Peugeot Sun Shoujiang: The continued combat effectiveness of enterprises lies in corporate culture and long-term development of enterprises



Sun Shoujiang, Chairman of Peugeot Furniture

Reporter: Sofang's 2011 “The 7th China Home Furnishing Industry Annual Meeting” will be held on December 2nd. In the early part of the annual meeting, we will have an exclusive interview with important people in the industry. Today we are especially honored to interview the chairman of Peugeot Furniture. Sun Shoujiang Sun Dong. In 2011, the international and domestic situation changes are very big. For the home industry, it has also received unprecedented pressure. What do you think of the development of China's home furnishing industry in 2011?

[Sun Shoujiang]: First of all, I want to let it go, zoom in and talk about China’s economic situation, many non-state-owned economic actors or entrepreneurs in the manufacturing or circulation field. One of their feelings is that China is not Market economy, China is not a market economy, it has to deal with waves and waves at any time and place. Regulation has caused many commodity formats to undergo a round of fluctuations and shocks.

What we feel today is only because of the “restricted purchase” of real estate macro-control, or “limited loan”, etc., the real estate market has cooled down, and at the same time, its direct impact is very large. Including the entire real estate related fields, there is no doubt of steel, cement, building materials, ceramic tiles, lamps, wire and a wide variety of decoration materials, as well as including furniture, bedding, textile fabrics, etc. household items, it involves the face Very wide, these formats have gradually come down. Not only has the turnover down, but a large number of machines, equipment, factories, land, and personnel have been laid off, and they have been affected on the second wave. Of course, as a private enterprise, there is no concept of “laying off”, and we have no big one. Layoffs, but because of salary and other issues, many practitioners left the industry.

Reporter: It may also lead to a shrinkage in many industries.

[Sun Shoujiang]: Yes, this has led to a two-sided contraction. I think it's a shuffle, but the method of shuffling doesn't seem right. The real shuffling should be in the continuous industry promotion and industry competition. The purification and upgrading produced by the industry itself will gradually leave the industry if it cannot keep up, or the people will consciously transform and change. It is not leaving this. In the industry, leaving an original industry is a loser, not the case. I think that in 2011, it is particularly evident in the home furnishing industry. The direct involvement of the government in the industry has led to the current situation of this industry.

This situation is actually not too terrible, the recovery will recover, it should enter a normal state of mind or a normal trading relationship. At the end of the year, this piece gradually appeared. Some people were buying furniture, some were setting up houses, and their days were relatively stable. There are still many surprises that are unexpected. It seems that you just listened to me. It seems that I am very pessimistic, actually not.

Reporter: What new hopes have you seen?

[Sun Shoujiang]: Recently, I have received many orders for more than a month.

Reporter: Which parts of the customer are these orders from? Have you analyzed it?

[Sun Shoujiang]: After analysis, some customers are not our old customers. If it is an old customer, I am not surprised. Many old customers bought our furniture ten or eight years ago, and now they are going back to buy. This time we saw a lot of new customers. From here, it is obvious that others are withdrawing, and this market share naturally flows to us.

Reporter: Is he a very high-end customer group, or is it likely to be a consumer group that chooses mid-range furniture? Do you think this has something to do with the Da Vinci incident?

[Sun Shoujiang]: It is some high-end customers. Because our furniture is not cheap, the turnover of this piece suddenly becomes big.

I don't think it has anything to do with the "Da Vinci" incident. I think it seems like some brands like us. They seem to have withdrawn, or something like this happens. Because we haven’t done any big publicity or a round of advertising bombings recently, or a large-scale promotional campaign, we have a good life, but the recent turnover, especially the classical furniture, has risen steadily. . Forcing us to increase productivity and investment in machinery and equipment.

Reporter: In fact, these can be said that government actions have accelerated the reshuffle of this industry. It is actually beneficial for these well-doing enterprises. What kind of enterprises do you think can survive in such a process of shuffling?

[Sun Shoujiang]: There are corporate cultures and brands. The personal development of employees and the development of enterprises are relatively long-term, and such enterprises will have sustained combat effectiveness. We feel that it is really fermenting at this stage and it is working. The corporate culture and the future of the employees themselves are condensing everyone, otherwise there will be many people leaving.

Reporter: The so-called narrow road meets the brave winner. Do you think this time may be a winner or a victory?

[Sun Shoujiang]: China's furniture market has never reflected a narrow road to meet the brave.

Reporter: Do you think this market is still very big?

[Sun Shoujiang]: Not at that stage of competition, it is sad that this is not enough for the development of the home industry. Unlike mobile phones, color TVs, and computers, they are all one-on-one competitions. Changhong or Haier have some Model color TV, this is a one-on-one competition. The furniture market has not yet. I don't know who to fight with. Everyone has not reached the volume and scale. At present, there are at least two or three hundred million yuan in the field of classical furniture. More than 10,000 manufacturers are here. Whoever fights with them cannot talk at all. The current market situation has also accelerated the stage of everyone's promotion.

Reporter: There are two kinds of trends in the current home furnishing industry. One is to seek stability, and the other is to seek new changes. What do you think?

[Sun Shoujiang]: Seeking stability is what I advocate. It is also necessary to seek new and change, but the so-called innovation is the innovation of management and ideology, rather than the innovation of product style, nor the innovation of building a new factory.

Reporter: Isn't it the innovation of style? why?

[Sun Shoujiang]: Not at the current stage. This kind of stability, the so-called innovation or upgrade, or dry towel and then screw a handful of water, or process reengineering is to rectify the internal or rehabilitated, or can be said to be the next step of product development and accumulation of power, just this on the one hand.

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