As a leading enterprise with 20 years of deep experience in the whole-house customization industry, Dinghao Wood Industry recently made a surprising decision — it voluntarily declined a luxury villa whole-house customization order worth over RMB 300,000.
According to the brand's lead, this client had already been to court arbitration with their previous whole-house customizer during their last villa renovation, over product quality and delivery disputes. During negotiations with Dinghao, although the client expressed high expectations for product quality, they were repeatedly drawn to ultra-low prices, demanding premium-grade products at prices far below the reasonable market range.
"After 20 years in this industry, I know exactly how this works," the brand leader said in an internal interview. "There has never been such a thing as 'cheap and high-quality'. A 5% price difference usually comes down to service; a 10% difference reflects real gaps in craftsmanship, materials, and quality; but if the price gap exceeds 20%, these are absolutely not products of the same tier — that is the brand difference."
In his view, many clients start out with high expectations for quality when choosing a provider, but during implementation they often get lured by low prices, eventually falling into a "price death zone" — they pay low prices but never get the quality they expected, ending in disputes or even legal battles.
"We will never compromise just because a client pushes prices unreasonably low. The client wants 'everything at once', but we cannot deliver something that defies industry logic," he stated firmly. "We stay true to our original aspiration for quality, and guard our bottom line. Since our values are not aligned, it is better to honestly decline from the start than to hurt each other in the end."
Amid the industry-wide environment of razor-thin margins and the common mantra of "small profits, quick turnover", Dinghao Wood has chosen a harder but more sustainable path: no ultra-low-price orders, no loss-making projects, and only partnerships with clients who truly value quality.
"I believe that in this era, those who stick to their principles will definitely have a bright future," the leader concluded.
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