Core Viewpoint - The article highlights the launch of the "818 National Environmental Day" by Mogan Mountain Home, emphasizing a marketing paradigm shift that combines emotional engagement with environmental consciousness to stimulate consumer demand and enhance the shopping experience [3][22]. Group 1: Marketing Strategy - Mogan Mountain Home's "818 National Environmental Day" is not merely a promotional event but a campaign that leverages emotional connections through the theme "Hug for Environmental Home," transforming shopping into a warm emotional experience [3][22]. - The campaign encourages intimate interactions, using the concept of a hug as a symbol to alleviate daily stress and foster emotional connections within the home environment [4][6]. Group 2: Environmental Commitment - Mogan Mountain Home has a 30-year commitment to environmental protection, rooted in a strong belief in sustainability and continuous technological innovation, establishing a solid foundation for healthy homes [7][10]. - The company has pioneered various eco-friendly technologies, including the first domestic eco-board in 2000 and the formal introduction of formaldehyde-free technology in 2009, leading to the development of the ENF-level standard for eco-friendly products [8][10]. Group 3: Product Offerings and Promotions - During the "818 National Environmental Day," Mogan Mountain Home offers significant discounts on three core product categories: boards, whole-house customization, and flooring, making eco-friendly living more accessible [15][20]. - Specific promotions include government subsidies of up to 15% on Mogan boards and special pricing for various product packages, enhancing affordability for consumers [15][18]. Group 4: Consumer Engagement - The campaign invites consumers to engage in a simple act of hugging, which symbolizes their investment in a healthier and more sustainable lifestyle, reinforcing the emotional and environmental values of the brand [22]. - Mogan Mountain Home positions itself as a leader in promoting a lifestyle that integrates environmental responsibility with emotional well-being, encouraging consumers to embrace a green lifestyle [13][22].

拥有业内知名板材品牌"莫干山"的浙江升华云峰新材股份有限公司(以下简称"云峰新材")IPO(首次公开 募股)之路再生变数。 云峰新材成立于1995年，主要产品包括人造板、木地板、科技木以及衣柜、橱柜、木门等定制家居成 品。2023年3月，上交所依法受理了云峰新材首次公开发行股票并在主板上市的申请文件，同年6月，上 交所对其进行了问询，今年4月，因公司撤回申请文件，上交所决定终止对其首次公开发行股票并在主 板上市的审核。而在此前不到1个月，云峰新材及IPO中介机构连收3份监管警示，违规情况包括未说明 商标授权模式下个别经销商和OEM(原始设备制造商，俗称代工)供应商由同一自然人控制的情况等。 值得注意的是，在云峰新材的经销商中，频繁出现前员工或主要股东近亲的身影，相关经销商实木地 板、复合地板的单价明显高出均价。此外，其毛利主要来源并非核心业务，而是商标授权。报告期内的 2021年至2023年，公司商标授权费占主业毛利比例持续增长，从44%出头增长到接近50%，2023年商标 授权费毛利金额高达3.44亿元。有业内人士认为，云峰新材暴露出的内控缺陷与信披瑕疵，不仅折射出 企业自身管理短板，更触发了监管机构对其上 ...