How has Nanxun Wood Industry achieved its transformation and upgrade—from "selling products" to "selling brands"?

November 11, 2025 | Source: Nanxun District Convergence Media Center

Near the water, the pavilion gets the moon first; facing the sun, flowers and trees easily welcome spring. Nanxun Wood Industry naturally thrives by basking in the sunlight.

Should they join the industrial park and strive to be "trailblazers," or stick to the old model and drift along with the tide? In 2017, amid the wave of industrial cluster upgrading in Nanxun's wood industry, numerous enterprises found themselves at a critical crossroads of development.

At that time, "moving" meant forging ahead with determination, while "staying" meant taking small, steady steps. Faced with this crucial decision, many wood industry enterprises didn’t hesitate—they resolutely hit the "relocation to the industrial park" button.

The changes after moving into the park are tangible and visible: Enterprises have not only reached new heights in energy conservation, environmental protection, and fire safety—but also seen previously scattered upstream and downstream resources converge within the park, leading to a smoother supply chain. As a result, product sales have steadily increased, and companies have achieved a significant boost in output value compared to before the relocation.

Looking back today, this proactive choice to embrace change not only enabled the company to precisely align with the rhythm of industrial upgrading, but also marked a pivotal step for Nanxun’s wood industry as it transitioned from a traditional sector toward high-quality development.

Behind this lies a story of "wood" being revitalized—and even more so, a narrative of profound transformation in industry logic. At its core, the transformation and upgrade of Nanxun’s wood industry represent a fundamental shift in mindset: moving from the past model of extensive growth—relying heavily on resource competition, price wars, and sheer scale—toward a path of high-quality development centered on innovation, service excellence, and sustainability.

Henli Wood Industry’s remarkable transformation serves as the best example. This company, once solely focused on custom wooden doors, even hit a "bottleneck" during its early stages of transition.

“Times of downturn are precisely the perfect opportunity to strengthen your internal capabilities.” Business leader Xu Xiaoping firmly believes that only by going through a “rebirth” can companies truly forge their core competitive edge.

To this end, the company has pooled its resources to build the "Henry Milan" brand, launching fully customized home products for Italian-style minimalist villas and mansions, significantly boosting product added value. At the same time, it continues to refine its Italian-inspired coating process—characterized by "seeing the wood but not the漆"—leading the trend toward eco-friendly consumption. On the sales front, the company is leveraging the "CEO IP" as its core strategy, collaborating closely with distributors to establish a robust new-media marketing network that effectively drives online traffic. These innovative initiatives have positioned the company as a dark horse in Nanxun's luxury Italian custom-design sector.

Deep technological expertise is the key to breaking the deadlock. In the heat source laboratory at Berwood Industry, Zhang Chunhua, Deputy Director of the company’s Research Institute, is closely monitoring real-time data on the screen: Under extreme simulated conditions—103°C high temperature and 90% humidity—a floor-heating panel Solid wood flooring "It has been continuously tested for 72 hours, during which its seamless expansion and contraction remained stable at just 0.3 millimeters—far surpassing the industry standard of 1.5 millimeters." Zhang Chunhua said proudly, "This is the result of three years of dedicated research and development, built upon iterative improvements based on our pioneering 0.7-millimeter technology."

Today, businesses offer high-end inlays. Inlaid Flooring A single order has already reached over 1 million yuan, fully demonstrating the development philosophy of "building strength through technology."

From "selling products" to "selling brands," Nanxun Wood Industry’s bold confidence in embracing innovation is precisely the secret behind its ability to maintain a "sunrise-like" momentum despite nearly four decades of challenges. This breakthrough isn’t the result of isolated, accidental innovations—it stems deeply from addressing industry pain points through sustained, long-term dedication, and serves as a vivid testament to how traditional manufacturing can achieve a "genuine leap in quality."

From the vigorous growth of these small and medium-sized enterprises, we can see the boundless vitality of Nanxun's wood industry ecosystem—and it further strengthens our conviction that the transformation of the wood industry is not a "solo performance" by a few companies, but rather a "grand chorus" involving the entire industrial ecosystem.

We are accelerating the formation of an industrial structure characterized by "leading enterprises driving growth and tiered development," focusing squarely on both ends of the smile curve. By deeply integrating the value chain, innovation chain, and technology chain, we firmly believe that Nanxun’s wood industry will undoubtedly advance to a new height of high-quality development.

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