Da Yishu floor Liu Zhenjiang: China needs a world-recognized flooring brand

On November 15th, Daye Tree Floor held a conference on “Synchronization of the same price in the Sino-US market with the same price – Dayishu floor brand internationalization strategy”. At the meeting, Mr. Liu Zhenjiang, the general manager of Daye Tree, pointed out in his speech that China needs to also create a world-recognized international flooring brand that consumers trust. Dayishu has positioned itself as an international brand and has demanded itself with international standards. It has achieved seven consecutive years of sales success in the US market. In the future, China will promote the brand strategy of non-discriminatory treatment in China, so that Chinese families will enjoy the same products and services as the United States, and synchronize the trend of American elite home improvement.

The following is the full text of the speech by General Manager Liu Zhenjiang:

Dear leaders, distinguished guests from the United States, Australia and China, media friends, designers and distributors from all over the country, good afternoon!

Dayishu is an international flooring brand created by Liangyou Wood. I am very honored to invite you to Hangzhou to participate in the Dayishu Flooring Brand Internationalization Strategy Conference and give us support and guidance. On behalf of Mr. Shen Xiaohong, Chairman of Liangyou Wood Industry, and all my colleagues, I would like to express my heartfelt gratitude and warm welcome to all of you!

Last Friday was double eleven, Taobao sales of 120.7 billion, and overseas sales reached a new high. Go to Japan to buy toilet lids, buy bags in Europe, buy cosmetics in South Korea, and buy milk powder in Hong Kong... Chinese consumers' enthusiasm for buying and buying international brands and foreign products continues to rise.

However, China, the world's number one in floor production and sales, does not have a world-recognized brand. Strong Chinese manufacturing, can no longer rely on low-cost and small profits of foreign trade, can not always be deducted dumping hats, can not rely on low quality and low price to fight the market. China needs, and will certainly be born, the world recognized floor brand, international brand.

This is also the most profound experience and the firmest belief of Liangyou Wood in the international market for more than ten years.

In 2003, we started to manufacture and export solid wood composite flooring. In 2009, we entered the US market and quickly became the first category for export to North America. However, in November 2010, the United States launched a “double-reverse” investigation of Chinese flooring, and we were forced to respond. After four years, the US International Trade Court finally ruled in May 2014 that Liangyou won the case.

However, we have realized that we must jump out of the scope of domestic competition, jump out of the price competition, stand at the height of the international market, build our own brand, get rid of the hat of dumping, and take the road of brand creation. We registered the “ARTREE” trademark in the United States in 2011 and established a North American branch in Atlanta to promote our own brand Dayishu flooring.

Positioning determines status. To build an international brand, you must ask yourself by international standards. We not only joined the World Flooring Association, the American Flooring Association, but also promised that every floor produced by Dayishu, whether sold to the United States, Australia, or domestic sales, is in line with CARB, FLOORSCORE and GREENGUARD three international environmental certifications.

According to the survey data in 2015, the market share of Liangyou Wood and Dayetree flooring in the US solid wood composite flooring has reached 18.3%. In 2016, sales will exceed 10 million units. We can proudly say that the floor that sells better in the United States is China's great art tree.

In the past two years, in the flooring market, more and more imported brands, many unnamed European and even Southeast Asian brands have also flooded into China, which is worthy of our reflection. Consumers do not trust or look down on domestic brands. The fundamental reason is that we have failed to make them satisfied with the quality, and have failed to make the brand trust and proud of them.

This is a challenge and an opportunity. We decided to take advantage of the American market in the big art tree to accelerate the construction of the domestic market. Let consumers see that China also has a trusted, world-recognized flooring brand.

We don't make fake foreign devils who make up our lives; we refuse to export our products and return to China to make profits; we also disdain the trick of playing domestic and foreign double quality standards. Rather, it will unswervingly implement the brand internationalization strategy of “synchronizing the same price with the same model in the Chinese and American markets”. Let Chinese consumers no longer spend double the price to buy imported brands, no longer endure differentiated treatment; enjoy the same high-quality products and services in the US market; let the Chinese elite's home decoration synchronize with the United States.

From Chinese manufacturing to Chinese brands, from international trade to international brand operation, it is not only the torrent of the country under the influence of national expansion, but also the trend of the times and unstoppable. It is also the unshakable goal of Dayishu floor and the unremitting progress.

With the support of all of you here and the trust of domestic and foreign partners, Dayishu will firmly hold up the banner of China's flooring to the international brand.

Thank you again for your arrival and support, thank you!

Editor in charge: Chen Xu