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Dedicated to Excellence: The First National Famous Brand of Solid Wood Doors in China - Sohu Focus Interview on the 60th Anniversary of the Founding of the People's Republic of China

　　60 years since the founding of the nation, the home furnishing industry has undergone multiple major transformations, with new products, new business formats, new models, and new lifestyles... Living affects you, me, and him; living is changing China! Documenting the magnificent chapter of Chengdu's home furnishing development and the struggle of Chengdu's home furnishing people.

　　[Time]: 4:00 PM, August 19, 2009

　　[Location]: Sohu Focus Chengdu Interview Room

　　[Guest]: Luo Zhengren, Chairman of Chengdu Qianchuan Wood Industry Co., Ltd.

　　[Host]: Zhou Linglin, Reporter of Sohu Focus Chengdu Home Furnishing Network

　　(Luo Zhengren, Chairman of Chengdu Qianchuan Wood Industry Co., Ltd.)

　　[Host]: Living is changing China. Over 60 years of development, what changes have Chengdu people's home life experienced regarding wooden doors?

　　[Luo Zhengren]: In the early days of reform and opening up, wooden doors all used national unified specifications, with rough workmanship and frequent burrs. From the late 1980s to the early 1990s, people only pursued the functional use of doors, widely using plywood doors, and the painting process on the doors was poor. Starting in the early 1990s, many carpenters would conveniently make door frames during renovations, then consumers would buy unfinished doors from the market and paint them at home, usually with clear varnish. At that time, some styling appeared, but the aesthetics were still lacking. By 2000, Qianchuan first launched finished wooden doors, and the public truly came into contact with high-quality wooden doors. The door frames and door panels were all produced in factories with integrated and large-scale manufacturing. Consumers discovered that wooden doors had many styles. Gradually, finished wooden doors completely replaced previous manual work and became almost the only choice for wooden doors among the public.

　　[Host]: Along with the development of the home furnishing industry, Qianchuan Wooden Doors has experienced the process from startup to growth. What is the biggest feeling?

　　[Luo Zhengren]: Finished wooden doors started late and the beginning was very difficult. At that time, the government did not pay much attention to the wood products industry, let alone wooden doors. After 2000, the wood industry began to take shape, the market developed, consumers recognized it, and it also solved employment for workers, moving towards industrialization and gradually gaining government support. For example, significant policy changes increasingly favored enterprise development, such as forest rights reform, which greatly stimulated farmers' enthusiasm for planting forests to become wealthy. Previously, farmers were passive or simply left land idle without planting trees. Now, everyone actively plants forests, which effectively solves resource issues upstream. Currently, 80% of Qianchuan's raw materials come from plantations mainly growing in Ya'an, Ebian, and other places in Sichuan. Sichuan started early in wood products with high cost performance, but initially, its national reputation was not good, with products considered low-end and dealers earning less. However, Sichuan's wood industry developed rapidly, and Qianchuan grew stronger in the home furnishing wave. Qianchuan targets mid-to-high-end customers and has opened the national market in recent years with stable quality and reasonable prices. Currently, it has more than 180 dealers nationwide, with all products made in its Chengdu factory and then shipped across the country.

　　[Host]: It is not easy to build a successful enterprise in market competition. What differentiated advantages and valuable experiences does Qianchuan have that we can learn from?

　　[Luo Zhengren]: First is confidence. Qianchuan is the earliest company in Sichuan to launch finished wooden doors and is considered an early starter nationwide. From its founding, the company firmly believed that finished wooden doors are the development trend. Second is focus. Now integrated home furnishing is increasing, and OEM labeling is common, but Qianchuan still insists on original factory production and does not produce wooden doors for other brands. They focus on doing their own work well, and the public trusts professionalism. Finally, continuous summarization through exploration. Qianchuan was the first to launch finished wooden doors with no references ahead, relying on step-by-step exploration. The company values brand building, pursues higher product quality, and has established a stable production and technical team, cultivating many outstanding talents for the industry, known as the "Huangpu Military Academy" of wooden doors.

　　[Host]: Regarding changing Chengdu people's home life, what is the company's greatest contribution or value?

　　[Luo Zhengren]: Being the first to launch finished wooden door products, guiding wooden door consumption in Chengdu, letting consumers realize that wooden doors can be innovatively designed, bringing a brand-new lifestyle. Using factory-scale production to reduce pollution, insisting on high-quality wooden door production, setting an example for the industry, and cultivating talent.

　　[Host]: In the next 60 years, what is the company's future development direction?

　　[Luo Zhengren]: The goal is to be among the top 5 in the national solid wood door industry and strive to become one of the first Chinese brands in wooden doors. Strategically, to reshape the Sichuan life market, focus on the main battlefields of Southwest, Northwest, and Central China, build good specialty stores, and expand marketing channels. Product-wise, develop more products favored by young people. Build Qianchuan's brand nationwide and win development through product quality and customer reputation.