Dekor, to create a green wood industry chain

If an enterprise wants to have full control over its products and processes, the best and safest way is to take every link in its own hands, that is, to build the entire industry chain. Usually, only companies with absolute advantages and leadership in the industry have the strength and determination to build the entire industry chain. Dekor Group is such a company. Dekor took the lead in the industry to establish a complete and powerful green industrial chain consisting of seven major links, including forestry resources, substrates, factories, research and development, design, marketing, and services.

Green, start from the source

"Green must not be shouted, but made," said Guo Hui, CEO of Dekor Group, "The floor is a resource. This is an industry that consumes resources, and ensuring the sustainable development and legitimacy of resources is what a responsible enterprise must do.” Therefore, Dekor ensures that the resources collected meet the requirements of environmental protection from the source and have legal sources. of logs and planks.

Although people are familiar with Dekor flooring, Dekor is not only a business that produces flooring, but also furniture, wardrobes and wooden doors. This is the concept of "related industrialization" of the icon. Regarding related industrialization, Guo Hui explained: "It is the green industrial chain that surrounds our core, and the resources provided are not only used for flooring. Like our main raw materials, logs and boards, the biggest consumption in the industry is actually furniture and Doors."

In the flooring industry, the market space is about 50 billion to 60 billion yuan, and the market share of Dekor is more than ten percent. The position of the industry leader is relatively stable, but after all, this industry is not large. Therefore, we will do other diversified related product lines such as wooden doors. Guo Hui introduced that the capacity of wooden doors is larger than that of floors, and there is a market space of about 70 to 80 billion yuan.

And specialization must be the basis of diversification. First of all, specialization must be achieved. In the future, the floor will still be the core industry and leading position of Dekor; the newly entered industries, wardrobes and boards are more scattered, and there are no leading companies. Dekor hopes to change these two industries in 5-10 years. Become a leading industry.

Now Dekor and its parent company have the largest wood-based panel production base in Asia. Guo Hui and his colleagues have been thinking about how to make good use of this resource. "Related diversification is to make good use of our resources to enrich our products, basically making a fuss around our wood industry."

Now the products related to Dekor are mainly wooden doors, integrated wardrobes and furniture . Guo Hui introduced that this is not only to expand the space of enterprises, but also to consider the interests of dealers. "After more than ten years of training, our dealers have reached a considerable height in terms of operation capability, capital accumulation and talent accumulation. If we only produce a flooring product, it will not meet the needs of the dealer's own development." In addition, Dekor said The group itself also needs to develop, and the characteristics of the above products are that the upstream is the same, and the channels are also connected. Consumers can also operate together when purchasing. Only the production links in the middle are different, so in Guo Hui’s view, this is easy to integrate. "We take a relevant and diversified route layout, make good use of both ends, and integrate in the middle, so as to maximize the utilization of the entire resource and ensure the stability and development of the dealer team." The dealer team has direct-operated stores directly managed by itself, as well as third-party agency channels. Guo Hui introduced that Dekork owns a minority in the number of stores. "Of the 40 provincial-level companies, 14 of them are directly affiliated to them, and the rest are all agency companies," but they each account for half of the sales volume. Because Dekor itself occupies the core channel and the market of major cities, in order to ensure the stability of the whole system.

And all of this is to create a whole industry chain from raw material procurement to production to sales.

Green comes from the control of each link

“There are not many companies that can do this, but after they are completed, they can achieve an unshakable position in the industry. What are the foundations of the icon? Can you build a whole industry chain with the advantages in terms of aspects?" Facing the question, Guo Hui gave an orderly answer: "precipitation". Obviously, he is very proud of the status of Dekor, which has been in the leading position in the country for more than ten years since its establishment, and has been the first in national sales for 15 consecutive years. "The first is the scale of the enterprise. This is an industry that requires resources. Our upstream, whether it is tree planting or board production, especially board production, we have introduced the best production lines in eight to nine factories across the country. , it is impossible to invest without a certain amount of capital.”

“If you have money, you can still do it in hardware, but you can’t be successful if you have money, and more depends on the human factor. The so-called accumulation is human resources. Accumulation, including the accumulation of the dealer team, because of mutual trust and accumulation, it will be easier to get through in some aspects, such as sheet metal production, terminal consumption, it is precisely because of the accumulation of more than ten years, to gradually achieve today's excellent The allocation of global resources. Therefore, it cannot be achieved without a certain amount of time and accumulation, and the accumulation of time, funds, and talents of the icon is leading.”

The Dekor adopts a first-class energy circulation system, collects scraps and processes it into production fuel, and almost only water vapor is discharged from the chimney of the factory, which truly achieves "zero waste discharge". At the same time, advanced equipment imported from Germany also maximizes the utilization rate of wood.

As a result, Dekor Group proposed a globalized resource and layout, in other words, a green industry chain, creating a complete green industry chain, so that Dekor will always be in the leading position.

Only in this way, for Dekor, the allocation of global resources is particularly important, because this kind of solid wood products mainly come from overseas. "We cannot obtain raw materials in a way that plunders resources and is irresponsible for the environment and the future. We guarantee that the logs we purchase are legal and sustainable. Dekor is also a member of international environmental protection organizations, and we guarantee that our resources are reasonable. Legal use."

Since its establishment, Dekor Group has established its own forest farm, planting fast-growing forests to meet the market's demand for timber, and now has 1.5 million mu of artificial fast-growing forests. "The flooring industry is still a traditional resource-based industry. Since the establishment of the company, we have been studying how to ensure the rational use of resources and ensure their sustainability." Guo Hui said.

In fact, the fast-growing forest industry is an industry that the state has been encouraging in recent years, because fast-growing forests can change the environment very well. Guo Hui showed the distribution map of the 1.5 million mu fast-growing forests of Dekor. In northern China, most of them are poplar trees, while in the south, eucalyptus trees are the main ones. Although this fast-growing forest grows relatively fast, it takes about 5 years to grow. It can be used as wood, but Dekor has always maximized the recycling of wood resources. Dekor Group also has special staff to guide forest farmers to carry out scientific planting. The land used for fast-growing forests is usually hillsides and tidal flats. After planting fast-growing forests, the environment will be greatly improved, and the forest coverage rate will be greatly improved. Fast-growing forests generally have a rotation cycle of 5-6 years. Artificial board companies will purchase a large number of fast-growing forest wood, so that forest farmers have good economic benefits. More forest farmers will participate in the planting of fast-growing forests, forming a benign environment. cycle.

In order to solve the problem of sustainability, forest farmers generally cut artificial fast-growing forests by thinning according to the guidance. "In a mature 5-year fast-growing plantation forest, we often cut only 20% of it as raw material, and replant new seedlings after cutting, and then cut another 20% the following year."

"If the wood When used in the field of wood-based panels, the diameter of the logs has little effect." Guo Hui pointed to the distribution map of fast-growing forests on his desk and said: "Fast-growing forests provide resources for China's huge consumption, and at the same time ensure farmers' income. It is this economic benefit that has led to more and more people participating in the planting industry in the past two years, which has led to an increase in the forest coverage rate in my country in the past two years.

At present, when the green industry chain is immature, to build a green whole industry chain must ensure that every link is in their own hands. Dekor Group has partners in Africa, Europe, and North America to control resources, and at the same time, ensure green and low carbon in the entire production process.

"We have been using the world's best equipment for these years. Last year, we introduced the world's best production line. Now some companies are called low-carbon products in name, but the equipment is not good and the consumption is very large. How can we guarantee low-carbon products? What? Therefore, in these links, we are willing to invest and use the best products in the world. First, the processing efficiency is very high, and second, the emission is low, so as to ensure that the products are low-carbon. In terms of logistics and the entire information platform, We use modern information means to manage the operation of our entire industrial chain to ensure its efficiency and implementation."

Currently, Dekor has more than 3,000 specialty stores across the country, with more than 20,000 employees, and its headquarters is in Shanghai for marketing and production. The logistics headquarter is located in Danyang, Jiangsu. "Logistics is done through partners, but it is also controlled by itself."

Strong support of green strategy

Since its establishment in 1995, Dekor Group put its own Targeted at serving mid-to-high-end customers. Guo Hui believes that such customer groups have relatively high requirements for health, environmental protection and comfort, so the green industry chain is in line with the product positioning. Dekor has been the first in the same industry in sales for 15 consecutive years, and its core competitiveness has also provided strong support for the implementation of the green strategy.

“As of today, the advantages of Dekor are comprehensive. Brand and channel are the two most important points.” First, brands and floors are durable consumer goods, and consumers usually don’t pay much attention to them. There are also more chemical products, and consumers are more at a loss when choosing products, so brand reputation plays a big role. "The building of the Dekor brand in recent years is the core work. But the most important thing to support the brand is good products, so these years focus on environmental protection and the needs of new consumers, and take product leadership as our core. Quality is the most important thing, and quality is our unshakable and non-negotiable final insistence."

Second, the channel depends on the penetration rate of the channel and the stability of the dealer team. "We have cooperated with dealers for a long time, and our culture and philosophy are more consistent, rather than a simple business relationship. It can be said that we have grown up with dealers and shared success together over the years, so the service and the front line are always in a better state. ."

In addition to these two points, Dekor's after-sales service is also remarkable. In order to ensure the better promotion of green home, Dekor takes the lead in establishing a complete pre-sales and after-sales service system, and strictly requires Dekor's installation and service staff to ensure the realization of the dream of green homes for the majority of families with the standard of "housekeeping service". As the No. 1 brand in the home building materials industry, Dekor currently has a sales network all over the country, with 3,000 sales outlets and more than 5 million satisfied and happy users. "After the consumption, the installation and use links also need the attention of the merchants. How to maintain a good service condition and satisfy the consumers is also an important factor to maintain a good reputation for the brand."

Guo Hui believes that , Dekor creates a green home system for consumers, in addition to providing the product itself, but also to increase the added value of the product, so that the majority of families can enjoy a green life, thereby improving the quality of life of each family. This is the ultimate meaning of the Dekor green industry chain.