Exclusive Interview | Russell Walker, Vice President: Making Cibes the First Choice for Every Home and Promoting Healthy Industry Development

姣姣玉蘭花，不受緇塵垢。莫漫比辛夷，白賁誰能偶。

——清·朱廷鐘《玉蘭》

The magnolia blooms in pristine grace, untouched by the dust of the world.

Do not compare it lightly with other blossoms—who could rival its pure white elegance?

Magnolia — Zhu Tingzhong, Magnolia, Qing Dynasty

陽春三月，玉蘭盛放。在浙江嘉興的Cibes西柏思亞太總部制造工廠，西柏思中國區(qū)副總裁 萬修哲（Russell Walker） 接受了新電梯網(wǎng)記者的專訪。

西柏思中國區(qū)副總裁萬修哲

Russell Walker, Vice President of Cibes China

采訪中，萬修哲副總裁圍繞瑞典 Cibes品牌理念、產(chǎn)品設(shè)計、質(zhì)量管理以及中國市場的發(fā)展趨勢進行了深入分享，并表示：“讓西柏思成為家的首選，共促行業(yè)健康發(fā)展。”

In early spring, with magnolia blossoms in full bloom, Russell Walker, Vice President of Cibes China, received an interview from CNLIFT Website at the Cibes Asia-Pacific manufacturing headquarters in Jiaxing, Zhejiang.

During the interview, Mr. Walker shared insights into the Swedish Cibes brand philosophy, design principles, quality management, and the development of the Chinese market, emphasizing:“Our mission is to make Cibes the first choice for every home and to contribute to the healthy development of the industry.”

品牌背景與工廠介紹

Brand Background and Factory Introduction

新電梯網(wǎng)：萬總您好！請您介紹一下Cibes西柏思品牌以及嘉興工廠的定位。

CNLIFT Website:Mr. Walker, could you introduce the Cibes brand and the positioning of the Jiaxing factory?

萬修哲副總裁 ：Cibes西柏思是來自瑞典的品牌，總部位于瑞典。最初進入中國市場時，所有產(chǎn)品都從瑞典進口。

隨著中國市場需求不斷增長，中國客戶在別墅電梯與裝修風(fēng)格匹配方面，私人定制化要求越來越高，我們逐漸意識到在中國建立本地化生產(chǎn)的重要性。2017年，我加入Cibes西柏思后，團隊開始在長三角地區(qū)尋找合適的制造基地。經(jīng)過多方面綜合評估，我們最終選擇在浙江嘉興設(shè)立中國工廠。

如今，嘉興工廠已經(jīng)成為 Cibes西柏思全球四大生產(chǎn)基地之一，與瑞典、美國和波蘭工廠共同構(gòu)成全球制造體系，同時也是本土之外規(guī)模最大、最重要的生產(chǎn)基地之一，而且嘉興工廠在2025年被評為省級外資研發(fā)中心單位。

目前，嘉興工廠不僅服務(wù)龐大的中國市場，也向東南亞、美國、澳大利亞等其他國家出口，是Cibes西柏思定制化產(chǎn)品的重要生產(chǎn)中心。

Russell Walker:Cibes is a Swedish brand headquartered in Sweden. When we first entered the Chinese market, all products were imported from Sweden.

As demand in the Chinese market continues to grow, customers are placing increasing emphasis on how home elevators integrate with interior design styles in villas and residences, and the demand for personalized customization is becoming stronger. This made us realize the importance of establishing localized manufacturing in China.

After I joined Cibes in 2017, our team began searching for a suitable manufacturing location in the Yangtze River Delta region. After comprehensive evaluation, we ultimately chose Jiaxing in Zhejiang Province to establish our China factory.

Today, the Jiaxing facility has become one of Cibes’ four global production bases, alongside Sweden, the United States, and Poland. It is also the largest and most important manufacturing site outside Sweden. In addition, the Jiaxing factory was recognized in 2025 as a Provincial-Level Foreign-Funded R&D Center.

The factory now serves the Chinese market while exporting products to Southeast Asia, the USA, Australia and other regions, making it a key production center for customized Cibes solutions.

瑞典設(shè)計理念與中國市場

Swedish Design Philosophy and the Chinese Market

CIBES特殊設(shè)計的斜坡式按鈕

CIBES specially designed sloping buttons

新電梯網(wǎng)：瑞典設(shè)計理念與中國市場有什么不同？客戶在瑞典進口與中國生產(chǎn)之間應(yīng)該如何選擇？

CNLIFT Website:What are the differences between Swedish design philosophy and the Chinese market? How should customers choose between Swedish-imported and China-produced products?

萬修哲副總裁：Cibes西柏思在瑞典已經(jīng)擁有 70多年的制造歷史，產(chǎn)品設(shè)計延續(xù)了北歐一貫的簡約與現(xiàn)代風(fēng)格。

中國的一些客戶則更偏好具有文化特色的設(shè)計，例如更加喜慶的顏色。因此，我們也會針對中國市場提供一些定制化選擇，例如紅色等配色方案。

目前Cibes西柏思在中國嘉興工廠已經(jīng)建立了完善的生產(chǎn)體系，包括關(guān)鍵部件生產(chǎn)線，自有噴涂生產(chǎn)線，可提供20多種標(biāo)準(zhǔn)顏色方案，基本可以滿足大部分客戶需求，同時也支持個性化定制。

無論產(chǎn)品來自瑞典還是中國工廠，質(zhì)量標(biāo)準(zhǔn)始終保持一致。所有產(chǎn)品符合歐洲EN標(biāo)準(zhǔn)或中國國家標(biāo)準(zhǔn)，并通過我們的質(zhì)量實驗室以及 20米測試塔進行嚴(yán)格測試。

舉例來說，我的一位同事 Mikael曾先后在瑞典工廠和美國工廠工作，之后由總部派駐到中國工廠支持相關(guān)業(yè)務(wù)。這也體現(xiàn)了西柏思作為一家全球化企業(yè)的運營方式——在全球各個生產(chǎn)基地都執(zhí)行統(tǒng)一的質(zhì)量標(biāo)準(zhǔn)。

事實上，中國嘉興工廠的制造能力在集團內(nèi)部也扮演著越來越重要的角色。在工廠成立后的幾年里，我們不僅服務(wù)中國市場，也開始向集團其他工廠提供關(guān)鍵部件，例如驅(qū)動單元等，實現(xiàn)向瑞典等海外工廠的反向出口。同時，中國嘉興工廠在生產(chǎn)和管理方面的一些經(jīng)驗，也逐漸成為集團內(nèi)部的重要參考，被其他工廠借鑒和學(xué)習(xí)。

因此，對于客戶來說，無論選擇瑞典生產(chǎn)還是中國生產(chǎn)的產(chǎn)品，都能夠獲得同樣穩(wěn)定可靠的品質(zhì)體驗。

Russell Walker:

Cibes has more than 70 years of manufacturing history in Sweden, and its products follow the Nordic design philosophy of simplicity and modern aesthetics.

Some Chinese customers prefer designs with more cultural expression, such as festive colors. Therefore, we also provide customized options for the Chinese market, including colors like red.

Cibes has established a comprehensive manufacturing system at its Jiaxing facility in China, including key component production lines and an in-house coating line. The factory offers more than 20 standard color options, which meet the needs of most customers, while also supporting personalized customization.

Whether produced in Sweden or China, all Cibes products follow the same global quality standards. They comply with European EN standards or Chinese GB/T standards and are tested in unified laboratories and a 20-meter testing tower.

For example, one of my colleagues, Mikael, has worked at both our Sweden and U.S. factories before being assigned by headquarters to support operations in China. This reflects how Cibes operates as a truly global organization, with consistent quality standards across all our manufacturing facilities.

As a result, products manufactured in China deliver the same level of quality and reliability as those produced in Sweden.

In fact, the manufacturing capability of the Jiaxing factory in China has been playing an increasingly important role within the Cibes Group. In the years since the factory was established, it has not only served the Chinese market but has also begun supplying key components, such as drive units, to other Cibes factories, with some products even exported back to Sweden and other overseas factories.

At the same time, certain practices and experiences developed at the Jiaxing factory in production and management have gradually become valuable references within the group and are now being adopted by other factories.

Therefore, for customers, whether a product is manufactured in Sweden or in China, they can expect the same level of stable and reliable quality.

中國家用電梯市場競爭格局

Competition in China’s Home Elevator Market

新電梯網(wǎng)：近年來中國家用電梯市場競爭非常激烈，您如何看待當(dāng)前行業(yè)的發(fā)展階段？

CNLIFT Website:China’s home elevator market has become increasingly competitive in recent years. How do you view the current stage of the industry?

萬修哲副總裁：從時間軸來看，中國家用電梯市場并不是一個剛剛出現(xiàn)的行業(yè)。

實際上，這個市場大約在 2012年前后開始逐漸形成，到今天已經(jīng)發(fā)展了十多年。

隨著行業(yè)規(guī)模不斷擴大，市場競爭也逐漸進入 高度競爭階段。

從監(jiān)管層面來看，單一家庭自用的家用電梯目前尚未被納入《特種設(shè)備目錄》，行業(yè)主要依據(jù) GB/T 推薦性標(biāo)準(zhǔn)進行規(guī)范。

這些標(biāo)準(zhǔn)本身是專業(yè)且嚴(yán)謹(jǐn)?shù)?，Cibes西柏思也參與了部分相關(guān)標(biāo)準(zhǔn)的制定。

關(guān)鍵在于，這些標(biāo)準(zhǔn)需要在行業(yè)實踐中被持續(xù)嚴(yán)格執(zhí)行，并作為安全底線。

Russell Walker:From a timeline perspective, China’s home elevator market is not a newly emerging industry.

In fact, the market began to take shape around 2012 and has now developed for more than a decade.

As the industry has grown, competition has gradually entered a highly competitive stage.

From a regulatory perspective, home elevators for single-family use are currently not included in China’s Special Equipment Catalogue. The industry mainly follows recommended GB/T standards.

These standards themselves are rigorous and technically well-developed, and Cibes has also participated in the drafting of some of them.

The key point is that these standards should be consistently treated as safety baselines within the industry.

市場變化與消費者挑戰(zhàn)

Market Changes and Consumer Challenges

新電梯網(wǎng)：在缺乏強制驗收監(jiān)管的情況下，市場發(fā)生了哪些變化？

CNLIFT Website:What changes have taken place in the market without mandatory inspection and acceptance supervision?

萬修哲副總裁：市場準(zhǔn)入門檻在一定程度上有所降低。

近年來，一些新的市場參與者通過品牌注冊、展示樣機等方式進入家用電梯銷售領(lǐng)域。但這些條件并不一定代表企業(yè)具備完整的技術(shù)體系、安裝能力以及長期服務(wù)能力。

這在一定程度上也帶來了 市場信息不對稱 的問題。

消費者在選擇產(chǎn)品時，往往難以判斷：

什么樣的產(chǎn)品更可靠

什么樣的方案更適合家庭環(huán)境

誰能夠承擔(dān)長期維護責(zé)任

我們在實際市場中也遇到過一些案例，有些客戶一開始選擇了價格較低的產(chǎn)品，但在使用一段時間后發(fā)現(xiàn)安全、運行或維護方面的問題，最后不得不重新更換設(shè)備。

對于消費者而言，這意味著二次成本和潛在風(fēng)險；

對行業(yè)而言，這是信任的持續(xù)消耗。

Russell Walker:The market entry threshold has been lowered to a certain extent.

In recent years, some new players have entered the home elevator market by establishing brands, displaying demo units, and providing product catalogues. However, these conditions do not necessarily indicate that a company has a complete technical system, installation capability, or long-term service capacity.

This situation can lead to information asymmetry in the market.

Consumers often find it difficult to determine:

?which products are truly reliable

?which solutions are suitable for their homes

?who will take responsibility for long-term maintenance

In some real cases, customers who initially chose low-priced products later encountered operational or maintenance problems and eventually had to replace or upgrade their equipment.

For consumers, this means additional costs and potential risks; for the industry, it may gradually erode overall trust.

西柏思的市場定位

Cibes’ Position in the Market

新電梯網(wǎng)：在這樣的市場環(huán)境下，西柏思如何定位自己？

CNLIFT Website:How does Cibes position itself in such a market environment?

萬修哲副總裁：在這樣的市場環(huán)境下，我們并不認(rèn)為單純參與價格競爭是最重要的。

更重要的是幫助客戶理解：

價格差異背后往往代表著體系完整性、責(zé)任邊界以及長期安全投入的差異。

因此，Cibes西柏思始終堅持長期主義，通過穩(wěn)定的產(chǎn)品質(zhì)量、完善的服務(wù)體系以及持續(xù)的技術(shù)投入，為客戶提供更可靠的選擇。

Russell Walker:In such a market environment, we do not believe that simply competing on price is the most important strategy.

Instead, it is important to help customers understand that price differences often reflect differences in system integrity, responsibility boundaries, and long-term safety investment.

Cibes therefore remains committed to long-term value, providing customers with reliable solutions through stable product quality, comprehensive service systems, and continuous technological investment.

Cibes西柏思別墅電梯安裝于家庭住宅樓梯中間場景

Cibes home lift installed in the middle of staircase of private house

中國市場未來發(fā)展

The Future of China’s Home Elevator Market

新電梯網(wǎng)：您如何看待中國家用電梯市場的未來？

CNLIFT Website:How do you view the future of China’s home elevator market?

萬修哲副總裁：我們對中國市場始終保持長期信心。

隨著消費者認(rèn)知不斷提升，行業(yè)一定會逐漸從 “只看價格” 轉(zhuǎn)向 “看安全、看責(zé)任、看長期價值”。這是一個必然的發(fā)展趨勢。

Cibes西柏思也將繼續(xù)堅持自身的品牌理念：讓Cibes西柏思成為家的首選，共促行業(yè)健康發(fā)展。

Russell Walker:We remain confident in the long-term potential of the Chinese market.

As consumer awareness continues to grow, the industry will gradually shift from price-only comparisons to evaluating safety, responsibility, and long-term value.

This is an inevitable trend.

Cibes will continue to uphold its mission:to become the first choice for every home and to promote the healthy development of the industry.

新電梯網(wǎng)與Cibes西柏思相關(guān)人員合影留念

Group photo of representatives from CNLIFT Website and Cibes following the interview

結(jié)語｜新電梯網(wǎng)

Closing | CNLIFT Website

家用電梯并不是一次性消費品，而是一項需要長期負(fù)責(zé)的家庭安全機電系統(tǒng)。

安全與責(zé)任不應(yīng)被削弱。

在行業(yè)不斷發(fā)展的今天，企業(yè)的長期價值與社會責(zé)任，也將成為推動行業(yè)健康發(fā)展的重要力量。

Closing | CNLIFT Website

A home elevator is not a one-time purchase, but a long-term household safety system.

Safety and responsibility should never be compromised.

As the industry continues to evolve, long-term value and corporate responsibility will play an increasingly important role in driving sustainable industry development.