/ Ascot/July 25, 2022Guangzhou - The two-year-old epidemic combined with the sluggish real estate market has brought a great impact on the home building materials industry. Under pressure, some brands are anxious about how to survive, while others are thinking about how to reach new heights. What is the underlying reason for such a huge difference? Recently, Yunfeng Moganshan launched a brand micro film "Background color" to reflect on these questions and answer.
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< P > In the micro film "Background Color", Gu Shuixiang, chairman of Yunfeng Moganshan, appeared in person, telling about his understanding and thinking in the home building materials industry for 27 years. The micro film takes the development of Yunfeng Moganshan as the main line, and focuses on Gu Shuixiang's initial intention, adherence to the industry and expansion of the world. With Gu Shuixiang's inner monologue, it explains the entrepreneurial history of Yunfeng Moganshan with environmental protection as the background. In a sense, Background Color is not only Yunfeng Moganshan's thinking on the home building materials industry, but also a dialogue between Yunfeng Moganshan and the public and the industry from the perspective of leaders.
In the micro film, Gu Shuixiang sets the tone of Yunfeng Moganshan's 27 years of development. "From caring about the environmental protection of products to paying more attention to household health", Yunfeng Moganshan's direction is becoming more and more determined. From another point of view, it also shows that Yunfeng Moganshan increasingly confident in their own strength. Because the development of any enterprise must be based on the underlying logic of the industry and market demand. Environmental protection, health and green is the underlying logic that drives the continuous development of home building materials industry. In the film, Gu Shuixiang mentions that environmental protection is "an important force supporting Moganshan to go further and further".
Gu Shuixiang raises a crucial question for the home building materials industry -- where does our future really lie? For China's home industry, this is a topic worthy of serious consideration and discussion, because it is related to whether the industry can get out of the brutal growth cycle of development, smoothly into a higher quality of development stage. Environmental protection is definitely the general direction, but how to practice environmental protection, how to achieve a better, more extreme environmental protection, is an urgent need for all industries to explore.
< p> Gu Shuixiang mentioned in the Background Color that Moganshan, the cloud peak, has been pursuing a "big dream" of environmental protection during its 27 years of development. This big dream must be based on a small goal. In case you're wondering, what is this little goal? That is to make the harmful release of home building products smaller and smaller. How small is this "small goal"? Cloud peak Moganshan gave the answer as 0.025. This figure represents the formaldehyde emission specified in the Classification of Formaldehyde Emission of Wood-based Panels and Their Products issued in 2021: ENF≤0.025mg/m³.
As the most stringent environmental standard in the world, 0.025 has become the target pursued by many brands in the home building materials industry after 2021. In pursuit of its "big dream", Yunfeng Moganshan surpassed the 0.025 standard as early as 2019. This is Yunfeng Moganshan's strong scientific and technological innovation ability, research and development ability, as well as the ultimate pursuit of product quality and environmental standards.
In 2019, Yunfeng Moganshan independently developed natural, aldehyde-free soy-based protein glue with renewable natural plant resources. Combined with aldehyde-free substrate certified by CARB-NAF of the United States, it launched ENF-level environmental protection plate -- bean wormwood board, whose formaldehyde emission is less than 0.01mg/m³. Far lower than ENF≤0.025 mg/m³ standard. Yunfeng Moganshan to achieve this goal than the launch of the new national standard ENF fully in advance of more than two years, the first sounded the horn of domestic plate environmental protection upgrade, but also opened the reshaping of the industry competition pattern.
"Background color" arouses hot discussion, innovative marketing helps Yunfeng Moganshan break the circle
"Background color" micro film online, arouses hot discussion in the whole circle of home building materials. Even outside the industry, ordinary consumers and media are also involved in the hot debate about what kind of home building materials products are needed in the future and how to implement the big proposition of environmental protection. From the perspective of marketing, Yunfeng Moganshan's "Background Color" micro film can be said to be successful "breaking the circle".
Professional marketing personnel said, "background color" micro film hit the pain point of the majority of consumers, that is, the concern for health, and health is closely related to the environmental protection of the home environment. The small number of formaldehyde release, seemingly insignificant, but related to the health of thousands of families. It is also the concern and thinking of environmental protection and health, "background color" can break through the circle of home building materials into the vision of ordinary consumers. < /p>It is understood that the Background Color micro film is just a prelude to Yunfeng Moganshan's new environmental protection strategy. Shortly thereafter, Yunfeng Moganshan will hold a press conference on its 2022 brand strategy and announce its new corporate strategy of "defining environmental protection once again". As for how Yunfeng Moganshan "defines environmental protection again", what the new strategy will bring to the home industry, and where the future of the home building materials industry will be, these questions will be answered one by one at the conference.
