Industry · Customers | Japanese Architect Yang Songbiao: Exquisite Japanese Craftsmanship Makes a Home More Human

Nowadays, the era of large-scale increments is a thing of the past, and the era of stock that has replaced it has brought new opportunities to the large home construction and decoration industry. Improvement demand is rising rapidly, and users' consumption scenarios are gradually opening up. In the new cycle, how to seize new opportunities and achieve growth with highly adaptable products, diversified channel layout, and full-link digital capabilities?

As the first exhibition in the home construction and decoration industry, China Construction Expo (Guangzhou) maintains a high degree of synchronization with national policy guidance, industry transformation trends, and corporate growth needs. It brings together the unique resource advantages of the exhibition and leads the industry to create a new development pattern.2024 China Construction Expo (Guangzhou) launched the "Industry · Coffee Talk" series of exclusive interviews. In this interview, we cooperated with Central Media Global Network to talk to Yang Songbiao, Chairman of NIHON FLUSH Group.He ​​said that at this exhibition, NIHON FLUSH will release the "Quiet Luxury House" LuxeZen series. The new series of products combine Italian light luxury style and Eastern Zen, and present more intelligent and humanized customized details. He hopes to impress the younger generation of consumers and let them deeply feel NIHON FLUSH's ingenuity and profound humanistic sentiments.

The following is a summary of the conversation:

[Global Home Furnishing]: China Construction Expo (Guangzhou) is known as the industry benchmark. What are your expectations for this year's China Construction Expo (Guangzhou)? What kind of trump card will you bring to this year’s exhibition?

[Yang Songbiao]:Based on the understanding of home and the perception of future lifestyle, NIHON FLUSH continues to innovate in product development and continuously enriches the connotation of modern Japanese whole-house system solutions. At this exhibition,NIHON FLUSH will release the "Quiet Luxury House" LuxeZen series, which combines Italian light luxury with Eastern Zen, while incorporating intelligent and humanized customization details to meet the younger generation of consumers' pursuit of high-quality and simple lifestyles.

At the 2024 China Construction Expo (Guangzhou), we look forward to seeing more innovative designs and intelligent technology applications. We also look forward to discussing the future development direction of the industry with colleagues in the industry and promoting innovation and progress in the customized home furnishing industry.

【Global Home Furnishing】: After entering the Chinese market for 22 years, how does NIHON FLUSH stand out in the fierce market competition?

[Yang Songbiao]:NIHON FLUSH CO., LTD. is located in Japan and is a company listed on the main board. NIHON FLUSH Group officially entered the Chinese market in 2002 and has successively built three door industries and one storage production base in Kunshan, Yichun, and Qingdao, with an annual production capacity of more than 2 million sets. In the 20 years of serving the Chinese market, it started as a B-end engineering channel, continued to expand through its own advantages, and entered the C-end market with the NIHON FLUSH brand, successfully completing transformation and upgrading.

Over the past 22 years, NIHON FLUSH has actively adapted to the Chinese market while retaining the "craftsmanship spirit" deeply embedded in the corporate culture. We have the ultimate pursuit of environmental protection and quality, which have become our core competitiveness. The raw materials we choose come from leading brands in the industry, and we introduce internationally renowned Japanese environmental standards to the Chinese market. In addition, we have integrated the unique "aging-friendly" design and "ultimate storage" concepts in the Japanese market into customized products, making the home space not only beautiful but also full of humane care.

With the increasing environmental awareness of China's younger generation of consumers and their continuous pursuit of quality of life, NIHON FLUSH's modern Japanese whole-house system solutions have become more and more widely recognized by them. In the future, we are committed to continuous innovation and continuous optimization of products and services to ensure that every consumer can feel the ingenuity, commitment and profound humanistic heritage of NIHON FLUSH.

[Global Home Furnishing]: What changes have occurred in consumer demand and market trends in recent years? How does NIHON FLUSH respond?

[Yang Songbiao]:In recent years, China’s new generation of consumers pay more attention to brand reputation, product quality and consumption experience. Market trends include digital transformation, green and sustainable development, and online and offline integration. The large home construction and decoration industry faces new opportunities, such as the trend of customization and increased demand for smart homes, but it also faces new challenges, such as intensified competition and unstable supply chains.

has achieved sustained and steady growth in the 22 years since entering the Chinese market. Behind this success is our accurate judgment on the younger and more personalized consumer trends, and our flexible adjustment of product lines and continuous innovation. The "Quiet Luxury House" LuxeZen series released by NIHON FLUSH this year has been comprehensively upgraded in terms of quality and aesthetics to meet the needs of a new generation of consumers.

In addition, we have also established a "digital management system" and an "efficient supply chain system" to better cope with the Chinese market. Digital management can achieve accurate traceability and greatly reduce human errors, which is crucial to the brand's service capabilities and reputation. Relying on the deep integration with the Japanese supplier system, the raw materials we choose come from top brands in the industry, such as Japanese Sumitomo sheets, Japanese AICA adhesives, and Japanese well-known brand hardware. The efficient supply chain system ensures that product quality meets standards.

[Global Home Furnishing]: What experience do you have in digital construction? How to use digital capabilities to solve the pain points of the customized home furnishing industry?

[Yang Songbiao]:Although we are engaged in the traditional home customization industry, we have already successfully completed full digital transformation and established a lean management method that relies on accurate data-based decision-making.

In our digital management system, each product has its own barcode. By scanning the chip on the barcode, you can learn more about various information about the product, including pattern size, construction site location, and front-end and back-end processes. In the custom home furnishing industry, any slight operational error can have serious consequences. Through the comprehensive and accurate traceability function of the digital management system, the occurrence of human errors is greatly reduced, and the service quality and market reputation are significantly improved. This digital capability not only solves management challenges within the custom furniture industry, but also greatly improves the consumer experience.

[Global Home Furnishing]: Based on the analysis of the market and industry, what kind of growth strategy has NIHON FLUSH formulated? What capabilities do you think companies still need to improve?

[Yang Songbiao]:In order to achieve sustainable development, we have formulated a comprehensive development strategy, focusing on product innovation and service optimization, while continuously strengthening digital marketing and user experience. In the future, based on market and industry analysis, we need to further enhance market insight, agility and rapid decision-making capabilities. In addition, we will continue to strengthen our innovation capabilities, brand empowerment and customer relationship management to adapt to the changing market competition environment.

We have established a mature digital management system and plan to continue to increase investment in digital intelligence construction, which includes establishing more advanced data centers, applying big data analysis technology and implementing intelligent production. Using digital and intelligent production capabilities, we will further solve industry pain points, such as supply chain optimization and market forecasting, while also solving consumer pain points, such as personalized customization and service improvement. These measures will bring greater development space and market competitiveness to NIHON FLUSH.