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(Reprinted from SouFun) Qianchuan Wooden Doors Luo Zhengren: Expanding the product line to try to meet consumer demands

　　http://www.soufun.com Real Estate Portal - SouFun 2009-03-25 19:27 SouFun Home World Wang Lijun View Comments

　　[Summary] This year we have developed dozens of new door models for the entire company, all suitable for young consumers, with prices relatively moderate, under 1000 yuan. We expect a large sales volume. Young consumers in first-tier cities are very good, and consumers in second- and third-tier markets can also purchase. The key consumption areas are still second-tier and first-tier markets.

　　[Wang Lijun] The booth of Qianchuan Wooden Doors is beautifully and distinctively arranged. We hope you can take this opportunity to introduce to our vast online users and consumers the new products brought to this exhibition? Also, what is the main goal of our participation?

　　[Luo Zhengren] We mainly brought four major product types to this exhibition: one is European-style solid wood doors, the second is Chinese-style solid wood doors, the third is antique-style solid wood doors, and the fourth is more modern products suitable for young consumers, with prices suitable for the working class. Solid wood doors are more suitable for high-end consumers. Our dealers sell our products, which cover a wide range and types. A single showroom can have high-end and mid-range products. Our product line is quite extensive, so the showroom is also large, at least 120 square meters to fully display our company's products.

　　[Wang Lijun] Under the overall economic environment in 2009, many companies have made many adjustments in brand marketing and product creation. What innovations have we made in 2009?

　　[Luo Zhengren] This year we have developed dozens of new door models for the entire company, all suitable for young consumers, with prices relatively moderate, under 1000 yuan. We expect a large sales volume. Young consumers in first-tier cities are very good, and consumers in second- and third-tier markets can also purchase. The key consumption areas are still second-tier and first-tier markets. Our dealers do not need to worry about losing customers as long as they can clearly explain our company's products and situation to customers. Customers are very willing to accept our products. Our company has a 12-year history in making wooden doors, so our product range is wide and product line long.

　　[Wang Lijun] After many home furnishing companies adjusted their products in 2009, each company’s CEO may have different views on the development situation in 2009. What is your personal view on the development of the wooden door industry in 2009?

　　[Luo Zhengren] The wooden door industry developed relatively late. The home furnishing industry started in the 1980s, the flooring industry in the 1990s, and the wooden door industry only began in 2000. The demand for wooden doors varies greatly, so it will be like the home furnishing industry with many factories nationwide producing. Unlike flooring, which can be mass-produced by a few factories to meet national demand, wooden doors and home furnishings require many factories due to large differences and lack of standardization. Wooden doors also have regional differences. Our company will definitely bring new business opportunities in the post-disaster reconstruction in Chengdu, Sichuan. Currently, our company has received orders for over 60,000 sets of doors for reconstruction. So for us, sales in 2009 will rise, not decline. For other wooden door manufacturers, overall sales should increase. Since the wooden door industry started late, it has not reached saturation, and rigid demand is still large. Although the financial crisis has some impact, overall demand has not decreased. Previously, doors were made on-site, but now people recognize that installing finished doors works well. Promotion has moved from first-tier to second-tier, then to third-tier markets, and finally finished doors are increasingly accepted. Therefore, total sales will increase. Our company is relatively low-key in product image, so the impression may not be very strong, but we are indeed very capable. We have newly built a factory with a building area of over 60,000 square meters and an annual output value of 300 million yuan, which many companies cannot achieve.

　　[Wang Lijun] Thank you for accepting our interview, and we wish Qianchuan Wooden Doors even better results at this exhibition.

　　[Luo Zhengren] Thank you.