大家风范
访西班牙诺万天纳集团中国及亚太区董事总经理
余明生先生
及全球产品经理
白乔治先生
The Feature of the LEVANTINA Group
An Interview with Jaczen Yu, the Managing Director China and North East Asia of Spain LEVANTINA Group And Georg Bouché, the Business Development Manger
编者按：随着中国经济的发展，各种建设工作全面铺开，中国已经从石材加工国成为一个石材消费国。中国蕴含着巨大的商机，世界各地的石材商人纷纷涌入中国市场。而世界第一大石材企业---诺万天纳集团也顺势进入了中国市场。诺万天纳由职业经理人管理，实行现代化的管理模式，提供优质完善的售后服务，其独特的经营模式也许能给国内同行带来一些启发。
Editor: With the development of Chinese economy and the up rush of several kinds of buildings,
China becomes a primary consumer-market form a processing country. The future of the Chinese market is so bright that the stone businessmen all over the world swarm into
China. At the some time, the largest stone enterprise—LEVANTINA group enters the Chinese market. The group was managed by the professional managers, carries out the advanced supervisor mode, and provides the high quality after service. All of these were learned by the Chinese stone businessmen.
编者：据了解，贵公司是在06年完成整合的。那整合以后，公司有什么新的变化吗？
Editor: The reorganization of LEVANTINA was completed in 2006. From then on, is there any change in the group?
余：变化是很大的。以前诺万天纳是家族企业，销售模式是简单的买与卖关系。经过整合以后现在是一家由职业经理人管理的跨国企业，集团引进先进的管理系统，提供完善售后服务，全力打造世界知名石材企业。
Yu: Of course has some change. The former LEVANTINA was a family business which only cared about the sale. But after the reorganization, it was managed by the professional managers and tried to become a world famous stone enterprise through the modern supervise mode and perfect after service.
编者：近几年，贵公司发展情况如何？
Editor: Could you talk about the development of the group?
余：公司发展势头非常良好。我们在全世界有16家工厂。
Yu: It develops very well these years. We have 16 factories all over the world.
Georg: 而且在西班牙，巴西，印度，德国，波兰，英国，美国和摩洛哥等地拥有办事处和仓库。
Georg: And we have offices and warehouses in Spain, Brazil, India, Germany, Poland, the United Kingdom, America and
Morocco.
余：2008年总公司将会有一些新的变化，这在石材行业来说绝对是前所未有。诺万天纳将会创造一种新的潮流。而中国的办事处也会根据中国的现况做一些调整。
Yu: In 2008, the head company will have some adjustments which will create the new trend never happen in the stone industry. And the Chinese office will change something basing on the fact of
China.
编者：这次参加厦门石材展效果怎么样？
Editor: LEVANTINA attended the 2008
Xiamen stone fair, how is the result of the fair?
余：嗯，效果很好，我们的展位每天都有很多人来参观。这次展会我们应该会有很大的收获。我们花了很多心思在这次展会上。而我们参展的主要目的只是告诉人们：诺万天纳进入中国市场了。很明显我们这个目的达到了。
Yu: It is very good. There are so many visitors to our booth that we gained a lot form the fair. We spent plenty time on the fair to tell people that LEVANTINA came to
China. It is evidence we achieved the aim.
编者：诺万天纳去年在厦门建立办事处，那当时进入中国市场时制定了什么发展战略？
Editor: LEVANTINA set up an office in
Xiamen last year. Did the group make any development strategy at that time?
余：刚进入中国市场时候，对这边的情况不是太熟悉，没有制定什么发展计划。经过一段时间的摸索，我们决定针对终端市场而不是发展大量的批发商。我们与中国一些大企业合作，将荒料卖给他们加工切割成固定尺寸后我们再将成品买回来卖到市场上去。
Yu: Frankly speaking, when we entered the Chinese market, we did not know the market very well. So the plan was not made at that time. But after a few time to learn the Chinese market, we prefer to the terminal market rather than the merchants. We cooperated with Chinese large companies through selling our raw blocks to them process to the fixed –sized tiles and we bought the tiles back.
编者：那去年的销售情况怎么样呢？
Editor: How about the sale of last year?
余：销售情况非常好。增长了16%。当然这与我们团队的努力是分不开的。因为我们中国办事处刚成立不久，所以我们要花很大心思来取得客户的信任。我们主动询问客户购买我们产品后有没有遇到什么问题，并实实在在地为他们解决问题，为客户提供优质的服务，并改善产品包装，方便客户运输。我们的目标是为中国客户提供最优质的产品，最完善的服务。现在我们努力与客户建立信任，让客户不用千里迢迢跑到西班牙买石材，直接在家门口就能买到想要的产品。为客户节省人力物力。
Yu: Quite well. Due to our team’s hard work, our selling increases 16%. Because the Chinese office has just built, we tried our best to make the customers’ trust. We inquire voluntarily whether the customer has met any question after buying our products, and solve the problem for them really. We offer high-quality services to our customers through improving the packing of product to help transport.
编者：那是否有打算加大对中国的投资力度？
Editor: Does the group plan to increase the investment to
China?
余：有。现在我们只是办事处，不久以后，我们准备在厦门成立有限公司。我们正在招聘人员，物色新的办公地点，准备扩大公司规模。而且，我们会在广州成立一家面积大约200m2---300m2的旗舰店。我们要把纳万天纳这个品牌牢牢地树立在消费者心中。力求达到当顾客要购买石材时，纳万天纳就是他们的第一选择。
Yu: Yes, we do. Now it is an office in China but in the near future a Co., Ltd will be established in
Xiamen. We are hunting workers and looking out for a new office to expand the company’s scale. Moreover we will set up a flagship shop in
Guangdong. We aim to build up the brand of the Levantina Group. When the customers look for the stone, Levantina is their first choice.
编者：那有打算在中国成立工厂吗？
Editor: Will the group set up a factory in
China?
余：目前还没有打算。因为诺万天纳在中国建立工厂不仅需要遵守中国的法律，还要遵守西班牙的法律。再加上我们对工人的要求比较高，付的薪资也比较高，所以整体成本会比较高。
Yu: No. If we set up a factory in
China, we have to not only observe the Chinese law, but also the Spanish law. In addition, we have high expectations for workers and pay them more money, so the whole cost will be higher.
编者：Georg, 能介绍一下你们的产品吗？
Editor: Georg, could you introduce your product?
Georg：我们主要产品是西班牙米黄和深啡网。这次也将会把铂利黄，新珊瑚红，明斯特绿和其它材料引进中国。我们产品种类十分丰富，不仅提供大理石，还给中国市场带来了砂岩和石灰石。这些产品在其它地方很畅销，在中国的销路也一定会很好。
Georg: Our main products are Crema Marfil and Marron Emperador. At the same time Amarillo Mares, Crema Báltico, Rojo Coralito, Mistral and many other materials will be shown on
China. We have a wide range of products; we do not only offer marble but also sandstone and limestone. We are sure that these products will be as popular in
China as in other markets.
编者：那产品销售对象是哪些？新产品推广大概需要多少时间？
Editor: What is the target group of your product? How long time the new promotion would take?
Georg：我们的客户主要是批发商，制造商和终端客户如房地产商。主要是向他们介绍我们的新产品。当然新品推广需要一些时间。这次我们参加展会，就是想把我们的产品介绍给中国客户知道。
Georg: Our target group, are besides the existing channel of wholesalers & manufactures, top-notch sites such as residential resorts, etc. The most important thing will be to introduce other materials beside the existing one. The promotion will take a while. The purpose of attending the
Xiamen fair this year was letting the Chinese customers know our group even better.
编者：现在石材行业竞争压力越来越大，在销售方面有没有遇到什么问题？
Editor: Now the stone market competition is more and more stiff, does your group meet any problem in sale?
Georg:现在世界各地的石材种类很多，幸运的是西班牙米黄在市场依然很畅销。但是，许多国家的石材都是以十分低廉的价格销售，这对我们来说是一个冲击。
Georg: There are a lot of kinds of stones in the world; luckily our Spanish marble Crema Marfil is very popular not only in the Chinese market. But we are aware of all the other many countries and their stones sold at very low prices.
编者：那你们产品有什么特色呢？
Editor: What is your feature of your product?
Georg: 我们产品种类很多，颜色也很丰富，能满足客户的不同需求。我们产品品质上乘，能完美地诠释出时尚与奢华。
Georg: There are a full range of stones in various colors to meet the different demands from the customers. Our stone could annotate the fashion and exclusivity perfectly through its high quality.
编者：谢谢接受我们的采访。
Editor: Thank you for the interview.