La-Z-Boy Asia Revealed the Revamped Strategy to Strengthen the Business across Asia In "La-Z-Boy Asia Virtual Conference 2020"

Event Calendar Press Releases Friday November 20, 2020 11:02
Bangkok--20 Nov--Happy In Time PR & Marketing

La-Z-Boy Asia Co., Ltd., the recliner business leader, recently hosted "La-Z-Boy Asia Virtual Conference 2020", the first live conference of recliner business in the Asia Pacific. Distributors in over 18 countries across the Asia-Pacific region participated in this virtual event to update the movement. The company launched the very first La-Z-Boy Virtual Gallery using digital transformation in response to changing consumer behavior. It would also provide a full-scale e-commerce platform to expand the market to an online channel. To serve the consumers in New Normal, La-Z-Boy Asia would focus on innovation, increase production capacity, and introduce four major campaigns. Under the concept of "Beyond the Recliner", the company offers a superior experience which customers have ever experienced.

The "La-Z-Boy Asia Virtual Conference 2020" under the concept of "A Visionary of Now, New, Next" was led by three La-Z-Boy executives, joining forces with La-Z-Boy Asia team, to create a new phenomenon for the recliner business. The effort would strengthen the distributors' confidence in the operation, production, delivery, and continuous development in all aspects. As grand as the physical in previous years, this annual conference welcomed over hundreds of participants who could meet in the live broadcast across Asia on the website www.lazboyasiaconf.com.

Mr. Keith Wilson, President International of La-Z-Boy Incorporated, said, "The COVID-19 situation has changed the consumers' behaviors and resulted in the growth of online sales. They stay home longer, travel less, and purchase more products online. The demand for furniture is increasing. It is apparent that consumers search for trusted brand when they are going to buy a product they have never seen. That's why it is a good time for distributors to partner with a strong brand like La-Z-Boy. La-Z-Boy has been growing because we have a clear strategy built on the foundation of the strongest brand in the furniture industry. A strong foundation, such as product, distribution, supply chain, and organization, makes us confident that we continue to grow in the global market."

Mr. Dhanakorn Kasetrsuwan, President of La-Z-Boy Thailand Co., Ltd. and La-Z-Boy Asia Co., Ltd., added, "At first, COVID-19 affected our business during the initial lockdown. When the situation began to resolve, there is a growing demand for our products in markets across the world. So, we have expanded and enhanced the production capacity in Thailand to meet the increasing demand. We plan to have additional production area of 12,000 square meters within three years, resulting in a 30% increase in production capacity. Lately, the Innovation Center in Dayton, Tennessee, the United States, has developed a new innovative USB control panel and wireless remote control for our Power Recliner. We not only focus on performance or efficiency but also pay attention to product quality and customer satisfaction. This can be seen from the company's strategy adjustment and development of an online platform. We are ready to implement this platform for the entire Asia marketing response to changes in the new normal. This effort will promote sustainable business growth, which we can take pride in."

Mr. Ratharuj Manaswatcharapong, General Manager of La-Z-Boy Asia Co., Ltd., revealed, "La-Z-Boy is a brand with a hundred-year legend, a brand that always describes the unique design and deliver the comfort to the world. La-Z-Boy Asia builds on our brand's strength and uniqueness under the concept of "Beyond the Recliner", which clearly communicates that our brand delivers a superior experience to the customers. We also launched four major campaigns created especially for our distributors. The first campaign launched during the lockdown was "Stay Safe Stay Comfort". The second campaign, "Relax and Comfort", aimed for everyone to relax from the stressful situation during this period. We have prepared the "Happiness" campaign for the upcoming festive season. Next year, the "Wellness" campaign will promote the comfort and wellbeing, especially among the elderly, pregnant women and maternity. We believe that La-Z-Boy will deliver the happiness to our customers across Asia.

The marketing team has developed the "La-Z-Boy Virtual Gallery" to turn the COVID-19 crisis into an opportunity and respond to changing consumer behaviors. The customers will experience virtual reality view of products anytime, anywhere via smartphones or VR glasses. The gallery ambient will make customers feel comfortable like home. Walking inside the gallery, the customers can get full product information, a 360-degree motion display. They will feel like they are in the real gallery. We believe that this will create a new digital experience for consumers and bring up more demand to the distributors.

Furthermore, the company assigned the marketing team, led by Ms. Sarintorn Phurinruk, Regional Marketing Manager, to initiate La-Z-Boy Asia website and digital content. Moving forward, the team will focus more on social media marketing, such as Facebook and Instagram. This will enhance our brand awareness and global image throughout Asia. Moreover, we are planning to develop the showrooms under the concept of "One Global One Brand" deploying new brand identity to ensure that La-Z-Boy Asia showrooms in each country are aligned with the single brand guideline.

Although this is a tough year due to COVID-19 pandemic, we believe that business innovation, marketing efforts and good relationship we have forged with our distributors will bring us a continuous growth. Working closely with our distributors is a key to achieve a great business result."

Those interested can visit the website www.lazboyasiaconf.com or follow La-Z-Boy Asia's news and promotions at www.facebook.com/LazboyAsia and www.Instagram.com/LazboyAsia.
About La-Z-Boy Asia Co., Ltd.

La-Z-Boy Asia Co., Ltd., established in 2007, is responsible for the sales and marketing of La-Z-Boy branded recliners. With a customer base in 18 countries across the Asia-Pacific region, the company plans to continue the market expansion by offering uniquely designed products that bring superior comfort to the customers. This effort will ensure customers' satisfaction with the products and the company's position as the top-of-mind brand.


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