From September 5 to 8, the 50^th China Family Expo (Shanghai) was officially opened. Focusing on the two cores of “high definition and design”, we will continue to strengthen and optimize the design, software, high-end customization and other core themes, covering nearly 100 sub categories of the whole household industry chain, such as design, sofa, sleep, etc., and strive to create a platform for convergence, coordination and efficient docking of the whole household industry chain, leading the integrated development of the household industry and the upgrading of household consumption.

In this exhibition, Italian lifestyle innovator CAMPO DE' FIORI brought three full leather sofa series, including design, high-end function and modern, as well as furniture and leather single chairs in guest restaurants. With the theme of “C for the future” and adhering to the theme of Italian luxury, it brought a high-end Italian aesthetic trip to the audience.

At the exhibition site, Sina Home interviewed Gu Jian, General Manager of CAMPO DE' FIORI Operation Center, and held a dialogue on new product characteristics, brand advantages, strategic planning and other topics.

▲Gu Jian, General Manager of CAMPO DE' FIORI Operation Center

Four advantages to build brand protection barrie

According to Gu Jian, the products on display this time are the best-selling new products synchronized with the European market. They are divided into three full leather sofa series: Design Model design series, Functional high-end function series and Contemporary modern series. In addition, some guest restaurant furniture with high “rock” value and leather single chairs are also on display.

Among them, the Design Model design series focuses on originality, and the products are both artistic and practical, providing consumers with a comfortable and healthy service experience of Italian aesthetics; Functional high-end function series products are the best-selling series of CAMPO DE' FIORI. With the support of technology, process and science and technology, we can use products to shape the attitude of quality life; Contemporary modern series, simple and fashionable, combines Italian classical and modern techniques to create a new look of urban life.

Referring to the differentiation advantages of CAMPO DE' FIORI brand and products, Gu Jian summarized four aspects:

First, we have rich experience in overseas market operation. In 2015, CAMPO DE' FIORI took a place in more than 50 countries and regions in Europe by virtue of its excellent product strength and design, and became a leading brand of high-end functional sofa in European countries. It has rich experience in overseas market operation and market expansion strategies, which can be fed back to domestic market operation for reference in the future.

Second, the products have been verified in the market. No matter the appearance, quality or environmental protection, the European market has very strict requirements for products. CAMPO DE' FIORI products have been popular in Europe for many years. After “verification” in the European market, they will be more easily recognized in the domestic market in the future.

The third is to maintain sustained R&D investment. CAMPO DE' FIORI has set up two major design R&D centers in Europe and China around the world. Every year, it will devote 7% of its sales to product research and development to ensure that the products are in the leading position in the industry in terms of creation and research and development.

Fourth, establish a sound operation management system. In order to adapt to the development of the domestic market, CAMPO DE' FIORI has built a professional team, comprehensively established an operation management system, and comprehensively and effectively enabled terminal retail from product selling points to dealer services.

Precise efforts to expand the domestic market

Differentiation advantage builds a brand barrier. If you want to gradually seize the domestic market, you can't do without the exposure of product selection, business selection, market selection and brand.

Gu Jian explained that selecting products means understanding the market demand, so as to give play to their product advantages to open the market; Selecting dealers means selecting appropriate dealers and cooperating with dealers who can match the brand to achieve mutual benefit and win-win results; Site selection refers to the cooperative shopping malls selected by dealers to open stores, which should be local high-quality stores with high requirements for the location of stores; Finally, it is to maintain continuous brand exposure. Brand exposure plays an important role in improving market penetration. Through cooperation with the media platform, it can quickly improve the exposure of products and brands, plant grass for their own brands, and build user brand image.

Gu Jian said: “The opening of CAMPO DE' FIORI in the first half of the year increased by 50%, and the sales volume increased by 70%.” Faced with the complex and changeable market environment, CAMPO DE' FIORI has made relatively ideal achievements, which benefits from it.

He said that under the epidemic situation, offline traditional enterprises encountered difficulties, which was forced by the objective environment, but the more turbulent the environment, the more important the opportunities. Although the uncertainty and risks of the future are beyond our control, we can often achieve unexpected results by refining our internal skills and seizing the opportunity to take the initiative.

“This year, we have not only increased the number of stores, but also greatly improved the location and quality of stores. More than 80% of our stores are profitable, and 95% of our dealers recognize us very much.” Gu Jian took Shanghai stores as an example. Although they were greatly affected by the epidemic from March to April this year, since June, each franchise store in Shanghai has been able to sell millions of goods every month. In August this year, the sales of three stores exceeded 4 million.

CAMPO DE' FIORI, which has many years of overseas experience, has become increasingly mature in quality, technology, marketing and other aspects. When the consumption concept is constantly changing, the taste is gradually rising, and the home furnishing industry is in a mixed battle, the new and old brands will re divide the market in a new situation. What will CAMPO DE' FIORI do！