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And Liu Ju, general manager of Muju Furniture
[Reporter] Hello everyone, what we interviewed today is Ms. Liu Kui, general manager of Muju Furniture, and Hello Liu.
[刘葵] Hello.
[Reporter] First of all, please tell us about the opening situation in 2012?
[刘葵] This year's opening seems to be a little warmer than the previous year. It can only be said that the warm-up period is a little longer, but we still have the confidence to play this year's embarrassment. We have prepared for a protracted war. Thought preparation.
[Reporter] When it comes to fighting a long-term battle, what kind of development trend will we have in the first half of the year? Is there any strategic activity in the fight against protracted warfare?
[Liu Kui] Speaking of the situation in the first half of the year, there will be a major period of activity in the past year, and we may make some more profitable marketing or some consumer feedback, do more services, and then serve Tracking will also do better. This year, we will use furniture to trade in and new to stimulate the vitality of the market. In fact, the beginning of each year is a low point, generally speaking, it will only slowly move from 315.
[Reporter] Is there any difference between 315 this year and 315 in previous years? Will there be a strong promotion implementation?
[刘葵] Yes, our efforts in the 315 activities in previous years are not very strong. In this year's 315, we have to do some big articles, but also to activate the market.
[Reporter] What specific things can you tell us about?
[刘葵] For example, our previous solid wood bed, solid wood bed, we generally play a special discount, we should have a bed in 3980, then this year we will sell the special price will be sold at 2880, in fact, this is Losing money for sales, but in order to let customers know more about us and Muju's brand, we will do something like this to promote the market. This year, many of our customers have visited our friends and family members through the Spring Festival. We found that our furniture is very beautiful, then we found our shopping malls, went to our store, and said that the furniture was also the furniture of his friend. We bought more than 2,800 specials, and when the price came back to the original price, the customer would not accept it. Because at the end of last year, the price was adjusted once, because the country's timber always rose, he did not buy it at that time, and now want to buy at a preferential price. For these consumers, each of our stores will register, and when we are out of the event, they can buy it again. Therefore, there should still be a source of customers this year, waiting for our activities. In fact, our previous 315 did not make a big fuss in previous years. This year we also need to warm up the market ahead of time, so we will advance the activity to 315.
Then 315 will also have a service called Service Tracking. We didn't make a particularly big article at the earliest 315 event, because we felt that 315 was the most critical to our own service. Therefore, there are 315 quality tracking services every year, which provides consumers with a full range of tracking order services to make consumers more satisfied. So this year, we not only do a good job, but also give this consumer more benefits, so we need to do something more profitable for consumers.
[Reporter] It is the consumer who has been optimistic about the products of Muju before, and then slowly wait for the arrival of this activity.
[刘葵] Right.
[Reporter] It seems that the abacus of the consumer is very clear. Mr. Liu, you just talked about the trade-in of the furniture. If you participate in the furniture trade-in, will you cooperate with the dealers?
[刘葵] Shopping mall cooperation we also have, the activity tracked by the mall is like it is equivalent to 5% off, that is to say you buy 10,000 pieces of furniture, you can replace 500 yuan, you can take your home furniture It is worth 500 yuan. We are going to do this time, but we haven't done it yet because we have been following the mall. This time I want to pass 315, and then increase the strength to 10%. You can use the old furniture to give me a 10% discount.
[Reporter] For the estimation of this old furniture, do you want to go out and evaluate it by the store?
[刘葵] We have this price list, that is, when we were out at the time of the shopping mall, we have already tracked the price list of recycled furniture. It has a very reasonable price, basically it means old furniture, we will give it to you after recycling. Do an assessment subsidy and then shop for a discount. However, we are not in favor of customer waste, you say new furniture, some people say that my furniture is newer than that furniture, then you are not giving me an estimate of the high point, in fact, we do not agree with consumers to do this. In the Chinese tradition, we want to save. If something is good or if it is used, if it can't be used, it is reasonable for us to replace it with old furniture.
[Reporter] For the old furniture, are you reconciled to handle it, or is it placed in the consumer's home?
[刘葵] We will take it back. Maybe some people may say that I will give you a discount. I don’t care about furniture. You throw it away. We felt that this was also a waste. At that time, we also did a lot of delicate work. We also made additional warehouses, installed these old furniture, and then the secondary treatment of these old furniture, and so on, and so on. A lot of manpower, because you have to have old furniture, there will be handling, the workload is increased, we have added people in this area this year.
[Reporter] If you change the old-fashioned furniture, do you decide whether to do it for a long time or a short-term promotion?
[刘葵] We will do it for a long time, but it should be said that the discount of the old furniture we have recovered is different. For example, if you buy furniture with 10,000 yuan, I usually only charge you 500 yuan of old furniture. At 315, the intensity will be even bigger. If you buy 10,000 pieces of furniture, I will collect you an old piece of furniture for a thousand dollars. This means that we have more benefits for our customers.
[Reporter] That is to say, during the 315 period, the strength of replacing the wooden furniture with the old ones will be even greater. If the consumer wants to buy furniture, it is best to buy it at 315.
[刘葵] Yes, that's it.
[Reporter] Because the whole environment last year was not very good, now the entire home industry is looking for a new engine. We SouFun also launched two new things like decoration and community. What do you think of these two things?
[刘葵] I feel very good. It should be said that we are still adapting to local conditions and understanding the needs of consumers. This should also be said to be a service hotspot. Service hotspots are our highlights. We call it first, you have to be willing to serve, you can have a harvest, you have to have a home, we have to follow this principle, so I think This one is quite good.
[Reporter] Finally, please make a declaration of good faith based on the theme of 315 consumption and safety.
[刘葵] I should say that our and Muju furniture have been in Beijing for ten years. We promise to give consumers the feeling of being different from Muju Furniture forever, and Muju Furniture to create comfort for customers. The home, with the wooden furniture to give customers no worries.
[Reporter] Ok, thank you, Mr. Liu for accepting my interview.
[刘葵] Ok, thank you.
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