New heights of diversified growth—Penghong Wood Industry Group’s semi-annual work conference continues on a new journey

Bravely embark on a new journey and reach new heights. On July 12, the 2021 semi-annual working meeting of Penghong Wood Industry Group was grandly held.

During the four-day meeting, the group, production base, and sales area management teams gathered together to summarize the results of the first half of the year and work together to achieve the full-year mission goals. At the same time, Penghong’s development plan for the next three years also surfaced at this meeting, and new heights on Penghong’s new journey can be foreseen.

The Sixth Five Years

Breaking the Game and Breaking Through Oneself

Halfway through the 2021 annual schedule, Penghong’s major regions are using new models and New products, new images, and new channels will be the focus of efforts, and we will work together to achieve phased results in annual performance. The overachievement of half-year performance is the result of the coordinated efforts of Penghong's production, sales, and management groups. As the person at the helm of the enterprise, Ms. Zhao Xiaotao, general manager of Penghong Wood Industry Group, is extremely pleased with the spirit of Penghong people who regard the market as a battlefield and dare to venture and do something. At the same time, the work in the first half of the year has also created necessary conditions for the achievement of the full-year goals.

Mr. Zhao emphasized that the focus of work in 2021 is not only the achievement of annual performance, but more importantly, the layout for Penghong’s sixth five-year plan. Mr. Zhao pointed out that the market changes brought about by consumption habits are far faster than our imagination. Enterprises should keep pace with the times with a high degree of foresight and even lead the changes. But real breakthroughs and innovations are not easy. Everyone must have the determination and actions to break through themselves.

Starting from the second half of 2021, Penghong will build on the core advantage of quality and build a brand that meets market needs from various aspects such as products, channels, sales models, organizational structures, and corporate culture. Changing platform mechanics. Mr. Zhao said that although breakthroughs are difficult, the core is still customer needs - what we have to do is to better and more comprehensively meet the needs of the market at all levels.

Quality is king

Let the road of plate become wider and wider

Product iteration is a challenge that any industry needs to face. After more than 10 years of development, the quality reform of traditional ecological boards is imminent. In this working meeting, Liu Xiaochun, deputy general manager of Penghong Wood Industry Group and general manager of the production base, said that from now on, the important task of the research and development end of Penghong board production is to make the ecological board go further and further through quality innovation. Width.

In June this year, the new upgrade of Penghong’s patented solid wood furniture structural panels was a pioneering move to achieve this mission. Mr. Liu introduced that through the research and development and application of new materials and new processes, Penghong furniture structural panels have been significantly improved in terms of impact resistance, deformation resistance, cracking resistance and decorative effect. But this is just the beginning of Penghong's solid wood furniture structural panels. With the deepening of quality innovation, there is huge room for subsequent quality improvement and market demand.

The upgrade of traditional ecological boards to furniture structural boards is not only an upgrade of base materials and processes, this process will also be accompanied by an upgrade in production scale and technology. To this end, Penghong has put the introduction of a new modern plate production line on the agenda. "For the upgrade of production lines, Penghong's standard is still 'excellence', and the cost of a single production line will be more than hundreds of millions of yuan. Only with such standards can Penghong's scale and quality be met," said Mr. Liu.

Creating internationally cutting-edge finishing technology is another way to upgrade the quality of Penghong boards. Mr. Liu said that the optimization of the assembly structure has broken the obstacles to the continuous improvement of the ecological board surface layer technology. A single set of Hooke steel plates costing 450,000 yuan introduced by Penghong will soon be put into use, and Penghong’s planned investment in the introduction of steel plates in 2021 will exceed one million yuan. At the same time, Xia Wang veneer base paper, Xia Te printing technology, exclusive customized colors... will make Penghong solid wood furniture structural panels a model of high appearance.

Sheet metal business

Channel diversification expansion strategy launched

Is the market demand for sheet metal really reduced? At this half-year working meeting, for this The problem, Penghong's basic knowledge is that although the market share continues to decrease, the overall market demand for plates has not decreased, but the methods and channels of demand have changed significantly.

The delivery of finely decorated houses continues to expand, the demand for personalized customization leads the fashion, and changes in policy orientation and consumption concepts have squeezed the demand for panels from traditional retail to other channels.

To this end, Mr. Liu Haizhou, Director of the Group's Marketing Center, said that in the face of the changing market environment, the sales team will strengthen market acumen, improve sales management efficiency and channel construction capabilities, and create "tailor-made products" for dealers operation model, deepen urban distribution, and seize market share. On this basis, Penghong Sheet Materials will officially launch a marketing strategy of diversified channel expansion, upgrading from traditional retail to three major channels in parallel: market retail, customized applications, and large-channel direct supply.

The implementation of the channel diversification strategy is an important guarantee for the continued growth of Penghong Plate. At the same time, it will also promote the diversified development of Penghong Plate products in reverse.

Customized home furnishings

Sales will triple in the next three years

The accelerated expansion of customized home furnishings and the multi-channel expansion of panels are a new development process for Penghong. Since entering the customized home furnishing industry in 2016, Penghong has completed the basic construction of the market competition system in 5 years. Production, design, service, logistics, image and other aspects have gradually established Penghong's differentiated advantages and characteristics.

At this annual meeting, Mr. Wang Bin, director of the Home Furnishing Service Center of Penghong Wood Industry Group, said that the expansion of Penghong customized home furnishings should accelerate the layout of stores horizontally and continuously improve the efficiency of single stores vertically. Profitability. Mr. Wang said: "Ensuring that every store is opened is the highest principle for the expansion of Penghong Customized Home Furnishings."

Mr. Wang introduced that according to the company's strategic goals, in the next three years, Penghong Customized Home Furnishings will achieve A threefold increase in sales. The strong production capacity of the new home furnishing factory is the production basis for the growth of Penghong's customized home furnishings; its leading advantages such as 30-day fast delivery, 10-year product warranty, and 10-yuan logistics will all become strong drivers for the rapid growth of Penghong's customized home furnishings.

Sweat watering the harvest, hard work and determination to move forward. The journey of 2021 is over halfway, and July is the beginning of a new chapter. On the new journey, Penghong people are striding forward to glory again.