Silence and environmental protection double breakthrough, natural floor to build a new ecology of healthy home
In 2023, with the full liberalization of the epidemic and the gradual landing of various national policies to stabilize the economy and promote consumption, people’s work and life gradually returned to normal, and the market economy ushered in a comprehensive recovery. At the same time, life and health, health and housing constantly refreshed the public’s awareness of health. According to the relevant data of Ai Media Consulting’s "China Household Industry Big Data and Benchmark Enterprise Research Report 2020-2021", the primary consideration for consumers when purchasing household products is.
In this context, as the head enterprise of the wood flooring industry, natural flooring has made another breakthrough in the environmental protection track. On March 15th, the Consumer Rights Day, the spring 2023 new product launch conference of "Healthy Living and Enjoying Nature" was held. At the meeting, starting from the needs of consumers, nature innovatively released a new spring product-DMF eco-mute technology, which is more intimate, healthier, more comfortable and more environmentally friendly, bringing about changes in healthy life with product technology and leading a new ecology of healthy homes.
Directly hit the pain point of demand and break the status quo of wooden floor
Since its inception in 1995, focusing on customer needs is the direction of nature’s innovation and development. From material selection to production, from design to technology, in view of the pain points of wood flooring, such as non-waterproof, easy bulging and strong odor, nature flooring has successively introduced soybean glue flooring, waterproof reinforced flooring, floor heating solid wood flooring, solid wood composite flooring, etc., to meet the consumption needs of different consumer groups and different households, and the promotion of sales of multi-category flooring products proves the positive effect brought by focusing on customer needs.
Looking at the current home furnishing enterprises mainly based on wood floors, nature, which started with solid wood floors, has a head advantage in product strength. As we all know, "solid wood" has always been synonymous with environmental protection and nature. However, in the face of the pain point of "noise" caused by board splicing, most of the market uses film-covering technology to improve the stability of solid wood floors. In nature’s view, the glue necessary in the process of film-covering and sticking is contrary to the original intention of "environmental protection". Based on this, DMF eco-mute technology has been developed on the basis of keeping the nature solid wood floor always environmentally friendly, which has achieved a triple breakthrough in waterproof, mute and stability. At the same time, nature’s unique core technology of "pressing dry method+steel buckle fixing scheme" can further improve the stability and anti-deformation effect of wood flooring, bring a more stable, more economical and more efficient paving scheme to the flooring industry and consumers, and ensure that household products meet the multiple needs of consumers in an all-round way.
It is not difficult to see that nature has been able to occupy the top position in the industry for many years because it has always been based on the various needs of consumers, grasped the changing trend of the industry, and organically integrated product performance and living environment, so it has also been recognized and affirmed by countless consumers. According to the research released by Euromonitor, natural flooring has won the "National Solid Wood Flooring Sales Number One" for four consecutive years, which may also become a stable driving force to urge nature to persist in innovation and constantly break the industry.
Digital and intelligent dual-core drive, escort environmental quality
If innovation is a branch of nature’s development, then the root system of this big tree is always inseparable, that is, the word "environmental protection". With the release and implementation of the "14th Five-Year Plan" and the completion of the national "double carbon" strategy, the Green building the countryside activity has also received a positive response, which will further promote rural revitalization while allowing rural people to enjoy healthy and green building materials. On February 6th, the Outline of Building a Quality Power once again clarified the direction, pointing out that "vigorously develop green building materials, improve the product standard and certification standard system of green building materials, and advocate the selection of green building materials". It can be predicted that "green environmental protection must be the inevitable direction of the development of the home furnishing industry."
All along, Nature Home has put environmental protection and health in the first place, and carved green development into the brand genes of nature. She Xuebin, chairman of Nature Home, stressed: "No matter the development trend of the times or the support of national policies,’ green health’ has always been the core theme of the development of the times and the main track for the home industry."
Therefore, at the spring 2023 new product launch conference of "Healthy Living and Quiet Enjoying Nature", Nature upgraded its brand positioning and put forward the value proposition of "I love nature and it is healthier". At the same time, with the strong support of China Forest Products Industry Association, the White Paper on Green Home Products in Nature was released, and the new "60" health standard with the goal of "zero formaldehyde, zero odor, zero pollution and zero burden" was put forward, which portrayed the brand gene of environmental protection and health more deeply.
Six zero:
Zero-aldehyde manufacturing: zero-aldehyde intelligent manufacturing technology produces products, raw materials are added with zero aldehyde, and the production process is free of aldehyde pollution.
Zero emission: the carbon neutralization process conforms to PAS2060 international standard, and zero emission is achieved after "carbon neutralization".
Zero odor: the product is made of plant-based water-based paint, which contains no organic solvent and the paint surface has no irritating smell.
Zero addition: zero aldehyde intelligent manufacturing technology is used to produce products, using a new generation of imported MDI glue, and zero aldehyde is added to the substrate.
Zero pollution: Apply "non-reflective, self-luminous" technology to produce products and control indoor light pollution.
Zero burden: MOT peak experience service mode, no wet and dust-free operation, and zero health burden.
In fact, from product research and development to category expansion to the whole track, nature has been adhering to the bottom line of environmental protection, and has laid out nine raw material supply bases around the world. The wild logs that meet the standards in YEATION are raw materials for solid wood flooring; Meet the requirements of FSC, WWF, CCBA and other international organizations, strictly abide by the legality rules of forest resources sources, and jointly create an innovative and sustainable wood business model. At the same time, six intensive intelligent manufacturing bases are laid out in China, and the digital and intelligent dual-core drive the improvement of environmental quality to create a green and healthy home environment for users.
Practicing Corporate Responsibility and Building Green Human Settlements
Over the years, Nature Flooring has always adhered to the brand mission of "taking responsibility for environmental protection, living a healthy life and making a healthy home". While constantly growing and meeting people’s needs for a better home life, it has actively responded to national strategies, such as the "China Green Plate" project, the green cradle project, the raw material legality project, the "Double Carbon" project and the product "60" project, and devoted itself to exploring the balance between economic development and environmental protection.
With the proposal of "Green China" strategy, major enterprises are also actively carrying out green transformation, improving green manufacturing system, and helping to achieve the goal of peak carbon dioxide emissions before 2030. Green development seems to have become a new direction for the development of the home furnishing industry. Under the guidance of this policy, Nature won the Carbon Neutrality Certificate issued by China Quality Certification Center in September 2021, was selected as the "Recommended Brand of National Green building the countryside in 2022" in 2023, and was successfully selected as the national list of green building materials products and enterprise directory published by the Ministry of Industry and Information Technology, leading the industry in the field of green development.
In addition, nature has been abiding by the promise of "cutting down one tree and planting ten trees" at the beginning of the enterprise’s establishment. Since 2006, it has cooperated with china green foundation and signed a cooperation agreement totaling 20 million for two consecutive times to implement the "China Green Edition" project. Over the years, Nature Home has donated more than 15 million yuan to china green foundation. At the same time, tree planting activities are carried out every year, and 27 public ecological forests have been built at home and abroad, with more than 800,000 trees planted and an area of over 1.02 million square meters, which has continuously contributed to environmental protection in China.
In the future, it is expected that the natural floor will continue to adhere to the combination of environmental protection and innovation, continue to expand the territory of green wisdom, create a healthy and beautiful home living space for consumers, and lead the industry to a sustainable development future.