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four billion six million nine hundred and forty thousand eight hundred and twenty-eight

Copyright 2019 Huiyuan Group   Inc. All Rights Reserved.   © Shandong Huiyuan Building Materials Group Co., Ltd   Lu ICP Bei 170651-1

twenty-five thousand
forty thousand +
one thousand nine hundred and ninety-three
five thousand one hundred and eighty

Time of establishment (year)

Cumulative sales since 2004

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Registered capital (10000 yuan)

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As a high-tech enterprise specializing in waterproofing, Huiyuan Group has continuously enriched its product structure, extended its product line, and formed a diversified product system of the group company. It has created a famous brand of "Huiyuan" and five categories and series including modified asphalt waterproofing membrane, self-adhesive asphalt waterproof membrane, waterproof coating, sealing material, system supporting and special engineering materials, The diversified product system with hundreds of varieties and specifications is widely used in more than 2000 major projects in various construction fields such as Olympic engineering, municipal engineering, real estate, high-speed railway, subway, road and bridge, tunnel, water conservancy, national defense, petrochemical industry and other construction fields, as well as waterproofing projects of thousands of households. At present, the company's whole series of engineering waterproof materials for the national investment.
 
Sales model
In the field of engineering channel marketing, Huiyuan Group mainly carries out marketing promotion by means of brand marketing, event marketing, classic engineering marketing, technical marketing and standard marketing. As the saying goes, first-class enterprises do standards, second-class enterprises do technology, third-class enterprises do products. Through more than 20 years of marketing exploration, Huiyuan has gradually upgraded its product marketing to a higher marketing level of marketing waterproofing system. It has organically integrated and sublimated the formulation of standards, compilation specifications, technical promotion, and promotion of waterproof system (integrating waterproof design, provision of supporting materials, construction and after-sales service), and formed its own diversified enterprise marketing concept, On this basis, it has gradually formed its own sales model with Huiyuan characteristics by using high-end marketing strategies such as big events, large projects, large-scale and large pattern.
 
market analysis
1. Industry profile  
Building waterproof material is a component of building functional materials. After construction, the building waterproof material forms an integral waterproof layer on the surface of the building, in order to achieve the purpose of waterproof or enhance the ability of anti-seepage water, so its quality and application effect play a very important role in the structural safety and life of the construction project.  
The original modern building waterproof material is originated from the asphalt felt in Europe. The production and application of China began in the 1940s, and it is almost the only building waterproof material for a long period of time. Since the 1980s, China began to introduce foreign advanced equipment and technology, and developed a variety of new building waterproof materials, such as modified asphalt waterproofing membrane, polymer waterproof membrane, waterproof coating and so on. In the 1990s, the varieties of building waterproof materials have been further expanded. Up to now, the products of building waterproof materials in China have formed six categories, namely: asphalt based waterproofing membrane, polymer waterproofing membrane, waterproof coating, building sealing material, rigid waterproof material, waterproof plugging material, tile and metal sheet waterproof material. In recent years, with the development of the national economy and the continuous growth of the construction industry, China's building waterproof material industry has been rapid development, new materials, new processes continue to increase, the production capacity has been significantly improved, and the product quality of some key enterprises has approached or reached the advanced level of similar products in the world.  
The application fields of building waterproof materials are very wide. At present, the main application fields include roof, underground, external wall and interior of building; Municipal engineering such as urban roads, bridges and underground space; Bridges and tunnels of expressways and high-speed railways; Subway and other traffic projects; Water conservancy projects such as water diversion canal, reservoir, dam body, water power station and water treatment, etc. With the progress of society and the development of building technology, the application of building waterproof materials will extend to more fields.
2. Market conditions  
(1) application objectives and completion of building waterproof materials during the 10th Five Year Plan Period  
During the Tenth Five Year Plan period, the demand for building waterproof materials in China has been increasing by 12% every year, among which the new building waterproof materials are growing rapidly, and the product structure tends to be reasonable.
(2) the output of main building waterproof materials in China in recent three years
In general, the output of building waterproof materials in China has been growing steadily, but the pace of product structure adjustment is gradually accelerating. The growth rate of new building waterproof materials has reached 25.95% in 2007, and the total production volume has reached 70% of the total amount of building waterproof materials. Although the output of asphalt felt traditional backward building waterproof materials still accounts for a certain proportion, But in the past two years, the trend has accelerated.  
At present, the main market of new building waterproof materials is concentrated in Beijing, Shanghai, Tianjin, Shenzhen and other economically developed areas. In areas with relatively backward economic development, due to the relatively high price of high-grade new building waterproof materials, asphalt felt waterproof coiled materials mainly composed of asphalt composite tire flexible coiled materials still occupy a large market share.
(3) production and marketing rate  
According to the statistics of China building waterproof materials industry association, since 2003, the production and sales rate of building waterproof materials in China has been maintained above 96%. Generally speaking, in recent years, the supply and demand of building waterproof materials in China has basically maintained a balance. Due to the upgrading of market consumption, high-end building waterproof materials have been keeping a booming trend of production and sales, while the market of low-end products has shrunk due to poor quality and short service life.
3. Market development trend and capacity  
Market development trend of building waterproof materials  
China has experienced an era of material scarcity, and the architectural concept of pursuing only the basic use function of buildings and ignoring the durability of buildings has been formed. Under the influence of this architectural concept, China has not attached importance to the quality of building waterproof engineering for a long time, and the development of building waterproof materials and technology is slow, which is one of the main reasons for the low popularity rate of new building waterproof materials in China.  
In recent years, China has been aware of the problems existing in the building waterproof market. Therefore, the relevant national departments have promulgated and implemented a series of industrial policies to guide the development of building waterproof materials industry to standardize the product market and optimize the product structure.  
The development of China's building waterproof materials industry presents the following trends:  
(1) further standardize the market, support superior enterprises, and eliminate backward products and production capacity  
According to the current situation that the concentration of building waterproof material industry is low and the market competition is not standardized in China, the relevant departments of the state optimize and adjust the industrial policies to further strengthen the market standardization and help the fittest and eliminate the poor, which promotes the advantages of enterprises to become bigger and stronger. At the same time, we should further encourage enterprises to improve their independent innovation and R & D capabilities, promote technological progress in the industry, comprehensively improve the industrial technology and equipment level of building waterproof materials, eliminate backward production capacity, and promote industrial structural adjustment and industrial upgrading, so that the varieties and quality of building waterproof materials can fully meet the needs of housing construction and infrastructure engineering development.  
(2) new building waterproof materials are widely used  
In 2001, the total application of new building waterproof materials in China was only 143 million square meters, accounting for about 35% of the total amount of building waterproof materials. In 2007, the total application amount of new building waterproof materials in China increased to 478.6 million square meters, accounting for about 70% of the total amount of building waterproof materials. The total amount and proportion of new building waterproof materials increased by 2.35 times and 1 times respectively compared with 2001, and showed a good momentum of continuous growth.  
(3) the application fields of new building waterproof materials are further expanded  
With the continuous increase of new waterproof materials and new technologies, as well as the continuous improvement of application technology of building waterproof materials, the application field of building waterproof materials has gradually expanded from the field of housing construction to infrastructure projects such as expressways and urban roads and bridges, subway and urban rail, high-speed railway, airport and water conservancy facilities; The waterproof part of the building has gradually extended from the traditional roof and underground to the interior and exterior wall. The expansion of application field further enhances the market demand of new building waterproof materials and promotes the stable and rapid development of the industry in recent years.  
(4) new building waterproof materials and construction will develop in the direction of "four sections and one environmental protection"  
Building energy saving is one of the top ten energy-saving projects in China. At present, the building energy consumption accounts for about 30% of the total national consumption. Therefore, building energy conservation plays an important role in ensuring the sustainable development of China's economy. With the technical progress and application promotion of building waterproof material industry, a number of building waterproof materials and construction technologies with the concept of "four saving and one environmental protection" (energy saving, water saving, material saving, land saving and environmental protection) have been gradually promoted.  
(5) product standards are gradually improved  
From January to November 2007, the relevant departments of building waterproof materials industry have issued 8 product standards and 2 construction specifications for waterproof materials. At present, 21 items are being formulated and revised. With the gradual improvement of product standards, on the one hand, it will make the production of building waterproof materials more standardized, so as to better meet the functional needs of construction projects, on the other hand, it also promotes the standardization of China's waterproofing industry to further integrate with the international advanced level.
4. Market capacity  
(1) product market development prospects  
According to the 11th five year development plan outline of China's building waterproof industry, by 2010, new building waterproof materials will dominate the market of building waterproof materials, with an application amount of 75 million square meters and a market share of 90.36%.
Polymer modified asphalt membrane is the mainstream product of new waterproof membrane. Since the mid-1980s, this kind of building waterproof material has been applied for more than 20 years in China, and its market share has increased year by year. The series products of polymer modified asphalt coil mainly include SBS modified asphalt coil, APP modified asphalt coil and self-adhesive modified asphalt coil. According to the opinions on strengthening the production and application management of building waterproof materials issued by the Ministry of construction, and the announcement on the promotion and application of construction enterprise's "Eleventh Five Year Plan" and the restriction of prohibited Technology (the first batch) (No. 659), the polymer modified asphalt coil is the building waterproof material to encourage the popularization and application, SBS modified asphalt membrane and APP modified asphalt membrane are suitable for roof engineering and underground engineering (including subway) with waterproof grade of grade I (especially important buildings) and grade II (important, high-rise and high-grade buildings). It is estimated that by 2010, the application amount of SBS modified asphalt membrane and APP modified asphalt membrane will reach 280 million m2, with an average annual growth rate of 16.59%; The application amount of self-adhesive modified asphalt membrane reaches 50 million square meters, with an average annual growth rate of 25.59%.  
Polymer waterproofing membrane mainly includes synthetic rubber waterproofing membrane and synthetic resin waterproofing membrane. Its varieties mainly include thermoplastic rubber membrane TPO (polypropylene ethylene propylene rubber copolymer), PVC (polyvinyl chloride) waterproof membrane, EPDM (ethylene propylene diene monomer) waterproof membrane and so on. Polymer waterproofing membrane is mainly used for roof engineering and underground engineering waterproofing with waterproof grade of grade I and II. By 2010, the total amount of polymer waterproofing membrane is expected to reach 152 million square meters, with an average annual growth rate of 15.17%.  
Building waterproof coatings mainly include acrylate waterproof coatings, polymer cement coatings and other polymer coatings, asphalt based coatings and rigid coatings and other products. At present, the application of asphalt based coating, acrylate waterproof coating and polymer cement coating is emphasized in China. It is estimated that by 2010, the application amount of waterproof coating in China will reach more than 500000 tons, with an average annual growth rate of 15.15%.  
(2) product application field analysis  
During the Tenth Five Year Plan period, China's construction projects rapidly extended from housing construction to municipal, transportation, power and other infrastructure fields, forming a diversified waterproof field. With the expansion of construction industry production scale, the demand of building waterproof materials in China will continue to grow.  
A. housing construction market  
Housing construction includes residential buildings, public buildings, industrial plants, etc.  
Since entering the 21st century, the production scale of China's construction industry has been expanding, and the construction area has been steadily increased.
With the continuous growth of China's population, the acceleration of urbanization process and the improvement of people's living conditions, the demand for housing construction in China will also further increase. At present, the number of various types of housing construction in China exceeds 40 billion square meters, of which the urban housing construction is about 15 billion square meters. With the construction of new buildings and the renovation of existing buildings every year, the demand for building waterproof materials will show a steady growth trend.  
B. infrastructure  
With the rapid development of China's economic construction and the progress of waterproof technology, building waterproof materials are more and more used in a variety of fields other than housing construction, such as highways and urban roads and bridges, subway and urban rail, high-speed railway, airport and other infrastructure. The continuous growth of infrastructure investment provides a huge market space for the development of building waterproof material industry.  
(a) highways and urban roads and bridges  
The next 10-20 years will be a period of sustained and stable development of road and bridge construction in China. By 2020, the total mileage of highways in China will reach more than 2.5 million kilometers, including more than 70000 kilometers of expressways. The development of Expressway increases the market demand of new road and bridge waterproof materials, such as special coil materials for road and bridge, fiber reinforced modified asphalt coating, high performance polyurea, etc.  
(b) Metro and urban rail  
China's subway and urban rail construction has entered a new stage of development. At present, more than 30 subway and urban rail lines are under construction in 19 cities, such as Beijing, Shanghai and Guangzhou. In the next 10 years, the total length of Metro and urban rail lines in China will reach 1700 km, with a total investment of 620 billion yuan. Subway and urban rail construction will greatly increase the demand for building waterproof materials.  
(c) high speed railway  
High speed railway is a resource-saving transportation mode with sustainable development. From 2006 to 2010, 10000 km of high-speed railway (including passenger dedicated line) will be built in China, with a total investment of more than 100 billion yuan. Beijing Shanghai high-speed railway, with a total length of 1318 km and a total investment of about 220 billion yuan, has completed the bidding work of civil engineering, engineering supervision and engineering consultation in January 2008, and is about to enter the construction stage. According to the preliminary estimation, about 80 million square meters of waterproofing membrane and about 64 000 tons of waterproof coating are needed in the waterproofing project of high-speed railway during the Eleventh Five Year Plan period.  
(d) Airport  
In order to meet the development needs of the future aviation market, China will strengthen the construction of airports. In the next five years, China will build more than 40 airports with an investment scale of 140 billion yuan. The new airport terminal and runway need to use a lot of waterproof membrane and coating.  
In addition to the above fields, with the continuous growth of China's national economy, the development speed of hydropower facilities, ports and wharves, artificial lakes, nuclear power facilities and other facilities will be further accelerated, and the application of building waterproof materials in these fields will also continue to grow.  
 
Market support
1. Regional exclusive distribution brand authorization:  
In principle, each region, our company only recruit a waterproof coating distributor. The company implements a strict regional general distribution system. For distributors of Huiyuan waterproof coatings, the company uniformly authorizes them with red head documents, and issues the exclusive general distribution bronze medal in * * area.  
2. Large scale medium and high-end advertising support:  
Over the past ten years, the company has invested more than 200 million yuan in advertising and publicity, establishing a good brand effect. Since 2009, the company's advertising investment will not be less than 10 million yuan, and the next three years will not be less than 50 million yuan. The advertising media will involve CCTV, local TV, local radio stations, mainstream newspapers and magazines, industry newspapers and magazines, as well as outdoor and terminal publicity, so as to form a strong brand influence in the whole country.  
3. Comprehensive product and construction technical support:  
According to the needs of dealers, the company will regularly organize product technical experts to carry out tour product knowledge and technical training to help dealers master product knowledge and construction technology and better promote the market.  
4. Regional one-to-one supportive marketing support:  
Since the start of nationwide investment promotion, the company has cancelled the local offices. The cooperative marketing team composed of the elites of the office with rich marketing experience conducts periodic and long-term one-to-one support and market promotion for all dealers, and carries out marketing training meetings periodically to help dealers quickly start the market and realize profits.  
5. Brand protection and anti collusion support:  
On the one hand, the company improves the identification of anti-counterfeiting and anti-counterfeiting system of its products, adopts advanced product coding, different packaging channels, strict regional management and other means to control counterfeit and shoddy products and regional exclusive distribution rights. On the other hand, the company formulates strict regional sales policies in the areas where dealers are exclusively engaged in by the contract and forbids cross regional operation, In order to strictly guarantee the interests of dealers and consumers, let dealers get rid of vicious competition.  
6. Terminal materials and brand image display support:  
The company strictly implements the VI vision system of listed enterprises, and produces a wealth of terminal publicity materials, including exquisite picture albums, product manuals, multimedia CDs, pop displays, etc. the company will distribute publicity materials according to the purchase quota of dealers.  
7. Customer service and logistics system support:  
1) the company has developed a sound method for distributors to reduce the loss and business risk caused by goods pressing. If a product is unsalable, the dealer can apply to the company for replacement of other products.  
2) in the process of sales, if the quality problems of the products cause users' claims, our company will have the strength and ability to bear all responsibilities according to the national testing basis.  
3) two 24-hour customer service hotlines of 400 and 800 are opened, and professionals can answer all kinds of questions about products raised by customers at any time.
8. All round co marketing support:  
1) technical and training support, professional ability and technical level support, in the future, dealers will be in the construction management, mechanized construction, construction personnel, plans and other aspects of all-round training and guidance, for major customer technical problems sent technical experts to solve.  
2) continuously launch new products and services, and provide personalized service support.  
3) technology of tackling key problems and reception. The customers of dealers are the customers of Dongfang Huiyuan. The customers of dealers need to have the working ability of Dongfang Huiyuan. In the aspects of investigation, reception, business trip and customer tackling, we have the incomparable advantages of other enterprises. We will take advantage of the company's advantages in Beijing, Shanghai and other regions to help dealers develop the market.  
4) provide urgent and short-term financing payment.