Steyrland Ye Liangzhou: Enterprises should be repositioned according to market changes
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Interviewed guests: Ye Liangzhou, director of the direct sales of Styroland [Reporter] Ye Zong, hello, we have seen a great change in this year's exhibition, which was mainly based on leather art sofas. Fabric sofa.
According to the market changes, Styroland repositioned and accurately searched for consumer groups [Ye Liangzhou] Well, yes, from the beginning of this year's exhibition in March, we launched this fabric series, we launched a new series, we are going to gradually go gradually Perfect, including the matching of products and processes, this aspect needs to be continuously improved. The biggest feature of this fabric series is the color jump, which is a bit exaggerated, but it is very beautiful, so people can't help but see it when they see it.
All of our products and all series of products have been developed for a long time. It is well known that we have the best reputation for making soft sofas and leather sofas in the whole industry, but now why do we open a fabric sofa? Because the fabric sofa is more expressive, and now the market is becoming more and more rational and more personalized, such a market is worth repositioning. We must continue to expand and occupy this market. From the current 90s to the 80s of the major consumer groups, to the 70s and 60s of the high-end consumer groups, our vertical consumer groups will be rolled out, so that our brand can better serve the public.
[Reporter] This is a segmentation of the consumer group. Is there any change in the market segmentation from high-end market to second- and third-tier cities?
[Ye Liangzhou] First of all, our brand positioning is a tone of modern fashion and leisure. This tonality is unchanged. According to the development trend of China's second and third tier cities, our brands are not so divided. Every city has its own. All aspects of consumer demand, so we do not have a clear positioning, and did not clearly locate which city to consume, but all of our products are positioned in the brand series with precise consumer groups, but there are no market limitations.
If the electronic mall enters later, it is possible to miss this market. [Reporter] As Mr. Ye said, the mainstream consumer group is now 80. After 80, is Stilorland in the future or is it already doing e-commerce?
[Ye Liangzhou] We have been preparing for a long time, and e-commerce is on the line.
[Reporter] Where do you try to do this now?
[Ye Liangzhou] Taobao is already in the form of cooperation B2C, which is the form of the official website. In addition, we have established a Stiloland Technology Development Co., Ltd. in Beijing. This is our company specializing in e-commerce, which will be docked, such as Taobao. Some of the professional platforms for doing e-commerce.
And we also partially cooperate with some portals on e-commerce. The products we are positioning, especially the personality and color, are very jumpy, and are more suitable for online sales, because the consumption patterns and shopping forms of young people have changed dramatically now. These fast-moving consumer goods such as daily necessities have formed a network. Very mature mode. However, durable goods are slowly being tried in many industries. In particular, many well-known brands in the home furnishing industry have already entered the e-commerce sector. We have also made some attempts. Everyone has seen the market in the future. If we enter later, we will lose this market when it really gets fired, so our products have all gone online.
It is necessary to distinguish online and offline products and develop products for online shopping malls. [Reporter] Some people say that if Taobao uses the current model to develop e-commerce in the home industry, there may be no way to go in the future. What do you think of current furniture? What is the e-commerce model of the industry?
[Ye Liangzhou] This is also one of the reasons, why do we go online to consume, mainly to see this form is novel enough, peculiar, and then cheap enough, mainly cheap enough, it is an attempt to consume at low cost. Why online has always been a fast-moving and commodity consumer, because his trial cost is very low, but the cost of durable goods is very high, which is very important. Why are the products sold online are some cheap products, which is quite a big impact on our home brand. So we have to pay attention to how to change this situation. In the past, the form of B2B on Taobao was to get the goods to go to the market. It was a vicious competition or some counterfeit products to hit the market. This not only affected our brand, but also affected the development of our industry, so we must be regular. It must be the official B2B thing, and must face these online shopping market, e-commerce brand to build their own brand, you can also go to the physical store to feel our products, these products and online products must be completely disconnected, online The next product should be completely separated. It is necessary to develop some suitable products for e-commerce. Everyone must develop and develop in a targeted manner, and you will be able to win this market share.
The body painting show should be closely integrated with its own products. [Reporter] We have seen that foreign businessmen, including domestic customers, are very interested in the sofa of this new fabric series.
[Ye Liangzhou] The first fashion product is more sensory, or it is styling, or the color is more attractive. It will be to experience this product and enjoy this product. Color is the most widely used and most directly used in the fashion circle. The expression of our fabric sofa is Kandinsky, a French-born French painter who was the originator of some color impressions in the creation of color in the 18th century. He has great accomplishments in color application. This is why this name is used, because all his famous paintings are very sensational and very moving after reading them, so some of his design elements and color elements are applied to our products, so the products come out very colorful and very fashionable. Feeling, there are some details in addition to the coordination, so you can feel that our products are this kind of feeling. This is a source of our brand series. Some customers at home and abroad will think that he is very beautiful. Very beautiful because we have a source because all our products are According to these paintings it evolved, so he is alive.
[Reporter] I have done such a special marketing show today, and many people are watching outside.
[Ye Liangzhou] We want to have a special form of this Kandinsky series this year. In March, the organizer gave us a place 30 meters long and 5 meters wide outside the pavilion. Then we made a body painting show with the theme of spring, summer, autumn and winter. In four separate spaces, we used the human body separately. Painted models with our products show changes throughout the year, and they are very beautiful and work very well. In September of this year, we did the body painting show of this dance. Dance is also an art form. Dance and painting can be combined, and flowers can be combined. Our theme is "Flower Dance Fashion", with dance. To express the charm of this fashion. Nowadays, this elegant dance art and elegant product art are combined, because we have introduced the product of flower-based color expression, so we use flowers to express our products. This is also a fit with our product theme. It should receive good results.