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Born in Wenzhou, which is famous for doing business, he refused to label himself as a businessman; Buried in the hardware made by Seiko, he dug out the aesthetic value.

His name is Wang Xiaobo, chairman of SEMAR Xima hardware. He has feelings, personality and stability. In 2019, when many home furnishing enterprises were crying out for difficult survival, Xima hardware was popular in the market because of its unique design and excellent quality, and its sales increased instead of falling. One after another came to discuss cooperation, while he only chose those consistent with his own values, and others refused thousands of miles.

SEMMAR's aesthetic hardware is ushering in a golden age.

"It's the only thing I found in the circle. It's a card I don't want to turn."

The first time I saw Wang Xiaobo was around Zhang Yan, vice president of TATA wooden door. At that time, Zhang Yan's eyes were full of reluctance and appreciation. "This is a card I don't want to turn. Last year, the order volume of Tata wooden door in Xima was very considerable".

Wang Xiaobo is very low-key. If it weren't for Zhang Yan's introduction, I'm afraid it would be difficult to ask him out. On May 30, 2019, the early summer was slightly warm. Wang Xiaobo sat neatly on the sofa in a dark blue short sleeved T-shirt and white trousers. During the two-hour interview, he rarely boasted and showed courage in humility.

"Our products include door locks, sliding door hardware, furniture handles and bathroom pendants." Wang Xiaobo went straight to the theme and didn't show off Sima's high-end with too many grand words. He just told a story about him and his partner ditta SEMAR, Italy. At the beginning of the cooperation, the Italian designer designed a door lock scheme for Sima. Wang Xiaobo was surprised by the novelty and fashion of the appearance design, and felt that some places were wrong. According to his understanding of the practicability of the product, he pointed out several inappropriate points. When he submitted the modification opinions to the designer, Almost all my friends thought that Italian designers were confident in their works and would not agree to modify the design scheme. Unexpectedly, the communication process was unexpectedly smooth. "Italian designers did not resist, and happily revised the scheme according to my opinions, because they thought my opinions were very reasonable. They were very professional in art, and we were more professional in products."

This cooperation mode in which Wang Xiaobo controls the discourse power of product design determines that SEMAR hardware has both artistic beauty and practical characteristics.

Explore the aesthetic value of hardware

"My colleagues used to call it a lock, but I prefer to call it a door handle."

"Let products not be commodities, but valuable works of art." Wang Xiaobo said this in a firm tone. At that moment, his eyes made people understand why he refused others to call him a Wenzhou businessman or entrepreneur. He said he had feelings.

For the indoor door handle with a price of more than 1000 yuan, the factor determining its price is no longer function, but aesthetic value. Colleagues call the lock of the indoor door lock, but Wang Xiaobo prefers to call it the door handle. In his eyes, the lock is only the basic function. The real value of the metal part in his hand is the door handle with artistic beauty. "Furniture design is increasingly pursuing minimalism. The future door may be a flat plate, and the door handle will play the role of the finishing touch, giving people a visual impact, and touch experience is also very important." Wang Xiaobo said that Xima products pursue the ultimate in product details, and the surface treatment of products has been changing, from European style, Baroque to modern light luxury, Sima has always been at the forefront of the industry trend. "With the improvement of people's living quality, the demand for product quality is also higher. Now the hardware price in the domestic market is only 10% - 15% of that of wooden doors. The foreign hardware price is basically the same as that of wooden doors. There is great potential in the high-end hardware market in the future."

There is a strange "Sima phenomenon" in the hardware industry. After each new Sima product is launched, this product will be popular in the industry in the next year or two. "It can be said that Xima has driven the fashion trend of this industry." a person in the hardware industry sighed to the reporter of Beijing business daily. From his words, he did not catch the common sour taste, but some respected the industry leaders. He revealed that Xima's products are not only trendy, but also the dealer system is very strong. All excellent dealers in the hardware industry operate Xima's products.

"The temperament is exciting, gorgeous and measured", "enjoy peace and warmth", "fashion and art are the expression of love and beauty, love is in love, and beauty is in the heart"... Log in to Xima's official website, and beautiful product photos and moving words tell Xima's aesthetic demands.

Independence is the same temperament of SEMAR Wang Xiaobo and writer Wang Xiaobo.

No rush to enter the smart door lock

"It won't enter rashly. It has two categories with what we are doing now."

Observing SEMAR's product line, it is not difficult to find that the hottest product in the door lock Market - intelligent door lock has disappeared. Is Sima somewhat outdated in product R & D?

Wang Xiaobo shook his head and denied: "everyone is making smart door locks, but abandoned the original hardware core. In fact, I opened a distance from them. Friends and businessmen are busy operating capital. I made the aesthetic value of traditional hardware to another height."

However, he did not completely ignore the smart door lock. "It doesn't mean Sima doesn't pay attention to smart door locks now. I've been paying attention to the field of smart door locks since 2013, but now smart door locks and Sima are completely two categories. They are security products and sell functions. Our advantage is aesthetic design." Wang Xiaobo said that he has been studying how to cut into the field of smart door locks, He is also constantly communicating and discussing with his friends, but he doesn't want to enter the smart door lock for security. He wants to change the low-cost competition focusing on security and bring more value to this chaotic hardware Jianghu.

The day Sima enters the smart door lock may be the beginning of another new story.