Sophia Ke Jiansheng: Customized wardrobe

General Manager of Sophia Ke Jiansheng

[Reporter] The popularity of this year's Sophia showroom is still unabated. I can see that everyone is particularly interested in the "future wardrobe". Can you talk about it?

[Ke Jiansheng] "Future Wardrobe" has subverted everyone's perception of the wardrobe, from the function of a single collection to the development of intelligence and humanity, which also reflects the enjoyment of life. In addition to ordinary storage, there are functions of management and partitioning. This is also the embodiment of the improvement of the quality of life. On the other hand, technology is changing with each passing day, and the development of electronic products and the Internet is increasingly affecting people's daily lives. Some traditional homes are connected with the current technology, so that they can be better applied and more widely used. Enjoy and satisfy the needs of consumers as much as possible.

[Reporter] What kind of new products did Sophia bring to participate in the Expo? Any new ideas?

[Ke Jiansheng] In addition to the future wardrobe, Sophia hopes to bring some informational results to consumers and distributors. For example, DIY, customers can go to our website to personally set up their favorite wardrobe. In addition, we have made a simulated 3D showroom, which is the feeling of all aspects after you enter the store, including the door opening, all aspects of the experience, consumers can enjoy the shopping process. Nowadays, many people like to look up information on the Internet instead of watching it in the store. Sophia has also considered this aspect. Sometimes I want to know some specific details, you can find out through the 3D website, we will also launch some similar design clouds, etc., to facilitate dealers and future consumers.

[Reporter] Real estate regulation and control, as a wardrobe enterprise in the downstream industry, will inevitably be affected. How do you view the market situation this year?

[Ke Jiansheng] The impact of real estate has a certain impact on our industry, but it has a buffering process. The fluctuation of real estate sales is very strong, but for us, the fluctuation is not so strong, which is close to the speed of the handover. Related, from buying to decoration, sometimes there will be a year or a lag time of one and a half years, so our impact is a little flat, but the long-term downturn will definitely affect the entire industry.

[Reporter] Sophia is the leader in custom wardrobes. Can you recall the situation of custom wardrobes in the early market?

[Ke Jiansheng] At that time, there was basically no concept of "customized wardrobe". At that time, it was basically asking the decoration company to make the wardrobe in the home. It took a long time, and sometimes there was a situation where the paint was full, and there was dust and noise at home. The decoration time is also very long. How to reduce these effects? It is to industrialize it, to do things in the factory at the factory, factory manufacturing, on-site installation, the equivalent of air conditioning, you do in the factory, put it up after one day, we also installed it in one day. Some people will ask if the finished wardrobe can be installed in one day. What are the characteristics of customization? Customized products can meet the individual needs, this is our characteristic, the finished wardrobe can be installed in one day, but the finished wardrobe can not satisfy the customer's individuality. What does personalization include? 100% of the space application, how much we want to do, how wide we want to do, we can do it. Second, the functional satisfaction can increase or decrease all aspects of drawers, laminates and accessories to meet functional requirements. In addition, to meet the needs of the decoration style, the wardrobe is only a part of the decoration inside the home. If he has the decoration style, we have to cooperate, the style is simple, fashionable, modern and various styles. for selection.

[Reporter] You said a lot of custom wardrobe "good", can we talk about the difficulties faced by custom wardrobes? As we all know, the personalized features of custom-made wardrobes, but at the same time the enterprise is stronger and bigger, it must be scaled and standardized, how to balance?

[Ke Jiansheng] Yes, individualized demand and large-scale production are a contradiction. You must sacrifice the scale to take care of individualization. If you want to scale, you must sacrifice individuality. Sophia solved this problem well. It has a flexible production, software and information technology to meet the needs of large-scale production. This is the key point for us to establish a foothold in this industry.

[Reporter] Mr. Ke, how do you think about the trend of the wardrobe industry in the future, can you predict with us?

[Ke Jiansheng] I think there is still a lot of room for development in the wardrobe industry in the future, because it has just begun to enter the stage of rapid development. As Sofia, it will still increase its efforts. We will invest 200 million yuan to expand production capacity and invest 3 Millions of funds to improve the information system, all of which are to ensure our future supply. At the same time, speeding up the industrial layout in the country, we have set up a branch factory in Chengdu. Next we will set up a branch factory in Beijing and Shanghai, which will enable us to deliver quickly and better guarantee after-sales and satisfy consumers. To meet the needs of engineering real estate.

[Reporter] Ok, thank you, Mr. Ke.