On March 16th, the 41st International Famous Furniture (Dongguan) Exhibition (hereinafter referred to as “Famous Furniture Exhibition”) was held in Guangdong Modern Exhibition Center, Houjie Town, Dongguan. The total scale of the exhibition reached 760,000 square meters, and there were 1,286 exhibitors. The home furnishing brands from all over the country and around the world gathered together to show their perfect brand appearance with the best products.

As a strong brand in the home furnishing industry, DECCI household  has exhibited at the exhibition with its creative design and high-end fashion products, and it has exhibited in six high-profile pavilions with nearly 5,000 square meters, attracting many exhibitors and industry.

DECCI household is known for its pure Italian style and top-level design, advocating a minimalist, comfortable and stylish lifestyle, and providing a new space matching solution for high-end customer groups by creating an Italian-style living space.

It is understood that DECCI household has four series of DECCI, Felice & Guerini, BOB , MAX , and has more than 300 stores in the country, serving More than 50,000 domestic and international high-end customer groups have been hailed as domestic high-end software furniture brands.

Sina Home was fortunate to interview Chen Chi, the chairman of DECCI household, at the exhibition. He shared his ideas and sentiments with the positioning and development philosophy of DECCI.

Chen Chi, Chairman of DECCI household

[Sina Home] Can you introduce us to the products of this exhibition?

[Chen Chi] The DECCI household Furniture Exhibition, its four major brands have appeared, including DECCI, Felice & Guerini, BOB, MAX The four major brands and the Philip’s full case design series, a total of six high-profile pavilions, nearly 5000㎡. This year’s main push is the design of the entire case of Felice, which will integrate the product lines of the four brands of DECCI, Felice & Guerini, BOB and MAX. The main style is minimalist style, extending the customized products and the whole case design service. The essence of the whole case design is to systematically integrate resources to meet the needs of consumers for one-stop home improvement.

[Sina Home] What do you think is the competitive advantage of DECCI compared with its peers?

[Chen Chi] Our competitive advantage is mainly reflected in three aspects of design, product development and manufacturing. Last year, we opened the entire product line, and we realized that all the required products were processed and manufactured by ourselves. The development of the home furnishing industry for more than 20 years, many brands through the packaging, hype, publicity and other means to develop rapidly, in my opinion, the development of the home industry should return to the essence, we will do our products well, a real brand does not rely on packaging, advertising to do Strong and big.

DECCI household invests the most in design and development every year, because this is the foundation of good products. Whether we are the whole industry or not, we need creativity and innovation to continuously improve product quality and shape our own brand.

[Sina Home] China’s home furnishing industry has the characteristics of “big industry, small enterprise”, low degree of automation, high degree of product homogeneity, and general service experience. Now the whole industry is advocating transformation and upgrading. Where do you think the home industry should go from? Start?

[Chen Chi] I think we should do our duty first. As you said, the service experience is general, then why don’t we start from here. DECCI household built a 1500㎡ model house in HouJie to bring a better service experience to customers. Not only that, we have also set up the same size exhibition hall in Shanghai. This year, we only invested in the whole case design series. We invested nearly 50 million yuan, mainly for product development, design, and model house building. The purpose is to increase the number of consumers. Experience.

The future is definitely the era of experiential consumption. The real brand is definitely not packaged. It is the result of a year-round accumulation. It is not wrong to simply profit or market. It is just a mistake for the company. Really want to do a good job, do a good enterprise, I feel that I still do a good job of doing the job well.

[Sina Home] Compared with the merger expansion of large enterprises, what do you think the direction that SMEs should grasp?

[Chen Chi] The attributes of each company are different. As I said earlier, some are for profit, some are for listing, some are for products, everyone’s pursuit is different, the starting point is different, and the income is The result is definitely not the same. Some people think that the rapid expansion of enterprises, mergers and acquisitions, listing, the cumulative capital is a success, some people think that the need and recognition of consumers is a success. In our view, it is the most important thing to do yourself, to do your own products, to serve customers well, and to make products more demanded by customers.

As the slogan put forward by DECCI – we are proud of the existence of important people and the needs of our customers. DECCI’s idea is to do his part in a down-to-earth manner. I always think that the real brand needs to be precipitated. Only by experiencing the extraction of time can the accumulation of strength be accumulated.