Ai Ruisi Wang Min: Making the most comfortable sofa

Ai Ruisi Beijing Marketing Manager Wang Min

[Reporter]: Hello, everyone, today we invited Ms. Wang Min, Marketing Manager of Ai Ruisi Beijing, to give an interview. Hello, Manager Wang.

[Wang Min]: Hello, everyone, everyone.

[Reporter]: In the fiercely competitive furniture industry, after 16 years of development, it has maintained a good momentum of development. What do you think is the secret of Ai Ruisi's brand vitality?

[Wang Min]: First of all, I would like to thank the consumers for their love and love for the Iris brand.

Ai Ruisi has been able to maintain its brand vitality for many years. The most important point is to always focus on soft furniture. The soft furniture includes fabric sofa, leather sofa, fabric soft bed, mattress, and Ai Ruisi also has accessories and coffee table. , dining table and other products. Ai Ruisi has experienced a lot of ups and downs from small workshops to today's scale. At present, there are more than 30 specialty stores in Beijing, and there are more than 500 specialty stores nationwide. In general, they are in the leading position in the software furniture industry. If you have to say something secret, it is that we insist on following the world fashion trend. Every year at two exhibitions in Italy, we will go to participate and learn. Fan Wei is also a designer and she is very professional in products and fabrics. All of these factors have enabled all of Ailes' products to keep pace with the European epidemic.

On the other hand, the combination of high-quality fabrics and good product materials makes our products work well and have excellent texture. Ai Ruisi also pays great attention to environmental protection. We joined the EGGER League. All the bedboards use European EGGER, while the sofas are made of pure solid wood. All products make it possible to use Italian imported fabrics. Product design is at the forefront, and product quality remains excellent, which is the key to maintaining brand vitality. Of course, there are consumers' favor and love, and SouFun's support for the Ai Ruisi brand.

[Reporter]: There are 30 stores in Ai Ruisi in Beijing. In terms of product configuration, will there be a difference in different stores?

[Wang Min]: The store configuration is almost the same, but the product differentiation is very detailed. For example, fabric sofas, leather sofas, and fabric beds will be separated separately. In a furniture city, there will be a bed area, a sofa area and a leather sofa area.

[Reporter]: For a multi-year furniture brand, the choice of dealers is very important. What factors do we pay more attention to when choosing dealers?

[Wang Min]: Ai Ruisi is one of the best in the soft furniture industry. There are specialty stores in all three cities in China. Dealers will definitely choose the best quality specialty stores in the local area. The size of a single store is at least 300 square meters. They also have the ability to fund.

[Reporter]: Ai Ruisi's products are very fashionable, small luxury feeling, I see that we mainly target the middle and high-end user groups, will we continue to take this route in the future?

[Wang Min]: The style of Ai Ruisi is generally sleek and simple, but according to the design change of the consumer Beijing room type, it also adds luxury elements. There is now a brand that specializes in luxury routes. The user community will always target mid- to high-end users, but the product line and product level will be more refined.

[Reporter]: The motto of Ai Ruisi's brand is "making the most comfortable sofa". This shows that Ai Ruisi pays great attention to the user experience. How does Ai Ruisi do this?

[Wang Min]: Ai Ruisi puts the user experience first in the design process. First of all, the majority of Iris’ sofas are medium and large, and the small ones are less. The room types in Beijing in the past few years were basically large-sized, and Ai Ruisi also carefully analyzed the market demand. Ai Ruisi sofa has a wider body, a higher backrest, and a headrest, which is more suitable for ergonomic angles and makes people feel comfortable. The materials used in the sofa, including sponge, down and rubber, are the most environmentally-friendly and high-quality in the country. The combination of these practices is the sofa with higher comfort.

Consumers in the store of Iris can try to sit on the sofa and try to lie on the soft bed. Many of Ai Ruisi's products, whether it is backrest type or functional type, can be angled.

In addition, Ai Ruisi products have many star users, like Guo Jingjing and Da Zhangwei have bought our furniture.

[Reporter]: How is “most comfortable” reflected in our soft bed and mattress series?

[Wang Min]: The material of the Iris soft bed is very high quality, and the environmental protection is particularly good. Two-thirds of the time is spent in bed, except for the bed frame, the most important thing is the mattress, and the material and fabric of the mattress are very important. Ai Ruisi's mattresses come in many materials, including wool, coco peat, and latex. The mattress has a series of independent and separate sides, suitable for different groups of people.

There are a lot of furniture brands, there are a lot of furniture city forests, but Ai Ruisi has always been in a leading position in product design and after-sales service, and has not been surpassed.

[Reporter]: The fierce competition in the furniture industry is obvious to all. What are the practices of Ai Ruisi in brand promotion and brand marketing?

[Wang Min]: Irene has come over for 16 years and has made a lot of efforts in brand marketing. Relatively speaking, consumers' perception of the furniture industry brand is not high, and Ai Ruisi invited Yuan Yuyi to be the imagination spokesperson ten years ago. The image of Ai Ruisi is red and very beautiful. Furniture is mainly dominated by women, and Ayres is more suitable for women's consumption.

Ai Ruisi's work in brand promotion is very comprehensive, of course, the premise of these jobs is to have very good products. Ai Ruisi cooperated with SouFun.com and launched a series of activities to give back to netizens and consumers. It has cooperated with many domestic newspapers and magazines. Also, Ai Ruisi and 1039 Traffic Station also promoted; In addition, Ai Ruisi will promote the outdoor advertising and LED screens in major furniture cities. In short, the publicity and publicity media are very extensive.

[Reporter]: Ok, I am very honored to be able to invite Manager Wang today, thank you. thank you all.

[Wang Min]: Thank you.

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