On September 1, 2010, during the 24th Dongguan Famous Furniture Fair, Leng Yue, General Manager of Yaobang Furniture Business Department, gave an exclusive interview with the furniture channel. He emphasized that as society progresses and overall consumption levels rise, the price gap between well-known brands and small-to-medium enterprises is shrinking. “Cheap” is no longer the main competitive advantage for many SMEs. For more updates, visit the official website of Xianghe Furniture City. During the interview, Leng Yue shared insights on Yaobang’s strategy in a changing market. He explained that while the company has not introduced entirely new products at this exhibition, it has focused on refining its brand portfolio. Over the past two years, Yaobang has been streamlining its product lines—reducing the number of brands from around 16 to 17 down to a more focused selection. This approach aims to create stronger, more competitive brands rather than spreading resources too thin. The furniture channel asked about how Yaobang differentiates itself in a crowded market. Leng Yue agreed that creating a unique identity is challenging but necessary. He stressed that the era of mass production is over, and now consumers are looking for quality and style, not just quantity. As a result, the company is focusing on optimizing its industrial structure and improving product value. When questioned about the criteria for participating in exhibitions, Leng Yue explained that Yaobang is selective. The company only joins exhibitions that offer real value and influence. Being a top-tier brand, Yaobang prioritizes channel development over direct sales. It typically participates in renowned events like the Dongguan Furniture Fair and supports international exhibitions as well. Regarding the performance of the first half of the year, Leng Yue acknowledged that the home furnishings market was not as strong due to changes in real estate policies. However, Yaobang still saw growth thanks to its brand optimization efforts and a nationwide tour promoting local distributors. This initiative, which covered over 60 cities, proved successful and helped discover new marketing strategies under tough conditions. For the current promotion campaign, Yaobang leveraged multiple tactics. As an entry unit of the Expo Private Enterprise Pavilion, the company also sponsored the popular drama "Big Girl to Marry," where their furniture was featured. Additionally, they used their image ambassador to promote the brand locally. Each city received tailored campaigns, including community-based promotions and membership models. Leng Yue described this as a form of peer-to-peer marketing, which significantly increased the accuracy of their outreach. Previously, sending out 1,000 flyers might yield only 200-300 responses, but with this localized approach, the response rate reached nearly 80%, making it a highly effective precision marketing strategy. For more details, please visit the official website of Xianghe Furniture City.

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