Longbank Yang Liping: Wallpaper is a high-end wall decoration artwork

Background introduction:

Lacantouch Long Beach Space • As a symbol of positioning high-end wallpapers, the wallpaper has always been adhering to the presentation of artwork through wallpapers, blending Eastern and Western aesthetic inspirations and design concepts to convey the luxury concept of interior spaces, showcasing a high quality of life. By pursuing design, creativity, and taste, we aim to create a luxurious aesthetic lifestyle. Interview guests: Yang Liping, Marketing Director, Changdi Space Vision Co., Ltd.

Reporter: Zhang Ping Longbank Yang Liping: Wallpaper is a wall decoration artwork keeping pace with international trends

[Reporter]: Hello, Yang, thank you for taking the time to speak with us today. It’s the third anniversary of the Long Beach Home flagship store, and we’d love for you to briefly introduce us to the store. Many netizens might not be familiar with it. [Yang Liping]: Three years ago, we started out as a pick-and-place fabric concept store. After nearly 20 years of development in the soft furnishings industry, we’ve evolved into a multi-faceted home decor provider, integrating fabrics, wallpapers, and soft furnishings. On this third anniversary, we’re excited to showcase a fresh perspective and more diverse services. I often tell friends that our services are more about concepts than traditional retail. Many clients and friends come here not just to buy items but to achieve their dream interiors through our expert guidance and offerings. This is what makes our store truly special. [Reporter]: Changdi Home is a flagship store in Shanghai. Do you have plans to expand to other locations? [Yang Liping]: I’m thrilled to share that over the past three years, Changdi Home Furnishings has gained significant traction in both domestic and international markets. Many local and global designers, developers, and homeowners appreciate our approach. We’re currently planning a larger 1,200-square-meter store near Hang Lung Plaza, set to open mid-next year. This new location will house even more product resources and allow us to cater to a wider range of customer needs with tailored solutions. [Reporter]: Let’s talk about wallpapers. Can you tell us more about the current state of the wallpaper industry? [Yang Liping]: Absolutely. When people think of wallpaper, they often imagine a simple decorative element. But for us, wallpaper is a form of wall art that creates the strongest visual impact in an interior space. We collaborate extensively with international and domestic designers, as well as developers and property owners, to bring unique designs to life. Over the years, we’ve been introducing exquisite wallpaper designs that are hard to find in the market. These designs are crafted by foreign artists and serve as tools for designers to enhance the overall interior layout, particularly when it comes to achieving impactful wall art. [Reporter]: Earlier, you mentioned representing several high-end foreign wallpaper brands. Does Long Beach Wallpaper have its own proprietary brand? [Yang Liping]: Yes. Long Beach Wallpaper is a distinct brand separate from Long Beach Home. Starting this year, we’ve also launched the concept of Long Beach Wallpaper Stores nationwide. Our wallpaper philosophy revolves around fully understanding the essence of wallpaper. Whether it’s for home renovation, commercial spaces, or office environments, any space can find its ideal wall art at Long Beach Wallpaper. [Reporter]: So, this store exclusively sells Long Beach Wallpaper. Is it part of a broader product line? [Yang Liping]: Exactly. Given our long history in the wallpaper and fabric industries, we’ve accumulated extensive expertise. We work with foreign aesthetic designers and master artisans to develop a series of wallpaper products that cater to our customers’ diverse needs. Besides imported brands, we’ve also created our own series of wallpapers to meet the demands of more clients. These products are comprehensive and varied. [Reporter]: Is this primarily a high-end offering? [Yang Liping]: Yes. Unlike manufacturers with their own production facilities, we focus on selling a concept—wall art rather than just wallpaper. We aim to promote this concept to more customers and guide them toward appreciating its value. Our target audience is still high-end customers. However, if a client prefers a more budget-friendly option, we’ll suggest cost-effective solutions within their overall plan. For instance, in major regions, we can offer mid-to-high-end options, while in smaller areas, we can provide lower-priced products. I believe our product range can accommodate different customer levels. [Reporter]: It’s already November. Other wallpaper companies are likely preparing to launch new collections for the upcoming year. What are your plans in this regard? [Yang Liping]: Yes. I repeatedly emphasize wall decoration art because in the interior soft furnishings sector, this field aligns closely with global fashion trends. Each year brings the most popular colors, and there are always innovative wallpaper designs. We’ve been introducing new foreign designs to the country, and we’re continuously developing exciting new products. While most of the new products are still in development, I’m confident that once they’re released in the spring after the Lunar New Year, visitors to our Long Beach Home showroom will find a wide array of new options. [Reporter]: You mentioned that wallpaper follows trends. How are wallpaper design trends evolving? What types are gaining popularity now or will be in the future? [Yang Liping]: Great question. That’s why we consider wallpaper as wall art. Wallpaper today isn’t just about printed patterns; it’s about different materials. Consumers are increasingly drawn to wallpapers made of unique materials. Additionally, wallpapers adorned with special decorative elements, such as handcrafted designs featuring pearls, Swarovski crystals, gold, or bronze, are becoming more popular. In the future, we’ll see more intricate and artistic wall decorations. These innovations are incredibly exciting! [Reporter]: Previously, I’ve spoken to many consumers who feel the wallpaper industry pricing is opaque. For instance, the same product might have a markup of 20%, while others could charge 50-60% or even triple the price. Could you explain the current pricing structure in the wallpaper industry? [Yang Liping]: Indeed, this happens frequently. Many consumers lack a deeper understanding of the value of wallpaper materials. Often, they head straight to building material cities or streets to make purchases without knowing the real value. That’s why our Long Beach Home store is located in Xintiandi—to ensure customers receive the best service and most reasonable prices. Of course, there are many domestic wallpaper manufacturers, and we’ve seen plenty of counterfeit products. These imitations can mislead consumers. Therefore, I strongly recommend finding reputable stores and suppliers. This is the best way to protect consumers. In our showroom, we don’t arbitrarily price products. Instead, we set prices based on specific case requirements. Many customers recognize our commitment to providing more than just wallpaper purchases—future construction and installation services are also available. Naturally, this level of service comes with a higher price tag. However, comparing multiple companies and finding a reputable supplier is the best assurance for consumers. [Reporter]: Earlier, you mentioned that plagiarism and counterfeiting remain challenges in the wallpaper industry. What is Long Beach Wallpaper doing to address design and innovation? [Yang Liping]: We invest significant time, effort, and resources into product development and innovation. By offering diverse products, materials, and designs, we aim to cater to different customer segments and minimize the risk of imitation. If our product lines are too narrow, competitors could easily replicate our offerings, causing significant harm. To avoid this, we constantly innovate and introduce new products. This is why we frequently travel abroad to discover unique items not yet available domestically. These products may require time for market acceptance, but given the growing spending power of consumers, I advise them to carefully compare and consider service quality alongside price. [Reporter]: Finally, let’s talk about online marketing. With online marketing becoming a key competitive tool for many home businesses, how do you view this aspect? Will you leverage it to boost sales? [Yang Liping]: We’ve always considered this issue. However, our products and services are positioned at the high end of the market. Matching the brand positioning with the product and price can be challenging. We do have mid-priced products, and we’re exploring ways to integrate them into our online strategy. As mentioned earlier, Long Beach Wallpaper has its own stores, and future online applications will be part of our ongoing development. We’re looking for experts in online platform management to help us strategize and implement appropriate measures. Once we refine our approach, we’ll actively engage in online market activities. [Reporter]: Thank you, Yang, for your insightful responses today. We appreciate your time and wish you continued success. [Yang Liping]: Thank you for having me.