Lei Liya: Network Marketing Becomes a Pillar

On October 15, 2010, the Italian home furnishing brand Natuzzi Natuz opened the boutique of the Sanlitun village in Beijing, which is the fourth new store opened by Natuz in Beijing. At the event, Ms. Valeria Maria Lanzilotta, President of Natuz Asia Pacific, took the opportunity to conduct an exclusive online interview with Ms. Lilia.

Valeria Maria Lanzilotta: Italian, who has lived in Asia for six years. She is fluent in English and Chinese. As early as at the University of Naples in Naples, Italy, she obtained a degree in Asian Languages ​​and Civilization with her all-round merit. During her school days, she studied Chinese at the National Taiwan Normal University. Since then, he has received a scholarship program from the Chinese government through the Italian Ministry of Foreign Affairs and a three-year postgraduate study at the Shanghai International Studies University.

[Talk about home trends]: natural color + environmental protection technology will become the trend of autumn and winter home in 2010

[Reporter]: In September 2010, Natuzzi Natuzze released the 2010-2011 autumn and winter product series. What is the trend of this autumn and winter home products?

[Lanzilotta]: In April, Natuzzi Natuzzi at the Milan Furniture Fair, the latest three sofas and accessories for the new series of autumn and winter 2010-2011, this time, the opening of the Sanlitun new store, deliberately airlifted from Milan, this It was also the first time to appear in Beijing.

From this year's new style, you can see that this year's home, especially autumn and winter home, the trend is natural home, first of all, in terms of color, purple, green, beige, light brown, these are natural colors, followed by In terms of materials, Natuz's many years of tannery in addition to the comfortable and luxurious style, the most important is the natural leather, to provide consumers with intimate contact. Finally, it is critical that environmental protection be reflected in all aspects of production. Environmental protection is actually a very weak link for the entire home industry. We want to ensure that the most natural and environmentally friendly materials are available to our customers, so that customers can experience the best home products, not just sofas, but also other products, tables and accessories. These woods, marbles, which have not been processed and processed in the late stage, are made according to the color of the original materials, showing the natural texture and color.

[Reporter]: Nature, environmental protection, these elements can be said that in 2010, home is still popular with "low carbon" style, the most representative of Natuz is the superb and traditional leather craft, may you think that the future Natuzi in the process What new innovations will there be, and from what aspects will they implement “low carbon”?

[Lanzilotta]: Natuz is a vertical company with many years of history. Italian companies pay great attention to environmental protection, and they also put a lot of effort into the whole process. For example, 95% of the raw materials of our products are purchased from suppliers, so we are very strict in the process of selecting suppliers.

The most important raw material for furniture is wood. Our raw materials are mainly from Romania and other places. They are cut down in specially managed forests around the world to form a sustainable raw material that will not cause damage to forests caused by felling. In addition, no toxic and hazardous chemicals are used in the production process; the filling of the sofa is not fluorine-containing; in the process of tanning, the chemical substances are controlled very effectively, and Natuz not only guarantees that no harmful chemicals will be produced. To create a comfortable and comfortable sofa, and to ensure that the health of workers is not violated throughout the production process. Our leather crafts have been certified to ISO 9001. In addition, the packaging materials we deliver are sustainable and can avoid damage to the environment.

[Talk about design elements]: Add Chinese elements to find and cooperate with suitable Chinese high-end designers

[Reporter]: There are many international brands that value the Chinese market very much. In terms of design, some Chinese elements will be added to satisfy Chinese consumers. May I ask if Natuz will add Chinese elements to the design in the future? What do you think of Chinese design?

[Lanzilotta]: You asked a very interesting question. Although Natuz is an Italian brand, it does not mean that you are not willing to cooperate with China. We have retained interest and interest in high-end Chinese designers.

In the past, there was a vase in the Natuz home decoration. The typical Chinese classical vase style is the Chinese design element. We hope that some of China's high-end designers who can understand and represent the Natuz brand will work with Natuz to integrate their ideas, not only designing sofas, furniture, but also entire home works or accessories.

Not long ago, when the Natuz Art Exhibition was held in Shanghai, Mr. NATUZZI, the founder CEO and chief designer of Natuz, communicated and met with some famous Chinese designers in Shanghai.

[Reporter]: When international brands enter the Chinese market, they will always encounter problems that are being imitated. So how do you view this problem?

[Lanzilotta]: Many years ago, I stayed in Asia and found that there was such a problem. I was very worried at the beginning. The sale of the cottage version may bring us a big impact because of the low price. Later, I slowly discovered that Tuz's VIP customers have enough appreciation ability to distinguish the difference between the original and the mountain, because I always believe that the brand value and the essence of Natuz can not be copied by others.

Sometimes I will laugh at myself, only good will be imitated, but in reality, more or less always have some small troubles, but still believe in the eyes of our high-end consumer groups.