In the past, factories would manufacture products strictly according to specifications upon receiving an order, rarely asking the customer about the intended application. Consequently, while the product specifications might be correct, the customer would find them difficult to use because the finer details did not align with actual needs. A group of Chinese LVL (Laminated Veneer Lumber) factories changed this approach: upon receiving an order, they would first ask, "Where and how will this batch be used?" and then adjust production details based on actual requirements. This simple question helped them avoid significant unnecessary rework and material waste.
1. A Case of "Detail Misalignment"
A factory once received an order where the specifications, quantity, and dimensions were all correct. However, upon receiving the goods, the customer complained: "The cutting direction of the material is wrong; we needed the long-grain direction to run along the span, but you produced it with a cross-cut orientation."
The factory was frustrated: "The order only listed cross-sectional dimensions and length, not the cutting direction. We produced it using standard methods, but the customer didn't need the standard method."
Where did the problem lie? The factory had produced the goods based solely on "specifications" without asking about the "intended use."
2. Changes Driven by "Asking About Usage First"
After experiencing several similar instances of "detail misalignment," some factories began to change their practices. Before finalizing an order, sales representatives would ask a few extra questions:
- "What is the primary use for this batch? Beams? Joists? Or formwork supports?"
- "What is the construction environment? Indoor or outdoor? Is humidity high?"
- "How do workers typically make connections? Nails or bolts? Are pre-drilled holes required?"
"These questions may seem simple, but the answers directly affect production details," said a sales manager. "For a 50×100mm timber section, the strength requirements differ depending on whether it is used as a beam or a joist, and the moisture content requirements differ based on indoor versus outdoor use."
3. "Usage-Oriented" Production Adjustments
Based on the customer's answers, the factory makes corresponding adjustments during production:
- For beams: Prioritize using higher-strength veneers for the core material to ensure load-bearing capacity.
- For joists: Focus on surface flatness to facilitate subsequent facing or finishing.
- For outdoor use: Use moisture-resistant adhesives and apply waterproofing treatment to the ends.
- For indoor use: Control moisture content more precisely to prevent shrinkage or deformation after installation.
- For pre-drilled holes: Drill holes at specified locations in advance to avoid damaging the material during on-site drilling. Specific lengths required: Precise cutting based on construction modules minimizes waste from on-site trimming.
"For instance, if a client mentions the product is for bathroom partitions, we recommend a moisture-resistant version and advise them to ensure proper waterproofing during installation," a technical supervisor explained. "If the client doesn't specify the use and we produce the standard version, they might run into problems later."
4. Efficiency gains from "clarifying upfront"
Understanding the intended use beforehand brings tangible benefits to both the factory and the client:
- Reduced rework: Clarifying detailed requirements before production avoids the awkward situation where the finished product fails to satisfy the client.
- Lower communication costs: Clients don't have to repeatedly explain "this isn't what I wanted" after the fact, making communication smoother.
- Enhanced customer experience: Clients perceive the factory as knowledgeable and professional-"this factory actually asks about my specific needs."
"In the past, our communication with clients was limited to the 'big three': specifications, quantity, and price," a salesperson noted. "Now, simply asking about the intended use makes clients feel we are more attentive and dedicated."
5. The service value of "ask first, produce later"
The factory manager summarized the shift: "We used to focus on 'what specifications to produce'; now we focus on 'what problem the client is solving with these specifications.' If we can help the client figure out the best way to use the product, they aren't just buying materials-they are acquiring a solution."
He cited an example: "A client ordered a batch of square timber for scaffolding planks. Once we clarified that it was for scaffolding, we suggested adding an anti-slip surface treatment. Although this slightly increased the cost per piece, the client was delighted because it solved a real safety issue-workers slipping and falling."
"Specifications" are static, whereas "intended use" is dynamic. When Chinese LVL factories take the initiative to ask "where will this be used?" upon receiving an order, they produce more than just products that meet technical specs; they deliver solutions tailored to the client's actual needs. This "communicate first, produce later" approach represents a pragmatic step in the evolution of Chinese manufacturing from simple "contract processing" to "customization based on demand."
