In 2015, the development of the home furnishing industry has both traceable judgments and a variety of uncertain factors. The penetration of the Internet into the home furnishing industry, especially the impact and influence brought by the mobile Internet, almost makes it difficult for us to view this industry according to the usual logical thinking.In this context, the existing structure of the industry, as well as the power structure may produce significant changes. Conflict and conflict, cooperation and alliance, innovation and change may occur in a way we do not expect. Therefore, we need more vision can penetrate the industry fog, more hope to hear the industry's truth.

In 2015, Sina Home Furnishing News Center made a heavy planning. The "Truth 2015" series will have an in-depth dialogue with the top business leaders and smart entrepreneurs in the home furnishing industry. Through our dialogue, thinking and records, we will try our best to show the true and objective development context of the industry.Alan Kang（Jia-Xiang）, the general manager of Suwalper Wallpaper, loved history but read about finance by mistake. Later, Suwalper played in the wallpaper industry. Alan Kang（Jia-Xiang） has demonstrated the importance of responsibility and strength with his actions, from a major he doesn't particularly like to work for to an enterprise at the helm.

Keep a steady step and grasp the wind of development

Alan Kang（Jia-Xiang） officially entered Suwalper Wallpaper in 2006. He believed that the company had made the right decision to enter the mainland market in 1996 before that. For a foreign-funded wallpaper enterprise, entering the mainland market in the 1990s was a bold and correct choice. Alan Kang（Jia-Xiang） believed that the time point at that time was a wind outlet for development, and Suwalper just chose the mainland market following the tide of the times. When talking about this, he said with a smile: "Compared with other Taiwan enterprises, Suwalper entered the mainland market very early. If I took the money used to open a factory in 1992 to buy a street on Nanjing West Road, I would now be the local owner and wait to collect the money."

Entering the Chinese market at that time was a performance of participating in the rapid development of China, but that time point has gone forever, and no one knows when the next time point is for what, so it is an important factor for the future development of enterprises to seize the wind of development, Alan Kang（Jia-Xiang） believes. Doing the right thing at the right time accounts for 60% of the development, and the remaining 40% is the inheritance of the team. Each company has its own corporate culture and spirit, and the team is an important carrier of the soft power of inheritance and continuation; In addition, the guarantee of product quality also needs the strength of the team.

Having been operating in the wallpaper industry for many years, he has experienced stock market shocks and financial crises, and has seen more ups and downs of the company. Many famous companies at that time disappeared in the fluctuations or were on the verge of survival. In response to this phenomenon, Alan Kang（Jia-Xiang） said that a steady pace is inevitable. As the leader of a company, every step in the future will be steady development, and limited resources should be used to do what should be done at a specific stage.

Stick to the bottom line and do what should be done at each stage

Where there is light, there must be darkness, and there is always a stain behind every industry. The Wallpaper Association recently released a news that exposed the phenomenon that the omission of the last drying process in the production of wallpaper led to the uncertainty of the product and many problems in the later period. In view of this situation, Alan Kang（Jia-Xiang） believes that "it is incredible". The phenomenon of jerry-built works and materials often occurs in the industry. However, the wallpaper cannot be completely dried without opening the oven, and the heavy metal formaldehyde and other substances cannot be volatilized. It is not only easy to get moldy in the later stage, but also has certain harm to the human body. "I have never known that it can save costs in this way for decades, and I am really shocked"!

Alan Kang（Jia-Xiang） said that no matter what, we should be an enterprise with a bottom line and integrity. Time can test the truth. Alan Kang（Jia-Xiang）, for example, said that there were more than 100 wallpaper companies in the United States at the peak of the wallpaper industry. Now there are only a few companies left, not because their market is completely gone, but because only a few companies are left to share in the market. He stressed that the reason why these enterprises can exist is that they can achieve the highest cost performance under the basic bottom line of integrity. But after a little time, someone will always find your good, and you will not be eliminated.

Referring to the booming wallpaper market in recent years, which is in good condition and has the highest share, Alan Kang（Jia-Xiang） said calmly, "We dare not say how large the scale has been, nor what the industry will become in the future, but I think survival is the first, and then how to find a suitable position and direction in the living conditions", He believes that we should be clear about the mid-tier positioning of Suwalper in the retail terminal market at any time and do what we should do at each time.

Layout e-commerce to balance online and offline interests

Last year's Double 11, Suwalper Wallpaper participated in the shopping carnival for the first time. Alan Kang（Jia-Xiang） said that Suwalper started e-commerce relatively late, but still has its own goals. The goals set at the beginning of this year are the top five e-commerce platforms and the first offline brand. The reason for setting this goal is that entering a new field requires a lot of adjustment, and price conflicts, online and offline conflicts need time to resolve.

Doing online product sales will damage the interests of dealers, which is also the fundamental reason why many dealers resist e-commerce. In response to this phenomenon, Alan Kang（Jia-Xiang） said that such a phenomenon does exist, and Suwalper Wallpaper is also gradually making online and offline adjustments. This adjustment is similar to the offline integration mode of Tmall. It strengthens the O2O special session and integrates offline dealers into the special session, which can not only ensure the online benefits, but also be of great benefit to dealers.

Alan Kang（Jia-Xiang） told the reporter that Suwalper Wallpaper has started to mobilize dealers to join the ranks of e-commerce. This year, Suwalper Wallpaper has carried out several in-depth communication meetings with dealers, told dealers about changes in the market environment, and guided dealers to change traditional marketing ideas and service chain models. Alan Kang（Jia-Xiang） said frankly that Suwalper Wallpaper hopes to upgrade its dealers to new ones that can better adapt to the future home consumption market by transforming the traditional supply chain and service chain. According to the performance of the Double 11 this year, the effectiveness of the communication meeting has been reflected. This year, about 200 dealers joined us for the Double 11. Alan Kang（Jia-Xiang） thinks that this is also a kind of progress.

The lack of standards requires multi-channel layout in the shuffle stage

Turning to the development trend of the wallpaper industry in the future, Alan Kang（Jia-Xiang） said that the wallpaper industry will experience a real reshuffle in the next two years. A number of enterprises must disappear, stop production or semi stop production, and some enterprises will be better. In addition, due to the close cost lines, price competition has no more significance, and enterprises will compete more from the product level and channel level. Alan Kang（Jia-Xiang） expressed confidence in his future development. After all, he knew what his position was. He said that in the future, a single channel will not work, and more will need multi-channel layout. He will seek a single breakthrough through e-commerce, designers, and home decoration companies, so that consumers can understand wallpaper and Suwalper wallpaper, and put some conceptual things into consumers' minds.

As for all kinds of chaos in the industry, Alan Kang（Jia-Xiang） believes that the very important reason is the lack of industry standards. "The wallpaper industry is not big, and it has a scale of tens of billions, but now we still use the wallpaper standard of 1997, which is a reference to Japanese regulations in the 1970s. You have a completely different system in 2015, so how can you use the then laws and regulations?" When it comes to the current situation, Alan Kang（Jia-Xiang） is more deeply helpless, "There is no clear product standard, no standard to follow, and everyone is actually very painful".

Whether it is the elimination of natural laws or the national quality inspection standards, even the elimination is not justified without the introduction of standards. 70% of the retail market in China is non-woven paper, but there is no standard for non-woven paper after the advent of non-woven paper for so many years. The standard of PVC paper is still used. "How can the standard of PVC paper be consistent with that of non-woven paper?" Alan Kang（Jia-Xiang） seemed excited, However, it is also expected that the government will pay attention to this issue, "I hope that at this stage the government can do something to clearly formulate the standards of real industries or products"!