Only If We Grasp The Market Well Can We Make A Big Brand &Nbsp; Interview With Ceng Xin, President Of Hong Nai.

Reporter: we know recently.

President: when it comes to the new VI, I believe you will notice recently.

In 2008, Hong Nai became a wholly owned subsidiary of Daya technology group. The national marketing headquarters moved to Nanjing and successfully completed the restructuring of brand structure and management structure.

At the same time, the domestic market environment is surging, and the mainstream consumer tends to be younger.

Therefore, the macro resistance to the floor of the face of internal and external changes in the situation, in the pformation and continuous innovation to explore their own way of sustainable development, the macro resistance floor headquarters for nearly a year of deliberation and repeated revisions, the new VI officially released in June.

The new VI takes the macro enterprise concept as its core, concentrating on the modern consumer home dream constructed with exquisite and quality.

The icons are simple, atmosphere, more exquisite and fashionable. There is no lack of internationalization trend elements. They fully cater to the mainstream consumer groups in favor of exquisite and unique artistic aesthetics, and pay attention to the ambience of quality and culture built by the spiritual and material ambience.

The introduction of the new VI has played a positive role in deepening consumer understanding of brand and corporate culture, making our brand and corporate culture more intuitive and faster.

I believe that on the basis of the good brand foundation, the brand new image will open a broader development road for the Hong resistance flooring.

Reporter: I believe that the new VI will give consumers a brand new tolerance, which is acceptable to more consumers.

Now there are many floor brands competing. Can you combine the current development of the industry to explain what problems the enterprises need to solve if they want to make big brands?

President: Thank you.

Before I mentioned the emergence of big brands in the flooring industry, we also have been fighting for big brands and brand wars. This new VI is also preparing for brand war.

In the future development of the industry, the "big brand" is not only domestic, but also foreign. In view of the current development of the domestic flooring industry, the domestic brand army is only initially emerging, and a large part of it is small and medium-sized enterprises.

There is still a lack of concentration. Market economy factors such as capital, technology, manpower and resources are not concentrated.

Facing the market economy in the future, the competition and service competition of the flooring enterprises will eventually come to the competition of the business mode and the industrial platform.

The higher the level of competition, the higher the enterprise's ability of innovation, production and financing.

The best way is to create a new industrial ecosystem, to tap and meet the new and higher needs of users, constantly innovate and win the game, expand the scale and enhance the brand.

Only in this way can there be a real "big brand".

Combined with our own speaking, we have gone through fourteen years of development of Hong resistance floor, and brand management has always been a top priority.

Efforts have also made some achievements, such as the five hundred most valuable brands in China, the ten major brands in the flooring industry, and the Chinese family.

View map) industry leader award, 30 year China Brand Innovation Award and so on.

But these achievements only show that we did well in the past, but we must have more sense of hardship. Bill Gates has a saying that I agree with him. He said, "Microsoft is only fifteen days away from bankruptcy."

We should also have this awareness. Only with this awareness can we have a sense of urgency before we can force ourselves to develop so as to achieve sustainable development and make our brand stronger and bigger.

Reporter: that is to say, to make a big brand, we must grasp the market and grasp the market to make the brand bigger.

President: Yes.

Everything is centered on the market. Only in this way can the brand recognized by the market be made, so that it will not be eliminated from the market.

Reporter: you just mentioned that Hong Nai introduced the new VI and mentioned the market. The market changed and VI changed.

Now, the first half of 2010 has passed. Can you combine the development trend of the floor market in the first half of the year, and analyze the future development trend of the flooring industry?

[CEO]: 2010 is a very tough year for the flooring industry, but I think there are opportunities under severe conditions.

Since March, the relevant departments of the state have issued a series of control policies to curb house prices and crack down on real estate speculation. The hot property market has suddenly cooled down. The volume of real estate industry has plummeted, and the volume of second-hand housing pactions has shrunk, which will surely have negative effects on the flooring industry.

Moreover, the current economic development situation is not optimistic, there are two possibilities for bottom finding.

These for the real estate pactions and the flooring industry, in the short term should also be unfavorable.

I think the future development trend of the flooring industry will have these points.

First, the brand army has sprung up.

With the entry of strong brands abroad and the domestic small and disorderly floor brand competition pattern, the domestic strong enterprises will launch the pace of brand competition.

There are many constraints on the development of the flooring industry, but these effects are relatively small for the brand enterprises, and have a greater impact on the enterprises without brands.

Therefore, objectively, it can promote the concentration of industries.

Two, the future flooring industry will diversify the entire marketing channel.

For marketing channels, Hong Nai will launch online shopping mall and "Shang Shang" series new products in August 8th. This is an important exploration for new sales channels and a concrete manifestation of diversification of channels.

Of course, the diversification of channels is reflected in many aspects. The whole floor and even the building materials industry are all closed channels, all of which are self built channels, mainly based on exclusive stores.

In the past two years, this has begun to change. One is refined decoration, the proportion of refined decoration is increasing year by year. The country has macro policy guidance, and Real Estate Company has considered its profit added value through refined decoration.

We have always attached great importance to the cooperation with the real estate developers, such as our strategic partnership with Vanke, and cooperate with many real estate developers. This is a great help to our floor sales.

The other is to cooperate with the decoration company, together with the group purchase and the alliance of different industries are increasing year by year.

Three, the consumer is becoming younger, and the two or three - level market will become a new market opening point for many big brands.

As the 60-70 age basically tends to be aging, stabilizing, and intensifying competition in the primary market.

The new generation of young people will become a solid consumer group. The two or three tier market will become a new brand battlefield.

More and more enterprises are beginning to pay attention to this part of the sale of "cake", but whether they can be divided into their own satisfaction, strength has the final say.

This requires the enterprise to do well in its internal strength and strength, so as to be able to divide itself into "satisfied cake".

Four, raw material problems.

This involves the issue of environmental protection. The "low carbon" often mentioned is a key word for the sustainable development of the flooring industry.

Flooring raw materials have undergone some changes. In the future, with the global warming and environmental degradation, the momentum of green environmental protection will be higher and higher. The control of raw materials and the development of new materials will be the inevitable trend of the future development of enterprises.

Reporter: through the complex and changeable market environment of flooring industry, the development trend of the flooring industry in the future should be quite clear.

As you mentioned just now, the cooling of the real estate industry has had a lot of negative effects on the flooring industry. What do you think we should do to deal with it?

President: the state has issued a series of policies to regulate the real estate industry, which is not necessarily a good thing for the flooring industry.

The flooring enterprises should constantly innovate the marketing mode and service mode, and enhance the comprehensive competitiveness of enterprises and the ability to resist market risks through the rich product line and low-carbon environmental protection development mode.

In addition, I mentioned just now that we can expand new sales channels, such as hardcover repair rooms, such as the opening of online shopping mall and so on.

This time, we will launch an online shopping mall and "net Shang" series of new products in August 8th, which is an important exploration of our new sales channels, that is, a specific manifestation of diversification of channels.

In this way, consumers can pay more attention to us, and we can also buy quality assurance and affordable floor.

Reporter: it seems that enterprises can turn challenges into opportunities, and there are still laws to follow. I hope that the flooring industry will get through this difficulty smoothly.

President: Thank you.

Reporter: Well, as you mentioned just now, there will be a big promotion in August 8th.

Prior to this, the Hong resistance flooring also held a lot of activities, all achieved the desired results, providing consumers with many quality and affordable flooring products.

Can you introduce the purpose of this activity? What benefits will it bring for the vast number of consumers?

CEO: there are two main purposes for this event. One important purpose is to celebrate the opening of Hong Nai online shopping mall, and the other is to celebrate the new listing of Hong Nai.

First, I want to talk about the opening of online shopping mall again.

For the Hong tolerance, this year's August 8th is a day of extraordinary significance. It is a far-reaching day. The Hong Nai online shopping mall will open today. This marks the beginning of the diversified sales of the Internet from the traditional sales channels.

In fact, we have noticed the importance of Internet sales before, and have already made use of the Internet to do sales business. For example, our cooperation with the network media, the interaction under the wired, for example, some of our dealers use the forum to carry out sales business. Some dealers use Taobao and other famous portals to carry out sales business. Although these have not formed a large scale, they have made certain achievements through online sales, which is worth learning from.

For our enterprises, the future audience of the flooring industry tends to be younger. Online shopping accounts for a large proportion of their daily consumption channels, and this proportion will increase in the future.

Online sales, especially in big cities, have considerable room for development.

Therefore, opening online shopping mall is the necessity for enterprises to seek development. I believe more flooring enterprises will pay more and more attention to network sales.

Next is the "net Shang" new product listing. This time, we will launch a series of floors to make preferential sales at the same time as the online mall opens, and maximize the profits of the consumers, so that consumers can truly feel the benefits of our "net Shang" series of new products and the opening of online shopping centers.

Reporter: it seems that consumers can buy macro resistance floors without going out.

You just said that the opening of online shopping mall is of far-reaching significance for Hong Nai, and the importance of opening up the online shopping mall is also mentioned in the diversification of marketing channels.

Can you talk about the significance of online mall opening for Hong Nai?

President: all right.

Internet sales are no stranger to people. In many industries, Internet sales have been very mature.

For the floor industry, besides the chain operation mode, the floor network marketing is also increasingly popular.

In fact, as early as in the first two years, some strong enterprises began to notice the network marketing, but at that time the website played the role of promoting the popularity of enterprises.

Now that the market is different, people begin to really focus on mining the substantial value brought by network marketing, hoping to get better new channels with less investment.

This trend is not only affected by market competition, but also by businessmen eager to break through. The deeper reason is that consumers' consumption concepts and methods are changing.

I mentioned just now that the main consumers in the future will tend to be younger.

The Internet plays a very important role in the purchase of this part of the floor.

Therefore, the importance of network marketing will be self-evident for the flooring industry, which means new sales channels and new sales markets.

And the opening of online shopping mall is directly presenting the goods to consumers with the lowest cost and the most convenient sales, giving consumers the most affordable product price, which will be the most attractive part of Internet sales, and will also open up a vast space for the sale of Hong floor.

Reporter: it seems that the significance of network sales for Hong AI is significant, and for consumers, it can also be more convenient to buy good quality and inexpensive floor, and truly achieve a win-win situation.

So what can we do to attract consumers' attention and let more consumers pay attention to this online shopping mall? It is said that a super red man will be invited to help with the opening of the event. Can you disclose it?

President: this activity, like previous activities, aims at giving the greatest benefits to consumers.

I will come to the event via video communication, and share the surprises with every consumer.

Sharing a more convenient and more convenient way of consumption to our vast consumers will bring you our online shopping mall to enable you to get the most convenient products. These can attract consumers' attention to the opening of our online shopping mall.

In addition, a super red man will be invited to the opening scene.

The purpose of our invitation to super red people to help the event is to expand the influence and let the largest number of consumers pay attention to the opening of our online shopping mall.

As for the super red man, we have described in detail the propaganda of the event. It is the spread of the Internet that made her known overnight.

Since she is famous for her participation in "if you are the one", many remarks may not be acceptable to all of you. But if we can tolerate her, it reflects the progress of this society. She also hopes to realize her graceful turn in this activity.

On the day of the event, she will bring her first single and wonderful performance to help us to open our online shopping mall.

We also hope that the vast number of consumers will join us in witnessing this moment.

Speaking of this, I believe that many people have a name in their hearts. Then the name of your heart is the super red man whom we invited.

Reporter: you have sold us a pass. It seems that if you want to know if you have guessed correctly, then you have to go to the activity site to have a look.

It is also believed that the activity that Hong will withstand the floor will bring substantial benefits to the consumers. Let's look forward to the large-scale promotional activities of the August 8th online shopping mall and the "Shang Shang" series of new products.

President: all right.

I hope you can pay attention to our activities and enjoy your own convenience and privilege.