Interview background:

In 2010, home furnishing, whose industrial scale reached trillions, finally stood at the forefront of China's market economy as an industry. In China, where the economy is prosperous, the pursuit of the quality of home life by wealthy Chinese people is exploding with increasing interest and demand. With the continuous prosperity of China's economy and the acceleration of urbanization, the downstream real estate supporting facilities and the building materials and furnishing industry for consumers' home decoration will usher in greater development.

In 2010, the building materials and home furnishing industries, which have formed advantages in industrial scale, began to accelerate their integration. After more than 10 years of development, brand enterprises have begun to integrate industrial chains and market mergers by virtue of their scale and brand advantages. Capital has also begun to become more interested in enterprises in this industry, which has also accelerated the integration of the industry to depth and breadth. In the post-financial crisis era, the property market fluctuations brought about by the regulation of the real estate market have brought "labor pains" to the building materials and home furnishing market. The home furnishing industry is affected by the property market and its own competition, and the market growth has slowed down. But, in the next 5 to 10 years, the home furnishing industry will still be on an upward path. In addition, in 2010, the channel competition in the home furnishing industry has become increasingly fierce, and channel innovation, channel security, and healthy competition have become the most concerned topics in the industry.

As the leading media and network information platform in China's real estate and home building materials industries, Sina Home Furnishing, together with the China Consumers Association, will hold the "2010-2011 China Home Furnishing and Real Estate Supporting Industry Innovation Summit", which will review the current situation of the industry from a new perspective, discuss the hot topics of the industry and look forward to the general trend of the industry development; At the same time, as the Innovation Summit is about to be held, Sina Home Furnishing exclusively plans an annual inventory of the industry, interviews industry elites, and jointly reviews and looks forward to the path of the home industry.

As a nationally renowned wallpaper manufacturer with a history of 27 years, Shanghai Suwalper adheres to the concept of meeting market demand, exploring and enriching the wallpaper world. Based on professional technology, high-tech equipment, and scientific management methods, Suwalper has become a professional company that designs, develops, produces, and sells decorative materials on its own. Taking this opportunity, Sina reporters once again visited Ms. Liu Yue-Shuang, Chairman and Design Director of Shanghai Suwalper Wallpaper Co., Ltd., to listen to her talk about the wallpaper industry in 2010.

Adhere to quality and win self-development in a constantly changing environment

[Sina Leju]: The 2010 real estate policy has continuously caused confusion for the development of home furnishing enterprises, and the 2010 World Expo has continuously created opportunities for the development of home furnishing enterprises.  So, how do you view the development of the wallpaper industry throughout 2010?

[Liu Yue-Shuang]: In the past few years, I believe that the use of wallpaper has been growing. During the World Expo, I didn't feel any special changes in our entire industry, but from the perspective of the entire Shanghai international metropolis, there are still very bright spots. There is no obvious difference in wallpaper products.

At present, wallpaper manufacturers in China are quite attached importance to the promotion of products, in the brand of the basic major brands of wallpaper factories are doing; Moderate to do some publicity, so that consumers better understand some of the characteristics of wallpaper products, I believe that each manufacturer is very careful in the development.

[Sina Leju]: In 2010, did Suwalper comply with the low-carbon and environmental protection concept of the World Expo and launch some new products that are environmentally friendly and low-carbon?

[Liu Yue-Shuang]: In the past two to three years, we have undergone significant reforms compared to our early years. Our entire production line uses environmentally friendly ink and non-woven fabrics. Pure paper is used as a substrate for production, and this type of product is absolutely 100% environmentally friendly, with no harm to the human body. We are considered a relatively important enterprise in the international industry, so we also attach great importance to this aspect.

[Sina Leju]: Due to the New Real Estate Policy this year, the entire industry is in a downturn. Will it have a big impact on our company?

[Liu Yue-Shuang]: I also know that the overall market growth is relatively small this year, but Suwalper has increased its production capacity by 30%. We have been in the wallpaper industry for 27 years; Rich experience and careful development are the secrets to keep growing. Last year's turnover may be higher than this percentage. Under the premise of insufficient production capacity, we try our best to develop some more luxurious products. Of course, we have also invested in machinery and equipment in the past few months, trying to balance supply and demand and make products more diversified.

[Sina Leju]: The wallpaper industry just started 10 years ago, and now there are more than 200 wallpaper companies in the country. The rapid development may also cause some irregular competition in the industry to affect the entire industry. You What do you think about this problem?

[Liu Yue-Shuang]: I have been engaged in the wallpaper industry for a long time. It is true that in the entire domestic market, so many new factories have been investing, and there are only investors and no quitters. Moreover, the speed of investing in new factories is very fast, resulting in an oversupply of domestic manufacturers' production capacity, and there are two or three times more production capacity, so the future will indeed be a more intense competition. We are indeed worried that some new manufacturers do not meet the requirements for products. We are indeed worried that this situation will affect the development of the entire industry in the future. Of course, our more experienced companies have indeed done a good job in brand development, and our products have a very good reputation in dealers. We can only promote the brand relatively more, and let consumers trust and choose more branded products when they are not very relieved or understand the situation.

[Sina Leju]: Let's jumped out of the wallpaper industry. As you mentioned before, the utilization rate of wallpaper at home is currently 10%. My understanding is that out of 10 families, 1 is using wallpaper, and the other 9 are using paint?

[Liu Yue-Shuang]: This ratio is the ratio of the wall area used. If the newly decorated wall is much larger than this figure, it can even reach 20%, but it is still much lower than the usage rate abroad.

Wallpapers can enrich the whole family’s decoration, and can better match the decoration style you like at home. If you want simple European or American country retro, or young people want to choose fashionable wallpapers, the matching may be more It is easy to achieve the effect. It can also be taken into consideration in terms of environmental protection.

However, if wallpaper is compared with paint in China at present, according to the habits of the entire consumer market, the price of its decoration is still a little higher. I think everyone needs to work together to rationalize the market price a little bit. I believe that this market can be bigger, and the price is still a problem now.

[Sina Leju]: If you use wallpaper on average now, how much is it per square meter?

[Liu Yue-Shuang]: About 50 yuan per square meter.

[Sina Leju]: How many distributors does Suwalper have now?

[Liu Yue-Shuang]: We now have more than 1,000 dealers across the country.

[Sina Leju]: If we summarize the key elements of wallpaper enterprise development as environmental protection, design, and service, is it accurate?

[Liu Yue-Shuang]: We should also add a quality and a reasonable price.

Female wallpaper designers at the forefront of fashion

[Sina Leju]: I know you are also the design director of wallpaper. How many years have you been designing wallpaper?

[Liu Yue-Shuang]: I have been uninterrupted for over 20 years. I just love making wallpaper. There are only two female owners of wallpaper worldwide now.

[Sina Leju]: What kind of design style do you personally like?

[Liu Yue-Shuang]: Now more creative and dynamic designs are my preference, that is, more fashionable products.

[Sina Leju]: What do you understand about fashion?

[Liu Yue-Shuang]: More innovative. The lines are simpler and the colors are brighter. It is also a product that young people prefer. Perhaps it is because of my understanding of the market. I think young people still have enough dominance in consumption. Now the elders generally let young people choose their favorite collocations. I have always I was thinking about what young people like, so I put more effort into this area.

I would prefer to read some branded things, whether it is clothing, whether it is home magazines, and sometimes I will ask young people what kind of matching colors or graphics they want. I invest more in research in this area many.

I founded a factory in Taiwan. At that time, I saw some foreign European and American products. I felt that the market and sales cycle of general wallpaper development was quite long. But in China, the popularity changes very quickly. It can be said that silver, white, and black were popular three years ago, and purple became popular last year. The change in color is very fast, which makes us understand the importance of development in the industry. Of course, my development inspiration is endless.

[Sina Leju]: In terms of this year, what do you think Suwalper has done best in the industry?

[Liu Yue-Shuang]: Regarding our own brand, we launched a brand at the beginning of this year that is the most high-end brand in our Suwalper domestic market, which is fashion, COSMO series. This is a series specifically designed for designers and young people. Currently, this series is a preferred product in the entire market, and I think it is a very satisfactory work.

This series has been the eighth edition since its first publication, and all product designs are made using non-woven fabrics, which are environmentally friendly. The production process is entirely based on water-based ink. It is an environmentally friendly wallpaper with good breathability.

[Sina Leju]: Sina Leju will jointly hold the "2010-2011 China Home Furnishing and Real Estate Supporting Industry Innovation Summit" on January 11th with the China Consumers Association. It will examine the status quo of the industry from a new perspective and discuss hot topics in the industry, Looking forward to the general trend of industrial development. At the end of the interview, please say something about this industry event.

[Liu Yue-Shuang]: Of course, we are also considered an old company in the wallpaper industry in China. We have always followed our own style with all our heart, and we make distributors feel at ease to promote our products. We also hope that everyone can be more attentive and increase mutual understanding in the entire related industry. With your excellent platform, we can communicate more and hope that through interactive opportunities, we can achieve mutually beneficial development.