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Shunde furniture brand alliance Zhou Zhenyang: the assembly of Shunde's wisdom



Shunde furniture brand alliance Zhou Zhenyang: the assembly of Shunde's wisdom

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——Interview with Zhou Zhenyang, chairman of Shunde furniture brand alliance
Zhou Zhen Yang
Chairman of Shunde furniture brand alliance
Chairman of Warren's poetry furniture
MBA master of Tsinghua University
Executive chairman of Shunde Young Entrepreneurs Association
Executive chairman of Guangdong Furniture Chamber of Commerce
Vice president of Shunde Furniture Association
"Shunde furniture has been in the industry has been a lack of voice, the reason may be that everyone is bowing to pull cars, busy doing their own business." On Nov. 24, Zhou Zhenyang, chairman of Shunde Furniture Brand Alliance, accepted an interview with Furniture Businessman. He began by telling the story of the beauty of Shunde Furniture Man. Over the years, the crazy Shunde Furniture Man has been doing high-profile and low-key work, undertaking industrial responsibility outside the enterprise, and lacking cohesion in holding groups.
This situation is changing. Shunde Furniture Brand Alliance has been established for more than two years and has developed to more than 40 members. In order to benefit from the alliance, Chairman Zhou led the team to travel more than 400,000 kilometers for extensive dialogue and communication with relevant governments, relevant manufacturing enterprises and circulation giants. In China, Chairman Zhou and members of the brand alliance can often be seen, people like to see the unity of Shunde Furniture People's strength, Shunde Furniture People's Group is happy to hear the voice.

After the interview with Chairman Zhou, the reporters have more confidence in the alliance, and a bright future of Shunde furniture is clearer。


Reshaping the "soul of Shunde"
The interview site was in Longjiang, Shunde, where the Warren's poetry furniture company, founded by Zhou Zhenyang, faced the 325 national road.
The furniture industry belt with the axis of 325 national road is so exciting. The National Highway crosses Longjiang Town and Lecong Town. On both sides are more than 3000 furniture manufacturing companies in Longjiang, the world's largest Longjiang Asia International Material City, and Lecong Shili Furniture City, the world's largest furniture procurement center.
"I believe that Shunde furniture has had its splendor and success in the past." Zhou Zhenyang said. His town of Longjiang really realized the "one town, one product" of the developed countries, that is, furniture manufacturing in full bloom. Shunde was once the birthplace and pioneer of the software furniture industry in China. 35 years ago, the first sofa with modern significance was developed in Lijunjiang, Longshan, Longjiang. It demonstrates the following effect, butterfly effect, and even cluster effect, and gradually forms an industry. It also drives the adjacent Zhongshan, Jiangmen, Nanhai, Panyu and other places. "Pan-Shunde Furniture Industry Circle" appeared in the district, and finally formed the largest and most complete furniture industry chain cluster in China and even in the world. To date, revitalizing Guangdong style furniture is indispensable to the old Shunde power.
Outsiders Shunde, the first thought is that this is the place of economic take-off, products in addition to the United States electrical appliances, as well as Shunde furniture, Shunde people can not write myths.
But what do Shunde people say about Shunde? Then, like Japan, Japan is full of crisis consciousness and hardship consciousness. Thus, Zhou Zhenyang's thoughts quickly returned to the "crisis" from the excitement of the past memories: "Although Shunde furniture has been ringing, after all, our mainstream brands with Shenzhen, Dongguan or other sections to compare, the voice is too small."
Indeed, the Shunde model is in the thick street of Dongguan, Likou of Jiangsu, replicated and innovated by Xianghe of Hebei. Nearby, Shunde furniture was strongly pinched by Dongguan furniture and Shenzhen furniture; in the distance, it was squeezed by Sichuan Army and Jiangsu and Zhejiang. Because the low-key Shunde furniture people are only good at silent work, not good at voice, so that people mistakenly believe that Shunde furniture has been a hero in his twilight years, the decline of the West Hills, Shunde really suffered a dumb loss. In fact, Shunde furniture did not collapse for a day, such as the negative growth of furniture exports this year, Shunde continued to maintain a strong growth momentum, the first three quarters of Shunde furniture exports 5.21 billion yuan, a sharp increase of 12.1% over the same period last year.
Shunde furniture seems to have been aroused. "In the past, everyone was bowing his head and pulling a cart. Everyone swept the snow before the door. Now, everyone can sit together to discuss how to develop enterprises, adapt to the development of the times, and revive the grand style of Shunde furniture. It is a rare thing." As one of the sponsors of Shunde Furniture Brand Alliance, Zhang Yaojing, managing director of Noga Furniture, is pleased and recognized to establish such an organization. The brand alliance leads us to shape our image outside and strengthen our quality inside.


New industry strength
On August 18, 2012, when Shunde Furniture Brand was founded, Zhu Changling, chairman of China Furniture Association, placed great hopes on the inscription "new strength in the industry creates new value". Now, in just over two years, the Shunde furniture brand alliance has won the mission and won the recognition of the industry.
On November 12, 2014, Zhu Changling gave a high appraisal when inspecting Shunde Furniture Brand Alliance: "As a new type of industry organization, Shunde Furniture Brand Alliance has made a lot of useful exploration and efforts in the course of industry development, especially in the home sales. A stirring voice encourages the alliance enterprises to explore and advance continuously.
Zhou Zhenyang told reporters that over two years after the establishment of the alliance, more than a hundred activities of different sizes have been organized, not only visiting enterprises, strengthening exchanges, enhancing feelings, and consulting the development of enterprises, but also communicating with property channels, laying a solid foundation for the alliance to open the market; at the same time, promoting cross-border cooperation. Exchanges and cooperation between enterprises and industries in different regions and fields, and the introduction of new activities, will promote the diversification of enterprises. All this shows that the platform of the brand alliance is different from that before.
Photo taken by members and representatives of the Bureau
"In the future, we will also build a bridge to join the exhibition." He gave new vision to the mission and value of the alliance.


Jian Zhi Zhi Zhi Zhi, Shunde
Zhou Zhenyang believes that Shunde furniture has changed from original Shunde to Shunde, and there is still a long way to go before Shunde intellectually manufactured. This is a necessary trend for every member enterprise to jointly promote the development of Shunde furniture to Shunde intellectually manufactured.
As for Shunde Intelligent Manufacturing, he interpreted it in this way. Shunde furniture enterprises must constantly optimize and extend the design of products, the added value of products, market channels, talent channels and other aspects. As an enterprise, we must have innovative thinking. He cited an example, recently, the superior Houting Furniture President Chen Haoran proposed joint procurement of raw and auxiliary materials, can effectively reduce the cost of alliance enterprise procurement, do a good job in enterprise development "add and subtract method".
Ideas determine the way out. Zhou Zhenyang said that the future competition is definitely the competition of the whole industry chain, including the optimization of supply chain channels, which requires the team, need wisdom, to land, and the key lies in talent, no talent talk about development is empty talk.
The brain drain and the mobility of talents have become the bottleneck and shortboard restricting the development of Shunde furniture enterprises. It is a long-term project and strategy to attract high-quality talents to Shunde. In terms of talent drainage, the alliance's actions can be said to affect the nerves of Shunde furniture, their ideas are recognized by member enterprises and non-member enterprises.
"We will build a talent base in Longjiang, the core of Shunde furniture, in order to absorb outstanding talents, realize the exchange of talents, and promote the stable development of talents." Zhou Zhenyang said that this goal plan has been declared to the town government and awaiting government approval. Constructing talent depression, providing convenient and perfect living conditions for senior and middle-level talents, solving the previous disorderly and low-end mode of practice, and enhancing the competitiveness of the region.
In his view, to promote the development of the industry, it is necessary to integrate the industry, from the brand, talent, resources (capital, logistics) and other aspects of integration, packaging, the best advantage, the most core, the most competitive things to the market and customers. "These two years' activities have also proved that our exploration is worthy of recognition and recognition in the industry." Zhou Zhenyang added.


Shunde model is hard to replicate
"Shunde furniture is never lack of brand, not lack of high value-added excellent products, not lack of industrial chain advantages, lack of integration and cohesion." Zhou Zhenyang generalizes the advantages of Shunde furniture and the short board at present.
Has Shunde's advantage pattern been duplicated or overtaken? He paused for a moment to give an analysis, Shunde after a long period of accumulation, has formed its own unique advantages, at least temporarily can not catch up with the outside world, replication is also quite difficult.
These two advantages are: first, there is a very complete industrial chain, from raw and auxiliary materials, manufacturing enterprises, research and development institutions, skilled production workers and back-to-back Lecong the world's largest sales market. Two, there is the most competitive logistics that can reach the whole country and the whole world.
He went on to say that even though the rise of the Sichuan Army, the Beijing faction south, Zhejiang faction, if in a single industrial cluster to compete in strength, the old Shunde furniture force is basically difficult to shake. Today, coupled with the rise of the furniture business, it will surely lead the Shunde furniture brand to achieve the two take-off.
In 2014, Shunde Brand E-commerce Lin's wood industry made a strong debut, selling 330 million yuan in one fell swoop, winning the first sales of furniture e-commerce in China, becoming the hope of Shunde furniture. Shunde's Lin's wood-led e-commerce company is growing in competition with powerful e-commerce companies elsewhere in China, which proves that Shunde's furniture is creating a new advantage on the road to e-commerce.


Do not wait for the whip to fight.
The chairman is very bright in the eyes of outsiders, but few people really understand the hardships and efforts behind the aura.
According to Zhou Zhenyang, people around him said, "Chairman Zhou is really hard-working on the alliance, the alliance is selfless to pay, the alliance is deeply emotional, spend more time and energy in the alliance than their own enterprises. Chairman Zhou has been running for more than two years with a cumulative journey of more than 400,000 kilometers, becoming a Vip customer of Southern Airlines for several consecutive years.
Many executive chairmen and vice chairmen of Shunde Furniture Brand Alliance said that Zhou Zhenyang devoted most of his time and energy to the development and construction of the alliance, but Valentine's performance did not decline. Zhou Zhenyang told reporters that Warren's poem is still growing at a rate of 15% this year. He said that in the past are micro-management, is now meso-management, although people are not in the company, but with the help of the Internet and mobile network to achieve communication and control at any time.
In the management company, Zhou Zhenyang advocated that "in the enterprise, not only the boss is the boss, all are the boss, only in this way, the enterprise can have a long-term sustainable development." At the same time, he also revealed to us that Valentine's in order to attract and retain high-level talent, will implement equity reform, to achieve fairness and efficiency, so that those who really pay, take on more dividends.
The reporter asked him that when he took office as chairman, he spent less energy in his own business. Did he have any regrets? He did not hesitate to reply: "I never regret that the alliance is everybody, the enterprise is a small family, I would like to be a trumpeter of Shunde furniture development, with the Union Presidency to really do something for this family can do!"
Zhou Zhenyang's speech made people truly witness Shunde's confidence and Shunde's strength. Since a Chinese furniture town sprouts, takes root, blossoms and bears fruit in Shunde, it must have its inherent logic. As Kevin Kelly, the world-renowned prophet, puts it, "As you say today, it's impossible, but it's hard to measure what happens 20 years from now, and we need to recognize that the greatest thing is yet to come." Yes, Shunde furniture is only at the forefront, and innovation is just beginning. Shunde furniture will not continue to be silent and low-key, because Shunde furniture brand alliance this powerful new force is growing!


Shunde furniture brand alliance highlights activities (2014)
On January 4, 2014, the alliance reached a strategic cooperative relationship with Biguiyuan Group. Hundreds of billions of Shunde Housing enterprises and tens of billions of strong cooperation in the furniture industry, creating a benchmark model for the upgrade and transformation of Shunde furniture industry.
On January 13, 2014, the Union held the New Year's Friendship Party of 2014, which showed the spirit of unity and bravery of Shunde furniture people.
On February 23, 2014, the Union held its first annual congress and spring tea activities in 2014, during which it inspected Huizhou Guangdong International Furniture Exposition Center, Huizhou Brilliant Home CBD, and Aoda Bear Paint (Huizhou) Co., Ltd.
On April 1, 2014, we visited Taipingyuan International Home Expo City, visited the city of Langdu Kyushu again, and were invited to participate in the joint venture of Hongxing Meikelong Chengdu Taurus Store and Chongqing Neijiang Sweet City Store.
On May 26, 2014, Zhou Zhenyang, chairman of the alliance, led nearly 30 outstanding brand enterprises of the alliance to participate in the Nanchang Yuexing Investment Promotion Conference to expand the new cooperation and development of the alliance in Nanchang furniture market.
On May 29, 2014, Vice Mayor Zhang Zhihuai of Dengfeng City, Henan Province visited the alliance, visited and inspected the chairman enterprises of the alliance, such as Valentine, Jinxing, Junye, Compao, and Mesena of France.
On June 16, 2014, the Alliance visited the China Furniture Association and was warmly received by Zhu Changling, Vice-Chairman of the China Furniture Association, Liu Jinliang, Vice-Chairman and Secretary-General Zhang Bingbing, Vice-Chairman Chen Baoguang, Deputy Secretary-General and Director of Member Department Wu Guodong.
On June 18, 2014, the Summit of Alliance and Exactly House Group Industry Elites was held in Beijing to further deepen the exchanges and cooperation between the Alliance and Exactly House Group.
On August 27, 2014, the alliance inspected Yunnan Victory Home Enterprise Group, and discussed the cooperation between the alliance home enterprises and Yunnan Victory Strong and Strong.
On September 3, 2014, Huang Hong, general manager of Zhengzhou Golden Horse Triumph CBD, and his party came to the Alliance to discuss specific cooperation issues. The two sides jointly signed a strategic cooperation agreement, declaring that the Alliance and Zhengzhou Golden Horse Triumph CBD important cooperation projects officially landed.
On September 11, 2014, the signing ceremony of the cooperation agreement between Hongxing and Metro Kailong in the southwest of Beijing and Shanghai was held, which laid the foundation for further cooperation between the two sides.
On October 11, 2014, Red Star Metro Kailong North China Northeast Region and Alliance Communication Conference was grandly held in Jinan, Shandong Province.
In October 12, 2014, Fang Runzhong, Secretary General of Dongguan furniture club, visited the union.
On October 18, 2014, Zhengzhou Golden Horse triumphant home CBD held the theme of "advancing into the Central Plains and winning in China", all the chairmen of the alliance attended the event, and organized more than 100 enterprises in Shunde Pan-Foshan to conduct business talks.
On October 20, 2014, the alliance inspected Henan Oakron Home Group Co., Ltd. and made a compact visit to Oakron Home Plaza, and reached a preliminary cooperation intention with Oakron Home Group.
On October 29, 2014, Ms. Ren Cheng, Vice President of the Home Group, Mr. Wang Ning, General Manager of Shanxi Branch, and other high-level members of the Group came to the Alliance to visit and inspect.
On November 4, 2014, Mr. Deng Zhigang, chairman and general manager of Mangrove Bay Furniture Group, and Mr. Xie Yongzhong, executive director of Mangrove Bay Furniture Group, together with 15 people, visited the Alliance.
In November 7, 2014, the group of Red Star Southern China group visited the union.
In November 12, 2014, Zhu Changling, chairman of the China Furniture Association, visited the Alliance for guidance.
On November 15, 2014, the 100th branch of Home, Wanjia Yanbei Road, opened in Lanzhou.



Address:Suxi Industrial Area, Longjiang Town, Shunde District, Foshan city, Guangdong province,China