A brand is an intangible asset of an enterprise and a manifestation of the core value of a product or enterprise. So how do companies in the furniture industry recognize brands? In terms of brand building, how do you do it? GO Jiaju has an exclusive interview with Mr. Yan Shanping, the general manager of the marketing center of DiGao, a well-known brand of Chinese software and furniture, to let him share with us the experience of building a brand.

De Gaulle brand image spokesperson: Jia Jingwen

De Gaulle, founded in 1988 , was developed from a workshop of a few hundred square meters of small-scale mattress production, and now it has become a modern factory with 250 acres of independent property rights. It integrates software design, development, production, sales and after-sales service. It has won the top ten software brands of Chinese furniture and the top ten mattress brands of Chinese furniture. It has certain influence and popularity in the Chinese software industry.

Mr. Yan Shanping, General Manager of Digole Marketing Center, accepted an exclusive interview with GO Jiaju

Mr. Yan Shanping believes that brand building should start from two aspects, one is “internal strength” and the other is “outside attack”. “Internal power” refers to the product development and product quality, while “outside attack” refers to talent and service.

First of all, in terms of product development, Mr. Yan Shanping said that he could not follow Guangdong, at least it should keep pace with it or advance.

Secondly, Mr. Yan Shanping said that the quality of products is the root of all. Therefore, for many years, Dyro's product failure rate has been maintained at a very low level, basically controlled within three percent.

Again, it is talent. Mr. Yan Shanping believes that for production companies, talents mainly refer to designers and marketers.

Finally, it is the service aspect. "All of our people's calls are open 24 hours. If the dealers can't solve the problem, we will drive to help him solve the problem in the first time. In addition, our customer service calls will be transferred to multiple interfaces, and Not a person is answering."

Di Gaulle furniture display

For the future planning of De Gaulle, Mr. Yan Shanping said this.

First, the production of the Hai'an project. “Our factory will cover an area of ​​more than 200 acres after the project is put into operation, and the plant area will reach 70,000 square meters. This indicates that our entire production capacity, scale and indicators can reach a new height.”

Second, establish a brand operation center. Mr. Yan Shanping said: "Because some workshops on the headquarters side have to move to Hai'an, some of the headquarters factories will be vacant. We want to use them all as exhibition halls. Not only show our own products, but also It can be used as a brand operation center. In the future, we will have a European exhibition hall, a solid wood exhibition hall, a panel suite exhibition hall, and an original software exhibition hall. There will be 7 floors in total , covering an area of 6,000 square meters."

Third, become the Red Star War Alliance brand. At present, most of Dyco's stores are distributed in some local stores, while the proportion of such sales places as Red Star and Moon Star is only about 30% . Therefore, in order to improve the possession of Digo's first-line stores. Rate, Mr. Yan Shanping said that he would consider becoming a War Alliance brand of Red Star.

The article was edited by GO Jiaju, editor of the original editor.

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