[Reporter] Hello friends, everyone is the general manager of Yulan Wallpaper Wang Jianhang, Hello Wang. In fact, we have done some specific dissemination work in terms of consumers' awareness raising. Every year, we provide professional training for our dealer customers and some professional customers, including some engineering parties, designers or engineering companies. We hope that these partners will pass on some of the cognition and ideas of wallpaper to consumption. By. Finally, our Yulan wallpaper is a leading brand in the industry. We are also willing to take up the responsibility of this industry. We are willing to provide consumers with reliable and consumer voices. So if the consumer has any questions or problems with the wallpaper, you can visit our company's website. Our forum is open and you can ask questions or interact on the forum. Perforated Standard Gn Pan,Perforated Gastronorm Pans,Perforated Gastronorm Trays,Stainless Steel Food Pans Jiangmen Junerte Stainless Steel Kitchenware Co.,Ltd , https://www.jetkitchenwarejm.com
[Wang Jianhang] Hello, everyone.
[Reporter] As an artistic decorative material, wallpaper is still in a low-level stage and has not been completely released. As one of the world's largest professional manufacturers of wallpapers, Magnolia has made important measures to improve consumers' perception of wallpaper.
[Wang Jianhang] In fact, in response to consumers' perception of wallpaper, Yulan Wallpaper has been dedicated to helping consumers build a correct view of wallpaper. Wallpaper is a 3A product, and the so-called 3A product is called inside our company. The first is Admire, we think wallpaper is a dear, loved product, because it has a strong artistic tension. The second is Affordable. We think of wallpaper as an art product, but it is not a luxury. It is still available to our consumers. The third is Assurance. We believe that Magnolia wallpaper is an environmentally friendly wallpaper and a service-guaranteed wallpaper, so it is a 3A product. 
Yu Lan wallpaper general manager Wang Jianhang
[Reporter] You mentioned the dealer, what is the current situation of our channel layout?
[Wang Jianhang] With the development of the market, including the development of some national policies and channel markets, we have actually made a relatively significant channel transformation this year, from the original single traditional distributor channel to now a three-dimensional channel. The so-called three-dimensional channel is first of all the channels of traditional distributors. Secondly, we have increased the channels of e-commerce that have already been built. Currently, we are improving and deepening. The third one that we are currently developing is a professional channel. The so-called professional channel is to help consumers choose products through the intermediary role of professionals. Including some developers, such as Vanke, Greentown are our long-term partners of Yulan, there are many designers and friends, is our three-dimensional channel. In terms of this year's channel strategy, we have proposed two new concepts for traditional channels, one is the sinking of channels, and the other is called the rooting of channels. The sinking of the channel requires us to expand the channel to the third- and fourth-tier cities as much as possible. The rooting of the channel is in the original first- and second-tier cities. Maybe we only have one or two sales points. We have to increase the coverage of our sales points because Now the city is different and the development is different.
[Reporter] I talked with many companies before. This year, the channels began to sink to the third- and fourth-tier cities or county-level cities. Is this our market pressure this year? In the first- and second-tier cities, you just said There will be development, but more emphasis on the city level, then the competitive pressure of this piece will be great?
[Wang Jianhang] This is actually a problem in the marketing field. Every company or everyone can easily think of the direction of channel sinking, but it is more difficult to really do this. I believe that we are doing the best in this piece because we have just said that our professional services in the industry is a benchmark. At present, only Magnolia can provide a service for channel door-to-door distribution in all enterprises in China, so we will have more advantages in this piece.
[Reporter] March is a season of renovation. This period of time can be seen from the volume data. Most of them are based on rigid demand. The rigid demand is mainly for young people, especially after 80 years. Obviously, what advantages do we have in meeting the individual needs of the owners?
[Wang Jianhang] First of all, Yulan Wallpaper has the most powerful R&D capability in the industry, and also has the most professional, powerful, and mastered many advanced technology and manufacturing capabilities. Therefore, in this respect, our Yulan wallpaper is the most complete enterprise in the industry. This is also our comparative advantage. We can produce and develop more than 90% of the mainstream products in the market. In fact, we have paid attention to one of our integration capabilities in the past few years. From a professional perspective, we have gradually integrated a work through the design concept as the core link.
The so-called integration is aimed at some products that have emerged from other industries on the market, such as embroidery, new wall coverings and some composite products, as well as some natural materials, such as straw mats and logs. Magnolia wallpaper can also be integrated according to our strength. In response to individual needs, in recent years, Yulan wallpaper has done a lot of work with a professional customization of designers. In addition, from the perspective of service, we recently launched an application called Yulan Wallpaper Modern Technology, which is also Yulan Wallpaper. The shopping guide software and design software, these two advanced software applications can make it easy for consumers to combine the database of Magnolia wallpaper products, can intuitively browse all the products of Magnolia in a short time, or even design their own home Product, so I think it is also a satisfaction with the consumer's individual needs.
[Reporter] Yulan advocates the overall solution for soft decoration and decoration. Can you tell us about the specific situation?
[Wang Jianhang] We may not be suitable for the overall decoration solution, but I can talk about it in the soft-packed solution. Because we have begun to explore this part in the past few years, first of all, we believe that the concept of soft loading is a concept that has been circulated into the Chinese market in the past decade. At the core, many people may have heard this sentence. Many people think that At present, it is called “light decoration and heavy decorationâ€. In terms of specific products, according to Yulan’s own understanding and research, we have also locked three “homes†of wallpaper. Our wallpaper is our own product.
The three “homes†are all three kinds of products, including furniture, furniture and furniture. We think that a whole solution for soft packaging is actually wallpaper plus these three “home†products, in terms of style. To have a unity, and then there is a harmony in the collocation, this is the main. The second question consumers must pay attention to is that all decoration or decoration must be for people, so we must grasp a very basic requirement, that is, all decoration and decoration should grasp its decorative and practical The combination of sex, this is also a relatively important principle of soft furnishings. The third point is also some activities that we are currently promoting in Yulan Wallpaper. I want to use this platform to introduce an idea, that is to say, an activity of changing homes and changing faces. In fact, it is really not easy for any one to change homes, but We can change the face easily, it is a soft dress. It's easy to keep our consumer's family fashionable by a technically flexible change. This is our idea.
[Reporter] Participating in the construction exhibition on March 5, what new products or new design concepts have been brought by Magnolia, to introduce to you?
[Wang Jianhang] This time, the building materials expo, our Magnolia wallpaper mainly launched 12 new series, including various materials, various crafts or various design styles. One of the cores of our Magnolia wallpaper this year is a product that consumers can understand, because we may have tried some things before, some things that are too abstract or personalized. These things are niche markets after all, so Say that we are returning to the original point this year or returning to a fundamental need of consumers. We must first do a product that consumers can understand. There are several characteristics in the whole. We have mentioned a few key words this year. One is low-key, one is introverted, and the third is atmospheric. This is the characteristic of our new products.
[Reporter] Then you also participated in this exhibition. You also saw the purchase demand of consumers at the exhibition. What changes do you think consumers have made about the trend of wallpaper purchase in recent years?
[Wang Jianhang] The trend of consumer purchases is really difficult if you want to talk about a specific product, because the wallpaper industry is still in China for a limited time, only 30 years ago, the second supply and demand relationship in this market is happening. Change, before supply is in short supply, now is oversupply. Therefore, we can't talk about which kind of consumers have any preference, because the consumer's choice of products, or the purchase behavior is more determined by the supply, determined by the shopping guide in the marketing process.
With the popularity of non-woven materials and the popularity of technology, non-woven products have shown an upward trend in the past one or two years. However, compared with traditional PVC products, it is still relatively large. In the past one or two years, there are American wallpapers and European-style wallpapers, which seem to have a downward trend in the past two years. Another important feature is that the market is now full of flowers, various products, and even products that are not available in foreign advanced markets. We have no way to go into this issue. We believe that existence is reasonable. Therefore, one of the characteristics of the Chinese market is that it has a lot of flowers and has its own position. But in terms of the demand trend you just talked about, we understand that it is a subjective composition of consumers. In this regard, we have done a more detailed study and systematic investigation.
Now consumers are concerned about environmental protection, followed by the artistic expression and service of the product, and finally the price. Therefore, it is necessary to pay attention to consumers. From the survey, in fact, it is contrary to the marketing of many peers in our market. Like some bargaining behaviors appearing on the market, I think it is not in line with the needs of consumers.
[Reporter] So it is said that more consumers are pursuing a higher demand for environmental protection. In March, a climax of decoration was ushered in. What kind of development do you think will be the market trend of wallpaper in 2012?
[Wang Jianhang] If it is said that this trend is part of the trend, there are some trends that have been released separately in foreign countries. There is no officially done this in China. Yulan wallpaper is preparing for such a thing. I just talked about the trend of three “homes†in a whole soft dress. In recent years, wallpaper has gradually formed a simple European or neo-classical, modern and simple, these two are the mainstream. There is also the so-called rural style, Mediterranean style, in fact, these are some small styles, these all exist. I believe that in terms of trends and styles, there will be no big surprises in 2012, but there will be minor changes. Because according to our survey, including the trend of some real estate showrooms and designers, it may be that with the continuous opening and confidence enhancement of the country or the country, the new Chinese products in the next one or two years should be Has risen.