On December 22, many householders gathered at TATA Wooden Door Headquarters.

TATA's Thoughts: Stubborn insistence on concentration

A tall carpenter sculpture holds a drawing in his right hand and a plane in his left hand. He tilts his head and looks firmly into the distance. There are many small carpenter sculptures with the same posture standing scattered around, attracting many people to stop and take pictures.

TATA's original intention--- "Make better doors for more people"

"Only focus can bring professionalism, and only professionalism can bring value to customers. This is TATA's pursuit. TATA is 21 years old, and we hope to take the original intention and go for more than 20 years." Zong Ruiyuan said.

In 2019, the turnover of new and second-hand houses in Beijing was about 202,300 units, of which 176 units were sold for more than 50 million yuan, 1,417 units for more than 20 million yuan and more than 200,000 units for less than 20 million yuan, according to public data.

"Given the huge volume of the market, I think what we need to think about is whether Tata North can do a better job of 30,000,50,000,80,000 or more, rather than structural, ” Zong said frankly.

"TATA can't make wardrobes professionally, and can't make cupboards professionally, but the door has a say. Why can't we be stubborn? Focus firmly on the door and do it thoroughly. Like that group of sculptures, this is the attitude of everyone in TATA."

TATA's stunning:Leading the aesthetic trend of the future

TATA Wooden Door released this new product “very simple mute door” is also derived from the industry trend.

Zong Ruiyuan has repeatedly stated that with "products to beauty" as the direction of TATA wooden door thinking, TATA has conducted a lot of observation and research on the existing wooden door products in the market, and believes that "minimalism" is the future trend of this home aesthetics. "Products tend to be minimalist in design, the more they are minimalist, the more long-lasting classic and beautiful, so minimalism will be the trend of future product aesthetics."

In detail, the aluminum cladding structure uses thick aluminum alloy as the raw material, which is stable and reliable and has a better look and feel; the ordinary door corner is changed to R angle and the seam is more refined; the precision of the panel and the metal edge is controlled at 50 threads, which highlights the impeccable texture.

In the design, the handle and the door leaf are of the same quality and color, making the face more minimalist and more beautiful; the heaven and earth axis and hinge are completely hidden on the side of the door, which is recognized by the national patent, making the overall visual sense more light and simple.

Not only that, the color of the AB door leaf panel of the new TATA wooden door can be changed at will, so that the "beauty" is comprehensive and easy to create a versatile space. TATA wooden doors also specially invited the China Fashion Color Association to select the colors of new wooden doors, matching them according to different materials and spaces, so that each door is more in line with consumers' wishes.

TATA's consistent: stutter silence

For beauty, but also for performance. If every stunning beauty is the standard configuration of TATA, then silence is TATA's consistent.

In 2012, TATA wooden doors held a new product launch conference for the first time. The 45-degree bevel soft magnetic attraction technology came out and the world's third door-silent door was launched, reducing indoor noise to 38 decibels. In this regard, mute has become the label of TATA.

In 2013, TATA wooden door released a magnetic silent lock. The magnetic silent lock removes the metal collision between the bolt and the door frame stopper. It adopts the principle of magnetic attraction. When the door is closed, the automatic absorption will stop the function, and carries on the soft material mute processing to the contact point, sound insulation greatly improved. Achieve a silent secondary upgrade.

In 2017, TATA wooden doors launched the "three super quiet pieces", including exterior doors, indoor silent doors and silent wall panels, creating a whole house "silent system". To achieve three upgrades of silence, TATA wooden doors are never limited to reducing indoor noise and further focus on reducing the impact of outdoor noise on living room life.

In 2018, TATA wooden doors launched the "four generations of silent", focusing on the fourth side "bottom" except for the left, right, and top of the door. Through the design of the hardware handle, when the handle is pressed down, the silent bar is folded, which achieves micro-ventilation at the bottom of the door; when the handle is lifted, the mute bar falls and forms a squeeze with the ground, achieving four-sided sealing and an upgrade of mute.

In 2019, the fifth-generation silent process of TATA wooden doors adds sound insulation strips to the fourth-generation silent process to increase the sound transmission path, so as to reduce the noise and make the room space quieter.

This year, TATA wooden door mute was upgraded again, and "surround active adsorption mute technology" was launched.

Zong Ruiyuan said that for the mute, it is called the replacement this year, and the original is called the upgrade.

It is reported that the core point of the surround-type active absorption mute technology is the contact area. With the same three surfaces, the contact area has also increased from 826.2 square centimeters to 3376.2 square centimeters, which is four times the original, and the contact and sealing area is wider. More intimately, its intelligent adsorption function is also surprising. When we close the door at will, the door leaf and door cover will automatically adsorb. The innovation of the surround-type active absorption mute technology means that the mute performance of the wooden door leap again. The mute structure after the transformation blocks more sound propagation paths and effectively reduces noise.

In addition, the inner filling material has also been updated, and the polymer polyurethane is used as the filling material innovatively. It is reported that this polymer polyurethane is very special. It will expand by itself in its natural state and fill the entire door leaf without leaving any gaps which ensures the balance of each part of the door leaf; the structure is more stable, and will not be deformed due to temperature, size and other issues; it has a certain degree of water resistance and corrosion resistance. Aircraft interior seats, Mercedes-Benz, BMW and other automotive decorative seats are all selected this material. More importantly, polymer polyurethane itself has excellent sound insulation and sound absorption properties.

"I hope we have a firm belief in making the wooden door deep enough. Slowly change across the market and then talk about it in five, eight or even ten years." Zong Ruiyuan said.