Bu Yanlin, Brand Director of NATUZZI: Adhere to the brand gene and quality bottom line, grasp the young consumer power!

April 27, 2024

Home micro observation column [Home Micro talk], with light interview, deep thinking, insight into the industry trend, mining the force of innovation, looking for future direction.

This time's guest:

Bu Yanlin, brand director of NATUZZI

This year marks the 65th anniversary of NATUZZI Group, the world leader in soft leather sofas. Since the beginning of the year, the NATUZZI Group has been constantly moving, not only appearing in two well-known exhibitions in the country, but also launching a series of grand events and art projects during the 2024 Milan Design Week.

After more than 60 years of trials and hardships, in the face of new development trends and challenges in today's era, how will NATUZZI Group achieve "reverse growth"? Domestic and foreign market double brand strength, and how to open a new growth pole for it?

In this issue, Home Micro talk invited Ms. Pu Yanlin, brand director of NATUZZI Group, to conduct a warm discussion on brand layout, industry trends, market development and other aspects around NATUZZI Group's recent initiatives

Home Micro observation: Since the beginning of this year, NATUZZI has made frequent moves at home and abroad, from Natuzzi Editions in March to the 39th Shenzhen International Home Exhibition and the 2024 China Home Expo (Guangzhou), to the release of the 65th anniversary of the new logo and brand new store format during the Milan exhibition. What kind of "new" thinking does NATUZZI have behind both international and domestic efforts?

Bu Yanlin, Brand Director of NATUZZI: With the rapid growth of China's economy, people's living standards are constantly improving, and they have higher requirements for home environment and living quality. NATUZZI has always been committed to meeting the diverse needs of consumers. On the one hand, the brand is true to its values and pursues diversity in the materials and colors of its products. On the other hand, the profound tradition does not hinder the continuous innovation of the brand, which is not only the innovation of the shape, but also the innovation of materials and experience. In the face of constant changes in the global market, adhering to the brand gene and quality bottom line can accumulate enough market awareness and user reputation, so that the brand is still full of vitality and vitality in the new situation.

Home Micro observation: Natuzzi Editions is one of the sub-brands of NATUZZI Group, the world leader in soft leather sofas. What are the differences between Natuzzi Editions and Natuzzi Italia in terms of brand positioning, audience orientation, market layout and style of play? How does NATUZZI Group play the dual brand power card?

Bu Yanlin, Brand Director of NATUZZI: Founded in Italy in 1959, Mr Natuzzi sensed an opportunity during a trip to America in the 1980s to revolutionise the way leather sofas, once consumed only by the elite, could be "democratised". In 1986, Natuzzi Editions was born. In contrast to Natuzzi Italia, which is rooted in the Puglia region of Italy and is dedicated to designing harmonious living experiences, Natuzzi Editions focuses on diverse, individual comfort needs

Natuzzi Editions

Today, NATUZZI focuses on the rise of young users under the premise of brand genes. Based on the needs, Natuzzi designs products for different life scenes and tells harmonious and comfortable brand stories. Natuzzi ltalia and Natuzzi Editions are two product lines. Based on different positioning to meet more segmentation needs.

Home Micro Observation: NATUZZI Group, as an international brand extending from upholstered furniture to the whole home, how to view the future of the whole home? With software as the core, what unique advantages does NATUZZI Group have in accelerating the development of the overall home?

Bu Yanlin, brand Director of NATUZZI: The whole home is the domestic and even the world's home development trend, consumers increasingly favor one-stop shopping home consumption. NATUZZI's two brands have their own rich product matrix, including soft sofas, armchairs, soft beds, dining tables and chairs, supporting furniture, etc., which can meet the needs of guest dining and sleeping space. At the same time, the brand also emphasizes the concept of Total Living, the perfect combination of all homes, and strives to create a home space with perfect functions and aesthetic harmony for customers, bringing pure Italian lifestyle.

Natuzzi Edition

Home Micro observation: NATUZZI Group is an important founder and promoter of functional furniture. In the face of the rise of functional sofa circuit in China, how does NATUZZI respond?

Bu Yanlin, Brand Director of NATUZZI: In the face of the rise of the domestic functional sofa market, NATUZZI will not only retain the local Italian cultural gene, but also more deeply and seriously examine the new changes and new needs of the Chinese market, continue to innovate, and clarify the respective operating strategies of the two brands. In terms of product design, it will be more personalized and free, fit the needs of Chinese consumers, and clear the brand's own identity.

Home Micro Observation: At present, how is NATUZZI Group developing in the Chinese market? Do you have any experience to share in channel development?

Bu Yanlin, NATUZZI Brand Director: At present, NATUZZI Group is in a good state of development in China. This year, Natuzzi Group will have a multi-channel layout, including traditional home stores and new channel cooperation, so as to maintain the vitality of the brand, but also to communicate better with consumers.

Home Micro Observation: 2024 has been designated as the "Consumption Promotion Year" by the Ministry of Commerce, and at the same time, the industry is still intensifying, how will NATUZZI Group respond

Bu Yanlin, Brand Director of NATUZZI: As a well-known Italian household brand, NATUZZI itself has a strong cultural potential, and its products are also very competitive: While adhering to the original Italian design, NATUZZI has grasped the entire industrial chain to ensure the perfect landing of design and creativity, and its own tannery has also consolidated NATUZZI's market leadership, and at the same time, its insight into the humane care of modern society can also pay more attention to the changes in the needs of a new generation of quality consumers and respond flexibly

----Guangdong Granya Furniture Manufacturing Co., Ltd. is one of the largest leather soft bed Mattress manufacturers in China. The company's service philosophy: customer first, the interests of customers above our own interests. We are famous for custom furniture, including custom leather sofa, custom cloth sofa, custom leather bed, custom cloth bed, etc., can be customized according to your preferences.

Author:

Ms. xingjinsui

E-mail:

ceo@gelunya.com

Phone/WhatsApp:

8613823425403