The 16th "Asia Brand Conference," hosted by WorldBrandLab, convened in Shanghai on September 23, where the 2021 "Asia's 500 Most Influential Brands" ranking was unveiled.In this annual report, which evaluates brands based on market share, brand loyalty, and leadership in Asia, Shengxiang Group ranked 298th on the "Asia's 500 Most Influential Brands" list. This marks the fifth consecutive year Shengxiang has been included in the ranking.
As a leading brand in the industry, Mr. Sun Xiaoliang, Chief Operating Officer of Shengxiang Group, was invited to attend the "Asia Brand Summit."centering on this year's theme "How Asian Brands Can Cultivate Global Leadership." Sun systematically outlined how Shengxiang is transforming from a "green industrial chain" to "green growth" by integrating global supply chains. This approach aims to spread the beauty of Eastern wood culture worldwide, extending Eastern aesthetics across the globe, thereby progressively shaping Shengxiang's global leadership.
Mr. Sun emphasized that the core of global brand leadership lies in its worldwide influence. Over the past 26 years, Shengxiang has integrated the finest global green industrial chain resources, upholding the philosophy of "Carrying with Love" and the brand core values of "Genuine Belief, Pushing Boundaries." It has created green and healthy living spaces for over 23 million consumers, focusing on green growth.Seeking to share the beauty of Eastern wood culture with the world through tangible actions, we aim to spread Eastern aesthetics globally. Our vision is to become a world-class sustainable brand for ecological health and living spaces, progressively establishing Shengxiang's unique global brand leadership.
He emphasized that Shengxiang's global brand leadership stems from three key strengths: brand cultural advantage, organic growth advantage, and sustainable development advantage.
Continuous Forging of Brand Culture as the Foundation
A brand is not only a culture but also an intangible investment value. At Shengxiang, three core cultures have always been present: family culture, wood culture, and elephant culture. Building the consumer value of "Carrying Love, Creating a Better Life" is the interweaving and fusion of these three cultures, collectively forging the soul of the Shengxiang brand. It paints a new blueprint for "a better life" for countless families.The exceptional quality of living spaces and comprehensive design solutions offered by Shengxiang allow consumers to experience boundless love and cherished moments within limited spaces. Every spatial touchpoint in consumers' daily lives is infused with beauty and affection.
Aligned with its strategic transformation, Shengxiang conducts in-depth annual research on brand culture—a unique practice in the home furnishings industry. Much of this research transcends Shengxiang's own perspective, positioning itself to lead the entire sector. This exemplifies the vision, depth, and stature of a true industry leader.
From embracing culture to pursuing a better life, Shengxiang's understanding and interpretation of "Carrying with Love" has evolved through a process of continuous refinement and return to fundamentals. Rooted in its three core cultures—Home, Wood, and Elephant—Shengxiang explores the three fundamental relationships between people, between people and nature, and between people and society. Guided by a powerful philosophy of inclusivity and aligned with contemporary youth trends, Shengxiang has collaborated with authoritative domestic institutions to release publications including the "Shengxiang Wood Culture and Consumption Trends Report,"China Family Affinity Index Report, and the Shengxiang Affinity Living Scenarios White Paper. By tracing historical roots and societal transformations, it decodes the relationship between humanities and physical spaces.In 2021, Shengxiang collaborated with Zimeng Consulting to release the "Shengxiang: Carrying Love, Application of Beautiful Living Scenarios White Paper." This pioneering guidebook in the home furnishing sector focuses on "beautiful living spaces," presenting Shengxiang's vision for harmonious human habitation and design trends for such spaces, all rooted in consumers' aspirations for a better life.
Sun Xiaoliang emphasized that brand leadership is measured by its influence on consumers. Thus, Shengxiang maintains a grounded focus on brand-consumer relationships, forging deep connections between the Shengxiang brand and consumers' living spaces.
Organic Growth as the Path
From being the first flooring enterprise to introduce engineered wood flooring from Europe to China, to becoming the first to fully adopt the F4 Star international environmental standard, Shengxiang's enduring success and continued industry leadership stem from its commitment to responsible timber sourcing, sustainable practices, and measured resource utilization.
Shengxiang remains focused on consumers' core needs.Facing shifting consumption trends, materials alone can no longer meet evolving demands. Shengxiang conducts in-depth analysis of changing consumer behaviors, continuously upgrading its development strategy with robust theoretical support. Centering on wood, it expands from flooring to walls, doors, and holistic space design—transforming from a simple product manufacturer into a comprehensive space service provider.Vertically, Shengxiang ascends toward premium quality; horizontally, it extends along a "green industrial chain." Concurrently, it integrates six business lines—"retail, engineering, e-commerce, overseas, and whole-home solutions"—while implementing three retail models: "product-based, full-service, and platform-based." This strategy positions Shengxiang across six retail sectors—"flooring, whole-home solutions, home furnishings, spatial design, smart technology, and installation"—to comprehensively build a new, intelligent spatial vision for Shengxiang.
Sun Xiaoliang emphasized that the "long-term value" generated by Shengxiang's "endogenous growth"—driven by continuous accumulation of its inherent strengths—is the key pathway to building "global brand leadership."
Sustainable Development as the Foundation
In the increasingly environmentally conscious era of Industry 4.0, as a leading enterprise in China's home furnishing and building materials industry, Shengxiang advocates "New Care, New Ecology," promoting green consumption and sustainable living. Building a globally integrated green industrial chain represents an innovative step in Shengxiang's strategic development.The Shengxiang green industrial chain spans seven key segments: forestry resources, base materials, manufacturing plants, R&D, design, marketing, and services. This creates robust capabilities for end-to-end quality control, achieving low energy consumption in forestry and production while delivering high-quality products. Shengxiang regards its green industrial chain as the foundation of its success. Moving forward, it will remain committed to the enduring challenge of green sustainability, guiding scientific and rational development, practicing green growth, and focusing on green manufacturing and environmentally conscious production.
Moving forward, Shengxiang will steadfastly uphold its "Love in Every Step" philosophy. This ethos permeates every stage—from substrate selection and R&D design to precision manufacturing, marketing, product installation, and after-sales service—to create healthy, beautiful, warm, intelligent, and artistically inspiring green living spaces for more people. Together with consumers, we build a better life; with society, we share benefits; with the environment, we pursue harmony; and with the world, we forge a path of sustainable development.
As a leading home furnishing enterprise with over 20,000 employees, Shengxiang's recognition among Asia's Top 500 Brands stems from its relentless pursuit of truth, goodness, and beauty. Rooted in love for consumers, Shengxiang crafts high-quality products and services while advancing green industrial chain upgrades to deliver environmentally friendly offerings. Simultaneously, it synergistically integrates internal and external resources to build a commercial ethics ecosystem for a better life, enhancing its global brand leadership.