Nature Home, Xue Xuebin: Green Strategy, Strengthening Brand Foundation, Creating Top China

Chairman of Nature Home (China) Co., Ltd. Yan Xuebin

At the age of 19, Yan Xuebin was worth 100 Hong Kong dollars. He was only swaying in Macao. He worked hard for others in the early days, worked hard and worked hard for the cleaners, and even moved the fruit on the dock.

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At the age of 25, he went home to start a business, and in the next 25 years, he turned a "small workshop"-style furniture company into a "leading" in the Chinese flooring industry. He himself became the national standard for solid wood flooring. One of the drafters;

At the age of 48, he successfully held international capital predators such as Morgan Stanley, laying the foundation for the natural flooring to the world;

At the age of 51, he successfully listed the nature floor with China Flooring Holdings Co., Ltd. on the main board of the Hong Kong Stock Exchange, and set off a new pace for nature's second venture.

In 2012, nature set foot on the floor, cabinets, wardrobes, wooden doors and other fields, forming a multi-brand big home market strategy, and signed a strategic cooperation agreement with 11 international top wood flooring brands, determined to build a Chinese flooring consumer brand. Top fleet.

Looking back at the development track of nature flooring: from a small workshop to a national enterprise to an international brand, the hardships and setbacks, among which the abandonment and choice, only the innovators and leaders of this unique step can fully appreciate. Over the years, Yan Xuebin has been adhering to the development concept of “taking nature, returning to nature, and becoming natural”, and has closely linked enterprise development and ecological harmony, and has become a singer of green charity chorus with practical action.

The flapping of a butterfly's wings may trigger a huge energy tsunami. The cultivation and growth of a tree also controls the heartbeat and thinking of an industry. Whether it is a green strategy or an international strategy, the development model based on trees and environmental protection is always the most competitive for the flooring industry, and the natural floor is undoubtedly the best example of this assertion.

Green strategy to strengthen brand foundation

"At the beginning of the business, I also have concerns. After all, forest resources are limited. If we only cut down the wood, destroy the ecology, and not plant trees, then it will be angry with everyone." From the beginning of the business, Yan Xuebin knew that he was responsible. What, what is facing. Although nature has forestry supply bases all over the world, and its resource reserves are very rich, nature has always planned to develop in a step-by-step manner and guarantees that “planting is directly proportional to cutting down”.

As the “Nature Nature Conservation Supporter” of the World Wide Fund for Nature, Nature Home has been promoting “China Green Layout Project” for many years, and has carried out “I am planting trees for the Yellow River” and “I am planting trees for the Yangtze River” and “I A series of afforestation projects for consumers to plant trees and "I am a carbon-carbon tree". Up to now, nature has established ten ecological forests in Shanxi, Guangdong, Shandong, Hubei, Guizhou, Shanghai and other places, planting more than 600,000 trees, covering an area of ​​more than 110,000 m2; through microblogging, tree planting, network planting, etc. It has attracted nearly 500 million people to pay attention to and support environmental protection.

What is a show? What is responsibility?

Planting trees, building ecological forests, is it a show of brand marketing? Yan Xuebin said: No.

He said: "We use more wood, so we must plant trees, and we must plant more trees than we cut trees and trees. We have to do something to throw a brick and lead the way. To do this kind of activity, at least to play an exemplary role in the industry, I hope to form a style in the industry."

As the earliest company in the flooring industry to practice the concept of circular economy and green environmental protection, nature has long been committed to building a green chain of the entire business process, to achieve green production, to promote green consumption of customers, and to adhere to the green development of the brand. It has built a “green industrial chain” that covers the balanced development of the upper, middle and lower reaches of the home industry, including flooring, wooden doors and wardrobes, and has achieved a win-win situation in the entire industry chain. Nature's “green industry chain” is centered on the needs of consumers' healthy and comfortable green high-quality life experience, and runs through seven links: forestry resources, substrate production, flooring household products manufacturing, technology research and development, product design, marketing and service. .

"From the perspective of environmental protection, there are three stages of enterprise development. The first is resource-consumption-based enterprises, the second is resource-saving enterprises, and the third is resource-recycling enterprises. Our goal is to be a resource-recycling enterprise. Yan Xuebin said that doing resource recycling enterprises is not only for the people's livelihood, but also guiding consumers to choose a zero-carbon lifestyle. It is also contributing to the development of the national economy and the protection of the world's ecological environment.

It is understood that Nature's homes strictly abide by the legality of forest resources, and work with WWF, FSC, CCBA and other international organizations to create a rational, legal and sustainable development of the wood business model, and establish a responsible forest product procurement policy, choose Environmentally conscious suppliers are long-term partners.

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