In the past 15 years, Shanghai Yalun Furniture Decoration Co., Ltd. has loved the rustic style of rural furniture. With the patented technology of domestic hand-painted porcelain paintings, it relies on both export and domestic sales to win the market and win customers through two channels of specialty stores and agents.
Shanghai Yalun Furniture Decoration Co., Ltd. was established in 1998. Since its establishment, the company has gradually expanded its scale. From the initial export to Taiwan, the company has expanded to Asia and Europe. Currently, there are many specialty stores in major cities across the country. .
The Aaron furniture is rustic in style.
Operating product positioning:
Rustic furniture
The main products of Shanghai Yalun Furniture Decoration Co., Ltd. are solid wood furniture, panel furniture, office furniture, hotel furniture and various engineering support. The company has a professional design team, the first brand "Eden Garden". The furniture of the “Eden Garden†brand is mainly based on pastoral and rural styles, giving consumers a feeling of leisure and comfort.
The reason why Shanghai Yalun Furniture Decoration Co., Ltd. chose to design and produce rural style furniture was originally derived from the personal interest of Xu Dianjun, the chairman of the company. Xu Dianjun told the Commercial Daily: "At the time, there was no such furniture style in China. The other agency factories found by the company were doing some 'big road goods' furniture, and I liked this style myself, so I decided to do this kind of country style. Furniture."
In an exclusive interview with the chairman of the business newspaper, Xu Dianjun learned that Xu Dianjun was originally a Sanda athlete. He has come and went all the way. He has also experienced many things, which makes him hope to have a strong sense of belonging after returning home. In the pastoral life, there is a kind of relaxation. Therefore, Xu Dianjun has set his own “Eden Garden†furniture in the pastoral and rural style, which aims to bring joy and relaxation to the people who are tired for a day.
The reporter of the Business Daily learned that the furniture of the Garden of Eden is a kind of furniture with a distinct style and a simple and stable wood quality. The material is made of imported New Zealand pine wood, embedded in the hand-painted color porcelain with rich colors in the countryside. The painted porcelain depicts natural objects such as figures and flowers. Each tile on the furniture is hand-painted by a famous teacher, and the art is professionally fired. It is a warm and natural style that is both comfortable and casual.
Xu Dianjun believes that the country style is very close to life, giving people a comfortable and quiet enjoyment. Under the arrangement of this furniture, throwing a piece of clothing as if it is a piece of work, will not feel messy, but bring a kind of nature, Leisurely, no feeling of restraint. And some modern style furniture brings too much restraint to life, and the family needs to constantly clean up and organize.
Make money mode:
Domestic sales + export specialty store + agent
Xu Dianjun introduced in an exclusive interview with the reporters that Shanghai Yalun Furniture Decoration Co., Ltd. has dozens of specialty stores in the country, all of which are directly operated stores. In addition, the company has a special production base in Kunshan. As the first “village style†furniture manufacturing enterprise in China, Shanghai Yalun Furniture Decoration Co., Ltd. is expanding in the country in recent years.
The Business Daily reporter learned that the business volume of the Eden brand currently accounts for 70% of Shanghai's total business volume. In addition, Shanghai Yalun Furniture Decoration Co., Ltd. also does some hotel furniture and office furniture. This part of the business income accounts for about 30%.
The business of Shanghai Yalun Furniture Decoration Co., Ltd. is currently based on domestic sales, and the export business is also expanding. Xu Dianjun told the Commercial Daily: "The current export ratio is about 20%. The company is now mainly exporting to Taiwan, and plans to expand to Russia, Europe and other regions in the future, and expand the proportion of exports."
In Xu Dianjun's view, enterprises must rely on exports and domestic sales to walk. Although the appreciation of the renminbi will have some impact on the company's profits, companies cannot simply rely on domestic sales or simply rely on exports.
In fact, the development of Shanghai Yalun Furniture Decoration Co., Ltd. is not always smooth. At the beginning of the establishment of Shanghai Yalun Furniture Decoration Co., Ltd., because the company designed the furniture style is more advanced, so there are not many consumer groups that can be accepted, and the company has encountered some confusion. However, with the changes in the concept of consumers, such rural and rural furniture has also been recognized by more and more consumer groups.
Shanghai Yalun Furniture Decoration Co., Ltd. currently sells through two channels: specialty stores and agents. At present, there is no online sales channel, but in the future, products that are suitable for online sales will be gradually differentiated from products in the physical store. The furniture in the store will maintain a high-end line, with the whole set of sales and customization. Fully embodying individuality and its characteristics, online sales with the main goal of young white-collar workers, the furniture of Eden is reduced to zero, and refined products are refined for young consumers to choose freely according to living conditions. Through such a marketing strategy, consumers can be expanded more broadly, making Eden no longer a unique product for high-end people, and an important choice for urban white-collar workers.
Core competitiveness:
The first domestic hand-painted porcelain mosaic technology
It is worth mentioning that Shanghai Yalun Furniture Decoration Co., Ltd. starts with technology research and development, strengthens the quality of personnel, and continuously improves product quality. The company pioneered the domestic hand-painted porcelain mosaic technology, which is exclusive to the country and has patent rights.
Xu Dianjun introduced to the reporter of the Business Daily: "The hand-painted porcelain painting on the furniture is unique to our company. The company has a supporting factory for firing, and others can't imitate it."
As the only manufacturer in China that uses porcelain painting on wooden furniture, Xu Dianjun, the chairman of the company, also likes this feature very much. He was deeply influenced by Chinese traditional culture. He liked the design of traditional Chinese furniture. He was still a teenager. He often studied the hand-painted patterns or decals on many ancient Chinese homes. He started to create the Garden of Eden. He found that European furniture has similar characteristics. Therefore, the furniture of the Eden brand integrates European rural culture with Chinese classical culture. Xu Dianjun said: "China's core consumer groups are very focused on China's cultural traditions.
Xu Dianjun believes that as a furniture design and manufacturing enterprise, it must have research and development capabilities, but also to understand consumer preferences and needs, products must be able to adapt to the market. "Eden furniture is based on design concept and does not pay attention to price. The company generally conducts a cost calculation based on raw materials. If the company can consume the cost itself, it will not raise the price of the product; if it can't be digested, it will be mentioned. price."
In addition, Shanghai Yalun Furniture Decoration Co., Ltd. attaches great importance to the environmental protection of products. "The furniture we produce has more environmental protection standards than Europe. The company also dares to sign environmental contracts with customers. This is not much in the domestic furniture industry. If the environmental standards of the furniture produced by the company do not meet the national standards, then the company will The customer gives twice the compensation. "Only the company's products can win the trust of consumers, and only in this way can win their own survival and development space in the fierce market competition environment.
[Expert Review]
Featured products are
SME lifeline
Han Hanjun, Researcher, Institute of Economics, Shanghai Academy of Social Sciences
It can be said that the most fundamental one for enterprise products to participate in market competition is "features." The so-called "people have no me", "people have me excellent", in the end is mainly a "special" word. It is very difficult for companies to produce a product that is completely out of the market, unless it is a technological product that creates inventions. Therefore, the so-called "people without me" does not necessarily mean that products can not be produced in the market. In a broader sense, product styles, product functions, processing techniques, material combinations, etc. that are not available in the market belong to a kind of " People have no me," and its basic meaning is also characteristic. Therefore, SMEs' products participate in market competition, we must focus on product features. Shanghai Yalun Furniture Decoration Co., Ltd. can be said to have achieved great success in producing distinctive products.
The rustic country style is very suitable for furniture products, and the beautifully imported imported New Zealand pine wood is inlaid with hand-painted porcelain with rich rural colors. It is also a good example of the warm and natural, comfortable and casual country style. The success of furniture products is inevitable.
Products must have characteristics, and the truth is obvious. Everyone knows, but it is not so easy to do it. In fact, the product has its own characteristics, which are closely related to creative design and technological innovation. Creative and innovative are the business concepts and management methods that are highly respected by the industry.
The product has its own characteristics, first of all, the style is distinctive. The design of product style features requires the support of innovative ideas and creative ideas, which requires the efforts of entrepreneurs and their design teams. Of course, the style chosen for the design must also be suitable for the type of product produced by the company, and must meet the needs and positioning of the target market.
Second is the material has its own characteristics. There are many kinds of wood raw materials for furniture products. The selected wood types must conform to the product style characteristics and reflect the style characteristics of the products. In addition, the quality of raw materials must conform to the market positioning of the products.
Once again, the craft has its own characteristics. In addition to the style design, the processing technology is one of the ways to best reflect the characteristics of the product, and is also the most technical aspect. In addition to the need for a certain creative design, the unique processing technology requires the support of technological innovation. Moreover, through technological innovation, the company's own patented technology is formed, which not only makes the product unique, but also plays a protective role in product characteristics. Therefore, a unique processing technology innovation can become a magic weapon for enterprises to stand on the market.
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