Nature Huang Lihong: The wine is also afraid of the alley
[Reporter] Hello everyone, today we interviewed the president of Nature Wall Wallpaper, Ms. Huang Lihong, Hello Huang. From last year until now, the state has always insisted on the regulation of real estate. What do you think about this? Nature Wall Wallpaper President Huang Lihong Plastic Cup Lid Plastic Cup Lid Shenzhen Chengxing Packing & Material Co.,Ltd Shenzhen caomu new material products Co., Ltd , https://www.cxpack.com
[Huang Lihong] From 2011 to now, the hotspots discussed in the entire political world are the topic of real estate regulation and control, and the turning point of housing prices. In the just-concluded 2011 Central Economic Work Conference, once again, real estate regulation is unshakable, so everyone can imagine us this year. The whole real estate market is like, our entire home industry and real estate industry are closely related, and the whole body is moving. Like real estate, everyone in the whole home industry is talking about the winter, not only the wallpaper industry is talking, The floor is also talking, the ceramic industry is also talking, everyone feels the sense of crisis, there are dangers and organic, I think the more in this environment, the more opportunities, any industry will experience a shuffled life and death stage, live Only after this stage will mature. Similarly, if our company can withstand such a test and continue to grow and stand out in this test, this is a mature enterprise, mature enterprises can be competitive, and our enterprise can become a A company with core competitiveness. 
[Reporter] What are the countermeasures for nature wallpaper under such conditions?
[Huang Lihong] The environment outside is ever-changing. No matter how bad the situation is, the needs of consumers always exist. We must stand out in this environment. We must first cultivate our internal and external strengths. Internal strength is the foundation of our enterprise. We mainly from three aspects, the first is the product, the second is our brand, the third is the channel, and the fourth is the organizational structure to optimize. For example, products, we can not do everything, to make every consumer's business, but we will combine the advantages of our own company, to conduct segmentation research for consumers, to make some unique products, so that we can not only use us The company's resources can also meet the requirements of consumers and achieve a balance that both parties can satisfy. After confirming the brand positioning, we will inform our consumers through the media, let consumers familiar with our brand, identify our brand, and be loyal to our brand. In terms of channels, we are implementing a system of exclusive stores. In other respects, we will do some channel supplements and implement multi-channels. In terms of organizational structure, we will make adjustments according to market adjustments and market needs. No matter how we ask us outside, we will follow us in accordance with the purpose of the market. Adjustment of the organizational structure.
[Reporter] You just mentioned the diversification of this channel. Now the word is very popular. Would you please talk about the status quo of your company's channel?
[Huang Lihong] The main channel of wallpaper is the first store, the second is the large chain consumer store, the third is the decoration company, the fourth is the designer channel, the fifth is the engineering project, and the sixth is e-commerce. Our company is implementing a system of exclusive stores. In our 2011, we added 600 new stores. In 2011 and 2010, we increased by 210%. We now have 900 stores across the country. These are the basic data of our company in 31 provinces across the country.
[Reporter] What are the specific measures for the diversification of this channel?
[Huang Lihong] In 2012, we specifically have the following measures in terms of channels: The first is to continue the construction of our brand stores, to develop in the weak links of some important cities, and the second is to try and follow the large chain home stores, like It is the cooperation between Red Star Macalline and Real Home. They use their reasonable layout and advantages to perfect our sales network. The third is the cooperation of designers. Because of the designer channel, his channel is special, our most important. Is an interactive cooperation, open the influence of our brand; continue to influence them in the designer circle, the fourth is the decoration company, because the decoration company is blank for the present, we selectively follow some decoration The company has made some strategic cooperation. We not only cooperate with him, but also develop some special versions for them. In terms of engineering projects, whether it is our company's headquarters or the dealer's cooperation source, we are all local dealers. To operate, our company headquarters is only doing our support services, and the logistics support is comprehensive. Support them, which can increase the enthusiasm of local distributors, reduce the operating costs of our company, and increase our sales.
[Reporter] You just talked about the status quo of natural wallpaper and the whole wallpaper industry and the response methods of the channel. What are your plans for the brand?
[Huang Lihong] In the past, the wine was not afraid of the alley. Now it is the wine and the deep alley. We attach great importance to our brand promotion. We not only want consumers to be familiar with our brand, but also consumers who are familiar with the products behind our brand. Knowing where our products are good, let them buy plain and clear, and get real benefits. In 2011, our nature wallpaper and nature flooring jointly hosted a grand event, this is the origin of the 2000 Chinese wallpaper stamp design. The competition, the time of the event is from August 2011, to the end of May this year, sponsored by the China Building Decoration Materials Association Wallpaper Branch, Guangdong Yingrui Wall Decoration Materials Co., Ltd. wall high wallpaper brand agency, the judges collection Associations, art colleges, industry, and design circles are a grand gathering of the Chinese wallpaper industry and fashion industry.
[Reporter] What new products did you bring in this exhibition?
[Huang Lihong] We bring a very new product, which is a non-woven gauze developed by our company in cooperation with the German Blue Lion. This is in line with our world-class technology and design environmental protection. This is our patent in the world. Products, we advocate fashion and environmental protection.
[Reporter] What marketing activities will be launched in the upcoming 315 Nature?
[Huang Lihong] Yes, we have a fresh five return, healthy three bursts, I hope all the netizens go to our nature wallpaper store to see, how do we make healthy three bursts? The first is environmental protection, the second is product, and the third is our service. I hope that everyone will go to our store to see it. There is definitely an inspiring one, and I will definitely give you a surprise.
[Reporter] Ok, for "315", we also launched the "Star Service into the Community - 2012 Decoration Story" campaign. Please also represent your company and make a declaration of good faith to our netizens.
[Huang Lihong] The beginning of fresh non-woven textiles!
[Reporter] Thank you for accepting my interview.
[Huang Lihong] Thank you.