Ma Xiaolong, Executive Vice President of Henry Dai (Hong Kong) Co., Ltd.
Reporter: Can you talk about some of the views on the home luxury market, and the soul of Henry's design and what kind of ideas do you want to convey to Chinese consumers?
Ma Xiaolong: In the furniture series of Henry Dai, we have always insisted on the direction of luxury goods. Is it a luxury, sometimes in the middle of consumer recognition, but we have been insisting on doing this direction. We believe that there is a good foundation in this respect. There are mainly several aspects. First, we always insist on using high-quality materials, which are real materials and real crafts. In this respect, we use the best wood, the best natural. Paint, the best shell, horn, diamond, stainless steel, metal, the comprehensive use is to create a real piece of real material, the real furniture is the first point.
Secondly, in the design, we combine the concept of Chinese and Western cultural exchanges, which is the combination of Chinese and Western civilizations and the integration of the overall home civilization. Therefore, it is possible to make a product that can be made by both Chinese and Western, and then make a product that can be made by a master. It can be placed in the same room, very harmonious, and harmonious. This is our direction concept, which is also a design idea that we Henry wears.
The third is in terms of brand management and integrity. In this respect, we have been really doing things, doing things in a real way, and doing real propaganda. Including products, publicity, use of materials, paint, we are all insisting on seeking truth from facts, we have not made false promises, or exaggerated, nor profit-making practices, do market plunder, do not take profits. We are insisting on doing one thing well, that is, doing luxury goods with Chinese characteristics and combining world home styles. This is the way we go.
Reporter: A good product can't be separated from a good channel to support. I want to know what kind of state we have reached in the construction of your channel in China.
Ma Xiaolong: Henry Dai has always insisted on taking the high-end brand construction route in the channel construction, which is to open a brand flagship store nationwide. We have opened brand-operated stores in Beijing, Shanghai, Hangzhou and Chongqing, each with an area of ​​about 4,000 to 5,000 square meters. This has the advantage that the first one has a full product display, the second one in these large cities, or only one in the regional cities, the third brand display of such direct stores is a good for our brand. The image of the promotion and branding process. Because it is simply to join, some market management is not good for the brand. Especially for the high-end, if you start to do the basics, you have to be correct, and you have to have a tone. This is one aspect of us. In the second aspect, although the investment is relatively high, we have gained valuable experience and accumulation in the protection and promotion of the brand in terms of self-employment. In this respect, we feel that we have such a high-end brand route. The idea is to persist, but also to continue. Next, we may develop the franchise chain in the country, but we will use another series, or another brand to do the franchise chain, so as to ensure the balance between the key image and the national network layout, this is the way of thinking.
Reporter: Do we think that there are still expansion trends in our own stores, especially in key cities?
Ma Xiaolong: Some may be. The first city we went to was China's super-large city, and the second was a regional key city with emerging economic development. Such places may include, for example, Chengdu, the leader of the southwest, Chongqing, the leader of the new western municipality. For example, there is a place in Inner Mongolia called Erdos, which is a very economically strong place. It is not excluded that we may open a store there because it is necessary to cooperate with the market. But the number will not be much, mainly to play the role of image brand and benchmark, so that consumers can know us, if we do too loose, we may not have such great energy.
Reporter: There is still another problem. In the first half of this year, we continued to communicate with the heads of home furnishing companies. Many people said that the market in this year is actually fluctuating and still has great fluctuations. I want to know whether the performance of the home market under this real estate market has had a certain impact on the companies we have positioned like this.
Ma Xiaolong: Home furnishing is the end of the real estate industry. Real estate is the front end. Its high and low volume, high or low turnover will directly affect the high and low of the home. Even its floor plan will determine whether a certain category of homes will be popular or have a major impact. I think the impact on terminal homes and low-end homes in this area is very big. I heard that 30% of enterprises this year will have a 30% reduction compared with the same period of the previous year. I think it may be mainly in such products, especially the relatively low-key, the lack of good technical content, brand protection, or the impact of companies that do not have innovation and cost-effectiveness will be quite large, because the market is always The amount is shrinking. However, there will be a ray of sunshine in the middle of this shrinkage. That is, the high-end products that are really designed and have a very good reputation among consumers have not been affected by such influences and have not been affected or involved by the market.
The Da Vinci incident in the industry is now an act of dishonesty. Market dynamics are inherently an inverse. This counter-offer should be hit now, or in the future. But now in this situation, maybe everyone will have some understanding of him or the industry or know the above bias. But I think it is just a phenomenon that will not affect the industry. The second company that insists on design, adheres to the brand, and adheres to the policy market will certainly laugh at the end and do its best.
Reporter: The last question, I think you can give us a look into the future, by the end of this year, your estimate of the trend of the entire market, and what kind of company Henry Wear will develop in the next five years.
Ma Xiaolong: The first one I want to say about our expectations, we must have made independent research and development innovation, real material cooperation, brand communication and dissemination, in China can become a representative of China's home luxury brands, can spread to the world, I have a Chinese brand in the voice of luxury homes around the world. I think this is a dream and a goal for us. We have been working hard on this road.
The second kind of market reaction like this year must be that the competition is more intense and the pattern of reshuffle will be more turbulent. Those who do not have the core strength, just follow, or the company that follows the situation will be eliminated. Those who stayed are those who are strong, are in the product, R & D and manufacturing strength, or market operations, have a certain strength of the enterprise.
Reporter: We will always pay attention to the development of Henry Dai, and hope that we can achieve better results in the future.
Ma Xiaolong: We also need your help. After all, you are a big man.
Reporter: Thank you, Ma.
Ma Xiaolong: Thank you.
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