北美闊葉木數(shù)字化平臺愿景

North American Hardwood Digital Platform Vision

北美硬木板材近三四個月以來的走勢，牽動著多少從業(yè)人員的心。自2018年6月開始，北美材進入了長期熊市，價格一路下行，直到2020年9、10月份才開始觸底反彈，而代價是美國木材加工企業(yè)損失了相當(dāng)于高峰期約60%的產(chǎn)能。與此相對應(yīng)的是，需求卻出現(xiàn)了小幅增長，究其原因，一方面是中國國內(nèi)疫情得到有效控制，經(jīng)濟恢復(fù)速度超預(yù)期；另一方面是國外疫情持續(xù)，對自身生產(chǎn)制造業(yè)的影響巨大，更加大對中國加工制成品進口的依賴。過去一整年，北美板材加工業(yè)產(chǎn)能有限，卻依然要應(yīng)付出口、政府經(jīng)濟紓困計劃刺激下的產(chǎn)能釋放雙重壓力，重壓之下板材價格一路高漲，且沒有放緩的趨勢。

In the past three to four months, North American hardwood market has pounded the hearts of many people in the industry. Since June 2018, North American hardwood has entered a long-term bear market, and prices have free-fallen all the way. It did not start to level out until September/October 2020. North American mills have lost about 60% of their peak production capacity thereafter. Meanwhile, there has been a slight increase in demand: on one hand, the COVID-19 in China has been effectively controlled, and the economic recovery has exceeded expectations; on the other hand, the endless pandemic in other parts of the world has a huge impact on global production and manufacturing, which leads to heavy dependence on China's exports. In the past year, the North American hardwood industry has limited production capacity, while it still has to deal with the dual pressure from export market and the eruption of domestic demand stimulated by the government's economic relief plan. Lumber prices have since been rising all the way and there is no sign of slowing down at all.

值得注意的是，眼前市場的“瘋狂”，難掩北美木材在整個中國家居和家具材料市場份額大幅減少的事實。數(shù)據(jù)顯示，中國家居市場容量自2017年到2019年持續(xù)增長了近15%，反觀北美硬木板材的主要材種，對中國的進口在兩年期間的跌幅卻高達(dá)50%！！如果我們坐視不理，任由價格“失控”地起伏和供需的持續(xù)失衡，長此以往，“材”將不“材”！

It is worth noting that the current "craziness" in the market can hardly conceal the fact North American Hardwood market share in China’s home furnishing market has been substantially reduced. Stats show the capacity of China's home furnishing market has continued to grow by nearly 15% from 2017 to 2019. In contrast, North American hardwood lumber saw a decrease in export to China as much as 50% during the two-year period! ! If we sit aside, watching prices to fluctuate out of control and seeing continuous imbalance between supply and demand, in the long run, we might lose North American hardwoods as an option!

北美硬木，作為中國硬木進口的重要組成部分，曾經(jīng)占據(jù)了非常重要的地位，其巔峰應(yīng)該占據(jù)30％以上的硬木進口市場份額。北美硬木供應(yīng)量大、可持續(xù)性強、供應(yīng)國的政治/經(jīng)濟/貨幣匯率穩(wěn)定、市場規(guī)則意識強、材料質(zhì)量標(biāo)準(zhǔn)明晰、爭端解決機制公平高效等因素共同組成了北美材供應(yīng)充足、價格質(zhì)量穩(wěn)定和利潤前景清晰的優(yōu)勢，也是過去20年美國材取得成功的關(guān)鍵因素。然而當(dāng)前的火熱行情充滿諸多不確定性，參與者倍感焦慮，這和美國材固有的優(yōu)勢是相悖的。現(xiàn)在的市場不是萬馬奔騰，就是萬馬齊喑，留給市場穩(wěn)定利潤穩(wěn)定預(yù)期的時間越來越短，這完全體現(xiàn)不出美國材各種穩(wěn)定的優(yōu)勢。

North American hardwoods, as an important part of China's hardwood imports, once had a very critical role, whose peak seized 30% of the total imported hardwood. With its sustainable and abundant supply, North American hardwoods have advantages of stable pricing and consistent quality, due to combined factors including stable political and economic environment in origin countries, strong awareness of business obligation, distinct quality standards, fair and efficient mechanism of dispute settlement. And clear profit prospect is also a key element in the success of North American hardwoods in the past 20 years. However, the current insane market is full of uncertainties, and participants are in great anxiety, which is opposite to the perception of the inherent advantages of American lumber. The current market represents wild ups and downs, while the time period between peak and bottom for stable market and profit becomes shorter and shorter. This completely fails the various advantages of American lumber.

時代在發(fā)展，技術(shù)在進步，本行業(yè)現(xiàn)有的供應(yīng)商-銷售代表-貿(mào)易商-終端用戶這個鏈條已經(jīng)和現(xiàn)在的通信技術(shù)不匹配，信息不暢，服務(wù)缺失，運行低效，從業(yè)人員的腐敗等弊端日益凸顯，只有通過行業(yè)的互聯(lián)網(wǎng)化改造才能克服。那么到底該怎么做才能讓供應(yīng)商直接了解生產(chǎn)商的真實需求和成本底線，讓生產(chǎn)商迅速了解大洋彼岸的生產(chǎn)情況、成本變化、天氣物流等生產(chǎn)條件，讓供需雙方知己知彼，不誤判，從而使市場平穩(wěn)有序的發(fā)展？

The times are evolving and technology is upgrading. The existing chain of supplier-sales rep-distributor-end user in this industry does not align with the current communication technology. Drawbacks, such as poor information flow, lack of service, inefficient operation, and potential corruption, have become increasingly prominent, and can only be overcome through transformation of the industry with internet. So what should be done to facilitate suppliers to understand the end users’ true demand and cost bottom line, and to help end users quickly understand the production across the ocean, including cost changes, weather condition, logistics etc.? Both the supply and demand can therefore know each other better and no misjudgment will happen, and eventually steady and orderly market development can be expected.

為解決這一系列難題，北美闊葉木數(shù)字化平臺橫空出世，它為扭轉(zhuǎn)北美材在國內(nèi)市場的頹勢提供了可能。作為一個高效、專業(yè)、權(quán)威的數(shù)字化平臺。每天有數(shù)以百萬的中國企業(yè)主、采購人員查看平臺、了解并認(rèn)識到北美闊葉木的價值，看到真實權(quán)威的行業(yè)信息，美國的供應(yīng)商就是一個手指點擊的距離，就可以直接獲取最新的庫存和價格，得到專業(yè)和全面的服務(wù)。隨著平臺的發(fā)展，不斷有大量新的木作工廠選擇北美闊葉木，這樣的事情一周七天，每天24小時發(fā)生著。對于北美闊葉木這將是多么大的宣傳和推廣的力度！北美闊葉木市場占有率將會在中國市場不斷壯大！而這些成就絕非每年兩次展會，一次年會就能推動得了的。

In order to solve these problems, here comes the North American hardwood digital platform, which provides the possibility to reverse the decline of North American lumber in domestic market. As an efficient, professional and authoritative digital platform, millions of Chinese business owners and buyers will check the platform each every day to understand and recognize the value of North American hardwoods and see the real-time and authoritative industry information. American suppliers are also just a click away to get the latest updates directly, including information on inventory and price, professional and comprehensive service. With the development of the platform, a large number of new woodworking factories will continue to choose North American hardwood. Imagine this happens 24 hours a day, 7 days a week, what a tremendous publicity and promotion effort this will be for North American Hardwoods, whose market share will therefore continue to grow in China! And these achievements can neither be accomplished by two exhibitions a year nor an annual convention.

平臺的核心當(dāng)然還是通過移動互聯(lián)網(wǎng)的成熟技術(shù)：1. 用手機創(chuàng)建從看貨（賣貨）、議價到下單一站式的高效解決方案，而且交易的全程保證公平、公正和公開；2. 讓平臺注冊用戶享受進口、報關(guān)、倉儲及金融等更便捷優(yōu)惠的服務(wù)；3. 通過提高效率來產(chǎn)生效益，通過利益共享來產(chǎn)生共贏。

The core of the platform is of course the mature internet technology: 1. Use mobile phones to create a single-stop solution from seeing lumber (selling), bargaining to placing order, and the entire transaction is guaranteed to be fair, just and open; 2. Let registered users of the platform enjoy more convenient and preferential services such as import, customs declaration, warehousing and finance; 3. Generate benefits by improving efficiency, and generate win-win business through sharing profit.

當(dāng)然，在這一年中我們以平臺為中心，向外輻射做了一系列卓有成效的關(guān)于北美木材的推廣：

Of course, during this past year or so, we use the platform to successfully carry out several promotion activities on North American hardwoods:

一是舉辦以使用北美材為宗旨的家具設(shè)計大獎賽，已成功舉辦了第一屆（兒童家具創(chuàng)意設(shè)計），之后將形成系列（包括XX、XX、XX）。參賽者以學(xué)生為主體，既利用了學(xué)生天馬行空的創(chuàng)意，又讓北美材的種子播種在即將進入社會的學(xué)生頭腦中。獲獎作品將無償?shù)毓蚕斫o使用北美材的木作工廠，增加他們的產(chǎn)品線，從而增加北美材的用量。

Firstly we start series of furniture design competition using North American lumber. The first (children's furniture creative design) has been successfully held, and more to follow later, including furniture for seniors… College students are major participants. We not only take advantage of their unconstrained creativity, but also plant the seeds of North American hardwood in the minds of students who are about to start their career soon. The prize-winning works will be shared free of charge to wood factories that use North American hardwoods, to increase their product lines, thereby using more.

二是創(chuàng)立闊葉木研究中心，通過各種學(xué)術(shù)交流、課題研究、信息收集發(fā)布等形式從理論上給予木作工廠更多的指導(dǎo)。幫助木作工廠解決各種選材、生產(chǎn)及工藝等各方面出現(xiàn)的問題，讓北美木材找到相對于人造板材等替代品的競爭優(yōu)勢。

Secondly we establish a hardwood research center to provide woodworking factories with more guidance, through various academic exchanges, subject study, and information collection and release. We aim at helping woodworking factories solve all kinds of problems in their lumber selection, production and technology, so that North American hardwood finds competitiveness over substitutes such as artificial boards.

三是開創(chuàng)對話供應(yīng)商欄目，通過上游供應(yīng)商與下游經(jīng)銷商的直接對話，幫助雙方了解市場供需情況、木材生產(chǎn)情況、價格走勢預(yù)期等等，一方面利于經(jīng)銷商加深對北美木材的行情了解，另一方面也利于穩(wěn)定市場情緒。

Last but not the least, we create a “Dialogue With Supplier” channel , through which both suppliers and distributors/end-users will understand market supply and demand, lumber production, price trend and etc. It will help distributors improve their in-depth understanding of the market, and therefore also help stabilize market sentiment.

這就是我們將要推出的北美闊葉木數(shù)字化平臺的美好愿景：在史無前例的市場環(huán)境下，為廣大同行提供及時資訊；借助成熟發(fā)達(dá)的電子商務(wù)技術(shù)，為廣大企業(yè)和從業(yè)人員提供一個公開、公正和公平的交易環(huán)境；打造建立以互聯(lián)網(wǎng)為基礎(chǔ)的服務(wù)體系，全面覆蓋供銷兩端，為尤其是終端生產(chǎn)企業(yè)節(jié)省成本、創(chuàng)造價值，從而獲取更大的競爭優(yōu)勢；與時俱進，利用時下日趨流行的數(shù)字化手段，為傳統(tǒng)的木材行業(yè)注入活力和新鮮血液，讓“木頭人”社區(qū)不再刻板無趣；這是一項利在長遠(yuǎn)的事業(yè)，一份功在千秋的使命，為北美闊葉木在中國的可持續(xù)發(fā)展砥礪前行！

We are launching the North American hardwood digital platform with the following vision: Provide timely information for the industry in an unprecedented market environment; use mature and developed e-commerce technology to provide enterprises and practitioners with an open, just and fair business environment; establish an internet-based service system covering both ends of supply and sales, saving costs and creating value for end-users in particular, so as to gain greater competitiveness; keep pace with the times and make use of the increasingly popular Digital methods, infusing vitality and new blood into the traditional lumber industry, so that the "Wood-Man" community is no longer stereotyped and boring; this is a long-term cause and mission that will contribute to the future. Let’s keep up the good work and stride forward!