Children'S Microscope,Educational Toy Microscope,Microscope Kids Portable,Kids Toy Microscopes Ningbo Huaguang Precision Instrument Co., Ltd. , https://www.hgopt.com
Interview with Shi You floor Yu Zuokun
In 2012, the flooring industry was going through a tough time, facing a challenging macroeconomic climate. Despite these difficulties, the sector continued to evolve and make progress, albeit with some struggles. How did companies manage to find new opportunities and stand out in such a competitive environment? In November 2012, Tencent.com Asia Pacific Home had the chance to sit down with Yu Zuokun, the Brand Director of Zhejiang Shiyou Wood Industry Co., Ltd., at their headquarters in Nanhu, Huzhou, Zhejiang.
Shiyou Floor is one of the core products of Zhejiang Shiyou Wood Industry Co., Ltd. Over the past decade, the company has developed a diversified product line that includes solid wood floors, solid wood composite floors, and laminate floors, complemented by stairs, wooden doors, and charcoal wood. With over 2,000 WorldFriends sales points and after-sales service centers across the country, the brand has built a strong presence in the market. Even during the difficult winter of 2012, WorldFriends managed to thrive and achieve remarkable results. What really set them apart and helped them succeed in such a tough period?
**Brand Culture: Delivering Technical Aesthetics to Consumers**
Facing a highly competitive market in 2012, WorldFriends Floor adopted two main strategies: cost leadership and differentiation. While many competitors focused on scale and price competition, WorldFriends took a different approach. They realized that while cost leadership could be effective in the short term, long-term success required standing out through unique value propositions.
At the core of the brand’s identity is quality. From raw materials to production processes, testing, and after-sales service, every step is carefully controlled to ensure excellence. According to Yu Zuokun, the brand not only emphasizes quality but also aims to bring beauty to consumers—though not in the traditional sense of cultural or artistic aesthetics. Instead, they focus on "technical beauty," showcasing the craftsmanship and innovation behind their products.
WorldFriends continues to prioritize quality as its foundation, aiming to maintain its leading position in the industry through continuous improvement and innovation.
**Building a Strong Brand: Making “China Good Floor†a Reality**
Many consumers refer to WorldFriends Floor as a “testable floor,†and it has earned the title of “China Good Floor.†This reputation is a testament to the brand's efforts in building trust and credibility. According to Yu Zuokun, a strong brand starts with clear positioning—whether it's about the product, the brand’s values, or the target audience.
While many in the industry haven’t fully embraced this approach, WorldFriends has been working on refining its brand strategy. As a relatively young brand, having been around for just ten years, the company has invested heavily in brand optimization and market research. The goal is to better understand and connect with its target consumers.
Brand communication is equally important. Yu believes that using a mix of traditional media, digital platforms, and public relations can help reach different audiences effectively. Whether it's distributors, suppliers, partners, or end consumers, each group requires a tailored approach to build meaningful connections.
Through these efforts, WorldFriends Floor continues to grow and establish itself as a trusted and respected name in the flooring industry.