Yingfeng wooden door eco-door the pioneer of the industry, the founder of China's high-end ecological wooden door, and the reporter from the door-to-door website went to Jinhua, Zhejiang province on January 7 to establish and develop the brand of Yingfeng ecological wooden door, as well as the way out for the benign development of the industry "and other contents, he made a special exclusive interview with general manager Duan Tien, general manager of Wuyi Lingrui Industry and Trade Co., Ltd.
General manager of Yingfeng wooden door --- Duan Zien
01
Door-to-door Reporter: Mr. Duan, Hello! I am very glad to be able to give you an exclusive interview today. Can you briefly introduce our original intention of creating Yingfeng brand and the development history of Yingfeng wooden door?
Mr. Duan: OK, Yingfeng wooden door was first registered and established in 2010. The original company was in Yongkang, Zhejiang province. Later, with the upgrading of scale, including the expansion of factory buildings and the renewal of machines, the original factory has been unable to meet the company's production capacity. In order to better serve the vast number of distributors and consumers, the company decided to move to Baihuashan industrial production base Wuyi county of Zhejiang province in early 2018. The scale of production has been expanded. Currently, its main brands include Yingfeng wooden door and Ruyi wooden door.
Since the establishment of factories in 2010, we have focused on the research and development and production of ecological wooden doors, belonging to a group of enterprises engaged in ecological wooden door industry which started relatively early.
02
Door-to-door Network reporter: ecological wooden door is a popular trend in wooden door industry in recent years. How did you think of making ecological wooden door ten years ago?
Mr. Duan: Before entering the ecological wooden door industry in 2010, I was still a teacher and engaged in education for five years. It was also a coincidence that I came into contact with the door industry. At that time, I also saw that there was still much room for development in the ecological door industry and I also wanted to make some contributions to the industry. Therefore, at that time, I did a lot of research on the research and development, production and characteristics of various doors, and felt that ecological wooden doors should be a development trend in the future. I think environmental protection should be an important topic in our 21st century. Since I want to choose, I have chosen the ecological wooden door that I think has the development prospect and conforms to the national encouragement policy.
At that time, Yongkang made a lot of solid wood composite door and painting door, but few made ecological wooden doors. As a businessman, of course, on the one hand, making money, doing something meaningful and valuable for the society is also a kind of life chase!
Yingfeng wooden door Image shop
03
Door-to-door Reporter: Yes, ecological wooden doors are also popular among young consumers at present. You are a passionate entrepreneur in the business operation, what is your product positioning for Yingfeng wooden door?
Mr. Duan: it can be said that the eco-door industry has been in a period of rapid development in the past nine years. In this process, Yingfeng wooden doors also follow the development trend and direction and conduct research on the development trend of the market every year, combine ourselves to adjust the research and development direction and investment proportion of our products.
Yingfeng wooden door also spent a lot of money on the original product line to develop customized products. Including the matching of colors and styles, the development of moulds and the procurement of some raw materials, all choose the best suppliers in the industry to cooperate, and the quality starts from the raw materials. In order to avoid serious and vicious competition of homogenization, the next development direction of the company is to stick to its own route and design and develop more patented products of its own.
Before 2016, almost all eco-wooden door enterprises in Yongkang faced the same problem: what color and panel are introduced on the market, and what kind of products do door manufacturers follow, as a result, the products made by everyone are highly homogeneous and unrepresentative.
Yingfeng wooden door has set up a research and development team to gradually develop its own unique style mold and customize its unique color. The combination of special customization of products has reached a coverage rate of 70%-80%.
Yingfeng ecological wooden door new sample
Yingfeng ecological wooden door new sample
04
Door-to-door Reporter: The product positioning and operation of Yingfeng wooden door indeed has its own system, which does not depend on the replication of the market and insists on taking its own route, what kind of plan do you have for our Yingfeng wooden door marketing channel?
Mr. Duan: in terms of channels, we still focus on the traditional dealer model, but at the same time, we also pay attention to the promotion of Internet Brands, including PC official website, WeChat public number, official mini program construction and other auxiliary means to help dealers better promote Yingfeng brand.
05
Door-to-door Network reporter: Yingfeng wooden door's policy towards distributors can be said to be a win-win policy, which has a strong sense of service for distributors. Next, can Yingfeng brand plan be disclosed first?
At present, the brand building of Jingdong is already in preparation for online network promotion, including CCTV advertising and local advertising investment. Next, we will also use the Internet platform to connect online and offline, realize online drainage, offline transactions, and Internet Plus, which is also a major trend. We will also invest plus-sized in this aspect. Some work may not have obvious benefits in the short term, but in the long run, it will play a role in brand promotion and drainage. Yingfeng wooden door investment agent details
06
Door-to-door Network Reporter: About plate customization and whole house customization, you also mentioned it just now. Can you talk about your opinion in depth?
Mr. Duan: OK, the direction of our new products in 2019 has been set. We mainly focus on the development of zero dried lacquer wooden doors. We have set three or four colors of our own, and then through the combination of these three or four colors, the styles on the splicing door board are very rich. Currently, there are 8 designed styles. The whole home is also a new trend in the whole home industry at present. For example, some TV background walls, wall panel, cabinets, wardrobes, etc. involved in home decoration can achieve the same color style of the whole house, and the whole house can be customized, we are currently taking the minimalist light luxury custom route.
Personally, I think the water is quite deep for this piece of customization of full set furniture, like last time ecological wooden door industry annual meeting some teachers also mentioned that if a lot of money is thrown in, it may not be able to make profits. In a short period of time, it cannot make money, and the input and output are out of proportion. Therefore, I personally suggest that our peers should not blindly follow the trend and need to be market-oriented.
Yingfeng wooden door Image shop
07
Door-to-door Reporter: Yes, enterprises still need to start from reality and recognize the development trend of the industry. At present, there is a very strange phenomenon in the industry, that is, to emphasize imitation and to light originality; To emphasize sales and to light design, how do you think about this?
Mr. Duan: Imitation and sales will be "profitable" in the short term, but if you want to build your own brand, you still have to rely on the quality of the product itself. Only by taking product quality as the foundation, insisting on product research and development and innovation, taking consumers' needs as their own responsibility, and doing a good job of pre-sales and after-sales service, can we get out of our own characteristics on this road of wooden door industry!
In 2018, we have completed these upgrades: the upgrading of plant scale, the upgrading of machinery and equipment, and the upgrading of raw materials. At the end of 2017, the original old equipment was basically replaced. Especially the door set all-in-one machine is one of the few in our Yongkang Wuyi area. At that time, many door factories came to observe and study. This kind of modern equipment is really efficient and labor-saving, and the product produced by this kind of equipment is much higher in fineness.
We have also upgraded the raw materials. Some manufacturers still use old materials to make wooden doors door set in order to save costs. We have all used new materials, which are more environmentally friendly and durable. Next, we also upgraded and improved the product packaging to better avoid the damage of the product in the process of logistics transportation and solve the worries of distributors. Let dealers sell more comfortably and worry-free.
Door set all-in-one machine
08
Door-to-door Reporter: Is there any policy support for distributors?
Mr. Duan: Yes, and our support for distributors is quite strong.
1. We provide the sample door support policy. In fact, we have already started the policy support since the 2018 door fair. We will send as many samples as we save. One year later, we return all the pre-deposits to the distributor, giving the distributor the greatest support, so that our new products can reach the distributor at the earliest cost. In this way, the strength of our new promotion is also great, and dealers can save a lot of costs. On the other hand, we change products quickly, usually once every six months. Like some dealers who have done a particularly good job, we will replace them for free at the first time. In addition, we also have year-end rebates, and we usually hold some activities on a regular basis, such as Labor Day and National Day.
2. Brand building, we made CCTV's advertisement to further promote the brand image of Yingfeng wooden door.
3. Like some old dealers, they will also actively upgrade from the original ordinary agent to the exclusive store. The influence of brands in the local area will also increase. In fact, this is also a link of brand marketing, which will be implemented locally.
4. Store decoration our company will have a unified subsidy and reward policy.
09
Door-to-door Network reporter: currently, which areas are the distributors of Yingfeng wooden doors mainly distributed in?
Duan General: Yingfeng wooden door distributors are widely distributed, and basically most cities across the country are distributed, such as northeast Shaanxi. The areas with relatively dense distributors are mainly concentrated in the surrounding provinces and cities such as Zhejiang, Jiangsu, Jiangxi, Fujian and Anhui.
(Left fourth: Yingfeng wooden door won the award of "the most investment value brand in 2018")
Yingfeng wooden door won the award of "the most valuable investment brand in 2018"
10
Online Reporter: What are your plans for the future development of the enterprise?
Mr. Duan: From the time when the brand was founded, Yingfeng wooden door has gone through nine years, and we have cultivated it for so many years, A large number of dealers and customers in our distributor team have started to cooperate since the beginning of our establishment of Yingfeng wooden door brand, which also shows that their recognition of Yingfeng wooden door products and brands is very high, next, in order to better help distributors to make this brand better in the local market and make joint efforts, Yingfeng wooden door will also raise the brand height from the aspects of product quality, innovation and service. In the recent annual meeting of the ecological wooden door industry in 2019, Yingfeng wooden door won the award of "the most investment value brand in 2018", and the arrival of 2019 will also be based on the original foundation, make our products stronger, more distinctive and more selling points, further expand the influence, and promote the image of the enterprise to a new level.
This article is an exclusive report on the door-to-door Network. Please specify the source for reprinting.
