Zhongshan Furniture Zhang Xingqin: Seeking Development in Change, Seeking Opportunity in Progress

Zhang Xingqin, general manager of Zhongshan Furniture

Adjustments in the face of adversity in 2012

[Reporter]: Some people say that the household enterprises in the year of 2012 will be sluggish. This situation will intensify in the second half of the year. Have we formulated some new market plans for this situation?

[Zhang Xingqin]: In view of this, our company's products will be repositioned. In the early stage, the consumer groups we covered were mainly low-end and middle-end consumers. This year we will adjust the high-end and European and American styles. Today we have a set of depths. The European series is a product that is launched for new market needs and customer needs.

[Reporter]: At present, everyone thinks that the grades of Southwestern home furnishing enterprises are not very high, and how do we make high-end products this year, how will we complete the transition from low to high?

[Zhang Xingqin]: At present, our Zhongshan furniture is aimed at the middle and high-end market in the whole industry, and has never done anything. First of all, we can see that our products are mainly engraving, so we have always insisted on our way from the past to the present. We will not blindly follow other companies. We have our own way as high-end custom furniture. Is the new way we will go in the future.

[Reporter]: Can you disclose the overall sales volume in the first half of 2012, how is the growth rate compared with the same period last year?

[Zhang Xingqin]: Sales were the same as last year.

At the exhibition site, it will attract new customers.

[Reporter]: What kind of new products have we launched today?

[Zhang Xingqin]: Our new products in the exhibition hall, solid wood hand-carved new products and European and American classical style furniture.

[Reporter]: What kind of goal is the exhibition expected to achieve?

[Zhang Xingqin]: We are striving to get more orders and try to open some new stores. At present, we can win a lot of customers, because we are targeting the first and second markets, and these customers are also in the first and second markets. .

Seeking development in change, looking for opportunities in progress

[Reporter]: Due to the deterioration of the market environment, many furniture company CEOs in Chengdu have put forward the idea that “the Sichuan Army needs to change”. How do you think about it?

[Zhang Xingqin]: There are indeed many things that need to be changed in Sichuan Army. In fact, there are many types of homes, including Guangzhou, Chuanjun, Jingpai, etc. We are all a big production base. In China, it seems that we are doing low-end. In the third-tier market, in fact, from the perspective of this year's exhibition, we have made some breakthroughs and changes in the Sichuan Army, not only to do low-end market, but also to enter the first- and second-tier markets.

Development ideas in the new situation

[Reporter]: There are many home furnishing companies listed now, but due to the characteristics of home furnishing companies, VCs are basically not interested in this. How do you think about them? Does your company have any plans to go public?

[Zhang Xingqin]: As far as I know, there is a Meikemei family listed on our home business. I don’t know the other ones. I think the listing still has some effect on us.

[Reporter]: Nowadays, many southwestern home furnishing companies ask for celebrity endorsements. How do you think about it?

[Zhang Xingqin]: This is a personal propaganda technique. It can't be said to be good or bad. Every company has its own choice. We are talking with our products. We choose different sales methods.

[Reporter]: Thank you for accepting my interview.