At last year's Shanghai exhibition, Colombia specially advertised in the exhibition map, and also showed more booth indications on the carpet of the W2 pavilion. Obviously, they attached great importance to the furniture exhibition in Shanghai. Among the adult furniture, children's furniture full of jumping colors is also prominent in the pavilion. Injecting emotion into furniture As a unique foreign children's furniture brand that is open to domestic distributors, Carlo Vicchi, general manager of Columbia China, said in an interview with this reporter that Colombia is a company from Italy, making children's furniture. It has been 45 years since now and is the number one children's brand in Italy. Colombia is set up in the product compartments, with different sets, some suitable for younger children, and some suitable for older children. Carlo Vicchi believes this reflects the brand and culture of Colombia. The reporter noticed that Colombia attaches great importance to the embedding of elements in marketing. With the theme of “dream spaceâ€, color has become a child with unique personality and hobbies. For example, pink furniture is a favorite of a girl named Meilin. The copy is: "I am Meilin, I am a dancer. This is my room, I am dressed here, dreaming here... As my father and mother said, I will be the best dancer when I grow up." The layout of the room also revolves around this dream theme, with some dance skirts, shoes, other props used during dancing, photos during dancing, etc. This way advocates “letting children realize their dreams in their own roomsâ€, giving children's furniture an emotional element, and marketing costs are not high. For more and more children's furniture using spokesperson marketing strategy, Carlo Vicchi made it clear that it will not adopt: "We are the first children's brand in Italy, we do not use this marketing method. If you spend money to invite stars, still It is better to spend money to buy better raw materials and give consumers healthier and more environmentally friendly products. Our strategic direction is to be able to give customers the best products, the most environmentally friendly products, the safest products. For example, our solid wood The raw material for the bed is imported from New Zealand. The paint we use is environmentally friendly paint imported from Italy. In terms of environmental protection, we can guarantee zero formaldehyde.†Emphasizing the import design and the difference card Carlo Vicchi said that many companies now want to enter this field, but Many companies may have been export-oriented in the past, and now exports are not easy, so they turn around and open up the domestic market. “But the domestic market is very different from the export market. Most of the exports are based on low-value products, and the volume is large. The domestic market is the way for the overall health of the company. It takes a while to build a trustworthy brand. In fact, Colombia is a group company in Italy that contains a full range of furniture, not only for children and children, but also for adult bedroom furniture, living room furniture, kitchen furniture, sofas and office furniture. Children's and children's furniture is the best performing product of the entire Colombian group, and it has always occupied the first place in the Italian market. Therefore, when they entered the Chinese market, they chose furniture as an entry point. After entering China for more than four years, it mainly deals with children's and children's furniture. Several adult bedroom furniture are still supporting roles. After entering the Chinese market, they also made a lot of adjustments in size and color. Colombia emphasizes that it can provide Italian-style high-quality products to Chinese consumers. The current method is to import raw materials and use Italian totals to produce in Beijing. In the past four years, Colombia’s annual growth rate in China has also allowed them to grow.
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