Every year before and after the "June 1st", when children's furniture is selling hotly, this year is slightly different. The first national compulsory standard for children's furniture - "General Technical Conditions for Children's Furniture" (hereinafter referred to as "new standard") It will be officially implemented two months later, and the new standard will have a certain impact on the finished furniture enterprises, upstream materials companies, furniture distributors and even consumers. In this regard, Shunde furniture industry launched a discussion on the new standards for children's furniture, on May 31st in Shunde Lecong Fortuna Hotel held the theme of "win at the starting line, unforgettable innocence - 2012 "Children's furniture through technical standards" The seminar attracted many upstream and downstream enterprises and dealers to participate in the discussion of the purpose and significance of the implementation of the new standard for children's furniture, as well as the challenges brought to the enterprise. The experts at the meeting answered questions and discussed countermeasures. At the seminar, the reporter interviewed Liu Zhengfei, the general manager of Foshan Jintiantuo Furniture Co., Ltd., a leading enterprise in the children's furniture industry. The following is an interview record. Reporter: Before the implementation of the national standard, the enterprise for ordinary furniture Do you have any good suggestions for business growth? Liu decided to fly: I feel that enterprises must fulfill their responsibilities. Because we sell not only products, but also the future and health of a child. From this perspective, we will have the responsibility to improve ourselves, and we can also use this opportunity to enhance the competitiveness of our own business. Reporter: At present, the national standards have come out. Now, among the enterprises that manufacture children's furniture, there are not many enterprises that fail to meet the standards. Liu Chengfei: If it is a brand enterprise, it will demand itself according to the higher standards of the company itself. But if it is not a brand enterprise, it is hard to say. Therefore, we encourage consumers to buy brands that are truly qualified and have some social responsibility. A company with love, such as subsidizing Hope Primary School, offering some love, then he will have more qualifications to make better products. For example, our company went to Urumqi in Xinjiang on the New Year's Day in 2011 to raise funds. The first children's village aided by the International Children's Fund in China is in Urumqi, where there are Han, Manchu, Mongolian, Hui, Tibetan and other multi-ethnic children. These children have the biggest characteristics. They are not the parents who have died or their parents have lost. The straight-line blood relatives are very weak in the two generations. They can be said to be orphans in real orphans. But some of them are very talented. So we passed by and just happened to be Alpha’s birthday, and we went to offer love. At that time, I offered my love just to think that the company should have some love. After learning through the recommendation, I went to Urumqi. But strangely, because we can check the weather, we found that the airport did not have cruise conditions on December 30th. The weather on the 31st was fine, and I arrived in a five and a half hour flight. After completing the donation ceremony on the 1st, I came back on the afternoon of the 2nd. At 9:30 in the evening, Siberian cold air began to arrive, and there was no cruise condition. After returning, I chatted with my partner and said that it was a coincidence that God did blindly do something good. But I feel that there are some things that are destined for it. Like when we were invited by the distributors in the national dealer training last year, we were in the sale of several squares in Foshan, including some small pieces of furniture and decorations, etc. They bought the money themselves, we cost Sell ​​at a price. Why do you have to pay for it yourself? I told all the dealers that doing our industry, no love is not good. Even if you earn a little money now, the extent of your work is limited. There must be love in the heart, and the things that are made will have love. In the case of love, your career will flourish. At that time, I went to the charity sale with them. After the sale, we organized the Foshan Citizens' Church and donated tens of thousands of pieces after the sale to the organization below. They took the donated money to a Hope Primary School in Zhanjiang and added an electric classroom to the children. The students of the school wrote us a letter of thanks. We feel that we can do it little by little, and more importantly, convey a kind of spirit and a feeling. Therefore, our company recently spent a lot of money to shoot a promotional film, the theme is "all the way to love only." Because we feel that doing children's furniture, without love, you can't do well. For example, you have to learn technical standards, do technical transformation, and improve quality, all of which bring about an increase in the cost of steel. You can't raise the price, especially in the current environment. Then you must also do it. It is not just for collecting, but more importantly for a responsibility. Will all the people do it? not necessarily. However, I feel that a truly responsible enterprise, a company that is truly willing to carry social obligations, must do this in a way that is unswervingly done. Even if it is slower, it must go on like this. hope. Reporter: Have you been making children's furniture from the beginning? Liu decided to fly: We started as children's furniture. Reporter: When did you start doing it? Liu decided to fly: We actually started from the end of 2003 in 2004. Reporter: Is your dealer already distributed nationwide? Liu Dingfei: We have nearly 1,000 online stores nationwide. We opened 326 online stores nationwide in 2010, 279 in 2011, and 52 in May this year. Many of our dealers are introduced by peers. For example, the opening market environment this year is very serious, but why can we open 52 stores before May 1? Many of them are introduced by peers. We know that children's furniture knows that there are more couples and stores, the investment is not very big, and there is more room for investment and development than other industries. So some people have come to the introduction and may come with such a career mentality. However, after really entering the industry, I discovered that there is no other hole in the world. Every time we come in a partner, just like the day before yesterday, there was a partner to visit the factory. He said that Mr. Liu, why is this furniture so much money, it seems to be more than 300 more expensive than a certain enterprise. I am right, I will calculate the cost for you. After I counted the cost to him, I said that he was at this price. I couldn’t do it with my current cost. How can they do it? Reporter: Low cost? Liu decided to fly: Yes. So I think that if you really want to do a business, you must first ensure the quality of the product. In particular, this technical condition allows you to consider safety regulations more. Safety is a technical design, for example, the corner of the chair you want to animate, the adult may not care, the adult's head will not come here. But children are different. It is safer for children to find a large rounded corner. For example, if there is a hole in an adult chair, he will not consider it to be less than 12 cm larger than 6 cm, because adults are already very rational. But the child doesn't know, let's say the bed. If the hole in the bed is just so big, then the child will stick in when he sleeps at night, and may not come out, which will create some safety hazards. So he will have some technical requirements. Reporter: This requirement raises the safety factor in use, right? Liu decided to fly: Yes, consider the safety of children in use. Very big, you can just stick in and stick out, or if you are smaller, if you are smaller, you will not be able to get in. It is based on some security considerations. Sometimes it is not that some companies are not willing to do it. He is really not considered in a certain field. This standard was developed by a group of experts, and we can provide better services according to this standard. Reporter: The enterprise standard is stricter than the national standard, and how should it be done? Liu decided to fly: I think every company should be positioned like this. Reporter: Then Jin Tiantuo, specifically implemented in the enterprise, how to achieve more standard than the national standard? Liu Chengfei: First of all, you have to support national standards. This is the most basic. I feel that supporting national standards in responding to national standards is the most basic condition that companies should do. Reporter: The last question, Jin Tiantuo started as a children's furniture, and has been doing it for many years. I want to know what the market situation of children's furniture has been in the past few days. How about your sales? Can you introduce it? Liu decided to fly: the thinner the company will be in the future, but the market share will be larger and larger. Because the burden of carrying will be more and more, the responsibility to be done will be greater and greater. We still have considerable confidence in the future, but how to go in the future, I feel that we still need to leave our Jintiantuo people to work hard, to fight hard, and to continue to pay attention and support from media friends. thank you all!
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