at the press conference on February 16, 2012. Now we are implementing a complete brand promotion development plan, brand development. Take three steps;
The first step, this year we are going to open 5~6 direct sales stores in Chongqing. Chongqing and Chengdu are all in the form of direct sales stores. It is mainly based on the Southwest, and the direct development of Chengdu and Chongqing is the core development goal of enterprise development.
In the second step, we will borrow the ship from Chengdu and Chengdu to enter the local large-scale home store such as Red Star, Really, and Longhu Moco. The master's products are in line with the positioning of these stores. There is also a good news here to tell the netizens of Sina.com that the famous artist's brand has entered the list of actual headquarters. After the senior leaders came to the factory to taste the products, let our brand directly enter the B products of the headquarters furniture. And I am also very confident that after a year of hard work, we can smoothly enter the actual Class A products. However, during this period, the 800-square-meter store in Chengdu is being renovated and will be officially opened on May 1. Stay tuned.
The third step is to ensure the environmental protection, technology and raw materials on the basis of channel construction in the country. It is mainly based on Chengdu, covering the national market, coastal cities and some second- and third-tier cities. At present, many dealers have visited the factory and signed a cooperation agreement. Our goal is to go from the southwest to the coastal areas of Jiangsu, Zhejiang and Guangdong, and then to some provincial cities such as Anhui, Henan, and Hebei.
The above is the future development of the master craftsmanship and the layout of the products. Here, I will send an invitation to the national home furnishing enthusiasts. If you are looking for a brand, you are welcome to pay attention to the famous craftsmen. You are welcome to come to the factory for a field trip. We must ensure that while ensuring quality and brand, and guaranteeing the production cycle, you can rest assured that this year's preferential policies are very large, ensuring that you can make money and develop positively.
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