Xima Sanitary Ware Haidong: Adding color to happiness

General Manager of Beijing Xima Sanitary Ware Haidong

[Reporter] From the scene of today's exhibition, what kind of products and services are visitors interested in? What do you think about the changes in consumer demand for home and building materials in recent years? What are your expectations for this exhibition?

[隋海东] From the scene of this home fair, as in previous years, the customers of the decoration still accounted for the mainstream of the exhibition, but this year customers have relatively large demand for kitchen appliances. This year some kitchen appliance manufacturers sold very well at this year's show. From the choice of sanitary ware, the demand for bathroom cabinets is very large. This year, customers have high requirements for service. From the purchase of sanitary ware, customers have high requirements for delivery and installation. From the 30-day order delivery installation in previous years, it has been reduced to 15-20 days, which is also a big challenge for some sanitary ware sellers. It can be described as time and money. According to this change in the market, this year, Shima will adjust the time of delivery and installation in a timely manner, and optimize and strengthen the work efficiency of the Shima Logistics Center on the basis of reducing inventory. Maximize the time for our delivery installation. Improve the market competitiveness of Shima's after-sales service.

Xianghe Furniture City official website recommended search reading: ceramic bathroom Xianghe furniture

In 2012, customers have made significant changes in the choice of home building materials, customers are more rational consumption than before, and customers' consumption concept is changing from product quality, style, service to value consumption. The concept of customer consumption is also from the fact that only the products of big brands are purchased at the exhibition, and that the concept of big brands is changed to a brand that meets the needs of their own lives. Customer customers are gradually becoming the mainstream consumption of 2012 home building materials for some products with individuality, fashion and comprehensive functions. Of course, price is another important factor that dominates customers. With good products, you also need good marketing and a reasonable price.

I am still very optimistic about the expected effect of this exhibition. The organizers of this exhibition are also very commendable. We have 160 orders since the exhibition.

[Reporter] The two sessions have just ended, and the regulation of the property market has been re-emphasized. The willingness to buy a house has dropped to the lowest since 1999. It is understood that high-income residents (family monthly income of more than 50,000 yuan) have the lowest willingness to invest in real estate, only 13.7%. The real estate investment willingness of residents in megacities (Beijing, Shanghai) is even lower than the lowest level at the beginning of 2009, only 9.4%. But some people say that just need to exist, it will also stimulate the Xiaoyangchun of the real estate market. Combining these market factors, what kind of development trend do you think this year's home and building materials will be?

[隋海东] From the perspective of this year's property market, the status quo is very, very low, compared with previous years, but the status quo is the status quo, it is difficult to change. There is a saying that is good, the only constant in the market is change. As long as home and building materials manufacturers make effective tactics to change the company's business strategy, they can still avoid the downturn of the property market. My view on this year's home and building materials market is steady and steady. It is stable. This year's market is challenging for some mid-end strong brands. Some of the well-known brands of mid-end building materials and home products are Very popular, there is no obvious feature. When the market is in a downturn, it can only stabilize its own brand, increase the influence of the brand, and rely on its brand influence to seize market share. The mid-end of the strong brand, this year's days are relatively difficult, because the market positioning of the mid-end brand is still a lot. The influence gap between brands is relatively small. l: Some high-end and some personalized and distinctive brands will rise slightly. Some brands positioned in the middle and high-end are in the downturn of the property market. The positioning of the brand will be highlighted at this time. Some high-end purchase groups in the market this year are still slightly up. Through the analysis of the data of the exhibition orders, we have orders at the exhibition site. Among them, 10% of orders have a relatively high single point. This year, the brand that is positioned to be personalized and positioned to be featured will also rise slightly. Because of personalized products and distinctive products, the products are unique, which means that the products of these brands are not comparable. The product was chosen and the market could not find the same. At this time, as long as the design of a reasonable price, marketing, customers will buy, so the high-end and personalized, distinctive brands of this type still have a little upside.

[Reporter] Under the circumstances that the property market in the first-tier cities is frustrated and the home industry is in a downturn, what adjustments will be made to your company's channel construction? What scale has the channel layout reached?

[隋海东]Xima has been developing steadily in terms of channel layout. In the downturn of the property market this year, our channel layout will be adjusted, and the promotion of the community's mid-end channels will be strengthened. Channels to promote the marketing activities, through these effective channels to increase the influence of the Shima bathroom. Our channels are mainly concentrated in the primary market and the Red Star primary market. In the first half of the year, we will do a good job in the company's positioning, do a good job in the company's human resources construction, build a core middle management team, and create a strong sales force. The core sales team is mature. If there are good opportunities in the second half of the year, we will also consider continuing to open stores in the primary market.

[Reporter] What do you think is the main business of the home building materials market this year?

[隋海东] My opinion is: The first major business of this year's home building materials market is community development, and community development is the first priority is unquestionable. The second focus is on the store of holidays. The property market is in a downturn, and community development can effectively intercept customers who are about to receive their homes at the terminal end, increase their awareness of the brand, and understand the products. The community can influence the customers' consumption intentions in the first time. This determines the customer's first time when they go shopping, they want to buy those brands of products. In the competition, we also won enough advantages. The property market is in a downturn, and it is necessary to grasp the holiday marketing of the store. Through my analysis of the company's sales data in the first half of the year, analysis of the sales data of the exhibition, and research on customers, this year's customers have always agreed to the holiday shopping. Customers think that this year's participation in the exhibition and holiday shopping will get great discounts. The property market is in a downturn this year, and customers generally believe that the discounts on various stores and large-scale exhibitions will be great. This is the general view of 60% of customers this year. If you grasp these two key points this year and do the corresponding marketing activities, the sales of various brands in the home and building materials market will break through.

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