IWG's corporate culture, employee style, and brand quality all left a deep impression on the author. After nearly thirty years of unremitting efforts, today's IWG's influence in the industry is increasing day by day. However, the market situation is changing and turbulent. How can IWG break through the fog and reach the other side?
The answer seemed to be given in the management`s in-depth sharing speech. IWG's decisive decision-making and precise layout over the years not only come from the wisdom of the management, but also reflect its keen insight into the market.
Now it seems that everything is just right.
Eight years ago, when the PUR edge banding technology broke out on the market like the first bud in early spring, IWG's keen sense of smell captured the fragrance of hair growth.
Based on its years of accumulation and reserves, IWG's forward-looking strategic new product, the first generation of PUR edge sealing adhesive, soon came out. At that time, surrounded by international adhesive giants, Yongtenai's move could be described as taking a huge risk. In addition, at that time, few domestic customers dared or were willing to try to use this epoch-making product, so it was difficult to promote it.
But looking at it today, the decision made at that moment was just right.
Six years ago, in order to better accelerate the application of PUR edge sealing adhesive in the industry, IWG launched a series of strategies. Among them, the one that attracted the most attention to the industry was the free delivery of related adhesive equipment to customers. This move even preceded Some machinery and equipment manufacturers in the industry.
IWG's innovative move quickly received market feedback, and some forward-looking companies began to try to launch PUR edge banding equipment and PUR edge banding technology. Therefore, IWG became the first domestic enterprise to master the application data of PUR edge banding process technology.
With the continuous solution of problems and pain points in application, IWG launched the second generation PUR edge sealing adhesive 60910. Its excellent characteristics of "48 hours of no cleaning" immediately became the darling of the market. Although IWG has launched more models of PUR series products with more application scenarios, 60910 has always been a star model and will always be recorded in the history of the company.
From the forward-looking decision-making eight years ago, to supporting product development and technical services, and then occupying the market, IWG's PUR development pace has been consistent, and everything is just right.
In recent years, with the rapid development of intelligence in the customized home furnishing industry, a large number of 4.0 super factories have emerged. Industry leading companies have gradually moved toward collectivization, intelligence, and digitalization, with high-end production lines, process innovation, product customization, and materials. Industry characteristics such as iteration are also placing higher and higher demands on supply chain companies.
Five years ago, IWG started to build the Huangdao Smart Collaborative Factory, a model factory for the adhesive industry, which will serve as a symbol of the launch of IWG's new development strategy. In 2022, the Huangdao Smart Collaboration Factory was completed and put into production. At the same time, the "Supply Chain Smart Collaboration" initiated by the IWG industry was officially released, which attracted widespread attention and discussion in the industry.
No matter from the perspective of factory construction standards, monomer production capacity, technology R&D incubation, or from the aspects of intelligence and digitalization, the IWG Huangdao Smart Collaborative Factory will serve as an important layout of the adhesive port in the entire industry chain of the large home furnishing industry.
In sync with national industrial development policies and industry changes and upgrades, the decision-making and layout of IWG Huangdao Smart Collaborative Factory closely follows the pulse of the times, and everything is just right.
IWG has been working in the adhesive industry for nearly 30 years. It is due to its infinite love for the adhesive industry. From the 1990s to the present, IWG has witnessed the historical changes in China's home furnishing industry. In the field of adhesives, from the import of foreign products to the budding of domestic brands, from the blooming of a hundred flowers to the rise of domestic products, IWG has faced obstacles along the way.
However, the heart can be warm, but the head must be cold. As one of the representative brands in the industry, IWG is always clear-headed. "Excellence, expertise, diligence and humility" are the genes rooted in IWG's blood. Based on this, we are able to examine ourselves, understand the industry, recognize the situation, and make judgments.
From 2022 to 2023, after the leading companies in the industry have successively launched 4.0 high-speed production lines, the pain points of gluing have also surfaced. The existing PUR
Edge Sealing Glue cannot meet the demand for edge sealing of high-speed production lines. Without matching glue, there will be no real high speed. This is a big issue related to the upgrading of industry production capacity.
IWG is a strategic supplier to many leading companies. It has paid attention to this issue very early and made quick decisions. The innovatively developed "4.0 high-speed production line special PUR edge sealing adhesive" was launched in 2023 and quickly received strong attention. . Thanks to the strong R&D and intelligent manufacturing capabilities of Huangdao Smart Collaborative Factory, as well as the long-term in-depth cooperation with leading companies, the launch of "4.0 high-speed production line special PUR edge sealing adhesive" is just like the past generations of PUR products, it is the time to Products can always empower the present and lead changes.
Source innovation is the foundation of IWG. Research and development rooted in the actual needs of customers is IWG's innovation rule. Coupled with precise technology output, everything is just right.
Famous American management scientists Joel Ross and Michael Kami once said that a company without strategic goals is like a ship without a rudder. It can only spin in circles and wander. Han is homeless.
In 2023, IWG worked together as one, worked hard to develop, and achieved impressive results. Faced with this joy, Mr. Zhu Jinshui, the helmsman, is more considering the future development direction and strategic goals of the company. "What hinders our progress is ourselves, not the times." Zhu Jinshui said in the company's annual speech.
People cannot be complacent, and companies cannot be narcissistic. In the current harsh competitive environment, if we do not deeply understand the changes in customer needs, we will easily fall down. Therefore, we must be alert to ourselves and see ourselves clearly at all times. In this era of Qing Dynasty, we grew up in difficulties.
"I firmly believe that as long as we are firmly integrated into our customers and continue to use our own drive to create greater value for our customers, we will maximize the value of our lives. All our knowledge must produce results in your work." Zhu Jinshui said.
In "The Book of Rites: The Doctrine of the Mean", it is mentioned that "it reaches the broad yet subtle, the most brilliant yet the golden mean". It is not only the wisdom of cultivating one's life, but also provides an important methodology for starting a business. "Going to the broad" refers to strategy and goals, observing the general trend and planning for the overall situation; "doing the most subtle" refers to tactics and implementation, controlling details and being scientific and precise in specific work. At the same time, "Mencius Gongsun Chou Part 1" mentioned "seeking others in return", which warns us to be clear-headed, always reflect on our own mistakes, correct them, constantly summarize, and achieve perfection.
Striving to be ourselves is the prerequisite for us to create value for our customers.
From this point of view, the conference theme of "Extending to the broad and minimizing the small, seeking to benefit ourselves" is particularly important as the guiding spirit for the future in the current development of enterprises. It not only reflects the wisdom of managers, but also reveals that IWG continues to move forward. collective norms.
The famous marketing strategist Jack Trout once said that the fundamental point of marketing is: create a new field in which you can be "first". This is the law of leadership: being first is better than doing better. IWG always insists on creating value for customers through technological research and development and technical services, and drives development through innovation, strengthens strategic categories and consolidates its position, and continues to move towards new heights.
Not only did it surpass itself in terms of volume, but it also achieved its goals in the strategic category of PUR.
