During a team discussion yesterday, we talked about an increasingly important trend: customers today place more value on "emotional cost-effectiveness." In China, we refer to this as "emotional value." This concept is becoming very popular in modern-day China. If a business can offer its customers enough emotional value, making them feel that their spending is well worth it—not just in financial terms, but emotionally and psychologically as well—then that business is likely to succeed.
This has helped us gain a clearer understanding of our core values. Our consistent theme has always been: “Not best, but most.” (It’s not about being the best, but about offering the most worthwhile experience). We encounter a variety of customers, each with different ages, archery experiences, and achievements. Their stories are often impressive, and when we interact with beginner customers, we can feel their excitement about their new archery equipment. That excitement is our motivation.
The emotions of our customers drive us. When we sense their anticipation and enthusiasm, it fills our team with energy. This emotional connection inspires us to keep moving forward, to maintain our vision, and to continue improving. While we are in the business of trade and profit, our deeper mission is to ensure that our customers feel that their purchase was worth it—that’s at the heart of what we do.
Just like in competitive sports, achieving perfection is difficult. But the beauty lies in the journey toward it, continuously striving to improve and get closer to perfection. Every smile, every thank-you from our customers, is the motivation that propels us toward becoming better.