Zhejiang Shiyou Wood Industry Co., Ltd. has become a leading name in the solid wood flooring industry, but it once faced high customer complaints due to quality issues. To address this, the company made significant investments in technological upgrades and equipment, focusing on moisture content testing for every piece of flooring. This effort ensured product stability and earned the trust of consumers. Today, the company stands as the largest drying base in China’s solid wood flooring sector.
Two years ago, Zhejiang Shiyou, already the country's largest solid wood flooring production base, recognized the importance of addressing consumer concerns about quality. After consulting with experts from Nanjing Forestry University, they learned that moisture content testing was essential for ensuring floor stability. However, the investment required was substantial: upgrading drying kilns, importing advanced German testing equipment, returning kiln boards to capital, and increasing labor by 60 people. Despite the costs, Ni Fangrong, the company's chairman, made a bold decision: "If we don’t take customers seriously, what are we competing for?" He believed that building on shaky ground would eventually lead to collapse.
In collaboration with institutions like Nanjing Forestry University and South China Agricultural University, the company established 33 automatic wood drying kilns, each with a capacity of 60 cubic meters. These kilns can dry 60,000 cubic meters annually, enough to handle 3.5 million square meters of solid wood flooring. This process ensures every piece of WorldFriends flooring is properly dried, solidifying Shiyou’s position as the industry leader in drying technology.
When the first batch of qualified flooring left the factory, Ni Fangrong personally installed some of them in his 180-square-meter office. He wanted to experience the product as a consumer and verify its quality. Though not highly educated, he strongly believed in proving his point through real results.
Two years later, the company saw great success. It received no major complaints, and Ni Fangrong proudly showed off the floor under his feet to guests. “Who can find me a problem? If you do, I’ll give you a free floor!†His bold statement shocked many, as few companies dared to make such a claim.
Indeed, the investment paid off. By implementing strict moisture content control—using advanced inspection methods instead of relying on experience—the company could tailor the water content based on regional needs. For example, floors sold in southern regions were kept between 10% and 14%, while those in the north were maintained at 7% to 11%. This ensured stability and maximum customer satisfaction.
In 2005, Zhuangsen Company, a well-known American flooring operator, discovered that only WorldFriends conducted such rigorous moisture testing among Chinese flooring companies. They partnered with the company on branding, technology, management, marketing, and raw materials. As a result, WorldFriends earned numerous awards, including "National Exemption," "China’s Top Ten Wood Floor Brands," and "Zhejiang Famous Brand." Today, the company ranks among the top in China’s wood flooring industry, excelling in both production scale and technological capabilities. In 2005, its overall economic performance was among the best in the industry.
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