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Purple Peacock Furniture Zhong Yiliang: Sincerity in the World

- Interview with Mr. Zhong, Chairman of Purple Peacock Furniture Co.

Rooted in the soil, leaves flourish on the branches, plowing and harvesting. This is the life creed of Mr. Zhong Yiliang, Executive Vice Chairman of the Guangdong Hunan Chamber of Commerce Furniture Association and Chairman of Purple Peacock Furniture. It was a day filled with warmth and sincerity.
Honesty opens the world; giving brings prosperity. This is who Mr. Zhong is.

     April is a month of blooming flowers, and the furniture industry finds its beauty in Purple Peacock. On a rainy afternoon, we arrived at Purple Peacock Furniture Co., Ltd. in Longjiang, Shunde as soon as possible. As we entered the office of Chairman Zhong Yiliang, we were immediately greeted by the five golden characters “Integrity Wins the World.”
     Upon seeing us, Mr. Zhong welcomed us warmly, as if we were old friends. He was slightly thin but full of energy, and his genuine enthusiasm and kindness left a deep impression during our conversation. The talk was engaging, and it was clear that he is a passionate person who freely shares his experiences and wealth with others.



>> Hard Work and Love: Starting from 1,000 Yuan
     Time goes back to 1998. After working for two years in a supply and marketing cooperative in Xiangyin, Hunan, Mr. Zhong often heard his classmates talking about their experiences in Guangdong and were encouraged to go there to seek opportunities.
     In an era full of business opportunities, everyone dreamed of success, and Mr. Zhong was no different. He decided to leave his hometown’s “golden rice bowl” behind and took the 1,000 yuan he had saved to Shunde, Guangdong. There, he started his career in a furniture factory in Longjiang.
     To find his place in Shunde and realize his dreams quickly, Mr. Zhong was willing to learn and work hard, starting from the grassroots and gradually rising to a senior management position. Later, he opened a restaurant and did some trading. These were not his ultimate goals, but he viewed them as valuable life experiences and a foundation for building his own furniture factory.
     God favors those who are prepared. In 2004, after several years of business experience, Mr. Zhong founded Purple Peacock Furniture Co., Ltd. When recalling the early days, he said emotionally, “It was really tough to start a business. At first, the company had only a dozen people, mainly producing orders for foreign customers. How to expand sales and increase production was a huge challenge.” He expressed deep gratitude to his wife, who helped open foreign orders due to her strong language skills. Thanks to their combined efforts, Purple Peacock developed rapidly within a year, entering markets in Europe and the United States and establishing long-term partnerships with MACYS, the third-largest retailer in the U.S.
     Today, Purple Peacock Furniture is a key member of the Guangdong Hunan Chamber of Commerce Furniture Association. It has a 10,000-square-meter plant, over 5,000 square meters of exhibition space and offices, and an annual output value of nearly 100 million yuan.
>> Integrity Management: Let Customers Feel Reassured
     “Be a good person first, then do things,” is a phrase often mentioned by Mr. Zhong. “Foreign customers highly value integrity, which deeply touched me. No matter what you do, I believe you must first learn to be a good person. If you are a good person, your work will follow.”
Integrity is not only reflected in his openness, but also in his high standards for product quality and his commitment to an “unconditional return” service policy. In production, he strictly controls quality, using materials that meet international standards. Every product launched meets rigorous quality checks.

     In after-sales service, he believes that “customers’ recognition of your reputation is the most important.” He instills in every employee the idea that “any customer issue is our problem.” He innovates the after-sales model, allowing any staff member to directly negotiate or compensate with customers. For example, if a customer finds a coffee table distorted, they can just send a photo to the salesperson, who can then handle the situation without needing approval from the boss. This innovative approach not only builds trust among employees but also gives customers peace of mind.
     What seems simple to many is carefully considered by Mr. Zhong. He shared an equation with us: “If the company sells a coffee table for 100 yuan, making 200 yuan is a very high profit. But paying a customer for a defective table could cost hundreds of thousands, which is an invisible pressure. I use this pressure to ensure quality and lead my team well. I pay great attention to integrity, and all my friends know this. I hope to integrate integrity into my products and into the company's governance.”
     Mr. Zhong, who upholds integrity, always walks confidently through the world and manages his business with ease.
>> Innovative Marketing: “Branding + O2O”
     In 2008, a global financial crisis swept the world, severely affecting Purple Peacock, which had long relied on foreign markets. Mr. Zhong realized that relying solely on exports might not be sustainable. He decided to develop the domestic market and walk more steadily on both legs.
     He led a team to investigate the domestic furniture market, understand what dealers and consumers needed, and clarified a strategy focused on living room culture. He invited Chinese and Italian design masters to jointly develop furniture suitable for Oriental culture. In 2011, Purple Peacock officially entered the domestic market.
     From the beginning, Purple Peacock had a distinct identity. As Mr. Zhong said, “Purple represents nobility, and peacock symbolizes beauty and auspiciousness. Purple Peacock interprets a happy, fashionable, and beautiful living room.” After three years of careful cultivation, Purple Peacock became the top choice for living room furniture.
     In March this year, Purple Peacock launched a series of attractive investment strategies. Distributors joining the Purple Peacock store received decoration subsidies of up to 300 yuan per square meter, plus a 10% rebate. They didn’t have to worry about after-sales service. Once this model was introduced, more than ten specialty stores were signed during the exhibition.
     Regarding the impact of e-commerce on the furniture industry, Mr. Zhong firmly believes that e-commerce will dominate future sales. As early as three or four years ago, Purple Peacock had already established online sales platforms on Tmall, JD.com, and Alibaba, accumulating considerable experience. Next, the company plans to adopt a new marketing model—O2O, combining online and offline. Specialty stores will become offline experience centers for online sales, helping dealers capture a larger market share.

“Branding + O2O” – A double sword for Purple Peacock Furniture to dominate the market!

     When talking about the future of Purple Peacock, Mr. Zhong already has a vision. He said, “Purple Peacock will enter the market as a full-house furniture brand and develop into a joint-stock company, so that everyone can become a shareholder. I want to give those colleagues who have grown with the company and stayed with it during difficult times a better life.”
     His heartfelt words reflect the maturity of an entrepreneur and the genuine desire to help others. I believe that under his guidance, Purple Peacock Furniture will soar higher and reach even greater heights!

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