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Qianchuan Jiang Chunming: Qianchuan D-plane is about to be launched, congratulating SouFun's model for winning the world (reprinted from SouFun.com)

　　Interview Guest: Jiang Chunming, General Manager of Qianchuan Wooden Doors

　　Interviewer: Huang Chunhui

　　[SouFun Home Network] Hello Mr. Jiang, we recently heard that Qianchuan is about to make a big move by launching a new brand called Qianchuan D Flat. First of all, I find the name itself very interesting. What meaning does it contain?

　　[Qianchuan Jiang Chunming] According to the company's strategic plan for 2010, we will promote a new brand—Qianchuan D Flat—during the National Day holiday. The origin of Qianchuan D Flat actually carries a perfect meaning: for Qianchuan, since wooden doors are made from raw wood, their growth rings resemble the letter D. As the raw wood continuously accumulates, at some point it begins a new cycle. So we say Qianchuan D Flat comes from nature and history, and also symbolizes the gradual growth process of the company.

　　General Manager of Qianchuan Wooden Doors, Jiang Chunming

　　[SouFun Home Network] Could you reveal some product features of Qianchuan D Flat in advance?

　　[Qianchuan Jiang Chunming] Qianchuan D Flat is a brand specially tailored by Qianchuan Wood Industry for the young consumer group. Based on their preferences, including their demand for new things, fashion personality, simplicity and elegance, and low-carbon environmental protection, these elements are integrated into Qianchuan D Flat. In terms of product positioning, it covers high, medium, and low levels, with the white-collar class as the main target.

　　Regarding the product itself, we extensively draw on the advantages of wooden doors designed for young consumers in European and coastal markets, innovating thoroughly in design concepts. Abandoning the traditional heavy feeling of wooden doors, Qianchuan D Flat is more concise, with a more natural and smooth use of lines. Secondly, it uses more modern, environmentally friendly, and lightweight new materials to make the product more ergonomic. Then, the color application is bolder, such as yellow, blue, and colorful tones. These colors combined with new materials and new processes create a dynamic feeling favored by young people, making the entire home decoration more harmonious.

　　[SouFun Home Network] So it matches better with the home decoration styles young people like now? Can it be understood this way—that when developing this new brand, Qianchuan considered more from the concept of 'whole home' rather than just the development of the wooden door industry?

　　[Qianchuan Jiang Chunming] Qianchuan D Flat is not baseless nor a whim of Qianchuan to be different; it is a product of the trend of the times. The post-80s and post-90s have become the main consumer groups, and their consumption behavior and needs will be the new growth point for enterprises. Therefore, studying them is an inevitable factor for sustainable and stable development.

　　Secondly, the whole home concept has become the mainstream of development. This concept actually pursues overall coordination and harmony. As an important part of home furnishings, wooden doors must also follow this development, and we must take the initiative. The launch of Qianchuan D Flat during the National Day will allow many young consumers to find their own consumption place and home dream among Qianchuan's products.

　　[SouFun Home Network] Then may I ask whether Qianchuan D Flat adopts a direct sales model or is entrusted to distributors?

　　[Qianchuan Jiang Chunming] Distributors.

　　[SouFun Home Network] Are there any conditions when selecting distributors for the Qianchuan D Flat brand?

　　[Qianchuan Jiang Chunming] Currently, we have several standards: First is whether they have wisdom capability. Wisdom capability means recognizing the company's culture, products, operation mode, and profit model. They must genuinely like this brand and pursue making it bigger and stronger as their goal. Only with such wisdom can a distributor develop Qianchuan from making products to building a brand, and from building a brand to building a culture. Second, they must have a good social resource base. Third is to consider whether the distributor has economic strength. This time, we mainly assess whether the distributor understands the future avant-garde fashion consumption, which is very important.

　　[SouFun Home Network] So it's about whether they focus on the post-80s generation.

　　[Qianchuan Jiang Chunming] Yes, first whether they have a sense and feeling for our fashion. If they like this fashion, they will promote the product well; otherwise, it's impossible. Second, we assess whether they can find a corresponding platform. Qianchuan D Flat needs a matching platform—fashion-forward. If placed on a platform with a very heavy feeling, it may not highlight its quality.

　　[SouFun Home Network] Is Qianchuan D Flat Qianchuan's first sub-brand? What do you think is its significance?

　　[Qianchuan Jiang Chunming] According to our future promotion plan, we will strengthen the parent brand through enriching sub-brands, and strengthen sub-brands through upgrading the parent brand. Just like Toyota's brand management model, continuously strengthening sub-brands to upgrade the Toyota parent brand. There is the high-end Lexus and the more affordable Vios. The Toyota parent brand supports these sub-brands, and ultimately recognition of Toyota sub-brands comes from recognition of the parent brand. When others talk, I am still very satisfied because I drive a Toyota.

　　[SouFun Home Network] Next, I would like to talk with Mr. Jiang about a topic related to SouFun. When SouFun was listed on the New York Stock Exchange on September 17, we also received congratulatory messages from Mr. Luo and you. Thank you for that. Could you please comment on the impact of SouFun's listing on the home furnishing industry?

　　[Qianchuan Jiang Chunming] Actually, I have studied this listing issue quite a bit because my specialty is finance. I think SouFun's listing is actually a kind of brand accumulation.

　　First, SouFun chose to list despite the current unfavorable environment, showing the strength of the SouFun brand and demonstrating its style and responsibility to more internet companies. Second, the listing shows SouFun's confidence in entering the future market. Through the listing, SouFun can implement greater resource and capital integration, providing excellent resource support for its continued growth and development. Third, it shows SouFun's efforts to achieve socialization and standardization of corporate management. Everyone knows that the basic requirements for listed companies are scientific management and financial transparency, which many companies are reluctant to discuss. Therefore, SouFun's listing should have very important strategic significance.

　　For our company, SouFun is a very good cooperative ally and strategic partner. We believe SouFun's listing is a very good thing. Everyone knows that from an economic perspective, the internet era is a so-called virtual marketing market for our future.

　　[SouFun Home Network] What do you think the future of the home furnishing industry will look like on the road of online marketing?

　　[Qianchuan Jiang Chunming] With the development over the next 30 years, home furnishing marketing will gradually shift towards virtual marketing. We say this virtual marketing and online marketing are increasingly favored by people, and informatization has become a manifestation of wisdom.

　　The future of home furnishing will be expressed in a much broader way, not just through physical retail stores. The key is whether you can use the internet as a platform to achieve virtual marketing. Moreover, competition on internet platforms will become increasingly fierce. SouFun's listing aims first to scale up, and second to strengthen its capabilities, to gain industry dominance. The rules of the game are set by the strong.

　　Future competition on the internet involves three major aspects: first, competition in internet operation models; second, competition among internet teams, meaning whether you have a team with high emotional intelligence and high IQ; and finally, the competition is summarized as "winning the world through the model, conquering the world through the team, and winning hearts through determination"!

　　[SouFun Home Furnishing Network] Thanks to General Manager Jiang for such insightful views on internet operations, and also thank you, General Manager Jiang, for accepting our interview! We wish Qianchuan D a great success!

　　(Jiang Chunming, General Manager of Qianchuan Wooden Doors, interviewed by SouFun Network)