Ma Changxin, Project Manager of Silken China, March 31-April 3, 2014 China International Hotel Furniture Fair opened at Shanghai New International Expo Center. As a major event in the hospitality industry, the four-day event brought together exhibitors and visitors from around the world. The report team directly hit the scene to showcase the latest products and developments in the hotel furniture industry. At the exhibition, Ma Changxin, project manager of Silken China, was interviewed. []: Hello, Ma total. At the hotel furniture exhibition today, what new products have you brought with you? [Ma Changxin]: Because it is a hotel supplies exhibition, the products are mainly for the hotel market, such as the products we provide to InterContinental Hotels, Fairmont Group, and so on. Because each hotel's appeals and design requirements are different, we will make special designs according to the requirements of customers, but the core technology of all these products is the silk spring induction spring technology, which is currently in the whole bed. The pad industry should be the most advanced. []: So what is the current brand development of Silian in the Chinese market? [Ma Changxin]: Silk sales are divided into two parts, some of which are civilian products and some of which are hotel channels. Civilian products have developed very fast in recent years. We have our own direct stores in Beijing and Shanghai. We have opened nearly 100 stores in other places, all of which are working with dealers. Civilian products are also divided into two series, some of which are imported. We import many products suitable for Chinese consumers from the United States, Australia, Thailand, etc., and the other is our domestic products. []: I have seen a lot of brands still attach great importance to hotel channels, so which of the hotels and civilian channels of Silian will be more inclined? [Ma Changxin]: At present, the proportion of civil use is still relatively large, accounting for 60% to 70%, and the hotel is 30% to 40%. Hotel products can be quickly made up, like the nature of wholesale. However, from the popularity of a brand and the actual experience of customers, the retail market needs more solid and basic things. We are already the largest in the world, but still relatively young in China, so I hope in the next few years. Make silk silk into China's largest mattress brand, we don't want to be fast, don't ask for how much to do in the short term, we must solidly display the popularity in the retail market, including the hotel market. Cooperation. []: A few days before the World Sleep Day, consumers have begun to pay attention to the topic of healthy sleep in recent years. Have we created some conceptual products for the concept of healthy sleep? [Ma Changxin]: From the whole industry, the biggest strength of Silian's R&D investment is in the mattress industry, and it is also the largest investment in the world, which is how to solve everyone's sleep problems. Our spring system is the most suitable for the support of the human body, and has a very good fit with the curved bones of the human body. These are the products we have made through the development of quantitative data. []: What trends do you think the mattress products will generally develop in the next few years? [Ma Changxin]: I think quality is a basic thing, because more and more consumers are paying attention to mattresses. We Chinese people can even sleep on a wooden board, but everyone will pay more and more attention. Of course, it is important to pay attention to what kind of technology is beneficial to the body. This also requires a process of guidance and education, so what we are doing now is also such a work. In the future, we must first provide a good quality mattress, and then we must increase research and development, because the core technology of our mattress is spring, let our spring system more adapt to the support of the human body, bone engineering, etc. This kind of technology is not a gimmick, it is really to let everyone know. []: Just released the "2014 mattress product evaluation report", we found that many consumers are still the most fancy price when choosing mattress products, more than 60% of consumers prefer to buy products below 5000 pieces. How do you view consumer demand for mattress products? [Ma Changxin]: Everyone realizes the importance of health and realizes the importance of sleep. But what kind of mattress is chosen is really beneficial to your health and sleep. This requires a period of guidance and market promotion. Silk must guarantee quality, and China can't let quality change. We can't lower our quality standards in pursuit of short-term profit and market. Therefore, although we are currently at the price of the pyramid at the tip of the pyramid, the consumer population is still relatively small, but I believe that the consumption will gradually expand. Most people are now positioned below 5,000. I believe that more and more awareness of healthy investment will increase, and more and more people will be willing to spend money on mattresses, because this is health, this is the future. . []: The situation of our civil channel construction is still good. Will it expand further this year, and how many stores are planned to open in the country? [Ma Changxin]: These specific figures should be that our retail colleagues have more control, and my information channel should be developing very fast. At the beginning of last year, we only had 30 stores. By the end of last year, we had grown to more than 100 stores. We can appreciate this speed. Our goal this year should be to double this time.
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