China Enterprise League Sohu Tang Jiankui
Liu Feng, General Manager of Nature Mattress Beijing, in the “Nature +†New Image Store
Beijing consumers are no strangers to nature mattresses. As early as 1998, near the north cell of the Railway Building, the first franchise store of Nature Mattress Beijing was officially opened. Natural mattresses have been in the Beijing market for 20 years. In these 20 years, Beijing Nature Mountain Palm mattress has achieved two unchanged. One is that the mattress liner has the same process structure, that is, “natural mountain brown silk + natural latex once pressed synthetic typeâ€, one is big The general manager of the natural mattress Beijing market Liu Feng has not changed. This is definitely a legend. A brand has been insisting for 20 years. Let's listen to what Liu Feng's general manager said.
Natural mattress disposable synthetic liner sampling display
Question: Mr. Liu, you have been working on a natural mattress franchise for 20 years in Beijing. This is a miracle. How is it done?
Liu Feng: I am one of the first batch of workers in our natural mattresses to go to the market. When the natural mattress went to the national market, the franchise of each market was given priority to internal employees. So far, many markets are us. At that time, the old brothers of the factory were franchised. The relationship between our distributors who have grown up from the insiders of nature mattresses and the nature mattresses is not a simple market agency relationship. Our manufacturer's relationship is bloody. Nature mattress is the root of my career. I have a deep understanding of the quality of nature products. We are used to integrating with nature brands. I am habitually accepting guidance and leadership from the factory. I will always do the Beijing nature mattress. Go on.
Nature mattress store display samples
Q: Some time ago, Nature Mattress launched the “Nature+†brand strategy upgrade. The Beijing market responded positively. It has already completed the image upgrade for the Real Home Store and Red Star Macalline Store. Under the guidance of the new strategy, how does the natural mattress perform in the Beijing market?
Liu Feng: Our natural mattress has always been very good in the Beijing market! Before the slightly simple product form, when it catered to the trend of young people's consumption, there was a bit of market dislocation. After this brand strategy upgrade, we are closer to younger consumers. After the upgrade of the store image, the sales volume is very fast. Of course, the brand strategy upgrade is system engineering. After the Beijing market actively cooperates with the factory headquarters strategy, the purchase volume as of the end of July is the same as the total sales volume last year. As I expected, it is conservative to estimate that in 2017, based on 2016, the annual sales growth of 30% is no problem.
Q: Considering the big economic environment, the performance of the natural mattress Beijing market is a contrarian growth. In addition to the timely upgrade of the “Nature+†brand strategy, do you think there are other reasons?
Liu Feng: In the 20 years since I was a natural mattress, the Beijing market has grown steadily every year. I think it is still a brand issue. Our things are good. Whoever uses it is good, naturally, we have to talk to people around us. This is the word of mouth. In the final analysis, the good quality of the product has won a good reputation. The 2015 China Brand Power Index (C-BPI) report released by the Ministry of Industry and Information Technology, the natural mattress has completed the first brand from the first group to the first brand, which is the first brand in the industry. This is the national authority's brand foundation for our natural mattress. Affirmation.
"Nature +" new image store corner
Q: I recently saw the 28th Anniversary of our Natural Mattress, and launched a “Natural Mattress in Your Homeâ€. Does Beijing have any interesting stories?
Liu Feng: From the original North Cellian store to the current 20 stores in Beijing, it is a small probability that we encounter old customers, but the original old customers can still encounter them occasionally. A few days ago, at the Yuanda Real Estate store, an old gentleman said that the mattress he bought 20 years ago is still in use. His son grew up sleeping on a natural mattress, and his son needs to buy a mattress when he gets married. Be sure to use a natural mattress. According to our understanding, the purchase of natural brown mattresses for nearly 20 years is still a high probability event. Many of our factory staff are still using mattresses that were just built when they were built.
The most interesting thing is that when I first opened the store, many units bought our mattresses, such as the mattresses of Jingxi Hotel and Railway Building. They are still in use for 20 years, and the Lama Temple has also customized for the masters. A batch of mattresses, almost 20 years ago, a friend visited a while ago, and also photographed the mattresses that have been in use. These mattresses also keep the product vitality, which makes me very happy.
Q: In the end, can Liu summarize the impression of natural mattress products?
Liu Feng: Nature Brown Mattress is committed to spreading a healthy sleep culture, so that more people have a good night's sleep. The brown mattress produced by nature is based on the natural mountain brown fiber and natural rubber latex of Yungui Plateau, supplemented by environmentally friendly natural materials. Fabrics, excluding spring, sponge and other traditional mattress materials, with its moderate hardness, excellent ventilation and water permeability, as well as uniform support, smooth force, cool in winter and cool in summer, tumbling silent, durable, and Modern people pursue the perfect combination of “green, environmentally friendly, healthy and comfortable†sleep concepts, and truly achieve “ecological sleep, healthy sleep, comfortable sleepâ€. Letting more people have a healthy sleep is the mission of our natural people and we look forward to serving more consumers.
Responsible Editor: Real Estate Internship
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