China's use of bamboo fiber has a long history of papermaking and it has been recorded for more than 1,700 years. At that time, the tender bamboo was used to make cultural papers through lime marinades. Bamboo paper and leather paper are two categories of Chinese handmade paper. Later, papermaking technology gradually spread abroad in the Tang Dynasty, modern pulp and paper began in the 19th century, later introduced to China. The papermaking raw materials are expanded from bast fibers to grasses and then to wood.

　　China is a large agricultural country, with low forest coverage and per capita possession of a small forest area (121 in the world). Therefore, for many years, fast-growing plant fibers such as wheat straw, rice straw, and reed have been used as papermaking raw materials, even by the late 20th century. Paper products made from raw materials are the main force in the Chinese market. The use of such raw materials for the production of household paper, is mainly able to achieve easy materials, equipment requirements are not high. However, such raw material fibers are short and easily bleached, but the sewage treatment is difficult, the product quality is low, and the economic benefits are also poor. In the past many years, ordinary people have low levels of consumption, extremely underdeveloped materials, and the whole society is in an era of heavy economic development and environmental protection. Such paper-making enterprises that use wheat straw, rice straw, and reed as raw materials also have certain markets and societies. Living space. In the 21st century, China’s economy has entered a rapid development path, and people’s living standards and home environment have been unprecedentedly developed. This has brought historic market opportunities for the improvement of domestic paper manufacturing equipment, raw materials, and quality. Wood is used as raw material. The papermaking equipment and technology of domestic tissue paper have entered the Chinese market in an all-round way, especially with high yields of wood pulp, less impurities, high whiteness, and high strength of finished products; however, the production of wood that consumes huge amounts of pulp paper is not conducive to environmental protection, especially Chinese manufacturers are excessively pursuing product quality or product strength, and they are increasingly reliant on the production of high-quality tissue paper for coniferous forests with long growth cycles. The four major domestic paper brands, only foreign capital Hongye Paper owns a pulping base, domestic domestic paper companies such as Hengan Group, Vinda Paper, and Zhongshen Jieluo have no pulping base, only relying on imported pulp In the middle-to-high-end household paper, under the strong promotion of the four major domestic paper brands, the raw materials and craftsmanship level of China's household papers have been greatly improved. The product quality has really made it catch the British Premier League and has opened up a life in China. Paper luxury feast.

　　I remember one day in May 2004, as a trainee of the brand strategy management training class, I chatted with the teacher's assistant during the class. When she learned that I was from a domestic tissue paper company, she told me that the United States The handkerchief paper was much better, and I immediately found out in her bag that she had purchased Kleenex from her trip to the United States, and took out the paper towel inside to show me the products from the United States of America as an office where I had paper products from all over the world. I, naturally, are familiar with the brand that produces the world's first tissue product. I took a paper towel that she handed me and looked at it, telling her that this brand is also in China, but in China it is called “Jie Jie.” This brand is currently selling well in Beijing, Chengdu, and Shenzhen in mainland China. Maybe it was the beginning of an occupational illness. I took out my company's products, domestically produced "Shujie" and "Kleenex" and began to blindly measure the quality of this beautiful assistant. The result was a blind test of my company's products. First, this result surprised the assistant and made me proud. However, what calm brought me is another layer of thinking. Is it really that we are more advanced than Kimberly-Clark’s production raw materials, manufacturing equipment, and technical processes? Or are we more economically capable of consuming higher-quality products? Obviously it is not, that as a one-off daily paper products really need to be so extravagant. In the following years, I couldn't answer this question well. I can only tell myself over and over again that we have poor timber resources in China and only use imported wood pulp to produce high-end household paper. In recent years, with my deeper understanding of China's tissue paper companies, raw materials, and market conditions, especially the further recognition of bamboo forest resources and bamboo fiber papermaking, I believe that the value of bamboo fiber for manufacturing household paper has been seriously underestimated.

　　Ever since the rise of Hengan, Hongyeye, Vida, and Zhongshui Jierou, the 100% natural wood pulp has become synonymous with high-grade living paper, and the four brands continue to educate consumers. The concept of this product has been further strengthened, and even recently the brand has even played "100% imported wood pulp" as the selling point of the product. Although 100% raw wood pulp is a good product, it does not mean that there is no advantage for products made from other pulp types. It is a pity that some bamboo fiber tissue companies are not fully aware of the advantages of their products, but instead blindly look forward to the production of four major brands of wood fiber tissue paper, and some bamboo fiber tissue paper companies, they understand and recognize To the advantage of their own products, but did not make their own product advantages to the extreme, did not allow marketing staff, distributors, consumers understand the advantages of them, failed to convert product advantages into sales force, can not be a good use of products Characteristics, and the greatest value of knowledge lies in the application. Looking at the four major brands, because they do not have bamboo pulp resources, they will vigorously promote wood pulp products. The products produced by advocating wood pulp are first-rate and normal, and the so-called song on which hill is sang. Why do companies with control over bamboo fiber resources fail to promote bamboo fiber tissue products?

　　Distribution of bamboo pulp resources

　　China is a country with a relatively small forest area and relative lack of timber resources. However, China’s bamboo resources are very rich. China is one of the few countries in the world that produces bamboo, so bamboo is known as Second Forest." China's bamboo forest area ranks second in the world, and bamboo production ranks first in the world. In the world, there are more distributions in Asia and less in other countries and regions.

　　The status quo of bamboo pulp tissue companies

　　At present, there is not a decent brand of bamboo fiber tissue paper in China. It is understood that bamboo pulp and tissue paper manufacturers are mainly based in Sichuan and Guangxi, such as Huajin Group and Jinrong Paper in Guangxi, Yunxiang Paper and Paper in Sichuan. Long Paper, Yongfeng Pulp and Paper, Anxian Paper, etc., mostly sell sales pulp and base paper sales. The sales of finished products are minimal. Basically, they have not yet come out of the survival mode of sales of first-origin paper products and finished products, in particular Huajin Group. Companies, manufacturing equipment, and the market have invested enormously. A few years have passed and they are still in the exploratory period of the market. Some bamboo fiber household paper companies, especially post-processing factories, are not able to see the future of bamboo fiber products. Today, ultra-low-cost wood fiber base papers have shifted to the purchase of wood pulp base paper to produce finished products. Today, there is no enterprise in the bamboo pulp tissue industry that can command the world, and it is in the initial phase of the first-round flurry of dragons.

　　The advantages of bamboo pulp products

　　Wood fiber tissue paper can dominate the world, naturally have their advantages, but the advantages of bamboo fiber products are also very obvious.

　　First, health: Bamboo fiber has a natural antibacterial, antibacterial, and bactericidal effect because bamboo has a unique substance called "bamboo." Observed under the microscope, the bacteria can multiply on wood fiber, and the bacteria can not only reproduce on bamboo fiber products, but can also be reduced. The bacterial mortality rate can reach more than 75% in 24 hours, so the life of bamboo fiber production Paper products, even if exposed to air for a long time, can maintain safety and health; Second, comfort: Bamboo fiber fibers are relatively fine, observed under a 2000-fold electron microscope, the cross-section of bamboo fiber consists of multiple elliptical gaps, hollow Its breathability is 3.5 times that of cotton. It is known as the "Queen of Breathing Fibers." Therefore, household paper made of bamboo fiber has good air permeability and comfort. Third, it is environmentally friendly: Bamboo is a regenerated plant. With strong reproductive capacity, short growth cycle, and excellent material quality, its industrial and commercial values are more and more universally recognized and accepted by people. Plus, China’s timber resources are gradually decreasing, and people hope to replace them with other materials. With reduced wood, bamboo resources have been widely opened to meet the needs of socio-economic development and the people’s material and cultural life, but also for me. Rich bamboo provision of a broad utilization prospects, bamboo as raw material of various types of industrial production in China is to form a separate new industries. Therefore, the extensive use of bamboo fiber in the tissue paper industry is also a good protection measure for our country’s ecological environment. The benefits are in the future. The fourth is the scarcity: For China, bamboo forest is rich in resources and occupies 24% of the world. Therefore, there are bamboos in the world in Asia, bamboo in Asia is said in China, China and India account for 50% of the world's bamboo resources, so it is a scarce resource for other countries. Therefore, the value of bamboo resources is used to develop bamboo resources in China. The area has great economic value.

　　Of course, bamboo fiber papermaking currently has some shortcomings. Although it is a good papermaking raw material, it is better than hardwood but slightly inferior to coniferous wood; industrial concentration is not high; under the current global low price of wood pulp, bamboo Pulp has no price advantage; the last point is that, most importantly, because there are no influential brands, they are basically unable to speak in the mainstream market. The market lacks sufficient understanding of bamboo fiber tissue paper and therefore lacks bargaining power. These are the main difficulties facing bamboo fiber tissue companies today.

　　The future of bamboo pulp

　　The advantage of wood pulp fiber products is obvious, and bamboo fiber products also have many advantages. Why do you have a situation where wood pulp paper is so large? There are problems with enterprise strength, confidence issues, etc. Many are still strategic issues. I think we all know the story of Tian Ji's horse race? Tian Ji often competes with Qi Guozhong's son to set up a heavy bet. Sun Hao found out that their horsepower was similar, so he divided the horse into three categories: the upper one, the middle one, the next three, and so on. Then he said to Tian Ji: “You can only make big bets. I can let you win.” Tian Ji believed and promised him, with Qi. Wang and Zhu Gongzi bet with money. The game is about to begin. Sun Hao said: "Now use your inferior horses to deal with their superior horses, your top horses to deal with their medium horses, and your medium horses to deal with their inferior horses." In three games, Tian avoids one defeat and two wins, and eventually wins Qi Wang's daughter bet. This story tells us that the winning strategy is to focus on their own strengths and violently attack each other's disadvantages until victory.