Hongchang: Focus on scientific research, furniture and paint market, counter-innovation and breakthrough

In 2012, affected by the macro-control of real estate and the slowdown of the overall economic environment, the coatings industry downstream of the property industry still suffered from “severe winter”. Under the influence of unshakable property policies, sluggish market demand and increased competition, furniture paints are also under tremendous pressure from the upstream. In the flat and faint paint sales market, Hongchang Chemical's flattering performance is that in such a difficult environment, Hongchang Chemical's sales of furniture paints this year still reached double digits. Mr. Guo Xiyou, Director of Furniture Paint Division of Guangdong Hongchang Chemical Co., Ltd. told the author that in 2012, Hongchang Chemical accumulated 20 years of scientific research strength, and through technological innovation, improved the quality of furniture paint products and improved coating technology, and put them into the market. Customer service. Focusing on environmental protection, technological innovation and adapting to market demand, Hongchang furniture paint products are aimed at the forefront of similar products in the country, and are dedicated to the 20th anniversary of Guangdong Hongchang Chemical Co., Ltd.

Furniture paint is currently the main product of Guangdong Hongchang Chemical Co., Ltd., and sales account for 60% of the total sales of Hongchang. Waterborne furniture lacquer is a typical safe and environmentally-friendly furniture lacquer product. It replaces the volatile organic solvent in traditional coatings with water-based technology and has no pollution to the atmospheric environment. It is a high-end green product. The rise of Hongchang Furniture Paint benefited from the 20-year history of enterprise development and the concept of “Science and Technology Development”, which provided a good technology research and development platform for the development of Hongchang Furniture Paint. At present, Hongchang Chemical looks at the UV furniture paint market and introduces UV paint and water-based paint for many years. The development of furniture paint has made breakthrough progress.

In addition to the hardware factors such as technology and products, the success of Hongchang furniture lacquer is inseparable from the efforts and efforts of Hongchang people. Mr. Guo Xiyou said to the author: "Hongchang's 20th anniversary, employees come from all corners of the country, there are many Hongchang people with more than 10 years of service, and employees of more than 3 years have been maintained at around 40%. Their sincere efforts have created Hong. Chang's glory today."

Grasp the precision of the furniture paint market

“Although facing the sluggish market, compared with last year, the production and sales volume of Hongchang furniture lacquer has increased.” Mr. Guo Xiyou, director of Hongchang Furniture Paint Division, told the author.

This year's market situation, from the first half of the year, the overall furniture paint industry's market growth rate has slowed significantly, compared with last year, the overall market growth rate from January to May this year is less than 11%, but last year it was close to 17%. Hongchang furniture paint growth is comparable to the industry's growth rate. In terms of sales, Hongchang took a two-handed approach. On the one hand, it tried to maintain the conservative growth of old customers, and tapped potentials for some secondary city customers. On the other hand, it vigorously developed new customers and made absolute sales growth. In the first half of 2012, Hongchang Chemical Furniture Paint completed 50% of its annual target. Hongchang Chemical will focus its growth in the second half of 2012. In the first half of the year, the second half of the year will focus on momentum.

At present, furniture lacquer enterprises are facing the dilemma of development, and it is still a profit problem. The profits of furniture lacquer enterprises and furniture paint distributors are getting thinner and thinner. In order to seize the market to survive, blindly fight prices, not pay attention to product quality improvement, lack of market brand awareness and misunderstanding of environmentally friendly products, all seriously disrupt the furniture paint market. However, Hongchang has profoundly realized that the price can only obtain short-term benefits, which is harmful to the enterprise. Guo Xiyou believes that furniture lacquer products should have reasonable value and price. When furniture lacquer is operated at a low profit, the industry should consciously regulate. This is how Hongchang grasps the furniture paint market in this way. However, it does not share the interests of the eyes and the long-term development. It will make the development of the eyes look longer and more ambitious.

Close to the market to serve customers

In 2012, Hongchang Chemical launched the national tour promotion conference with the theme of “Hongchang Paint Shangpin Solid Wood China Appreciation Conference”, and continuously promoted Hongchang's paint concept and service concept in key markets. Hongchang's corporate image and enterprise Strength, corporate culture, team atmosphere and team professionalism, let more customers understand Hongchang, feel the terminal service promised by Hongchang, and help customers improve the quality of furniture products and achieve a good market through communication. repercussions.

In addition, Hongchang Chemical fully implemented the service concept of “make customers touched” in 2012. Let customers move, give lectures to furniture factories through lectures, train the latest technology of paint construction, scientific construction methods, communicate with furniture companies, develop a series of scientific paint construction management systems and cost control management systems, etc. The furniture enterprises that are neglected to manage can be upgraded and innovated by management, improve the quality of the process, improve the effect of the paint film, and at the same time drive the improvement of the quality of the furniture products.

It is based on such services that customers have praised Hongchang's products and services and passed on word of mouth. Hongchang Furniture Paint has achieved today's achievements and status.

Focus on scientific research

In the implementation of the new national standard for children's furniture in August 2012, in the case of heavy metals that must be tested for adult furniture, the detection of children's furniture increased the limit requirements for four heavy metals such as antimony, selenium, arsenic and antimony. This has undoubtedly added a barrier to entry for furniture lacquer companies. Hongchang always strictly demands itself in environmental responsibility, eliminates the use of prohibited substances, selects raw materials, focuses on scientific research, implements standard testing and control, and ensures that manufactured products meet national standards.

Hongchang, which takes technological innovation as its development concept, has successively established three national-level R&D platforms of “National Post-Doctoral Research Station”, “National Key High-Tech Enterprise” and “National '863 Program” Laboratory, and has “Ten National core technology invention patents." In the Chinese coatings industry, the technical strength of Hongchang Chemical is obvious to all. Not long ago, Hongchang Chemical had three new furniture paint products passed the high-tech acceptance. Guo Xiyou said: "Technology innovation is the driving force for the development of enterprises. Without innovation, it means backwardness. Products cannot be upgraded. If they cannot develop independently, they cannot grasp the direction of the market. Hongchang always uses technology to create life as its concept.

Regardless of product quality or customer service, it all reveals the advantages and potential of Hongchang furniture lacquer technology innovation, revealing the improvement of Hongchang furniture lacquer market competitiveness. Today, Hongchang furniture lacquer has successfully achieved growth in production and sales against the market, and Hongchang furniture lacquer is becoming a new force in the development of Chinese furniture lacquer.

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