In his book "Management and Marketing of Chaos Times", Philippe Kotler, marketing master, listed environmental issues as one of the seven determinants of the chaos era. He pointed out that people are calling on citizens and enterprises to be more responsible when consuming and investing, consciously protecting the environment and conserving resources. The scope of the "green movement" is becoming wider and wider, the influence is getting bigger and bigger, and environmental problems are not handled well. Will increase the risk of the enterprise. Whether it is the problem of excessive formaldehyde exposure in the domestic market, or the strict green standards of the export market in Europe and America, for Chinese furniture companies, green marketing should not be just a propaganda slogan, but also a strategic choice. Guarantee green products through technological innovation In February 2011, the well-known domestic flooring brand Anxin Floor was caught in a huge public relations crisis due to suspected formaldehyde exceeding the standard. Although the results of the final test showed that there were only a small number of products in Anxin Floor, there was a problem of excessive formaldehyde, but Anxin’s floor Corporate reputation and sales have been hit hard. Public opinion is not accidental about Anxin's floor. According to media reports, in recent years, the quality inspection data of furniture products issued by the General Administration of Quality Supervision, Inspection and Quarantine and the local quality supervision departments indicate that the quality qualification rate of furniture products has been hovering around 70% for a long time. The unqualified items of furniture quality mainly focused on the excessive release of formaldehyde. Furniture, building materials and other products are closely related to people's daily life. If formaldehyde exceeds the standard of furniture products, it will directly harm consumers' health. Therefore, its quality and safety have always been concerned about food safety. Consumers have almost zero tolerance. Due to process and technical limitations, formaldehyde is widely used in the production of furniture, such as adhesives, paints, etc., although it can be eliminated to the maximum extent by technical means, but due to the mixedness of furniture companies, the industry concentration is not high, the problem of furniture formaldehyde exceeding the standard Quite common, this largely affects consumer trust in furniture companies. In recent years, there have been non-formaldehyde binders, water-based paints and other chemical raw materials on the market, and some companies have introduced formaldehyde-free furniture and building materials. Although the industry has doubts about whether it can truly be formaldehyde-free, I believe that through technology. Innovation to improve materials and processes to eliminate formaldehyde is entirely possible, and the efforts of related companies should be supported and affirmed. As a company, it may be necessary to ensure that the propaganda is consistent with the actual situation. If it is only the "green" and "environmental protection" as the propaganda gimmick, it will soon be abandoned by the market. In terms of technological innovation, DuPont's case is worth learning from furniture companies. DuPont has been notorious for its long-term pollution of the environment. Although the company changed the life of human beings due to the invention and application of many petrochemical fibers such as nylon and Teflon, it also became the killer of the ozone layer by the listed CFCs. However, DuPont is now a major facilitator of the US Climate Action Partners, and DuPont has also introduced several products that reverse environmental damage. Through technological innovation, DuPont has transformed its enterprise from a notorious name into a star enterprise committed to environmental protection. It is undoubtedly a model for successful green marketing through technological innovation. Reduce dependence on natural resources through design and alternative materials Due to historical and cultural reasons, Chinese people have always favored solid wood furniture, and regard solid wood as a representative of quality. However, from the perspective of sustainable development and green marketing, furniture should reduce its dependence on natural resources. In fact, although there are many products that claim solid wood furniture in the market, there are not many real solid wood products. Some people in the industry told me that the solid wood furniture on the market is mixed, and the real solid wood is less than 70%. With the degradation of forests, solid wood resources will become increasingly scarce, reducing dependence on natural resources, and seeking more environmentally friendly alternative materials is the general trend. 200mm (8 Inch) Flat Cut-off Disc B&H TOOLS CO., LTD. , https://www.bandhtools.com