Roca乐家携超凡创新产品亮相中国厨卫展

2012年05月28日 10:26
来源：凤凰网家居

字号:T|T

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K&B Q&A

1. 本次展会带来的新品及主推产品是什么？与去年相比，今年新品最大的亮点是?
Q: What are the new products and major products for promotion this year? How do you compare it with last year?
ANS. 乐家今年重点推介的W+W低碳套间家具系列，正是节水先锋，采用复用水技术，可将脸盆的废水，作二次使用来冲洗厕所，属于创新设计兼且环保的杰作。另外，Hide & Seat淋浴房的多功能设计也是非常独到，在淋浴间内设置坐凳，在内隐藏两个储物空间，令淋浴房整齐清洁，可以说是非常周到和实用的创新设计。去年我们展出阿玛尼/乐家产品，针对高端市场，今年我们推出适合中及高端市场的产品。
ANS. Our new product is W+W Modul furniture series. It is a water-saving product adopting "water reuse" technology. It re-uses waste water from washbasin to flush the toilets. It is truly a green product with innovative design. Another one is Hide & Seat shower space. By introducing a seat with hidden storage space, it makes the shower space neat and tidy. It is a very functional and thoughtful design. Last year, our focus is Armani/Roca series which is for high-end market. This year we bring something which are suitable for mi- to hi-end market.

2. roca作为行业内的高端品牌，与其它国际品牌相比，其优势具体体现在哪些方面？
Q：What are the competitive edges of Roca compared to other international brands?
ANS 我们的优势在我们的核心价值，就是创新、设计、健康、环保和品质。我们在巴塞罗那设有全球设计中心和创新实验室，研发新产品。并经常与知名设计师合作。
ANS: Our edges are our core values, design, innovation, wellness, sustainability and quality. We have a Design Centre and an Innovation Lab in Barcelona to research on new products. We work with many leading designers and architects all over the world.

3乐家W+W低碳套件组合节水率高达25%，引人注意，请问环保是否将作为未来ROCA研发新产品的一大方向？还有其他哪些产品和环保还有节水有关?
Q： W+W Modul’s ability to save water is impressive? Is sustainability a major direction for Roca? What are some other green Roca products?
ANS: 环保一直是乐家的核心价值，我们自1960年代开始，已经研发节水水箱。我们比别人早行了数十年而已。未来我们仍会朝环保方向发展新产品。我们其他环保产品包括双档节水水箱。双档节水龙头和恒温龙头等等。
ANS: Sustainability is one of our core values for decades. Since 1960, we have started to research on water-saving cisterns. We are frontrunner in this respect compared to most other players in the industry. Our other green products include water-saving cisterns, dual level water saving faucets, thermostatic faucets and so on.

4. 乐家未来在中国有怎样的新目标和市场发展计划？
Q: What are your new objectives and plans for China market?
ANS：乐家将会继续拓展市场渠道，将销售点铺得更广。另一方面，我们会不断推出以设计、创新为重的明星产品，引领市场潮流。
ANS: We will continue to expand our sales channels to reach more customers in China. Besides, while we will continue to launch star products to lead the trend in terms of design and innovation.

5. 参加本次的上海厨卫展有什么效果感想和收获？您对明年卫浴行业的发展有怎样的预测？
Q：How do you feel about the show and what do you expect? How do you compare this year's show with that of last year?
ANS：今年中国厨卫展的规模依然十分鼎盛，而改在上海世博展览馆举行，场地十分宽裕，设施也很好。我非常肯等这个展会是在亚洲行业内最具有代表性的。
ANS: The scale of this year’s exhibition is quite large, especially in this new venue which is very spacious and well-equipped. It is Cleary the most representative fair of the trade in the Asia

6.Q: ELLE DECO非常关注ROCA与Amarni联手打造的高端卫浴系列，请问，这个系列的产品在设计上的特色是什么？是否有与其他知名设计师合作开发产品的计划？
ANS： 这个系列的特色是首次引入岛屿的概念去打造卫浴空间。我们将不同的领域如淋浴房、躺浴间、美容间、基本需要间等等分开，彼此用可调较透视度的幕屏隔开，让用家可随意调较，既私密又统一。我们一直跟不同的知名设计师合作，待作品成熟时，我们会公布的。
Q: Elle Deco highly appreciates the Armani/Roca series. What are the characteristics of this series? Are you working with other designers too?
ANS: Armani/Roca series is our first attempt to introduce the concept of island into bathroom space. Here, we separate all the areas, including shower space, bathtub space, basic needs space and beauty space by screens. The degree of the transparency of these screens can be adjusted in accordance with the needs of the users. This makes the entire bathroom space either a private individual area or a united space. We work with different prestigious designers from time to time and we will launch the new products once ready.

7.Q:乐家曾与许多知名的设计师合作，请问你们的选择标准是什么？能否透露未来会与哪位设计师合作？
ANS: 我们的选择标准是彼此有共同信念和追求，特别是对设计和创新的不懈追求，这样，才可以产生火花，设计出令人兴奋的产品。我们一直跟不同的知名设计师合作，待作品成熟时，我们会公布的。
Q: Roca worked with many prestigious designers. What are your criteria in choosing your partners? Can you tell us whom you are working with now?
ANS: Our selection criteria are they share the same beliefs like us especially on our never tiring efforts in pursuit of excellent, design and innovation. Only with these common beliefs, we can work together to develop striking products.  We work with different prestigious designers from time to time and we will launch the new products once ready.

8.Q:作为为数不多的西班牙品牌，乐家是否有体现出西班牙的生活方式与文化艺术？
ANS: 因为我们的产品是面向全球市场，我们关注的是产品能否满足不同地方不同用家的需求。所以，在部分产品中，可以看到欧洲文化和特色，但大部分产品却以引领潮流，满足需要为主。
Q：Does Roca reflect Spanish style and art in your products as you are one of a few brands from Spain?
ANS: Roca is an international company targeting at the worldwide market. Our concern is to develop products to meet different needs of people in different markets. Therefore, in some of our products, you may see a European Design But for most, our aims are to lead the bathroom trend and to meet customers’ needs.

9.Q:个人很喜欢Hide&Seat淋浴单元，这体现了ROCA“动人的设计、创新的科技、体贴的功能”的设计理念。ROCA似乎今年特别关注小户型以及收纳功能的设计？
ANS: 我们今年的重点是环保，而我们的产品是针对中高端市场。今年刚好推出的W+W低碳套间和Hide&Seat淋浴单元，特别适合面积较少的浴室。我们相信会受市场欢迎。
Q：I personally like the design of Hide & Seat. Is Roca emphasized more on products for the smaller units this year?
ANS: The focus this year is on sustainability and our products target the mid- to hi-end markets. You are right that both W+W Modul and Hide & Seat are suitable for smaller bathroom space. We believe they will be well-received by the market.

10.今年的卫浴产品，是否在线条和色彩上整体都有简约的趋势？
ANS: 我们的产品设计是多样化的，适合不同人士的品味。总的来说，简约风格的确是较受年轻人喜爱。
Q：Is simplistic design a trend in the bathroom industry as a whole?
ANS: We have different product design to suit the taste of different people. On the whole, simplistic style is more and more popular among the young people.

11.Q:现在也是信息时代了，我们特别关心roca在未来几年中的推广方式，除了产品本身的branding之外，还会有哪些打算？  
ANS: 我们也发现很多客户都喜欢上网或通过智能手机获取信息。因此，我们很早已建立公司网站，方便大家浏览信息。另一方面，我们在天猫开了一个网店，方便网友购物。我们在新浪微博也开了帐户，与各消费者及设计师交流。我们欢迎你及你的读者成为我们的粉丝，更多的交流。
Q: We are now in the era of information age. What are some of your new marketing tools apart from building brand?
ANS: We notice that many of our customers tend to go to the internet and rely on intelligent phones to collect information. Therefore, we develop a company website to meet their needs. In addition, we run an online shop on tmall.com so that users can go there and buy products online. This year we have also started a sina weibo account to interact with our customers. You and your readers are most welcome to follow our weibo account and to have more interaction.
 
12.Q:roca未来一年，还将涉及哪些城市？推崇的一个生活理念是什么？
ANS: 乐家来年将会更深入拓展到二及三线城市，把我们的产品介绍给更多人认识。我们的理念是以设计、创新、环保来带给大家一个健康、放松的生活方式。

13.Q:今年在现场特地设立了TVC BOX,请问这个灵感来源是什么？是否可以做进一步的介绍？                                                                                                                                       
ANS: 今年我们有两个广告片播放，一个是关于W+W低碳套间，另一个是介绍乐家品牌价值的广告片。因为我们想让更多人看到，所以安排了TVC BOX。
Q: We notice that you have arranged a TVC Box in your booth. What are the purposes?
ANS: This year we have prepared two TVC, one is on W+W Modul and the other is on Roca brand story. As we want to show them to more people, we arranged a TVC Box in our booth.

14.Q:您为自己新家装修挑选卫浴产品时，首先考虑哪三个因素？您会针对中国市场开发一些相应的新产品吗？
ANS: 我会考虑环保、健康和实用性。乐家一直以来，为适应中国市场品味，进行了两项工作，一、把总部设计的产品改良，附合本地人生活习惯； 及二、针对本土地市场，设计全新产品。
Q: Which three factors will you consider in choosing your own bathroom products? Will Roca develop products for China only?
ANS: Sustainability, wellness and functional. For China market, we have been both adapting our existing products to meet local market, AND developing completely new products for the market.

15.每年厨卫展都是业内的一个风向标，今年乐家重点展示的理念是什么？
ANS：乐家今年的展示重点在环保，即节能和节水；创新设计和身心健康。在环保方面，乐家早于1960年代开始已推行环保，至今环保已成为世界潮流，中国政府近年也要求卫浴行业注重环保，可见乐家在这方面，一直走在时代前沿。
Q： K&B is used to be the trendsetter in the industry. What concepts are you going to promote this year?
ANS：The focus of our exhibits this year is sustainability, design and wellness. With regard to sustainabilty, Roca has begun to introduce water-saving cisterns back in 1960s, much earlier than it has become a worldwide trend. The Chinese govt has also paid effort to promote green environment. All these show Roca is a pioneer.

16.乐家作为全球顶级的卫浴品牌，此次在厨卫展上带来哪些新品？最有特点的是哪一件产品？ 
ANS：乐家今年重点推介的W+W低碳套间家具系列，正是节水先锋，采用复用水技术，可将脸盆的废水，作二次使用来冲洗厕所，属于创新设计兼且环保的杰作。另外，Hide & Seat淋浴房的多功能设计也是非常独到，在淋浴间内设置坐凳，在内隐藏两个储物空间，令淋浴房整齐清洁，可以说是非常周到和实用的创新设计。
Q： As world's leading sanitary brand, what new products have you brought to the show this year? Which one is most characteristic>
ANS：Our new and most characteristic product is W+W Modul furniture series. It is a water-saving product adopting "water reuse" technology. It re-uses waster water from washbasin to flush the toilets. It is truly a green product with innovative design. Another one is Hide & Seat shower space. By introducing a seat with hidden storage space, it makes the shower space neat and tidy. It is a very functional and thoughtful design.

17.每年上海厨卫展的举行时节，对企业来说就将引来自己一年的期中考。您给前半年的成绩打多少分？后半年的行业走势请用2个关键词做个预测。    
Q: Now it is already the 5th month of the year. What is your sales performance in the first half of the year? How do you compare it with last year's performance?

18.对于企业来说，大大小小的展会年年都参加，也会去国外参观甚至参加国际展会。对于贵企业来说，一般会选择哪些展会参加，参展的目的是什么？      
ANS: 乐家作为全球领先的卫浴行业，基本上每年都参加全球重要的展会，超过10多个，主要在欧洲参展，包括德国国际卫浴展、100% 伦敦设计展等等。我们参展主要是配合当地的宣传活动，展出新品及新技术，与业内人士交流。
Q:  For most companies, they tend to join many exhibitions and may even go aboard. What exhibitions does Roca attend and what are your objectives?
ANS: As a leading sanitary brand, Roca takes part in nearly all the major exhibitions all over the world. We join more than 10 exhibitions in Europe and Asia, including ISH in Germany, 100% London Design Show. We take part in these shows to display our new products and technologies as well as to interact with people in the same industry.

19.请您对明年中国卫浴行业做个预测，相比国外欧洲市场，对于中国市场会有特别的品牌推广策略吗？
ANS：我们预计明年的市场，不论中国或欧洲都比今年好。因为美国经济会好转，而欧洲也会走出谷底。中国的房地产市场相信也会有健康的发展。我们的策略是引进适合中国市场的产品，同时研发适合本土市场的产品。
Q： What is your forecast of the industry next year compared with European markets? What are your China strategies?
ANS: We are expecting to see a better market next year, no matter it is in China or Europe. It is because the US economy has been recovering and Europe will come out of its bottom. In China, we believe the property sector will see a healthier growth. Our strategies are to introduce those products which are suitable for local market as well as to develop completely new products for local market.

20.今年卫浴行业整体发展趋势减缓，业内不同的声音也是此起彼伏。那么乐家今年在中国的整体策略是怎么样的？
ANS: 今年全球经济依然不稳，中国经济也开始放缓，但房地产市场依然紧缩。另一方面，也看到环保越来越受重视。因此，我们的策略是走环保及中、高端路线，推出实用且环保的产品。                                                                          
Q: This year the bath industry in China has been developed at a slower pace, which has triggered a debate of different solutions. So what is Roca’s whole strategy in China this year?
ANS: This year the global economy is going still unstable and China is slowing while the property sector remains regulated. On the other hand, we see more and more people focus on sustainability. Therefore, our strategies are to focus on mid- to hi-end market with special emphasis on green and functional products.

21.时间已经到达了5月，是一个接近年中的时间，乐家在上半年的销售业绩如何？环比去年同期情况是怎样的？
ANS: 我们上半年的销售成绩跟预期接近，与去年相若。
Q: How is your sales performance so far this year? How about comparing to last year?
ANS: Our sales performance is close to our expectation and similar to last year’s performance.

22.要出成绩，渠道拓宽很重要。贵企业目前主要的销售渠道有哪些？努力想尝试甚至已经在拓展的渠道又有哪些？如何看待“进社区”这种精准化营销渠道？ 
ANS: 我们目前主要靠经销商经营专卖店的方式进行销售，专卖店一般设在卫浴产品较集中的地点，如上海的宜山路。 现时我们也在开拓网上营销，如在天猫开设网店，反应不俗。至于“进社区”，乐家现时与阿玛尼合作的阿玛尼/乐家旗舰店，就是设在新天地的华府天地内，一个非常高端的社区，所以我们觉得这也是可行的路线。
Q: It is important to develop channels to generate sales. What are your major sales channels? What new channels are you developing now? How do you assess the strategy of "penetrating into residential areas"?                                                                                                                                                        
ANS: We rely on our distributors to run specialty shops to promote Roca’s products. These shops are located at more popular shopping areas focusing on construction materials and home deco products like Yishan Road in Shanghai. Now we also run an online shop on tmall.com. Regarding entering into residential area, we are working on it with our Armani/Roca flagship opening in a high-end residential area near Xintiandi. We think this strategy works.

23.最近国内食品药品行业曝出的一系列事件触目惊心，前天是毒奶粉，昨天是地沟油，今天是毒胶囊，消费者不知道下一个被曝的行业是哪个。所以消费者有问题问家居企业：贵企业的产品环保性能过硬吗？贵企业售前售中售后服务过硬吗？贵企业从哪些方面能让消费者放心购买，安心使用？家居行业应如何做才能整体提高在消费者心目中的美誉度？
ANS: 乐家作为全球领先的卫浴行业，在环保、品质、售前售后服务等各方面，均是领先同行，让消费者可以放心的品牌。至于提高整体行业的美誉度，当然需要各参与企业共同努力，为客户提供优质产品，有关方面也可以帮忙处罚问题企业，可以打快行业走向健康发展的步伐。
Q: With terrible news on faked products in the food industry. Many people have same concern on home deco products too? Do you think your products are green enough? With proper before and after sales services? How do you give confidence to your customers? How can home deco industry enhance their reputation among customers?
ANS: As a leading sanitary brand, Roca focuses on sustainability, quality and before and after sales services. We believe we are leading in all these aspects giving much confidence to our customers. To enhance reputation for the whole industry, we think the relevant authorities can exercise certain rules and regulations to make the industry grow properly.

24.本届展会贵司都推出了哪些新品，有什么亮点？
ANS: 乐家今年重点推介的W+W低碳套间家具系列，正是节水先锋，采用复用水技术，可将脸盆的废水，作二次使用来冲洗厕所，属于创新设计兼且环保的杰作。另外，Hide & Seat淋浴房的多功能设计也是非常独到，在淋浴间内设置坐凳，在内隐藏两个储物空间，令淋浴房整齐清洁，可以说是非常周到和实用的创新设计。
Q: What are the new products and major products for promotion this year? How do you compare it with last year?
ANS. Our new product is W+W Modul furniture series. It is a water-saving product adopting "water reuse" technology. It re-uses waste water from washbasin to flush the toilets. It is truly a green product with innovative design. Another one is Hide & Seat shower space. By introducing a seat with hidden storage space, it makes the shower space neat and tidy. It is a very functional and thoughtful design.

25.如今，科技力量让产品从外观到性能都更加轻巧便利，2012年贵司为消费市场带来了哪些新的技术？
ANS:乐家今年重点推介的W+W低碳套间家具系列，正是节水先锋，采用复用水技术，可将脸盆的废水，作二次使用来冲洗厕所，属于创新设计兼且环保的杰作。
Q: What is the new technology from Roca this year?
ANS: Our new product is W+W Modul furniture series. It is a water-saving product adopting "water reuse" technology. It re-uses waste water from washbasin to flush the toilets. It is truly a green product with innovative design. the shower space neat and tidy. It is a very functional and thoughtful design.

26.中国市场厨卫品牌众多，并有不断扩大的势头。你们如何在严峻的市场竞争环境中脱颖而出？
ANS: 乐家以创新、设计和环保作为核心价值，此外，我们也很重视健康和实用。我们相信这些可让我们胜出。
Q: With increasing competition in the industry, how would Roca compete?
ANS: Our core values are innovation, design and sustainability. Besides, we focus on wellness and functional too. We believe these values help us stand out.

27.今天，厨卫行业发展不仅锁定在产品本身，更带入了新颖健康的生活方式，请结合贵品牌，发表下您的见解？
ANS: 乐家很早已在产品中注入健康元素，推出了多款按摩浴缸，并且淋浴头。这些都可让用家放松身心。
Q: The concept of wellness has been introduced to sanitary products. What are your views?
ANS: Roca has focused on wellness for many years. To this end, we launch many bathtub with massage systems as well as our shower heads. We believe all these help relaxation.

28.贵品牌的消费群体主要是哪一类？
ANS: 中、高端市场
Q: Which market segment do you target at?
ANS: Mid to hi-end market

29.未来品牌的整体定位如何？
ANS: 乐家品牌一直贯彻，就是以创新、设计和环保作为核心价值，此外，我们也很重视健康和实用。
Q: What is your future brand positioning?
ANS: Roca has been consistent with our brand positioning. Our core values are innovation, design and sustainability. Besides, we focus on wellness and functional too.

30.作为亚洲最大的厨卫展会之一，上海厨卫展已连续举办17届，您本人对本届展会有何期许？希望在展会上收获什么？
ANS: 我们希望与业内人士、媒体和客户交流，给我们意见。
Q：What are your expectations on this show?
ANS: We hope that we can interact with people in the industry, media and customers. We want to hear your comments on us.

31.许多知名建筑中都使用了你们的产品，您认为贵公司吸引这些大型项目的原因何在？
ANS: 我们的产品的设计和质量都是一流的，所以吸引他们。况且，使用乐家产品，更能与高档建筑物匹配。
Q:  Many famous buildings used Roca products. Why do you think Roca attracts them?
ANS: Our design and quality are best in class, therefore we attract developers of famous buildings. Besides, Roca image can match with their high-end image too.

32.您能像我们介绍在今后公司发展中会有哪些具体措施来更好的提高品牌在国内的知名度和市场竞争力？
ANS: 我们会继续推出适合中国市场的产品，拓展销售，在媒体上宣传。利用网店及微博等工具与更多人接触。
Q：What measures will you take to enhance brand name in China?
ANS: We will continue to launch products suitable for China market, expand our sales network, conduct publicity campaign on media. Besides, we make use of our online shop and weibo to promote online to interact with more people.

ENDS