Yajie Hardware Zhao Haiyang: A full set of home improvement hardware products will be available

Interview guests: Ya Jie Hardware Marketing Minister Zhao Haiyang Interview Date: February 15, 2011 [Writer]: Minister Zhao Hello, I would like to provide you with some information background before the interview. 1. The financial crisis in 2008 has come. The Central Government has invested 4 trillion yuan stimulated economic recovery. By the end of last year, this work had been basically completed; 2. In 2010, China's GDP reached 39 trillion ***, surpassing Japan's 400 billion, achieving a growth rate of 10%; 3. 2011 On February 9, the central bank announced an increase in interest rates by 0.25% to cope with the 6% increase in CPI. 4. The Ministry of Housing and Construction and the Inland Revenue Department began to collect real estate taxes, and the State Council issued the “New State Eight” before the Spring Festival. Second-tier cities are real estate speculators. Can you tell us about the overall situation of Yajie Hardware in the context of this year, and what are the new initiatives and plans for the new year?

[Yajie Hardware Zhao Haiyang]: Last year, our greatest pride was in the terminal layout. By the end of last year, we had reached a total of 1,000 franchised stores in the country, achieving the basic coverage of the first and second tier cities. In 2011, the direction of Yajie Hardware's efforts is to continue to expand the terminal layout. The continuous increase in channels is an important way for us to achieve outstanding results. Our goal this year is to add 150 stores. Secondly, there will be breakthroughs in product quality, product lines, and after-sales services. Now the industry is more popular with “big homes,” and in the face of the temptations of “big home,” Yajie still insists on consistent focus, focusing on products, and focusing on services. In 2011, we will continue to enrich the product line to occupy a larger market share. At the same time, we hope to produce a full set of home improvement hardware products and better service to consumers within this year. In addition, in the face of inflation and the current situation of rising raw materials, Yajie will make efforts to reduce production costs and management costs, so as not to increase product prices, uniform prices across the country, and ensure the interests of consumers.

In 2011, the hardware market is full of many challenges, such as the rising raw materials, the country's efforts to increase macroeconomic control, etc., which will have an impact on the home industry to a certain extent, but the impact will not be too great. Despite some challenges, we are still full of confidence. This year, when we set 2011 marketing goals with regional agents, we are all highly motivated and confident. I believe this is a good harvest year.

[I]: In 2011, Yajie Hardware will make efforts in brand building?

[Yajie Hardware Zhao Haiyang]: I think the core part of a brand is product quality, so this year Yajie Hardware will continue to emphasize product quality, so that consumers can use our products to get a kind of confidence and peace of mind to form a This kind of word-of-mouth effect makes improving product quality not an empty phrase. At the same time, this year, Yajie Hardware will strengthen its contacts and cooperation with major media, and display real and unflattering Yajie in front of the majority of consumers, gaining more recognition and support from everyone.

[The author]: In 2009 the country began to promote home appliances to the countryside, and now it is derived from building materials to the countryside. In front of these policies, what measures does Ya Jie have?

[Yajie Hardware Zhao Haiyang]: Last year, Yajie Hardware and related associations of building materials to the countryside had some contacts, but did not participate in it. On the one hand, Yajie Hardware was positioned in the mid-to-high end market, and rural areas in some underdeveloped regions were not very acceptable. The price of Yajie, while there may still be some markets in rural areas in some developed regions. In the future, we do not rule out that we will consider participating in building materials to the countryside because the future rural market will be very broad and cannot be ignored. However, at present, we are still at the stage of understanding and paying attention to building materials to the countryside.

[The author]: Yajie Hardware has been developing for 20 years, and it is also increasingly welcomed by consumers. As a company that focuses on the manufacturing industry, what is Yajie Hardware's current product design? Masterpiece.

[Yajie Hardware Zhao Haiyang]: Yajie Hardware has always regarded R&D and manufacturing as its own life and soul. All of its products are processed and produced by itself. Up until now, we have obtained more than 200 product patents, which are absolutely in the same industry. leading position. Our products have always been imitated but never surpassed them. To take a negative example, at the July 2009 construction fair, we saw that even 100% of the products of some brands were copied from us. In 2010, we We have petitioned the People’s Court for more than 70 brands that have plagialy copied our products. Because we are patented, we have the right to do so. We spent a lot of manpower and material resources to achieve product R&D and innovation. The result was plagiarized in just a few months. We are very angry and can only use legal means to protect our interests.

At present, Yajie Hardware has done a very good job of retailing and the products are also very popular. If we want to say masterpieces, we have to mention a fingerprint lock. This fingerprint lock is very popular in terms of function, appearance and grade. In the three years since it was listed, no one in the industry has ever surpassed the sales of locks. At the end of last year, we introduced a very luxurious fingerprint lock. This fingerprint lock was specially designed for a more luxurious clubhouse in Dalian. The degree of luxury is rare in the world. It is absolutely unique in terms of function, design, or luxury. . There are more traditional lock masterpieces. Sometimes we have an ordinary lock, which can reach an annual sales volume of millions. Therefore, Yajie's products are very hard.

[writer]: Thank you very much for accepting our interview!