Chen Qinghua, a furniture association: promoting cultural propaganda of Hong Kong furniture brands

Reporter: The Hong Kong International Brand Furniture Festival has been successfully held many times. Can you please let Mr. Chen talk about the feelings of the Hong Kong International Furniture Brand Festival?

Chen Qinghua: After so many years of development, China's furniture industry is gradually moving from the production era to the brand era. Under this background, the Hong Kong International Furniture Brand Festival is organized in response to this brand era.

The Hong Kong International Furniture Brand Festival has been held since 2005 and has been successfully held more than 20 times this year. Moreover, the Hong Kong International Furniture Brand Festival has formed a stable program model.

The Hong Kong International Furniture Brand Festival can be said to be a win-win move. From the perspective of furniture manufacturers, you can use the brand festival to promote your brand and get a chance to promote the brand; from the perspective of the store, you can use the brand festival to attract a large number of consumers, boost the popularity of the store, and promote the sales of the store; From the perspective of business, you can use the brand festival to achieve further communication and communication with the manufacturers, and to be able to unite the company to better promote sales.

In fact, it is not the main purpose of organizing the Hong Kong International Brand Furniture Festival. This is not the main purpose. The main purpose is to promote Hong Kong furniture brands, create brand culture communication, and promote a product spirit and concept. And establish a mature operating system.

Reporter: What are the standards and requirements for Hong Kong furniture brands in the process of collectively entering the store?

Chen Qinghua: When we choose to cooperate with the store, we also have our own selection criteria. Because our Hong Kong furniture brand mainly promotes the high-end brand market, the positioning of the store also needs to be compatible with the product brand, so that it can be used in cultural promotion and marketing. Achieve a high degree of unity.

The responsibility of the Hong Kong Furniture Association is to create a Hong Kong furniture brand alliance. We collectively enter the store in the form of a brand alliance, which can enhance the intangible value of the brand of the product.

Reporter: There are many brand companies in the Hong Kong Furniture Association. How do the associations coordinate the brands in the process of collectively entering the store?

Chen Qinghua: Since its establishment more than 20 years ago, the Hong Kong Furniture Association has a certain degree of credibility and can influence brand enterprises. The association has a strong appeal among its members, and companies are willing to follow the association. In this way, the association can achieve the brand effect of 1+1>2 in the process of brand integration.

In the process of entering the store, the association will find common ground through mature brand planning, while taking full care of different brand characteristics. For example, in the process of entering the Chongqing market, Hong Kong furniture brands have independent brand pavilions, and in the sixth metropolis of Hefei, because of the lack of conditions, Hong Kong furniture and membership brands are arranged on different floors and sub-regions.