The shocking masterpiece of Jianghu Building Materials Alliance, the new way of Internet building materials is coming! On the evening of January 30th, Jianghu Building Materials Alliance Summary Meeting and 2015 Annual Launch Conference was successfully held at the headquarters of Hangzhou Delixi Group. Bao Xiu-Jie, Chairman of Hangzhou Delixi Group, Zhang Xiao-Ling, President of Bell Flooring, Liu Li, Operation Director of Auduo, Wu Xing-Jie, Executive President of Aopu, Lu Fang-Wu, Sales Director of Moen, and other "sub-ruler" representatives of Jianghu Building Materials Alliance attended the meeting and concluded in the past, looking forward to the future, and meeting business opportunities. Fang Tianxia, as the media present, reported the meeting and interviewed some sub-head representatives to discuss how to provide consumers with an innovative one-stop shopping experience in the era of home building materials 2.0 with new ways of playing.

Guest: Alan Kang (Jia-Xiang), General manager of Suwalper Wallpaper

[Fang Tianxia]: Hello, Mr. Kang. Welcome to Fang Tianxia's interview. Jianghu Building Materials Alliance has entered its third year. I would like to know when Suwalper Wallpaper joined Jianghu Building Materials Alliance, and why did you choose to join Jianghu Building Materials Alliance？

[Alan Kang (Jia-Xiang)]: Our Suwalper Wallpaper joined the Building Materials Alliance before Double Eleven last year, around October. Of course, we formed a relationship with Jianghu Building Materials Alliance earlier. Many building materials brands have cross-industry under the original big environment. There are quite a lot of offline learning, offline marketing models, and interactive learning of management models. In the process of such a relationship, we began to think whether the e-commerce platform will become an important sales channel for building materials in the future. Two years ago, although Suwalper was not in it, we learned about the development process of Jianghu Building Materials Alliance in private. At that time, the founding companies included Delixi, Auduo, Bell Flooring, etc. Under the impetus of these companies, Jianghu Building Materials Alliance began to be established. The purpose of the Jianghu Building Materials Alliance itself is to establish a joint promotion on the e-commerce platform and a bundled sales of building materials. To put it simply, how to sell goods to consumers is a basis for the development of Jianghu Alliance. With the gradual growth of the Jianghu alliance, more companies need to join in each brand column, home decoration main material or auxiliary material column, so we gradually add new items to the entire home decoration main material and auxiliary material. Suwalper Wallpapers, including Moen and Zhibang at that time, we all joined the Jianghu Building Materials Alliance platform at the end of the third quarter and the beginning of the fourth quarter of 2014. Although it has not been long since joining Jianghu Building Materials Alliance, we can feel that the cohesion of Jianghu Building Materials Alliance itself is very good. Because it has a very concise development foundation, it is not a chamber of commerce organization, it is not a loose communication platform, it is very down-to-earth. We hope to do something on the e-commerce platform, so from the early days of our establishment, we exchanged and visited each other from the upper-level company leadership level to the company operation level, and to the practical level.  A business learns from each other and grows a lot. Jianghu Building Materials Alliance uses Jianghu Card online to jointly create activities with Tmall or other e-commerce platforms, which also made Jianghu Building Materials Alliance have extraordinary achievements in 2013 and 2014.

[Fang Tianxia]:  The power of Jianghu Building Materials Alliance has emerged in the Double 11, what is the main mode of cooperation in e-commerce?

[Alan Kang (Jia-Xiang)]: Of course, there are many online models. I will use the form of teamwork to participate in Juhuasuan together. I may use the method of online mutual diversion to divert and guide all the UV numbers of visiting e-commerce netizens. Give these owners who need home decoration more convenience in consumption, and even discounts in quality and price. The process of diversion between Jianghu alliances, I think this is the first step in the development of Jianghu alliances. We are re-discussing the innovation and establishment of the model every year, so I think that in addition to strengthening the operation level in 2015, the e-commerce platform in the future must gradually go offline for better development. Explore the O2O model. This O2O development model, or what we commonly call an online display, publicity, experience, and even direct ordering still must transfer to offline services or offline experience, etc., especially building materials are unavoidable. In all the large industrial circles and industrial chains of building materials, I believe that the home furnishing industry is a very large livelihood industry. According to incomplete statistics, it is also a market of over one trillion yuan. Under the general trend of smart home in the future, we can see Midea air conditioners and Haier home appliances. These companies with a value of over 100 billion are in a trillion-dollar market. Our market is also in a trillion-dollar market, but it is rare to hear companies that have exceeded 100 billion in the main and auxiliary materials of home decoration, and there are even very few companies that have exceeded 10 billion. Why is this? I think a lot of it is because building materials really need a lot of feelings, a lot of construction, and a lot of experience in the way of consumption. If some things that can be done online can be done online, and things that can be done offline can be done offline, and integrated through an O2O model, I think it is possible to form a larger industrial chain of building materials in the future or It is said that the development of Jianghu Building Materials Alliance itself can also change the current situation that some building materials companies are small in scale, large in market share, and too fragmented.

[Fang Tianxia]:  You just mentioned the experience of diverting from online to offline. I would like to ask Mr. Kang, do you think such a concept and process are feasible? Because when I was chatting with other high-level executives in the home furnishing industry, they felt that people who often shop online have become accustomed to online consumption. In what way do you want to give them some relevant discounts online, let them take the online discounts and then import them offline, and then go to the store to experience and consume.  Some home furnishing executives feel that it is not in line with their original intention. Their original intention is to consume online. It is impossible for them to consume offline later. How do you understand this？

[Alan Kang (Jia-Xiang)]: Building materials cover many fields, and the home furnishing field is subdivided into many sectors, including furniture, construction, main materials and auxiliary materials of home decoration building materials, and other different fields. For the industry of main materials and auxiliary materials of home decoration that most enterprises of the Jianghu Building Materials Alliance are in, they cannot be separated from construction, and they all need people to provide services. It is not like we usually consume online. You only need to choose what you like online. Product, suitable price, and the product can be delivered to your home with just a click of the mouse. I think only human services can be broadly defined as an online and offline cooperation and model. Before the early online platforms matured, the online price comparison process and the process of understanding products all needed to be done offline, so the cost of searching for consumers was very high. If I want to compare the quality of wallpapers, I may have to go to different markets in different cities to learn about different brands, and then learn about different crafts, and finally decide what kind of wallpaper I want to trade. Although some work can be done online, there is no way to do price comparisons or classification comparisons on brand materials. But now that there is such a model as an e-commerce platform, these tasks can be completed offline. Even if you just place an order after comparing online, whether you can have good service and after-sales service at home depends on whether the brand can bring terminal services offline. If O2O is only defined as online ordering, the offline experience is a bit one-size-fits-all, which is unscientific.

[Fang Tianxia]: In the development process of Suwalper wallpaper, what do you think are the main problems that restrict your development, and what are the links?

[Alan Kang (Jia-Xiang)]: Wallpaper can be regarded as an industry with a relatively fast development momentum in e-commerce, because there are some limiting factors in the offline development of wallpaper, such as relatively opaque prices, relatively low industry concentration, and low brand awareness in the industry, so it is convenient for online development. Many consumers have compared prices and learned about brands. Wallpapers have indeed developed rapidly on the Internet in the past two years. The same is true for restricting our development. Wallpapers must be provided with offline construction services, and the requirements for construction services are still quite high. Whether the products can be handled well, and whether the wallpaper construction can be done well requires the master's skills to be relatively high, so the original Suwalper’ s e-commerce platform is only responsible for selling goods. The after-sales service after the sale is irrelevant to me whether the construction is perfect or not, which has caused many customers to misunderstand us.   There is a problem with your wallpaper. In fact, there is no problem with the wallpaper. From our on-site survey and pictures, we know that 80% of them are problems with the wall or construction. If we can't provide consumers with a perfect service experience, this will last forever. There will be such a misunderstanding that people who have consumed Suwalper wallpaper or consumed wallpaper on other platforms feel that wallpaper is not a good product. In addition, wallpapers are the same as many building materials. We are all products with relatively large volume and relatively low unit price, so the cost in terms of logistics and distribution is relatively high. This is also some of the problems we are currently encountering. The problem, I think O2O is more important, no matter through dealers to provide offline services, or through the offline platform of home improvement companies to provide some services, they all need logistics cooperation mode, construction, and after-sales problem handling mode. I'm also quite surprised. Now there are even some small tooling customers, such as a small hotel or restaurant. They already think that the e-commerce platform is very convenient for them. They take the initiative to find us. How can we cooperate? Can we invite local dealers help us with logistics, after-sales construction, and warranty commitments. I think online and offline must be completely integrated in the future. There is no such thing as "I buy things online or I buy things offline. "In the future, it will be a linked service process.

[Fang Tianxia]: Mr. Kang, at the time of the end of the year and the beginning of the year, can you wish our Fang Tianxia friends a new year and say some blessings.

[Alan Kang (Jia-Xiang)]: Hello, everyone！ Suwalper wallpaper has entered its 31st year this year, and it has entered its 18th year in mainland China. I am very grateful to all the owners and consumers who have used Suwalper wallpaper in the past 31 years. Without you, Suwalper would not be where it is today. I also hope that in the future, everyone can learn more about Suwalper and products such as wallpapers, to make the home decoration better. I also wish you all the best in the year of the sheep, good health, and career smoothly. Thank you.

[Fang Tianxia]: Thank you, Mr. Kang.