Shenzhen, November 10, 2023 - At the crossroads of industry upheaval, how do home furnishingcompanies choose? Where is it going? What is the logic behind the change? The "Bold for" column focuses on innovators and breakthroughs in the housing industry, in-depth dialogue with Longitudinal Ruiyuan, chairman of TATA Wooden door, from the perspective of media, from the design, manufacturing, technology and internal transformation of the company to restore the process of TATA wooden door brand transformation, and jointly activate the future development password of the housing industry!
Paint wood door free paint, what does it mean
A few years ago,TATA Wooden Doors did what some in the industry jokingly called "both good and bad", which was to achieve and lead the industry in the industrial mass production of paint-free doors. This is "good" because the technology has advanced, the process has advanced, and the industry has advanced; Saying this is "bad" is invisibly leading to increased competition - because it is easy, too many people follow.
But now,TATA wooden doors will bring a new shock to the industry - will achieve paint-free painted wood doors.
What is paint-free wood door? We know that edge sealing is a major process difficulty of painted wooden doors. TATA wood doors will solve the problem of wood door edge sealing through paint-free process, thereby reducing the process of painting wood doors, making its industrial production faster and more efficient.
At present,TATA Wooden Doors has scheduled the internal rollout of this technology for 2024.
This is another milestone for the industry. For TATA wooden doors, it means that the competitiveness is upgraded again, and therefore away from the industry "inner volume", towards a broader market.
Behind the outstanding, is the improvement of the level of intelligent manufacturing
Since its establishment 24 years ago,TATA Wooden Doors has been following a different path of persistence. The continuous exploration of silence, the depth of simple aesthetics, the adherence to original design, the certainty of professional ethics, and the step by step improvement of service have made it a substantial benchmark in the field of wooden doors.
Behind the visible achievements is the development and advancement of intelligent manufacturing, once unknown to outsiders, in TATA wooden doors.
In April 2023, during the "2023 Media Chief Editor's Group TATA Wood Door Quality Walk", more than 30 media chief editors visited TATA Wood Door Lankao Factory to witness the intelligent manufacturing level. The intelligent manufacturing production line of TATA wood door is carefully designed and structured by experts according to the actual process needs, so that it has higher process adaptability and higher intelligent manufacturing level. The high level of intelligent manufacturing supports the landing of the excellent design of TATA wooden doors and the presentation of high-quality details, and the high speed of intelligent manufacturing supports the mass production capacity and delivery speed of TATA wooden doors. According to the chairman of TATA Wood doors, Rui Yuan, the current TATA wood door paint-free door production line, from start to finish a cycle of only 50 seconds. The production of painted doors, with the continuous maturity of technology in the future, is also expected to reach this level.
This can not but trigger the association,TATA wood door paint free door, will once again trigger a change in the industry?
The category will expand, but the brand name will remain the same
The home industry is ushering in the era of category integration, many wooden door companies have changed the brand name, no longer to "certain wooden door", but to "home", "whole custom" and so on instead of "wooden door".
He said TATA Wooden Doors has no plans to change its name, at least not in the next few years. He explained that TATA wooden doors will continue to expand in the future, but wooden doors will always be the core and iconic product, and also the brand label. In other words, "TATA wooden doors" is a name, not a category.
Therefore, in the future, consumers will walk into TATA Door stores to consume, first of all, they are attracted by TATA door products, but it does not mean that they can only buy doors here. Just like walking into a roast duck restaurant, you must be attracted to this famous dish, but it does not mean that you can only eat roast duck.
Multiple organizational models and supply chains are also important advantages of TATA Wooden Doors
TATA Wooden doors has never been involved in price wars, but its advantages can be even stronger when used. TATA Wooden doors once had a door that sold 180,000 a year.
This advantage is the multi-organizational model and supply chain.
TATA Wooden Doors has a number of factories across the country, sometimes five in a yard - a production line is a factory, and each factory only produces one style of door or one material of door. This model ensures the professionalism and efficiency of TATA's wooden door production.
TATA Wooden Door's supply chain is highly screened, with a small number of suppliers but a long-term partnership. TATA wooden doors are in high demand and can gain price advantage, which in turn translates into cost advantage. Long-term cooperation and large-scale cooperation also make suppliers pay more attention to TATA wooden doors, and further provide support for TATA wooden doors to enlarge the advantages in all aspects.
The essence of price war is to reduce profits and even reduce quality as the cost and means. Even in the face of market pressure,TATA wooden doors will not need to reduce profits, let alone quality, just need to rely on these advantages, can cope with market turbulence.
"Quality is a needless question, as a company, do a good job, to ensure quality is the should and must." Longitudinal Ruiyuan stressed.
For future expectations and strategic planning, longitudinal Ruiyuan said that it is to respond to the uncertainty of the market with its own certainty. "The certainty of TATA wooden doors is to focus on doors, and then expand a certain category, how much capacity, how wide. On this constant basis, the market changes as it changes."
peroration
The realization of paint-free painted wood doors is another important attempt by TATA Wood Doors to advance the industry. It will lead the entire home industry into a more environmentally friendly, healthy and efficient development stage, and will also bring more quality and comfortable products and services to consumers. In the future, we have reason to believe that TATA wooden doors will continue to play an important role in our industry and continue to drive innovation and development in the industry.
