Creating Momentum for a New Beginning — Hörmann Beijing's 25th Anniversary Celebration Event

On October 13, 2023, Hörmann (Beijing) Door Co., Ltd. (hereinafter referred to as Hörmann Beijing) successfully hosted the 25th-anniversary celebration and the global launch event of the HTA100 new product series at its factory in Yizhuang, Beijing. This event marked not only Hörmann's own celebration but also a dedication to the industry.

This milestone anniversary celebration event garnered attention and support from various sectors of society. High-level executives, including Martin J Hörmann, representing the Hörmann family, Dr. Nippel, President of the Asia-Pacific region, Mr. Liu Xinchang, Vice President of the China region, and Ms. Wang Shengxue, Director of Hörmann's Distribution Management, were present. In addition, representatives from dealers across China and Southeast Asia, industry experts, media representatives, and well-known figures from society attended the celebration.

01

Speeches by Hörmann Management

Firstly, Mr. Martin J Hörmann delivered the opening speech, introducing the development journey of Hörmann in China, its achievements, and the plans and vision for future development and innovation. The new HTA100 series of entrance doors, a successful combination of German technology and Chinese elements, was presented during the event. Mr. Martin J Hörmann, on behalf of Hörmann Group in Germany, expressed sincere gratitude to the Chinese consumers, partners, and employees who have supported Hörmann over the years.

Dr. Nippel, President of Hörmann Asia-Pacific, stated that since Hörmann Group from Germany entered China in 1998, they have been committed to providing comprehensive solutions for various industries in China, including public buildings, industry, schools, hospitals, and residences. After years of development, their products and services have taken a leading position in various industries. In recent years, as the market has continued to evolve, the demands of consumers in the home improvement sector for door products have been gradually increasing. Responding to market needs, Hörmann is also advancing its retail business in China and has made adjustments in its organizational structure and product system to meet the demand for high-end door products in the retail market. The new product introduced during this event is the result of their accumulated efforts and momentum. Additionally, indoor doors, garage doors, and other products are being introduced to match the needs of the home improvement retail market.

02

Product Launch

During the subsequent product unveiling ceremony, the highly anticipated HTA100 entrance door was finally revealed.

Mr. Hu Haitao, the Technical Director of Hörmann Asia-Pacific, systematically introduced the brand-new Golden Series entrance door product, HTA100. This product is a high-end platform product tailored to retail demands, with over a year spent on its development. Personalization, customization, and high-end features are not only reflected in traditional aspects such as size, hardware, configuration, and intelligence but also through the flexible selection and customization of four major series of decorative surfaces: "Elegance Stone," "Pure Aluminum," "Noble Copper," and "Stainless Steel," providing comprehensive personalization. As an entrance door product primarily for villa projects, the HTA100 series meets the demand for "high and wide entrances," with a height of up to 3000 mm. The factory is actively applying for relevant national technical patents.

Mr. Gao Shun, National Retail Distribution Manager, unveiled Hörmann's 2024 retail market operation strategy, marking Hörmann's significant focus on the Chinese retail market from this point on. Hörmann will attract nationwide markets through industry exhibitions, cross-industry cooperation, and online channels. They will also establish four sample markets nationwide to radiate the surrounding cities based on mature case examples from sample markets. Additionally, they will increase headquarters support, including headquarters system development, VI development, SI development, training assistance, proactive marketing support, installation assistance, and importation of store profitability models, to help dealers achieve profitability.

Mr. Albert Chen, Manager of the Marketing Department, shared Hörmann's retail product system and positioning. As the field of home improvement evolves, consumers are paying more attention to details that can enhance residential quality, and high-quality doors are increasingly in demand in the market. The HTA100 series, which Hörmann introduced, addresses this consumer need. Mr. Albert Chen also shared Hörmann's marketing department structure and the support of new media matrices in the retail market.

In the afternoon, Mr. Martin J Hörmann, Dr. Nippel, and Mr. Liu Xinchang accompanied guests on a tour of the Hörmann Beijing factory and the entire range of new products launched during the event, attracting keen attention from the attendees.

03

Celebration Dinner

In the evening, the grand and authentic German Beer Festival commenced within the Hörmann Beijing factory. Mr. Martin J Hörmann, Dr. Nippel, and Mr. Liu Xinchang joined guests from various sectors in toasting and celebrating this memorable day. Discussions also took place regarding how to maintain closer cooperation with Hörmann, among other topics, with a shared anticipation of more communication and connections with Hörmann in the future.

Hörmann Group from Germany is a family-owned company in the international door industry, capable of providing a comprehensive range of door products. After nearly a century of innovative development, Hörmann has already become a symbol of door products globally. This is not only due to the company's adherence to Germany's precision and professionalism but also stems from continuous experience accumulation and innovation. In 1998, the German Hörmann Group established its first factory in Yizhuang, Beijing, marking its entry into China. Over the past twenty-five years, Hörmann has grown alongside customers, dealer partners, and various sectors in China, achieving remarkable results and realizing its vision in China - 'Using Hörmann's high technology to create Chinese mastery of doors.' In the future, Hörmann will remain focused on better serving the Chinese market.