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Exclusive interview with Luo Baitao of Qianchuan Wooden Doors: Improving the system to create China's number one wooden door brand (reprinted from SouFun.com)

　　[Summary] Qianchuan Wood Industry Co., Ltd., as one of the earlier wood product manufacturers in China, has 24 years of experience in wood product production and 14 years of specialized wood door manufacturing. It is also the earliest and largest professional solid wood door manufacturer in Sichuan Province. To address some questions from netizens about Qianchuan wood doors, the reporter visited the Qianchuan wood door factory and conducted an exclusive interview with Mr. Luo Baitao, the deputy general manager of Qianchuan.

　　Reporter: Today we have interviewed Mr. Luo Baitao, the deputy general manager of Qianchuan Wood Industry Co., Ltd. Mr. Luo, could you please introduce the advantages and characteristics of Qianchuan wood doors?

　　Luo Baitao: Qianchuan Wood Industry Co., Ltd. is one of the earlier wood product manufacturers in China, with 24 years of wood product production history and 14 years of specialized wood door manufacturing experience. It is also the earliest and largest professional solid wood door manufacturer in Sichuan Province. We have a large number of employees with rich management and production experience, as well as the most advanced blank production equipment and paint spraying processing equipment nationwide.

　　The advantages of Qianchuan wood doors mainly lie in four aspects:

　　1. Sales channels. Our company has 270 exclusive stores nationwide. Next year, we will adopt a strategic model combining maintenance and development of new dealers. In 2011, we are committed to helping the dealers developed this year achieve better results and increase sales, expanding into secondary cities nationwide. Due to the strong regional nature of the wood door industry, it cannot be as widespread as flooring. Our strategy is based in the greater Southwest region, developing along the Yangtze River basin. I believe the future wood door industry will definitely adopt a regional management model.

　　2. Product advantages. In October this year, our company's technology R&D center launched the CM series, which focuses on economy and practicality, mainly targeting consumers born in the 1980s who are first-time homebuyers. The market price ranges from 1200 to 1400 yuan, which complements the missing part of Qianchuan's eight major series. The Qianchuan D Flat series mainly targets fashionable consumers who like simplicity, pursue individuality, and advocate environmental protection. Of course, this is not only for young people; I believe any consumer with a young mindset, whether born in the 1980s or 1970s, will find the D Flat series a very good choice. We are committed to adding new elements to the Qianchuan brand. Our production system is also being further improved, hoping consumers can feel the changes in the Qianchuan brand. I believe our technology is leading the development of the wood door industry.

　　3. Pricing. You might say that Qianchuan wood doors are not the cheapest in the Sichuan wood door industry, but I want to tell consumers that Qianchuan offers the highest cost performance. Every product undergoes strict cost analysis, and every price is genuine. Many large real estate companies now require cost analysis, and we list every detail of costs including materials, transportation, marketing, and profit. This is why many large real estate developers are willing to cooperate with us.

　　4. Human resources. Our company currently has a professional product R&D center, professional R&D personnel, and advanced technical equipment, leading Qianchuan in independent innovation and scientific development. We have overcome many technical and process challenges in the wood door industry and currently hold multiple invention patents such as universal adjustable quick-install door frames. We have professional production technicians, quality inspection teams, logistics personnel, installers, and after-sales service teams dedicated to providing customers with high-quality products and comprehensive services.

　　Reporter: Mr. Luo just mentioned that Qianchuan values quality and appearance very much. Actually, when consumers choose wood doors, they care most about quality, appearance, and after-sales service. Could you please introduce how Qianchuan handles after-sales service?

　　Luo Baitao: We pay great attention to the speed and attitude of service after problems occur. Therefore, the company has a complete operational system for after-sales service, summarized as the "3×4 Customer Response System" and the "First Inquiry Service Mechanism."

　　The 3×4 Customer Response System refers to the requirements for handling time and methods when after-sales personnel receive inquiries or complaints from dealers or consumers about after-sales issues.

　　In summary, simple issues are responded to within 3 minutes. We have established an after-sales knowledge base; for common questions or complaints, after-sales personnel make professional judgments based on customer descriptions and provide professional advice and solutions. Common issues receive a response within 30 minutes. For common quality problems, after-sales personnel immediately record and contact relevant responsible departments, and professionals reply to customers within 30 minutes. Difficult issues receive a response within 3 hours. For difficult problems, we convene personnel from process, technology, quality, and production departments to analyze and propose handling time and methods within 3 hours. Major issues requiring on-site confirmation receive a response within 3 days. We arrange personnel to collect evidence and analyze on-site, providing customers with solutions within 3 days. For issues requiring longer handling, customer service specialists report progress daily and organize timely summaries to ensure each after-sales issue is handled promptly and effectively.

　　As for the First Inquiry Responsibility System, it is an important management requirement implemented in our company’s management process. All employees, when discovering problems or receiving inquiries or complaints, act as the first responsible person for the event, following up until the issue is effectively resolved.

　　Through the implementation of the "3×4 Customer Response System" and the "First Inquiry Service Mechanism," we have effectively improved our after-sales management level and enhanced our employees' service awareness.

　　Regarding after-sales installation, most of our installation staff come from our production workshop. They are familiar with product structure and production processes and have strong skills. After training in product installation knowledge and service awareness, they have become a "special forces" team, ensuring reasonable product structure during installation, balanced surfaces, precise horizontal and vertical adjustments, and careful handling of waterproofing and joint gaps. We have also established installation management methods and after-sales installation management systems, detailing the installation process and greatly strengthening after-sales installation management. Almost all installations in the Chengdu area are performed by company-assigned professional technicians. Under the ongoing plan, installation workers in all nationwide exclusive stores will be centrally trained by the company to ensure product installation quality and service level.

　　Reporter: Mr. Luo, what is your view on online marketing? What practices does Qianchuan have in this area?

　　Luo Baitao: In online marketing, we mainly cooperate with major websites like SouFun. Our research shows that online marketing is mostly through group buying. I believe that with continuous social development and computer popularization, online marketing will account for an increasing proportion of our company's sales. I value online marketing because it benefits customers and reduces many intermediate links for us. In 2010, Qianchuan invested significantly in online marketing, and the company plans to invest more next year. I believe online promotion is very helpful for promoting our corporate culture and enhancing the company's reputation and brand awareness.

　　Reporter: You just mentioned that the D Flat series and CM series launched this year have achieved good results. What new plans does Qianchuan have for next year?

　　Luo Baitao: Next year, our company will achieve a new breakthrough. By analyzing some company data, we expect Qianchuan's total sales to increase by 60% to 70%. In 2011, we will focus on upgrading the entire channel, upgrading the image of exclusive stores, and establishing large-scale exclusive stores in secondary markets. We will not pursue quantity growth next year but focus on increasing sales per store. Additionally, we have made corresponding adjustments in production configuration.

　　Reporter: We all know that Qianchuan and Bomei have just signed a strategic alliance. I believe Qianchuan will achieve better development next year. That concludes today's interview. Thank you, Mr. Luo, for your cooperation.