Publishing time: January 9, 2012      Publisher: Marketing Department

On December 28, 2011, the 7th China’s New Perspective Forum of Housing and Furnishing was held at the Xiamen Victoria Hotel. Industry elites gathered together by the aim of rethinking success or failure of China’s housing and furnishing industry and enlightening the development of innovative new thinking to joint discuss 8 major new driving forces for growth in the China’s housing and furnishing industry. Jin Baorong, Vice President of ROEN, and other representatives of wallcovering industry and other home industries gave their views about the “cake temptation of security housing” and discussed new opportunities of wallcovering industry in the security housing.

Jin Baorong, Vice President of ROEN in the forum (the first on the right)

The 12th Five-Year Plan brings a new dawn for the home industry depressed in the real estate shadow. According to the plan, China will build 36 million security housings in the next 5 years and reach the security housing coverage up to 20%, thus resulting in huge decoration demands. Under the background of fewer turnovers in the real estate, how is security housing decoration demand and is it a new breakthrough point of enterprise?

Jin Baorong, Vice President of ROEN, gave her view that the wallcovering would cultivate more potential customers through security housings. She thought, ROEN was mainly targeted at high-end customers, security housing was not a main direction but it was still a rare opportunity of wallcovering industry. Compared with the coatings known by vast consumers, the wallcovering is recognized at a lower level. The wallcovering industry can use sharing of security housing cake to promote and popularize wallcovering. Decoration materials for public leasing ones in the security housings will need unified bid invitation, by which mass process and production enterprises in the wallcovering industry can conduct terminal wallcovering promotion in a large scale.

For new driving forces of ROEN in 2012, Jin Baorong expressed in the interview that ROEN wallcovering sales volume in 2011 grew by more than 40% over the same period of 2010 mainly thanks to construction of second and third-tier channels and highly matched products and channels. In 2012, ROEN will continue to use exclusive shop sales channels with multiple forms and diversification, and take the e-commence marketing as a main objective of channel building to actively expand channels.

Jin Baorong, Vice President of ROEN