Recently, Suwalper released its new Disney wallpaper series officially authorized by Disney, including 11 new products including Disney Princess series, Mickey and Minnie series, Winnie the Pooh series and Pixar series, to develop the children's market and focus on the youth market.

Alan Kang (Jia-Xiang), general manager of Suwalper Wallpaper, was interviewed by NetEase Home at the event site. He said that in the Disney series of products, both product performance and environmental protection have been upgraded to meet consumer needs while creating demand. In order to promote new products and prepare for Double Eleven, this time Suwalper’ s new Disney products are sold on the Tmall platform using a sales method that is priced by square meter. The budget is the final account. While upgrading the product, it also upgrades the consumer experience simultaneously to promote sales. At the same time, it also accumulates word of mouth for new products.

Rich animation IP, environmental protection, and functional upgrades

NetEase Home Furnishing: Today we launch a new Disney wallpaper officially authorized by Disney. Please introduce this series of products.

Alan Kang (Jia-Xiang): Our new Disney products, in addition to rich animation IP, also focus on functional research and development and environmental performance. We mainly focus on two aspects: First, in terms of material, Disney series products all choose the most environmentally friendly wallpaper, including pure paper and non-woven fabric; Second, we will consider adding more functions to our Disney products in the future, such as anti-fouling and anti-mildew functions. Children like to draw on the wall, and it is easy to overturn when drinking juice. However, ordinary wallpaper is easily permeable due to water, resulting in wallpaper pollution and need to be replaced. Add stain resistance, wallpaper is easy to clean, don't have to rip it all off. In terms of the future development direction of Disney products, we will not focus entirely on the children's market, but will gradually change the products suitable for consumers as they grow up. For the Disney series products, we have launched, including the update of subsequent products, children's products account for about 60% of the market, and the remaining 40% of the products are more focused on teenagers aged 12-18.

NetEase Home: Suwalper started to cooperate with Disney in 2014, and the cooperation gradually deepened in 2016. When Disney brought abundant animation IP to Suwalper, what influence did it also bring to Suwalper?

Alan Kang (Jia-Xiang): In 2014, the cooperation between the two was Disney amusement Park; In 2016, in the field of wallpaper, Disney officially authorized Suwalper. Suwalper began to create local design, lead the digital trend, and strengthen the interaction with consumers. In 2017, Suwalper Wallpaper will use Disney's powerful IP culture to entertain with heart. 

Disney is an aircraft carrier-level IP manufacturing company in the world. In the cultural and entertainment industries, it has a great impact not only on the domestic market, but also on the world. Every new IP and the innovation of the original IP are based on the audience. Based on research, this is also what we discovered during our cooperation with Disney during this period. For example, in terms of color, Disney has different colors corresponding to different seasons in spring, summer, autumn and winter, which is impossible for a manufacturing company.

In addition, what Disney brings to Suwalper is not only the use of IP on products, but also big data.   Disney is built on big data and is also a leader in big data. It has a positive impact on Suwalper’ s design and sales methods, as well as corporate culture.

Create demand for consumers while meeting consumer needs

NetEase Home: What do you think of the current wallpaper market? What countermeasures did Suwalper take?

Alan Kang (Jia-Xiang): In the Chinese market, there is no shortage of products or designs, but a lack of awareness of basic needs. For example, now that there are more and more small apartments in first- and second-tier cities, we launch designs and products specifically for small apartments; now the customers who buy houses are mainly post-8090s. Their favorite style, color tone and function are the parts we need to adjust. In addition, Suwalper began to create some needs that consumers did not expect. For example, at home gatherings, some people accidentally spilled red wine stains on the wallpaper. For this aspect, do some functional processing. At the same time, we have also noticed that there are more and more basic functional needs such as heat insulation and mildew in summer. We want to solve the functional and essential needs of consumers, not just visual ones.

NetEase Home Furnishing: Does Suwalper have any examples of "creating demand for consumers"?

Alan Kang (Jia-Xiang): Consumers now have a broad vision and pay attention to uniformity in decoration. However, each business, brand and consumer have a different understanding of the decoration style. For example, consumers have installed American-style wallpaper and want to find a unified one. American curtains or flooring may not be easy to find. Now, after Suwalper launches wallpapers, it will also launch corresponding matching soft decoration products and corresponding construction, which consumers can take away. Every year, we will launch a series of products for this aspect, which can be sold in packages or as a package, which can be regarded as a vacancy in the market.

Preparing for Double Eleven, Online and Offline Integration and New Worry-Free Sales Model

NetEase Home: Double Eleven is approaching, and different brands have launched different sales models. What will Suwalper do on Double Eleven?

Alan Kang (Jia-Xiang): We will conduct a brand-new attempt. In addition to Disney's authorization, we have adjusted the online and offline sales methods of wallpapers. For traditional wallpaper, after consumers buy wallpaper, they must buy accessories, choose base film, and find professional construction workers to measure the area. The whole process is cumbersome. Suwalper’ s new attempt is to "solve all problems with one click". According to the usable area provided by consumers, it will launch clear quotations and corresponding services including wallpaper, accessories, construction, and loss, etc.  Consumers can easily calculate how much it will cost to decorate a room for children, and it is also very worry-free. We also want to test whether this method can be recognized by consumers through Double Eleven.

Suwalper Disney New Product Launch Ceremony

NetEase Home Furnishing: The integration and unification of online and offline is the future trend of 020 development. What is Suwalper’ s current 020 development status?

Alan Kang (Jia-Xiang): At present, the customer flow of Suwalper’ s major online platforms is relatively stable, but consumers have already experienced promotion fatigue; offline stores are also facing a situation of oversupply of shopping malls and a decrease in customer flow. Now, in order to solve these two problems, we have introduced a new 020 strategy: formulating comprehensive Disney service standards, construction standards, price standards, and product display standards, and gradually realizing the integration and unification of online and offline.

At present, Suwalper has 500 offline stores. The new Disney products released today will be launched simultaneously in 200 of the 020 experience stores; in December this year, full coverage of new products will be achieved; in January next year, Suwalper will develop more Disney products, while realizing the customization of all Disney products, and continuously improving the added value of products.

NetEase Home Furnishing: When it comes to customization, I know that Suwalper also cooperates with design masters, can you introduce it?

Alan Kang (Jia-Xiang): Suwalper has its own designer series, cooperates with design masters Ju Bin and Dai Kun, and holds designer events every year. Mr. Dai Kun's products have been on the market for 3 years, and the sales have been very good. Suwalper’ s new product designed by Ju Bin will be launched in December. The product he designed this time is quite explosive, with a different style from the past, that is, "not at all Ju Bin", and the colors are very diverse.