Houde Wood Industry, Hong Hongtao: Doing business should be based on honesty

Yan Hongtao, general manager of Houde Wood

[Reporter]: Thank you for your interview. Can you briefly introduce Houde and Katiro?

[戚宏涛]: Houde Wood is my own to bring two or three people from the painter to start slowly, starting with painters. The real establishment of the wooden door factory was two years ago, so now only a two and a half year history of Houde is the younger generation in the industry. At present, Wuxi Houde Wood Industry mainly produces various home decoration facilities such as real doors, wooden solid wood stairs and furniture.

From the beginning of the venture to the present, the focus of Houde is the wooden door, which is the Kaidi Luomu door. At present, the main push is the mid-end positioning of the American red oak door. In the next five years, while insisting on the production of wooden doors, we plan to develop high-end solid wood custom furniture, pay attention to the consumer experience, and let consumers participate in the design.

[Reporter]: Wuxi is a wooden door production center in the Yangtze River Delta. As a base enterprise, how do you view the development of this industry?

[戚宏涛]: There are 300 wooden door enterprises in Wuxi, but there are not many manufacturers on the scale. Many of them still stay in the workshop stage, and the technical aspects need to be improved. In addition, Wuxi does not have a real brand compared with the outside world. There is no real-scale manufacturer and the internal competition is fierce.

[Reporter]: So in so many similar enterprises, where is the competitive advantage of Katiro?

[戚 Hongtao]: Quality is the core of enterprise development. Since the establishment of Houde Wood, it has always been honesty, credibility, customer first, and won us a good reputation. I am a painter of my own, and we can do our own control in the process. In the future, we will have a strategic cooperation with brand paint suppliers in the paint technology to further improve our process and R&D level. In terms of workmanship, we learn from the advanced technology in the industry and put an end to the various quality problems in the traditional wooden door production process.

[Reporter]: So what experience does our Cadillac share in serving customers?

[戚宏涛]: Do things in a down-to-earth manner, pay attention to credibility. Our commitment to our customers is that after-sales service is completed within 48 hours, which we have been following. At the beginning, there were a lot of orders. We worked overtime and couldn’t get out of it. We will explain the situation to the customer in advance. Now our equipment is also keeping up, the workers are also stable, the customer volume is growing steadily, and we can better fulfill this promise.

[Reporter]: The theme of this year's 315 is consumption and safety. Recently, Vanke involved the use of Anxin's "poisonous floor" incident, involving both parties and other real estate developers, causing consumers to question the safety of wood products. You think, From the aspect of honesty management, what aspects will we start with, and take the road of honest development?

[戚 Hongtao]: Jinbei silver cup is not as good as word of mouth. My understanding of this word of mouth is honesty, that is, brand. A good brand, a brand that can last forever must be based on integrity. Only by giving consumers a high degree of trust will they be able to go further and further. Like the previous Sanlu, it violated the principle of good faith and neglected the safety of the product. A melamine completely eliminated the enterprise. There are many phenomena of excessive formaldehyde in the wood products industry, which has harmed the interests of consumers. I think the purpose of the home industry should be to provide consumers with a healthy and high quality home living environment. Nowadays, consumers' consumption power and demand are increasing, and the requirements for the integrity management of our company are also higher.

We are still a word, truth-seeking, that is, doing things in a down-to-earth manner, serving consumers and serving customers. In the production process, we strictly abide by the standards set by the state, and employ high-paying project managers such as paints to strictly control the quality and ensure that consumers purchase our products is safe and secure.

[Reporter]: Most enterprises in the manufacturing industry are still in the labor-intensive stage. However, the phenomenon of labor shortage seems to be getting worse. On the other hand, the prices of raw and auxiliary materials are rising every year. How do you think our company will face? The problem of rising costs?

[戚 Hongtao]: This is an industry issue and it is inevitable. As the industry matures, it should gradually be resolved. At present, enterprises should find their own reasons, and the labor shortage can be solved by increasing equipment, improving employee treatment, and improving corporate management.

[Reporter]: How do we do Kedi Luo?

[戚 Hongtao]: I am going to have several more machines this year. Management will pay more attention to humanization. In terms of raw materials, we are also looking for new wood species to replace the rubber wood that is currently on the market. I believe that these problems can be solved by strengthening the internal strength of the enterprise and integrating various resources.

[Reporter]: Are you optimistic about this year's trend?

[戚宏涛]: There is no bad market, only bad companies, it is very important to do business confidence. In 2011, our sales increased by 200% year-on-year. This year we will also aim at this ratio and focus on the East China market. At the same time, I hope to use the various platforms and channels such as the Internet to go out and achieve greater development.

[Reporter]: So how do you think about e-commerce?

[戚 Hongtao]: E-commerce is a trend. It is also feasible to use wooden doors for e-commerce. We are currently doing it. The key to e-commerce is to solve a problem of consumer experience. If you can combine online and offline, the effect will be better.

[Reporter]: Ok, thank you for your interview.

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