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The old saying goes, "Thirty stands, forty does not confuse." This old saying to define the 39-year-old president of the top 100 furniture Chen Xiaotai is appropriate. Chen Xiaotai should be one of the few outstanding entrepreneurs in the home furnishing industry. His calmness and indifference are hard to catch in this age of men.
In 1994, the top 100 furniture was established in Changping, Beijing. Like many private entrepreneurs, Chen Xiaotai, who started from scratch, has no venture capital, no prominent family background, and relies on superb carpentry skills, honest business philosophy, and extraordinary hardships. Become a "black horse" in the industry and has received much attention.
After more than 10 years of persistence, today's top 100 has become a leader in the home industry. In September 2011, the “Top 100 International Home Furnishingsâ€, the first large independent flagship store of the top 100, opened its doors, and the Top 100 created a new business model. In this regard, Chen Xiaotai is not satisfied. Chen Xiaotai told reporters that "the biggest wish in the next 10 years is to create a new business model and to extend the top 100 from manufacturing to commercial areas."
So, for a successful furniture entrepreneur, what new ideas are Chen Xiaotai now? What kind of state is Chen Xiaotai outside of work? With countless questions, on May 23, 2012, the reporter conducted an exclusive interview with Chen Xiaotai.
Chen Xiaotai, President of Top 100 Furniture
Reporter: Mr. Chen, hello! There is a popular saying in the circle, "The market sees May 1 in the first half of the year, and the National Day in the second half of the year." Now, just after the end of May 1st, I want to know the market situation of the top 100 in the first half of the year.
Chen Xiaotai: It should be said that the big environment is not particularly good, and the impact of real estate regulation on the furniture industry is still very large. Every enterprise has experienced different degrees of decline, including the top 100.
Reporter: The opening of the Baiqiang International Home Furnishing Hall from September 2011 to the present, about 8 months, what is the current situation of the home hall?
Chen Xiaotai: I personally feel that the current situation is quite good. One is that passenger traffic is growing, the second is growing, and the amount of growth per month is still quite a lot. In the case of a relatively low market, I think it is still ideal. We have done a week of market research, compare the top 100 international homes with other stores, and found that our one-day passenger flow is basically equal to his hypermarket traffic. Therefore, I think that a 100,000-square-meter store and my 20,000-square-meter store have similar traffic, and I feel that I am more pleased.
Reporter: What is the approximate number of passengers?
Chen Xiaotai: We have about 5,000 people in our statistics. This is an effective passenger flow. For example, we count one. During the May Day period, all our office staff were dispatched to do sales, which was too busy.
Importing furniture is not for money only to improve brand quality
　　 Reporter: I just came up and saw the division of the pavilion in the elevator. In fact, a lot of the inside is imported furniture. We also know that imported furniture is still greatly affected by the "Da Vinci" incident, but recently many media outlets, including industry insiders, are saying that importers are showing signs of recovery. What is your feeling here?
Chen Xiaotai: The market has this demand, just like buying a car, someone is willing to buy a domestic one, some people are willing to buy an import. From the second half of last year to the first half of this year, the import of furniture was obviously affected. On the one hand, it was brought about by real estate regulation, and on the other hand, it was caused by the Da Vinci incident. These shadows on consumers are normal. However, it is indeed warming up now, and this buying consciousness is gradually improving.
Pursuing small profits but quick turnover, using imported furniture to improve quality
　　 Reporter: Some time ago, the media made a survey on imported furniture: the cost of imported furniture was found to be about 10,000 yuan, but after the middle 3 to 4 cost checkpoints, the final price of the consumer was about 40,000. Although the transaction price and the cost price are very different, but the profit point of the company is very thin, is this true?
Chen Xiaotai: Seeking truth from facts, the profits of imported furniture are relatively low. But as far as the top 100 is concerned, what can import furniture bring to the top 100? My personal feeling is to bring a quality change to the top 100. From the management change, it is a multi-faceted. Just like we usually say that before we do a computer, we sell computers, do agents first, and then we know that computers make money. If we grow bigger, there must be such a process. In the case of the top 100 companies, we represent these brands to put the prices down very low. It is by no means that I am importing furniture to make imported furniture in order to make money. Absolutely not.
For a simple example, the cost of materials, board, veneer, solid wood, the highest price is definitely solid wood. But the price of the top 100 solid wood furniture is almost the same as the price of the home furniture, or our price will be lower.
Why is this? We want to let more people feel that this furniture is really good and cheap through this mode of small profits but quick turnover. I am willing to buy his things. It is such a concept.
Reporter: Is the profit of the entire imported furniture in the Chinese market as thin as you said?
Chen Xiaotai: No, it varies from person to person.
Reporter: At the normal level, what is the profit point?
Chen Xiaotai: Because the market is competitive, it is not normal. Why do you say that? Let me give you an example. I don't have any competition for this product in the market. How much money do I sell? I can sell it by 3, and I can also sell it by 2. Why do you sell by 2? I found that it has a competitor, its stuff is too much like me, its price is cheap, my price has to be reasonable with it, and the price will change when this kind of competition occurs. As far as the top 100 is concerned, the general imported furniture is basically the same as the domestic furniture.
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