【 Background 】 18 March in the 10th China International heating, ventilation and air conditioning products and technology exhibition, Mori de HVAC equipment co., Ltd. General Manager Guo Geng had accepted soufun journalists. 24 March, soufun reporters once again Guo General Manager in depth interviews, in addition to a return visit to the exhibition results, further insight, also talked about Sen de next marketing plans. Guo General Manager said, Sen de four industry this year will be full flowering, to secondary cities in depth, to an increase of 20% of the year.
Interview memoir >>>
【Quality participant 】 Sen de HVAC equipment co., Ltd. General Manager Guo g
【 News 】 Wang Jun
【 Station 】 Sen de HVAC equipment co., Ltd.
【 Time 】 2010 March 24
Positive perspective market competition hope real estate market more healthy
【 Hunting home network 】 Guo total Hello, glad to interview you, on March 18, the tenth exhibition you accepted our interview. We see, in this exhibition we have a lot of enterprises, many of us Sen de own highlights. For you personally, you have to this exhibition which, through this exhibition you on 2010 and what analysis?
【 Guo Geng 】 I see in the exhibition, the last interview when he said, this time rather, and indeed there are many new brands, never heard of. That is some old brand did not participate in, so that more new brand publicity through this platform to market. You can imagine 2010 competition will be more intense, especially in our real estate and subject to regulation under the premise of the policy. But I feel that the regulation is not necessarily a bad thing, we still have a high-end brand, we do the benefits of a healthy market needs some competition.
If real estate is no competition, no matter how expensive your prices are not good House, you just bought your House, but not necessarily to buy a House. Good House not only on good design, but also by good construction and good product together, so a good House, you may also get a good design, but you can't get a good product, good construction, which is detrimental to the consumers. So I think the real estate market in 2009 should be unhealthy, I hope that 2010 will be able to see a healthy real estate market, you can see a healthy market for our products.
To push the environmental autonomous product emphasizes external technical localization
【 Hunting home network 】 I remember from the interview you two years ago, you said in addition to our traditional heating device, you have been developing other products, such as HVAC related products. And our efforts are focused on the market, does that mean that you have from two years ago saw the market changes have been made to a number?, do you think Sam de what are the advantages of the product?
【 Guo Geng 】 for new product development promotion, we began five years ago, but we have not invested great efforts, yet the entire market. But as our national energy policy gradually enhanced, this market is growing, and people's awareness of environmental protection are increasingly strong. Of course, the we campaign, members of publicity without publicity, media do without. We see far more than the domestic enterprises, awareness is also slightly higher point, five or six years ago we became aware of this issue, in view of this development the fresh products, to enter the industry.
We only do large developers, it can be said that the country now do constant temperature constant room system, we are his suppliers. Now, we import a part of the Sen de Netherlands company's technology, combined with our local community has made some adjustments. Western products and our different, foreign product came in through localization, to use, easy to leak, not adapted to our climate. Europe is a temperate climate, the temperature in the summer, in winter the temperature is relatively low. Our China especially Beijing this climate, high temperature and high humidity in summer, cold winter, taking two extreme temperature, in this case, we must be on fresh air ventilator to do some technical adjustments, and this is our first two years of a great localization development project. These products should have completed the localization of the last year, this year can be significant to marketing. This part of the product with our domestic does not the same, we now see all of the domestic market of the other brands of ventilators head was not enough, what does it mean? means air volume is very large, but sent not far away. Because fresh air ventilator need pipe to each room, you need to pipe, resistance is relatively large, head isn't enough, you sell something that is false, no effect. This idea with us, as always, is to be done to make the product, do some conceptual spoofing common people, this is not our philosophy.
p>Four independent industry and TE flowering vigorously into low-carbon energy industry
【 Hunting home network 】 as a media person, in so many years I have seen many companies, many of the brand in their advocacy efforts are made, as well as in product innovations are constantly moving forward. In this market background, Sen de do feel pressured, you think that in 2010 Sen de to make what breakthrough?
【 Guo Geng 】 I think this part of the pressure isn't too big, because generally speaking we either heating aspects or introduced to the energy and low carbon products, we also are at the front. Although we know that this part of the central heating is 2008 2009 more or less affected by the financial crisis, in particular we Jiangsu and Zhejiang area many enterprises have turned to the domestic market, first of all on the domestic market has a certain impact, on the whole we can keep 2009 has not declined, it is very good, in this industry is very good. Most of us is declining, but we can do not decline.
2010, I think we're pretty optimistic, in addition to heating, our other four independent industry begins to bloom. Fresh air is our main independent industry. The second independent industry is our geo-heat pumps, this part of our development focus of another. The third part is our solar, which is also the focus of our development, almost just say four, heating, fresh air, the GEO-heat pumps, solar energy. These four major independent industry development, is to combine our climate environment. Everyone knows the problem of carbon dioxide, carbon emission is too high, so we Sen de later important direction of development or to energy saving, low-carbon development to this aspect.
【 Hunting home network 】 Sen de Enterprise is in the process equipment and home decoration legs at the same time, you think solar and heat pump products will not be the tooling and retail markets are doing?
【 Guo Geng 】 we mainly to project-based, home is secondary, as with the other does not. Like solar energy, home, have a look, because the integration of solar energy in order to do so, otherwise it will affect the appearance of the city. We do not want an East-West one, don't want the roof are everywhere. We have no open in Beijing, because solar solar energy is attractive. Now the domestic sale of low-carbon energy tarpaulins, like sailing tarpaulins as vertical on the roof, this is not done, the system does not do this. We do solar is to immediately install the roof, flat or vacuum tube, close the roof, so that you do not feel this is the solar energy that is Windows. It is also not the pitcher on the roof, in the basement. Because of our solar system is the second time through the loop, which means that the solar inside water bath with what we really are separated by water, it is a dead loop, now with our low carbon products basically market saw a loop, I take a bath of water directly followed by solar heat pipe section, in the event section heat pipe broke you wash a bath without water. So we now not only works on the retail market has done, is doing the second system.
【 Hunting home network 】 you have worked out if our geo-heat pumps and solar system if both are used in a building facade, will give his power-saving benefits, how much do you think we have to pass this market development and high-end market cooperation?
【 Guo Geng 】 geo-heat pumps have a problem, I could say. Is the home of more trouble, because it in underground drilling, horizontal pipe, in which case there will be many people afraid of trouble, so home this in Northern markets is not good, but the South market very well. Because the South no heating, air conditioning in itself also requires that the GEO-heat pumps can solve two problems. One can solve the problem, the winter heating second can solve the problem of air conditioning in summer. Two problems at the same time, and energy-saving, it is usually used for air conditioning can introduce 35% of energy consumption, air conditioning with our normal. More than just heating up, this is a savings of 35% in summer, winter heating time saving more, especially in our northern region air conditioner, winter is very difficult to solve the problem. You must use with electrical heating, electrical heating, should be one quarter of the cost of it. That is the usual once electric household is 6 cents, we use the GEO-heat pumps, the heat of the once electricity, or the original once electric heat, geo-thermal pump may no cents. Probably a quarter 1 hair 5, so the Government is also actively promoting this kind of system, and now Shanghai we add a project, is a resort hotel's renovation, should also apply to the subsidies, this is the Government vigorously promote project, certainly has its way, instead of that concept. The reason is because it is energy conservation.
【 Hunting home network 】 I know Sen de products has been the constant innovation and lead the market trend, it is consistent with the direction of Government promotion. In the brand promotion, Sen de now in this industry already belongs to one of the leading companies, you feel that in 10 years, or the next few years is in brand promotion efforts in intensifying some?
【 Guo Geng 】 certainly do, Sen de is famous for the heating, our brand promotion in the coming period would also like to do a lot of work. Probably the last interview, I mention Sen de many products are not starting from scratch, there is a good basis for a good foundation is our support of the foreign company. Sen de in Europe in the United States has its own enterprise, internationalization advantages to resource sharing, we integrated some of China's market, some factories. Last year, we bring Tianjin a Samba de company mergers, mainly for the development of the GEO-heat pumps and air conditioners, and other such products, in order to complement our piece. Although we originally had begun this market, but they do better than we are, therefore, the integration of the two, but also our future development strategy. Not everything on your own
We make use of social forces, with the help of the Group's strength, doing so, the first is quality assured, the second is the action a little faster.To secondary cities in depth to 20% increase in sales of 5 billion
【 Hunting home network 】 we talk about a product, a chat, we know a brand industry good development, it is also important for the channel. US Sen de in exhibition also participated in many professional exhibition, may have also made good results, now might be a return visit process. So whether you are willing to disclose, the 2010 us such a channel construction project, including 10 years of our overall marketing objectives increase is about?
【 Guo Geng 】 channels that we had not too much attention to because we previously many products to engineering, engineering is Zhejiang Province. Regardless of any brand of direct marketing, engineering, channels. It would have to rely on the retail channels, so this year we had a lot of work to do, do channels channels to tier market, in front of you have said to the countryside, we do not have to the countryside, but we really ought to secondary cities expand, the potential for secondary cities or very large. My initial calculation, not counting the other part, on heating this old recreate this market is very large, you do not see the new heating new flats. We said a kind of urban II class city home renovation of this market is very big, so we work to do one of the key points of the channels is to go to the second city. I think 2010 is quite optimistic, our goal is not to be too much, we just want to grow 15%, 15% to 20%, this is our goal.
【 Hunting home network 】 you say all the projects?
【 Guo Geng 】 all. We hope that the total sales of almost 20 million.
【 Hunting home network 】 last question is about you personally, that I know you went to Sen de ten years, potentially Sen de is a very senior professional managers, we have been in the product and our brand process talked a lot, this time can you give us to disclose it as your personal in Sen de so many years, what is your ideal, future five years you think to Sen de made?
【 Guo Geng 】 said ideal this problem is too big, or talk about future vision. US Sen de now sales in about two billion, my future vision is within five years of the Sen de sales do four to five million. This limit is not mainly comes from heating, it mainly comes from our other three independent industry, I was very optimistic.
As far as I am concerned, I think, Sen de to heating market from pool to the degree of speculation, now that makes me very sense, after all, what are we seeing the benefits, the better the results. Ten years ago we were on the Board of Directors, Committee organization members to do their own heating and coordination do not reduce the price, not the price, then the lowest time radiator a sold seven bucks, now it's a piece of cattle, selling to about 30 dollars. There is a big gap. Why is the US labour costs, environmental costs, another is because our industry brand is booming, many cast iron small plants are off, because the share drop of cast iron. Market share declined to a certain extent, a lot of small plant closed, the large day would be slightly better than that. So, although I have done in Sen de 12 years, I still think this is my greatest achievements, not one that the Sen de to a degree, I think the sum on the market, bring to today, I'm still quite a sense of accomplishment.
【 Hunting home network 】 want us Sen de in 2010, in the next five years to be able to if you wish, also hope your personal career among them, the more smoothly, and also hope that you and the cooperation between hunting, more enjoyable, I would like to thank Guo total.
【 Guo Geng 】 thank you hunting, thank you.
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