Mr. Xie Yanbin, Prince of Hong Kong: 13 years of deep accumulation and training

Ms. Yan Yanbin, Marketing Director, Prince Edward Group

[Reporter]: Dear friends from Sina, everyone, now I am in the pavilion of the Prince of Hong Kong. I am very honored to interview Mr. Xie Yanbin, Marketing Director of the Prince Edward Group.

[Xie Yanbin]: Hello everyone, everyone, everyone.

[Reporter]: What is the theme of the Hong Kong government's participation in this year's exhibition? Why is it such a magnificent decoration style?

[Xie Yanbin]: This exhibition design style is actually our unique positioning. Everyone knows that in the industry, the Prince of Hong Kong is specialized in software. This time, the whole design is also about how we embody professional software. So from the layout of the appearance, we completely use the combination of leather and cloth, and then use the cloth to make a hanging form. Therefore, if you look at it from outside, you can look at the cloth and leather. When you look at it, you know that it is software. He doesn’t know whether to make solid wood or make a plate.

[Reporter]: From the situation of the exhibition today, what do you think is the highlight and highlight of the whole exhibition compared with previous years?

[Xie Yanbin]: I think the exhibition is almost the same, but from the pattern of the whole exhibition this year, there are more people waiting to see this year, their choices are also very cautious, dealers are also very cautious, and more are holding one. Try attitude. Regardless of which brand you choose, you will talk about it for the purpose of trying it out.

We are fine, because the Prince of Hong Kong has 13 years of word of mouth, and as our investment advertisement says: 99% of our customers are profitable, and we will work hard for 100%. This is also the reason why many merchants come to the exhibition hall to understand the Prince.

[Reporter]: As far as the situation you just mentioned, that is to say, many dealers are now holding a wait-and-see state. In this environment, what do we think should be done by our manufacturers to encourage the morale of dealers and ensure What about dealer loyalty?

[Xie Yanbin]: Actually, the market is good and not good. I don’t think it’s important. The market is good. Everyone can do development vigorously. The market is not good. We should still return to our fundamental things. Through marketing and through some means, It is ok to pull in the off-season, but I think that is not the basic thing. If we make furniture, I think the most basic and fundamental is to focus on the source and products.

In the past 13 years, the Prince of Hong Kong has been relatively low-key, but I feel that it has been topped out in the past two years and has become the largest (software furniture) in the southwest. Looking back, we actually have no vision to think about other factories. In the past 13 years, we have been doing our products in a quiet and down-to-earth manner. Everything is done around products. Therefore, no matter whether the market is good or bad in the future, for us, the products are built around "practical, durable and easy to use". Work hard.

We have done the product well, and we have done a good job. Our dealers don’t have too many after-sales problems. If there is no after-sales problem, he will have more confidence to sell such products, so give them the greatest confidence. I don’t think so. Policy, but on the product.

[Reporter]: From what you just said, the products of our Prince of Hong Kong are basically facing the masses. How is the distribution of our channels? Where is it?

[Xie Yanbin]: In fact, we have a total distribution of one or two levels. The second and third levels may be more widely distributed. The first-tier cities are bound by the mall. There may be some high-end shopping malls that don’t go in, but basically every provincial capital we There are.

[Reporter]: But are there such high-end products already in the first-tier cities?

[Xie Yanbin]: Yes, we have other brands of high-end products in the first-tier cities, the outlets are still in the southwest, based on the southwest facing the country, if we can go to the world, it is actually the next step, and now we are also making some preparations.

[Reporter]: Now that the Hong Kong Government has proposed a global branding strategy, how can we achieve it? What is our next plan?

[Xie Yanbin]: Our global planning is actually only a goal. We must have a fundamental foundation in the world - we must do a good job in the domestic market. We want to do a good job in the local market at home, and then we have the strength to do foreign markets. For us, targeting foreign markets is not just a foundation and a goal. However, this year, we also recruited some foreign Italian designers to join our team. In fact, these are all designed to break through our products, and our channels have gone abroad to lay a foundation.

[Reporter]: So we will continue to do a good job in product design and development, and then base ourselves on the domestic market, and then slowly move toward globalization.

[Xie Yanbin]: Right.

[Reporter]: Thank you for accepting our interview.