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Lou Pei-Lun, a Taiwanese businessman, has been engaged in real estate work for 10 years since he graduated from university. From the grassroots level to the leadership level, according to his words, he has experienced various positions in this industry, and he has the knowledge, experience and vision. In the pocket. In 1996, due to the emphasis on the vast market prospects of mainland China and the family's investment in sanitary ware production, he resolutely entered the mainland and began to engage in traditional production management. After eight years of hard work, he faced the outstanding achievements, persistent and keen to challenge himself. Lou Pei Lun decided to turn the development direction to the home industry. This time, he officially became attached to Everett, and later grew into the head of Fairmont Designs Greater China.
In the case of youth, 10 years of geographical transfer, 8 years of industry change, for the practitioners, the work that has been consistently persisted for 5 years will be reluctant, let alone for 10 years, the author asks whether Lou Pei-lun was in the direction of transferring the development direction. There will be some hard choices. He can't make a smile. As calm and kind as he started, perhaps in the eyes of this businessman, the sense of accomplishment brought by competition and challenge will make people more valuable.
“I like to go shoppingâ€, the typical “science student†graduated from mechanical engineering, Lou Pei Lun, who expressed his hobbies in a straightforward manner. He said half-jokingly, “I sometimes go shopping than women, for many years, from Huaihai Road. The Admiralty Square to the Pacific Department Store in Xujiahui, I walked back and forth no less than 9 times...", he believes that the process of shopping is both physical exercise and life. "You can get promotions from merchants, purchases from consumers. In the midst of paying attention to a lot of details, and these direct commercial activities, consumers' purchasing psychology is precisely the opportunity for Lou Peilun to learn.
However, for Lou Pei-lun, who is responsible for the business in China, there are not many days to rest in peace and ease. Lou Pei Lun’s task is to go to the dealers all over the country every year to understand, care, and assist them in time. In 2011, Lou Peiren spent more than 130 days in the field, basically more than one third of the time. Dedicated to the "wandering trip". Walking north and south can not think that Lou Peilun likes this kind of noise. On the contrary, he is keen on peaceful life. In his personal living space, he will be happy to raise pets and get close to nature. When the author asked about his plans for retirement, he did not hesitate to answer "Go to Jiamusi to buy a piece of land, and then raise a group of Husky, returning to the truth."
Efdie's global thinking operates the Chinese market
How was the name of an American style "Evedi" born? Lou Pei Lun introduced that Evdi is internationally known as FairmontDesigns. The first letter of the two words is FD, and in China it is translated as "Evdi".
20 years ago, Aifudi belonged to the European and American furniture brands that entered the Chinese market earlier, which undoubtedly reflected the global vision of Efdie and occupied the market opportunity of American furniture.
According to the global layout of Fairmont Designs, the three production bases in mainland China are Taicang in Jiangsu, Meizhou in Guangdong and Dongguan in Guangdong. Among these production bases, except for Taicang, which is aimed at domestic sales, the others are mainly for export. In Aifudi's view, although China is currently the largest market in the world, after all, it is still a regional market, and FairmontDesigns is a global operation, with Europe, North America, South America, the Middle East, Asia, and other production bases. Supply global operations.
Lou Pei-lun told the author that, now, the group strategy that actively entered the Chinese market was prescient. The part of Aifudi that was originally invested in the domestic market in mainland China began with white furniture. From quality to design, it is in line with the development of mainland China.
After several years of internal adjustment and branding, Evdi hopes to bring the original American furniture into the Chinese market and provide it to consumers, thus becoming the vane to lead American furniture. For the brand, Everett's ultimate goal in mainland China is the Efdie Living Hall, which is an integrated resource that integrates furniture, home furnishings, hardwear, and design.
Management "military discipline" management shoulder development strategy
Lou Pei-lun was born in a military family. He also served as a soldier when he was young. Therefore, he inherited the style of military management. This state is also reflected in his management. "Shopping malls are like battlefields." Lou Pei-lun refers to employees as a battle. The team, the troops must be integrated to move forward.
The financial crisis in 2008 to the regulation of the property market in 2011 made the furniture industry worry. The good brand image and reliable product quality have become the strong backing of Evedi. The performance has not been affected, but the growth momentum has remained. However, the author finds that the shadow of Efdie is rare in domestic exhibitions. This seems to run counter to the tactics used to enhance brand awareness. In 2011, Lou Peiren reduced the number of dealers nationwide to 100, which is a low-key operation. Is the attitude still considered? Lou Pei-lun summed up succinctly that as a company with social responsibility, as a brand with good quality, Aifudi always puts commercial morality and responsibility in the first place of business activities. The height of the brand must be absolutely guaranteed. For dealers who do not meet the Efdie brand standards, Everett will not blindly indulge, only to ensure the gold content of the brand, in order to ensure the interests of qualified dealers.
In accordance with the company's "brand operation" strategy, in addition to the existing high-end series Aifudi, the future will develop the "Lifestyle" mid-end series products for the majority of the working class, and the future new brands will not be listed after the listing Continue the operation mode of the original Efdie brand, but the requirements for product quality control and agent qualification will remain strict.
Lou Pei Lun's operation of Evdi is strictly in accordance with the “five-year planâ€, and 2011 is the opening year of Efdie's “Three-Five Plan†to cater to the popular business mode. In March 2011, Efdie was flagship. The store model began to test e-commerce, and achieved good results in the trial operation of the year. Lou Pei-lun valued the prospects of the electronics field and decided to significantly increase the e-commerce level in the second half of this year, and in 2013. In the past, the website function of the official website was improved in an all-round way, and the operation mode of the US headquarters was introduced to gradually realize the online shopping function of the official website.
Efdie House Pei Lun: Global Thinking Operates China Market