CIAACE 2026 Exhibitor Spotlight: Why Wufu Jinniu Continues to Lead Every Major Trend in Automotive Floor Mats

From full-surround 3D floor mats to nTPE mats, and from traditional protection to personalized customization, the automotive floor mat brand Wufu Jinniu always seems to launch market-shaping products at exactly the right moment. What’s the secret behind its remarkable rhythm of innovation?

Let’s go back to 2009. At that time, most car mats were flat and low-edged, offering little comfort or aesthetic appeal. Selling car mats felt no different from selling ordinary auto parts—profit margins were tiny, with only a few yuan earned per set, leaving very limited room for imagination.

But that same year, at the Yasn Beijing Expo（CIAACE）, a groundbreaking high-edge 3D leather floor mat dropped a “wealth bomb” on the automotive aftermarket.

Orders poured in like snowflakes. A floor mat brand that would later help countless automotive product distributors and service shops earn fortunes made its debut at the Beijing exhibition. That brand was—Wufu Jinniu.

The founder and chairman of Wufu Jinniu said: “At that time, the industry was hungry for product upgrades. Participating in the Yasen Expo that year was the perfect opportunity, and Wufu Jinniu caught the wave at exactly the right moment.”

Since then, from high-edge to full-surround mats, and from full-surround designs to 360° aviation-style soft-wrapped mats, Wufu Jinniu has accurately seized every critical turning point in the evolution of automotive floor mats—leading wave after wave of upgrades and innovations.

Even today, the stories of how Wufu Jinniu helped distributors across China achieve remarkable success are still widely told in the industry, and tens of millions of car owners have become loyal fans of the brand.

Wufu Jinniu stands out for its sharp ability to identify the key innovation moments in automotive floor mat development and for maintaining strong, long-lasting brand vitality. It is not only the pioneer and standards setter of automotive safety floor mats in China, but also a consistent winner—recognized for nearly a decade as an “Annual Recommended Brand” by Automobile Magazine.

In 2025, Wufu Jinniu made another nationwide debut at the 36th CIAACE (Yasn Beijing Expo), unveiling its brand-new 365 nTPE “Three-High” floor mats, along with an entirely new Cloud Chain retail model. 

A yearly blockbuster product combined with a new business model—this nearly 20-year leading brand once again demonstrated its powerful capacity for innovation. Such sustained creativity is extremely rare not only in the automotive floor mat sector but also across the entire interior accessories industry. Over the years, countless car mat brands have disappeared or been dragged down by the vortex of homogenized price wars, while Wufu Jinniu has continued to thrive through both boom and bust cycles, growing steadily through innovation. 

At the 38th CIAACE (Yasn Beijing Expo) in 2026, Wufu Jinniu will once again launch an exclusive annual product innovation and host major industry events, with expectations that its innovation momentum will once again astonish the market. 

In short, Wufu Jinniu has accurately captured every key moment in the evolution of automotive floor mats. This is not a coincidence—it is the inevitable result of unwavering innovation and steadfast commitment to its original mission.

Deep Insights: Understanding the Pulse of User Needs

The primary secret behind Wufu Jinniu’s sustained innovation lies in its deep insight into user needs. While most brands focused solely on cost-performance, Wufu Jinniu drove rapid store expansion for distributors through high-quality innovation. And while other brands used low prices to grow store numbers, Wufu Jinniu shifted to enhancing customer experience and brand culture—helping stores serve car owners better and achieve higher margins.

Behind its consistent ability to stay one step ahead is Wufu Jinniu’s keen understanding of the industry’s core challenges: in emerging markets, the brand has mastered the balance between technological innovation, standardized services, and personalized customer demands.

As the automotive industry enters a new era, Wufu Jinniu believes that in this “new driving era,” where car owners prioritise the driving experience, floor mats are no longer simple utilitarian accessories—they have become essential components related to driving safety, health, and aesthetics. Based on this understanding, Wufu Jinniu has built a comprehensive value chain across protection, comfort, and personalization.

This profound level of user insight enables Wufu Jinniu not merely to follow market trends, but to anticipate—and shape—them.

Technology-Driven: Building an Impenetrable Competitive Moat

Wufu Jinniu regards technological R&D as the lifeline of its brand’s survival and long-term development. The company holds more than 100 proprietary intellectual property rights and patents, forming a solid technological barrier that is difficult for competitors to surpass.

Wufu Jinniu’s independently developed laser 3D measurement system and CNC mold-carving technology achieve millimeter-level precision, with product deviations of less than 0.01 cm—far exceeding the industry average. 

The brand is equally relentless in material innovation. Take its “Crazy Bull” series floor mats as an example: the five-layer composite structure enhances noise reduction by 40%, while formaldehyde emissions remain as low as 0.01 mg/m³—meeting the safety standards for children’s toys. 

These remarkable technological breakthroughs stem from Wufu Jinniu’s unwavering and continuous investment in R&D.

Wufu Jinniu at the CIAACE （Yasn Beijing Expo）

Product Evolution: Hitting Every Innovation Milestone with Precision

Looking back at Wufu Jinniu’s product development history, a clear pattern emerges—a precise path of innovation that consistently aligns with market needs.

From the early revolutionary creation of high-edge, leather-surfaced, full-surround automotive safety floor mats that completely redefined traditional mat concepts, to the later launch of the “Sculpted Mold 360” series, and more recently the market-leading 365 nTPE mats, Wufu Jinniu has consistently introduced new products at exactly the right time.

In 2024, Wufu Jinniu released the “Crazy Bull Triple Original Mat,” designed around the concept of Original Car · Original Color · Original Element, setting a new benchmark for originality in the industry. At the same time, its TPE mats use imported premium materials with a warranty of over 10 years, once again leading the industry standard.

System Support: An Innovation Ecosystem with Full-Chain Collaboration

Unlike many peers, Wufu Jinniu’s innovation is not a series of isolated breakthroughs but a systematic, holistic capability. The company has built a “central factory + regional customization centers” structure, deeply linking production with end consumers and enabling rapid response to market demand.

In terms of digital transformation, Wufu Jinniu has implemented integrated digital systems to coordinate production, supply, and sales, effectively addressing the automotive accessory industry’s challenges of fast product updates and easy replication.

The company has also divided the group into multiple profit centers, ensuring that each business unit can operate flexibly and respond swiftly to market changes.

Quality Control: Full-Process Monitoring from Source to Finished Product

Wufu Jinniu’s commitment to product quality is uncompromising. Every product undergoes up to 145 inspections to ensure safety and environmental compliance.

The company’s products have obtained comprehensive certifications, including CE, CQC, ROHS, and SGS, providing a solid foundation for innovation through rigorous quality control.

Today, Wufu Jinniu’s 300-acre production base has an annual capacity exceeding 8 million sets, with products compatible with over 2,000 vehicle models. Yet beyond these impressive figures, Wufu Jinniu has demonstrated a deeper truth:

True innovation is not about chasing trends—it is about anticipating and creating them through profound user understanding, technological barriers, and systematic capabilities. 

In other words: catching the trend relies on opportunity; creating the trend relies on strength.

In the seemingly ordinary field of automotive floor mats, Wufu Jinniu has repeatedly hit the perfect rhythm of industry transformation, thanks to its unique approach to innovation. 

In the automotive aftermarket, truly high-quality enterprises are those that remain committed and innovative year after year, decade after decade. The most trusted brands are those that distributors and retail stores can rely on for a lifetime—building their business and earning with confidence. 

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