Chairman Of Deeson RV Discusses Evolution Of Building & Ideas Of Implementation At The China (Beijing) International RV & Camping Exhibition
The essence of luxury travel trailers is an emerging market in the Chinese RV industry. The balance of different elements from highway structure to license and driving regulations continue to show the evolution of the business that is being innovated in terms of design as well. With the manufacturing structure and building corridors still being solidified, it is an exciting yet interesting time. Deeson RV with its luxurious interiors, recessed lighting, heated floors and elegant lines definitely remains competitive. MRV: The Buzz Editor In Chief Tim Wassberg sat down with Deeson RV Chairman John Lin at The China (Beijing) International RV & Camping Exhibition in Beijing to discuss texture, design and the future.
The Buzz: How has the manufacturing business of RVs here in China evolved from your point of view? You mentioned about quality.
John Lin: I think from the beginning, mostly the Chinese just imported product from Thailand. They tried to introduce the Western lifestyle in RV. When they started trying, I think, in the beginning, it was probably the E2 which is like 4-wheel drive…very off-road. I think mostly those [types of] people started [with] interest in that area. However after that, [it became more] probably [of] a lifestyle culture which started influencing China and other people. The government is very gentle to look at the area. In the last few, probably 10 years, the people [who were going] from the home to the outdoors [has been]much easier. So this is where it started in the beginning. Now they're starting to look at the [evolution of the] whole [RV] product. So from the beginning [the Chinese consumer] requested a lot…but not as a gentle user…they ask so many questions…
The Buzz: What kind of questions are they asking?
JL: They want more luxury…a bigger room, and at a price. That is the general question you hear. But for manufacturing, in turn, [it is] just a beginning, okay? They don't have the “how-to” -- all the manufacturing experience. And [specifically] for parts, it doesn't have a supply chain. So when you're getting something, it's like not a gentle [progression] from the design. You can’t get everything from the supplier. You have to do it own your own… pinch here…pinch there.
The Buzz: So you have to manufacture all the actual components…
JL: Some…yes.
The Buzz: And that creates it so people can only come to you, if they need service.
JL: Correct.
The Buzz: And if they have to have it replaced…
JL: Yes. So, it's quite difficult because they haven't started really [moving in that way] fast enough [in the manufacturing]. And the quantity in the market is still not there. But my point is that the Chinese [demand] for this market is very high. So [in terms of] my company level, I will be able to make it up. Another thing is that I buy a lot quite a lot of parts from American like the slide outs and awnings, all imported from American. [My company] buys from America so we have quality guarantee and it's very pricey. It’s not expensive in China. That's how I found it. This way [though] they make a quality design [and] we will be comparing the both. This [table and living area may] look like American a little bit, but not a lot., But we also introduce some of the kitchen side inside but not the camping side because they are not really cooking inside, especially with Chinese cooking.
The Buzz: Do you find that they cook more outside than inside?
JL: I think at the moment it [depends on] different camping sites [in terms of] operation. Because in China, at the moment, most camping sites are run by one company, like a hotel.
The Buzz: An RV hotel? So like a chain?
JL: Something like that. That is why they have to do not only everything [in terms] the customer sales service but also [in supplying other services like] eating, playing, whatever, where you can get the money from. (chuckling) This is very different management from the start than American and Europe. Here the operation is totally different. The culture is really being introduced here and the development by the Chinese, the lifestyle, will be changing. [It will change because of] law safety, driving safety, and regulations. A lot of regulations were put in place. But, in my mind, they will go back to the American way.
The Buzz: So what do you do as a manufacturer to try to keep moving up? Do you just try to have different design? I mean I like the design of this trailer. It is very encouraging and very masculine but yet a sense of play.
JL: You play mahjong? (gesturing the majong table in the center of living space)
The Buzz: I don't. I play poker but not mahjong…but I'd like to. You get a sense of identity from the layout here. You feel the identity of this. It's not just clean…it has uniqueness to it. Can you talk about this kind of design?
JL: I think this will be[important] because[right now] every person has fully imported…fully imported from Europe…fully imported from Australia. Now we need to make something that makes people not look [at it] just like a hotel. If it's just a hotel, you have a bath, shower, table…that's it. I think should be little bit more unique…with things [really] put together.
The Buzz: We were talking about that it's a specific path to get to where you want this to be. What keeps you engaged? You seem very interested but also it's a business and you have to make money. Could you talk about that balance between what you love to do but also making it very profitable.
JL: Good question. At the moment, I still haven't make money yet.
The Buzz: But that's the path. That's the path.
JL: I just like when there is an error because there's something when you're a contributor to society…to try to make peoples' lifestyle better. So either way these are good things to do. I think at the same time [though], we should make some money because China's market is so big. And definitely this lifestyle will be good for Chinese people. They'll definitely go ahead.
The Buzz: For years to come…
JL: It might take a long time to see it. [But] we can see that. We can reach that. I don't know. But I definitely think we will be fine with it. I just worry. There is some manufacturing in China that just too singular. The line is different. [It is] just the tension. Once you go to two shipments [in terms of manufacturing], you have to have a quality issue. This will be [the point] when the people who have just started will be back off. This is the problem. This is why I'm scared. This is why I've always said. It kills me. Don't make it two shipment stops and crap product. If you don't make good quality, product breaks. I think, to that end, the middle to the high-end people will be making money, maybe for short time. [But in a] short time, lower quality people make money. So I think from my experience we have to build from the beginning with a good quality. You can see that now…there’s four years now on the market. People come back [to us] a lot because they [have been] shopping around. You think why they come back and they say, “We need to buy this product”.
The Buzz: Because it lasts and it's a cheaper alternative…
JL: I'm not the cheapest in the market.
The Buzz: No, but it lasts and it's good quality. I mean in the US that happens the same way. People start off with a little teardrop but then they want a big fifth wheeler with a toy hauler.
JL: I bought a towing truck from American and he said, "Ford 250." Short base, so this what I can tow.
The Buzz: This 250 can tow this.
JL: Yes. But I think the problem is that the regulation is still not there yet for towing this.
The Buzz: Do you think the fifth wheels can be fully integrated in China within a couple years?
JL: I have confidence to the people -- I know the service, all of the people, but just that top level of people…the top of wealthy people. Because normally, the China people who have the money, they’re not really driving by themselves. They have a driver, and they can say, "Hey, just tow into that area, go in that camping site, we’ll follow our car." I think that will be help in China. It is not like in America where every people wants hands-on and they are driving by themselves. This is probably different.
The Buzz: The rental business is a big part of this and how that works but the bigger question about this which integrates with foreign visitors…is the aspect of insurance.
JL: It is definitely necessary. They have to pass the Chinese regulation. I got the licensing just the last few years. I will apply for on-road towing caravan.
The Buzz: In the US, we do get an influx of Chinese RVers that come into Los Angeles, come into New York, rent RV, and they go across. But they have to be insured, so they pay the insurance.
JL: If a mobile home, definitely. Okay. But a mobile home and a towing one are different. The mobile home definitely will be insured. But a towing vehicle is covered by the towing car.
The Buzz: That's sounds like what we do with boats.
JL: [I think] you have to have both. If you follow regulation, it should be both but I don't know. They will put it together, but they don't know how to do it [just yet], because they don't have any regulation in place.
The Buzz: I just know that many US people would be interested in coming in at some point to RV here in China.
JL: Yes. This is good, I think, in helping the Chines people to growing this area and have a lot of lifestyle attitudes. Once these RVers come into a Chinese camping site, the people there learn from them
The Buzz: And there's more we have to see. I mean, there is so much of China’s beauty that can be seen in an RV. I guess the infrastructure [needs to be in place] to be able to drive it and do all that. So we're looking forward to it.
Tim Wassberg
A graduate of New York University's Tisch School Of The Arts with degrees in Film/TV Production & Film Criticism, Tim has written for magazines such as Moviemaker, Moving Pictures, Conde Nast Traveler UK and Casino Player. He enjoys traveling and distinct craft beers among other things.
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Deeson RV, whose primary manufacturing facility is located in Changzhou, China with tradespeople comprised of fiberglassing, carpentry, CAD drafting and other personnel who are regularly joined by an Australian team. Quality is maintained at all times.
China, Features, International, Rv, Trade Shows & Conferences