Jin Keer Bed Qin Yang: Based on product upgrades, continuously expand market share

Qin Yang, Sales Director of Jinkeer (Shanghai) Bedding Co., Ltd.

[Reporter]: Hello, Mr. Qin, what is the overall situation of Jin Keer’s market in the first half of the year?

[Qin Yang]: We feel that the overall situation is OK, because after the country’s severe macroeconomic regulation and control, the overall building materials and home furnishing industry has been greatly affected. Later, based on our overall analysis, it is actually relatively low-end and relatively large. We can't say that we are not affected, but the relative degree is slightly weaker. Now, as of June, whether we are directly or distributed, we have a little year-on-year growth compared to last year. Our overall judgment on the market is that the rigid demand of consumers is in any case. He is just looking for a suitable opportunity to release; secondly, because we have been doing high-end market, this is a trend that is in line with the development of domestic industry in the future; moreover, at present, domestic consumers' consumption certification for the mattress industry Still not very mature. We should say that the market under the docking is still relatively optimistic.

[Reporter]: The first point you mentioned just now, regarding the issue of direct marketing and distribution, the home textile industry has always been mainly distributed, directly supported by the direct business, but in normal terms, the direct profit is more profitable. High or more controllable, do you think that the main and auxiliary status will change in the future?

[Qin Yang]: This is not. We also had plans in the early days when we were doing the market. At the earliest time, we were doing direct sales in Shanghai, Beijing, Guangzhou, Shenzhen, and other places for distribution. Now, after some internal discussions, we believe that direct sales and distributors may be more suitable for our company's future development vision, which is more suitable for our judgment on this market. Maybe in the future, we will only be in Shanghai and Beijing. The core cities remain directly operated, and the rest are basically based on distribution and franchise.

[Reporter]: This time, Jin Keer also showed a lot of new products through the opportunity of the dealer's annual meeting. I just saw a lot of new products in the exhibition hall. It is really good, easy to introduce?

[Qin Yang]: Many of our new products are developed by our R&D center in the Asia-Pacific region. We are now serving the Chinese market for another 8.9 years, establishing a large amount of data and experience, plus five-star in China. The hotel market has a good market share and understands the demand of many high-end customers for sleep and mattress products. Therefore, we have comprehensively upgraded our products in a comprehensive way, including upgrades, fabrics, soft and hard. Degree design and other aspects.

[Reporter]: What is the specific aspect of the upgrade of ingredients?

[Qin Yang]: As for the material, we basically use a honeycomb arrangement all over the place. We will use some gelatin sponges on some products. This should be said to be relatively advanced in China. In terms of some functions for us, we have added some choices on the fabric to promote sleep and promote ventilation.

[Reporter]: Jin Keer, I have observed this exhibition hall, and also introduced many children's mattress products?

[Qin Yang]: In the domestic consumer market, there are some misunderstandings about Chinese mattresses, because everyone in China is sleeping on hardwood mattresses. In fact, according to the latest research results, hardwood mattresses are not necessarily beneficial to the growth of children. We have the support of the United States and the support of the Asia-Pacific Center. We have launched a baby health product in the early years, specifically for children, his biggest feature, the spring partition inside, into the soft and hard A partition of degree can meet and in the stage of his rapid growth, for some growth needs, after we put the baby into the market, we sell very well, very popular with parents, we have done some on children's products this time. With regard to fabric adjustments, we will continue to develop products for children.

[Reporter]: In other words, Jin Keer is quite fancy on the children's market?

[Qin Yang]: We are very fancy, we think his future prospects will be very large.

[Reporter]: The long-term development of the company must constantly adjust itself to adapt to some rising or rising consumer groups. For example, after 80, does Jin Keer have a corresponding product development or design?

[Qin Yang]: Maybe we have to deal with a relatively large strategy of Jin Keer. Jin Keer turned out to be a product brand. We officially upgraded Jin Keer to an operating brand this year. At Jin Keer, he also operates at the same time. The three brands, the first one is a higher Aireloom on the top of Jin Keer, which is purely 100% imported from the United States. He may be a gold-collar group for China, a group of business owners, he is a pure American import brand. What everyone knows now is Jin Keer. As you just said, after 80 and 90 now, whether it has some very unique needs for sleep and aesthetics, we have another brand, Life Balance, which will specialize in a pure B2C online sales brand. Brands and the biggest features of the existing, we will strictly follow the needs of consumers to carry out a product line. For example, we may have specific targets for otaku, house market, and female executives. Life Balance is expected to go online in July. He is a very targeted consumer demand. Some of his product designs and some promotion are very stylized. I think that for China's young people between the ages of 20 and 30, basically everyone can find their own products.

[Reporter]: You mentioned this price just now. If it is online, we may save the cost in the middle of the channel. If it is other brands? For example, Jin Keer, Aireloom does not seem to be online sales?

[Qin Yang]: Because of his relatively high-end brand, consumers need a comprehensive consumer experience. In the current planning of our company, there is no plan to make it online. We still do relatively traditional, people can There are a lot of consumer experiences brought by consumers, or something that is really serviced.

[Reporter]: Ok, then releasing new products in the middle of the year is a big move for the company. So in the remaining six months of 2012, what are the key points of sales focus?

[Qin Yang]: Selling this piece, our existing dealers, we will provide a relatively complete operation manual, so that he can provide consumers with better, consultative and housekeeping services at the store. Consumers choose the finished product that suits him.

Our customer service management work, in July of this year, we will officially launch a customer relationship management called “Golden Butler” – Five Stars. Our work mainly focuses on consumers after using Jinkeer mattresses. In the process, we will use the telephone, through the network, through some means of information to tell him to pay attention to some matters in the use of the mattress, will also provide him with more use care, corresponding to his services. During the use of the mattress, for example, he may need to flip. In the early days, it may be flipped together in two weeks, and may be flipped together in three months. We will include these services in the five-star butler.

[Reporter]: The Golden Butler Service will be a highlight of Jin Keer in the second half of the year. Thank you for accepting the interview of Sina Home. I hope Jin Keer will achieve better results in this year's development.