On May 24, 2019, the Changchun flagship retail showroom of Hörmann officially opened at Red Star Macalline in Changchun. Door products applied for different living scenarios in residential and domestic environments were displayed in the over 150-square-meter showroom.
After the ceremony, Dr. Jochen Nippel, Managing Director of Hörmann Asia Pacific, and Mr. Dawei Wang, Chairman of Changchun Hengtongda Decoration Materials Co., Ltd.—Hörmann's cooperative distributor in Changchun—gave a joint interview to participating media.
▲Ribbon-Cutting Ceremony
Contents of the interview transcript by "A+ Designer Association" are as follows:
A+ Designer Association: Hörmann is a German brand founded in 1935. How is your development in the Chinese market today?
Dr. Nippel: We have been growing in China for 20 years so far since we set up our first plant in Beijing in 1998. Our Beijing plant mainly produces hinged doors, the Tianjin plant manufactures industrial doors, and the Changshu plant about to open this year also focuses on hinged doors. China is a huge market. We attach high importance to the Chinese market. Of course, for the Chinese market, we are also doing research and development of different products. We hope to be able to meet the needs of more consumers.
Hörmann is a family-owned company. We not only focus on one type of doors, but also can propose a comprehensive customized solution for any door-related requirements that a customer may come up with. For example, for those customers with residential door requirements, we can provide them with garage doors, entrance doors and hinged doors. In a word, we can meet any customer requirements. We are very confident about this.
A+ Designer Association: You have been working closely with Hörmann brand. How do you rate Hörmann products?
Mr. Dawei Wang: I have been distributing Hörmann products for 19 years. We also have a large number of cooperative projects in Jilin Province. Only a very small number of products displayed in the showroom now are related to residential applications. In fact, the coverage of Hörmann door products is very broad, including many industrial products. For example, we have been doing projects related to the automotive industry and for hospitals, etc.
Getting back to residential doors, actually I am a user of Hörmann myself. Nowadays, when talking about residential doors, most Chinese people would still think of wooden doors. However, wooden doors have certain problems in aspects such as durability, deformability, environmental resistance and environmental protection. Yet Hörmann has introduced an all-new concept—steel doors. I believe that this will also bring in a new concept for residential doors.
A+ Designer Association: You worked with Hörmann mostly in engineering projects. Are you confident about your partnership for the retail market this time? What are the advantages of Hörmann products in the market?
Mr. Dawei Wang: It is indeed quite hard to expand in the market today. Price competition is very fierce among similar products and provides more choices to consumers. In the field of door products, however, Hörmann does have strong advantages. Although we have not set up retail stores at this time, the flow of retail customers coming to us directly has never stopped. They can visit our showroom directly.
Hörmann is the brand that offers the most complete line of door products. The major reason why we did not open retail stores in the past was because we were worried about our production capacity in China, for all retail orders were customized with very different color and style requirements, and we could hardly satisfy them without the assurance of a specialized production line. Now that Hörmann has established 3 special plants in China, I have become more confident knowing that we have this assurance.
Interview Conclusion of "A+ Designer Association":
The premium quality of German products is world-renowned. Hörmann also has a history of more than 80 years. Hörmann shares the same philosophy as many other quality German industrial brands: the commitment to follow through from start to finish, simplify things that seem complicated, and insisting on century-old, quality-first R&D, innovation and legacy.
The official stepping into the retail industry at this time by Hörmann with the opening of its Changchun flagship retail showroom will not only bring more, richer choices to Chinese consumers but also inject a fresh force into China's door industry. Meanwhile, we expect more enterprises to innovate and change their sales models and work together with Hörmann to grow in competition, to provide source power to the boom of China's retail industry!
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