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"Give me an empty house, but also a home." This is a beautiful picture of the home furnishing company that embraces the grand dream of the big home, and it is the ultimate expectation of the perfect home decoration mode. From a single product line to a comprehensive industrial chain, from local home improvement to the overall home furnishing program, when many companies are no longer willing to guard the original one-acre three-point land, but extend the tentacles to all corners of the home field, " "Small but fine" seems to be losing persuasion, "big and full" turned into a king. However, from the "specialization of the industry" to "a trick to eat all over the sky", how can the home business turn gorgeous? A common dream of big homes As early as 2011, Ou Paijia Group took the lead in the strategic transformation of “big homeâ€. Since then, Europa has continued to exert its strength in the overall home, from cabinets to wardrobes, to bathrooms, wooden doors and wallpapers. In the field of kitchen appliances, etc., we are moving towards a comprehensive overall home integration service provider. The European faction is by no means exclusive. Throughout the home furnishing industry in recent years, the trend of big homes has become increasingly fierce. At the 2014 China (Guangzhou) International Building and Decoration Expo held recently , there was a conference on the theme of “Santa Elephant and Dreamer†at the iconic floor. The high-profile announcement of the launch of the big home strategy; Nature Home announced The acquisition of Korani is deeply involved in the cabinet sector. Sophia also changed the slogan to explain Sophia's "big home" dream with "custom home Sophia." The industry generally believes that the big home is the trend of the times. The birth of the concept of "big home" was originally derived from consumers' demands for "one-stop" home improvement. In traditional decoration, consumers want to run a shop in the east, run a shop in the west, buy a cupboard, buy a sofa, and work together to create a home, not only spend a lot of time and energy, but also face The colors are not coordinated between the furniture, and the space utilization is not satisfactory. On the contrary, the integrated home improvement can solve the above problems. In addition, the restrictions on the purchase of real estate, the reduction of per capita housing area, and the eagerness to use space effectively have all contributed to the popularity of the big home. For home furnishing enterprises, in the context of the market's weak years, the emergence of the concept of big home is undoubtedly a dazzling fireworks. Faced with this cake with great development space, everyone is afraid that this competition will miss the opportunity. The big home is out of the "big but not specialized" dilemma from a single product line to a comprehensive industrial chain, from local home improvement to the overall home program, when many companies are no longer willing to guard the original one-acre three-point land, but When extending the tentacles to all corners of the home field, "small but fine" is losing its persuasive power, and "big and complete" turns into a king. However, from the "specialization of the industry" to "a trick to eat all over the sky", how should the home business turn gorgeous? This year, the strategic adjustment of several well-known home furnishing companies has attracted wide attention. Among them, Nature completed the change of the name of the company from “Nature Floor Holdings Co., Ltd.†to “Nature Nature Holdings Co., Ltd.†and joined Korani in July to accelerate the entry into the cabinet industry; Midea's kitchen power held a joint press conference, and the two sides launched the first series of “eight major cuisines? Chinese kitchen†– “Shunde Kitchenâ€. The frequent efforts of nature homes show its ambitions in the field of big homes. From the ground to the home improvement, nature that is not a "class" has to face the "professional" question. When talking about the issue, Tian Guosheng, the chief operating officer of Nature Home, admitted that “it is really difficult to stand out in the field of cabinets and wardrobes where China is very competitive today.†To solve the problem of “professionalityâ€, nature The home adopts the method of “borrowing power†– through cooperation with cabinet companies, the resources are sorted and utilized. "After two or three years of exploration, we have found a direction, which is to accelerate the promotion of our product strength through brand cooperation." Tian Guosheng said. Yan Xuebin, chairman of the Nature Home Board of Directors, also said at the "Shunde Kitchen" conference that the cooperation between Nature Home and Midea Kitchen is based on the complementary advantages of products and channels, and seeks higher development of the overall kitchen industry. Sophia, which also announced its entry into the big home in July this year, holds another magic weapon in the situation of opening a big home. In July this year, Sofia launched a new slogan "Customer Sophia", proclaiming that Sofia will move from a custom closet to a custom home, explaining Sofia's "big home" dream. It is understood that Sophia's "big home" at this stage is still a big home in "incomplete meaning." “Our positioning is to customize the home, but the customization is limited. Now the first stage is mainly about the customization of the whole house.†According to Wang Wei, general manager of the marketing center of Sophia Home Co., Ltd., Sophia is also currently Involved in the production of other furniture, but mainly based on the whole house. Wang Wei said that compared with other brands' large-scale cross-disciplinary diversification, Wang Hao claims that Sofia's big home strategy is "relatively conservative". "It is not easy to enter the rules of operation in the new field." Although the big home is a major trend in the industry, there is still a long way to go to realize the real big home. In the case that everyone is crossing the river by feeling the stones, Sophia chooses a solid development path and plans to put it first. The whole house is custom made. From single to multiple, the “big home†strategy of home furnishing enterprises has become a trend. How to balance “big†and “specialized†is a problem that all enterprises that embrace the dream of “big home†have to face. Big homes not only require resource integration, but also require considerable professionalism and service capabilities in the integration. The strategy of realizing "big and specialized" may be benevolent, and it is not right or wrong, only appropriate or not. Here, the author wants to end with the words of Wang Wei, general manager of the marketing center of Sophia Home Furnishing Co., Ltd. "If you can't take care of the actual needs of consumers, the big home is only the idea of ​​wishful thinking."
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