Morning paint: take the road of differentiation to stand out

Synchronized with the evaluation of the top 500 developers, the 2014-2015 China Real Estate Development Enterprise Top 500 Preferred Supplier Brand Competition, known as the "Oscar" pageant in the field of construction, was officially launched in November 2014. This event has been held five times in a row, in 2015 as scheduled to hold the sixth "top 500 developers preferred supplier brand" evaluation activities, by the China Real Estate Research Association, China Real Estate Association, China Real Estate Evaluation Center, by virtue of authoritative, professional, objective and impartial professional evaluation, the survey resulted in a high market share of building materials products enterprises, and in March 2015 held 500 strong meeting, issued brand reports, for real estate enterprises to provide the best reference for procurement.
Sina Real Estate (Weibo) took this opportunity to interview The Chairman of Jiangsu Chenguang
Coatings
Co., Ltd
Mu Guoyuan
.
Jiangsu Chenguang Coatings Co., Ltd. Chairman
Mu Guoyuan
Sina Real Estate: In 2014, the real estate industry in-depth turn, the industry's internal and external environment has changed. What opportunities and challenges do you see as the integration period approaches? Is the industry affected?
: From the
situation in the industry, we still have a sense of crisis. But in terms of performance, morning paint 2014 was very good. From another point of view, the decline in the real estate situation for brands such as Chenguang, is also a great opportunity. Because after the decline in real estate, there are some real estate enterprises increased competition, but will re-select large supplier brands, so that some non-brand small enterprises will be eliminated, often these enterprises rely only on advertising promotion, internal strength, lack of integrity, lack of service, lack of quality control capacity, and eventually there will be a break in the capital chain.
to the big old brand enterprises, product quality is stable, high degree of integrity, industry reputation is very good, in the face of market adjustment can be better coping, cooperative relations are more stable. Why our enterprise in the last year has not been hit, mainly due to the quality of products, the old customers are more proactive, and actively implement policies and measures to protect the old customers.: How's your company's engineering market performance this year? What's changed from 2013?
:30
compared to 2013 results. Why such a big increase? There are two main aspects. First of all, the innovation ability of morning light coating is relatively strong, the core technology of the product is novel and attractive. For example, our reflective insulation coatings, in the industry's first-line brands are very advantageous.
second, take the road of specialization, differentiation, morning light coatings have taken a differentiated way of competition, the main push reflective insulation coatings, ordinary
wall coatings
we give up a part. In reflective insulation coatings, we have the most core technology, from product research and development, the development of national standards, the preparation of technical procedures, the development of skills application software, as the saying goes, first-class enterprises set standards, second-rate enterprises to do brand, third-rate enterprises to spell prices, morning light obviously belongs to first-class enterprises, large developers will usually choose to be able to set standards of enterprises.
2014, we put more effort into making things more advantageous, or better than other coatings, and these products are also a way to differentiate the competition.Real Estate: In the past year, in addition to products, what other concentrated efforts to meet the needs of the engineering market, to deal with industry changes?
Mu Guoyuan
: mainly in our construction and one-stop service. Morning light systemic services from the design source to start to intervene, in terms of products we have an absolute advantage, we through the tour of the bid, publicity, on-site guidance, such as the systematic implementation of the program. Morning light targeted training representative housing enterprises in many aspects of training construction, morning light will carry out on-site guidance, we have more than 3000 construction personnel.
Real Estate: Systematic solutions become an industry trend. What do you think are the obvious benefits of one-stop service for both supply and demand? What are the drawbacks?Mu Guoyuan
: the advantage is to avoid the phenomenon of mutual rip-off, otherwise once the project problems, some construction enterprises push away that the material is not good, materials enterprises will think that the construction is not good. One-stop service developers can directly rely on the contract to find responsible enterprises, direct docking to solve the problem. The disadvantage is that it will involve some interests within the enterprise, so that some enterprises can not be shortlisted, but this situation can not be avoided.Real Estate: Under the rapid economic development, the quality of building loopholes. As the fundamental element of the house, what are the standards for enterprises to ensure product quality? What are the innovations in implementing the full life cycle of a building?
:
First of all, I think the bidding unit should set a certain standard, that is, homogeneity and price to enter the final, there must be a certain threshold. Some developers and enterprises to do the issuance of enterprises with do scale, do brand enterprises together, fish and dragon mixed, not objective enough.
in product quality control, the most basic principle of morning light is that each batch is inspected to ensure that each batch has no color difference, do not rework. On this basis, to ensure that the quantity of timely construction, to ensure the completion of Party A acceptance, to ensure that the project product service life is long, good UV resistance, do not fade, do not crack, acid resistance performance is good, low maintenance costs, the best decorative effect.
Real Estate: What is your company's position in the industry? What are the core competencies? What are the characteristics compared to other industry leaders?
Mu Guoyuan
: As a 26-year-old enterprises, morning light exterior paint in the country has been the leading brand, but also has been ranked first in the industry. Enterprise engineering cases, good product quality, good word-of-mouth, this is our core advantage.: What is the proportion of the engineering market in your company's business? With which major developers have reached strategic cooperation agreements? Will the engineering market expand in the future?
: The share of
project is about 50%. With Vanke, Wanda, Greenfield, Poly, Green City, Global and so on, the country's large real estate groups have cooperative relations. In the future, the proportion of construction will be reduced, do more feed, that is, increase the supply of materials, so as to expand the surface and output, after a large amount of prices can be moderately preferential, but also for customers to reduce some costs.
: all-green production, standardized procurement, cost optimization and other issues are the most direct problems before both supply and demand. What are the challenges we face in working with developers? What contradictions do you find common in working with developers? And how to solve it?
Mu Guoyuan
: Some of our developers will "pay for housing", because in the big situation, this phenomenon can not be avoided. This is the whole environment, we must share the difficulties with Party A. Of course, in the process of cooperation with many honest and sincere housing enterprises, there is no major problem in cooperation.
Sina Real Estate: As an important part of the industrial chain, Sina Real Estate hopes to use the Internet advantages to promote efficient docking upstream and downstream, optimize selection, and promote sunshine procurement in the real estate engineering market through the evaluation of the "Top 500 Developers Preferred Supplier Brands". Would you like to send a message to this top 500 preferred supplier assessment activity?
Mu Guoyuan: "Top 500 developers preferred supplier brand" evaluation activities are a good platform, so that brand enterprises strong joint, to achieve win-win results, it is a mutually beneficial work. Morning light is now also taking a number of policy options, especially in 2015, we consider that the economic situation will not be very good, will be targeted to take some list of preferential policies. Principle is all obey the market, around the requirements of customers, reflecting our friendly service, to achieve the greatest customer satisfaction.