Huasheng Sanitary Ware Yang Ling: Industry reshuffle is expected to begin in the second half of next year

Huasheng Sanitary Ware Marketing Director Yang Ling

[Reporter]: Mr. Yang, hello! Thank you very much for accepting our interview! How do you feel about this time at the exhibition?

[Yang Ling]: Every year I will see some progress and changes. The first feeling is that most of the pavilions this year are mainly in light tones, which may be an explanation of environmental protection, simplicity and fashion. The second is the addition of some new brands. Another relatively new place is that many sanitary ware companies have been insisting on the situation in a bad environment, and they are eager to wait for the results. I think this kind of persistence is very valuable. I think more bathroom brands should unite and spend the winter together.

[Reporter]: What kind of new products are displayed on the spot today, can you tell us about it?

[Yang Ling]: Under the limited height of the exhibition hall, we showed something more sophisticated. Some of our products are designed by designers who come back from the UK and are relatively high-end. Our president has been collecting winds and collecting information abroad, and wants to integrate foreign design concepts and leisure concepts into our products. At this exhibition, we want everyone to feel that the bathroom products are not only functional, but also have cultural connotations, backgrounds, design concepts, lines, and enjoyment and comfort.

Mondika's yacht collection is created in the context of a luxury yacht, which is extremely difficult to manufacture and has a very low level of imitation. The diamond of hope is designed with diamond as the prototype. It is very difficult to burn, and it is formed once. Basically, there are few companies in China that can do it. The Dream T-series series conveys the dreams of young people through the stage, allowing them to feel the dreams in the bathroom. We are pursuing the bathroom as a living space, not a functional space.

[Reporter]: So design is Huasheng's strength, and is Huasheng's core competitiveness?

[Yang Ling]: When any industry is just beginning, it is possible to integrate products in order to cater to channel production. But when a brand needs to develop, the product must be his core, and the company drives or expresses the brand concept through the product. Huasheng emphasizes fashion, youth and simplicity, and the product must be reflected in elements, colors and design concepts. Our goal of joining the high-end operation center is to attract domestic and foreign talents, constantly improve and display our products and brand culture.

[Reporter]: Has the R&D cost and product development cost increased compared with previous years?

[Yangling]: It should be increased by two or three times. The product is the vitality of the brand. No matter what kind of brand and positioning is boasted, if there is no core product to cater to, it is virtual to consumers, media and peers. Therefore, we are investing heavily in this area. Of course, this investment is also the basis for future brands. Including us to launch Hanshe this year, I want to tell you that in the future, we will cater to more fashionable, simple, and personalized things. Let everyone see this thing and feel it is Huasheng.

[Reporter]: How will Hanshe develop in the future?

[Yang Ling]: "Han" is a big Han nationality, and "house" is a family. This also indicates that the company's positioning gradually moves from the bathroom to the whole home and pan-home. Every business has a position of 5 years or more. In the next few years, you may see that the Huasheng Hanshe Store is a large-scale shopping center for the whole home.

[Reporter]: When will this plan be launched?

[Yang Ling]: Most of them are still in the planning process. Based on the current status of the company, I will implement our bathroom after it has become bigger and stronger. Of course, the previous research and development and market research have been carried out simultaneously, but it takes at least three or five years to launch the whole home.

[Reporter]: Looking at the first half of this year, what is your feeling about the market?

[Yang Ling]: Very light, very light, it should be said that all companies that do this industry brand will feel that this year's market is very weak. This is mainly due to the bank's monetary tightening and property control, and of course depends on the positioning of the company. If the company is only positioned in the primary and secondary markets, this year's performance will fall by at least 50%.

However, Huasheng has already prepared for it last year. The chairman proposed last year to sink the channel to the third and fourth-tier markets. Such markets are made up of counties and towns. Their self-built houses are not subject to the above conditions, and will be more and more. Moreover, the state proposes urban-rural integration or new rural construction, and their pulling effect is very large. This will be a blue ocean.

Judging from the market research and actual operation feedback made by Huasheng this year, there is a big increase in the third- and fourth-tier markets compared with the same period last year.

[Reporter]: What is the product positioning of Huasheng?

[Yang Ling]: Huasheng will go to the high-end direction in design concept and brand display, but we have popular prices. At present, China's high-end market is generally dominated by foreign brands, but in fact, in comparison with products, domestic and foreign companies are similar. For Huasheng, we want to create a banner for domestic brands through popular prices through products, design and future research and development.

[Reporter]: Just now you also mentioned the brand concept. What is the philosophy that Huasheng has always adhered to?

[Yang Ling]: Fashion is an element of our original positioning, but I will extend one to the front, that is responsibility, this is very important, and then slowly continue to fashion. Because our consumer group positioning is 80, it is not that the age must be after 80, people who can have a post-80 mentality are our customers. What is this group pursuing? What level do we want to achieve? We hope that this group with a young mind can feel that this thing was designed for him when he saw our products.

[Reporter]: How is the brand operation center in Xiamen now?

[Yangling]: The brand operation center in Xiamen has been implemented since last year. We have cooperated with high-end designer talents in Guangdong and across the country, including product design, brand promotion, market research and marketing.

[Reporter]: What do you think is the current stage of the industry?

[Yang Ling]: I have also done business in other industries such as home appliances. I personally feel that the sanitary industry is still in its infancy. In the 1980s and 1990s, people still thought that the bathroom was just a package, and they could have basic functions. Up to now, this industry is still in the initial stage of its development, its future potential will be greater than other industries, and the competition will be more intense. Now many companies in other industries have entered this market and have seen its development space.

[Reporter]: You have also done the home appliance industry before, and its development has been relatively mature. What do you think the bathroom industry can learn from?

[Yang Ling]: I personally think that the positioning of the company must be accurate, do not want to eat all over the size. Find the right positioning, the right market, the right product line to get the right one for the company. If I want to cover everything, I think it is impossible to do it.

[Reporter]: In what direction do you think the whole industry will develop?

[Yang Ling]: First of all, this industry will become more and more standardized, because competition will be eliminated, and there will be a strong confrontation, so the industry reshuffle will be advanced in the next few years. The purpose of industry reshuffle is to examine the strength of the company and the influence of the brand. Companies that have paid for the brand will certainly gain something. But if it is opportunistic to gain growth, it will be very sad. Therefore, enterprises must have their own core products and core competitiveness in order to survive.

[Reporter]: How long do you think it will be from this shuffling stage?

[Yang Ling]: In fact, this sign has already begun to be exposed this year. Large-scale reshuffles may start in the second half of next year or the following year. Just like the number of home appliance brands in the past few hundred thousand, even a prefecture-level city has its regional brand, how much is left after a shuffle? The number of domestic figures is out, so it’s just ten. The sanitary industry is the same, so now we must be a big brand. Enterprises must have their own strengths, have their own products, and have their own positioning. This is what I have always admired.

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