To date, Sophia brand has gone through 13 years of development.
In recent years, the country continues to macro-control of the real estate market, the home furnishing market is sometimes clear, sometimes in the doldrums, at the same time as the home furnishing industry competition continues to intensify, the industry as a whole into a period of low-speed growth. And with its own product planning, brand advantages, as well as exploration and research on the changing needs of consumers, Sofia in the quality, technology, research and development, brand and scale, etc. has grown into the industry leader. At present, Sophia has developed more than 1,200 stores, more than 650 dealers, annual sales have maintained a growth rate of more than 30% over the years.
Legendary "benchmark" behind the creation, Sophia has what growth code?
Not forgetting the original intention based on the "custom" core
The development of China's customized closet industry so far, has formed a blossoming situation. It goes back to 2001, Sofia brand founder based on the study of Chinese consumers, the French SOGAL brand of closet sliding door products into China. On the basis of digesting and absorbing the design concept of sliding closet door, the founder innovatively developed customized closet, and launched the Sofia classic louvered series closet in China, which opened the prelude to the development of customized closet in China.
Over the past ten years, Sofia has attracted a high degree of attention in the closet market with its elegant and fashionable, healthy and environmental protection advantages, and has also been highly evaluated and widely recognized by consumers and the industry. Regardless of how the market changes, Sofia firmly grasp the "custom" core, focusing on meeting the personalized customization needs of consumers. Precisely because of the difference between the traditional furniture production enterprises "standard production" mode, Sophia solved the flexible production, non-standard production and other problems, with the channel and brand first-mover advantage, rapidly expanding market share.
Expanding the "customized home" dream "big home"
However, consumers not only hope that Sophia can provide the best customized closet products, but also want to meet the demand for related customized furniture, which is a challenge and an opportunity for Sophia. This is a challenge and an opportunity for Sofia. Sofia started from product design and development, under the support of Sofia Research Institute to develop other supporting furniture, bookcases, TV cabinets, dining and wine cabinets, etc., from the bedroom series derived from the study, living room, dining room series, etc., for different house types, decoration styles, consumer groups to solve the customization needs. 2013, Sofia put forward the concept of "customized home". In 2013, Sofia put forward the concept of "customized home", aiming to extend the product categories to provide consumers with multi-functional, integrated, full-space optimal solutions, and began to practice the "big home" strategy.
Since the formal expansion to the direction of "customized home", Sofia's sales have been greatly improved. 2013, the company achieved operating income of 1.783 billion yuan, an increase of 45.98% year-on-year; attributable to shareholders of the listed company's net profit of 245 million yuan, an increase of 41.37% year-on-year, a remarkable achievement! The company is the leader in the home building materials industry.
Innovative marketing highlights the strong effect
When the development of enterprises to a certain stage, in order to seek further development, the integration of existing resources, adjusting the marketing structure is an important approach to its strategic development. 2010 Sofia launched a brand promotion plan, hired international movie star Ms. Shu Qi as the image of the spokeswoman, rendition of Sofia's tasteful, fashionable and innovative brand image, brand awareness and reputation has been rapidly enhanced. brand awareness and reputation has been rapidly enhanced.
At the same time, Sophia's closet is innovative and upgraded on the marketing pattern, and carries out all-channel, multi-form and all-round advertisement dissemination with the leading speed in the industry. Strategic cooperation with major network media, relying on new media to help promote the brand, the innovative development of e-commerce marketing continues to innovate, the integration of the communication model, to achieve the brand publicity and marketing effect maximization.
Technology first Ding home furnishing market
Today, consumers are increasingly high demand for space utilization, so that customized furniture is increasingly favored. But customized furniture itself on the production and management of enterprises have high requirements, especially need to meet the high standards of quality and craftsmanship.
Sophia, which has been constantly innovating its production model, introduced a globally advanced production system, the flexible automated production line, in 2013. Flexible production line is the core foundation of Sofia's personalized design and large-scale production, which combines information software and production hardware systems to greatly improve production efficiency, cost savings, and realize the true meaning of full-size customization.
At present, Sophia's production bases have completed the strategic layout of the country's southeast and northwest, including a subsidiary in Southwest China (Chengdu), a subsidiary in East China (Zhejiang), and subsidiaries in North China (Langfang) and Central China (Wuhan), which greatly saves the cost of logistics, shortens the delivery cycle, and provides solid supply chain security to ensure high-quality customer service.
Creating a service-oriented management based on the heart
The dealer is an indispensable channel for brand development, and maintaining a good relationship between the enterprise and the dealer is of great significance for realizing the market share. Sofia closet around the "heart-based" service-oriented management model, through the provision of technology, service training and other all-round support for cooperative dealers to provide a solid backing support.
Sophia closet support for new dealers, for example, to carry out dealer one-on-one training, retraining, training, as well as free store location, design, installation, sales system support, etc., for the rapid growth of dealers to provide a strong standardized services to win the majority of dealers trust and support, the channel system construction has become a model for the industry.
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