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[Time] September 5, 2011 [Location] Dongguan Houjie Business Center [Guest] Dynasty Director of Marketing Director Tan Jun [Reporter] Li Yangjing, Dynasty Director, Marketing Director, Tan Jun, three series of new products, wonderful appearance in Dongguan Furniture Fair [Reporter] Thank you very much for your interview. Today is the first day of the Dongguan Furniture Fair. Our pavilion has gathered a lot of people. What new products did our company bring to this exhibition?
[Talking on the Army]: We have three highlights in this exhibition. One is our imported brand, the second is mahogany furniture represented by red rosewood, and the third is the soft seat soft bed series of Cason Reiter. The product we are pushing this year.
Multi-category + high visibility + wide channel = performance all the way to the red [Reporter]: In the interview, many furniture bosses said that the market is not good this year, the first half of the day is not good, I don't know how our dynasty family had been in the first half of the year?
[Talking about the military]: The development of the dynasty in the first half of this year is not bad. You can look at our listing interim report. Our performance and market sales are double-digit growth, which is about 20-30%.
[Reporter] How to achieve such a digital growth in adversity?
[Talking Army]: I believe that there are not many manufacturers in the furniture industry like the Dynasty. In addition, the brand of the Dynasty and the expansion of the Dynasty channel are very powerful. We now have more than 1,000 customers in the country, with nearly 5,000 stores. We believe that we have the largest number of channels in this industry. These have guaranteed growth throughout the first half of the year. In the first half of the year, we strengthened the promotion of the brand, and we have not stopped at CCTV. There is also the constant promotion, the concentration of these advantages, is the ultimate achievement of the listing annual report.
For the national investment, the first, second, third, and fourth-tier cities are all eaten [Reporter]: You just mentioned that we have more than 5,000 stores in the country. The exhibition actually attracts dealers very effectively. What are our main investment targets? city? Is there a focus on the area?
[Talk about the military]: We are a national investment.
[Reporter]: I interviewed several companies. They used to target first- and second-tier cities, but because of real estate regulation, the channels sank to the third and fourth lines.
[Talk about the military]: The dynasty is a one-two-three-four line. This Italian product cannot be sold to the third line. It must be sold in the first-tier cities, but we also have some low-end products, which are aimed at third- and fourth-tier cities. . So the next dynasty was on the channel, and the one, two, three, and four lines went hand in hand.
E-commerce is still only a beautiful vision [Reporter]: Let's talk about another channel now, the e-commerce voice is very high, many companies still do e-commerce, I don't know how you look at the emerging channel of e-commerce. of?
[Talking about the military]: We have been paying attention to it, trying it, but the strategy of each company is different. Maybe the company only does what it is best at, and does things that are in line with the corporate strategy. We don’t think that the vision of e-commerce is very good, but How to go on the road, how long to go, including what method each company uses, each company is different.
[Reporter]: Can you disclose the development strategy of our company?
[Talking about the military]: We are currently working on a plan, and it is not convenient to publish it.
[Reporter]: Many ordinary people think that furniture is not like buying a piece of clothing. The price is relatively expensive. Do you think that ordinary people can buy it online and buy peace of mind?
[Talking about the military]: I think the e-commerce prospects are very good, but at present e-commerce has a lot of places to be improved, and now it is just a good vision. Enterprises will do this according to their own development strategies and according to their own marketing strategies. Moreover, it is also necessary to combine the characteristics of the product, so this is a complicated technical solution that needs to be considered for a long time.
Adjusting product prices according to market development [Reporter]: Do we have any plans to raise prices, because many people are saying that raw materials are rising in price, and labor costs are also rising, do we have any plans to raise prices in the near future?
[Talk about the military]: We have been working hard to reduce our own costs, including logistics costs, manufacturing costs, and give this piece of benefits to the vast number of consumers and our distributors. As for where the material can go up in the second half of the year, or where the entire cost goes, it depends on the development of the market.
[Reporter]: In the previous stage, we made a forum on mahogany furniture, which mentioned the substantial increase in the price of raw materials of red rosewood. Many companies said that the price of mahogany furniture was adjusted all over the eleventh. I don’t know our "Imperial Dynasty" series. Will the product also raise the price? What kind of marketing strategy is based on the launch of the mahogany furniture series?
The internationally renowned furniture (Dongguan) exhibition, known as the “Important Engine of Houjie Economyâ€, kicked off today (September 5). The exhibition is the fourth largest furniture exhibition in the world. The exhibition is the 26th, with an exhibition area of ​​270,000 square meters and 936 exhibiting companies. This year's furniture exhibition, what new highlights will attract the attention of many inside and outside the industry? Send a joint report group from Beijing, Shanghai and Guangdong to report on the exhibition in all directions!