板材行业价格内卷、洗牌不断 云峰莫干山如何跳出低价竞争“红海”？

Core Viewpoint - The home and board industry is currently trapped in a "low quality, low price" vicious cycle, and leading brand Yunfeng Moganshan aims to break out of this "red ocean" by promoting high-quality development through its new product series "Unseen" [1][3]. Group 1: Brand and Product Strategy - Yunfeng Moganshan is undergoing a brand strategic transformation, shifting from "opportunistic management" to "strategic guidance," and from "channel-driven" to "product-driven" [3][8]. - The company launched three new product series: the high-end "Unseen" series, the industry's first mountain-themed color IP "Chinese Mountain Colors," and the "Plant Source Fragrance Tea Board" with natural healing properties [2][5]. - The strategic upgrade aims to construct a high-end value lifestyle system by integrating innovative technology with aesthetic values [2][5]. Group 2: Industry Context and Challenges - The board industry is entering a reshuffling phase by 2025, characterized by a shift from low-quality, low-price competition to a focus on value [7]. - The transformation is driven by changing consumer demands, moving from mere functional satisfaction to aesthetic living needs [7]. - Companies that proactively seek change and innovate will be better positioned to navigate market challenges [7]. Group 3: Zero Carbon and Sustainability Initiatives - Yunfeng Moganshan has published the industry's first "Dual Carbon" strategic action guide, aiming for carbon peak by 2028 and carbon neutrality by 2050 [11][12]. - The company has implemented a comprehensive system for zero carbon practices, covering technological innovation, smart manufacturing, and green supply chains [11][12]. - Significant investments have been made in energy-saving renovations and clean energy projects, including over 622,000 kWh of solar power generation, resulting in a reduction of over 355 tons of CO2 emissions [12][13]. Group 4: Future Directions - The company plans to continue enhancing collaboration between industry, academia, and research to advance zero carbon technology and optimize carbon management systems [14]. - The goal is to support the green upgrade of the industry and help Chinese home furnishing companies achieve their "dual carbon" objectives [14].