Häfele Swell: Leading the industry
General Manager of Häfele Hardware (China) Co., Ltd.
[Reporter] Hello, everyone, today's guest studio is Mr. Shi Wei, general manager of Häfele Hardware (China) Co., Ltd., welcome.
[Swell] Thank you.
The product line has an absolute advantage.
[Reporter] Welcome two to come to SouFun. Häfele is one of the global leaders in the hardware industry. First of all, please ask Mr. Shi Wei to introduce the development history of Häfele and the core concept of the brand for SouFun netizens.
[Swell] Häfele was founded 86 years ago in the town of Nagold near Stuttgart, Germany. This "Black Forest" also accommodates many other companies, such as Porsche, Mercedes-Benz and Bosch. The most important event in the development of Häfele is the Häfele Hardware Encyclopedia, which was released in 1939. Customers can find almost all hardware products in this manual to meet their needs. In 1964, we opened our first overseas branch in Switzerland. Since then, Häfele has started the process of globalization. So far, Häfele has 37 overseas branches with annual revenues of US$1 billion and more than 5,000 employees working for Häfele worldwide.
In 1996, Häfele entered China in the form of a representative office. In 2002, it established a wholly foreign-owned enterprise. In 2005, the office building and storage area in Shunyi was officially put into use, and Häfele's business in China officially entered the right track. At present, Häfele China has about 180 employees. The branches are located in Beijing, Shanghai, Guangzhou, Chengdu and other places. There are also many marketing offices throughout the country. We can quickly provide customers with rich products and professional consulting services.
Häfele is a family business founded 86 years ago. As a family business, we value long-term development goals. For us, it is very important to establish a long-term and stable relationship with our customers. Similarly, we also have many such customers. At the same time, due to its long history, we also have a long product line. The products contain many complicated and elaborate processes, and the product research and development team is very strong. For a long time, the Häfele brand has been successful for two reasons. One is that we are committed to developing long-term and stable cooperation with our customers. In addition, our products are of high quality and quality.
[Reporter] What is the product structure of Häfele? In your opinion, Häfele is growing globally. What is our core competitiveness?
[Swell] Häfele has the longest product line in the world, and it also has a large product volume. There are more than 100,000 products in our product manuals and in the warehouse. We are also one of the few companies in the world that offer both furniture hardware and architectural hardware, as well as retail channels for end consumers.
Compared with other manufacturers, our competitiveness lies in: First, our product line is very long, and we can provide customers with cost-effective products. Secondly, in addition to the products themselves, if customers have special needs, we also provide solutions for customers. The program helps them solve the problem. In addition, we also provide training to our customers, teach them how to install and better use our products. When the new product is launched, we will invite some customers to the company experience, so that they become the first people to understand Häfele products; at the same time, we will also participate in some exhibitions to introduce products to more customers and designers. Finally, our after-sales service will help them solve all possible problems and use very good services to win consumers.
Strengthening the position of the Chinese market and vigorously laying out retail channels
[Reporter] Häfele has come to China for five years, so what is the status of the Chinese market under the background of Häfele's global development?
[Swell] Häfele China is not currently the largest branch of Häfele in the world, but undoubtedly, Häfele China is very important in the strategic planning of the global market. We are constantly working hard and hope that Häfele (China) will become the most important branch company in the world.
[Reporter] Due to the different national conditions, the Chinese market has shown some characteristics of its own. So, in your opinion, in the gradual advancement of the Chinese market, where should Häfele's work focus be placed? What is your plan for the Chinese market?
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