After vowing to make Top 100 furniture into a commercial brand, Chen Xiaotai, General Manager of Top 100 Furniture, became more and more eager for innovation and breakthrough in many aspects. On January 7th, on the occasion of the distributors ’annual meeting, the Top 100 furniture grandly launched new products in 2011, each of which is full of creativity: abandon the new solid wood furniture of the previous solid wood furniture, the bulky style, with the chief design from Germany The "Lightning" series of panel furniture created by the teacher and the improved pine "Harry" wooden furniture for children. Unlike the traditional marketing model with more sales channels, the top 100 new solid wood furniture adopts a new model of limited city sales. Only 30 cities authorized can sell this new product, which allows people to see the "overbearing" of the top 100. With strength.
Marketing innovation: new products are only sold in 30 cities
On January 7, at the Shunyi Qiaobo Conference Center in Beijing, hundreds of top 100 furniture distributors from all over the country gathered to attend the annual distributors' annual meeting. Chen Xiaotai, general manager of Top 100 Furniture, routinely threw a surprise to many distributors: Top 100 has new products, this time is new solid wood furniture and "Lightning" series of panel furniture, as well as the improved pine wood "Harry Chalet" "Children's furniture series. However, Chen Xiaotai does not want to spread the distribution network, but only sells new products in limited cities.
It is quite popular in the fashion industry, but it is the first time in the furniture industry. This means that in the cities that are not selected, customers are likely to be unable to buy the top 100 new solid wood furniture with money. In the current environment of the upstream property market is not optimistic, furniture peers are thinking about how to expand marketing channels, trying to sell furniture as much as possible, but the top 100 has turned out some customers, it is surprising.
Chen Xiaotai's concern is not on the marketing channel, but how to complete the existing orders on time to ensure that customers can use the top 100 products in a timely manner. "Almost half a month ago, we did not receive new orders, and we could not supply goods after receiving them. Let's look at the situation after the Spring Festival! The top 100 products are not worried about selling. Can the city supply be limited?" Chen Xiaotai explained Reasons for restricting city sales.
It is understood that the top 100 new solid wood furniture is positioned in the mid-to-high-end market, abandoning the bulky and bulky styles of solid wood furniture in the past, it looks very light and smart, but it does not lose its noble temperament. For this reason, there are 30 cities that have entered the Top 100 Limited Issuance List, almost all of which have strong per capita spending power, such as Shanghai, Beijing, Guangzhou, Shenzhen, Tianjin, Hangzhou, Ningbo, Changsha, Shenyang, etc. The top 100's restrictions on dealers are almost overbearing. Only consumers in the above cities can buy the new solid wood furniture that the top 100 has launched, and dealers are not allowed to sell across regions. "This aspect is to protect the interests of dealers, on the other hand is also to control the output of the top 100 furniture." Chen Xiaotai said.
Product Innovation: "Lightning" Breakout Panel Furniture
In the furniture circle, Chen Xiaotai has always been recognized as the person who is most focused on making furniture. His biggest hobby is to stay in the factory to study furniture with skilled workers. With this perseverance, the product quality and quality of the Top 100 furniture are well-known in the industry and customers, and their performance in design is particularly praised. In the context of the tightening housing market in 2010, the top 100 companies still achieved a 45% growth rate. At this point, Chen Xiaotai is quite proud of himself, and bluntly said, "Why are the top 100 furniture selling so well, in addition to superb materials and workmanship, is it not a novel and unique design?"
Top 100 furniture is designed with care. In this distributor's annual meeting, in addition to the release of new solid wood furniture, Top 100 also has a new series of O'Falley panel furniture. The design concept borrows the cause of "lightning". It is different from the past that the new products have selectively adopted German design. This time, the top 100 families completely adopted the ideas of the well-known German furniture designer Hilbach, who was "purchased" by the top 100 high salary and only worked for the top 100 in China. And with real products, it perfectly expresses the philosophy of this top 100 chief designer. "Who said that there is no design for panel furniture, after reading the 'Lightning' series, you don't need a salesperson to introduce it when you enter the store, you know it is a top 100 furniture." Chen Xiaotai said proudly.
In the panel furniture exhibition hall of the Shunyi Industrial Park of the Top 100, the reporter saw that the "Lightning" series is indeed extraordinary. For example, the panel on the cabinet is no longer horizontal and vertical, but it is "cut" into an irregular shape and then spans a single cabinet, and is combined with other cabinets to form a furniture with a visual extension effect. Like a fallen tree branch, it twists and turns and is extremely shocking, just like the whole process of "lightning" from the beginning, to the expansion, and finally to the explosion.
In terms of details, the Top 100 furniture is the pursuit of perfection. For the first time, small LED spotlights are used for lighting in furniture, so that bookcases, wine cabinets and other products exude fashion. "The combination of lighting and furniture is an important feature of the top 100 new products. This is the first time in the furniture industry." Chen Xiaotai said confidently.
Brand promotion: improve comprehensive innovation ability
"In the past 10 years, the average annual growth rate of the top 100 furniture has remained above 30%. In 2010, the top 100 sales increased by 45%; in 2011, our goal is to increase by 50%." In front of the dealer, Chen Xiaotai preached the development plan of the top 100 with undoubted tone. He believes that with the comprehensive innovation ability of the top 100, it is not a dream to accomplish this goal.
In the past year, the comprehensive strength of the top 100 has been continuously improved: the second phase of the Shunyi Industrial Park project with an investment of 100 million yuan was successfully completed and put into operation. The international production line and the new plant will be put into use, which will greatly increase the annual production capacity of the top 100; The 30,000-square-meter logistics center was put into use, which greatly expanded the logistics distribution scope of the top 100; the furniture business school founded by the top 100 officially opened, and professional teachers irregularly trained employees to improve the overall quality of employees. "These measures are improving the comprehensive capabilities of the top 100 and giving the top 100 people greater confidence." Chen Xiaotai said.
Of course, what Chen Xiaotai is most proud of is his innovative ability. This not only includes product design, but also the store shopping environment and marketing model. Just like the limited city sales model, it is an interesting marketing method. Chen Xiaotai revealed that a brand new blueprint for the top 100 stores has been released, and in the near future, people will see major changes in the top 100.
In another two months, the top 100 furniture will appear at the Guangzhou Furniture Fair as scheduled. There, Chen Xiaotai won a 1,000-square-meter booth, the largest among all exhibitors in Beijing. Unlike the previous focus on attracting investment, the top 100 exhibitors focused on promoting corporate culture, displaying corporate image, and enhancing brand added value. Products and culture go hand in hand and become the leading brand in the Chinese furniture industry. This is the goal that Chen Xiaotai has always pursued and has not changed.
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