Fairy Forest Yellow Lianfa: Dedicated to Wujinmu Furniture Industry Benchmark

China's home building materials industry has ushered in new opportunities and challenges, and Wujinmu furniture has become a rare and precious piece of furniture. How much do you know about Wujinmu? Let's take a look at the understanding of Wujinmu furniture in fairytale forest furniture!

Hello, Mr. Huang! From the beginning of 2003 to the growth of 2013, how do you evaluate the eleven years of development of fairy forests?
[Huang Lianfa] In the past 11 years, the fairy tale forest has been persistently at the forefront of the solid wood furniture industry. As a company dedicated to “building the first furniture brand of solid wood”, we always carry out the business philosophy of “Quality for survival, trust for glory”, and follow the “market determines everything, customer demand-oriented, service-oriented survival”. "Seeking development" is the business philosophy of corporate philosophy to create quality life quality for consumers, and has won the unanimous admiration of consumers and the high recognition of the industry. In the future, the Fairy Tale Forest will continue to insist on the market to decide everything. Based on the needs of customers, the five brands of “Wujinmu” and “Castle Kingdom”, “Starbucks”, “Wei Sen Ge Shi” and “North America” will be fully promoted nationwide. The overseas market, with a new attitude, leads the development trend of solid wood furniture, and delivers the best quality and most attractive furniture products to thousands of households, making the fairy forest become a high-quality enterprise praised by industry associations, distributors and consumers.
What is the biggest benefit of your exploration and development in the furniture industry for more than ten years?
[Huang Lianfa] I came to Shenzhen in 2000. I started to work together with others to create a furniture factory. I started to create my own fairytale forest furniture. From the beginning of the living room furniture to the neo-classical series, the pine series, I have been working hard to develop solid wood. Furniture, in the course of 12 years, we have expanded from 70 people to more than 800 companies now, and there are many difficult times in the middle, and they have experienced vicissitudes. What impressed me the most was the start of the year of 2003. Our factory and exhibition halls were just renovated. We went to participate in the exhibition period, and the account was only 5,000 yuan. Over the years, I have gained a process of growth and shared my experience with my employees. We always adhere to the research and development products as the guide, control the quality of products, and do a good job in customer after-sales service, in order to stand out in so many enterprises, walk in the front of solid wood furniture.
You are determined to build the fairy tale forest as the “first furniture brand of solid wood”. What factors do you think a solid wood furniture brand should have?
[Huang Lianfa] I think that whether an enterprise can walk in the front end of the industry, whether it can maintain its leading competitiveness in the whole industry, whether it can continue to grow, the focus is on its product research and development capabilities. Suppose your company is competitive in branding, marketing, and other aspects, but you are lagging behind in product development, which is a serious problem for companies. Although your company is far ahead of its peers in other aspects, you don't have strong competitive products. Sooner or later, you will be left behind, and sooner or later you will be eliminated. This is why I have always insisted on leading the team to design products. The Fairy Tale Forest integrates its deep understanding of home life and culture into the design and development of products, and combines various disciplines to continuously create products with leading design and very rich humanity. We have successfully introduced Italy's top production equipment and international manufacturing advanced technology, and have a complete set of manual craft standards, and have concentrated a large number of skilled craftsmen. In addition to the strong local design team, the company keeps in touch with international design and development centers all the year round and has been committed to bringing internationally popular styles and featured products to China.
The Fairy Tale Forest adheres to the business philosophy of “Creating a Hundred Years Enterprise”. What are the plans for brand upgrade and industrial upgrading in the next few years?
[Huang Lianfa] At present, the fairy tale forest has been integrated with internal human resources and recruited externally. The company has established a strong brand management center, which is committed to the strategic positioning of brand positioning, development and promotion in the next few years. For the time being, we will hold the National Brand Strategy Upgrade Conference of Fairy Tale Forest on March 18th, and together with Professor Lang Xianping, fully implement the brand strategy upgrade, and open the curtain of the 2013 fairytale forest brand upgrade. The latest data shows that Fairy Forest's products are distributed in all major cities in China, with more than 600 terminal stores, and have provided high-quality home services for countless families. At the same time, we have planned the industrial upgrading strategy for several years and are also proceeding in an orderly manner. The Huidong Fairytale Forest Furniture Industrial Park, which will be completed, covers an area of ​​200,000 square meters. After completion, it will be a furniture industry industrial park with a high degree of specialization in the design, production and sales of domestic solid wood furniture.
The Fairy Tale Forest teamed up with Professor Lang Xianping to build the 2013 Dealer Conference, which attracted industry attention. In the 2010 China Furniture Industry New Champions Annual Meeting, Lang Xianping’s “overcapacity in the furniture industry” and “the furniture industry is a small industry” have caused extensive discussions in the furniture industry. The company invited Lang Xianping, what is the intention?
[Huang Lianfa] In Lang Xianping's view, China's manufacturing industry, including the furniture industry, has a serious overcapacity, causing excessive dependence on exports, which has caused every furniture person to reflect. This fairy tale forest invited Professor Lang Xianping to join hands with the Fairy Forest 2013 dealer conference. It is hoped that Lang Xianping can join hands with the fairy tale forest brand strategy upgrade, fully implement the fairy tale forest brand upgrade strategy and industrial upgrading, and point the way for the future development of fairy forests. The fairy tale forest is not afraid of the winter of the furniture industry. We will adhere to our own strategic development concept and work tirelessly to create the “first solid wood furniture brand”. The furniture industry is a "happiness industry" that improves the quality of life of citizens. However, this industry also needs to change, we must practice internal strength. Not only must we manage well, we will do our best, especially the culture, focus on environmental protection and low carbon, increase brand operation and channel maintenance, rational development, and be a benchmark for the furniture industry.
Lang Xianping once said that "the furniture industry is a small industry" and there is a phenomenon of overcapacity. How do you view the status of the furniture industry in the national economy?
[Huang Lianfa] China's furniture industry is an industry dominated by the private economy. Since the reform and opening up, China's furniture industry has achieved rapid development, especially the continuous development in the past ten years, which has greatly improved the quality of furniture production and processing methods and products. China has become a major exporter of furniture manufacturing countries in the world. However, China's furniture manufacturing enterprises are generally small and medium-sized enterprises, and there are not many large-scale furniture manufacturing enterprises. Large-scale furniture manufacturing enterprise groups are still growing. China is a big country in furniture production in the world, and it is also an important country in furniture consumption. This market with great potential provides a broad space for development for China's furniture companies, and also provides opportunities for world furniture.
The fairy tale forest has always attached importance to coexistence and win-win with dealers. What support does the conference have for dealers?
[Huang Lianfa] Fairy Tale Forest provides meticulous and considerative nanny services for each dealer, including site selection, decoration, staff training, product display, operation guidance and other professional guidance services, to solve the shop opening business with the most sincere sincerity. Various concerns. It guarantees that every new store will highlight the fairy tale forest brand concept, have strong marketing team members, and implement the latest marketing strategy. In the future, we will increase investment in product research and development, advertising, store promotion, product quality, exhibition booths and so on. We have established a brand management center to strengthen channel maintenance and control, improve our brand exposure, and hope to work with our distributors to make our series bigger and stronger. Because now the company not only sells products, but also integrates services and packaging. So we promise our dealers that we must do our best.
Large-scale exhibitions have become an important means of marketing and promotion of furniture companies. The fairy tale forest has made good achievements in previous exhibitions. What is your expectation and confidence in the performance of your company in the International Furniture Fair in March this year?
[Huang Lianfa] I hope that after the National Distributors Conference and Exhibition of Fairy Tale Forests, our brand influence can be further enhanced, spread through various media channels through various media channels, and let more people of insight know. Our brand, recognize our brand, more people with lofty ideals are willing to join hands with the fairy forest to create a better future.
How do you understand differentiated competition? What is the core competitiveness of the fairy forest in the increasingly saturated solid wood furniture market?
[Huang Lianfa] I believe that the differentiated competition of enterprises is to differentiate the products or services provided by enterprises and to establish the uniqueness of the enterprise in the whole industry. There are many ways to achieve differentiated competition, such as product design, branding, technology, product features, customer service, business networks, and more. I think that whether a company can stay at the forefront of the industry, whether it can maintain its leading competitiveness in the entire industry, whether it can continue to grow, and focus on its product research and development capabilities. The design style of fairytale forest furniture lies in the simplicity and simplicity of its furniture design, the fashion is not unassuming, solemn and not cumbersome, and our fairytale forest has its own design concept - "people-oriented". Art comes from life and is higher than life. In life, people are the main body. Everything around people, including furniture, is an object. When designing, the emphasis is on the object to serve the subject. Every product we design is to meet people's physiological needs and psychology. Create for the purpose of demand. So this is why our products are popular in the market.
You attach great importance to the product development capability of a company. What efforts have been made in product development this year?
[Huang Lianfa] In fact, in the entire furniture industry, the phenomenon of homogenization is unavoidable, but we can evade it. There are two main aspects: on the one hand, our company must constantly innovate and develop new products, and we must broaden our horizons and learn more advanced foreign design concepts. Of course, we must also understand the products of our peers. Contrast, differentiated design. On the other hand, our design needs to be close to life. We must understand what the needs of consumers in the market are. Designing must communicate with its own business and marketing departments, so that we can respond to market trends more quickly and be able to launch products that meet consumer needs in the first place.
While making a business, Fairy Forest is also actively contributing to the public welfare of the motherland. Please share your experience in social responsibility.
[Huang Lianfa] Although our economy has achieved tremendous development, there are still many difficulties as a big country with a population of 1.3 billion. In particular, the difficulties in rural areas are even more arduous, and some poor people need to help the poor. These responsibilities certainly require the government to work hard, but they also need enterprises to share their concerns for the country and participate in poverty alleviation in society. For the development of society and for the development of the company itself, our vast enterprises should pay more attention to poverty alleviation and better assume the responsibility of helping the poor. While working on the development of the furniture industry, the Fairy Tale Forest will actively give back to the society and pay attention to the cultivation of future talents in the country. Donate to Nanqing Yinqing Primary School to contribute to the public welfare of the motherland.

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