The reporter interviewed Ms. Yang Yan, the vice chairman of the China Redwood Classical Furniture Council and the chairman of the famous mahogany furniture company Huanglinyuan Classical Furniture Co., Ltd. She answered the reporter's questions in conjunction with the development history and experience of Huanglinyuan.
Dialectical treatment of the "Redwood New National Standard"
Reporter: The industry has long been talking about the "Redwood New National Standard" will be released this summer, but according to the latest report, the final new national standard "General Technical Conditions for Redwood Furniture" does not define the scope of the tree species of mahogany furniture, some participation Experts in standard setting made it clear that “the new tree species have not been easily addedâ€. As a representative enterprise of mahogany, Huanglinyuan will certainly care about this issue. Please talk about this.
Yang Yan: Up to now, the concept of "redwood" mainly refers to 33 materials of five categories and eight categories included in the "national standard" formulated in 2000. Before the 33 kinds of wood were confirmed, the traditional "redwood" statement since the Ming and Qing Dynasties mainly refers to red rosewood, as well as precious hardwood such as red sandalwood and huanghuali. These kinds of red wood quality have always been used for court furniture, and are highly respected by the Chinese. The red wood quality used since the establishment of Huanglinyuan is mainly yellow, purple and red. Recently, we have also introduced some gold nanmu, which is the king of softwood and the court material of the past. The choice of these materials is inseparable from the high-end positioning of Huang Lin Yuan.
Therefore, regardless of whether or not to add new tree species, the “Redwood New National Standard†will not affect the management of Huanglinyuan. But for the entire industry, the impact will be very large. According to experts, some other good materials can also compete with some of the wood in the national standard of mahogany. With the reduction of precious materials such as yellow, purple and red, for the sustainable development of the industry, experts, scholars, practitioners and standards-setting bodies will consider adding new species sooner or later to solve the dilemma of materials becoming scarcer. From a development perspective, it is necessary to expand the range of tree species.
Reporter: The relevant report also said that it had considered adding new tree species, but when the final publicity was announced, the expanded tree species appendix was removed. How to understand this?
Yang Yan: I think this should be understood dialectically. The introduction of new species has its benefits, but it must be considered whether the conditions are mature. For example, the new tree species involve a lot of wood, and their price difference is too big. The introduction of too fast will bring confusion to the market. Secondly, the knowledge related to redwood is not enough in the whole society. In the case that the existing materials are still unclear and there are various misunderstandings, it may be counterproductive to increase the new tree species. More importantly, the new tree species may not be tested much after use. According to the experience of industry peers, materials such as huanghuali, red sandalwood and old red rosewood are difficult to have new substitutes. We have tried "big leaf huanghuali", "big leaf red sandalwood" and dimpled red sandalwood, baical rosewood, etc. called new rosewood, compared with traditional yellow, purple and red, in density, load bearing and There is no small gap in stability.
In short, we welcome the advent of the new national standard for mahogany, and at the same time, there should be a process of step-by-step testing and understanding of new materials for new trees.
Rationally judge the trend of the mahogany market, do not favor the "small road news"
Reporter: Consumers and some practitioners have different opinions on the current mahogany market. Some people took a wait-and-see attitude and did not dare to take it; some people continued to be optimistic about mahogany and firmly bought. What do you think about the future trend?
Yang Yan: The market of redwoods is inseparable from the big economic environment, but it will also be affected by some external factors. For example, sometimes irresponsible "small news" will have a phased impact on the market. After excluding external interference, rational analysis of the trend of the mahogany market, I have been optimistic.
Reporter: What are your main reasons for your optimism?
Yang Yan: First of all, the scarcity aspect of resources. Redwood is a precious resource, which is scarce, and it has a cultural bearing and a high artistic quality after being made into furniture. Compared with the value increase of other high-end resources in recent years, the potential is still great. Scarcity of materials The current huanghua pear has reached an extreme. In the next few years, red sandalwood and old red rosewood will also face the same situation. Due to the reduction of stocks in the country of origin, the domestic rosewood industry and high-end market demand, red rosewood In three or five years, it will catch up with the price of the original rosewood.
Secondly, there is room for investment appreciation. Now many people only see the side effects of real estate regulation. However, while real estate and stock market investment are moving, they should also see that many funds have already started to copy the bottom of the rosewood market. Good mahogany furniture as a work of art, compared with antiques, calligraphy and painting, there is still a lot of appreciation space, investment in the collection of mahogany furniture is still a good time.
Reporter: Please ask the consumer for some good advice on purchasing and investing in mahogany furniture.
Yang Yan: Buy and collect mahogany furniture, and do both material and art. From the material point of view, if you only want to satisfy the love and initial practical purpose of the mahogany, and the financial resources are not rich, then you can start with the general mahogany quality. But if you have an expectation of appreciation, you should start with some high-end materials, at least it must be old red rosewood. Of course, red sandalwood and huanghuali can preserve value.
From the artistic point of view of craftsmanship and products, it is necessary to choose mahogany furniture with excellent craftsmanship and high artistic standards. Experts often say that "three-pointed seven-point art" means that even if the materials are the same, the artistic level is different and the value will vary greatly. Good processes include fine workmanship, more hours and costs, and higher added value. The choice of art-grade mahogany furniture can really achieve the purpose of appreciation.
Taking Huanglinyuan as an example to explore the development prospects of the redwood industry
Reporter: Since the establishment of Huanglinyuan, it has quickly produced brand influence and is currently well-known among consumers. What is the most precious experience that can do this?
Yang Yan: The most important thing is the positioning of the company. From the very beginning, we insisted on the fine workmanship, positioning the products in high-end mahogany furniture, and positioning our corporate role as the flag of Beijing's court furniture. Because our production base is based in Beijing, the birthplace of Beijing-based furniture, the current high-end consumer groups are also the most concentrated, high-end materials, high-end crafts, to create art furniture, in order to adapt to high-end customers. This is a successful experience for us. At present, our stores are located in major economically developed cities across the country, and consumers are mostly high-end people, indicating that this positioning is effective.
Since its birth, Huanglinyuan has used its most stringent standards to demand itself. The materials are never doped and faked; the craftsmanship is refined, and the after-sales service is dedicated to customers. In the past few years, the company has developed steadily and has greatly expanded the market and gained recognition in the national market.
Reporter: It was learned not long ago that the sales of Huanglinyuan in the Changchun area was very good in 2011, and it won the first place in the marketing evaluation of all categories of furniture. Sales in several coastal cities in Xi'an, Chongqing and Shandong are also very good. Does this stem from the existing brand effect of Huanglinyuan?
Yang Yan: I think there should be a brand effect in it. As people say: to say that their products are good sales, to introduce products where marketing is good, everyone says that their products are called brands. Huanglinyuan can do this, and we have been able to inherit the culture of Beijing for many years, create high-quality furniture, and carry out brand building. One step at a time, the experience of steady development should be representative in the industry.
Reporter: Some experts said that the development of the mahogany industry will certainly move toward branding and intensive management. What do you think of this?
Yang Yan: Redwood is a precious resource. It must be treated with cherished attitude, making fine products and inheriting Chinese furniture culture. It is unrealistic to try to rush into the mahogany market by rushing into the market. The future trend of mahogany products must be in line with international luxury goods.
It takes several generations to work hard to create a beautiful machine. As a member of the China Arts and Crafts Association, Huanglinyuan has won national gold medals and won the “Most Value Appreciation Brand Award†at the International Luxury Exhibition in Macau. We are willing to work with you to welcome the glory of the traditional furniture industry.
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