新机遇 新挑战 旭格开启新零售市场

今年3月，德国旭格国际集团宣布迪策（Torsten Dietze）先生接任大中华区执行总裁一职，并全权负责旭格中国的业务执行与管理。这一具有里程碑意义的事件，成为业内关注的焦点。近日，旭格大中华区执行总裁迪策先生受邀参与《新浪地产》与《中国房地产报》专访，讲述了对旭格中国的战略构想、布局以及未来愿景。

搭载中国经济高速发展，房地产行业呈现出多元化态势。现在，中国市场已然成为亚太地区最有潜力的市场，同时也是德国旭格在海外的重要市场之一。本土化是决定跨国公司在中国成功与否的重要因素，对此迪策先生表示：“首先，旭格会积极借助中国强大的本土生产力和设计能力对采购与供应链去做本地化的发展与布局。其次，旭格会站在最终用户的角度去了解客户对于产品的各种要求。”在深化本土化发展的同时坚守德国基因，秉持匠心精神，将德系产品严谨、精良的精神深深印刻于产品研发设计上。

旭格在中国经过20年的发展，在B2B市场以及一、二线城市大型项目工程领域取得了卓越的成效。与此同时，追求品质生活和舒适的居家环境已然成为眼下人们的生活新方向。对于居家环境的升级、改造也成为了当下的社会热点。使用旭格产品的个人用户逐渐增加，迪策先生认为当下的大环境为旭格提供了一个良好的转型契机：“旭格在最终用户心中建立的良好品牌形象，不仅对工程项目起到了重要影响，同时对旭格向零售端的逐步转型，也起到了相辅相成的作用。我们会通过线上及线下齐头并进的方式，从不同的角度去了解最终用户的想法、需求，不断优化定制化服务，满足不同消费者族群的个性化要求。”为了帮助公司更好地应对转型中所面临的挑战，旭格将响应本土化需求，因地制宜研发创新产品，满足不同环境条件下客户对产品的使用需求和使用习惯。

New Opportunities and Challenges 

Schüco Shifts to the “New Retail” Approach

In March this year, Mr. Torsten Dietze was appointed Executive Director Schüco Greater China, taking full responsibility for its business practices and management. This is a milestone for Schüco China, and draws a lot of attention from people in the industry. Recently, Mr. Dietze accepted the exclusive interview from "Sina Real Estate" and "China Real Estate Business" to talk about the strategy and vision for Schüco China in the future.

As the Chinese economy keeps growing at a fast pace, the local real estate industry is developing in a diversified way. Now China has become the market with greatest potentials in Asia, and one of Schüco's most important overseas markets. Localization is one of the important factors determining whether a multinational company can succeed or not in China. “For procurement and supply, Schüco actively builds upon the powerful design and production capabilities in China, to provide one-stop services and add values to local procurement. And in order to further expand market footprint and better serve local customers, Schüco tends to understand customers’ needs for products from the perspective of end users. ” said Dietze. While vigorously developing localization, Schüco will maintain our German genes by highlighting the unique characteristics of Schüco products.

Over the past 20 years, Economy of China has grown at a fast pace, and so has China’s real estate industry. In this context, large-sized construction projects have emerged one after another in T1 and T2 cities, and Schüco has thus got many successful cases with excellent market feedback. For consumers, better living conditions are what they want today, and that’s why many of them start to renovate their homes. For Mr. Dietze, the current situation provides Schüco with a good opportunity for this transformation. He said,"Schüco has established good brand image among end users. It not only has a great influence on developing engineering projects, but also plays a complementary role in the gradual transformation to retail business. We will spare no efforts to address end users’ needs, both online and offline, to meet their specific requirements with customized services.” In response to this challenge, Schüco will actively develop adapted local products for different environmental conditions and living habits.

在采访的最后，迪策也透露出自己对于旭格在中国市场未来发展的愿景，希望旭格能够成为在中国“家喻户晓”的门窗品牌。对于中国这一具有13亿人口的大国，旭格具备了广阔的成长空间。对于旭格中国而言，在过去的20年中，深耕中国市场并且在一、二线城市大型项目上收获了丰厚的成果。

“未来，我们会深入布局三、四线城市，了解当地消费者的需求，让旭格产品的优势得到最大化体现。旭格致力于在未来能够成为中国市场首屈一指的品牌，为广大老百姓熟知。以上是旭格未来的两大愿景。”

——旭格大中华区执行总裁迪策

 —Torsten Dietze, Executive Director Schüco Greater China, Schüco.

At the end of the interview, Dietze also revealed his vision for the future development of Schüco in the Chinese market. He hopes that Schüco can become a "household brand" in China. For a country with a population of 1.3 billion, Schüco has ample space for growth. For Schüco China, in the past 20 years, it has been deeply involved in the Chinese market and has achieved great results in large-scale projects in first- and second-tier cities. Dietze said: "In the future, we will expand our market footprint in 3rd and 4th tier cities and maximize the advantages of Schüco products by understanding the needs of local consumers. Schüco is committed to becoming a leading and household brand in the Chinese market in the future.”

门、窗、幕墙，答案就是旭格！

Windows, Doors and Façade,

there is only one answer: Schüco!

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