Publishing time: January 4, 2012      Publisher: Marketing Department

China’s New Perspective Forum of Housing and Furnishing has been set up for 6 years as the highest and most influential professional forum in the housing and furnishing industry. On December 28, 2011, the 7th China’s New Perspective Forum of Housing and Furnishing was held at the Xiamen Diyuan Victoria Hotel. As an industry summit meeting, this forum took the theme of “seeking new driving forces for growth” and continued the aim of Sohu Housing and Furnishing, namely “rethinking success or failure of China’s housing and furnishing industry and enlightening the development of innovative new thinking”, to open a beacon for the China's housing and furnishing industry.

[Time]: December 28, 2011

[Venue]: Xiamen Diyuan Victoria Hotel

[Guest]: Jin Baorong, Vice President of ROEN

[Moderator]: Li Yangjing

Jin Baorong, Vice President of ROEN

[Moderator]: Hello, Miss Jin. Welcome to our Sohu Home for 2012 China’s New Perspective Forum of Housing and Furnishing. What are your thoughts about the meeting in the morning?

[Jin Baorong]: with participation of senior business representatives in the housing and furnishing industry and media, operation and market conditions of various products in the housing and furnishing industry are truly summarized, laying a better foundation for operations and plans in 2012.

Channels were reduced and the performance grew by 40%

[Moderator]: when 2011 is mentioned, a lot of people will think the market is depressed. Many companies may not have the growth rate of the previous years. How is overall market performance of ROEN in 2011?

[Jin Baorong]: since ROEN more tended to development in the second and third-tier cities, we exceeded the established plan in the number of franchisees in 2011. In the product diversification, we also expanded second-tier brands. Our performance grew by more than 40% over the same period of 2010. The data is congratulated for us. Seen from current analysis, the growth generates from large-area channel building and opening of product and channel matching. It plays a large role.

[Moderator]: there will be a forum to discuss channel diversification in the afternoon. Which channels are used by our ROEN?

[Jin Baorong]: channel development of ROEN is mainly targeted by the headquarters at continuous expansion of exclusive shops. But our exclusive shop sales channels are diversified. The channels are opened for each local dealer. For construction of engineer projects and security housing, direct customers, community construction and other modes in the housing and furnishing industry, our headquarters provide full supports and talents, especially for some large projects. Terminal image building and professional level training.

E – Commerce development needs collaborative online and offline operations

[Moderator]: I know ROEN also begins to engage in the e-commerce. How do you consider the e-commerce platform?

[Jin Baorong]: E-commerce is an irresistible and necessary trend. We are currently building such a team. For this, we are still relatively backward. But we are not backward in the wallcovering industry. This will be taken as a main development objective of channel sales in 2012. I believe that e-commerce marketing will greatly develop our brand and sales channels.

[Moderator]: will new channels become the mainstream of future market development?

[Jin Baorong]: in the e-commerce of developed countries, especially in our industry, organic combination between online and offline operations must be made and the e-commerce plays a large role. But it is will relatively difficult if no offline operation, because our products are semi-finished ones. They need terminal services and platforms for strengthening and improvement.

2012 will be a tough year

[Moderator]: can you make a prediction for the market in the next year?

[Jin Baorong]: from the large housing and furnishing market, 2012 will be a tough year, because real estate regulations have played effects slowly over time. But consumers will take more capitals for our internal decoration after reducing blind investment in the real estate due to more purchase limitation. Our industry needs the better secondary copying. The money for house purchase may be less but that for internal decoration more. 70% of our customers were for simple internal decoration in 2011, so we will have a great profit growth potential in this point. 

[Moderator]: Thanks for Miss Jin.