Ye Guangzhu optimistic about the overall development of solid wood home improvement

Since its establishment in Hong Kong in 1953, Dongweili has consistently been a pioneer in the solid wood products industry. With over half a century of experience, the company has infused its products with inspiration drawn from everyday life, endowing them with deeper meaning and a sense of soul. This is something we remain committed to doing in 2023," stated Ye Guangzhu, General Manager of Marketing at Dongguan Hongli Wood Products Factory Co., Ltd. Founded in Hong Kong in 1953, Dongweili initially focused on producing various patterned wood products, primarily for export. In 1993, the company set up a large-scale production base in Dongguan, widely regarded as the "world's factory." In 2001, Dongweili opened its first wooden door store, the Dongweili Wooden Door World. By 2009, the company had introduced the concept of custom solid wood furniture and ventured into the comprehensive home renovation sector. In 2013, Dongweili celebrated its 60th anniversary. The company has received numerous accolades, such as being named among China's leading wooden door enterprises, one of the top 30 wooden door brands, and the most devalued solid wood door brand among Chinese dealers. Today, Dongweili operates over 200 stores both domestically and internationally. Despite a sluggish market in the first half of this year compared to 2008, the lingering impact of the financial crisis and the ongoing European debt crisis have created additional challenges. Coupled with a weak U.S. economy, the overall market has remained challenging. However, Manager Ye Guangzhu noted, "Even though the market conditions were tough, our share of the wooden door market decreased, but our performance still grew by 10% year-over-year. Starting from the second half of the year, the market improved, and our performance rose by 25% year-over-year." He added, "Apart from maintaining high-quality solid wood products, we also have a professional interior design team from Hong Kong. Combined with the continuous enhancement of our global store image, the integration of our production facilities ensures our market position remains stable." Promotional activities have played a significant role in capturing market share. Consumers tend to stick with familiar brands during promotional events to avoid higher expenses. Ye Guangzhu mentioned, "This year, we've initiated several promotions to manage our production capacity and secure market share. During the Mid-Autumn Festival and National Day holidays, we didn't have overly aggressive sales tactics, yet we managed to sell over 3,000 doors, which we consider quite successful." Home improvement design services have further boosted sales performance. In August 2012, Dongweili launched its Home Renovation Month campaign, resulting in 14 home renovation orders, including one purchase worth over $5 million. Ye Guangzhu explained that Dongweili’s in-house design team assists dealers in handling complex renovation projects, working closely with clients to discuss house functionality and style, creating comprehensive plans, evaluating entire home renovation projects, and providing full-service solid wood design solutions. Looking ahead to 2013, the trend toward comprehensive home renovation is expected to grow stronger. "Integrated home renovation" continues to gain popularity and maturity, evolving beyond just offering individual products into a sophisticated design-oriented field. Ye Guangzhu emphasized, "We have infused many innovative elements into this burgeoning industry, enriching its depth and allowing consumers to connect with it more meaningfully."