On April 23, 2021, Jilin Forest Industry Lushuihe particleboard website made a field visit to Lushuihe particleboard partner Beijing Ruishang Meijia Trading Co., Ltd., and had an interview with Shi Junyou, general manager of the company. Mr. Shi doesn't talk much, is not talkative, is steady and warm, and always shows a sincere smile on his face, like a simple and honest uncle. It is understood that Mr. Shi started to make furniture by hand in the 1980s, and in the home furnishing industry, it took 40 years to build a well-known brand of "Ruishang Meijia".

Founded in 2014, Beijing Ruishang Meijia Furniture Co., Ltd. is a large-scale furniture enterprise integrating R&D, design, production and sales. It has world-leading digital production equipment, high-quality design experts and sales elite team. By introducing international advanced design concepts, sales and management models, it perfectly integrates refined, concise and practical design styles with industrialized production, highlighting the strong trend of finished products and customization. The company has more than 1,000 products such as panel furniture series, sofa series and mattress series.

[Guest] Shi Junyou, General Manager of Beijing Ruishang Meijia Trading Co., Ltd.

[Reporter] Lushuihe particleboard website Yu Yi

[Location] Beijing Ruishang Meijia Trading Co., Ltd.

[Time] April 23, 2021

[Reporter] Rui Shangmei's family has sprung up in the fierce competition of panel furniture brands in just a few years. How did this happen?

[Shi Junyou] At the beginning of our establishment, Ruishang Meijia set a clear and definite market position, which is to provide consumers with exclusive quality life. Over the years, we have always taken "building your unique home life" as the brand motto, focusing on high-level customization of the whole house, and have large and small standards and regulations on quality for each product. Every new colleague must devote at least a month to understand and remember it clearly. Many standards sound like nothing, and only experts can understand them, but after all, the quality details will only be presented a little bit when the furniture is really used, so the praise rate and recommendation rate of our products after use are high, forming a good word-of-mouth effect and increasing our customer base.

[Reporter] What do you think is the core competitiveness of Ruishang Meijia?

[Shi Junyou] Our core competitiveness is very simple, that is, sharing green. Many consumers have experienced or heard of buying complete furniture for half a year or even a year before they dare to live in it. No matter how much you brag about the product and how exquisite the advertising picture is, consumers dare not use it after buying it. Isn't it putting the cart before the horse? Therefore, green is always centered on environmental protection and customer-oriented. Our products have been certified by many professional organizations and are firmly responsible for the health of consumers. Of course, good products are inseparable from good materials. Lushuihe brand particleboard has high quality in the hearts of consumers, and the products are environmentally friendly. We chose Lushuihe brand particleboard to keep the first "environmental protection barrier" for consumers.

[Reporter] What do you think of product quality in the current marketing environment?

[Shi Junyou] Furniture products are different from general fast-moving products. The composition and appearance of fast-moving products are extremely similar, and the product homogeneity is very high. Only fast-moving products will only study marketing and research opponents, with marketing power in the first place, and their marketing spell is speed, and they will be sold by magic means. However, the furniture industry is characterized by the concept of research and development, and belongs to the industry of personalized products, belonging to an artistic carrier and article in a specific space. The quality of products is more important and lasting than marketing. The products themselves are not good, and no matter how strong marketing is, it will not go far.

[Reporter] How do you deal with the marketing environment and competitors?

[Shi Junyou] Ruishang Meijia always grasps the quality of products, and pursues natural harmony, humanistic feelings, safety and low consumption, coping with the market and quick response. We follow the unique laws of nature, and reconcile the conflicts in space structure, color tone and lighting to achieve a harmonious and comfortable healthy room in mind; We pursue a home environment with humanistic feelings, and combine modern functions and technical requirements to create a warm, comfortable and harmonious spiritual space for modern consumers; Through the safety design means, we avoid the hidden danger of indoor environment safety and embody the guarantee of healthy home life. These are the qualities created by our products, that is, the sense of high quality in consumers' mouths.

[Shi Junyou] The poor quality has the most direct and profound adverse impact on furniture enterprises. Furniture enterprises are in an era of highly convenient information circulation and gradually diversified public opinion supervision system. With the maturity and rationality of consumer groups, the execution ability of enterprises at the quality level will become an important indicator to test their brands. Furniture's mistakes in quality are very fatal, and it is likely to become the terminator of the brand. There are many related examples in the whole furniture industry.

[Reporter] Besides excellent quality, what other elements do you think a good furniture brand needs?

Besides quality, I think another core is value-added service. If we only talk about quality without service, then this brand will not stand. Therefore, the core value of Ruishang Meijia brand in the future is in quality and value-added services.

[Shi Junyou] For example, if consumers know about us through various channels and call us for consultation, we will have a very professional and well-trained customer service representative to receive them and provide consumers with comprehensive and professional consultation and answers. Finalize the scheme in pleasant negotiation, and we will also provide you with the design advice service of water and electricity. We will arrange engineers to install and debug at home, and explain the use and maintenance of the products to customers in detail. At the same time, the engineers will conduct a comprehensive review of the installed products to ensure that the products are installed in users' homes in a perfect manner. At the same time, the service information will be synchronously fed back to Ruishang Meijia Furniture Customer Service Center, and we will make regular follow-up visits to ensure customers' satisfaction. And including the preliminary design, room water and electricity line arrangement design, etc., are free. As long as customers have needs, strive to meet customer requirements.

[Reporter] What suggestions do you have for the development of the home furnishing industry? 　　

[Shi Junyou] For me, peers are friends and like-minded comrades. I have been engaged in the furniture industry for 40 years, and I feel that China is a very big market, and the consumer groups of high-end furniture are constantly improving both in quantity and quality. We should constantly form products with independent intellectual property rights and core competitiveness, and at the same time, we should be able to continuously introduce new products and produce products that are widely recognized in the home market.

[Reporter] Thank you, General Manager Shi. Thank you very much for accepting our interview during your busy schedule.