- Interview with Yin Zhaobing, Deputy General Manager of Foshan Nanhai Yalan Huangting Furniture Co., Ltd.
Yin Zhaobing, originally from Jiujiang, Jiangxi, has served as the Deputy General Manager of Foshan Nanhai Yalan Huangting Furniture Co., Ltd. since 2010. In 2011, he was honored as one of the “Top Ten Marketing Elites in China’s Furniture Industry.â€
“If Musi is transforming the mattress industry in China, then Garni is also changing the way the post-80s generation sleeps.†This quote 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 sleep habits of the younger generation? Let’s find out through this exclusive interview with “Furniture · Commerce†reporters.
(Note: Throughout this article, Foshan Nanhai Yalan Huangting Furniture Co., Ltd. will be referred to as “Garni.â€)
> Garni, Full of Glory
According to Yin Zhaobing, Garni is the predecessor of Yalan Huangting, a well-established mattress company focused on the development, production, and sales of sleep products. The headquarters was originally the Jinji Mattress Factory established in Shantou in 1986 (later renamed Shantou Jin Kee Furniture Co., Ltd.). In 2000, to meet the growing demands of the business, the company set up a branch factory called Jianhai Furniture Factory in Nanhai District, Foshan City. In 2009, the Jianhai Mattress Factory was rebranded as Foshan Nanhai Yalan Huangting Furniture Co., Ltd.
Over the past 28 years, Garni has taken on the noble mission of “creating a healthy and comfortable sleeping environment for consumers.†It continuously improved product quality and service systems, obtaining ISO9001 certification and receiving numerous awards such as “Outstanding Green Environmental Protection Products in China,†“Most Competitive Brand in Chinese Furniture,†“Top 10 Health Brands in Chinese Furniture,†“Top 500 Quality Companies in China,†and “Top 500 Domestic Pan-Home Development Companies.†Additionally, it has been awarded the “China Quality Credit AAA Level Enterprise†for six consecutive years and was appointed as a member of the fifth Council of the Association governing units in 2011.
Currently, Garni occupies 50 acres of land, with a high-standard factory area of 60,000 square meters and a multi-purpose exhibition hall of nearly 5,000 square meters. Equipped with advanced international production equipment and rich production and management experience, the company produces over 300,000 mattresses annually, which are delivered to more than 30 countries in Europe, America, Southeast Asia, and the Middle East, as well as over 600 cities across China.
“Many people don’t know about this company in the mattress industry, but we have been hand-making mattresses since 1986, and it’s been nearly 30 years now. Located just 30 miles away in Puning, our annual sales reach 150,000 mattresses. That’s a true reflection of our low-key and pragmatic approach. What you see from the boss is the appearance, and that’s how our products are too. These words truly capture the essence of Garni. Its history is full of glory, yet it remains calm and dedicated, quietly cultivating its legacy.â€
> “Garni, Change†the Sleep of Post-80s Generation
There is a book titled “Dream 8000 Days,†which states that life consists of 30,000 days, with 8,000 spent sleeping. According to statistics, there are over 1.3 billion people in China, with more than 250 million being the post-80s and post-90s generations, who have become the main force in the sleep market. With this huge opportunity, Garni, a 28-year-old professional mattress manufacturer, has been studying the science of sleep, advocating a healthy lifestyle, and helping more people enjoy better rest and make their lives more exciting.
Some years ago, Garni made a strategic decision to target the post-80s and post-90s generation. They redefined their brand positioning and product strategy, leveraging strong R&D capabilities to create products tailored to the needs of the new generation. After two years of research, they successfully launched the “Garni Sui Yimian†mattress at the Guangzhou International Furniture Fair in September 2011. This innovative product introduced the concept of “eight zeros†— zero carbon emissions, zero gap support, zero boredom, zero noise, zero harmful substances, zero core change, zero odor, and zero worry. This technology achieved a differentiated positioning and significant breakthroughs, earning widespread recognition in the industry and strong market appeal.
The “Sui Yimian†mattress promotes the idea of simple and easy sleep, embracing the “Sui Yimian†sleep culture. It adopts the “new generation sleep mode†as its design philosophy, combining color, softness, and touch. Through the groundbreaking “eight zero†technology, it integrates ergonomic principles, optimizing back curvature and mattress firmness during sleep. This greatly improves sleep issues for the post-80s and post-90s generations, offering them 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, “There is only one winning strategy: carefully determine the target market and provide the value they need.†Garni’s leadership clearly understands this truth, and by focusing on the needs of the post-80s and post-90s generation, they have captured a new height in China’s sleep market!
> “Troika†Joins Forces, OEM Still Promising
“Garni has undergone tremendous changes, and output value has increased several times compared to three years ago,†Yin Zhaobing said, visibly excited. He explained that this transformation came from the foresight of the two bosses, the hard work of hundreds of employees, and the “troika†growth 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, all working together to drive rapid enterprise growth.
When talking about OEM, Yin Zhaobing became even more energetic. He emphasized that OEM is still a promising field. 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 certain 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.â€
Yin Zhaobing admitted that many bosses and managers often misunderstand OEM, thinking the profit margins are too thin. However, when considering personnel costs, brand promotion, and store operating expenses involved in building an independent brand, OEM profits might not be lower. Mass production in OEM makes cost control easier and helps form a stable supply chain. Similarly, e-commerce doesn’t always mean low-priced products—take Vipshop, for example, which sells high-end, premium products. E-commerce is shaping trends in furniture consumption. In the future, physical stores and O2O models must coexist.
“Therefore, furniture company bosses must break free from old thinking and embrace new ideas. Don’t always reject things based on preconceived notions. I believe Garni’s core competitiveness lies in being versatile, and the boss is open to new concepts, gradually moving forward step by step,†Yin Zhaobing said passionately.
At the end of the interview, Yin Zhaobing shared Garni’s brand development plan with the reporters. He mentioned that the sleep industry is a massive and dynamic market. The company will continue to advance Garni to a higher level, from building a mature channel platform for Garni Mattress, to enriching the new-generation sleep system of Garni Sui Yimian, and finally shaping the perfect future of Garni bedding. A new product that could revolutionize the sleeping world is coming soon!
Let’s wait and see as Garni continues to transform and evolve!
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