- Deputy General Manager of JGP Furniture Manufacturing Co., Ltd., Mr. Zhou Zhibang
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Jiemeng Furniture Zhou Zhibang: Caen, Caen!
May 8, 2009,
Four partners founded Jiemeng Furniture,
The Caen sofa was born.
Five years have passed,
Many Chinese people
When they mention Caen,
They feel a sense of admiration.
What is Caen?
Caen is a story.
Caen is a belief.
Caen is a brand.
Caen is an attitude towards life.
Caen is an innovative idea.
Caen is a group of furniture professionals who never stop moving forward.
In the field of fabric sofas, there are Pekingists in the north and Caen in the south. The former emphasizes stability, while the latter focuses on trendy and avant-garde designs. Both have their own strengths, which is why some people humorously say that the cloth sofa industry has "Beijing in the north and Caen in the south," showing its prominent status in the market.
   Faced with such high praise, Mr. Zhou Zhibang, Deputy General Manager and Marketing Director of Jiemeng Furniture, remained humble and cautious. He mentioned that Caen is still a relatively new brand and cannot yet match many well-known brands in the north. However, he emphasized that the key to Caen’s rapid growth in a highly competitive market is innovation.
>> The following is an interview between our reporter and Mr. Zhou Zhibang:
Tang Jiacheng: First, Mr. Zhou briefly introduces the development experience of Jiemeng.
Zhou Zhibang: In fact, we were not established for five years, and we turned five this year on May 8th. The meaning of the name Jiemeng is simple—four people sharing the same values. We wanted to create our own style in the fabric sofa industry and collaborate with dealers across the country who have operational capabilities and ideas to build our own territory. Several of our partners have over 13 years of experience in the furniture industry, with rich knowledge in production, design, marketing, and management. People jokingly call us the best partner.
   Of course, we are building a better platform to train the next generation of talent and recruit more people to help us grow stronger. Because the furniture industry is our lifelong passion.
Tang Jiacheng: Many colleagues say that Caen is a dark horse. What do you think?
Zhou Zhibang: It's true that Caen has made a strong impression in recent years. I believe our core competitiveness lies in continuous innovation. We always prioritize innovation in our marketing and services. For example, we developed an iPad application software in collaboration with the Guangzhou Vocational and Technical College Multimedia Research Institute called the “CCS Demo System†(Color Change System). This system has revolutionized the traditional sales model from “everyone†to “human-computer interaction.â€
The CCS demo system has five advantages:
   First, it offers a 360-degree panoramic display of the showroom and detailed product structure visualization;
   Second, the product can be rotated 180 degrees, solving customer concerns about not seeing the real effect of the product;
   Third, it provides four popular decoration styles and multiple apartment types, helping customers quickly decide if the product fits their home decor;
   Fourth, it allows instant color matching and easy fabric replacement with immediate visual results;
   Fifth, it creates on-site floor plans based on room size, allowing immediate furniture layout planning. Additionally, the WeChat fan platform directly addresses end-user needs. We also introduced a training and supervision team last year, including training, store openings, bargaining fairs, and cross-industry alliances to boost specialty store performance.
   Innovation is not only in marketing and service but also in products. At each exhibition, we launch at least two or three new products. We have three major brands under Jiemeng—Caen, Katie, and Karang—with price ranges from over 1,000 to over 10,000, catering to different consumer segments. Moreover, we confidently state that all our products are original. There is absolutely no product on the market exactly like ours. If there is, it’s a copy.
   All these efforts contribute to word-of-mouth and popularity. Currently, Jiemeng has 166 or 70 specialty stores nationwide, with Caen alone exceeding 100. So, it’s not exaggerated to call Caen a dark horse.
Tang Jiacheng: It turns out that the dark horse was born this way. You just said all Jiemeng products are original. How do you ensure originality?
Zhou Zhibang: First, we have a strong R&D team. We regularly collaborate with foreign design groups and the Guangzhou Academy of Fine Arts. We also follow international fashion magazines and attend the Milan Furniture Fair annually to absorb new trends. We also learn from dealers with good ideas on product development and fashion trends to improve our new designs.
   Second, we use over 1,500 types of fabrics, which shows the effort we put into product innovation. Everything we do aims to maximize dealer profits.
Tang Jiacheng: To make dealers more competitive, Jiemeng has really worked hard ! Next, Mr. Zhou will talk about the future of the furniture market from the industry perspective.
Zhou Zhibang: I think fabric sofas are still a huge market with no dominant brand, indicating lots of room for growth. Looking ahead, companies without innovation will struggle. Sitting in a dealer’s store is a dead end. Brands will gradually concentrate in the hands of dealers with ideas, resources, and a sense of service.
Tang Jiacheng: Based on your analysis of the current and future state of the industry, what development plan will Jiemeng implement?
Zhou Zhibang: Jiemeng always takes the mission of "creating a high-quality life for consumers." We focus on customer needs and the modern furniture industry’s trends. On March 17, we launched the Apple CCS system and our 2014–2016 development plan. In 2014, we upgraded all original storefronts and strengthened team building and training systems. In 2015, we focused on supporting dealers with ideas and improving cooperation and external channels. In 2016, we set up platforms, accessed local resources, and focused on details. Of course, we must overcome all challenges to achieve success.
Tang Jiacheng: After listening to your three-year plan, I want to say: I’m willing to be your dealer. So how will Jiemeng plan its brand development?
Zhou Zhibang: The positioning of the three major brands of Jiemeng is different. Caen targets the middle-class consumer group with higher demands for color matching, quality, and design. Katie is post-modern, aimed at club, hotel, and villa projects. Karang is young and fashionable, targeting small houses like resettlement homes and apartments. The three brands cover all consumers interested in fabric sofas.
   Taking Caen as an example, Caen is a story and a belief; Caen is a brand and an attitude toward life; Caen is an innovative idea and a group of furniture professionals who never stop.
   In fact, what I want to emphasize most is that any brand must be supported by tangible and acceptable products. Such a brand is a real brand. Regarding the development plan for the Caen brand, what we need to do is provide better and better products to consumers. We encourage dealers to open second or third stores, or even cross-regional stores, giving them a larger platform. We have numerous products and strategies to support dealer growth.
Tang Jiacheng: As vice chairman of the Shunde Furniture Brand Alliance, I finally asked Mr. Zhou to share his views on the alliance.
Zhou Zhibang: The scale and influence of Shunde’s furniture industry is undeniable, but it still carries a low-end image, which limits brand development in first-tier markets and raises concerns about product positioning. The establishment of the Shunde Furniture Brand Alliance has awakened local thinking. Today, in the face of competition, we must work together, not go alone. As a post-70s person, I’ve seen my elders making sofas by the fish pond since childhood, but that’s now just a memory. Compared to Hong Kong, Shenzhen, and Dongguan, we have fallen behind. As Shunde people, we should polish our brands and take them nationwide and globally.
   Over the past two years, the alliance has done a lot of work. After two years of exploration and effort, our thinking is more unified, and actions are accelerating. We are more confident than ever in promoting our own enterprises and the Shunde brand alliance.