Daxin cabinet Pang Xueyuan: research kitchen culture to create value for customers

In 2013, the word “Chinese Dream” ignited the passion of the nation and also sparked a discussion of dreams in the Chinese kitchen and bathroom industry. Everyone is a participant in the Chinese dream. So, what is the dream of the kitchen and the guardian? How do we get to the Other side of the dream? What is the key advantage of opening the door of dreams?

In this year, which is destined to carry historical missions, Sohu Focus Home proposes “Kitchen·China•China Dream”, which will explore the roads and dreams of the kitchen and bathroom industry together with the kitchen and bathroom industry elites to jointly depict the future blueprint of the industry.

[Kitchen Stage Interpretation of Wonderful 2013 China Kitchen and Bath Show]

[Interviewer]: Pang Xueyuan, Chairman of Daxin Cabinet

[Interview time]: 2013-5-28

[Location of the interview]: Shanghai New International Expo Center

[Reporter]: I am very glad to be able to interview you today. Is Daxin Kitchen Cabinet the first time to participate in the exhibition?

[Guest]: The fourth year.

[Reporter]: What do you think this platform can bring to you?

[Guest]: Let more people know about Daxin.

[Reporter]: What are your expectations for this exhibition?

[Guest]: I expect this one. We joined more than 140 dealers here last year, and this year is estimated to be better than last year. For our brand, products generally contain two values, one is the value of the product itself, and the other is marketing expenses. We reduce the marketing expenses to zero. After we drop to zero, our price is always 1/2 of the same quality price. The basic philosophy of our letter is that most people in the world need high quality and low price products. This is The significance of our existence, this is also in line with the spirit of the central government. The fruits of reform and opening up have benefited the broad masses of the people. We rely on our own technology and rely on our own patents to build such a brand and serve the public.

[Reporter]: I have checked it online before, saying that Daxin built a kitchen museum. Why should I build such a museum?

[Guest]: As a leader in the industry, we have this responsibility, because from the creation of China to the creation of China, to find the root of creation, the kitchen is for people to use. Chinese cooking and eating are very different from those in Europe. European kitchens can't be done in China. Ten or twenty years have passed. No imported brand has started in China because of China. I don’t know what the people use. For example, foreigners basically don’t steam. China’s grain is three to four times that of Europeans. Vegetables are five times more. Chinese people don’t use knives and forks. Chinese people use chopsticks. How to design things that meet the consumption habits of ordinary people, he is comfortable, durable and beautiful. On this basis, we must find the difference between Chinese kitchen culture and Europe from the roots, and then seriously study our great national kitchen culture. Personality, then find this law, standardize it, industrialize, produce in my factory is industrialized, and personalize to the customer's home. Through the combination of these models, the innovation of marketing models and the innovation of technology create value for customers. This is my cabinet, sold to the agent, the price of our customers buying our cabinets at the terminal is the price that he can't hit the woodworker at home. We can do this step, mainly standardization.

[Reporter]: Because I have interviewed other companies before, they told me that the best standardization is to look at Daxin. Why do your companies do the best in standardization?

[Guest]: Because standardization is the premise of industrialization, industrialization is the only way out for the industry. Industrialization, like the clothing worn by everyone is an industrial product, but everyone wears different products and individual products, which requires innovation. The basis of innovation is to understand the customer's usage habits, which requires a very complicated and serious process. We have a magical combination of more than 200 different cabinets, with more than 1,700 combinations and training. We have more than 1,000 stores across the country, and we have 239 training sessions. What concepts are there for 239 trainings? That is to say, each month, 3 issues, it takes more than eight years. We are an ideal team. We are step by step through training, through price advantage, reducing costs through large-scale production, so that everyone can use good and cheap things. . Just like no one is now wearing a sweater, why? Because the sweaters weaved are good and cheap, the kitchen cabinets are like this. We have this grasp, the chest is full of hope, and there are millions of gods in the chest.

[Reporter]: What is the platform for communication between Daxin and dealers?

[Guest]: There is no complete ERP system. This is our own research and development. It was used in 2005. This system is leading in the world. We use cloud computing. Our agents train our computer language, take measurements at the customer's home, input our system, and turn into an industrial value order through cloud computing. Order, very modern.

[Reporter]: Can this system solve many non-standardized problems?

[Guest]: This has been solved. Under normal circumstances, the supply dealer is three and a half days, and the industry average is 25 days. After we have accelerated the time, the price will drop. It takes 25 days and 3 days and a half to make a kitchen cabinet. It is definitely different.

[Reporter]: Now many kitchen cabinet companies will maximize profits through direct sales stores plus e-commerce models. I don’t know if Daxin kitchen cabinets are considered in e-commerce. How do you view the pros and cons of kitchen cabinets?

[Guest]: I see it this way. E-commerce is a development trend. We have been trying. We have such an organization. We call the new media center and there are special stores below. It is like this, generally it must be grounded, or customized products, to the customer's home to measure, online ordering, underground landing, after-sales to keep up, we think this future is boundless, we are also doing.

[Reporter]: How do you think about new media? What can new media bring to you in the future?

[Guest]: Bring revolutionary changes, and we are doing, and contact the group purchase network, as well as our online store, combined with the following floor stores, our company does not have direct sales stores, all of our more than 1,000 stores are joining The shop of the business, every family makes money, no one does not make money, as a business does not make money is a scourge, people follow you, and my heart is not practical.

[Reporter]: Everyone said that every enterprise will have a bottleneck when it develops for a certain period of time. What is the biggest problem that Daxin thinks?

[Guest]: Our biggest problem is that we need time and we need to persist. We now have more than 1,000 stores. There are more than 1,700 counties in China, there are 333 prefecture-level cities, there are many municipalities and capital cities, and there are 4,800 towns. Our prices can be penetrated deeply. Our quality can also be trusted by everyone. We need time. And insist. We have a market share now. We are the one with the most kitchen cabinets in addition to Europa in the country. However, in fact, 80% of our target market is not occupied. This is the direction of our efforts. We are not confused. We are brave.

[Reporter]: This year's two sessions of President Xi also mentioned the idea of ​​a Chinese dream. I don't know what your dream is.

[Guest]: My dream is like this. I am 50 years old this year. My child started to pick up my class after I graduated from Beijing. After three years, I can basically get rid of it because the child has already I have been doing it for 5 years. My dream is that my wife and son are filial, the employees are happy, all the agents are making money, and the customers are satisfied. In the future, my dream is to bring the children well and hand over the business to the company, because there are so many employees who follow us. If I don't pay well, my company can't do it, so many customers who are looking for after-sales. We sincerely regard customers as our food and clothing parents. We bring this team well and hand over the class. After 53 years old, we will start to pay slowly. After the age of 55, we will concentrate on the Chinese Kitchen Culture Museum and dedicate my second half to the museum. The individualized needs of the Chinese people are looking for help for Chinese originals and finding a basis for Chinese kitchen cabinets to enter the world.

[Reporter]: Thank you.