罗兰西尼门窗董事长熊志斌：穿越行业周期，做门窗行业的 “老实人”

Core Insights - The home furnishing industry is undergoing significant transformation due to the downturn in the real estate market, leading to challenges such as declining demand and intensified competition in the door and window sector [1][3] - Despite the adverse market conditions, some companies, like Roland Sini, are committed to exploring stable development paths and adapting their strategies to navigate the complexities of the current environment [1][3] Industry Overview - The downturn in the real estate market has triggered a chain reaction in the building materials industry, with design firms reducing their scale by 50%-70%, indicating a continued decline in demand for building materials [3] - The industry is currently in a deep adjustment phase, with market contraction and heightened competition putting significant survival pressure on many companies [3] Company Strategy - Roland Sini's chairman, Xiong Zhibin, emphasizes the importance of maintaining a "pessimistic mindset to prevent risks and an optimistic mindset to face challenges," suggesting that quality companies can still grow despite market contraction [5] - The company aims to leverage structural opportunities arising from increased consumer focus on high-quality, smart, and environmentally friendly door and window products [5] Brand Positioning - Roland Sini's brand positioning as "the honest player in the door and window industry" reflects its commitment to consumer trust and long-term value creation [6] - The company prioritizes transparency and reliability, ensuring that consumers can make informed purchases without being misled [6] Product Development - Roland Sini focuses on creating products that meet actual user needs, such as the development of kitchen-specific windows, despite initial high costs and low short-term returns [9] - The company has introduced innovative products like the G7 integrated outward-opening window and the S9 panoramic sliding door, which have received positive market feedback [13] Customer Service - The company implements a "full-service nanny service" model, where dealers personally visit construction sites to understand project specifics and provide tailored services [9] - Roland Sini boasts a customer referral rate of 70%-80% among its quality stores, indicating strong customer satisfaction and brand loyalty [9] Marketing and Communication - The company avoids traditional ineffective advertising and instead focuses on precise traffic operations and word-of-mouth accumulation to build its brand image [11] - Roland Sini actively engages with consumers through new media platforms and offline experience events to enhance brand recognition and consumer trust [11] Future Outlook - Roland Sini plans to continue investing in product quality and innovation, enhancing performance in insulation, soundproofing, and wind resistance [14] - The company aims to expand its market presence both domestically and internationally, participating in international exhibitions to showcase its products and establish partnerships [16] - Digital marketing strategies will be employed to reach target customer groups effectively, utilizing social media and data analytics to inform product development and marketing efforts [18]