Excellence Casa Liu Wei: Play the design club

Liu Wei, Chairman of Hong Kong Excellence Casa International Co., Ltd.

Reporter: What is the current direction of the real estate and home improvement industry?

Liu Wei: Because it is like this, we set up this company. We have two shareholders who have two real estates. The other one is Italian. It is native to Italy, and it is also related to building materials. The other is also Do related industries, so we are familiar with this industry. You have to ask me about the real estate, I think it is like this, whether it is the government's policy restrictions or all things, now, for example, in cities like Beijing or first-tier cities, most of the demand may be improved. It is no longer the case. I said that the people we serve are basically not the ones who buy houses. For us, the current real estate situation does not feel much impact. This is the case from the home improvement industry, because everyone used to be the first house, especially the second house. People in the second house would like to do it according to their own wishes, but due to the development of society, due to some high-level people I think they may need someone to help them solve these problems. What do I want and who will help him implement it. We are targeting these people. This is why we are customized. We communicate with him exactly according to the style that the owner wants. We configured with him to achieve what we have provided. I always said that our company does not say that it really sells a table and sells a stool. I always tell them that the first step is to provide services, and second. Steps We want to provide a lifestyle, this is our goal.

Reporter: Mainly lifestyle?

Liu Wei: Yes, but you have to put this lifestyle into something that is very vain. Others don’t know what it is, so now we are offering more than just design, not just a piece of furniture. It's a whole, from service to product. So in this case, you can fully reach the owner's style after communicating with the owner. Many times, because the owner wants such a feeling, but because he is not a designer, he can't even know where to buy even if he can think of it. The street runs to the home store. This home store is very hard. It is because we used to do real estate. We also saw that this property has been commercialized since 1999 and has been in business for 15 years. After 15 years, it has already I have cultivated a lot of people's love for their own houses, and then what to do, so we have provided such a whole service. So you look at us, why don't we open a store, it's not that we can't afford to buy a store. From the current service goal, we don't open a store. We don't plan to sell a table and sell a stool. Our foothold is not like this. The company, from the first day, our goal is to be fixed. So you see that we have such a clubhouse. In fact, we are not open for business. We don’t do any business activities. We just ask some designers. Why is it called a designer club? Everyone here has the opportunity to exchange ideas. Many designers help the owners. After he finished, he didn't know where to look for products, so we hope to have a place. We are a small part here. There will be a lot of services for us. For example, the owners travel directly to Italy, and we also have special visits. I am willing to provide this to the owners very safely. For example, we are determined to ensure that our products are Italian. We hope that the owners will see the products made in Italy. I don’t want to see the crisis of trust in this market is low. We Providing such a good lifestyle, as if it were a counterfeit product, we hope to correct everyone's ideas through this company. You like our sofa, I personally saw it. This bag is all handmade. This is what we personally saw in the Italian factory. For example, some lights, some iron hooks are real cast iron, ready to fall. The hot metal, one by one, you said how big the difference, in fact, this is a lot of clothes industrialized and made by hand is actually a meaning, when we are doing the club, including when doing the company, we are I hope to make a goal of a quality lifestyle.

In fact, several of our shareholders are more passionate about these things than making money with these things, because each of our shareholders now has their own business. This is a sideline for all of us, and each of us has our own company.

Reporter: I love a lifestyle and present this product to the public.

Liu Wei: First of all, I like these things. I usually like them. In addition, one of our shareholders has a private club. He will treat his private club very carefully, so at this time we are doing this because we like these things. Home company, in fact, we are more interested than making money, really because we like it.

Reporter: You also said that the original intention of our club was actually to play, happy, I love this lifestyle, and use this to convey to your audience.

Liu Wei: Several of us are the first to play with the mentality of playing, because everyone has their own business, so our last shareholder said that at the expense of Han Zong, you said that you are in charge of this company, in fact, they all like this thing. So when we are screening these products, we may not consider economic interests more. We are more concerned with our designers. Now Carlo Columbus, he is a very well-known Italian designer, we talk to him. The earliest known benefit was that he benefited from these products. He was very interesting. He designed everything, architecture, interior, and products, but he did not come to China in his early years. He was very interesting and always wanted to come to China, but he was always busy and moved to Switzerland. And in this way, then when we arrived in Italy, we became a very good friend with him. First of all, a lot of products downstairs were his, we just hit it off, so I put his designer office here, so he Now it has become the main designer of our designer club, our head card designer, because we have a cooperative relationship with him. We have also become a cooperative studio in China.

Reporter: When I interviewed him last year, I was in the store of Moran floor. Are you a partner?

Liu Wei: It is like this. The owner of Moran Floor is one of our shareholders.

Reporter: This furniture is also cooperating with Carlo Columbus.

Liu Wei: I work with his Italian architecture firm because what we advocate is not to sell products, we want to provide them to customers, because customers are not designers, when he tells you what he wants, it is very Very emotional, just very intuitive to say how I want my house, how can he become like this, really, I don't know, we need designers to turn this into a customer Things, so the level of this designer will be very important. We have two real Italian designers here. Gabu including Xiaomu is also returned by Italian design. Our service method is to give customers the first design and then put the products into it. The lifestyle is expressed, not that I buy one today. I want to buy another thing tomorrow. It’s not like his style. It’s not like the style he wants. Italy has ordered it, mainly like this.

Reporter: Is it one?

Liu Wei: Including jewelry, as long as you come up, we will do our best to customize it for you. This is the case. We have served a developer some time ago. His sales office is very large, about 3,000 square meters plus model. Between, so he wanted a suede carpet at the time, and this carpet is very large, six meters by six meters, the only one we made in the world, because no one has done this carpet, we have customized him in Germany 950 pieces of custom-made carpet, why I said it is customized, we hope to be able to make it is in line with the psychological needs of this owner, because we are all playing tickets, or playing more than anything else, I always If you are interested, you will do a good job. We are not concerned about how much money this business can earn. Some of our shareholders are very good people. In fact, we are more inspired. At that time, we had a project, real estate. The friend said it and said that I can't buy what I want.

Reporter: Are you actually serving the high-end group?

Liu Wei: Our goal is also the same, including some designers are really difficult to serve the general public, at least from this aspect, because we are customized services, or relatively high-end customers, and more integrated, We are indeed like this. Some friends said that the chairs are very beautiful. I said that my friends asked them to send you a copy, but our theoretical logic is not so single-selling. This is not the goal of our service.