On promoting the development of China's timber industry
Issuing time:2017-11-10 13:40
Experts BBS about several problems to promote the development of China's wood industry sen-lin zhang (100714) Chinese forest product industrial association, Beijing breed diversity, the enterprise information, marketing rationalization, modernization of management and product brand, to achieve leapfrog hair binge of wood industry in China is the central issued the decision on accelerating the development of forestry and carry through the marked, The whole society is paying attention to and supporting forestry environment is forming. Comprehensive economic development, substantial improvement of life and accelerated urbanization have brought continuous strong demand to China's wood industry. The total output of wood-based panel has ranked second in the world, new products keep emerging, and the growth of industry profit margin has attracted foreign capital and the capital of listed companies, which has correspondingly improved the technology and equipment level of the industry, and also brought the renewal of enterprise organizational structure and even cultural market. The integration of jiangsu Daya's industrial capital and holy image sales network is a typical example. The phenomenon of big integration bringing big promotion is in the ascendent, which will bring qualitative improvement to the timber industry.
With the rapid development of China's timber industry, some new problems and challenges have also appeared: such as raw material supply and enterprise scale structure. It is necessary to realize the leapfrog development of China's timber industry from the aspects of raw materials, scale, operation, varieties, research and development, marketing, management and product brand. The reasonable annual supply of existing forest resources can only meet 60% of the actual demand of 300 million m3. The application field of wood materials is expanding rapidly, and the contradiction between supply and demand is gradually emerging. The competition between papermaking and wood-based board materials is becoming increasingly fierce. In order to stabilize supply, flat restrain price, adjust surplus and shortage, establish enterprise own raw material forest base has precedent in foreign countries, and succeed, if huihao company has woodland 3 million hm2 domestic Shandong Chenming, Fujian nanping and other enterprises have also successfully built millions of acres of industrial raw material forest; Stora Enso Group, the world's large paper company, signed a contract with Guangxi Gaoxin Group in 2003, investing 150 million US dollars to build a rapid growth and high yield forest base of 150,000 hm2. Singapore Golden Eagle International Group invested 500 million US dollars to build the Asia Pacific Paper Industry Forest pulp paper - body project; In addition to the existing 33,400 hm2 (500,000 mu) of poplar forest, 133,300 hm2 will be replanted in a few years. Jixiang Group plans to build poplar forest base of 66,700 hm2; Shengda Group planning afforestation 16 East Linyi has 16,700 hm2 poplar, plans to develop another 50,000 hm2 in 5 years; Sino company is also working to build industrial raw material forest policy to build industrial raw material forest also provides financing, leasing, logging, preferential tax, etc. That made it possible to build industrial raw material forest benefits become lucrative investment projects and independent industry in February 2004, the state forestry administration signed developmental financial cooperation agreement with China development bank, National development bank will be in 2004-2005 to provide a total of 8 billion yuan of loans at forestry industry construction of key projects, support key areas of rapid growth and high yield forest construction project and forest paper (including forest board) integration project, support the mofa return to forest and day protection project and the key project recommended by the State forestry Bureau. The improvement of the environment and experience accumulation, fulfill the policy of afforestation, the fast-growing tree, a tube of the implementation of the mining technology, the improvement of transportation condition, etc., have promoted the industrial raw material forest engineering construction scale of 2 economization of wood based industrial raw materials, processing, man-made board manufacture more than economic scale of the factory is the inherent requirement of basic raw material industries only lower unit fixed costs, To achieve and exceed the economic break-even point, enterprises have enough strength to build raw material forest, develop new products, gather talents, build brands, to implement advanced technology, more effective use of resources, to obtain good circulation and economic benefits according to modern competition theory, there are three ways to enhance competitiveness: ① Best products (low cost, differentiation), ② customer solutions (reduce customer costs or increase profitability); (3) System lock (lock supplement, exclude competitors, form a standard) to achieve these three kinds of promotion are closely related to the economic scale to the current domestic market trend optimistic particleboard as an example, in the 1950s and 1960s a single factory annual output of less than 1000 m3, the end of the 1970s annual output of 15,000 m3 production lines have become "pestilent machine", Only the 80's and 90's reached 50,000 m3/a production plant can maintain good business, while the scale of similar foreign factories is usually more than 100,000 m3 and there is a small enterprise scale, but clustered in a certain area, such as hebei Wen 'an plate; Floors in Cui Qiao, Jiangsu province; Nanxun floor; Linyi plate; Changsha, Shenyang, Juning flooring; The agglomeration of sheet materials in Pizhou of Xuzhou can bring many benefits, such as demonstration effect, supporting cooperation, resource sharing and quick information exchange. Although the forms of enterprises, the good and bad are intermingled, but the product standard and can keep pace with The Times, or actively promote innovation in introducing foreign capital, or through integration and improve the quality of our products, there are also vast living space, and can be among the leading enterprise stand out as a result, according to China's national conditions, need through the market of big integration, promotion, support enterprises bigger and stronger, Gradually form the enterprise scale structure with large enterprises as the leading, medium-sized enterprises (including regional concentrated industrial groups) as the support, and small enterprises as the auxiliary.
3. Internationalization management internationalization is the best way to use two resources and two markets to improve the grade of enterprises. The export of labor-intensive products is China's advantage, so more enterprises should be encouraged to participate in international division of labor and international competition, and two resources should be allocated effectively. 4. Diversified wood-based panel is superior to solid wood panel in physical and mechanical properties, size stability and decorative properties, and is the main substitute of solid wood panel. Widely used in laminate wood flooring, furniture manufacturing, interior decoration, vehicle and ship interior decoration, sound box production and packaging, etc. The fierce market competition requires the variety and style of the end products to be constantly updated, and the variety and performance of the raw wood and wood-based panel products must be diversified.
Take the development trend of aggrandizement wood floor as an example: to improve the product resistant to rattan flame retardant, resistant to water, antistatic performance, production technology is also improving constantly, such as: There are wear-resisting decorative paper directly covering the surface of the decoration, or with precious tree veneer veneer, and with silicon carbide and other hard materials penetration veneer surface layer to strengthen the surface, the base material is the use of small wood into thin plate or veneer, splicing laminated wood or multi-layer limb board. The diversification of products is the need of fierce market competition, is the need to improve the utilization of raw materials, is the need to improve the efficiency of enterprises.
The development and takeoff of an enterprise depends on information. Accurate and complete information is a necessary condition for the development of an enterprise. We should continue to use it application to drive industrialization and industrialization to promote it application, and blaze a new path of industrialization featuring high scientific and technological content, good economic returns, low resource consumption and less environmental pollution, and full play of the advantage of human resources.
The abundance of resources determines that modern industry must be informationized. Manpower and material resources, policy, environment, executive force is resources, information and resources, entrepreneurs should be configured resources experts, entrepreneurs with informatization grasp and configuration of resources, environmental information system to complete the inside and outside the organization in the complicated and ever-changing information collection, storage, processing and distribution, to support the organization's planning, management, decision-making, coordination and control, The globalization of information greatly improves the value of information. With the help of information system, trade and enterprise management can be carried out conveniently on a global scale. By using the latest information, the delay of management and implementation in business processes can be eliminated, thus improving competitiveness. Use modern information technology to improve the visibility, timeliness, accuracy and integration of information. The application of ERP decision-making system, business intelligence, customer relationship management, supply chain, office automation and other modules can achieve business processing, information feedback, performance monitoring, market response real-time monitoring.
Marketing Rationalization The American Marketing Association defines marketing as the process of planning and executing concepts, pricing, promotion, and distribution of goods, services, and ideas to create an exchange that meets individual and organizational goals. Marketing management, as an art and science, needs to select target markets and acquire, retain and increase customers through creation, delivery and communication. Due to the lack of wood industry marketing manage to read, timber market in China is in disorder, chaos and lack of good faith, counterfeit products flooding the market, vicious competition situation of heavy discounting, bring immeasurable loss for enterprise and industry should strengthen market management, advocate honesty, obtain the public trust is key to customer satisfaction on customer the highest, True "customer first" means providing products and services that exceed or exceed customer expectations. China's timber industry to obtain the take-off of the whole industry, to make China's timber products in the domestic and international market development, we must attach great importance to consumer satisfaction of our products.
Collect information, analyze the needs and trends of the macro environment, study modern circulation methods such as chain operation, logistics distribution and e-commerce, measure and analyze the current market demand. Even for small and medium-sized enterprises, as long as they find the right products and accurate market positioning, Even wood flooring, wood lines, wood toys can find their own position in the global industrial division of labor system market targeting segmentation, localization and individual marketing four levels of market segmentation is in a market to identify a wide range of groups; Filling is more specific to those identified groups; At the local level, marketers customize their campaigns to trade areas, neighborhoods, and even individual stores. At the individual marketing level, the company carries out individual and popular customization activities.
7. Enterprises that attach importance to management modernization and develop strategic planning have obvious growth advantages. In terms of the production scale of wood and wood-based panel enterprises in China, small and medium-sized enterprises account for a large proportion, which generally lacks strategic management. The modernization of enterprise management is the only way for the development of enterprises. We should start from the following aspects: (1) start from meeting the basic needs of customers, and then meet the expected needs, and gradually achieve customer satisfaction, which is the lifeline of the enterprise (2) correct ideas and principles, learn modern thinking mode and operation norms. All good companies are a combination of business logic such as vision, fair exchange of core values, and free competition. This is the philosophy and principle advocated by the founder of the company, and also the source of the company's sustainable development.
Aiming deviation is improved and perfected continuously. Only by constantly updating concept, improve the management level, rely on scientific and technological innovation constantly update their products, can be in an impregnable position in the intense market competition the practical work in the initial stage is often large, with slow, but insist on results will be more and more significant, this is the so-called flywheel effect achievement big business is a series of practical pursuit, Sustainable growth measures (4) values professional, dedicated, meticulous, rigorous; Specialization highly specialized and product single seven operations. American companies that do better in niche markets, such as Coca-Cola, are becoming more specialized and more segmented.
Product branding core technology plus business strategy is equal to brand. Historically, the transfer of the world's manufacturing center has been accompanied by technological breakthroughs in the host country. In today's economic globalization, even if there is some possibility, there is no independent intellectual property rights, and most of the value-added parts are in the hands of others. It is extremely beneficial to promote Chinese products to the world. If we only take it as the ultimate model, blindly copying others' products and failing to develop our own technology and brand, everything in front of us will be a short-lived "rootless industry". Low level expansion of plant and equipment investment is often a copy of the past, the harvest is only increased capacity, when the market is restricted, the efficiency will decline.
Core competitiveness is the basis for enterprises to obtain long-term and stable competitive advantages. It is the organizational ability that organically integrates skills, assets and operation mechanism. It is the result of enterprises' implementation of internal management strategy and external transaction strategy. Only when the exclusive competitive ability of an enterprise is valuable and scarce, which cannot be completely imitated by others and cannot be replaced by competitors, can an enterprise have real strength to continuously enhance brand loyalty.
Brand is the unity of social trust, reputation and popularity, including four levels of connotation: first, brand is a trademark; Second, brand is a symbol, is the word signboard; Third, brand is a kind of public praise - a kind of taste, a kind of style; Fourth, brand is the key experience of consumers related to products. Brand is intangible asset, which can be transformed into value, because brand represents the recognition of consumers. There are many reasons for consumers to be fond of a certain brand, such as the cost advantage of the product, the stability of the quality, the leading technology content of the product, in line with the consumer psychology of the public, good product publicity, the herd psychology of consumers and so on. Once brand loyalty is established, the enterprise actually sets foot on the fast track of sustainable development. However, it is not easy to get consumers to love a particular brand. It is necessary to firmly establish a customer-centric business philosophy. Want the interest of consumer to be put in the first J from start to finish, ability wins the trust of consumer, make oneself brand retains youth forever near future, national quality inspection general Administration undertook supervision spot check to aggrandizement wood floor product quality 3 times, Selectived examination in Beijing, liaoning, heilongjiang, Shanghai, jiangsu, zhejiang, fujian, jiangxi, henan, hunan, guangdong, sichuan, yunnan and other 13 provinces, city 52 companies 52 kinds of products, qualified 41 kinds, product sampling percent of pass is 78. 8% of zhejiang province bureau of quality and technical supervision before the Spring Festival last year was carried out on the floor market special quality supervision and inspection, A total of 90 batches of floor, qualified 59 batches, pass rate is 65.6%. Most enterprises in China's wood industry brand awareness is still quite weak enterprises to create their own brand, in addition to the need to have their own core technology, strict management system, excellent after-sales service, but also a good market environment a large number of low-end products to fill the market, disorderly competition, Some enterprises that have the ability and desire to produce high-end products and create brand products are affected. This is a problem that must be overcome vigorously. Brand is formed step by step, must perserve, unremitting efforts, abroad - some of the famous brand products of famous big companies are through long-term hard efforts and obtained.