[Exclusive Interview] Liu Qing, General Manager of Heyou Board Materials: Deeply Cultivating Service Amidst Intense Competition, Creating Value Through Exceptional Support

2025-11-04 Source: China Wood Industry Network News Department Views: 6017

In a time when Haidilao and Pang Donglai have become benchmark models, "service" is no longer an afterthought—it has evolved into a core competitive advantage that can be compared, measured, and used to stand out from the competition.

In recent years, as the board industry has been trapped in the "involution" dilemma—deeply mired in price wars and facing ever-shrinking profit margins—Heyou Board, led by General Manager Liu Qing, has successfully completed a strategic transformation from a traditional distributor to a core service provider. By delivering unique value to customers through its services, Heyou has not only identified a breakthrough for growth but also forged a distinctive path toward high-quality, differentiated development.

Deeply cultivating services: Steadfastly prioritizing customer needs

“Many people confuse the concepts of service provider and distributor. From a business perspective, Heyou板材 is a service provider—after all, it’s service that creates value. Our core focus is no longer on earning price differences; this is the fundamental distinction.” As an industry “veteran” with over 20 years of experience, Liu Qing pinpointed the essential difference between the two with remarkable clarity.

In his view, the survival logic of traditional distributors is confined to the "buy low, sell high" distribution process, with their focus squarely on product profit margins. However, Heyou Board has already moved beyond the mere "selling mindset," adopting the role of a "service provider" that centers on customer needs and builds a meticulously managed product supply chain.

HeYou板材荣获2025年中国板材金匠榜“杰出服务商”称号

“All our work is aimed at meeting our customers’ needs. We can help clients select the most suitable board products based on their positioning and requirements, address the marketing challenges they face, and even provide expert advice and insights to empower them in staying ahead of market trends,” said Liu Qing with full confidence when discussing Heyou Board’s service advantages.

This confidence doesn’t arise out of thin air—it stems from years of accumulated expertise and represents the solid foundation of strength that naturally emerges when you’ve prepared thoroughly.

Since its establishment in 2012, Heyou Board has been deeply rooted and steadily advancing in the engineered wood panel industry. By forming strong partnerships with leading manufacturers in the industry—pooling resources and expertise—it has gradually built a comprehensive product portfolio covering core categories of engineered wood panels. For instance, in the FOSB segment, Heyou Board has forged a deep collaboration with Guangxi Xiangsheng; meanwhile, in the ultra-thin board sector, it has joined forces with Xin'gang Group. Density board The brand, HeYou板材, has established a long-term partnership with Anhui Lüzhou, laying a solid foundation of high quality for its product supply chain.

Logistics is a critical link in the supply chain, directly impacting the efficiency of services. In April 2025, the Heyou Board Linyi Warehousing Operation Center officially began operations, forming a coordinated network with three major warehousing centers located in Jiaxing, Zhejiang; Changzhou, Jiangsu; and Xuancheng, Anhui. This integration has completed a closed-loop business system across East China, seamlessly connecting the regional warehousing and logistics network. As a result, customers now enjoy reduced procurement costs and shorter lead times, benefiting from a superior, more efficient service experience.

More critically, thanks to years of deep industry experience, Liu Qing has an exhaustive understanding of the raw material advantages, equipment capabilities, and production conditions at major upstream factories. At the same time, he precisely grasps the evolving needs of downstream furniture manufacturers, pressing-and-pasting plants, regional distributors, and even end customers. This profound integration across the upstream and downstream supply chain enables HeYou板材 to offer tailor-made board solutions that align perfectly with clients' brand positioning and product characteristics. By doing so, HeYou not only helps customers overcome pain points in their marketing strategies but also provides them with exclusive industry insights and forward-looking trend analyses.

“Many businesses often find themselves overwhelmed by tasks like product selection and negotiating prices with factories—yet the instability of these products can lead to a host of issues, including quality concerns, after-sales challenges, and even marketing difficulties. That’s why we step in to provide clients with rigorous control and management, enabling them to focus their energy and resources squarely on their core business, ultimately saving time and boosting efficiency,” Liu Qing emphasized.

Today, Heyou Board has served numerous high-quality industry clients, including Rabbit Baby, Moganshan, Qian Nian Zhou, Qianshan, and TATA, achieving a remarkable 25% growth in annual revenue and demonstrating strong market performance.

Building Talent: Cultivating "Sales Engineers"

“People, capital, and resources—above all, talent always comes first!” Liu Qing deeply understands that to provide customers with professional, high-quality service, Heyou板材 must cultivate a highly skilled and dedicated team.

“We’re focusing on cultivating not just salespeople, but sales engineers,” explained Liu Qing. “Why do we call them sales engineers? Because they’re not simply selling products—they’re creating value for our customers. These professionals need solid product knowledge, as well as extensive industry expertise. Only then can they offer customers expert insights, providing tailored advice and solutions when addressing client inquiries.”

It is precisely based on this philosophy that Heyou板材 conducts extremely rigorous training for new employees. New hires are assigned to observe and learn firsthand at the factory’s production line, gaining a deep understanding of the entire manufacturing process—from a single tree to the finished board. Additionally, newcomers are required to thoroughly familiarize themselves with the industry’s upstream and downstream supply chains, including visits to manufacturers of wooden doors, Cabinet Various home furnishing enterprises, including those specializing in whole-house customization and flooring, conduct on-site surveys to gain insights into each stage of production, product demands, market trends, and more—enabling them to deliver more professional and tailored services to board material suppliers.

Liu Qing’s emphasis on talent development is deeply rooted in his decade-long experience working in the wood industry. "Back then, market conditions were excellent—products were in high demand—but the company almost every year invited instructors to provide training for our employees, which was truly rare in the industry at that time," Liu Qing recalls. It was precisely this experience that made him profoundly realize that a company’s ultimate competitive edge ultimately depends on its people: only by continuously enhancing the skills and capabilities of employees can businesses deliver superior services to customers, thereby earning lasting customer trust and gaining widespread market recognition.

"As the saying goes, 'Gold, Wood, Water, Fire, and Earth'—yet our wood industry is one of the few sectors that enjoys minimal government intervention while continuously thriving. Moreover, it’s an incredibly inclusive field; no matter your educational background, as long as you work hard and stay diligent, you can reap meaningful rewards." Liu Qing remarked thoughtfully. "Today, the sluggish market isn’t just a temporary challenge—complaining about it won’t change anything. Instead, businesses should look inward, identifying weaknesses in areas like management efficiency, production processes, and product innovation, and proactively seeking ways to turn these challenges into opportunities for growth and breakthroughs."

When asked about the company's future direction, Liu Qing outlined a clear strategic plan: "First, we will continue to expand our team and enhance the professional skills of our employees. Second, we'll keep seeking differentiated, cost-effective products and collaborate with more high-quality factories, offering customers product options that better meet their needs. Finally, and most importantly right now, to better serve our clients, we plan to recruit 100 city partners in the East China region, further strengthening the service capabilities and brand influence of Heyou板材."

In the ever-evolving market waves of the board industry, Liu Qing leads Heyou Board, using premium products like Paiyangshan, Oasis, and Xingang as its sails—and professional services as its oars—to bravely ride the currents, always staying at the forefront of the industry. Looking ahead, as our team continues to grow stronger, our product portfolio keeps getting more refined, and our market strategies deepen further, Heyou Board will undoubtedly deliver even greater value to our customers, paving the way for a brighter, more inspiring new chapter!

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