Holy Elephant Chen Jianjun: Seizing The Healthy Outlet And Facing The Era Of Green Human Settlements 4.0

After the epidemic, with the real estate market entering a new cycle, the growth path and business strategy of real estate downstream industry chain enterprises also changed.

On August 8, at the 20th annual meeting of Boao · 21st century real estate forum, Chen Jianjun, chairman of Shengxiang group, pointed out that the era of healthy human settlement 4.0 has come.

Chen Jianjun, chairman of Shengxiang group. Data map

Chen Jianjun said that after the epidemic, consumers' demand for healthy home is increasing. Affected by the epidemic, consumers pay more attention to health when purchasing home products. With the advent of healthy air outlet, the holy elephant quickly seized the industry's first opportunity: on February 9, the holy elephant nano photocatalyst antibacterial floor was launched. At present, the sales of this product are beyond the expectation, with a sales scale of nearly 30000 yuan and 200 million yuan; the product system without formaldehyde addition in the whole industrial chain runs through the business sectors of real estate, wooden door, storage, cabinet, furniture, etc.

"Consumers are willing to pay for products with high added value or high technology." However, for the real estate industry, there is still a lot of space to transform from "the core of real estate industry" to "the competitiveness of real estate industry", especially for the "green industry".

"The epidemic situation is like a touchstone, which makes enterprises have to adjust their strategies, slow down, be based on reality and have a long-term vision. Internal training is a kind of value growth. Slow is fast, and it is also a way of management." Chen Jianjun said.

Green human settlements 4.0 era is coming

Chen Jianjun divided the upgrading of human settlements into four times: 1.0 era to meet the basic physiological needs and safety needs of human beings; 2.0 times to meet the diversified activity space and functional living needs of human beings; 3.0 times to meet the needs of human enjoyment and personalized life; 4.0 times, housing not only meets the needs of human living and communication, but also becomes the view of harmonious coexistence between human and nature Low carbon, green and environmental protection will be the cognitive criteria for the self rise of human life.

"One body" in the "one body, two wings" strategy of holy elephant refers to the green industrial chain as the core. In fact, since 2002, the holy elephant has built the green industrial chain into the largest and most complete green industrial chain in the industry. It has deeply rooted the green concept in every detail of the industrial chain, and has established a complete green industrial chain through the seven links of "forestry resources, substrate, factory, research and development, design, marketing and service". Holy elephant uses forest resources in Europe, North America, South America and other places all over the world, and strictly selects the legal and high-quality timber certified by FSC.

Chen Jianjun pointed out that the epidemic has extended to a new market, that is, from the residential sector to the non residential sector. There is a big difference between the non residential field and the residential field in the product characteristics and other aspects. The wall material extended from the inside of the icon is completely innovative. Such as STC and other products, but also more popular products, more suitable for non residential environment.

In addition, Chen Jianjun also believes that the state's increased investment in new infrastructure has played a role in reducing costs for traditional building materials enterprises in embracing digitalization. "In this epidemic, our online marketing was a passive scheme, but later it was a way we had to choose. In terms of the results, (online sales) exceeded our expectations. "

Focus on what users really need

The overall impact of the epidemic on the holy elephant was 45 days. By the end of June, the sales rhythm of the icon had returned to normal. Chen Jianjun said that the current focus is still on the impact of the real estate market on downstream enterprises in the second half of next year.

The "two wings" in the "one body, two wings" strategy of the holy elephant refers to creating a more environmentally friendly, more stable variety of household products for users through R & D drive and design guidance, so as to bring customers a comfortable, healthy and green perfect home environment.

In 2019, Saint elephant will complete a new round of R & D upgrading, with an investment of 400 million yuan to build the first National Laboratory in the flooring industry and the St. elephant R & D center. At the same time, it will cost 500 million to build Shanghai Daya R & D base, and set up three centers and one platform, which are: product experience center, R & D design center, brand marketing center, and product big data platform. Through three centers and one platform, holy elephant has fundamentally realized the synergy effect and aggregation effect of the industrial chain, reflecting the hard core competitiveness of the icon in the brand era.

In addition, three new series of products based on health consumption demand have been launched by the holy elephant: the elephant formaldehyde free floor, the holy elephant sports floor and the holy elephant Roushi floor, so that consumers can enjoy a healthy life at home. At present, the holy elephant is actively allocating core resources in the world, and the international strategy of global market development. At the same time, through the introduction of new materials and new technologies, and the innovation of product categories, it has formed a more personalized market segmentation of wood floor home furnishings. For example, the 37 degree C floor companion is specially configured for wood flooring, and has the function of constant temperature heating, which reflects the emotional appeal of consumers in the product design details.

This year marks the 25th anniversary of the founding of the holy elephant. As a leader in the flooring industry, holy elephant proposes a new infrastructure for brand building with "user as the core, culture as the basis and data as the driver". On the macro level, it implements the brand concept of "carrying with love" to build a green residential brand of holy elephant; on the meso level, it takes the green industrial chain as the core to lead the green human settlement; on the micro level, it builds a green living environment and space with real estate enterprises through product R & D, innovation and design.