Dear president, members of the leadership of the meeting:

　　It is a great honor to be invited to attend the annual meeting of the province's Furniture Association. In October the Province House Association Committee just held in the cupboard wardrobe of our home, today came to the Provincial Association annual meeting site, mainly to attend the annual meeting colleagues learn from experience, the direction of development of communication industry, power industry boom rise. The development of wood products industry opinion I share with colleagues, inappropriate. My speech is divided into three parts, the first part, you study at home and abroad and the development trend of the furniture industry; the second part introduces the status of the company in the industry chain to you; the third part of the development of the industry:

The first part: the development trend of the domestic and international furniture industry

　　Throughout the past few years, the overall home industry is in a period of deepening adjustment: business transformation significantly accelerated, accelerate the development cycle of new products, from the overall perspective, there are several aspects of the furniture industry trends: 

　　One is the integration of furniture and decoration. Consumers now, the furniture industry sales promotion in the market at the same time, more consumers not only pay attention to furniture products, pay more attention to collocation furniture and space design, increasing emphasis on environmental protection, design and customer service service, allow enterprises to provide more scientific and detailed decoration scheme, as they are more consumers, he directly subscribe to the hardbound room and do not want to spend more energy and effort to find third party purchase of furniture and decoration etc.. Therefore, many furniture companies have to adjust business strategy, furniture sales and home integration business, while providing furniture products, supporting the design beauty of the corresponding assembly and other supporting services, which brings great challenge to the development of the furniture industry, has a professional staff, including the design, installation and other personnel in place, a with the series of work came into being. 

　　Two home appliances and other cross-border operations. Today, many well-known furniture companies to change the positioning. Home Furnishing insiders careful you can perceive many furniture companies into Home Furnishing enterprises, "Home Furnishing" and "furniture" is one word, but for the brand, but the change of position. The original furniture enterprise mainly is the sale of original furniture, and renamed as "Home Furnishing positioning extension, decoration, building materials, furniture and other involved in the field. Enterprises to change their own development and positioning, on the one hand, the original positioning has been unable to meet market demand. In the furniture industry is becoming increasingly mature today, the furniture business has become the norm: the construction of the sale of the decoration, decoration, furniture, furniture, furniture and build stores...... The Home Furnishing circle has become a "one pot". In this case, many of the original positioning of the brand needs to adapt to market trends to adjust, to "furniture" for the "home" or become the trend of the future. 

　　Three is the custom furniture will be popular. Personalized customization is a combination of the so-called N standard elements in other words, is the high-end products, the demand for personalized, cultural value is fully integrated, tailored to customers for products, which requires the sales staff understand the personalized needs of customers, selection of professional designers and installers, or real estate developers directly for customers to achieve customer satisfaction until placement. The current custom is mainly integrated home, is also called the big home concept. Furniture manufacturers in addition to providing conventional products, but also to the custom cabinets, cloakroom, storage cabinet accessories and software installed direction of extension, and building materials business seems to prefer the concept of full house custom, not only provide traditional doors, cabinets, wardrobes, stairs, floors, more deeply into the idea of furniture, this is especially in wood custom manufacturers has been embodied. Custom is very good to meet the difference between the use of space and users of the furniture of the difference between the user's personality, but also because of a more suitable and is becoming a kind of noble symbol. Custom furniture is an important feature of the price sensitivity and design focus. Transformation of ordinary enterprises to customize the business or to increase the customization project, the need to enhance the customization of the professional team (including production, design, scale, consulting, etc.) and strengthen the professional team awareness. 

　　Four is a strong layout of the layout of the electricity supplier furniture manufacturers. If a few years ago for "furniture electricity supplier" is still in the "talk less and do more" stage, so this year is "hungry", with the "Internet plus" era, for the furniture industry to provide development opportunities at the same time, also put forward the requirements Home Furnishing products is a special commodity, in the distribution there are specific characteristics and installation industry. Compared with the traditional stores, Home Furnishing electricity supplier of products in the distribution and logistics needs effective docking, local dealers also need to cooperate to complete the installation, the electricity supplier can not be sold only not to sell products, service businesses, online and offline services need to do a comprehensive and solid fusion. In addition through the Internet, as the production and processing factories, to the use of information technology, to achieve interoperability, make sales, design and installation, customer resource sharing, timely communication, better to provide consumers with convenient and efficient service, so as to continuously improve the market share. 

　　Five is environmentally friendly and beautiful furniture to become mainstream. Health and environmental protection has been the mainstream consumers in the pursuit of Home Furnishing life, consumers always on environmental protection coefficient is high, safe and healthy appearance of the furniture is practical as a favor, furniture enterprises need in the production process, pay more attention to technology and improve product quality, to lay a good price at the same time, completes the formulation and technology optimization. To provide a more reliable and practical furniture safety and environmental protection for consumers. 

　　The above five aspects of the trend, put forward great challenge for the furniture industry, to meet consumer personalization and functional diversification of demand, adapt to the development trend of high standard Home Furnishing industry, forcing the refinement of social division of labor, fine chemical factory stores, installation, design and other aspects of the responsibility, which requires enterprises from "big change extensive management" to "professional operation of small and fine", to each one of the functions in place, to every detail and realistically do fine, so as to adapt to the development trend of the industry and the diverse needs of customers. 

The second part: the status of Honsoar in industry chain 

　　As the cabinet materials industry chain production enterprises -- the new Mstar Technology Ltd Honsoar, development in the furniture industry, the main location is the factory's role, to provide professional support for the ultimate service terminal furniture manufacturers. Honsoar plastic character, always will be made in the first place, from each link, each production process to product inspection and packaging line of the whole process are in strict accordance with international standards, from every product out to Honsoar, a good interpretation of sales, design, installation, customer needs and ideas sake, every step is the ultimate customer sales, to provide comprehensive services for customers, more to create value for customers and moved, has become the largest enterprises in Shandong Province, the largest production of molded plastic door Chinese veneer production enterprises, Chinese cabinet materials industry chain production enterprises. Under the jurisdiction of Shandong decoration materials company, Shandong cabinet materials company, Shouguang wood company, Shuyang decoration materials company, Heze company, Beijing man-made board decorative materials company, import and export companies, logistics companies, eight subsidiaries, and the hotel industry group diversified. In Shandong Shuyang, Shandong Jiangsu Shouguang, Heze, Hubei Xianning, Shandong Zibo, Beijing has six production bases, more than 1000 employees, products are decorative paper, wood-based panel, cabinet materials three series, the annual sales income of 600 million yuan, of which exports $about 60000000. The company has won the top 100, the high growth of small and medium-sized foreign trade enterprises in Shandong province forestry enterprises in Shandong Province, Shandong Province, the best employer enterprise model worker, Weifang venture demonstration enterprises, harmonious enterprise, Shou contract re credit enterprises, the quality trustworthy enterprise, enterprise technology center and the honorary title of more than 90.

　　Printing production line 4 "Shaanxi beiren" high speed printing production line, more than 400 sets of decorative paper roll, printing process computer automatic control, using high quality high base paper and imported ink, decorative paper with an annual output of more than 12 thousand tons; the company has 15 automatic production line of the melamine impregnated tape, can produce different specifications of the leaching characteristics of the tape. The product has low formaldehyde is lower than the national A-level environmental protection standard leaching adhesive tape; antistatic conductive paper; low cost 45g printing paper, high light dip tape, with an annual output of more than 7000 pieces of melamine impregnated paper.

　　Particleboard production line adopts three grade mechanical Layered Pavement, 8*48 feet wide single surface hot press, a surface sanding machine, an annual output of 80 thousand cubic meters E0, E1 grade environment-friendly particleboard products through CARB certification. 10 plywood production lines, the use of advanced technology, an annual output of 100 thousand cubic meters of plywood, the development of various types of plywood, composite panels, building templates. 11 full automatic double faced press production line, the production process of computerized numerical control automatic control, with an annual output of 600 pieces of various types of stickers, the successful development of 1mm super thin high gloss. 4 to strengthen environmental protection paint free door production line, annual production capacity of 600 thousand pieces of melamine molded door, Mentao line 400 thousand meters.

　　Cabinet material production by Italy Gabbiani cut plate center, Morbidelli drilling center, SCM machining center, Germany Homag sealing machine and other heavy manufacturing equipment and Singapore Llcnar vacuum system; supporting the establishment of large-scale advanced clean spray paint room and full automatic UV paint production line, with the only domestic, plate largest and highest production capacity, 3D molded plastic effect the best German Connor temperature automatic molding plastic door production line, automatic spraying, automatic drying, automatic turning, daily output of up to 3000 square meters, is 10 times that of domestic equipment, the largest processing size is 4.8 meters. With an annual output of 1 million 200 thousand square meters of molded plastic door, paint door of 20 thousand square meters, 2 million square meters, UV board cabinet edge PVC 1 million square meters and 50 million meters. The production of high light, matte molded plastic door, wood door leading industry model piano paint series.

　　The company has built a school of technology R & D center and business enterprise, is committed to new product development and promotion of new technologies, and strive to build the industry elite and well-known brands, has developed more than 2000 kinds of color paper at present, door 4000 balance, and has 24 national patents. All products have passed the ISO9001:2008 quality management system certification, occupation health and safety system certification, quality certification, credit evaluation system of forest FSC and CARB certification, including the establishment of warehousing, customs clearance, transportation and a series of complete logistics service system, our products are sold in 16 provinces and cities and exported to 71 countries and regions. The company is committed to become the world's cabinet enterprise best partner, willing to provide professional services for domestic and foreign well-known enterprises cabinets.

The third part: the suggestions on the development of the industry

　　In view of the industry development trends and the status of the company in the industry chain, I put forward some suggestions to accelerate the development of the industry, please Tongren.

　　(one) to accelerate the development of the industry, we must pay attention to research and development. The development trend of Home Furnishing industry told us that traditional products will be eliminated, must develop marketable new varieties and customer requirements, in the pursuit of high-quality products at the same time, more development of clean energy, new materials, health and environmental protection three areas, the implementation of high-tech industrial projects, promote the professional production and social cooperation efforts to expand the product, both ends, foster the formation of a number of competitive advantage, industry and industry characteristics of the industrial projects, special attention should be paid to the development of the market blank products, extend the industrial chain. At the same time, pay attention to the content of product knowledge innovation, according to the market trend of active research and development of new type, including research, supply management and design, enhance the technical content and innovative elements of wood products, improve market share. Honsoar has been committed to providing a wonderful wedding dress for cabinet enterprises, accelerating the construction of innovation system combination, promote the industrialization of research achievements, and constantly introduce the well-known colleges and universities or research institutes and companies to set up R & D institutions, build the surrounding wood enterprise science and technology incubator, establishing demonstration base, new technology research and development of new products to expand the base, enhance the development of power industry as a whole, relying on a strong R & D strength, our company is willing to work for the development of Shandong furniture industry and the enterprise occupies a space for one person in the cupboard Gong wood industry with all the energy, strengthen cooperation and sincere with the large and medium-sized furniture terminal manufacturing enterprises, manufacturing enterprises to help our downstream production enterprises to create image Optima, Sophia and other high-end brands.

　　(two) to accelerate the development of the industry, we must strengthen the integration of resources. The furniture industry to achieve great development, meet the deeper needs of customers, the information resource must be all aspects of design, production, sales, installation, customer together to fully integrate the use of the article, and actively build the effective utilization of the resources and revitalize the resource platform. At the same time through the national "Internet plus" step by step, accelerate the furniture industry design, production, installation, sales and service supporting the integration of customized services, improve customer satisfaction and brand loyalty. Also do a good job in three aspects of the integration of the use of. First, brand cooperation. On the one hand, we will strengthen exchanges with other countries to enter the country, wood products production and marketing enterprises of our wood products recognition and support, to establish a joint venture with them jointly engaged in wood products in the local sales. Or in the form of brand equity share capital cooperation; on the other hand to continue to strengthen cooperation with the domestic well-known brand cabinets manufacturers cooperation, relying on technology and imported high-end heavy equipment, strong R & D strength, advanced, establish a strong brand and channels of cooperation, realize win-win cooperation. Two is dislocation development. Relying on the wood products industry cluster, absorbing the advanced experience and mode of development, make full use of the relevant government supporting policies in the development of logistics, business and economy, solve the enterprise Lingdan business, the high cost of logistics problems, help enterprises to expand online marketing share, the building cooperation e-commerce platform. In addition, on the basis of the Canton Fair, and actively participate in the exhibition industry and foreign exhibition, make good use of the government, enterprises, departments in charge of Branch Bureau, industry associations enterprises hold together at home and abroad to participate in wood products exhibition, guide enterprises to the development of high-tech enterprises. Three is joint operations. Make full use of communication and cooperation of government, society, optimization and integration of enterprise resources, with the famous brand as the junction, gather industry elements, build brands flagship, build new advantages of cluster. Accelerate marketing integration, and fully exploit the market development ability of the enterprise's marketing network, shorten the time for small and medium enterprises to open up market, expand market share as soon as possible. To speed up the industrial internal integration of upstream and downstream enterprises, guide the product strong correlation to establish strategic partnership, to stabilize the supply and demand of products to establish profit mechanism, enhance their ability to resist market risk.

　　(three) to accelerate the development of the industry, we must strengthen quality control. In our current market situation, the fierce competition is on the one hand, but more is the quality of our products is no guarantee of product quality problems, often because no prior control or process regulation is not in place, not fine result, this needs from product development, process design to procurement of raw materials, from the first process to product line, from packing to transportation, each link must make detailed and controlled management standard. Quality control prior to the control of the focus on product development and standard setting. Once the technology and standard errors will bring great trouble to the quality management, mainly from raw materials into the factory to product line control, quality supervision in accordance with the technical standard, strict inspection, timely feedback, timely rectification. Quality is made out of the test. Inspection is generally sampling, not every product can be detected; the product is made by one of the first line staff, they are not only for each product production, but also to determine. To improve the quality target or achieve the goal of 100% is to reduce the cost. And take all measures to prevent the occurrence of adverse, just as the immune and other preventive treatment of disease, to prevent the production does not meet the requirements and pay too much price problem. Honsoar do and want to do is to provide maximum professional ultimate cupboards business services, improve the system of the implementation of the work products and services, to consider possible problems and prevention and control, and there is no room for bargaining and discount. 

　　(four) to accelerate the development of the industry, we must pay attention to brand building. A good brand can bring the whole industry chain, shape the product brand, the focus is to improve product quality, enhance product premium capacity and highlight the cultural value. To do the brand is mainly to stimulate the market demand, enhance market competitiveness. From the point of view of consumer psychology, to do the brand is to strengthen the consumer in the purchase, the use of brand goods belonging to the sense of belonging. Simply to say that the brand is a symbol, the enterprise must give the symbol to the connotation, to achieve the psychological satisfaction of consumers and the actual demand. So brand success or not depends on whether the value offered by the brand can meet the needs of consumer personality. In this sense, the brand, carrying the value of the product itself is always beyond the performance of their own. Brand wisdom made, need to grasp the three points: first, improve product quality. Brand value promotion must have a clear concept of the target customer base, the establishment of the concept of only a part of the service. The product is not Honsoar sold to all the people, but the province's furniture manufacturing enterprises in or around the terminal. Honsoar always deep requirements of meditation research target customers, and according to the practical needs of target customers and potential demand, determine the differentiation features of enterprise products, familiar with product attributes to create brand, let the product speak, to establish a brand image out of the ordinary, the formation of distinctive brand positioning. Then, according to the different needs of the target customer groups, increase product quality, from raw material inspection, equipment innovation, process improvement, operators business skills and meticulous management to enhance and optimize its technology development advantages and resources utilization conditions, constantly updated and new and better product line to enhance the technological content of products, innovative elements and high added value, market integration of other similar products absorption characteristics, continue to go beyond the common products, to create excellent products. Two is to highlight the personality grade. As a brand marketing, service is an indispensable important link. Therefore, we must pay attention to product services, as far as possible to provide the best service. Honsoar has been committed to the deep mining and extension service. First of all, the product experience specialization. Highlight the "professional, effective, fashion, satisfaction, new product design, to achieve" fashion, personalized, high-end fashion personality ", fully consider the needs of customers, the construction of good shape and design of terminal experience store, to target consumers multi angle wonderful experience. At the same time, through the experience store to inject more brand elements, the formation of a unified standard and distinctive logo, subtle impact on consumers. When the brand has a distinct personality, it is easy to target customers impressed, forming preference among some people, become their first choice, this brand equity premium began to emerge. The real brand is a premium brand is not, because there is no connotation of the brand can not earn money to the brand, also may use the same cost more money than others, not to mention the formation of brand loyalty. Three is to highlight the value of the product. The foundation of brand building is quality. Many people understand the good product is good quality, and for the quality of the understanding of the main quality. In fact, it is not only the quality of quality, including product positioning, concept, name, brand, selling point, visual performance, emotional expression and terminal display, shaping the core values of the brand is not dig hollow thought out a beautiful sentences to impress consumers, but to allow consumers to use all forms of communication, form a feeling. We like the cabinet materials and furniture, the core value of brand from the perspective of the use value of the product, from the aspects of production process, humanized design, practical, durable, easy care, easy cleaning, to meet different consumers. In addition to enhance the product's cultural personality and emotional value of the brand, so that consumers have a good association, due to the preference of the products, but also is the product positioning, quality, connotation, performance should be able to support and reflect customer emotion, reflect the customer's attitude to life and living ideas, value pursuit to people, consumers is willing to pay high prices for this brand.

　　The development of the wood industry has a long way to go. In the current situation and development trend, accelerate the development of the industry, we must firmly grasp the trend of the market trend and development, a profound analysis of the status of development of the industry, the effective integration of various resources, an occasion to force, brand made, diversified business, combined with the road, so, in order to highlight the effect of wood products industry cluster, Shandong furniture industry development will be the scenery infinite. 

　　Above is my understanding of the development of the wood products industry, improper points, please correct me. We will also be new Honsoar Mstar Technology Ltd in this meeting as an opportunity to absorb advanced experience at the same time, take full advantage of its strong research and development, production and processing capacity, improve the industrial chain and other favorable conditions, Shandong furniture industry rising, foster a number of well-known brand enterprises, strengthen the promotion of the province's furniture industry to provide Everfount power the leading position in the country, but also strong among the national industry to provide a solid guarantee for the province's furniture manufacturing enterprise terminal. Let us join hands and work together to achieve win-win cooperation and create a better future.

Thank you all!