**Hannover Flooring: Bringing Innovation to the Chinese Market**
Hello, everyone. Today, we’re excited to bring you an exclusive interview with Mr. Hee, the Deputy General Manager of Hannover Flooring in Germany. Let’s dive right in.
**Reporter:** On July 23, the Hannover China Home Experience Museum opened in the North Fourth Ring. It’s reported that this is Hannover’s fourth store in China. What makes these new stores unique?
**Mr. Hee:** This is actually our fourth store in Beijing, but it’s the 31st in the national network. The main difference is that it's a "big" and "full" store. We have a total area of 1,500 square meters, and we showcase the entire range of Hannover flooring products. In China, no other store has such a large scale and display effect for imported flooring or foreign brands. This store serves as a model for future shops, especially for products that may be introduced later.
**Reporter:** It’s understood that you’ve introduced two new concepts—sports flooring and ceramic flooring. These are relatively new ideas. Can you explain the features of these two products?
**Mr. Hee:** Sports flooring isn’t unfamiliar to many. You often see it in basketball courts, squash courts, and other sports venues where elasticity and wood-based surfaces are essential. Hannover has been manufacturing sports flooring for nearly 30 years and is considered one of the pioneers in the industry. We are the only floor provider recognized by international sports committees, meeting six key performance indicators. For example, during the 2008 Beijing Olympics, the Wukesong Arena and other major venues used our flooring. It was a proud moment for us.
**Reporter:** With the rising quality expectations among Chinese consumers, how do you plan to promote these products?
**Mr. Hee:** While sports flooring is primarily used in gyms, stadiums, and professional arenas, there’s growing interest from educational institutions as well. Schools like Renmin University Affiliated Middle School and the Shandong Sports Bureau have reached out to us for renovations. This shows that high-quality flooring is becoming more desirable, and we believe this trend will continue as standards improve.
**Reporter:** What about ceramic flooring? How does it differ from traditional tiles?
**Mr. Hee:** Ceramic flooring is quite innovative. It combines the aesthetics of ceramic tiles with the practicality of wooden flooring. Unlike tiles, which are heavy and require more labor to install, our ceramic flooring uses a lock-type system, making installation faster and less costly. It’s also lighter, reducing structural load on walls and floors. Plus, it offers better waterproofing and durability, with a warranty of up to 25–30 years. We believe it can replace traditional tiles in areas like living rooms and public spaces.
**Reporter:** Who is the target audience for ceramic flooring?
**Mr. Hee:** It’s aimed at the mid-to-high-end market. Our pricing is competitive, and we offer both imported and domestic high-end options. Over time, we expect lower costs due to improved efficiency in installation and materials.
**Reporter:** Given the current market conditions, what’s your strategy for expansion in China?
**Mr. Hee:** While the market may be cooling down, we focus on niche, high-end products. We target stable elites who are less affected by economic fluctuations. Our products have only been in China for about three years, and we’re still growing. Although the pace might slow, we don’t expect a decline in market share. We remain confident in our long-term growth.
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