Geberit Qiao Hui: Leading the trend of light life
Qiao Hui, General Manager of Geberit China Greater China Sales
[Reporter]: We used to be the main drainage system in Geberit. This year, we introduced new sanitary products. How did we make this strategic change?
[Qiao Hui]: We have made adjustments to the market strategy. In the past six years, our product strategy is more important in the product brand field. From the market strategy, we used to have the B2B market, and this exhibition is obviously It is a B2C exhibition, an exhibition displayed by design and product itself, which is not very consistent with our product strategy and market strategy for the past six years. However, since 2011, Geberit has returned to the B2B and B2C market strategies.
In fact, Geberit products have been in the history of many years, but in the past product strategy of Geberit, they never played a protagonist. In the attachment, or the end, or the accessory, such a positioning exists, I think our core The essence is still a series of capabilities in the powerful water supply and drainage pipelines. We use a series of technical details, installation details, and process details to achieve a perfect state of mind, so as to achieve the non-blocking, non-leaking, low There are some technical appeals such as noise and no smell. Some of the products of the design sense are only the accessories of this system, but from 2011, the technical strategy for the next three to five years is that the wall and the wall after the system are equal, we provide the water supply and drainage protection behind the wall. At the same time, it provides some beauty of the products in front of the wall, so this is the main reason for us to return to this exhibition.
[Reporter]: In 2011, our sanitary ware industry experienced a national policy adjustment, and there is a downward trend. Why did you choose this time to push the bathroom products?
[Qiao Hui]: We believe that the regulation of China's residential products is also a temporary behavior, because China's building materials market is very large, not only limited to residential or high-end residential, this state policy is mainly controlled by high-end residential in first-tier cities. In fact, it is the center of regulation. But in addition, we also have three- and four-tier cities, as well as a large number of office buildings, a large number of commercial buildings, such as shopping centers, cinemas, such as public buildings, including railway stations, airports, museums, Such as this, so the Chinese market is very large, Geberit will not affect the long-term optimistic hopes of the industry market because of the temporary short-term adjustment of a certain market segment.
[Reporter]: Because I see that many bathroom brands have a trend toward the third and fourth line this year, do we have any plans for Geberit?
[Qiao Hui]: All are moving in this direction. The rise of the third- and fourth-line markets is an undisputed fact. Everyone has no need to question it. Its purchasing power is rising, and its demand is gradually becoming hierarchical. It is said that Geberit is no exception. We are also moving towards third- and fourth-tier cities through the increasing sales opportunities and the increase in our sales network coverage. When it comes to specific strategies, we will increase our sales team strength in the corresponding third- and fourth-tier cities, and increase our distribution network. We will also show them to consumers in third- and fourth-tier cities in the same way as the Geberit flagship store. The window of Geberit products, this is some of our initial initiatives this year.
[Reporter]: Can you introduce the new products you launched this time?
[Qiao Hui]: The main product of our exhibition is the Mo Lishi series. From the appearance, it can be seen very much like the shell of the popular iPhone. The launch of this product also breaks the consumer’s usual view of bathroom products. For example, the bathroom products people think that the first material is ceramic, and the second one is mostly white, which is a very inherent view. The product launched by Geberit, the tank body is made of aluminum alloy, its surface is made of FRP, its color is rich in options, mint, black, red, will be launched in the next six months. It has a color on it, such as bamboo, clouds, waves, some very beautiful patterns, and even customized products. For example, if your family likes to put your name on it, you can do it from materials and Its design sense is a product that breaks the traditional rules of the sanitary industry. In fact, this is in line with Geberit's previous innovative spirit, because we used to advocate putting the toilet on the wall on the wall. These revolutionary measures are the first in the industry. We are now launching this aluminum alloy. And FRP is an external water tank product for surface materials, we believe this is also the independent contribution of Geberit to the bathroom industry.
[Reporter]: Because the products are now pursuing personalization and consumers are relatively young, I have seen that you are introducing a light life concept. Can you introduce this concept a little bit?
[Qiao Hui]: The concept of light life We want to use the Jibo Li bathroom product to convey a message to our consumers. If you unload some of your own burdens in the busy urban life, this burden includes the body, including Some spiritual burdens, through the use of our light life products advocated by Geberit, to achieve a goal of relaxation and relaxation. As a carrier of such a purpose, we have carefully selected the product. You can see that its surface is very fashionable, fresh and natural. It is very simple to use, one-touch operation, the surface is very smooth, very bright and very personal. When I was busy outside for a day, when I went home to the bathroom, in fact, most of the time at home was in the bathroom, whether it was washing hands, washing your face, taking a shower, going to the toilet, etc., maybe at your home. In the life of the bathroom accounted for a relatively large share, how to remove the pressure or load brought to you in the outside world during this time, in the bathroom in your own world to get full relaxation, this It is the value we want to bring to consumers with our products, which is what we advocate.
[Reporter]: In the end, can you predict the development trend of our entire industry this year? Because the general downturn is now more severe, some companies complain to us that they have slipped to 30% to 40% this year. What do you think will be the trend of our market this year?
[Qiao Hui]: I think that Geberit is still full of confidence in this market from the overall and long-term perspective. I think the temporary real estate regulation may be in the high-end residential market. There is no doubt that Geberit will also be affected by this aspect. influences. But first, I believe that the high-end residential market is just a small part of all the markets I just talked about, because the market impact of this piece will not affect the changes in Geberit's perception of the entire market. Second, we believe that the regulatory policies for this market country are also time-limited, and not very long-term, so for us, we are still full of confidence in 2012 and 2013, because with With the revolutionary development of new products and new technologies, we believe that as long as the needs of mass consumers exist, we believe that this product will be alive.
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