U.S. Keluo Si Lu CEO on U.S. cabinet industry and American culture at home

 U.S. Keluo Si Lu CEO on U.S. cabinet industry and American culture at home
U.S. cabinet industry nearly a hundred years of history, by the United States CROSSROADS USA (United States Keluo Si Lu) the company together with the European rhyme Norwich market into the U.S. high-end cabinet The strong cooperation of the opportunity, we brought in the United States Keluo Si Fu Lu, CEO, Michael Mr. Gus (Mr.Michael Baugus), the cabinet industry heavyweights, as we parse the U.S. cabinet industry and American culture at home brought us a different new perspective, the development of the Chinese cabinet industry bring valuable lesson.
current figures: U.S. CROSSROADS USA (Keluo Si Lu) Michael Fu, CEO Mr. Gus (Mr. Michael Baugus)
Furniture Co., Ltd. Beijing, chairman of the European Yun Norwich interview with Mr. Zhou Youheng
Location: Sohu interview
chat room guests: 10   25 16:00-17:00
Moderator: Hu Yan force
Guest Introduction: Mike Bilbo Mr. GOOSE (Mr.Michael Baugus), Master Chuan godfather figure in the U.S. cabinet, Mr. John Avram, the current U.S. CROSSROADS USA (United States Keluo Si Lu) CEO, has worked at Home Depot 12 years. in the cabinet industry for decades, also has a registered architect and registered interior designer cabinets certificate, the industry's top veterans.
 Moderator: you friends, good afternoon! I am very honored to go to the United States CROSSROADS USA (United States Keluo Si Lu) the company's CEO, Mr. Michael Bogu Si (Mr. Michael Baugus, guest sohu home network, Hello!
U.S. CROSSROADS USA (United States Keluo Si Lu) and Beijing Yun Norwich companies in Europe joined forces to enter the U.S. market, the industry is already a landmark event, because this opportunity go by the CEO, also has invited a identity, one is the boss of the European rhyme Norwich, one of our professional translation, it is tough you. welcome to the two!
we discuss this topic today, mainly around the U.S. cabinet industry and American culture at home launched the center, before Meet with us and the United States, Mr. Bo Gusi CROSSROADS USA (United States Keluo Si Lu) company, Mr. Bo Gusi explain.
 U.S. CROSSROADS USA (Keluo Si Lu), Mr. CEO, Michael Fu Gus < ;>
 Mike Bilbo Gus: you Chinese friends, you are good, I am glad to become a guest sohu home network, to share with you, I am on the U.S. cabinet industry and American culture, some of the views at home. I in 1976 entered the cabinet in this industry, because previously you had an interview with Chairman of our Board of Directors, Mr. John Avram, to talk about my personal and CROSSROADS company, I have to turn to Mr. John Avram, as I entered the John Avram industry mentor (Mentor), but also my mentor, when I entered the cabinet industry, John Avram has done in the cabinet industry for 30 years, John Avram in the U.S. cabinet industry is a legendary figure, he United States The most high-end brands WOOD-MODE is introduced into the U.S. east coast from Southern California, but also his will into the German top cabinet brands SIEMATIC Los Angeles and LAS VEGAS, services, entertainment HOLLYWOOD star forward and the world including the United States and the political elites should, before I joined the U.S. Air Force, the Air Force I learned a lot, so I do things very seriously, because the Air Force is not allowed to commit any mistake, I was with John began to learn the cabinet industry, I John for 12 years, engaged in Sales, design, installation services, management and other work, the largest city in the western United States, Los Angeles, then we have five of the most high-end cabinet Hall (showroom).
me to John for 12 years, step by step do not know this from the cabinet the cabinet industry began to learn all aspects of the industry, I am now a U.S. registered cabinet designer (CKD) and the United States Registered Interior Designer (CID), they can engage in cabinet design, interior design, when I left JOHN I have five exhibition halls is responsible for the Los Angeles area sales manager, when all these experiences are for me after the home is now the world's largest chain (HOME DEPOT) Home Depot's work pad for a solid foundation, HOME DEPOT now very large, but Shihai small, then HOME DEPOT cabinet sector is small, I am honored to help and participate, especially HOMEDEPOT sector development and growth of the cabinet, when I entered the HOME DEPOT, HOME DEPOT 200 stores, in the When I left, has grown to more than 2,000 stores, is the world's indisputable leader, I'm HOME DEPOT Home Depot for 12 years. HOME DEPOT achievements of the success of a group of U.S. and the world's largest cabinet companies, where the at a lot of cabinet companies. HOME DEPOT success is its success in providing consumers with a convenient, fast and professional service, U.S. consumers can use to understand or easier way to get his beloved cabinets, so why do we successful, because we do is right, I am glad personally involved in the success of the process.
As with CROSSROADS USA (United States Keluo Si Lu) relationship, it should say what is fate. because, JOHN help me , so it is a way of my return JOHN.
】 【Moderator: Mr. Bo Gusi self-introduction in the introduction with the company when they are mentioned in John Avram, the godfather of the U.S. cabinet industry-level figures, Mr. Bo Gusi is a look at how John Avram De.
Gus】 【Mike Bilbo: As I mentioned earlier, as I began to speak, I went into the kitchen in this industry is never known to know, so John Avram is my mentor, He taught me what is the cabinet industry, from my work experience and life experience point of view, John Avram all my life as a mentor and role models.
John Avram cabinet industry in the United States is a legend (LEGEND), a visionaries (VISIONARY), and the legend continues, he is leading the U.S. cabinet industry, from small to large, from non-professional to professional, he changed the U.S. cabinet industry from the vertical (VERTICAL) stop production to the service model to the level (HORIZONTAL) changes in the pattern of professional services, he began studying at the age of 60 computers, learning to design and production of electronic cabinet, known as the 2020 design software KING, he is now 81 years old is still teaching students how to 2020 Software Design cabinet, he now has 300,000 square feet of logistics LA (LOGISTICS) warehouse and a huge fleet for more than 60 cabinets in North America and Europe to provide logistics and distribution services company, he is always breaking new ground, predict the future, will lead the U.S. cabinet industry to a new height, in the age of 80, when he was fast, would like to write a legendary life and cabinets, this legend is the origin of our CROSSROAS company was born, in a sense, CROSSROADS carries to help achieve the legendary JOHN achieve JOHN80 old the important task of the dream, this is a legendary life carries JOHN cabinets, cabinet legendary passion and dreams. JOHN Well, what is this dream? The dream is that he put his dream of 60 years of cabinet to China, the United States home culture, human spirit materialized through the cabinet of this product into China. also a good product and the Chinese culture into the American home, two-way communication, cooperation and win-win, which is why our company named CROSSROADS, which means two-way, and multi-directional, multi-directional cross, exchanges and integration and achieve win-win-win situation. This is a noble dream, is a beautiful legend, I was able to join the team together to achieve this dream proud I also return the best way to old. So, when JOHN called me looking for dinner, he told me about this dream, we are very excited. I have not been thought to JOHN gladly accepted the invitation, and now we JOHN two teams with China and the U.S. have the same passion, JOHN help to achieve this dream, to create the legend, while achieving our individual dreams, because this is our dream team, everyone's dream, this dream has become my company culture. We are all aspects of the core team composed of the elite, including our cooperation in the Chinese team.
We think this is a is a traditional industry and modern IT industry, the combination of the team, besides me, we are the U.S. senior team of product development and design guru, the Silicon Valley from the United States out of the IT elite, I was invited to join the team before John has been to China dozens of times, and very lucky in China has found the ideal partner for us, we surface in the product design side, logistics, protection of face, face commercial operations have matured, it took us four years has been time, because JOHN to be achieved in this age products, contains 80 years of life experience and his 60-year dream cabinet is very energy products, therefore, must positioning is very high, we must put real American cabinet, with to the United States and into China at an appropriate time, the return of China, the yearning for American culture and home life of the Chinese people enjoy the same JOHN's focused masterpiece. To this legend, we will name our U.S. cabinet LEGEND <> Beijing Yun Norwich European Furniture Co., Ltd., Chairman Mr. Zhou Youheng <>
】 【Zhou Youheng: Thank you friends, I am very happy to have this opportunity to sit here and Mr. Bo Gusi, from these two I was told I CROSSROADS USA (United States Keluo Si Lu) companies, especially in contact with the JOHN feeling, I think there is a strength beyond my own, a pair of invisible hand us together is a feeling beyond the outside business , is a very good feeling it is. because from my point of view John Avram, first met many years ago know if the same, because my experience is actually about the same experience with him, although I much younger than John Avram , have in common is that we are the pioneers of the cabinet industry, the product of the cabinet all have the same passion, these two points me to a meeting with John Avram closer the distance, John Avram like my kind of father He also put me as his son the same treatment, the feeling is very wonderful, very good, because not very simple, not a business relationship, but a common interest in us, as if waiting for the feeling for many years, John Avram is a very kind elderly, the infection is a kind of mental ability to suck you firmly in the here, is that you do not get things done, do you think will be sorry for him, sorry for myself. John Avram This dream is actually the dream of our entire team, that is, the feeling is not just me, our entire team are very good people, we can get together, we should help elderly people to realize this dream, the dream process in, it will benefit many people, countries will benefit our consumers will benefit, the good thing, something the United States to the Chinese good things to the United States, is a mutual equality exchange, because they feel that this is not very narrow between countries, because the entire company has a really good future, because CROSSROADS USA (United States Keluo Si Lu) is not simple just want to do business, John Avram is our team and company leaders, spiritual leaders, but also for my life and career pointing out the direction I want to like him, to the age of 81 can work, but also able to write the same legend. JOHN previous interview you, he to build a 91-year-old said. com.
】 【Mike Bilbo Gus: John Avram 60 years of cabinet legendary life, 81-year-old still living the dream itself is a legendary, 60-year history, the most important thing is he knows human nature, the glory of his own humanity, made his legendary life, is why he has such great personal charm, to attract, attracting all the reasons for the elite. He kind of know best what people need help, how to help people success, which is what most human level, not the money.
】 【Moderator: the above two remarks, we recognize that the United States CROSSROADS USA (United States Keluo Si Lu) companies, and Mr. Bo Gusi, are the U.S. cabinet-level figures in the Godfather, Mr. John Avram, we first topic today, the U.S. cabinet industry started. first look at what the U.S. cabinet industry, please, Mr. Bo Gusi to us talk about the United States in general cabinet industry. < br> Gus】 【Mike Bilbo: This is a very, very macro topic. In the early terms of the U.S. cabinet industry is small, each manufacturer will be with China now, as now, production, marketing, design, installation, service stop, until the Home Depot building this great city, retailers find new retail model that created the United States, a large cabinet industry, when manufacturers felt that the market is not that I live you die because there is competition, as was your kitchen Association of Early (BKBA), like, everyone will sit down and talk about the market, talk about service, about standards, so this is why the National Kitchen & Bath Association (NKBA) established the origin.
American Kitchen & Bath Association (NKBA) the important role, not share a number of social resources and more importantly, all through the power of association to the whole industry into a highly specialized industry, from production and manufacturing through to consumer have developed a very strict throughout the scientific norms and standards, the details are very specialized, it is the United States NKBA cabinet industry success and the success of the U.S. base.
<> U.S. CROSSROADS USA (Keluo Si Lu), chief executive Officer, Mr. Michael Fu Gus <>
NKBA Why do well, because only a professional can expand this market, customers will receive professional service, so we through the exchange of experiences, etc., to establish industry standards , the establishment of various manufacturing, design, installation and service standards, such as the person concerned with the safety, health-related standards, because the kitchen is a very important place, it will create the kitchen safety and health standards, the design process, design standards, should be some design rules, because the kitchen is serving others, NKBA standards, many guidance, documents, and a comprehensive training and certification system and the system, you must follow to enter the cabinet industry standard production, manufacture, design must After training, there must be a lot of examination, with the university entrance exam, graduate students the same, and the last to go through rigorous examinations, to get as I do now CKD and CID of the certificate, is the result of very strict certification exam issued to you, after training through all the exams, I got the CKD, the entire United States only about a thousand people or so to get this. America was so powerful cabinet industry is very fast because the underlying.
】 【Moderator: just say that the two a certification, one is up for cabinet designer (CKD), there is a is a registered Interior Designer (CID).
】 【Zhou Youheng: These are two different, a certificate of registration by the NKBA cabinet designer ( CKD) and up bathroom designer (CBD) certificate, so the points are very small. CID is certified by the American Society of Interior Design Association awarded.
】 【Mike Bilbo Gus: Because there is a very professional basis, so each links are experts in doing professional things, must be a system of certification exams, those who have passed professional training, will go to teach their respective companies team, CROSSROADS USA (United States Keluo Si Lu) is concerned, it will teach design, installation etc., will have a very strict principles, because the U.S. is a very clear law, very strict, always people-centered and the laws and regulations. This will provide for the cancellation fee the most professional service, this business will be developed very quickly. Now I can talk about why Americans pay so much attention to the kitchen because the kitchen in the United States play a very important role. kitchen is the center of American life and home (KITCHEN IS THE HEART OF THE HOME).
<> U.S. CROSSROADS USA (Keluo Si Lu), Mr. CEO, Michael Fu Gus <>
the U.S. cabinet industry more professional, open kitchen, basically, with the living room (LIVING ROOM), with the reception area (GUEST ROOM), nuclear family living area (FAMAILY ROOM) are linked. kitchen playing style to the home renovation lifestyle and develop the role of tone, if the Americans mounted Villa renovated the kitchen, interior designer or the construction division, will start with the kitchen designer to get in touch, or he himself is the interior designer, but also a kitchen designer, will do a very good design, because of this role-playing too important, so the Americans are the most important kitchen.
Why Register kitchen designers, because they like the situation in China can draw a graph is the designer, and must be ergonomic point of view, from the perspective of human needs to design, because the kitchen is not only a cabinet, there are tops, in particular, there are many American kitchen kitchen appliances, oven, refrigerator, microwave, washing machine, dishwasher, coffee machine, and used Western many other appliances, the kitchen must understand that the U.S. standard, there are a lot of pipes, pipe a lot of rules, how should I do, how to get even, so the kitchen designer is not only a simple drawing, it is necessary to understand the whole of these can not be the last to physical damage, because life is the most valuable. the United States saying, are basically single-family villa, the kitchen plays the role of the center of life, and now the entire U.S. cabinet industry (CABINETRY) into different modes of production sales and service, from the manufacturing side cabinet is divided into three modes: RTA, SEMI- CUSTOM, CUSTOM-MADE three levels, from the sales channel is also divided into three: Project (PROJECT), building materials stores (HOME DEPOT), retail showroom (DEALER), etc..
because of the special role played by the American kitchen, U.S. kitchen cabinet manufacturers are also experiencing evolution, moving from kitchen cabinet manufacturers, cabinet makers to transition to an integrated, especially as the WOOD-MADE and CROSSROADS such top brands, we will provide our customers from the kitchen cabinet, to the bathroom cabinet, wine cabinet, closet, or even part of the wooden part of the decoration, which does not just produce simple kitchen cabinets, so the whole home renovation, the kitchen should be a design center, the other living spaces will have with the cabinet contact, from the floor to the wall, from the design of a unified or harmonious, or to pay attention to the aesthetic orientation of customers, so the U.S. high-end cabinet companies do not simply do kitchen cabinets, will be bookcases, bathroom cabinets, study, etc. etc., so that the United States with China is not the same as talking about, so will be extended to the entire decoration style and Gui products above. because in the United States has far extended, especially to do high-end brand, has not only do the kitchen cabinets, products is with the Cabinet, will be involved, is the cabinet family, is the center of the cabinet cabinet Chufang class owners. This is in HOLLYWOOD and other high-consumption areas have become very popular, they called CUSTOM-MADE CABINETRY. so that customers can customized to meet the individual needs of customers overall home environment. of course, need to achieve a large design, manufacture and service system. Therefore, only a handful of top brands did not. We have recently Palm Desert, Pasedena, Las Vegas, Los Angeles , Hawaii and in Japan as a member of the royal family are all custom cabinets, kitchen cabinets have been to the villa from the furniture we offer, of course, only the top customers to order of sale from the price of money, it is only in Japan set to up to 100 million dollars.
<> interview on-site <>
】 【Moderator: Mr. Bo Gusi had just talked generally about the development of the U.S. cabinet industry and general market situation, and Zhou what your point of view.
】 【Zhou Youheng: Of course a direct translation from English into Chinese, because he expressed a more far-reaching, more accurate, because the language is sometimes felt at the level of translation is very poor.
I think It's important to the U.S. cabinet industry is so big such a big role to play, the U.S. can now say is the world's most powerful country, it's powerful because it is strong so it is not strong against it, so get strong, we thought so. cupboard another point, the U.S. cabinet (CABINETRY) with China's kitchen cabinet is to see (KITCHEN CABINET) is not the same, from the material, and all aspects are not the same, this thing, Mr. Bo Gusi there will be a very accurate view. From my point of view, these reflect the cultural and historical development of American history of the development stage and cabinets, to the current situation the U.S. has too much, they are very rich in material wealth, not because I opening Mercedes-Benz, BMW cars have money, they defined the three stages of life, the first stage is what I have (WHAT I HAVE), the second stage is what I do (WHAT I DO), the third stage is Who Am I (WHO I AM). In general, extremely abundant in the material after the Americans began to pursue a deeper level of spiritual wealth, and the match with their lifestyle, which includes home life. in the world is The most casual, the most casual of course they have their self-confidence, because the state does great, everyone in the pursuit of will be with them the culture is completely connected, or the depth of the Chinese people talking about the Therefore, this home also reflects the cultural values of people, the U.S. home kitchen to reflect the current state of mind, they would not like the gilt silver, with the so-called royal things, they seek is ; the way of life, so you can explain why the United States in modern minimalist style so popular today, more than 80% of solid wood cabinets, of course, New York, LA, and other world cities, has the world's top modern home brand, we CROSSROADS company's brand name will have modern style BEYOND, to meet and lead this trend.
because the wood is a natural growth, wood is a living will with the age change would give the cabinet more natural vitality. so their home and the cabinet is formed by the natural things, natural wood cabinets together with stone, bamboo, rattan and other materials. the United States, of course the cabinet industry, are all too resource-based sustainable development on the basis of , the U.S. has a very rich wood resources, is not the same with China, driven by short-term economic interests, China is deforestation. must be a sustainable development approach.
<> Beijing Yun Norwich Europe Furniture Company Ltd. Mr. Zhou Youheng <>
So the U.S. cabinet with China does have a lot of different, I was the first European contact with the kitchen, the European kitchen manufacturing, technology, and modern materials to China, I look at China's industrial growth and expansion cabinet. I am now with John Avram, with CROSSROADS USA (United States Keluo Si Lu) companies to become strategic partners, I felt that my eyes more open, and we, as the Chinese or the Chinese cabinet industry in the future development of What is the mode and direction of, or China's cabinet to lead the industry should take what kind of model. the most important, I think the development of an industry, must be consistent with the fundamental interests of consumers, the development of a country must take the Government has advocated harmonious development of the road.
open kitchen talking about is, open kitchen can create an emotional environment for the exchange, in the open kitchen, if you have children at home, you can see, if you can take care of the elderly that, therefore, the kitchen is no longer the kitchen. open kitchen for people to family life and social life provided a stage for emotional communication, has become a modern lifestyle trends.
】 【Moderator: I remember you once said a word, Americans are living in the kitchen inside the first.
】 【Zhou Youheng: Yes, a few years ago I was the designer selection to the Chinese cabinet, when I wrote an article called the survival of civilization film, we see a lot of Hollywood films are carried out in the kitchen, the kitchen is basically open. We can think of to the kitchen to play a less important role in why the kitchen is not open to open, because people's human needs become open, so why play such an important role in the cabinet.
so I was open to the firm promoter of the kitchen.
】 【Moderator: Zhouzong Gang Gang is from a higher perspective on the U.S. cabinet industry and behind the lifestyle and culture, the development of China's cabinet do?
<> Beijing Yun Norwich European Furniture Co., Ltd., Chairman Mr. Zhou Youheng <>
】 【Zhou Youheng: Speaking of China, China's cabinet industry has a unique history and development of China's development mode, and direction, but I think the development process, we should look back, just as Indian proverb says: rest, to keep up with the soul, development is not on, do not create a pile of industrial waste final. The United States has walked the streets, I can go to learn the industry, all of our industry, our colleagues could come to learn what should go to development. For example, we established Kitchen Association, we really should do? should be the same as the NKBA do what he should do, to set standards, to train such professionals, professional manufacturing. U.S. manufacturers have authorized, not that I want to make my cabinet went to sell, must be authorized certified. So there are various in the United States, even the manufacturers are to be certified, or can not enter this market because it into the market on the whole, NKBA settings are not authoritative, because in the end will lead to consumer interests, such as formaldehyde problems, such as cabinets made unreasonable because of the design will result in personal injury, or circuit problem or a problem with water, and so on, Beijing Kitchen Association (BKBA) from 2006 years to do now, I was involved in a lot of things, like we went to Las Vegas to participate in exhibitions, including inviting industry leader with all of the cabinet, Mr. JOHN and MICHAEL exchange, supposedly we are competitors, but I think Americans are very open, because they think we exhibitors representing the industry in China, they are holding to help Chinese industry to understand the mentality of the U.S. market. They described COMPETTION, is COOPERATION + COMPETITION relationship is first cooperation to the development of the industry Jiankang , and then in the NKBA and the country is carried out under the normal rules of competition, so the industry can grow up healthy, consumers will benefit, so completely is another level of attitude towards competitors, in fact I am in this area improved a lot, for my own life Ye Hao, Ye Hao development of industry on my own, so give me a bigger reason, I'll do a good job.
】 【Moderator: Actually, I feel that Mr. Zhou Youheng referred to the U.S. cabinet industry, summarizes some lessons learned, in turn, China's cabinet industry can learn some things. Bogu Si is a look at how China's cabinet, Mr. Market?
】 【Mike Bilbo Gus: Now China's situation is the U.S. many, many years ago as a manufacturer, from manufacturing to shop, design, sales, etc. have to be responsible, so no one company can do this thing, because your energy is limited, life may can only do one thing, the U.S. is so over, because NKBA done a lot of professional training, a variety of training and certification, certification of the manufacturer, certified designer, certified installers, etc., etc., so is a vertically from the previous mode of operation, has now become a level of professional mode of operation, is an expert in every aspect of doing things, the customer can get the most professional service, and only the market will be big customers happy, this is the trend China should also move in this direction.
<> U.S. CROSSROADS USA (Keluo Si Lu), Mr. CEO, Michael Fu Gus <>
because only the experts to do the professional thing, this market to expand, the industry can do a good job, so the Chinese Association of Ye Hao whether our kitchen, the other the same industry, Ye Hao, doing standards, do norms, accompany training, things really go through this authorization is true of institutions rigorous certification, certification that he has had a professional skill, you can get things done, and is a system that only through this way, this is the right direction the whole industry.
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