iVIGA Musluk Fabrikası Tedarikçisi
Orijinal Yu Yueming Mutfak Ve Banyo Bilgileri
Bu makalede Moen'in son haberleri hakkında bilmek istediğiniz her şey var, yeni ürünler, stratejik düzen, ve makro duruma ilişkin görüşler. Moen ile yapılan bu röportaj aynı zamanda endüstrinin gelişimine referans değeri de getirecek.
“Xiaomi Xiaomi, koltuk kılıfını aç; Xiaomi Xiaomi, yıkayın.” Önünüzdeki Moen akıllı tuvalet bir dizi sesli komutu takip ediyor ve hassas bir şekilde çalışıyor, herhangi bir gecikme veya hata olmadan. Her ne kadar bu sesli kontrol teknolojisini 26. Çin Uluslararası Mutfak ve Banyo Fuarı'nda görmek zor olmasa da, bunun Çince bir isme sahip olduğunu hayal etmek zor, Akıllı tuvaletin Çin ses sistemiyle çalıştırılması, birinci sınıf mutfak markası MOEN'in orijinal ithalatındandır.. Daha da şaşırtıcı olanı, Moen'i ilk kez China International Kitchen'da sergilerken görüyor olmamız. & Mutfaktan Bu Yana Banyo Gösterisi & Bath News o zamandan beri gösteriyi takip ediyor. 2009.
Bunca yıldır, Moen nadiren halkın önüne çıktı, ve düşük profilli marka tonu onu gizemle dolu hale getirdi. Bu da sektörü daha da meraklandırıyor, Moen neden China International Kitchen'a geri döndü? & Yıllar sonra Hamam Gösterisi? Bu Amerikan baş banyosu markası yıllar içinde Çin'de nasıl gelişti?? Faaliyet gösterdiği kanallar nelerdir?? İki aşırı trend karşısında, Genç Çinli tüketicilerin yükselişi ve yaşlanma sürecinin hızlanması, Moen nasıl bir düzen yapacak? Moen Çin, son salgının getirdiği kontrol edilemeyen makro faktörlere nasıl tepki veriyor??
Fortune Global Tesisat Grubu Asya Başkanı, Jack Wu (2sağdan)
Hua Xu, Fortune Global Tesisat Grubu Asya Marka Direktörü (1sağdan st)
Gu Baohua, Kıdemli Ürün ve Kanal Pazarlama Direktörü, Asya, Fortune Küresel Tesisat Grubu (1soldan sağa)
Yu Yueming, Mutfak & Banyo Bilgileri (2soldan)
Her türlü soruyla, Mutfaktan Yu Yueming & Bath, Wu Yongjie ile röportaj yaptı, Fortune Global Tesisat Grubu Asya Başkanı, Xu Hua, Fortune Global Tesisat Grubu Asya Marka Direktörü, ve Gu Baohua, Fortune Global Plumbing Group Asia'nın Kıdemli Ürün ve Kanal Pazarlama Direktörü, 26. Şanghay Mutfağı'nın Moen Pavyonu'nda & Bath Show, endüstri için Moen'in gizemini ortaya çıkaracak.
Mutfak ve banyo bilgileri: Aslında, medya tarafı ve hatta sıhhi endüstri için, Moen, sade aksiyon tarzı nedeniyle alışılmadık derecede gizemli. Şimdi Moen Çin'in nasıl bir gelişme aşamasına girdiğini anlamakla ilgileniyoruz?
Wu Yongjie: Moen neredeyse yirmi yıldır Çin'de. Bu yirmi yıl boyunca, Moen, Çin'in hızlı gelişiminin ivmesiyle hızla büyüyor, ve sürekli yüksek büyüme durumunu korudu. Objektif olarak yargılamak, bu aşamada hala yüksek kalite ve yüksek büyüme aşamasındayız.
Fortune Global Tesisat Grubu Asya Başkanı, Bay. Wu Yongjie
Mutfak ve banyo bilgileri: Mevcut yerli genç tüketici gruplarının yükselişini ve ulusal trend ürünlere olan sevgilerini nasıl değerlendiriyorsunuz?? Tüketici gruplarındaki değişiklikler karşısında, tüketim kalıpları ve alışkanlıkları, ne gibi değişiklikler ve yenilikler yapacaklar?
Wu Yongjie: Aslında, Genç tüketiciler her zaman Moen'in önem verdiği bir grup olmuştur, özellikle ürün geliştirme veya yenilik yaparken. Hatta genç tüketicilerin davranış ve alışkanlıkları araştırmamızın odak noktasını oluşturuyor. Ürün geliştirme yaptığımızda, esas olarak genç tüketicilerin ihtiyaçlarını rehber alıyoruz.
Ek olarak, ulusal eğilim aslında Çin'deki bir tüketim noktasıdır, Bu aynı zamanda Çin'in genel gelişimini ve kültürel güvenimizin geri dönüşünü de yansıtıyor. Diğer taraftan, aynı zamanda Çinli tüketicilerimizin giderek olgunlaştığını da gösteriyor. Artık markalara körü körüne tapmıyorlar, bunun yerine ürün kalitesine değer verin, ürün tasarımı, ve ürün yeniliği.
Tüketicilere harika bir deneyim sunmaya uzun süredir kendini adamış yenilikçi bir marka için, bu eğilim aynı zamanda Moen'e daha iyi büyüme beklentileri getirecek. Bu yüzden Çin pazarında çalışmaya devam edeceğiz. Aynı zamanda, kavramını ele alacağız “ÇİN'de, ÇİN için” daha fazla genç Çinli tüketiciye gerçekten güzel bir deneyim sunmak için stratejik bir fikir olarak.
Mutfak ve banyo bilgileri: Diğer sektörleri örnek alın, bahsettin: “ÇİN'de, ÇİN için”. Bunu KFC ve McDonald's gibi anlayabilir miyim?, Çin damak tadını karşılamak için Çin pazarının talebine göre özel ürünler geliştiriyorlar? Moen'in aynı zamanda genç Çin pazarına göre Çin'deki yerel pazarı Çin moda tarzıyla buluşturacak ürünler tasarlayacağı doğru mu??
Wu Yongjie: Elbette, Moen'in bugün bu kadar başarılı olmasının nedeni, ürün geliştirmemizi neredeyse Asya pazarında yerelleştirmemizdir. 20 Yıllar önce, ve Moen'in Çin'deki ürün geliştirmesine ABD liderlik etmiyor. karargah, ama daha çok yerel pazarda. Yani daha önce bahsettiğiniz KFC ve McDonald's vakası aslında bizim yapmakta olduğumuz bir şey.. Gelecekte de bu yönde daha fazla ilerleyeceğiz. Aslında, Güçlü Çin tarzına sahip veya yerel tüketicilerin ihtiyaçlarını karşılayan çok sayıda ürün grubumuz var. Bunu gösteri alanımızdan görebilmelisiniz.
Mutfak Haberleri: Tmall amiral gemisi mağazasının yanı sıra, Moen'in başka hangi çevrimiçi kanalları var?? Nasıl çalışıyorlar? Büyük bir uluslararası banyo markası olarak, Moen için çevrimiçi iş yapmanın avantajları ve dezavantajları nelerdir?? Çevrimiçi ticaretin yaygınlaşmasıyla, satış sonrası ve kurulum sıkıntılı bir noktaya mı dönüşecek??
Wu Yongjie: Mutfak ve banyo endüstrisi için, E-ticaret gelişen bir kanaldır, ve Moen'in sektörümüzde e-ticarete adım atan ilk markalardan biri olduğu söylenebilir. Aynı zamanda, Tmall ve Jingdong gibi bir dizi ana e-ticaret platformunda zaten kapsamlı bir düzen oluşturduk.
Son zamanlarda, büyümemiz çok sağlıklı oldu, stabil, ve yüksek hız. Tüketicilere daha iyi kolaylık sağlamak için, e-ticaret kanalında da bir dizi hizmeti başlattık. Örneğin, “giderken satın al”, ev kurulum hizmetleri, ve benzeri. E-ticaret lojistik platformuyla da iş birliğini güçlendiriyoruz, Tüketicilerimize daha iyi bir çevrimiçi alışveriş deneyimi sunmaya devam etmeyi umuyoruz.
Ek olarak, E-ticaret sadece bir alışveriş platformu ve satış kanalı değildir, aynı zamanda tüketicilerin markalarla iletişim kurması ve bilgi alması için uygun bir iletişim noktasıdır.. Tüketicilerin alışveriş alışkanlıklarının değişmesiyle birlikte, çevrimiçi ve çevrimdışı arasındaki sınır giderek bulanıklaşıyor. Özellikle mutfak ve banyo kategorimizde, Tüketiciler deneyime büyük önem veriyor. Bu deneyim, çevrimdışı kanalların çevrimiçi kanallarla değiştirilmesini zorlaştırıyor.
E-ticaret kanallarını hâlâ güçlü bir şekilde genişletiyoruz. Aynı zamanda, çevrimdışı kanalları geliştirmeye devam ediyoruz. Ve bu iki kanalın gelecekte giderek daha iyi hale geleceğini düşünüyoruz., ve tamamlayıcı bir yapı oluşturur. Artık çevrimiçi ve çevrimdışı kanallardan oluşan kapalı bir döngü oluşturduk. Gelecekte perakende kanalında da buna odaklanacağız..
Mutfak Haberleri: Şu anda kaç tane Moen çevrimdışı mağazası var??
Wu Yongjie: Mağazalarımız artık birden fazla ürünü kapsıyor 300 şehirler ve neredeyse 1,000 perakende satış mağazaları. Son çevrimdışı genişlememiz aynı zamanda daha büyük mağazalara da odaklanıyor. Üst düzey mağazalar yapıyoruz, çevrimiçi ortamın çok güçlü bir tamamlayıcısı olan. Aynı zamanda marka için harika bir promosyon da var.
Mutfak ve banyo bilgileri: Şimdi kanal çeşitlendirmesinden bahsediyoruz, peki şimdi ana kanallarımız neler?
Wu Yongjie: Ana kanallarımız hâlâ çevrimiçi ve çevrimdışı mağazalardır. Aslında, çevrimdışı mağaza en iyi kanaldır, Amacımız en iyi yerde daha büyük bir mağaza açmak. Aynı zamanda yeni bir sektör de ortaya çıkıyor, ev geliştirme kanalıdır. Ev geliştirme kanalında da düzenlemeye başladık. Ev tadilat şirketinin showroomunda, biz de Moen mağazasına aitiz.
Mutfak ve banyo bilgileri: Resmi olarak Moen'e katıldığınız anlaşılıyor. 1997, Moen'in Çin pazarına girdiği üçüncü yıldı, Moen Çin'in neredeyse tüm gelişimine katıldınız ve tanık oldunuz. Moen’in bu on yılda Çin pazarına yayılmasını nasıl değerlendiriyorsunuz?? Her birinin kendine özgü aşamaları ve özellikleri nelerdir??
Jacky Wu: Moen neredeyse bir süredir Çin'deydi 20 yıllar, ve bence çok şanslıyız. Ülkedeki reform ve dışa açılmanın avantajlarından yararlandık, emlak sektörünün yükselişi, ve tüketiciler’ daha iyi bir yaşam için sürekli arayış, vesaire. yüksek hızda gelişmek. Aslında, bir dereceye kadar, rüzgarın önünde oturuyoruz. Son yirmi yılda, büyümemiz çok hızlı ve sürdürülebilir oldu.
İşte paylaşılacak bir rakam: Geçmişte 20 yıllar, yıllık bileşik büyüme oranımıza ulaştık 27%. Bu hiçbir ülkede düşünülemez, burası Amerika Birleşik Devletleri dahil. Yani kişisel olarak, I am grateful for the privilege of being a part of this. And I also feel proud and lucky. As for why Moen has had very high and steady growth during this period, I personally feel that there are several factors.
Birinci, Birleşik Devletler. headquarters has been optimistic about the Chinese market for a long time, and the investment in the Chinese market and the trust and support for the Chinese management team are very important. ikinci olarak, we are grounded and able to be on the ground and close to the Chinese market. Üçüncü, our sales are stable. Aynı zamanda, we are constantly pursuing self-challenge and self-renewal. This, coupled with our deep channel cultivation, the pursuit of product quality, and focus on innovation and product development, have been key factors in our stable and rapid growth in China over the past two decades.
Fakat, the market in China is changing rapidly and it is difficult to distinguish which stage we are in. If we look at the whole channel expansion or category expansion, Moen China is actually very lucky. All the factors that we mentioned before, we basically grasped the point of channel change and laid it out early. Each time we were able to stand in the wind first, such as when we first started the building materials supermarket. The opportunity to grasp that time is very good. There is also the expansion of our retail channel or store channel. The earliest was a shop-in-shop, and only later did a store appears. Each node of change we have grasped very accurately.
Ek olarak, there is also the recent rapid growth of the engineering market brought about by the increase in the proportion of the electric business and refined housing, which we also laid out in advance. The past 20 years have also been 20 years of category expansion, and we have been developing categories according to the changing needs of consumers. So now it is hard to say what stages Moen China has gone through, but every time the market changes is a stage of Moen’s development in China, or another step up, another milestone reached.
Mutfak Haberleri: Can you predict how Moen China will perform in 2021? Where does China stand today in Moen’s Asia Pacific market?
Y.J. Wu: 2020 is a very special year with many twists and turns, so to speak. Fakat, even under such difficult circumstances, Moen has continued to grow at a high rate. Bu yıl, based on the current business situation, we can still achieve a good growth rate by the end of the year.
I think the main reason is that the domestic epidemic was controlled in time and the market recovered relatively quickly. Ek olarak, consumers spent more time at home during the epidemic, and their requirements for the home environment have increased. Consumers are now more willing to spend more money and time to make their home environment better, which is good for our industry.
So instead, in our industry, there has been some growth in demand over the past year. Ek olarak, as far as the internal environment is concerned, we have a first-class team and a solid foundation. So in a particularly difficult time, we are taking the initiative to do something. The last point is strategic determination. In difficult times, we have never wavered in our strategy, but instead, we have continued to increase our investment in the brand. And as always, we insisted on the ability of product development. That’s why after the epidemic, we recovered faster than others. And I think the foundation laid in the past years will be a pretty good pavement for our growth in the following years.
Mutfak Haberleri: What is Moen’s revenue share in China in the Asia Pacific market today?
Wu Yongjie: Moen’s market share in China is getting higher and higher. Not to mention the Asia Pacific, in terms of the global share, whether it’s sales or profit contribution, the share is getting higher and higher. So the China market is crucial to the whole Asia Pacific region and even the global business.
Mutfak Haberleri: You just mentioned in the process of sharing that Moen has maintained steady and high growth in the past development, which is also due to the right decisions we made in different market development stages. In the current market, what are the opportunities and challenges Moen encounters in your future strategic thinking?
Y.J. Wu: From the perspective of opportunities, China is a very big market. Its urbanized population ratio is still relatively low. Ek olarak, with the improvement of living standards, there is still a lot of demand for upgrading and replacement. From this perspective alone, there is a lot of room for future growth, and this is the opportunity.
Ek olarak, as consumers become more and more mature, but also more and more product-oriented, focus on innovation, focus on price, focus on brand. They are more interested in the actual thing, and new content. This will cause a further reshuffling of the industry. In this reshuffling process, as long as you can survive, or lay a good foundation, so that the company can adapt to the changes, the opportunity is also very huge.
From the perspective of challenges, the market in China is changing really fast. I think we are doing adjustments relatively fast now, but now the scale of the business has grown to a certain level. We always remind ourselves that it’s not easy to turn around or change direction anymore.
Although we are a large enterprise and a scale enterprise, we should still hold the mentality and attitude of a small business to capture the market changes in time, especially the changes of consumers. We will always make decisions to respond. For us, the extreme changes in the Chinese market are both an opportunity and a challenge.
Hua Xu, Fortune Global Tesisat Grubu Asya Marka Direktörü
Mutfak & Banyo: What are Moen’s advantages over other brands in the same industry? How to meet the increasing demand of domestic consumer groups for sanitary products with higher value?
Hua Xu: Aslında, we all know that the number of kitchen and bathroom brands in the Chinese market is very large. I think Moen is a very special brand. Öncelikle, as an international brand with a history of more than 80 yıllar, it started from making the first, and the first mixed cold and hot water faucet in human history in the 1930s. Then it slowly deepened into the field of hardware and plumbing, and then expanded to a business that can now cover the whole category of kitchen and bathroom. These are inseparable from all Moen’s products and services that are related to the human water life experience. This also stems from Moen’s very special brand philosophy. As a brand that has been dealing with water for so many years, Moen knows very well the importance of water, the value of water, and the significance of water.
Öyleyse, Moen, as a brand with more than 80 years of experience in the kitchen and bathroom industry, has always thought about the importance of water to human beings. We often think about how much value we can bring to water in the face of all the value it brings to mankind. So we are not limited to a certain category of product experts, technology experts, our concept is to become an expert in the achievement of the water experience. You will see in our exhibition hall “enjoy the beauty of water” these words, Aslında, behind the short five words contains a very deep, rich and can convey the message of the brand mission. Elbette, we all know that the whole society is developing so fast now. In terms of communication methods, we will try to try different innovative ways to let more people know about the Moen brand and the Moen brand experience and mission.
Mutfak & Banyo Bilgileri: What is the future direction and layout strategy of the brand? What are your views on the Chinese market?
Hua Xu: Aslında, Bay. Wu also mentioned earlier that in the past 20 years of cultivating the Chinese market, Moen has focused on developing high-quality products and building various channels, which has laid a solid foundation for the Moen market. From the perspective of development, Moen will be very determined and continue to do brand building and brand investment. Because we believe that this must not be a one-day effort, we will not pursue very short-term results, but hold a solid and sustainable benefit.
Ek olarak, in response to the younger and more fashionable consumers in the Chinese market and the technological advances brought about by digitalization. We will continue to think about some circle-breaking practices and innovative marketing at the level of contact with the market and communication with consumers. This afternoon, we will have a completely different Moen water art space outside the showroom, a small theater immersion art show for all visitors, Moen also hopes to use this unique way to convey the brand’s beliefs and mission in such a vivid way.
Moen Art Show
Elbette, from the perspective of the whole Moen brand, because the Chinese market is developing so fast and is so dynamic, we will definitely follow the development trend of the whole market and pay close attention to the habits of consumers, so as to continuously provide consumers with better services and a better water experience.
Mutfak ve banyo bilgileri: just now you mentioned the development trend of the market, in your opinion, what is the development trend of the Chinese market at this stage?
Xu Hua: Aslında, one trend is particularly obvious: the consumption power and consumption maturity of Chinese consumers are getting higher and higher. Ek olarak, the demand for product value is getting stronger and stronger, and people are pursuing more and more black technology. These are all very significant market trends.
Moen is ready to deal with the market to exercise internal strength. We always emphasize that Moen is a brand with both value and core to achieving the perfect water experience. Because value must not be empty for the sake of looking good, and intelligence must not be a form of intelligence for the sake of intelligence. Whether it is value or intelligence, we hope to achieve a good balance and combination of Moen’s product and service offerings. Ultimately, what we hope to see is not what kind of expressive power Moen has, but the perfect experience that consumers get with water.
Mutfak & Banyo: What are the highlights of Moen’s exhibits and design highlights at the show? What are the black technologies? What kind of different water experiences can these bring to consumers? Please introduce one or two products in detail.
Gu Baohua: Moen’s exhibition integrates products and scenes together, Moen has been insisting on product development in two ways: STYLE, as the name implies, is value, and Moen is constantly pursuing products that suit the needs of young consumers in terms of value, while we are also working hard in SMART. Örneğin, the smart toilet we exhibit today has many new technologies, such as double UV sterilization technology. Compared to the single sterilization function of ordinary smart toilets, Moen’s dual sterilization will have a UV sterilization before using the nozzle live water. Double UV sterilization is more in line with the needs of consumers in the era of the epidemic.
Fortune Global Plumbing Group Asia senior product and channel marketing director Gu Baohua
Moen’s smart toilet is also equipped with a health test function, which can easily measure the user’s blood pressure, heart rate, body fat, ve benzeri, and can be directly synchronized in fitness software such as KEEP. For young people who love sports, health concerns are very attractive.
Many of our products this year also equipped with voice control functions. We can control our whole house bathroom space through the voice system. Ek olarak, Moen has developed FLO anti-leakage as well as anti-leakage systems for bathrooms and kitchens and other scenarios. In the US, 30-40% of households are unaware that toilets are dripping and wasting water every day. Although this does not cause catastrophic results, the amount of water consumed over time is very large, and Moen has developed corresponding technologies that can intelligently check water conservation. Genel olarak, the products we exhibited at the show are both beautiful and connotative.
Kitchen Information: Just now you mentioned that Moen products are both value and substance, and Moen is also committed to developing products that are loved by young people. But some time ago, the census data came out, showing that the aging process of our country’s population is accelerating, so what is Moen’s planning or research and development in aging-friendly products?
Gu Baohua: This is a very good question, everyone is very concerned about the Chinese census data recently. Aslında, Moen has been paying attention to the progress in this area, and has already developed relevant products for the elderly. Örneğin, Moen’s smart toilets are designed with the needs of the elderly or consumers with mobility problems in mind. We have designed a one-touch easy operation that is very easy to teach the elderly to use.
We have also developed handicapped grab bars, liftable grab bars, wheelchairs, and other products in the bathroom. We will also strengthen research and development in this area. Because judging from the current trend, aging is not only happening in China, but is a global problem. So we will also work with the U.S. headquarters to develop more, more suitable for this era of age-appropriate bathroom products.
Mutfak ve banyo bilgileri: In addition to the trend of young people and the trend of aging, now about the brand overall space solutions do you think it will be the direction of future development?
Gu Baohua: Aslında, Moen has expanded from a separate hardware and plumbing brand in the past 20 years to a full range of products for the whole bathroom now. From kitchen faucets to kitchen sinks and then to kitchen appliances. There is a chain in which we have been expanding around the water space research and development. We are constantly creating comprehensive solutions.
From this perspective, Moen continues to help consumers to provide complete solutions, while especially involving products that require customization, such as kitchen cabinets, sağanak yağışlar, vesaire., there is also an increasing demand for customization in China. Moen continues to strengthen in this area, and deepen the customization capabilities and custom product service. So in the future, we will also tighten our focus on some existing whole-house customization strategies for more comprehensive development.
Mutfak Haberleri: It’s no longer just about innovating from technology to selling individual products, but more and more about selling demand, and Moen is doing the same.
Gu Baohua: I think it can be said that Moen is constantly adapting to the changes in products and new demands from consumers, and Moen will find ways to meet these demands. As Mr. Wu shared earlier, why Moen has gradually come to the situation today in the past 20 yıllar.
Mutfak Haberleri: Aslında, this interview today is very rewarding for me personally. I think the release of our interview report today will also bring a lot of inspiration to our industry. Örneğin, I really did not expect an imported brand to pay attention to the national trend. The second important point is that I feel Moen’s spirit of long-termism. Bay. Wu, you have been working at Moen since 1997 and suggested that no matter what difficulties Moen encounters, it will steadfastly move forward towards its strategic goals and even keep increasing its size. This is worth thinking about in the industry.
Bu günlerde, most people are still pursuing short-term benefits, such as frequent changes at the top of the company and changing to the next strategy when the strategy fails to yield short-term results. Like last year’s epidemic, which no one expected, Moen is still increasing its size even after such an unforeseen situation. What will the business situation in China be like after the epidemic? Örneğin, how is Moen affected by the situation of the global commodity price increase? And how is it solving these problems?
Wu Yongjie: Aslında, the price increase of commodity raw materials will definitely have a huge impact on our industry. There is no doubt that the cost of all players in this industry will be raised in the short term. This is also the common pressure faced by our industry.
Fakat, as far as we are concerned, the price increase of raw materials is an external factor that is difficult for us to control. From Moen’s point of view, we can start from the inside and enhance our own internal strength. Ek olarak, we should improve our efficiency in all aspects and strive to minimize the negative impact on the industry caused by the price increase of commodities or raw materials. And we are convinced that after this round of sudden crisis, our competitive advantage will be more obvious and our business will be more solid. And because of this, the industry may have a new round of reshuffles. So actually the opportunity has come out. The raw material price increase is actually essentially a crisis coexistence event, or in the test of the enterprise’s own quality and resilience.
Kitchen Information: The last question, I know Moen China also has production in China, so the products produced in China have not been exported to other countries?
Wu Yongjie: Evet, and after the epidemic, both domestic demand and overseas demand for products made in China are rising, and the rate of increase is large. This is another challenge we face, which is how to bring up the production capacity when the demand is growing so fast. Şu ana kadar, we have responded well to the problem, and at least our service to customers is still in place.
Ayrıca, China is part of the global supply chain. Through this epidemic, the world realized that actually China’s supply chain is the most important. Because many orders have had to return to China for manufacturing, we had some overseas demand. In this epidemic, also returned to China to manufacture and accelerate growth.
