Lin Linmen, Chairman of Linlin Mumen
[Reporter] Hello, everyone! Today, we are very honored to invite Mr. Chen Weinong, Chairman of Linlin Mumen, to come to our studio. I welcome you first.
Effective control of the factory to achieve high-end products, low-end price
[Chen Wei Nong] Thank you!
[Reporter] Thank you! First of all, the first question, please give us a brief introduction, Linlin Mumen this enterprise and this brand.
[Chen Wei Nong] Linlin Wooden Door is the top 30 Chinese wooden door. The enterprise itself is also a standing director unit of China's wooden doors. Although the time for our forest door development is not long. In the industry, it is also a company that has just started to develop, but we are also keeping up with the pace of development of this industry. Especially in the past two years, especially after we established a strategic partnership with SouFun, the promotion of our Linlin brand throughout the country, especially among consumers, should now be said to be getting better and better, and the influence is also more The bigger it is.
[Reporter] What are the categories of our Linlin wooden door products? What is the positioning?
[Chen Wei Nong] The positioning of our Linlin products should be based on medium and high-end. The medium and high-end products are mainly in the product structure, but from the consumer groups we target, we believe that the market should have comprehensive coverage, and most of the consumer groups are still below the mid-range, or middle and low-end consumer groups. Therefore, our product positioning is based on medium and high-end, from the design style of its products, the materials given, but our price positioning is still in the low-end. Then we put forward the marketing slogan of the market is "to do the wooden doors that ordinary people like."
[Reporter] You just mentioned that the positioning of our products is medium to high-end, and the price is positioned in the middle and low-end. But there may be some differences in the cost, or our profits. How do we deal with this?
[Chen Wei Nong] For the treatment of this part, I think that as our wooden door processing enterprise, or wood processing enterprise, I think the most important thing is to effectively control the factory. I think the control of the factory is mainly in three aspects. These aspects must first effectively control raw materials. The main raw materials can achieve even 100% utilization. This effectively reduces the cost of using the material. This is the first point.
The second point is to strengthen the strict management assessment of the factory. A management of labor productivity is a very important issue. Because it is difficult to recruit workers in the society, it is difficult to work. And now the wages will be higher and higher. But how can you effectively limit the cost of workers' wages to the most reasonable position in the price of a product? The key is the internal assessment of the factory and the employment assessment. Then how to further improve the ability of mechanized operations. This will reduce the cost of production workers to a minimum. Another key element is the comprehensive utilization of materials. In this way, we can reduce the factory cost of the product through strict management of the factory, and then give our distributors a best product, but there is one with the most competitive price.
[Reporter] So what are our core competitiveness performances? As you just said, our quality is very good, but the price is relatively moderate. This is a point. Any other?
[Chen Wei Nong] It should be said that the core strength of our entire market competition, in addition to one of our products, another is our price. Secondly, I think, or say, to do a brand promotion in the big picture. In small terms, I think it is to promote the market. In this marketing, we will organize nationwide marketing activities on a regular basis. Many people will say that marketing is nothing more than calling promotions and selling at a reduced price. Our idea is not like this. We use a lot of activities to attract consumers' attention, or to attract consumers' ideas. Can give consumers a kind of Linlin brand that pays close attention to you. What kind of activities are you doing to provide us with a desire to buy? Instead of presenting a price reduction sale, or saying that some products are available, they can be promoted at a low price. We are not adopting such a model. We are still guided by an effective brand culture.
[Reporter] What is the layout of our sales network in the country now? How many stores are there in the country?
[Chen Wei Nong] I just talked to the host before, but we are still a young company. Real market promotion, we are the last two or three years. So far we have 80 dealers, and the quality of our current dealer development is still relatively good. Let's take a look at this year's annual meeting. Everyone feels that we are attending the annual meeting. All of our dealers may have an age structure of around 35 years old. Although we did not deliberately require the age of 35 in the process of investment promotion. But we also did some analysis, because we may also be a latecomer. The previous developments have already made people's brands, and from their age structure, they may have a longer time. It may now be 40 years old or even 50 years old. My Linlin brand is a new born brand. Just like a young man, plus the promotion of our entire brand, we have a brand culture. Those who can run our products, he has a certain ability to do the market, and there is enough to be a brand in this regard.
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