What's New

"The biggest gain of this exhibition is not how many dealers are successfully attracted, but to follow them to the SEMAR Xima exhibition hall in Gaoding Pavilion." on July 23, 2021 China Construction Expo (Guangzhou) came to an end, and a person in charge of Gaoding household enterprises told the Beijing business daily. Meeting SEMAR Xima hardware in Gaoding pavilion has become an unexpected joy for many Gaoding home furnishing enterprises to come to the exhibition. They are surprised by the adaptability of SEMAR Xima full door system hardware solution to advanced space and Gaoding home in terms of systematicness, innovation and customization, and the long-standing hardware problems in the field of high-end customization in the home furnishing industry may be solved.

Wang Xiaobo, chairman of SEMAR Xima hardware

As a domestic hardware brand, why not "set up a stall" in the hardware area and try your best to break into Gaoding museum? What makes SEMAR Xima the only domestic hardware brand on display with Gaoding brand? Beijing Business Daily reporter interviewed Wang Xiaobo, chairman of SEMAR Xima hardware, and revealed the story behind the successful "exit" of SEMAR Xima.

Out of the circle: move from area a to high-end customerized hall in area D

Beijing Business Daily: Why did SEMAR Xima exhibition hall jump out of the hardware circle and move from area a where hardware brands gather to Gaoding hall in area D?

Wang Xiaobo: in the past, when participating in the China Construction Expo (Guangzhou), the exhibition hall of SEMAR Xima was in area a, which is a professional hardware Museum. This move to Gaoding Museum in area D is equivalent to a trip out of the circle, which requires a certain confidence and strength.

At that time, when we were thinking about this issue, some friends around us asked: can SEMAR Xima hold after moving to high-end customerized  museum? Because most of the customized brands with the highest positioning in China are displayed in Gaoding Museum, it can be said that it represents the highest level of high-end customization in the domestic home industry in terms of design, tonality and technology.

Moving from area a to area D is not a simple change in the location of the exhibition hall, but a hierarchical change in the value depth of SEMAR Sima's hardware reconstruction.

SEMAR Sima successfully "out of the circle" and ignited the high-level Pavilion

Beijing Business Daily: participating in the construction in progress Expo (Guangzhou) does not mean that you can go to any district you want. SEMAR Xima, as a hardware brand, drives the exhibition hall into Gaoding Pavilion. At first glance, it seems that it is not very coordinated. How do you persuade the organizers and the organizing committee to agree?

Wang Xiaobo: the logic I convinced them is that Gaoding is a large ecological chain, not an industry. There are customization enterprises, material manufacturers, designers, etc. in this ecological chain, not a factory can independently complete high-end customized home. Five gold is a very important port in this chain, which is also the most painful point for Gaoding home brand at present, SEMAR Xima has the capital to control the adaptability of Gaoding hardware and can empower them.

Insight: Hardware restricts the development of Gaoding home

Beijing Business Daily: at present, domestic Gaoding home brands basically rely on imported hardware. Even if SEMAR Xima enters Gaoding hall, what confidence does it have to PK imported hardware?

Wang Xiaobo: selecting imported hardware as supporting equipment can improve the grade and solve the functional requirements, but there are also several problems.

First, the cost is high. In order to reflect the value and tonality, many high-end customerized  home brands will be equipped with imported hardware from Italy, which will greatly increase the cost. However, if imported hardware is not used, users will feel that the product is defective.

Second, the inventory of imported hardware is limited. On the one hand, there are many inventories, high cost and great capital pressure; On the other hand, some products are not too standardized parts and are not easy to stock. The reservation cycle is longer, which takes about two months or even longer.

Third, it restricts the customization demand. High end customized home needs to meet the personalized needs of consumers. Imported hardware products can only choose models, and can not be customized according to the required size, color and function.

Therefore, although the imported hardware is tall, it is actually very painful for the operation and landing to configure it on woodwork products, which is a difficult problem for Gaoding home.

"Jane" series products show SEMAR Xima's professionalism in solving high-end customerized  household hardware supporting power

Beijing Business Daily: there are many pain points of imported hardware. Why don't high-end customerized  household enterprises use domestic hardware?

Wang Xiaobo: more pain points with domestic hardware. First, the product quality is difficult to meet the high requirements. Some products look good at first glance, but the performance and experience are not good; Second, the production threshold is difficult to meet the high demand. Some woodworking enterprises go to the factory to integrate hardware, but the other party dare not accept the requirements and volume.

Enter the circle: become a member of Gaoding home circle

Beijing Business Daily: do you think SEMAR Xima hardware has the ability to undertake high demand? Why?

Wang Xiaobo: I tried my best to squeeze into high-end customerized  Museum. Of course, SEMAR Xima hardware has this confidence.

SEMAR Xima is the first and only domestic hardware brand in high-end customerized  Pavilion in Zone D of the exhibition. The reason why it can enter high-end customerized  Pavilion and Gaoding Pavilion is that SEMAR Xima has adhered to high-end positioning and focused on home furnishing for 20 years