Hecheng Sanitary Ware: Success and Truth is Solid and Sustainable

[Reporter]: Hello Qiu, thank you very much for accepting our interview. I see that you still have some new plans this year.

[Qiu Shizhen]: Yes. This year we launched a 3.5-liter toilet that everyone didn't have. In these years, we are all talking about green responsibility. The early toilet was 12 liters or 5 liters. The current national standard is 6 liters. We did 4.8 liters in the early days. Now we can achieve 3.5 liters. I think it is a big one. The breakthrough.

The 5 mm ceramic sheet attached to the outside can be up to 2.4 m x 1.2 m, which is already very good in making ceramic sheet printing technology, and it is also a green product. Because in the case of natural stone, it is often good to destroy the local environment when mining these sources. It is very good to replace this with a more environmentally friendly production process.

Finally, the angle of the faucet outlet, we installed a device on the faucet that can adjust the faucet's water angle, in order to let all consumers find a faucet that is more suitable for him, because each faucet is designed not to match all the washbasins. The 7-degree water angle design allows the faucet to match the washbasin.

He Cheng Sanitary Ware Chairman Qiu Shizhen

Expectations for the exhibition: The decline in retail sales is conservative. I am worried about 2013.

[Reporter]: From the situation of yesterday's and today's exhibitions, what kind of expectations do you have for the kitchen and bathroom industry in the second half of the year?

[Qiu Shizhen]: The central government's macroeconomic regulation and control will continue. The furniture industry is closely related to the real estate industry. Therefore, everyone will be relatively conservative in the second half of the year. Unless there is any change in the central government policy, the real estate industry has a fast transaction.

In terms of retail, this year is far worse than last year, so we are a bit conservative this year. I often say a word, the bad environment is that everyone is not good, does not mean that everyone will be bad, as long as the foundation is played solidly, usually prepared adequately, the crisis is a turning point. When everyone is not good, how do you reverse the operation, this time we can actually do a lot of things.

[Reporter]: I have been saying that this big market is sluggish. What do you think?

[Qiu Shizhen]: I am worried about 2013 next year. The European debt has only just begun, so Europe will not be good next year. Although everyone sees that the economy will sometimes grow and even last until next year, these two major economies will also be affected. There are still many manufacturing industries in the Mainland, including export sales, so on the one hand, it can also affect the mainland economy. I think as long as The enterprise is really doing well, there is a solid foundation, and there is nothing that cannot be overcome.

Market layout: not easy to change one step at a time

[Reporter]: As far as Hecheng is concerned, the layout in the first and second tier cities has developed very well in the past few years. What adjustments have been made to the layout in the Mainland this year?

[Qiu Shizhen]: There will not be much change this year. As a brand, we have just 80 years last year. Our focus is to continue to do it step by step, step by step, and not jump, in accordance with the established pace. This is a big risk, so we have to do it more solidly and slowly. This market in mainland China is not short-lived and certainly a concept of sustainable operation.

[Reporter]: Will you go to the third- and fourth-tier cities?

[Qiu Shizhen]: There have been layouts in the third- and fourth-tier cities. The second and third tier cities we used to think of are very different from the current second and third tier cities. Now it is very powerful. The second and third tiers are also the concept of national urbanization. In fact, it can be seen that people are moving more and more into the city, so every city has changed a lot.

The mystery of success: success is not a solid and sustainable operation.

[Reporter]: Many people say that the bathroom industry is experiencing a reshuffle period, and the success of the bathroom development to today is so successful. What is the mystery?

[Qiu Shizhen]: Actually, there is no such thing as a mystery. It is a concept of solid and sustainable operation. Entering this industry may have a very low threshold, but if you want to run a good brand, it will take several years to accumulate and become a brand recognized by consumers, including design style, which is called originality. Innovation depends on the foundation of the enterprise itself, which is accumulated year after year.

E-commerce: Consumer groups tend to work together to achieve a win-win situation

[Reporter]: What changes have been made to marketing channels and marketing techniques in this year, and is there any consideration for e-commerce?

[Qiu Shizhen]: In fact, a large part of us this year is taking e-commerce, especially now that the consumer group is moving towards the younger generation. They also started buying homes, getting married, and having children. The consumption concept of this group is very different from that of their parents. They will first check a lot of information on the Internet and then go to the physical store to see it, so we have to make the information on the Internet to be accurate and let them get the information they want.

[Reporter]: We are very surprised to see the development of mobile internet in this field, including we also have an IPad e-magazine. We can also consider IPhone and Android platform in the second half of the year to attract a wider user base. What do you think of the e-commerce platform?

[Qiu Shizhen]: I think this is the future trend. The whole world is developing towards smart group mobile phones and tablets. The channels of consumers are different from before. It is not just newspapers and magazines. They go electronically. Obviously, Apple sells so well because everyone can accept the products they have launched. I think this is inevitable. Every era will have something new to change the reading habits of the world.

[Reporter]: How do you want your company to use this platform to serve customers?

[Qiu Shizhen]: In fact, it should be a tripartite relationship. The readers are very important. The media is good, the manufacturers are good, and the three are how to balance the concept. Consumers want to get the information they want, and companies want to use the media to promote information to consumers. To achieve a win-win situation in this piece is a state of mutual benefit.

[Reporter]: Ok, thank you again for accepting our interview.