Editor's note: the rapid development of each brand are subject to everyone's attention, each one the rapid development of the brand will have their own different corporate culture and brand strategy, why just a few years a brand is like a dark horse gallop in the industry, the industry and consumers seem to have a lot of puzzled and curious journalists into the golden days with the problem Billiton Furniture Co., Ltd., an interview with its General Manager Hu cold, the problem was overcome.

Interviewed: Han Hu, general manager of Golden Days Extension

Interview Date: December 15, 2009

Reporter: Furniture Channels Zhang Xianmei

Brand development focused also plays key

Zhang Xianmei: Currently working for the "2009 China top ten children's furniture brand" to conduct a comprehensive coverage. It is reported that Kim-day extension Children's Furniture was awarded the 2008 top ten brands of children's furniture, children's furniture for the Golden days Billiton been incorporated into the 2009 "Ten," one of the golden days of Rio do you think children's furniture industry as a whole in the furniture industry, the status of how the products of companies What is positioning?

Hu Han: The furniture industry, we are located in golden days Billiton young children's furniture, and we attach great importance to product development, brand building, quality improvement of three aspects, as a children's furniture, we brand strategy, a family as the core of cultural the hub of constant enjoys popular support, so golden days extension in recent years, like a dark horse gallop in this industry, I am also very optimistic about gold-day extension of this children's furniture brands.

We have recently launched a new a series that is, "jasmine", Korean style, location in the marriage room for adults to use, but the golden days of Rio's main location is still young furniture, so for "jasmine" series, we maintain a low profile, did not make and more publicity, but this series is currently in the industry has given rise to a certain reaction.

Zhang Xianmei: Why Let's golden days, the positioning of Extension is a professional children's furniture to do, but development of marriage Room Series "jasmine"? If you do not focus on pushing, how can we do for consumers awareness?

Hu Han: We mainly want to do more for children furniture bigger, and our brand's core competence in these aspects. But as the market changes in demand, we need to diversify, especially in the economic crisis is more need to "two legs" to walk, so they can secure the market. And Korean furniture is also a trend by consumers, our "jasmine" Upon listing on the recognition by the dealers and consumers, which I am very pleased. We generally display at the show this series, as well as a photo studio and related means of investment cooperation, etc..

Zhang Xianmei: It is understood that a lot of children's furniture industry are striving to "first," such as Fu Laisha - the world's first brand solid wood furniture, colorful life - children, color furniture brand, HI dream Po - pine furniture brand. Golden days we Billiton where the main characteristics and advantages? How did you look at the industry's "first"?

Hu Han: You just mentioned a lot of brands they are positioned very high-end, but our brand is targeted at the end of the price of our products can be said to no one comparable, so we can say that the first cost-effective. "Price" does not refer to our furniture, inexpensive, more important is that we used in furniture, material good, such as our materials used are imported melamine boards, environmental protection type high, the door hinges are used in hydraulic pressure, in children's furniture industry, rarely use this door hinge. In addition, we also take the lead in the guide rails made of three is not easy to derail, to use very smoothly, there will be no noise, and so every little detail we have to do is put in place.

The industry in Competition "first", the first is nothing more than tap the potential of their brands, as well as the biggest brand, more effective to introduce their brand to the customer, as long as we discovered that the biggest advantage of their brand in order to gradually improve the brand strategy in enterprise development in the dominant position.

Manufacturers should be more for consumers to consider

Zhang Xianmei: Children's furniture can be said that environmental protection more important than any other features, most recently there have been many children have been scratched furniture or excessive formaldehyde poisoning their children, how you look at children's furniture, environmental protection and humanization?

 Hu Han: At present, whether or not children's furniture, all the furniture of the environmental protection requirements are high. We are the introduction of environmental standards, furniture plate. With regard to the design, we are now, and well-known furniture design company specialized long-term cooperation, so as to avoid a designer short on creativity within the company or request an independent outside professional designers bring not strong limitations in this regard, parents need not worry.

Furniture, the most critical is the embodiment of "home", furniture consumption is just a way of life, the furniture is to enable consumers to better rest and enjoy life. Our furniture is the golden days extension in order to create a good living environment for their children so that children feel the warmth and beauty of life and cultivate a positive concept of the child's right, the more the child provides an independent living space. Many consumers are not likely to be considered so much, but we, as manufacturers have the responsibility to think more farther. For example, our golden days Billiton's another four series: Innocence years, My Show, jasmine, forest castle without a way of life and consumption patterns to shape. This means that intentions to communicate with consumers in order to produce consumer satisfaction furniture.

Zhang Xianmei: Gold day extension of the marketing mode of furniture in 2009 in the industry can be described as a refreshing, first in the Furniture Fair in March on the invitation of a child star Alpha to help out again in September to show "Space King" concept to introduce new brands, during which Kim also proposed extension days "motor car sales." Celebrity endorsement you what kind of view, as well as our marketing events such purpose and meaning?

 Hu Han: Currently on celebrity endorsement of the furniture brand a lot of furniture at a very early dynasty invited Rosamund Kwan endorsement. However, children's furniture on celebrity endorsement, and we are still leading the way. Three months of this year, Xinjiang kids Furniture alpha officially unveiled, but our cooperation is in January 2009 began. Celebrity endorsement in order to represent their brand image, such as we invite the Alpha because of its healthy image, and his love of lively action, and the Alpha age is about 11 years old, and our furniture fits very well positioned in the future, and his renewal of age there will be no conflict.

"Motor car sales" is our newly opened under the Wuhan to Guangzhou, the dynamic extension of gratitude for his car came, not only to promote the rapid development objectives, but also hope that all internal staff are involved in sales to, each employee has a "sell" this concept, better co-ordination between marketing, and ultimately achieving the company's rapid development. "Space King" means a small room can be used to accommodate the basic needs of children, such as the bed can be done in the wardrobe, the not only saves space, but also is in line with a lively and loving child dynamic nature, which also in line with We are now a small-family house needs.

Zhang Xianmei: Red Micron CEO build a new car, said frankly: in 2009 domestic market has warmed up. Indeed, as the property market pick up, home industry has also gone up, you can talk about Let's golden days Billiton acquisition of furniture in 2009 what kind of results, prospects for the next year, what is?

Hu Han: Although everyone says that the economic crisis this year, a year, but our sales continue to increase over last year by 60%. Currently we have over 300 stores nationwide, distributed throughout the country, as more and more of our markets, and now we sell a lot of smaller pressure, because high-profile, and many dealers are the globe. We now have two factories is nearing completion, one is used to produce "jasmine" series, another one is the production of solid wood furniture that is imported pine, this is a very good pure solid wood environmentally friendly, location is also a high-end.

Our goal is next year on the basis of this year, a further increase of 60%, and next year to do some marketing on demand events, due to our current production capacity is not enough in short supply, leading to less severity of goods, thus affecting the subsequent development and with the Jin, once the plant next year, this issue is resolved, we will begin to focus on doing the promotion. The future, we have a great thing to be done is to open one in Hubei Qianjiang City, "Central China Furniture Garden", built in central China's largest furniture industry base in the hope that my home can open up a better furniture garden, at present It was only at its infancy stage, Ren Tao Zhong Yuan, but we believe the development is very good.

Zhang Xianmei: Thank Hu total!