[Reporter]: Hello, first of all, I am the first time to contact you, so I still want to know about you yourself, because you may have more time in the United States, I want to know about you from this wallpaper. How many years has the industry been?
[David]: My name is David, I live in Boston, USA. I joined the Brewster family company in 1987. It has been 24 years now. When I was a Ph.D. student at New York University and Brewster went to New York University to recruit, I joined Brewster with a try-and-try attitude. I tried it for 24 years and I am still trying it. I believe I will try it in the future.
[Reporter]: So what attracted you to Brewster at the time, why are you staying in Brewster for so many years?
Brewster Wallpaper (China) Co., Ltd. CEO David
[David]: Many people have asked me this question. I studied computer science. At that time, I was a Ph.D. student in New York. After I took my master's degree, I continued my studies. At the time, Brewster was in the stage of emergency development because computer technology was still in 1987. Not very popular, so they want to use high-tech means to manage the company, so they go to college to recruit. I also thought that if I continue to read at New York University, the future is nothing more than two. One is teaching at the university, I don't like this profession very much, and the other is doing things at the company. Since there was such an opportunity at that time, I took the attitude of trying it out. After the trip, the company was very warm. Brewster was founded in 1892. The current CEO is the fourth generation of this family. Although he is not a high-tech company, his corporate culture and environment are very warm. At the same time, when I went, I also helped the company to do a lot of things. For example, in the 1990s, we carried out a lot of expansion and merged many other companies. I participated in a series of merger activities, so I feel that I am in this. I have contributed a lot to my ability, and the company has also recognized my contribution, so the two sides have been working together until now.
[Reporter]: When did you start to take charge of the business in China?
[David]: In 1995, my grandmother was still alive, so when I went back to China to visit relatives, we had a classmate from New York University who was the first to return home. I opened a big software company in Shanghai, so I went. Visiting him, he said that you are still working in Brewster, I said yes, I am still working in Brewster. At that time, I thought of introducing Brewster to China. So in 1995, we imported two containers to Shanghai, and we were out of control. In 1999, we registered our own company in Waigaoqiao because of this. The market is open to me, so I have been responsible for the Far East, Asian markets since then, and I am also the vice president of the computer division. As a result, I didn’t have time to manage the computer around 2004. Because we were six companies, there were six companies under one group company, and all the computer departments reported to me. I really didn’t have the energy to do it, so I If you quit this piece, you will be in charge of the business.
[Reporter]: So after you have been doing this for so many years, what do you think of the speed of foreign market development and the speed of domestic market development?
[David]: The recent economic situation in the world is not very good, and the market is also the same. During the period from 1997 to 2000, it was our climax. When the wallpaper was most developed, it plummeted after 2000. The whole market is very sluggish, and the North American market is currently only about 15% of its peak period, down 85%. However, since 2001, with the rapid development of China's economy, the wallpaper market is also expanding. By 2010, China's wallpaper market is already the second largest market in the world. The largest is Russia and the second is China.
[Reporter]: Because our products are imported, and all imported, there are some local brands in China. From your point of view, where is the original imported relative to the local brand?
[David]: According to incomplete statistics, China has 440 production lines so far, and 200 factories produce wallpapers. Therefore, in terms of hardware, China also has the strength to impact the world market, but from a software perspective, I It refers to the design and manufacturing process of wallpaper. It is still far behind the western wallpaper manufacturing process, so there is still a long way to go. At present, in terms of quality, flower shape and color tone, there is still a big gap between domestic wallpaper and imported wallpaper. Our environmental protection, novel design and personalization far exceed domestic wallpaper, but I believe there will be a transformation process. In the near future, domestic wallpaper will catch up. Domestic wallpaper relies on the advantage of low price, from design and quality. The original imported foreign products in environmental protection are indeed much better than domestic ones.
[Reporter]: We are also a showcase of new products today. There are also many friends from all over the world coming to us. I want to know if we release such new products every year?
[David]: No, our most important new product launch event is Beijing, in March, and at the time of our Shanghai wallpaper exhibition in August, we will release it again when customers are in Shanghai. In fact, we have to issue more than 40, 300 varieties each year, a large number, almost every week there are new products.
[Reporter]: This new product display, including new customers or old customers to visit our factory, what effect do you hope to achieve in the end?
[David]: The title of our exhibition is “Charming Focus, Creating More Brillianceâ€. Our company was registered in 1999. After 12 years, our sales have increased significantly every year. Today, because the real estate market is relatively sluggish, because the government has issued a purchase restriction order, it has a certain impact on our business, but how to break through this bottleneck, we firmly believe that even if the real estate is in a downturn, our business can still move forward. So this year we launched a new variety, the new brand is called (Baizhuite). Before we had a brand called Brewster, there is still a BHF, we focus on the high-end market, our market share is very high in the high-end market. . But the whole market is the tip of the pagoda, we only occupy a pointed tip. So in the current situation, I think of the mid-range, the mid-range market, how do we break it and occupy it, so we launched the third brand. This third brand of products is a little different from the original two brands. One is the style. The original brand is focused on the traditional, classic design style, suitable for high-end villas, walls. This time we launched (Bai Shi Te) is more suitable for the general consumer, its cost performance is relatively high, can afford. At the same time, the style is European, modern, and the colors are simple and clear, especially for young people.
Its consumption ability can also withstand, cost-effective, and the style is close to the modern style, but in terms of quality, environmental protection, it is exactly the same as high-end products.
[Reporter]: You just mentioned the market. I also thought that there was a recent exchange with wallpapers, furniture, kitchen and bathroom. They mentioned that although the retail market has a little shrinking feeling, the project is better. I would like to ask if we have a domestic engineering market communicating?
[David]: We participated in the hotel industry summit this year. We are honored that our brand has also rated the most popular brands, one of the most popular brands, and we have also heard some real estate giants' speeches. They are very concerned about commercial housing today, not civilian housing, such as shops, hotels, restaurants, so we have set up the engineering department since last year, focusing on this market, and focusing on the sales of designers and design institutes. At present, I have been able to see some results. We have signed strategic partnership contracts with some builders, because fine decoration has become a trend, so we directly contract with the builders for strategic partnerships, which is beneficial to both parties. They can get our products at a lower price, and we also directly enter the specific market.
[Reporter]: Actually, we have already seen the potential of this future. You are also very prepared. Another point you just mentioned is that our new brand is now aimed at some younger consumers. So a young consumer group has a characteristic, that is, prefer online shopping, have we thought about it, will this brand have some products available online?
[David]: Many people are debating this issue. From my personal point of view, my point of view is that online procurement is a direction, but whether it has such a condition is what we want to explore. Many of our dealers strongly oppose online purchases because of the low cost of online and some abnormal sales. It is a big blow to our dealers with a little bit of profit. Brewster is a supplier, we have our own factory, we wholesale, do not face the majority of consumers, because if we enter the retail market, we actually compete with our current customers. Therefore, from the perspective of our company, we are suppliers and sell our products through some channels, one is the individual dealer, the retail store, the second is the engineering, the design institute, the third is the hypermarket, we It is the only wholesaler and a product that enters all B&Q. So we are also thinking about this question, whether it is sold online.
[Reporter]: I want to ask your personal question again. Do you have a world-class business leader who is more admired?
[David]: Yes.
[Reporter]: Can you share it with us?
[David]: I participated in a computer industry summit in 2001. At the beginning, Dell invited about 200 professionals from around the world to explore the 21st century computer development direction and sales model. I am very honored that I was invited. When I was in the school, the research was at the forefront, and I worked in the practical field, so he invited me. After going to Bill Gates, Mike Dale, Black, Joan Jake, we met together to discuss, these leaders in the construction industry, their ideas are indeed ahead of the curve, because in the commercial field, like manufacturers, wholesalers, retail Business to the consumer is a model, he thought of how to break this model, from the factory directly to the consumer, reducing the intermediate links and profits. This is a very revolutionary measure. At the beginning we said that the world business model will not change because of Dell's change. Then (CSKOU) CEO Joan Jack gave a speech in 2000. He said that I don't expect us to pay long-distance telephone charges within five years. Because there is no telephone company, all the telephones are connected, and the result is five years, more than ten years. He predicted that half of the time, all the calls were all gone from Internite. The other one I admire is the former CEO of GE, Joan Walson. Have you seen his book? (WINWIN) admires him very much.
[Reporter]: This term has always been, and anyone who wants to test GRE, who wants to test the TOEFL, must know this because the teacher will definitely mention this.
[David]: The place where he was born and the place where I lived were on the side.
[Reporter]: So what do you think of Steve Jobs?
[David]: Jobs is very much admired by young people. After he returned to Apple, he changed his destiny. Apple was in a state of semi-death and almost bankrupt because he could not compete with Microsoft. As a result, he came in and his market did. It's especially good, so he gets the love of teenagers, so his current product has surpassed Microsoft last week to become the world's most profitable company, so since his things are so expensive, everyone buys them. So its market, its ideas, its measures are in line with the trend.
[Reporter]: Do you think that from this, can you extract some of the operations that can be applied to our current wallpaper?
[David]: A lot, not only from his side, from the GE side, I think the Chinese are particularly eager for the brand, so how to make our brand deep into the consumer level is our main direction, Brewster As a brand in the retailer industry has been relatively loud, last year we are the first place to import wallpaper, and much larger than the second place, but at the consumer level we are too low-key, too conservative, so the consumer level we There is still a lot of work to be done. The second internal scientific management, I saw Wilson managing GE. In his 25 years in politics, GE changed from a medium-sized company to the largest company in the world. It is his many measures worth learning. The first one proposed three slogans, three P, People, product, and Performance, which are the cornerstones of our company's cultural management.
People employees are our most valuable asset. You can only contribute to the company if you are kind to employees. We provide employees with their own personal development path and help him in the future. Product, as the new world brand, we launched The new brand is the most, no company can push more than 40 samples a year, more than 3,000 varieties are not, and how to combine the Chinese cultural connotation with the world trend style to get Chinese consumers to recognize is our challenge. Performance is how to provide customers with quality service. I require quality service is not an empty slogan. There must be quantitative standards. Everything is spoken by data. For example, if a customer calls, someone must pick it up within 30 seconds. There will be no busy tone. How to do this is to use high-tech means to achieve it. The order placed by the customer before 3 o'clock will be sent out on the same day. The customer will close the office at 5:30, and the call will be made. The total opportunity will be automatically transferred to the corresponding salesperson's mobile phone. Therefore, this quantitative standard will be improved and we will improve. The efficiency of the industry improves our credibility.
[Reporter]: Finally, let us briefly talk about the future, because in the new century, the new decade, I also want to listen to Brewster's next plan?
[David]: We have a long-term plan. China is now the second largest wallpaper market in the world, but from the perspective of per capita consumption, we may be the 100th. Russia is the largest wallpaper market and its per capita consumption. The amount is 1.3 rolls per year for one person. Our China's 1.4 billion people, although it is about 150 million volumes, and the per capita consumption is less than 0.1 volumes, so in terms of concept, Russia is 13 times our consumption, we only have 0.1, if our market can double, become 0.2, do not need to reach Russia's 1.3 volumes, reach 0.2 volumes, then our annual consumption is 320 million volumes, this is far more than Russia, so the potential of this market we are optimistic, so we want high-end products, from abroad Imported countries have a tariff, value-added tax, and freight, etc. The price is unfavorable, so we think whether the brand should be affirmed, so we have a plan to build a modern integrated production and design integration in Suzhou. This is our plan and we hope that the vast number of consumers will be able to accept our products.
But we are also very cautious about this matter, because there has been a recent Da Vinci incident, which will have a shadow for consumers. After this incident, many consumers need us to provide proof of origin. We say this is no problem. Brewster is able to provide all the certificates of origin import. The philosophy of our company is honesty, integrity includes honesty for customers, integrity for consumers, and more importantly for the integrity of society, so we don’t I will do anything that violates Chinese law, so I believe that all customers believe in Brewster, so we will be divided into different brands after our domestic products come out.
[Reporter] Ok, thank you very much David.
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