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[Background] On September 3rd, the 32nd International Famous Furniture (Dongguan) Exhibition was grandly opened at the Guangdong Modern Exhibition Center in Houjie, Dongguan. 1245 exhibitors from all over the country gathered in Guancheng, and they competed for each other. . At the same time, the "2014 Chinese Living Room Culture White Paper" initiated by the left and right furniture was launched on the opening day, and was immediately robbed by the corporate giants and dealers. The living room is the soul harbor of the city traveler, the "mirror" of modern people's life taste, and the "small playground" for entertainment and leisure. In the face of the market's gradual and weak market in 2014, in the face of the growing consumer forces after the 80s and 90s, how can furniture companies use the banner of living room culture to create furniture brands that have an impact on the young market? During the exhibition, the reporter interviewed Zhao Jiayu, vice chairman of the City Window Furniture Group. [Interview person] Zhao Jiayu, vice chairman of City Window Furniture Group [Interview location] Dongguan Furniture Fair []: What new products will be introduced at this exhibition, can you introduce it? [Window of the City Zhaojiatun]: This time we launched two new series, one is called “Wood Galleryâ€, which is a high-end, intellectual and elegant brand. It is a combination of Dutch culture and Chinese culture. This product is made by us. City Window Group and Limi缇si Netherlands China Branch cooperated to build. []: What is the demand for this new product based on the needs of consumers? [Window of the City Zhao Jiaxuan]: Chinese consumers and international consumers have such a pursuit, and have a high pursuit for the current modern home, not only the style is relatively simple, but also reflects a modern beauty, an artistic beauty. So from the design point of view, it shows a very intellectual and elegant idea, which is beautiful and simple in structure. But it feels like a reflection of modern technology, because the technology shows the quality and positioning of this product, so the series of wood gallery is high quality. [ 】: Nowadays, after 80 and 90, it has gradually become the mainstream of the furniture consumer market. For this part of the population, what do you think their demand for household products is different from that of the older generation? [Window of the City Zhao Jiaxuan]: After 80 and 90, it is indeed the mainstream consumer group in the current market. This group characteristic has a pursuit for the design concept of the product. There is a pursuit for environmental protection, the most important is the smell. And they like the natural style, don't like cumbersome and luxurious, but don't like the overly simple, low-end things. This positioning, I just raised the wooden gallery, is also suitable for the needs of 80, 90 after; One is called Pure Fragrant Wood, which is a modern model made of Finnish pine wood. The design is also modern and fresh, so that consumers' lives are closely related to their pursuit. This is a 25- to 35-year-old target group, and the price is not very high, which can meet the needs of their economic conditions. [ 】: After 80, 90, this group accounts for the percentage of your sales? [Window of the City Zhaojiatun]: At present, all the products, now there are a total of 15 series, in addition to the more complicated two or three series, the other are young and fashionable, from our company, 80, 90 after Well, the younger generation is also good, accounting for 70% of our sales. [ 】: The rise of this group, have our company made some adjustments in the way of product promotion? [Window of the City Zhao Jiaxuan]: It must be changed, because the information source of the younger generation is the modern way of information source. Unlike the traditional way, such as network information, we must shape our brand on the Internet. We have an official website and an official mall. In addition, we have to meet their individual needs, young people have more personality, we will do custom products, his home is his master, his claim we have to meet. [ ]: How many customizations are there now? [Window of the City Zhaojiatun]: Many, we have a special service for customization, called digital house customization, new concept of digital technology. [ ]: What is the concept of digital? [Window of the City Zhao Jiaxuan]: We have developed a software that is linked from the production end to the sales side. On the sales side, the customer only needs to input his room type, after inputting the graph, the system will automatically recognize it and generate a three-dimensional rendering. This three-dimensional effect is decorated, furnished, with accessories, some styles are entered, let the customer choose, this furniture is not our fixed furniture, the size and height, the color can also change, after this OK, the system will automatically generate the price And technical documentation. The software development of this sales terminal has been completed by about 50%, and half of it can be completed by the end of the year. The production end is connected to the sales end. After receiving this information all over the country, the technical file is transmitted to the production end through the network. After the production end receives the instruction, the software at the production end will interpret its technical file, generate production instructions, and then pass Digital machine tools to complete. The production side of the software has been completed. We all implement digital data and use modern and advanced digital technology to serve our traditional furniture manufacturing operations. Mr. Zhao read the "2014 Chinese Living Room Culture White Paper" []: Today we also talked about the living room culture white paper. In your understanding, what does the concept of living room culture include, and how do you understand it? [Window of the City Zhaojiatun]: The living room is a family support for us. It reflects the owner's culture, hobbies and the concept of treating people. It has two functions, one is its external window, the function of the receptionist; the second is its own Leisure place, so the living room is a major part of the home manufacturer and home sales, if the living room is fixed, the bedroom and study are easy to get. There are several main products in the living room, the first one is the sofa, the second is the living room cabinet, and there is a cabinet and so on. We will promote this kind of smart sofa, called the functional sofa. We now have a series called ige, which is very functional. It can be automatically opened and retracted by the remote control or switch button. It is made of high quality leather and is a very traditional way for the owner and the guest. Chat within range. When the guest leaves and opens it, it is very casual and you can lie and talk. [ 】: When did the concept of smart sofa come from? [Window of the City Zhao Jiaxuan]: The research and development of smart sofas has been 5 years, and the sales volume is very good. Our living room cabinet is more creative, the living room cabinet, we combine the audio-visual effects, and connect the TV to an iPhone or ipad can link the interface, so that all the information downloaded from the iPhone and iPad memory can be broadcast. . The TV position of our living room cabinet is “in-lineâ€. We have the outer frame and the interface is also equipped to decorate it. In particular, we have a coating on glass, which is our patent, can penetrate the infrared of the remote control, will not block, the general paint will block. [ 】: Now in September, how do you feel about the situation of the entire furniture market this year? [Window of the City Zhao Jiaxuan]: In general, this year is also good, last year, the market is relatively flat, it is relatively weak. This seller can see it. However, this year is slightly better than last year. From January to August, it was relatively stable and there was no obvious decline. From the situation of our own company, we can see that the performance in January-August this year is still higher than last year, about 15%. . We develop new styles through custom and functional furniture and smart furniture to create differentiated sales, especially engineering orders. For the fourth quarter of this year, I think there is no reason for the market to change a lot. Because the entire market has a continuity, it will not suddenly get better in the fourth quarter, or suddenly sink. 〠】: Will the “Golden September and Silver 10†real estate market also cause some changes in the third and fourth quarters? [Window of the City Zhaojiatun]: Jin Jiuyin has no influence. The current furniture says that the peak season and the off season are not so obvious. The off-season and peak season of our early years of furniture were particularly noticeable. The year-round business was completed in the second half of the second half of the year. This is not the case now. In the off-season, the sellers will introduce a lot of policies. If there are conditions, they will move in the off-season. Do not squeeze at the end of the year, so the off-season will not be light. I think that the service is forever, the promotion is good, the normal sales are good, all are to do a good job. []: Ok, thank you, Mr. Zhao.