Chengdu
-
Large Client Type SolutionsEngineering ProductsRetail ProductsHome Furnishings
Unveiling the secret behind Qianchuan Wooden Doors' success in both engineering and retail!
In early August 2018, the second phase of Qianchuan Wooden Door's Central China base began production. Qianchuan Wooden Door now has two production bases in Chengdu and Central China, with a large production scale. Besides retail, it also cooperates with well-known real estate developers nationwide to install doors in residential projects. So, what is the secret behind Qianchuan Wooden Door's ability to excel in both engineering projects and retail?
"This is for Country Garden, this is for Evergrande, this is for Vanke, this is for Longfor, this is for Greenland, this is for China Overseas, this is for Sunac..." Walking around the workshop with Luo Baitao, General Manager of Qianchuan Wooden Door's Central China production base, he would frequently point to parts on the production line or finished products just off the line and tell Beijing Business Daily which real estate developer each product belongs to. Luo knows these product details by heart.
Strict Quality Control in Production
As a company skilled in making refined decoration fittings, Qianchuan Wooden Door's partners are all well-known real estate brands. Some believe that cooperating with real estate developers on projects is just about socializing with relevant officials or even engaging in behind-the-scenes deals. Luo confidently and firmly told reporters: "Such big real estate developers are not foolish; personal relationships can never replace product quality."
The quality control by real estate developers over Qianchuan Wooden Door is nothing short of rigorous. Luo told reporters: "Just a few days ago, a truck arrived at the factory with several people who said they wanted to inspect the goods. After bringing them to the workshop, one of them pointed to several products just off the production line and said: 'These, load them onto the truck!'"
Later, Luo learned that this was a random inspection team from a cooperating real estate developer, which he calls the "spot check" team. No one notified the factory when they would come, nor which products they would inspect. They basically sampled directly from the production line without giving the factory any preparation time. Each cooperating real estate developer has such "spot checks" several times a month. This makes Qianchuan Wooden Door's quality control extremely strict: besides strict control when purchasing raw materials, they also randomly sample and send products to authoritative quality inspection agencies. Boards, paint, semi-finished products, and finished products are all tested. For example, the board thickness requirement is 8mm; if the test shows 7.8mm, it is considered unqualified. Luo also said, "Qianchuan Wooden Door's monthly inspection reports are thick stacks, and the inspection fees alone are substantial."
Large-scale Production Brings High Cost Performance
Since a few years ago when a project by a certain real estate developer was exposed for formaldehyde exceeding standards in Anxin flooring, "toxic flooring" has become a taboo in the refined decoration field. Many believe that products for refined decoration are low-priced and of poor quality, with suppliers cutting corners to win bids at low prices, sacrificing quality. However, Qianchuan Wooden Door has never had quality issues in cooperation with many well-known real estate developers. Luo believes that an important reason real estate developers choose Qianchuan is its high cost performance, and the secret to achieving this is large-scale production.
Walking around Qianchuan Wooden Door's Central China production base covers 3 kilometers. For Luo, walking in the factory every day is the happiest thing: smelling the scent of earth, hearing the roar of machines, watching the busy scenes inside and outside the workshop, thinking about corporate management strategies, and getting exercise — isn't that wonderful! Even better, this production base is enough for Qianchuan Wooden Door to conquer real estate developers.
The Central China production base covers 400 acres. The first phase, launched in 2013, covered 70,000 square meters, and the second phase, launched in August 2018, also reached 70,000 square meters. The production scale can reach 90,000 sets per month. With optimized production processes, the total monthly output can exceed 120,000 sets. Assuming a household needs one entrance door, two bedroom doors, one kitchen door, and one bathroom door — five doors in total — Qianchuan Wooden Door installs doors in more than 20,000 households each month. At an average of 10,000 yuan per household, that amounts to over 200 million yuan. Luo speaks of these achievements with great pride, not only because of high output and sales but also due to high quality and cost performance.
Luo told reporters: "The scale effect brings low cost, high efficiency, and high quality. To illustrate with simple data: generally, polishing the paint surface of a door costs more than ten yuan in labor, but Qianchuan only needs 3.9 yuan; producing over 30,000 painted doors a month usually requires more than 100 polishers, but Qianchuan has only over 70; many manufacturers purchase expensive equipment with 30%-40% idle rates, but Qianchuan optimizes the process structure, using just enough equipment to achieve full capacity operation. For engineering doors, bedroom doors, bathroom doors, and kitchen doors are standard, with the same styles and large-scale production, naturally saving costs." Luo said that high cost performance and high quality are the most important bottom lines in Qianchuan's cooperation with real estate developers.
Using Engineering Quality to Serve the Retail Market
In China's home furnishing industry, there is often a paradox: companies doing engineering projects find it hard to do retail; companies doing retail find engineering projects difficult. The former is limited by the personalized needs of retail, requiring measurement and installation for each household, which is too troublesome; the latter is limited by insufficient scale, and blindly expanding production makes it hard to control quality. Qianchuan Wooden Door is one of the few companies that are successful in both engineering and retail markets. By the end of July 2018, Qianchuan Wooden Door had established marketing and after-sales service networks in 268 large and medium-sized cities across 29 provinces, municipalities, and autonomous regions nationwide, with a growing trend.
For the retail market, Qianchuan Wooden Door adopts personalized service combined with engineering quality; for engineering projects, production strictly follows the styles and materials required by partners. This has honed Qianchuan's design adaptability, allowing it to adjust design plans according to market changes so consumers can choose products they like. For example, at the China Wooden Door Brand Conference held on July 7, 2018, Qianchuan Wooden Door won the Original Design Award alongside well-known brands like Oppein Wooden Door and Power Dekor Standard Door for the CP04 model in its 2018 new "Flock" series. This product resembles a book lying on a vast snowy meadow beside a primeval forest, evoking the vastness of nature and showcasing a beautiful artistic conception and natural harmony.
"I can confidently say that companies capable of handling large engineering projects will never have quality inferior to those only doing retail, and their service will be better. A complaint in retail can be resolved with compensation and appeasement, but any problem in an engineering project not only means no payment but also loss of orders and damage to the brand — it's a form of 'suicide.'" Luo told reporters with full confidence that many companies doing engineering projects have now moved beyond price wars and begun focusing on quality. The retail market enhances brand appeal through quality, service, and consumer reputation. Qianchuan Wooden Door will continue to serve customers with high cost performance in engineering projects, fully establishing its brand image in both engineering and retail fields, ready to face more intense competition in the wooden door industry.
