In 2011, it was designated as the International Year of Forests. In this year and day, which is quite different for the flooring industry, the World Flooring Conference was held in Shanghai. Sustainability has become a hot topic in the industry at this conference. It is not only applicable to the protection of forests, but also to the future development of China’s flooring industry.
Is the flooring industry really ‘misunderstood’?
‘Forests have been on Earth for 380 million years, but do we really understand trees? At the World Flooring Conference, Jim Gould, president of the American Institute of Ground Materials Research, broadcasted such a video, with a variety of beautiful forest images that alternated and flashed, and this rarely mentioned problem was thrown at the beginning of the film. This short film called Forest and People was specially filmed by the United Nations to promote the 2011 International Year of Forests. At a annual event in the flooring industry, where raw materials are supplied to deforestation, it seems that some of the short films on forest protection topics are out of date.
JimGould is not persuading listeners to give up their industry, but to advise entrepreneurs in the flooring industry, ‘If we want to grow in this industry, we must educate consumers around the world: if we manage deforestation well, the floor The industry is actually good for the world. Every producer and seller of wood needs to do his job and change the misunderstanding of consumers. ‘
The chairman of Nature Floor, Yan Xuebin, said that as a boss of the timber industry, he was always asked how many trees the company had cut. In fact, flooring manufacturers have replanted trees as a common means of floor marketing. Yan Xuebin said, ‘Every time I cut a tree, I promise to plant ten trees. Cutting trees and planting trees is not a contradiction. What needs to be considered is how to source legal timber globally to achieve more environmentally friendly goals. ‘
Ye Kelin, vice president of China National Forest Products Industry Association, also defends the low carbonity of the floor. ‘Afforestation is to absorb carbon dioxide to release oxygen, but if the wood is not used, it will eventually return to the atmosphere if it rots. . Therefore, it is necessary to use wood in large quantities, store carbon in wood products, and let the carbon delay the release time. Under the premise that the amount of growth exceeds the amount of use, it is not only one-sided emphasis on forest protection. ‘
Sustained development faces strong demand
’13 years ago, China was only an importer of laminate flooring, and now it has become the largest producer of laminate flooring. Although great success has been achieved, past successes do not represent future success. ‘This is a warning from Thomas Baert, Senior Development Consultant, China International Flooring Materials and Paving Technology Exhibition.
In the face of this kind warning, ‘reflection’ has become the word repeatedly mentioned by many speakers at the floor conference. And the challenge is everywhere. Ye Kelin, vice president of China National Forest Products Industry Association, listed the factors that are not conducive to the development of the industry, such as shortage of timber, rising prices, rising production costs such as manpower, tightening of real estate and financial policies, and upgrading of wood quality requirements. He concluded that it is no longer feasible to rely on the growth of resource consumption and capital accumulation.
Leading companies in the industry are also aware of this. Weng Shaobin, president of Shengxiang Group, said that China’s flooring companies are labor-intensive from product production, marketing to after-sales service. He once made a calculation. If the icon is to achieve sales of 3 to 4 billion yuan, the company needs to invest more than 10,000 people including production personnel, sales personnel and installation service personnel. Weng Shaobin believes that such high labor intensity is sustainable in the flooring industry and worth considering.
The road to transformation is not smooth, and the domestic flooring industry is fortunate that they have an increasingly large domestic consumer market compared to their foreign counterparts. During the ‘Twelfth Five-Year Plan’ period, there will be 2.4 billion cubic meters of new buildings and 42 billion cubic meters of old buildings. This has great potential for the flooring industry, which has a 30% market share in floor coverings, Ye Kelin said.Release date: 2011/12/12 10:33:48
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