- Interview with Yin Zhaobing, Deputy General Manager of Foshan Nanhai Yalan Huangting Furniture Co., Ltd.
Yin Zhaobing, originally from Jiujiang, Jiangxi, has been the Deputy General Manager of Foshan Nanhai Yalan Huangting Furniture Co., Ltd. since 2010. In 2011, he was recognized as one of the "Top Ten Marketing Elites in China's Furniture Industry."
"If Musi is transforming the mattress industry in China, then Garni is also changing the sleep of the new generation after the 80s." This statement comes from Yin Zhaobing, the Deputy General Manager of Foshan Nanhai Yalan Huangting Furniture Co., Ltd.
What exactly is Garni? Why is it reshaping the way the post-80s and 90s generations sleep? Let’s find out how "Furniture · Commerce" reporters uncover the story behind this brand.
(Note: Throughout this article, Foshan Nanhai Yalan Huangting Furniture Co., Ltd. will be referred to as "Garni.")
>> Garni, Full of Glory
According to Yin Zhaobing, Garni is the predecessor of Yalan Huangting, a veteran mattress company focused on the development, production, and sales of sleep products. The headquarters was initially established in Shantou in 1986 as the Jinji Mattress Factory (later renamed Shantou Jin Kee Furniture Co., Ltd.). In 2000, to meet the needs of the company's growth, a branch factory was set up in Nanhai District, Foshan City, called Jianhai Furniture Factory. In 2009, the factory was renamed Foshan Nanhai Yalan Huangting Furniture Co., Ltd.
Over the past 28 years, Garni has committed itself to creating a healthy and comfortable sleeping environment for consumers. It has passed the ISO9001 quality management system certification and received awards such as "Outstanding Green Environmental Protection Products of China," "Most Competitive Brand in Chinese Furniture," "Top 10 Health Brands in Chinese Furniture," "Top 500 Quality Companies in China," "Top 500 Domestic Pan-Home Development Companies in China," and has held the "AAA Credit Enterprise for Six Consecutive Years." In 2011, it was appointed as a member of the fifth council of the association governing units.
Currently, Garni occupies 50 acres of land, with a high-standard factory area of 60,000 square meters and a multi-functional exhibition hall of nearly 5,000 square meters. Equipped with advanced international production equipment and rich production experience, the annual output exceeds 300,000 mattresses. These products are delivered to over 30 countries in Europe, America, Southeast Asia, and the Middle East, as well as more than 600 cities across China.
"Many people don’t know about this company in the mattress industry, but we have been making mattresses by hand since 1986, which is nearly 30 years now. Located in Puning, about 300 miles away, the annual sales reach 150,000 mats. This is a true reflection of our low-key and practical nature. What you see from the boss is the appearance, and so is our product. These words truly reflect Garni. Its history is full of glory, yet it remains calm, quietly cultivating and dedicating itself."
>> "Garni, Change" the Sleep of the Post-80s Generation
There is a book titled "Dream 8000 Days," which states that life consists of 30,000 days, with 8,000 of them spent sleeping. According to statistics, there are more than 1.3 billion people in China, with over 250 million being part of the post-80s and 90s generations. These individuals have become the main force in China’s sleep consumer market.
Faced with this huge opportunity, as a 28-year-old professional mattress manufacturer, Garni has been focusing on the science of sleep, promoting a healthy lifestyle and allowing more people to enjoy better rest. A few years ago, the decision was made to target the post-80s and 90s generation. After adjusting their target groups and positioning, they invested heavily in R&D to create products tailored to the characteristics and psychological needs of this generation. After two years of research, they launched the Garni Sui Yimian, a high-performance mattress at the Guangzhou International Furniture Fair in September 2011. With its "eight zero" technology, it introduced a differentiated position and achieved significant technological breakthroughs, earning industry recognition and strong market support.
Garni Sui Yimian promotes the concept of simple and easy sleep, advocating the unrestricted "Sui Yimian" sleep culture. It uses the "new generation sleep mode" as its design philosophy. Through the innovative "eight zero" technology, combined with ergonomic principles, it effectively addresses sleep issues among the post-80s and 90s generations, offering a more comfortable and enjoyable sleep experience and ushering in a new era of sleep products.
Philip Kotler, the father of modern marketing, once said, "The only winning strategy is carefully determining the target market and providing the value they need." Garni’s leaders clearly understand this truth, and by doing so, they have captured the attention of the new generation of sleepers in China!
>> "Troika" Collaboration, OEM Still Promising
"Garni has undergone tremendous changes in recent years, with output increasing several times compared to three years ago," Yin Zhaobing said, looking radiant. He explained that this transformation came from the vision of the two bosses, the hard work of hundreds of employees, and the "troika" model. The so-called "troika" refers to the collaboration between the OEM business unit, the independent brand business unit, and the e-commerce business unit, driving the company's rapid development.
When talking about OEM, Yin Zhaobing became more energetic, emphasizing that OEM still holds great potential. The company plans to establish an OEM business department soon to handle both domestic and international OEM orders. "Many people look down on OEM, especially factories with high output values, but this is definitely a big direction. The future trend is inevitable. If you have an advantage in production, you can do good manufacturing. If you have an advantage in marketing, you can focus on that instead of putting all your energy into your own brand."
Yin Zhaobing admitted that many business leaders and managers often fall into a misunderstanding, thinking that OEM profits are too thin. However, when considering the costs of personnel, brand promotion, and store operations involved in building an independent brand, the profit might not be much lower. Mass production in OEM makes cost control easier and helps build a stable supply chain. The same applies to e-commerce—products don't necessarily have to be low-priced. For example, Vipshop sells some high-end, expensive items. E-commerce is shaping the future of furniture consumption. In the future, physical stores and O2O models must coexist.
"Therefore, furniture company bosses must open up their minds, embrace new ideas, and avoid a refusal attitude based solely on their own judgments. I believe Garni's core competitiveness lies in its ability to do everything well, and the boss is good at absorbing fresh ideas and taking things step by step on the ground," Yin Zhaobing said confidently.
At the end of the interview, Yin Zhaobing shared Garni's brand development plan with the reporters. He said that the sleep industry is a huge and dynamic sector. The company will continue to advance Garni to a higher level, from building a mature channel platform for Garni Mattress, to expanding the Garni Sui Yimian sleep system for the post-80s generation, and finally shaping the perfect image of Garni bedding in the future. A new product that could change the world of sleep is coming soon!
Let’s wait and see, and witness another butterfly transformation of Garni!
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