Chen Hongbing, President of Daya Wood-based Panel Group [Moderator] Welcome to the interview scene of "60th Anniversary Home People". Today we came to the 8th National Workshop on the Development of Wood-based Panel Industry in Heze. This guest is Mr. Chen Hongbing, President of Daya Wood-based Panel. Mr. Chen, first say hello to our netizens. [Chen Hongbing] Good morning everyone. [Moderator] As the bone of household products, the plate is particularly close to the quality of household products and human health. With the deepening of the environmental protection concept, the plate industry has developed rapidly. This ever-changing change is a veteran of this industry. You must have your own right to speak. It is a national celebration in the 60th anniversary of the founding of New China. Today, we want to show our netizens the history of the wood-based panel industry through interviews. The history of the formation and development of our industry, please ask us to give us a review, from the development stage, the iconic events, etc. The vast number of netizens explained. Da Ya's wood-based panel industry is a high starting point, truly in line with international standards [Chen Hongbing] artificial board is the intermediate material of household products. In the past, the material used for furniture was wood. Now the wood-based board is the main wood substitute for household materials. The call to conserve forest resources is related. Wood-based panels have been developed abroad for many years. In China, in the past, many low-end equipments were used to make low-end materials and low-quality products. At that time, regardless of the assembly level or manufacturing level of the equipment, or the wood-based panels. The manufacturer's level of understanding of the products, as well as the consumption level of domestic consumers, makes the overall level of the wood-based panels in the early stage of the initial stage is very poor, the quality of the products is also very poor, and the level of process manufacturing is also very low. Before 2003, China did not have a continuous press machine for wood-based panels, which were domestically produced equipment for laminating lines. The equipment was low-profile, high-consumption, and the product was low-level. The formaldehyde emission of this product was very high. Hard to get guaranteed. As the Chinese really began to go to the world stage, since 2002, Chairman Chen Xingkang of the Board of Directors of Daya has begun to enter the wood-based panel industry in China. We have introduced China's first continuous Simulek in Germany with a capacity of 200,000. The equipment of the company has invested more than 500 million yuan. At that time, the production capacity of the largest single production line in China was only 80,000 cubic meters per year, which is a large line in China and is a laminated line. At that time, the investment scale of domestically produced equipment was only about 50 million. It is a great courage and courage to invest more than 500 million in a single production line. Our group has been officially involved in the wood-based panel industry since 2002. We are not seeing how much profitable wood-based panels can bring us, because we invest in this industry as an industrial plan for Daya. Da Ya's wood-based panel industry is a high starting point, that is, to truly change the development dilemma of China's wood-based panels at that time, and truly integrate with the international community, so that Da Ya truly brings fundamental changes to society, the country, the nation, and the people. . This really needs courage. Now it is right to see this decision. However, in the early stage, the price of China's wood-based panels was so low, the investment of people was so low, and the quality of products was very low. Your investment reached 500 million yuan, the cost would be high, and how should the products be sold? How to bring benefits to the company? Many people at the time were waiting to see. Looking back now, as Da Ya took the lead in introducing the first continuous production line, it has truly brought about a radical change in the industry since 2002. The first production line was put into production in 2003. When the product of this production line was first introduced to the market, we opened a grand conference and invited many customers to come. We saw that China can produce such products. Domestic high-end artificial boards are generally imported, you may listen to a series of plates such as Ou Song board, Australian pine board, European board, etc., the high-end is basically imported. Our first batch of products basically reached the so-called Ozon board. From this time on, whether it is consumers or home manufacturers or floor manufacturers or agents specializing in floor management, and producers and manufacturers of wood-based panels in the industry think that this road is right, China It can also produce such products, and it can be completely independent of imports. Although the investment cost is very high, it is worthwhile to exchange such "costs" for high-precision equipment and high-end products. That is to say, since 2003, domestic manufacturers of wood-based panels have begun to consider and introduce foreign production lines of the same type. Now, after six or seven years of development, there are no more than one hundred continuous production lines for imported equipment in China. Through the development of the wood-based panel industry this year, it has basically completely changed the pattern of Chinese people's development in the past few years. The number of products has increased, the level of environmental protection has improved, and the performance, processing performance and safety performance of the products have been improved, bringing consumers A truly environmentally friendly and healthy product. In the big picture, because it is low-consumption, it is consistent with the promotion of the utilization of forest resources and the reduction of resource consumption advocated by the state. From the back of the scene to the front desk is related to our development strategy, development orientation, development orientation [host] I would like to ask Mr. Chen, the board is the latter of the home, do not need to face the consumer, what is now what prompted Mr. Chen to come from behind the scenes What about the stage? [Chen Hongbing] From the beginning of Da Ya's involvement in the wood-based panel industry, there is planning. The development strategy of this industry is also positioned. We have several signs to do: First, the world brand. The Da Ya people's involvement in the board was mainly due to the icon we held before. The icon is one of our industries. It is the first brand in the domestic flooring industry. Now it has begun to go to the European standard. All the raw materials of the icon floor are imported from Europe. Our Da Ya wood-based panel should match the international and domestic brand status of Shengxiang Floor. If the products produced by our company of wood-based panels cannot match the icon brand, then obviously we invest in wood-based panels. The industry does not make much sense. The first sign is the international brand positioning. Second, if the Da Ya wood-based panel is a mainstream supplier in a certain market segment in the world, it will be stronger in China. The development strategy of Da Ya wood-based panel is not only aimed at or positioned in China. Our eyes are far-reaching in the world. After the first “eight-year development planâ€, we have reached a capacity of 3 million cubic meters, but There is still a long way to go compared to our overall development strategy. Since 2008, we have launched the second “eight-year development plan†for wood-based panels, which was already in place at the beginning of our Da Ya wood-based panel, and is now the second phase of step-by-step implementation. Our move from behind the scenes to the front desk is related to our development strategy, development orientation and development orientation. The development of the brand to do this positioning will inevitably lead you to the front desk from behind the scenes. The brand does not mean that you are a brand or a brand. It needs to pass certain channels, through certain means of communication, and through the recognition of consumers, it has the concept of brand and brand. significance. Intel is not directly facing consumers, and we have such an orientation to draw lessons from. Da Ya wood-based panel in the mainstream market, the share of brand customers more than 30%. Chen Hongbing, president of Daya Wood-based Panel Group [Moderator] Plate is the intermediate brand of industrial products, what do you think is the significance of promotion? What challenges have you encountered in the promotion process? How did Da Ya respond? [Chen Hongbing] The wood-based panel is an intermediate product. Like all intermediate materials, it is difficult to face the end consumers. Consumers are generally exposed to stereotyped products, just like a house. What consumers see is always a beautifully designed house. You can't see the steel and cement labels in the middle of the house. Therefore, we say that cement companies must not only meet domestic material standards, but also tell consumers and real estate companies that they can provide safe houses for consumers and ordinary people. The same is true for our wood-based panels. Consumers are also exposed to the complete furniture that has already been formed. He does not know who the manufacturer is in the middle, what is its quality standard, and how about the environmental protection level. The general consumer agrees with the popularity of this home-based enterprise through a certain mode of communication, how well the scale of the company's development, and how often it appears on television (whether it is print media or online media). Chinese consumers generally believe that the more frequent and more frequent products appear in the advertisements, the quality of which is better, and the brand is more deeply rooted in the hearts of the people. Today's consumers are more rational. They used to recognize that a product is brand-name, environmentally-friendly, and of high quality. Nowadays, consumers are not only concerned about the end products, but also pay attention to the scale of development of the enterprise, the development orientation of the enterprise, the design of the product, the function of use, the popularity of the terminal furniture enterprise, and the quality of the intermediate materials. He will also pay attention to it. The production company of materials, as well as the production quality, development direction, etc. of this enterprise, including the popularity of this material production enterprise. As the market develops, consumers become more rational. Intermediate products must enhance the brand's popularity in the minds of consumers, and let the consumers know the strategic positioning of the intermediate product manufacturers, the direction of the company's development, brand positioning, quality standards, etc., so that he can pay attention to the materials behind the terminal products when selecting products. The development status of the production enterprise, which affects his purchase behavior. Our aim is to designate the manufacturer of this furniture by the consumer when choosing furniture. The concept of “Da Ya – healthy plate, healthy Chinese home†is made available to consumers. This process is also very difficult. China's wood-based panel enterprises may not be thousands of homes, but tens of thousands of households. From the early stage, the low-end, 10,000 lines, 20,000 lines to the current 200,000 lines, 300,000 lines. At present, there are thousands of wood-based panel manufacturing enterprises in China. Each company's positioning is different. Some enterprises are regional, and Da Ya is national or even global. There are so many companies in China's land, we want to build a world-class brand, world-class quality, of course, also a product with a certain price positioning, we face competition in China, especially now with The impact of the world financial situation, the export situation is still quite severe. In recent years, the development of wood-based panels is very irrational. Since wood-based panels have certain profits in the early stage, many investors have entered the industry one after another. At present, the entire wood-based panel industry is seriously oversupply, and the production capacity of wood-based panels is also oversupply. The demand for wood-based panels is also related. In this case, some people say that you still do this? The song is high and low. The price of wood-based panels has fallen sharply, material prices are rising, costs are rising, and profits are constantly being depressed. Do you still adopt this strategy? And people only adopt the strategy of following, what price is Da Ya, and I will keep what price with you. Through such a follow-up strategy, it has had a great impact on us since last year. When we are in contact with many furniture companies, their common voice is: Your products are really good. At least with your products, we don’t need any worries. It won’t make the use of our products due to quality problems. Claim. But now because of the changes in the financial situation, domestic demand is declining, and their products are also sold. They will also take a low-end and low-cost strategy. They did not pay attention to the second and third-tier markets, and now they are also paying attention to the second and third grades. In the market, even in the four-tier market, their spending power is still weaker than the first- and second-tier markets, and they must take a low-cost strategy. Can they give us a material manufacturer that the price can be more appropriate? Their common voice is: Your quality is good, but we are under great pressure. In this atmosphere, some of our wood-based panel followers can share some of our customer base, which is the challenge we face at this stage. However, I believe that with the development of the market situation, consumers are more rational, especially in Europe and the United States. The level of household products is constantly improving. We call PSI certification. In the first stage, they positioned E2 products as E1 and E0. Level, starting to do super E0 level next year, basically can not smell the smell of formaldehyde. Slowly guide through the promotion of product standards, forcing wood-based panel manufacturers to take products
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