- Interview Foshan Nanhai Yalan Huangting Furniture Co., Ltd. Deputy General Manager Yin Zhaobing
Yin Zhaobing, a native of Jiujiang, Jiangxi, has served as deputy general manager of Foshan Nanhai Yalan Huangting Furniture Co., Ltd. since 2010. In 2011, he was selected as one of the "Top Ten Marketing Elites of China's Furniture Industry in 2011".
   "If Musi is changing the mattress industry in China, then Garni is also changing the sleep of the new generation after the 80s."-This sentence comes from Yin Zhaobing, deputy general manager of Foshan Nanhai Yalan Huangting Furniture Co., Ltd.
   What kind of company is Jani? Why is Garni changing the sleep of the new generation after 80? Let's see how "Furniture · Commerce" reporters unveiled its mystery.
   (Note: Foshan Nanhai Yalan Huangting Furniture Co., Ltd. referred to in this article will always be expressed as "Jani".)
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>> Jane, full of glory
   According to Yin Zhaobing, Jiani is the predecessor of Yalan Huangting, a veteran mattress enterprise focusing on the development, production and sales of sleep products. The head office is the Jinji mattress factory established in Shantou in 1986 (later renamed Shantou Jin Kee Furniture Co., Ltd.). In 2000, in order to meet the needs of the company's development, the head office established a branch factory in Jianhai Furniture Factory in Nanhai District, Foshan City. In 2009, Jiani Furniture Factory was renamed Foshan Nanhai Yalan Huangting Furniture Co., Ltd.
   In the 28 years since its establishment, Jiani has taken the noble mission of "committing to creating a healthy and comfortable sleeping environment for consumers" to continuously improve product quality and service system, passed the ISO9001 quality management system certification, and obtained "China's outstanding green environmental protection products", "China Furniture's Most Competitive Brand", "China's Top Ten Health Brands in Furniture", "China's Top 500 Quality Companies", "China's Top 500 Domestic Pan-Home Development Companies" and other awards, and was awarded "China Quality Credit for six consecutive years AAA level enterprise ", in 2011 was appointed as the country with the fifth Council of the Association governing units.
   Currently, Jia Town has 50 acres of land, high standard factory area of 60,000 square meters, multi-purpose exhibition hall nearly 5000 square meters, with the international advanced production equipment and rich production and management experience, the annual production of 300,000 mattresses Above, it has been continuously delivered to more than 30 countries in Europe, America, Southeast Asia, the Middle East and other regions, and more than 600 cities in China.
   "For the mattress industry, many people do n’t know that there is such a company, but we have been making mattresses by hand since 1986, and it has been nearly 30 years now, and it ’s about 300 miles away in Puning. Locally, the annual sales can reach 150,000 mattresses, which is actually a true portrayal of our low-key and pragmatic, good self, and appearance. What we see from the boss is the appearance, the same is true of our products . Zhefan words, it is a true portrayal of Jia Town, ah! Its history is full of glory, but it has the calmness of running without water, silently cultivating and dedicating.
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>> "Jani, change" after 80 "sleep
   There is a book called "Dream 8000 Days", which says that there are 30,000 days in life and 8,000 days of sleep. According to statistics, there are more than 1.3 billion people in China, of which more than 250 million are in the new generation after 80s and 90s, and these people have become the main force in China's sleep consumer market. never fail.
   Faced with this huge opportunity, as a 28-year-old professional mattress manufacturing company, Jani has been studying the sacred subject of sleep, advocating a healthy sleep lifestyle, allowing more people to enjoy sleep and let life Two thirds are even more exciting. Some years ago, Nepal decision-making will be good-looking high visions, eyeing the market after 80, 90, re-adjust their target groups and positioning products, put a strong R & D capability, physiological for the new generation of people, who are 80, 90 Characteristics and psychological needs, it took two years to successfully develop a new generation of high-performance mattress products Jani Sui Yimian, and launched in Guangzhou International Furniture Fair in September 2011. Because Jani Sui Yimian pioneered in the mattress industry, he proposed zero carbon emissions, zero gap support, zero boredom, zero noise, zero harmful substances, zero core change, zero odor, and zero worry. "Technology has successfully achieved differentiated positioning and new technological breakthroughs, won high recognition in the industry and applauded the market, and demonstrated the strong market appeal of the Garni brand.
   Jani Sui Yimian advocates the concept of simple and easy sleep, and advocates the unrestrained "Sui Yimian" sleep culture. It adopts the "new generation sleep mode" as the product design concept. The product uses the perfect combination of color, softness and touch. Through the groundbreaking "eight zero" technology, integrated with ergonomic principles, rational design of the back curvature and mattress hardness during sleep, greatly improved the sleep problems of the new generation of post-80s and 90s in China, and brought new generation consumers Easier and more enjoyable sleep enjoyment, creating a new era of sleep products.
   Philip Kotler, the father of modern marketing, said this: "There is only one winning strategy, carefully determining the target market, and providing the value they need." Jani ’s decision makers clearly understand the truth, only then In one fell swoop, it captured the new heights of China's new generation of sleep in the 80s and 90s!
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>> "Troika" join forces, OEM is still promising
   "Now Jiani has undergone tremendous changes, and the output value has increased several times over three years ago." Yin Zhaobing looked radiant, and his joy was overwhelming. He told reporters that this huge change stems from the two bosses' foresight and quick response, from the hard work of hundreds of employees, and from Jani's "troika". Growth. The so-called "troika" refers to the OEM business unit, the independent brand business unit, and the e-commerce business uniting together to promote the rapid development of enterprises.
   Speaking of OEM, Yin Zhaobing was more energetic and emphasized that OEM is still promising. The company will set up an OEM business department in the near future to receive OEM orders, including domestic OEM. "Many people disdain OEM, especially factories with a certain output value are more disdain to do OEM, but this is definitely a big direction. The future development trend is inevitably, if you have an advantage in the production field, you will do good production If you have an advantage in the marketing field, you will do a good job of marketing instead of putting all your strength on your own brand. "
   Yin Zhaobing admitted that many bosses and professional managers often fall into a misunderstanding, thinking that OEM profits are too thin now, but they are not. If the personnel costs, brand promotion costs, and store operating costs invested in making an independent brand are taken into account, it may not be higher than the OEM profits. And the mass production of OEM makes the cost easier to control, and can form a stable supply chain. The same is true of e-commerce, not necessarily low-priced products, such as Vipshop, they are doing some high-end, high-priced products. E-commerce is leading a trend in furniture consumption. In the future, two sales models, physical stores and O2O, must coexist.
   "Therefore, the bosses of furniture companies must go to 'Open' old thinking, completely absorb some new things, and don't always hold a refusal attitude and use their own inherent judgment to judge This doesn't work, that doesn't work. I think Jani's core competition is to be good at all, and the boss is good at receiving some fresh things, and then walks step by step on the ground. "Yin Zhaobing said powerfully.
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   At the end of the interview, Yin Zhaobing introduced the brand development plan of Jani to reporters. He said that the sleep industry is a huge and dynamic industry. The company will unswervingly advance Jani to a higher level, from building Jani Mattress's mature channel platform, to the increasing abundance of Jani Sui Yimian's 80 new-generation sleep system, and to the perfect shaping of Jani bedding in the future, a new product that subverts the sleeping world will soon be released!
   Let us wait and see and witness another butterfly change of Garni!
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