In an era of uncertainty,
Some choose to wait and see, while others choose to break through.
He is the founder of "MUJI CUSTOMIZATION," deeply rooted in the industry for 12 years.
Progressing from commercial projects into the high-end private residence sector,
From "door-to-door cold calls" to expanding multiple brand flagship stores.
He is — post-90s principal Shaо Yifu,
A "Lightbearer" who advances against the wind.
In this feature interview, step into his story with SALOLEA,
And see how he uses "daring" as his blade to open stores against the trend and achieve breakthrough growth.
01
Blooming Against the Light
"What truly honed me wasn't the trends, but every downward cycle."
Shaо Yifu's career path hasn't been smooth sailing. He admits to being confident and outspoken during university; while his early entrepreneurship saw some success, it also faced setbacks. After graduation, he moved south to Guangdong, starting over in a sales role and formally entering the home building materials industry, learning from scratch and steadily accumulating experience.
"Back then, I went building to building with my suitcase, not taking the elevators, knocking on doors in basically many Foshan office buildings. Even if it was a design assistant, I treated them seriously. A designer's trust begins with the first gesture of respect."
During 2017-2018, he collaborated with numerous Foshan design firms. What truly earned him widespread recognition was his service mindset and systematic working methods.
02
Excel in Service: Doing 'Decent Business'
"While others focus on selling products, I care more about providing a service experience."
Facing homogeneous competition in the industry, Shaо Yifu chose to create differentiation through service. Even for low-value projects, he insisted on on-site inspection, construction assistance, and providing photo feedback.
He also established product lines with "low profit margins but high practicality," making designers willing to collaborate on regular projects and building long-term trust.
"These products aren't for profit, but for maintaining relationships. When high-end client needs arise, they naturally think of me first."
03
Using 'Counter-Cyclical' as the Edge, Entering High-End Customization
"When everyone else chose to pull back, I chose to invest in the future."
After the pandemic, traditional To-B projects decreased significantly. Shaо Yifu敏锐 noticed that mid-to-high-end families' focus on quality of life hadn't diminished. He swiftly pivoted, opening a store in a Foshan building materials and home furnishing market, entering the To-C market.
Despite opposition from many, he moved forward firmly. "If you wait until everything is clear before acting, you can only ever follow behind." Looking back now, his decision was absolutely correct.
04
'Love at First Sight' with SALOLEA
"In that one glance, I felt as if I had stepped into Italy."
During the 2024 Guangzhou Design Week, Shaо Yifu, who hadn't gone with high expectations, was instantly captivated upon seeing SALOLEA's exhibition hall. He had always believed only Italy could produce high-standard kitchen systems, never expecting a domestic enterprise to match that level effortlessly.
He revisited the booth with his partner, made several subsequent visits, rapidly expanded, secured a larger storefront, and finally successfully signed with SALOLEA. Although the store hasn't officially opened yet, they have already received customer orders.
He believes SALOLEA inherently attracts attention and holds significant differentiating advantages domestically. This track is new but has potential and can empower his current business layout. So, even if others are skeptical, he persists. He believes, "When 99% of people tell you it won't work, you must do it."
 |
 |
05
Decoding Trends: Serving the Highly-Educated Circle
"In the seemingly sluggish market, real consumer demand never disappears."
Shaо Yifu emphasizes that many high-net-worth users haven't reduced their pursuit of quality living; instead, they choose designers and products more cautiously, paying greater attention to whether products possess long-term value and suitability for life.
Regarding his own positioning, he is very clear: "We don't serve the entire spectrum from '0 to 100'; we precisely serve our target demographic."
06
Bringer of Light
Some people don't chase the light; they become the light themselves.
Just like Shaо Yifu, he illuminates his own path in life, and while moving forward, he lights the way for others.
It is precisely this persistence, this daring, this conviction that allows him to build solid defenses amidst the volatile industry cycles.
Not just Foshan, not limited to Foshan.
On this fertile ground of the home furnishing industry, SALOLEA looks forward to joining hands with more Lightbearers like Principal Shaо to explore more possibilities for future home lifestyles.
Foshan | SALOLEA Flagship Store Opening Soon. Welcome to book a visit.
If you too are seeking something to add power to your business layout and build a new competitive moat, a New Metal Home System is essential. Welcome to SALOLEA.
Disclaimer: "The interviewee's experiences and views represent their personal opinions only. Store operation results are influenced by regional, operational, and other factors. Please refer to the physical product for the actual experience."