Interview with Shi You floor Yu Zuokun

In 2012, the flooring industry experienced the winter of the home industry. After facing the challenges of an extremely complex macroeconomic environment, the entire industry is still making progress in twists and turns. How did they find breakthroughs and break through the gunfire? Tencent.com Asia Pacific Home Reporter had the honour to interview Yu Zuokun, brand director of WorldFriends Floor.

Interview time: November 2012

Interview location: Nanhu, Huzhou, Zhejiang

Interviewee: Yu Zuokun, Brand Director of Zhejiang Shiyou Wood Industry Co., Ltd.

Interviewer: Tencent.com Asia Pacific Home

Shiyou Floor is the core product of Zhejiang Shiyou Wood Industry Co., Ltd.. Over the past 10 years, it has formed a diversified development industry with solid wood floors, solid wood composite floors, and reinforced wood floors, supplemented by stairs, wooden doors, and charcoal wood. Pattern, at present, has more than 2,000 WorldFriends selling points and after-sales service outlets. Quality witnessed strength, strength cast brilliant. In the cold winter period of 2012, the Worldfriends Floor still bucked the trend and set numerous achievements. What really made the achievements of the World Friends' floor in the glory of gun smoke?

Brand Culture: Passing Technology Aesthetics to Consumers

In the market environment in 2012, facing many obstacles, the Worldfriends Floor has taken two major solutions. One is cost leadership and the other is differentiation. With regard to the current overall trend, it may be more likely to choose the leading route of total cost: Since everyone is doing channel scale, and is concerned about the scale of sales and price competition, the competition in this area is becoming more and more fierce. In the long run, an industry cannot have only a few brands, and there must be a certain amount of brands. On this basis, under the state of leading total cost strategy, the WorldFriends Floor further considers the idea of ​​differentiation.

WorldFriends has always positioned quality as the basic core of the brand, and then focused on quality. In addition to controlling various aspects of raw materials, process equipment, and other links, it also includes relevant elements from testing to follow-up services, and through this series of measures to build a world Friends of the "quality" concept. Yu Zuokun, brand director of WorldFriends Floor, told us that the WorldFriends Floor also enriches the quality content, which can bring some beauty to consumers, but it also differs from what we call cultural aesthetics or artistic beauty, but to consumption. The person conveyed a technical beauty. WorldFriends will continue to grasp the core position of the brand of quality, and strive to let the WorldFriends always be in the leading position in the industry in the future competition.

Make China a good floor to expand its influence

Many consumers have said that the Worldfriendship floor is a testable floor, and it is named China Good Floor. The popularity of WorldFriends flooring is visible to consumers at one end. How does the WorldFriends Floor create its own influence and shape its good reputation? Yu Yu analysis, as a brand, first of all to do accurate positioning, including your product positioning, the positioning of brand core values ​​and the positioning of target consumer groups. At present, the entire industry has not done so much in this area, and the world’s friends have just been involved. Since the founding of the World Friends, it has only been ten years. In the process of development, it is necessary to do some professional brand optimization work, and to devote more energy and expenses to the positioning of the brand and the target consumer groups in the market. First of all, we must identify the target consumer groups, and only by targeting the target can we be able to target ourselves in order to communicate effectively with consumers. Brand communication can be diversified. From the brand department, Yu always says that one is traditional media, one is new media represented by the Internet; the other is public communication, which is marketing of corporate image and marketing of entrepreneurial personal image. The resulting organic whole, such as target groups, including distributors, suppliers, partners, and end consumers, will use different methods to achieve deep communication with them on different levels.