Playing CALL for national brands: the craftsmanship of Prince Lee’s Li Lianghui

Ten years after moving to the Yanganan Park, the third phase of the Taizi Home Intelligence Base will be completed soon.

On a certain level, this 10-year project carries Li Lianghui’s “intelligence” complex. The brand hopes to use a base that combines efficient production lines, lean management systems and ingenuity to make “smart and comfortable life”. The ideal shines into reality.

Compared to HTC’s wishes and the size of the factory, Li Lianghui’s office furnishings are relatively simple. The desk, the boss chair, a sofa and coffee table for the meeting, and the bookcase behind the boss chair were not filled with various award trophies. There are several calligraphyes hanging around the wall, all related to manufacturing and management. In addition, there is no other exaggerated decoration in the entire office.

In 18 years, a sofa factory has changed from a small workshop to a brand with considerable manufacturing scale. Li Lianghui must not be as simple as his office.

Li Lianghui, Chairman of Taizi Home

Li Lianghui, chairman of Taizi Home, is one of the most “ingenious” entrepreneurs in the industry. Founded 18 years ago, Prince Edward Home has occupied a non-negligible role in the Chinese home furnishing industry. The golden stage of the development of China's home furnishing industry, suites, self-contained, Internet home improvement and other outlets have not affected Taizi's focus on soft furniture products.

But the market has also given enough focus on the return. In 2016, nearly one thousand stores across the country contributed nearly 1 billion in output value to Prince Edward. Looking at the whole country, even in the manufacturing areas of the soft-homes such as the Pearl River Delta and the Yangtze River Delta, there are only a handful of such scales.

At present, Prince Edward Home has been involved in the R&D and production of furniture for two halls and suites. In the eyes of Li Lianghui, this is an extension of the original advantages of Prince Edward at the product level. He put the edge of the product extension in the box of the family space solution. In this circle, he will not step out of this circle in the future. "The home industry is very big, and I have not got enough involved."

Even so, the speed of the Prince is still relatively slow compared to his peers, but Li Lianghui is not in a hurry. "Don't care about the rhythm of others, the Prince has his own pace of development."

Li Lianghui never shies away from his origins, nor does he understand the positioning of the carpenter in the furniture industry. In his eyes, "artisan spirit" is the inner support that manufacturing, especially traditional manufacturing, needs most.

The production link of Prince Edward Home can best reflect this attitude of excellence.

The company is oriented at the quality level regardless of cost. As early as 2003, the company won an exclusive agency for the Israeli anti-fouling and disposable fabrics at a price more than twice the average market price. This move was considered unreasonable at the time, but now the fabric is still It is used as the main fabric on the soft sofa, which is the most attractive product in the sales process.

Li Lianghui also revealed that he used to produce only one sofa for a period of four years, and made many adjustments to the shape, filling, fabric and size of the sofa, and even how to save space when loading the car. Are taken into account. "I just want to do the best for the product."

It turns out that this sofa named "Rome" has provided considerable sales to the company in the first few years of the establishment of the Prince. Now the sofa is still displayed in the luxurious showroom of Prince Edward. The company's other sofa, in Li Lianghui's constant revision, has been selling for 10 years. "How do you evaluate the outside world and say that I am crazy, I don't care. I use the facts to speak, a sofa that can sell for 10 years is the best proof."

The concentration of the craftsman is also projected on the category of Prince Edward. From the start of the business to the move to the Yangan Park in 2008, the focus of Prince's Home has always been on the soft sofa category. In the period when it was considered to be the “golden decade” of the home industry, there were many temptations from the outside world. Many of the peers began to develop suite products, and they also achieved good results. Some dealers and princes suggested adding suite categories. But they were all rejected. Later, many of his peers turned their attention to the real estate and financial industries. All these temptations were rejected by Li Lianghui.

"The manufacturing industry relies on sedimentation. It is necessary to make the category of soft products transparent. It takes time to grind, and we must not worry."

Li Lianghui, who is not in a hurry, puts most of his energy into the update of the production line. This is what he considers to be the "foundation." At present, the first and second phases of the production base have been completed and put into production, which has been able to meet the high-quality production of the soft goods category of Prince Edward. "The sharpening of the knife does not miss the firewood, the Prince is to be a brand, it is a long-term battle."

Editor in charge: Li Xing

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