今年下半年以来，爱力蒙特频频进入行业的视线。

　　ELEMENT has come under the spotlight in ceramic industry since the second half of 2021.

　　2021，我们看见，一匹黑马脱颖而出。

　　In 2021, we saw that a dark horse stood out of the crowd.

　　不错，2021属于爱力蒙特。

　　Yes, 2021 is the year for ELEMENT.

　　无论是7月19日爱力蒙特首席产品官魏贝赞，以演讲嘉宾的身份现身“首届产品经理大会”，还是此后完成进驻中国陶瓷总部、中国陶瓷城两大核心C位，以及与何国辉设计（HGH）、意大利史帝华夫（Stylgraph）、川禾易筑设计三大机构签约，从战略层面上深入践行“BDD模式”，等等，这一系列操作，无不令人对这个突然冒头的“设计驱动型”品牌刮目相看。

　　A series of events including the presence of Mr. Banson in the 1st Product Managers Conference in his capacity as ELEMENT chief products operation officer on July 19, ELEMENT's entry into the core areas of CCIH and CCC, as well as the signatory collaboration with HGH, Stylgraph and Chuanhe Yizhu to advance BDD framework strategically were indeed impressed.

　　爱力蒙特创立于2017年。但前三四年一直只顾低调做事。直到今年华夏陶瓷网才发现，凭借着“进口+优质国产瓷砖”销售平台模式，爱力蒙特至今已在全国拿下100+网点。

　　ELEMENT was founded in 2017. But for the first three or four years, ELEMENT stayed at a low-laying working style. Chinachina.net didn't found it until this year that with the distribution platform of "Import & Superior Domestic Ceramic Tiles", ELEMENT has established over 100 outlets across China so far.

　　而相信，随着其投资千万级的总部展厅TREND HUB在中国陶瓷总部基地的落地，爱力蒙特一定会收获更多的圈内外粉丝。

　　It's believed that the entry of Trend Hub—a 10million invested headquarters showroom into CCIH will help grow the fanbase of ELEMENT both in and out of the ceramic industry.

　　那么，中新合资的爱力蒙特究竟是一个什么样的品牌？它背后的合发利集团究竟是什么来头？本期老牛说·面对面特别采访了新加坡合发利集团董事长Mr.Low Kok Ann，为大家一一作出解答。

　　So what is this Sino-Singapore ELEMENT? What are the stories of Hafary Group behind? In the interview today, Mr. Low Kok Ann, Chairman of Hafary SGP, will tell us all about them.

·华夏陶瓷网总编辑刘小明（左1）和合发利集团董事长Mr.Low Kok Ann视频会谈

　　采访人|华夏陶瓷网总编辑刘小明

　　Interviewer｜Liu Xiaoming, Chief Editor of Chinachina.Net

　　受访人|新加坡合发利集团董事长Mr.Low Kok Ann

　　Interviewee｜Mr.Low Kok Ann, Chairman of Hafary SGP

· 新加坡合发利集团董事长Mr.Low Kok Ann

国际化经营40年

合发利稳居新加坡建材首位

40 Years Dedication in Global Market

HAFARY Remains The Top Building Material Company in Singapore

　　老牛：今天是老牛说·面对面专栏开始以来，迎来的第一次非常特殊的日子，通过远程视频的模式采访来自新加坡建材企业龙头代表——合发利的董事长Mr.Low，欢迎!

　　Mr. Liu: Today is the first very special day since the inception of our show. We are glad to have this virtual talk with Mr. Low, Chairman of HAFARY SGP—the top building material company in Singapore. Welcome, Mr. Low.

　　Mr.Low：我也是第一次接受采访(笑)。

　　Mr. Low: It's also my first interview (laughter).

　　老牛：我们今天的采访围绕几个问题，第一个问题请Mr.Low介绍一下新加坡合发利公司一些基本情况，包括你们的业务，还有在新加坡那边市场的规模等等。

　　Mr. Liu: In today's interview, we will raise some questions. First of all, Mr. Low, could you please tell us something about HAFARY, including the business, and market share in Singapore.

　　Mr.Low：好的。我们合发利在新加坡不是很大，但也有一定的规模。

　　Mr. Low: Yes, sure. Despite that we are not that big in Singapore, but we do take up a certain share.

　　合发利集团创立于1980年，主营瓷砖。目前在新加坡有6个展厅，总面积大概有7000平方米，还有5个主要货仓，面积达75万平方米。

　　HAFARY was founded in 1980 mainly specializing in ceramic tiles. At present, there are six showrooms in Singapore, with a total area of about 7,000m², and five main warehouses covering 750,000m².

　　除此外，我们有一家大理石加工厂，接下来会逐渐地把设备全部进行升级。另外，我们最近又购置了一个货仓，其中一部分就是作为加工厂来使用的。

　　In addition, we have a marble processing factory. Next we will upgrade all the equipment. We have also recently purchased a warehouse, part of which is used as a processing factory.

　　接下来，我们还会拓展产品线，把大理石和木板纳入体系中。

　　Going forward, we will expand our line-up to include marble and wood.

　　业务方面主要涵盖零售、政府工程、私人工程三大板块。其中，零售目前占比是65-70%，工程(政府、私人)总体是30-35%。

　　The business focuses on three areas: retail, government engineering and private engineering. Among them, retail accounts for 65-70% and Engineering (government and private) takes up 30-35%.

　　在工程方面，其实经过多年的稳健发展，合发利也成为了新加坡建筑业几大开发商的供应商，尤其是在新加坡建路局，占整个政府工程60%的份额。

　　As for engineering, in fact, HAFARY has also become a supplier to several major developers in Singapore's construction industry after years of robust progress. Especially in Singapore Road Construction Bureau, we take up 60% of the entire government projects.

·合发利总部大楼

　　老牛：合发利在新加坡是上市公司?

　　Mr. Liu: Is HAFARY a listed company in Singapore?

　　Mr.Low：是的。2009年上市，到今年是12年了。

　　Mr. Low: Yes. It has been 12 years since it was listed in 2009.

　　老牛：瓷砖业务主要是覆盖新加坡市场还是整个东南亚市场?

　　Mr. Liu: Your ceramic tiles business mainly target to the Singapore market or SEA market as a whole?

　　Mr.Low：我们一直坚持“国际化”的经营模式。早在2012年的时候，我们就在越南找了一个伙伴开始进行合作，目前也是我们发展最好的海外市场。之后，我们先后在2014年进军缅甸，在2017年进军中国，与爱力蒙特中国团队成立合资公司。

　　Mr. Low: we've been operating globally. As early as 2012, we started our cooperation with a partner in Vietnam which is also our best overseas market at present. Later, we successively reached out to Myanmar in 2014 and China in 2017, and established a joint venture with ELEMENT China team.

全面发展大/岩板

“大理石加工厂”是坚强后盾

Full Engagement In Large Format / Sintered Stone

Rely On Marble Processing Plant

　　老牛：合发利在新加坡作为一家建材销售商，你们的经营模式跟中国这边应该有一些差异，能不能介绍一下你们那边的经营模式?

　　Mr. Liu: As a Singapore-based building materials distributor, your business model should be different from that in China. Can you tell us about your business model?

　　Mr.Low：我们的经营模式和中国大部分的建材销售商确实存在一些差异。

　　Mr. Low: there are some differences between our business model and most building materials sellers in China.

　　我们建立一家建材公司需要具备一定的条件，包括要有自己的原材料、仓储和展厅。

　　Certain condition is required to establish a building materials company, including having our own raw materials, storage and showroom.

　　从经营模式来看也很简单，因为新加坡面积不大，所以不需要像中国建材商那样做大范围的经销网络，所以我们开店后的着重点在于，根据不同的渠道群体设立专属部门对接。比如有专门负责做政府工程的，以及专门做私人公寓、别墅等项目的。

　　Our business model is also very simple. Because Singapore market is not that big, we do not need to create a large distribution network like Chinese building materials manufacturers. Therefore, after opening the store, we focus on setting up exclusive departments according to different channel groups. For example, there are people who are especially responsible for government projects and private apartments, villas and other projects.

　　老牛：你们需要做体验间吗？还是纯粹材料展示？

　　Mr. Liu: Do you also work on the experience room? Or just only material display?

　　Mr.Low：也有一些体验间。我们总公司最大的展厅是两层楼，一层有22500平方尺。

　　Mr. Low: We also need some experience rooms. The largest showroom of our head office is designed in two floors, with the first floor taking up 22,500 square feet.

　　最近刚刚装修完第二层，做的非常漂亮，可以说是震撼整个新加坡。我们三楼主要做大板，目前最大的规格是3200×1600mm。

　　The second floor has just been decorated, and it is beautiful enough to be a big hit in Singapore. The third floors is mainly about large format tiles. At present, the largest spec is 3200 × 1600mm.

·合发利展厅

　　老牛：那些大的板应用方面主要是用来铺地上墙还是也会用到家居上，做家具台面或者家具板材？

　　Mr. Liu: Are those big slabs mainly used for ground and wall paving, or will they also be used at home furnishing to make countertops or furniture plates?

　　Mr.Low：都有。新加坡房子面积不是很大，大板通常用在商业空间，还有大的别墅，新加坡叫做优质洋房，那些大面积的房子才会用到。

　　Mr. Low: Yes. The house area in Singapore is not very large. Large format tiles are usually used in commercial space and large villas which is called high-quality western-style house. Only those large-area houses require big slabs.

　　老牛：你们有大理石加工厂，大板和大理石是一起加工的吧？

　　Mr. Liu: You have a marble processing factory. Large format tile and marble are processed together, right?

　　Mr.Low：是的，我们的大理石加工厂具备大型加工能力，可覆盖所有大板、瓷砖、大理石的加工，目前最大的加工规格是3200×1600mm。有了之前大理石加工的经验铺垫也让我们发展大板有了更强悍的后盾。所以，我们这次重新装修的展厅把大板作为了一个展示重点，以此来吸引更高端的客户。

　　Mr. Low: Yes, our marble processing plant has large-scale processing capacity, which is able to process all large format tiles, ceramic tiles and marble. At present, 3200×1600mm is our largest processing specification. With our previous experience in marble processing, we also have a stronger backing for the development of large format tile. The large format tile in our renewed showroom is used as a key display to attract more high-end customers.

·合发利展厅

　　老牛：你们做石材，本身加工能力很强。有没有考虑为了更好输出大板，包括大板进入家具领域，在中国做加工厂?

　　Mr. Liu: Stone material company usually has strong process capability. You have any idea about building processing factory in china to deliver better big slabs and better large format tile for home decor?

　　Mr.Low：其实这也是我们接下来的一个方向，我们会把在石材方面的加工经验输送到爱力蒙特。

　　Mr. Low: actually, this is what we do next. We will transfer our experience in stone processing to ELEMENT.

合发利× 爱力蒙特

优势互补的“中新合作”

HAFARY×ELEMENT

Sino-Singapore Alliance to Enhance Mutual Strength

　　老牛：刚刚您也谈到了爱力蒙特公司成立的事，我们为什么要在中国成立爱力蒙特公司？起因是什么？你们是怎么样和爱力蒙特魏总这边结缘的？

　　Mr. Liu: Just now you mentioned the establishment of ELEMENT. Why establish ELEMENT in China? What led to this decision? How did you get acquainted with Mr Banson of ELEMENT?

　　Mr.Low：爱力蒙特是2017年成立的。

　　Mr. Low: ELEMENT was founded in 2017.

　　跟魏总的结缘，以及成立爱力蒙特中国公司也是基于多个方面的考虑。一来魏总有丰富的瓷砖行业销售经验，其次经过长时间的接触沟通，我们都认同魏总是一个非常有责任感和理想的人，大家有共同奋斗的方向。再者从双方的角度来说，魏总团队在研发新产品的效率上非常高，而我们有自己的品牌，两者结合成立一家公司，我们认为是优势互补的一次强强合作。

　　The connection with Banson and the establishment of ELEMENT China are also based on many considerations. On one hand, Banson is very experienced in ceramic distribution. The other is, after a long time of contact and communication, we all believe that Banson is a responsible idealist. We share the same ideas. Moreover, Banson's team is very efficient in product development. Backed by our own brand, we joined hands to create a company, which is a strong alliance that will goes from strength to strength for each other.

　　比如新加坡需要哪些方向的新产品，我们可以让魏总团队着手去研发，而我们在中国的工程项目也可以直接交给魏总他们去做。

　　For example, if Singapore needs any new product, Banson's team work on it and tend to the projects we entrust them in China.

　　老牛：您的意思是由爱力蒙特团队研发的一些产品输送到新加坡?

　　Mr. Liu: Do you mean that some products developed by ELEMENT team are delivered to Singapore?

　　Mr.Low：是的。当然我们销售团队也会针对新加坡市场的需求把意见反馈给到爱力蒙特，让他们结合信息去把握方向进行研发。包括意大利开始流行什么，都会跟爱力蒙特团队沟通。

　　Mr. Low: Yes. Of course, our sales team will also give feedback to ELEMENT based on the needs of the Singapore market, so that they can head towards the right direction combined with the information given. We also share with ELEMENT team on the trendy products in Italy.

·合发利展厅

　　老牛：你们在中国接的工程，会交给爱力蒙特做?

　　Mr. Liu: Will you hand over the project you take in China to ELEMENT?

　　Mr.Low：我们的大股东合成统一集团在马来西亚，这是一家拥有六大核心业务且信誉卓越的上市企业。业务遍布于种植、房地产投资与开发、金融信贷、汽车、贸易和建材领域，旗下不仅有品牌——香港“利星行”，而且在中国也有一些物业的工程，以后慢慢会把这些交给爱力蒙特去做，市场蛮大的。

　　Mr. Low: Hap Seng Consolidated Berhad, our shareholder based in Malaysia is a reputational listed enterprise with six core businesses spanning from planting, real estate investment and development, finance and credit to automobile, trade and building materials. Lei Shing Hong Limited is one of its brands. And many of its property projects in China will be gradually taken over by ELEMENT. So there is a large market to be developed.

·合成统一集团大楼

　　老牛：现在爱力蒙特的模式是进口瓷砖平台+国产产品，是这样的经营模式吗?

　　Mr. Liu: Right now ELEMENT adopts a business framework of imported ceramics platform + domestic products. Is that true?

　　Mr.Low：对，相当于进口+优质国产瓷砖的销售平台。

　　我们合发利有一个董事对意大利非常熟悉，我们跟工厂的关系非常好，爱力蒙特需要哪些供应链和资源，我们都有办法提供给他们。而且很多意大利工厂我们跟他讲好，专为我们做产品。所以，从这一个层面来说，意大利厂家是我们一个比较稳定的优势。

　　Mr. Low: Yes, it's a distribution platform of imported + high-quality domestic ceramic tiles. One of our directors are well-informed the trends in Italy. Thanks to our connections with factories, we are able to provide ELEMENT with whatever supply chains and resources it requires. Many Italian factories have agreed to make products for us exclusively. So, from this perspective, Italian factories provide robust strength.

　　老牛：这是一个很重要的优势。国际资源很丰富，这方面是很多品牌不能比的。

　　Mr. Liu: Such strength is very important. A brand with abundant resources globally will be much stronger than others.

·合发利展厅

以中国市场为原点

用美感、优质走向国际

Based On Chinese Market

Globalize Our Esthetically Quality Products

　　老牛：经过这几年的沉淀发展，您对爱力蒙特下一步有什么样的期望？或者在对整个中国市场的布局中，希望爱力蒙特成长为什么样的品牌?

　　Mr. Liu: what do you expect from ELEMENT in next phase after its progress made in these years? Or what brand you want to build ELEMENT into while making your market strategies in China?

　　Mr.Low：这几年来，爱力蒙特无论是销售还是品牌势能都获得了快速的发展，目前已经有近百家终端网点，可以说是在瓷砖界有了一定的名声。

　　Mr. Low: in recent years, ELEMENT grow strongly in both sales and branding. At present, there are nearly 100 sales terminal outlets, which build up its reputation in ceramic industry.

　　而从长远的发展来说，一直以来爱力蒙特都是坚持用美感、优质的产品去打动消费者，再加上团队拥有自主研发的能力，所以以中国市场为原点，稳健地向中高端品牌方向发展，并逐步走向世界也是我们和魏总合作并成立品牌的初衷和愿景。

　　In the long run, ELEMENT will continue to deliver esthetically quality products for our consumers based on its development capacity provided by the team. So it's our original aspiration and vision of moving forward from Chinese market to high-quality and even global market that drive our cooperation and branding.

　　老牛：你的意思是爱力蒙特不仅仅未来做中国市场，也可以做全球其他国家的市场?

　　Mr. Liu: So you mean that ELEMENT will target to both china and other countries, right?

　　Mr.Low：对，中国市场是一个基本，把定位找准后，接下来就是要走向国际市场。

　　Mr. Low: Yes, the Chinese market is our foundation. Our next step is to find ways into global market by well-positioned strategies.

　　老牛：这个国际品牌主要是销售中国瓷砖?

　　Mr. Liu: This international brand mainly sells Chinese ceramic tiles?

　　Mr.Low：对，而且是高端的产品销售。因为我们始终认为跟人家比便宜没有意思，要想长远发展，一定要做高附加值的东西，这也是我们跟魏总一直努力的方向。

　　Mr. Low: Yes, and it focuses on high-end product distribution. I believe selling products at a lower price than other is meaningless. To sustain our business, we must focus on something with high added value. This is what Banson and I are working on.

·合发利展厅

　　老牛：如果说到产品，魏总在我的印象当中是一个很好的产品经理人。首先他懂产品，其次他这些年跑中国市场逐步跑出来了，从产品到市场整个生命周期的管控包括研发把握等等这些东西，他在行业里面还是很有名的，而且爱力蒙特这个团队也一直在保持高端市场的耕耘态度。

　　Mr. Liu: When it comes to products, Banson is an excellent product manager in my impression. He knows everything about products. He has managed to find his niche in Chinese market and make his name in terms of product/market life cycle control to development /quality assurance. And ELEMENT remains dedicated to high-end market.

　　Mr.Low：是的。一家公司的成长，最重要的就是人才。经过这几年的融合沟通，我们看到了爱力蒙特团队年轻、努力、团结的一面，再加上魏总的带领下，我们相信爱力蒙特会按照他们自己规划好的步调继续往前发展。

　　Mr. Low: Yes. The most important thing for the progress of a company is talent. Years of communication and cooperation allow us to witness the dedication and solidarity of our youthful ELEMENT team. We believe Banson will help ELEMENT to move forward along its scheduled plan.

　　老牛：现在疫情已经有两年了，您谈一下对中国市场未来的看法，尤其是经过这两年疫情之后，对中国市场看法有没有一些变化?

　　Mr. Liu: The pandemic has wreaked havoc for 2 years. What's your expectation on Chinese market? Have your ever changed your perception about the market especially in recent 2 years?

　　Mr.Low：疫情过后当然会有变化，很多企业都面临着生死存亡，但也有不少企业把握住了风口和机会做大做强。其实说到底，这就是所谓的“适者生存”。

　　Mr. Low: of course, there will be changes in post-pandemic era. It's a matter of life and death for many businesses. But still some enterprises seize the opportunities and grow bigger and stronger. In fact, in the final analysis, this is the so-called "survival of the fittest".

　　当然，我还是非常看好中国市场，也看好我们合作的公司爱力蒙特。毕竟中国拥有庞大的人口，内销非常强。

　　I am still very optimistic about the Chinese market and our cooperative company ELEMENT. After all, China has a huge population and resilient domestic market.

　　老牛：所以你们要在中国市场放大合发利的能力，未来在全球市场放大你们的能力。

　　Mr. Liu: Therefore, you should amplify the ability of HAFARY in Chinese market to further enhance your capacity in global market for the long run.

　　Mr.Low：主要我们看好中国市场。

　　Mr. Low: We are very optimistic about the Chinese market.

·合发利展厅

　　老牛：最后能不能介绍一下您40年做建材的主要经历?

　　Mr. Liu: Finally, can you introduce your engagemet in building materials in the past 40 years?

　　Mr.Low：我是1980年代开始进入建材行业的，可以说是经历见证了近代瓷砖的流行发展史。比如从刚开始80年代流行4寸、8寸的意大利小砖，到90年代进入西班牙市场时代，直到2000年后，中国瓷砖企业凭借产量优势火速占据市场，尤其是2003年开始到现在。这也是我们打开中国市场的一个重要时机。

　　Mr. Low: I started my career in the building materials industry in the 1980s. It can be said that I have witnessed the history of how modern ceramic tiles gain their popularity. For example, in 1980s, Italian small format tiles were the dominating trend; in 1990s, Spanish market was the mainstream. China didn't take up much market share until the year of 2000, especially after 2003. This is also an important opportunity for us to occupy the Chinese market.

　　不过当时中国瓷砖还处于萌芽期，工厂品质缺乏保障。当时我们为了找到一些优质的厂家，多次来到中国考察挑选，最后也敲定了一些比较好的工厂展开了长期的合作。现在在新加坡销售的产品最多的还是中国。

　　However, at that time, Chinese ceramic tiles were still in its infancy and the quality was not guaranteed. Back then, in order to find some high-quality manufacturers, we came to China for investigation and selection for many times. Finally, we selected some better factories and carried out long-term cooperation.Most products sold now in Singapore are made in China.

　　老牛：您是从小在新加坡出生、长大的吗?

　　Mr. Liu: Were you born, raised and studied in Singapore?

　　Mr.Low：我是中国土生土长。1959年到新加坡，那时候10岁左右。

　　Mr. Low: I was born and raised in China. I came to Singapore in 1959 when I was about 10 years old.

　　老牛：您是哪一年出生?

　　Mr. Liu: When were you born?

　　Mr.Low：这个秘密不可以讲(笑)。现在人家问我就是50岁了，其他就不管了。

　　Mr. Low: It's a secret. Sorry that I can't tell you (laugh). When people raised that question, I would say:" well, I'm 50 years old." That's it, anyway.

　　老牛：心态年轻很重要。您平常还会跟客户打交道吗?在新加坡会去终端市场和消费者接触吗?

　　Mr. Liu: Staying young at heart in very important. Do you usually communicate with customers? Will you go to the terminal market to connect with consumers in Singapore?

　　Mr.Low：现在我主要是跟一些老顾客老朋友交流，其他的交给团队去对接。现在陶瓷日新月异，有很多的变化和打法年轻人比较懂。

　　Mr. Low: Now I mainly stay contact with some old consumers and friends. Our teams will manage the match-making issues with others. Nowadays ceramics are iterating at fast pace. Younger generations are better at coping with those changes and operations.

　　老牛：不管年轻人还是品牌，都是需要时间培育的，而您有40年的经验，相信在您这位领路人的带领下，合发利和爱力蒙特会有更长足的合作和发展。今天的采访到这里，谢谢Mr.Low!

　　Mr. Liu: It takes times to build a brand or develop a youth team. Your 40-year experience will definitely empower and sustain the development of HAFARY-ELEMENT alliance. That's all for today's interview. Thank you, Mr. Low!