On September 18th, the fourth terminal training camp of Lihao Business School with the theme of â€œGolden Shopping Guide, Determining the Terminalâ€ kicked off. As the annual end-training program of Lihao, Lihao Business School has sent a large number of outstanding talents to Lihao's terminal store since its establishment. What kind of improvement will this training bring to Lihao's terminal construction? The reporter interviewed Zhu Weihua, chairman of Lihao Holding Group Co., Ltd. in the training camp.
The industry that has not closed down, only the enterprises that have closed down [Reporter]: Hello, I wish you all! The theme of this training conference of Lihao Business School is aimed at shopping guides and terminals. What is the original intention of such a training theme?
[Zhu Weihua]: Our Lihao Business School was established in 2008 and is the first company in China's furniture industry to do it ourselves. Because we are transforming from migrant workers to industrial workers, in the listed brand enterprises, such employees need constant training and learning progress. Then our workers are still migrant workers. Your shopping guide and marketing are farmers. How do you make a brand? The brand is of blood, image, temperament and taste.
[Reporter]: At the just-concluded Shanghai Furniture Fair, the â€œChina Furniture Industry Terminal Channel Summit Forumâ€ was held. Many industry executives said that this yearâ€™s terminal is difficult to do. What is the situation of our dealers?
[Zhu Weihua]: It is our opportunity to be difficult to do. The bad value of others is our value. We are all better than others. There are 1,500 stores and 1,800 stores. Because they are 25 years and 30 years, how many years have we been? Still experienced the US financial crisis, the European debt crisis, China's economic crisis, we are babies, people are considered to be strong, young, only in such circumstances we have the opportunity to let those who have no brand, no technology, no research and development If there is no effective thinking, no management and innovative thinking, etc., such enterprises will be eliminated. The furniture industry itself has excess capacity, and there are a large number of surplus products. It is strange that there is no problem, so this is our opportunity. It is we have to find new excavation points, industries that have not closed down, and only companies that have closed down.
Cloud marketing accurately locates customers [Reporter]: As a mature brand in the industry, Lihao Furniture has been at the forefront of marketing innovation and has started microfilms. Can you introduce us to Lihao's new marketing?
[Zhu Weihua]: In fact, the mobile internet is a channel for our next marketing, and it is also a specific measure of our marketing innovation, which is defined as cloud marketing. How to get our customers, where are the customers, and who are your customers? This is the most important.
Knowing who the customer is, we have to study his lifestyle, for example, what TV he watches, what books to read, what car to drive, what is his hobby, and the interest related to his lifestyle and life elements. come out. Especially now, like the 80s and 90s, they gradually become consumers. They are drinking Coca-Cola, eating KFC, and McDonald's. They are related to these related symbols, just like the brand of his feelings. This is the way we want to study the lifestyle of consumers. For example, after the 80s and 90s, these groups now buy the first house. We canâ€™t do it according to the belief of the second generation and the second generation. Because I just graduated from college and got married, I have to buy a house. This time is very Poor money, but have to use, this is rigid consumption, you have to do what they like, I believe that these groups must pursue freedom, unrestrained, passionate, while pursuing fashion, as much as possible with his lifestyle, identity, etc. The situation is consistent, go find those things.
For example, for the grasp of the media, the listening rate of "China Voice" is relatively high, because there are cars. A car is definitely open, either listening to music or some news, you have to go there. We still have a micro movie, we will continue to shoot, this is the first. We hope that the first part will be better and can become a series. This theme can be used. We have exhibitions in March and September every year, plus May Day, National Day, and three or four micro-movies a year.
[Reporter]: Which type of microfilm will we have?
[Zhu Weihua]: We are affirming family life in furniture, and these are the emotional, life, and fashion elements. Lihao is low-key and not luxurious in its brand image, and it must be combined with our brand image. Lihao's brand image is still relatively positive, positive, and sunny. Chen Daoming's image temperament is consistent with our positioning. Therefore, we will take the emotional route, from the furniture life culture route, from the design fashion element route, to the public welfare, environmental protection, technology, and health routes.
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