Qi Xuanhe, Marketing Director of Beijing Runcheng Chuangzhan Wood Co., Ltd.
[Reporter] Dear friends, Hello, today is the marketing director of Beijing Runcheng Chuangzhan Wood Co., Ltd. Qi Xuanhe. Welcome Qi to the studio and say hello to our netizens.
[Qi Xuanhe] Good afternoon, everyone, I am very happy to borrow this treasure to communicate with netizens.
[Reporter] Baidemumen is a brand owned by Beijing Runcheng Chuangzhan Wood Industry Co., Ltd. First, please introduce the history and development process of the brand.
[Qi Xuanhe] Baidemumen is a wooden door brand owned by Beijing Runcheng Chuangzhan Co., Ltd. Runcheng Chuangzhan Wood Co., Ltd. was founded in 2004 by Weicheng Group with an investment of 30 million yuan. Doing engineering, focusing on real estate facilities and banks and office buildings. It was one of the best brands to do engineering in the Beijing market. We specialize in interior decoration wood system: R&D, design, manufacturing, sales and installation of finished wooden doors, decorative panels, wardrobes, wall cabinets and bathroom cabinets, providing complete pre-sale, sale and after-sale service.
Recently, we are promoting the retail market, from the engineering market to the retail and home improvement, to create a high-end wooden door brand and strategic brand. This year we are exhibiting, in order to implement this concept, including today I am visiting the house to promote the brand.
[Reporter] What is the reason for the change in positioning? Is there an opportunity to make this happen?
[Qi Xuanhe] Do not do retail sales, there will never be a brand. But after the retail channel is completed, it will be easy to enter the engineering channel. Because of this, we are promoting strategic transformation.
[Reporter] So far, how are the retail and engineering channels of Baidemumen distributed?
[Qi Xuanhe] The current retail channel is divided into several parts. In Beijing, retailing we do it ourselves, mainly in the home of the real estate. The current channels are mainly based on the North China market, especially the cities around Beijing, such as Tianjin, Hebei, Shanxi, Shandong, Henan, Liaoning, and Inner Mongolia. We are a customized industry, the factory can not be too far from the market, otherwise the cost of service and operation will increase, and the quality of service will decline because the cycle is long.
We will divide China into several regions, set up market bases in each region, and serve nearby. Because our brand strategy is “the best brand to serveâ€, this is a problem that needs to be solved in planning. In terms of China's current situation, the implementation of standardization is very long. In terms of marketing, custom marketing itself is an advanced method. Many high-end luxury brands have a special acquisition, so this strategy will test your management level.
[Reporter] What is the brand connotation of Paterson?
[Qi Xuanhe] Our target market positioning is two types of people, one is the success class and the other is the fashion family. Our connotation is the concept of “innovative taste life†and taste luxury. The function and appearance of the product are unified and harmonious. We use the most advanced modern design concept, the exterior is simplified, and the materials and materials are aesthetically pleasing and less decorative. However, our dosage and workmanship are very fine, reflecting the simplicity and exquisiteness of highly industrialized products.
[Reporter] The chaos in the wooden door industry, no market share of a brand can exceed 1%. In the face of this market environment, what is the core competitiveness of Baidemumen?
[Qi Xuanhe] The wooden door industry is an industry with low technical and capital thresholds. It is still in the growth stage. The management level of industry managers is generally not high, and the industry is generally facing serious implementation problems. Because the internal management is not enough, it can only be hyped. This is an important reason for the “chaos†in the industry. The most typical phenomenon is low customer satisfaction.
For Paterson Doors, we have two core competencies: one is management, and Baidemumen pioneered the operation process of scientific customized wooden doors based on the Six Sigma of the United States and can carry out the process without compromise. The 3S operation management mode ensures that the responsibilities of each business department are clear, and the upstream and downstream departments hand over the specifications to achieve seamless docking.
Each of our production processes is based on the operation instructions, and establishes a quality management system from product development to design, raw material procurement to each production process, finished product inspection, and quality control to ensure that the quality of the products is qualified and can be timely. Delivery, and achieve a successful installation, sales and after-sales service in a timely and fast, become the best quality, best service wooden door brand in the wood door industry.
[Reporter] What is the planning of Baidemumen in the construction of the distribution network? What is the scale of production capacity?
[Qi Xuanhe] The distribution channel of Baidemumen adopts the sales strategy of joining and distributing: the company provides the brand and products to the dealers who join, the full investment of the franchisees, the establishment of franchise stores for operation, independent accounting, self-financing, in the image And management accepts the management and supervision of the company to establish a distribution network. The recent plan is to establish distribution networks in neighboring provinces and cities in Beijing, such as Tianjin, Hebei, Henan, Shanxi, Liaoning, Inner Mongolia, and Shandong. Because the customized product market can't be too far from the factory, the transportation cost and service cost will be greatly improved, and the service quality will be degraded.
At present, the production capacity of Baidemumen can reach 60,000 baht per year.
[Reporter] As a group company of Baidemumen, Weicheng Group has its own real estate company and decoration company. How do you view the importance of the industry chain?
[Qi Xuanhe] A mature industry, the upstream and downstream industry chain must be closely cooperating, in order to reduce costs. We should also take the big trend of the industry.
[Reporter] In your opinion, what is the growth point or “opportunity point†of the wooden door industry in 2011?
[Qi Xuanhe] Strictly speaking, there is no brand in the wood door industry. The “opportunity point†of the industry is of course how to make the brand stand out in a mess, let consumers know the Paterson door and recognize our brand connotation. After the purchase, make the consumer more satisfied.
[Reporter] What is the development goal of Baidemumen within three to five years?
[Qi Xuanhe] At present, we hope to establish direct sales for the Beijing market and channel sales operation support system for the foreign market. The direct retail network covers the Beijing market, and the network of channel franchisees successfully covers first- and second-tier cities in North China, Northeast China, Northwest China and East China, with annual sales reaching 200 million yuan.
We hope that Baidemumen will become a brand with high reputation, unique brand connotation and high reputation, which will lay a solid foundation for Baidemumen to become a "Chinese wooden door".
[Reporter] Ok, thank you for accepting our exclusive interview.
[Qi Xuanhe] Thank you.
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