Next year, Cassini decided to invest in the design and production of the overall home products.
CASA means house and home in Italian. Cassini products and the Italian design center in-depth cooperation, the international vision of the design team, forward-looking design thinking and rapid product updates make it quickly become a dark horse in the furniture industry. In 2012, Cassini achieved a doubling of sales and opened 15 stores in the field within half a year.
Since July 2012, Casadini has opened 15 new stores outside Beijing, mainly covering first- and second-tier cities in northern regions such as Tianjin, Changchun and Shijiazhuang. According to Yang Zhenhua, deputy general manager of Cassini furniture, this year's corporate sales doubled compared with last year, and there was no closing situation. The overall development situation was rapid and positive, and maintained a good momentum of development.
According to Yang Zhenhua, the doubling of sales of Casa Dini has a lot to do with the training of sales personnel this year. “I think 60% of the sales of furniture comes from the terminal sales staff. This year we use various means to improve the quality of the sales staff and convey the service concept of Cassini to the consumers. For example, unannounced visits, performance-related, and even to the dealer’s boss. Training. Our service philosophy is that when customers come to the store, they don't have to buy our products, but we have to tell him what is a good product through professional standards. So Cassadine's leading design and excellent quality will be reflected. Naturally, it will be recognized by consumers."
Supporting the growth of consumption is the trend design and excellent product quality that Cassini refused to imitate. According to Yang Zhenhua, Cassini is currently working with foreign design institutes to ensure that the products represent a creative, international and new lifestyle. In terms of product manufacturing, we strive to create industry-leading product standards through sophisticated processes and high-cost investments. “There is no national standard in the software furniture industry, and there is no industry standard, so this market is not well developed. We try our best to let consumers know what is a good product through their own products. For a simple example, the material inside the sofa is spring-loaded. Some companies use ordinary fabrics, and we use pure cotton anti-velvet fabrics. Although the cost is rising, consumers immediately understand the standards of good products. Our approach has also led other companies to learn from us, Cassadine It is through this irreplaceable leading edge that it has developed rapidly in the industry."
Yang Zhenhua introduced that most software furniture companies do not conduct in-depth research on the selection of supporting furniture. Basically, they can get goods from a unified supporting furniture manufacturer. Yang Zhenhua believes that the quality of supporting furniture directly determines the sales of the main furniture. “With the increasingly fierce competition in the brand, the shopping experience has become an important factor in improving the image of the store and even the brand image. In the next year, Casa Dini decided to invest in the design and production of whole household products such as coffee tables, TV cabinets, dining tables, etc., using new technology and new Technology and new materials, making it a unique product line for Cassini, so that Cassini can build a mature overall home product system that can be customized. The innovation of this sales model will be The direction that enterprises will overcome in the future."
â– Question and answer
The furniture industry will enter the golden period
Beijing News: What is the happiest thing this year?
Yang Zhenhua (Deputy General Manager of Casa Dini Furniture): The furniture market is not doing well this year. Cassini has made relatively quick progress and proved that our strategy is correct. Our brand is full of development hopes, this is my happiest thing.
Beijing News: What do you think of the situation of the home market next year?
Yang Zhenhua: The leader of the new party has conveyed to us the signal of attaching importance to people's livelihood. I believe this will stimulate domestic demand and drive the development of the consumer market. The home market, including home appliances, actually contains a lot of demand. Although the home industry is relatively cold in the past two years, the development of any industry is fluctuating. I believe that the winter of the home industry will soon bottom out. The furniture industry is sure to pick up, but after the big waves, only the strong and innovative companies can survive, the industry reshuffle has begun, and the furniture industry will slowly enter the golden period of development.
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