On March 27, 2024, the 13th Guangzhou Customized Home Exhibition and Guangzhou Whole Home Customization Exhibition with the theme of "Customization lasts for years and believes in the future" was grandly opened at Guangzhou Poly World Trade Expo. This exhibition brought together 800+ home furnishing industries Upstream and downstream enterprises in the chain, 20,000+ new product displays, covering whole house customization/whole home customization, finished furniture, home soft decoration, home appliances/smart home, hardware accessories, plates, sliding doors/door panels, decorative materials, lighting, all aluminum/aluminum materials, intelligent manufacturing and other categories. There are also 40+ simultaneous forum activities that spark innovative thinking, 10+ special exhibition areas, and a final award ceremony for the Customized Home Furnishing Industry Award!

As a well-known brand in China's adhesive industry, IWG has stood firm in the industry with technology and services for nearly 30 years. It transforms technology into innovative products and system solutions, helps companies improve application skills and production efficiency with services, and continues to create better products for global customers. Stable value, optimizing the healthy and environmentally friendly experience of public home life. Sohu Home went directly to the exhibition site and had a conversation with Wu Hulin, Vice President of IWG Yongtenai and General Manager of the South China Theater, to gain an in-depth understanding of its innovative ideas and development plans for adhesive applications in the field of customized home furnishings. The following is the transcript of the interview:


[Sohu Focus Home]: Yongtenai has been in the industry for many years. Please briefly introduce some of the achievements the company has made in the field of adhesives.

Wu Hulin: IWG Yongtenai was founded in 1997, which has a history of 27 years. Currently it has four R&D centers in Huangdao, Laixi, Guangzhou and Singapore, and three manufacturing bases in Huangdao, Laixi and Chengdu. Yongtenai's Huangdao Smart Collaborative Factory, which will be successfully put into operation in 2022, is a zero-emission factory built in accordance with Sinopec standards. It is also a fully intelligent unmanned factory. It is built with digitalization and automation as the core and is committed to creating smart collaboration in the supply chain, marking a milestone. IWG Yongtenai has entered a new stage of "3.0 strategic upgrade".


[Sohu Home Furnishing Focus]: What are the core advantages of IWG Yongtenai in R&D and innovation, including technical services?

Wu Hulin: In terms of product research and development, Yongtenai faces the forward-looking needs of the market and invests a lot every year. Especially in some process transformations in the industry, we have designed many related products, subverting the traditional processing technology. Let customers' production efficiency be improved by 3-5 times through our products.

On the product application service side, the advantage is that our employees, especially the technical team, are very good at guiding product applications at the customer's production line and teaching our workers and guests how to better use the product. This is what we do A distinctive feature at the service level.

[Sohu Home Furnishing Focus]: In the face of increasingly fierce market competition, what strategies or methods has IWG adopted to continue to maintain its leading position?

Wu Hulin: The entire market, whether it is traditional furniture or customized home furnishings, has been really booming in the past two years. In such a general environment, Yongtenai has also changed from the previous branch system to a project system and a business department system. For professional customers in some professional fields, we have broken away from the so-called supplier status in the past and participated in the production front line and even their factory planning through more in-depth docking to provide services and form strategic partnerships. The companies we currently cooperate with cover the fields of customization, wooden doors, bathrooms, traditional furniture and real estate.


[Sohu Home Furnishing Focus]: Are there any new market directions in the industry that you think are worthy of attention?

Wu Hulin: No matter which field, it is difficult to develop well. So we have to think about it. The goal of our business management is to give the best things to the users. After failing to reap the dividends of the times, how far it can go will depend on the company's "internal strength", that is, its own operating level and whether it is ready to cater to the new needs of the market.

Each company has a different understanding of opportunities. For Yongtenai, it is to provide customized services and face the uncertainty of the market in cooperation with customers. Regarding the future direction of the market, firstly, the trillion-dollar old house renovation market can be regarded as a future growth point, and to get a share of the market, corporate strength must be continuously improved; secondly, Chinese companies should be encouraged to go overseas. Yongtenai has begun to expand overseas markets many years in advance, including Vietnam, Russia, Thailand, Malaysia, Singapore, Turkey, Germany, Brazil, Argentina and other countries. The next step is to expand to Dubai, Mexico, Canada and other broader international markets. layout.

[Sohu Home Furnishing Focus]: In what aspects do you think the Guangzhou Customized Exhibition is important to exhibitors and the industry? What is your biggest feeling at this year`s customization exhibition?

Wu Hulin: The Guangzhou Customization Exhibition brings together many companies. Through extensive communication and exchange of knowledge, I think at least the general direction of the future market will be clearer. The customization industry is very inclusive and includes various categories, not just wooden doors, floors or other traditional furniture. The plan is large and comprehensive, which also means that the company's business strategy options are large enough, and you can Make it bigger, make it smaller, or move towards more refinement. If we want to talk about traffic, the traffic of leading companies is undoubtedly the largest. If they cannot compete at this level, the waist or tail companies still need to be "fine", such as the current high-end customization and the renovation of some old houses. , villa renovation is a good opportunity.