Wu Yongjie, Vice President, Moen (China) Co., Ltd.
Just as every father talks about his own child, it is difficult to conceal his pride. When he talks about Moen, he is also low-key and introverted, and he will be full of pride. From 1998, he joined Moen as the marketing manager, and now he is the vice president of the entire Asia Pacific region and the general manager of China, Sogou. He founded the Moen company in China and witnessed every step of Moen's development in the Asia Pacific region.
In 1994, Moen entered the Chinese market, Shanghai established the first sales company Tianlong Babu, and in the following years established offices in Beijing, Guangzhou and Chongqing. In 1996, Moen established a joint venture factory in China, indicating Moen's confidence in the Chinese market and his determination to develop in China for a long time. Looking back on the development process in China for more than ten years, he said: "We have three core advantages that cannot be replicated."
In 1994, Lu Dingji, Moen entered the Chinese market, Shanghai established its first sales company, and in the following years it set up offices in Beijing, Guangzhou and Chongqing. In 1996, Moen established a joint venture factory in China, demonstrating Moen's confidence in the Chinese market and its determination to develop in China for a long time. Looking back on the development process in China for more than ten years, Wu Yongjie, vice president of Moen, has the biggest feeling that “the most important thing in China is the brandâ€.
[Reporter]: Hello, Mr. Wu! After entering the Chinese market for more than ten years, what is your biggest feeling?
[Wu Yongjie]: The biggest difference between the Chinese sanitary ware market and the foreign sanitary ware market is that China has the most lack of brands. At present, there are many brands in the Chinese market, but with the development of the market, I believe that the number of brands will be reduced, and only those brands that have real connotations, foundations, and marketable or marketable customers can survive. Based on this analysis, I believe that the number of brands will decrease in the future, and the brands that remain will become stronger and stronger.
[Reporter]: You just mentioned that China is the most lacking brand. What do you think is the most lacking in China?
[Wu Yongjie]: lack of innovation. However, the original design and concept can not be realized in one day and two days. It takes time to accumulate and needs to constantly absorb various "nutrition" to achieve the realm. I believe that in this industry, innovation should be the common pursuit of all enterprises.
“A decade ago, international brands could be equated with high-end brands, but now it’s hard to wait. International brands are not necessarily high-end brands. Going high-end luxury goods or taking the mass consumer goods route depends entirely on the brand’s own Positioning and understanding of the market."
——Wu Yongjie
[Reporter]: Since the international brand entered the Chinese market, it has focused on decorating the home network and has always emphasized high-end positioning. However, in recent years, international brands have also launched mass-market products by expanding their product lines. In your opinion, is imported product equivalent to high-end luxury goods? Should international brands develop towards high-end luxury goods, or gradually move toward mass consumer goods?
[Wu Yongjie]: Ten years ago, international brands could be equated with high-end brands, but now it is difficult to wait, international brands are not necessarily high-end brands. Is to take the high-end luxury goods route, or take the mass consumer goods route, which depends entirely on the brand's own positioning and understanding of the market, should be differentiated for different brands. As Moen, we don't just focus on the high-end customer base. Our culture includes the concept of “popular thoughtsâ€. Together with our products, we have long-term products, both high-end products and popular products, which satisfy most of the market. The needs of the consumer group.
[Reporter]: Before Moen also proposed to be "an American brand that the people can afford."
[Wu Yongjie]: Yes, Tianlong Babu, because luxury is not the main direction we pursue, we also have some very high-end luxury products, but that is only for the niche group, can only meet the needs of a small number of customers. Our mainstream products still emphasize quality, design and practicality. We emphasize water consumption and pay great attention to users' feelings. We hope that through research and development, we can bring real water experience to consumers in terms of product functions. This is what we are The pursuit of luxury in the R&D process is not our main direction.
[Reporter]: Many consumers are very interested in the positioning of brands in the process of pursuing international brands. They will feel that imported brands have higher prices and high-end positioning, which is a symbol of minority identity. If the price of a product drops from 10,000 to 3,000, will it lose the sense of honor in buying an international brand?
[Wu Yongjie]: I hope that everyone can become a rational and intelligent consumer Sogou, always picking the best products, instead of "only choosing the most expensive, not the best." As an international brand, it should have its own demands and pursuits. Product prices should combine product performance to bring maximum product value to consumers. The products offered by imported brands are not expensive, we prefer to provide customers with valuable products, rather than simply measuring the quality of the products.
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