As consumers' living standards improve, the requirements for home decoration styles and other aspects are getting higher and higher, the advantages of wallpapers are gradually emerging, and they can satisfy the wishes of consumers. Wallpapers are being used by more and more families. This paper takes the wallpaper market in Chengdu as the main research object, analyzes the competition status of the wallpaper companies in this area and the characteristics of consumers' demand, and proposes strategic suggestions for the wallpaper companies to compete effectively.
First, wallpaper industry competition status
Wallpaper industry scale and profit status
First, the wallpaper industry is growing in size. Due to the relatively low barriers to entry in the wallpaper industry and the large profit margins, many small and medium-sized wallpaper companies are currently countless. At present, there are more than a hundred domestic wallpaper brands; secondly, the popularity of wallpapers has grown significantly. In 2001, the popularity of wallpaper in our country was only 0.5%. In 2007, the popularity of wallpaper in our country was between 2% and 3%. The total wallpaper consumption grew year by year and increased by about 13% annually. The third aspect is that in China, the home improvement industry has a huge profit. While the wallpaper industry is currently in the rejuvenation stage, its price transparency is still not very high, and there is a phenomenon of free pricing among wallpaper companies. It can be seen that the profits of the wallpaper industry are higher, but no good system has been formed and the market remains to be solved. Further improve and develop.
Wallpaper industry competition pattern analysis
In China's wallpaper market, products in the United Kingdom, Germany, Italy, Spain, Japan, and South Korea dominate, and its market share (sales) is as high as 70%. According to the survey, foreign wallpaper brand prices are relatively high, mainly occupy the mid-high-end market; while the domestic wallpaper brand prices are relatively low, mainly occupy the low-end market. Agent dealers in Chengdu, including the icon, Ouya, Zhongxin, Burton, Sunbo, etc., only the iconic agent did not distribute low-cost wallpaper, other businesses are involved in the field of low-end wallpaper.
Wallpaper Industry Development Trend Analysis
(1) Diversified brand selection and fierce competition. As China's wallpaper industry is in the rejuvenation stage, domestic wallpaper companies actively quote advanced technologies to improve production quality. At the same time, they also cooperate with wallpaper companies of many foreign brands such as the Netherlands, Italy, and Germany to sell wallpapers of world famous brands. Therefore, the wallpaper brands available to consumers are more abundant.
(2) Good brand, perfect service. Due to the fierce competition in the wallpaper market, various merchants have also gradually realized that they must strengthen their brand and service in order to remain competitive. The services that consumers pay attention to in the purchase of wallpaper include wallpaper distribution, return, construction, regular inspection, maintenance services, and the improvement of merchants' feedback based on customers. These aspects will affect the attitude of consumers towards the brand. Therefore, we must establish a better brand image through perfect services.
Second, analysis of customer demand characteristics
Wallpaper gradually favored by home improvement
The reason why the sales of the wallpaper market continues to rise is that it meets the needs of decoration style and artistic individuality. With the improvement of the living standards of consumers, the requirements for various aspects such as the style of home decoration are getting higher and higher. The advantages of wallpaper gradually emerge and can be satisfied. With the desire of consumers, wallpapers are being used by more and more families.
Customer demand continues to improve, advocating natural health
With the improvement of the quality of life, people's requirements for the health, safety, and environmental protection of their own living environment are also increasing. Wallpapers made from environmentally friendly materials that do not contain harmful ingredients such as lead and benzene are the most popular among consumers. Environmental wallpapers dominate the sales market, and natural materials have become an unstoppable trend in the wallpaper market.
Satisfying the pursuit of personalization and human culture in home decoration
The wallpaper is very rich in expression. To adapt to different spaces, places, different interests and hobbies, and different price levels, the wallpaper has the following types to choose from. Therefore, the wallpaper is the most convenient interior decoration product for improving the aesthetic taste and regulating the taste of life. And the wallpaper can achieve infinite combinations through the changes of patterns, textures and colors, and play a unique decorative effect.
Friends recommend the most popular
From the survey data, consumers can know and select decoration companies or decoration materials in this way: friend recommendation - Internet word of mouth - magazine recommendations, of which the proportion of friends recommended accounted for 67.742%. Most consumers are more confident in their recommendation of friends. They can look at the house of a friend's house and listen to what their friends are using. It is clear whether they are good or bad at a glance. The credibility is high.
In short, with the rejuvenation of the Chinese wallpaper market, the scale of each wallpaper company has continued to expand, and consumers have also begun to pay attention to wallpapers for home decoration. As a result, the choice of wallpaper brands is more and the wallpaper quality is better, which inevitably intensifies the competition among various wallpaper brands. . However, for the moment, companies have almost no sense of brand competition. However, in the face of homogenization of products, branding has become the best choice for companies to implement differentiated competition.
Third, wallpaper brand strategy
Through the analysis above, we can see that the current domestic wallpaper industry is highly competitive. How wallpaper companies stand out in disorderly and fierce competition is a problem that most companies are most concerned about. A strong brand can enhance the customer's identity and perception of its business and products, and create high added value for the company. However, wallpaper companies how to build their own brand strategy, build a strong wallpaper brand, this is to make some suggestions:
1. Refine core values ​​and define brand positioning.
The brand core value allows consumers to clearly identify the interest points and personality of the brand. It is the main force that drives consumers to identify, like and even fall in love with a brand. The unique core value extraction, first of all, should comprehensively analyze the status quo of competitors, the characteristics of consumer demand, and conduct in-depth and meticulous analysis of corporate resources in order to refine the core values ​​of their own brands. At present, consumers generally pay attention to the professionalism of wallpaper business services and the pursuit of high quality of life. Therefore, wallpaper brands should focus their efforts on brand positioning in terms of “professional services and quality of lifeâ€, so that the core value of refining can be achieved.
2. Integrate publicity methods to expand brand awareness.
Implement integrated marketing communication, promote wallpaper brand communication from multiple spaces, multiple perspectives, and multiple channels, and cover target consumer groups such as individual home improvement consumers, decoration companies, and designers, thereby effectively expanding the brand's popularity and promoting positive consumer development. Lenovo.
3. Strengthen the communication effect and enhance the brand image.
Strong brands are accumulated during long-term business operations and have strong profitability. By designing multi-period and long-term communication strategies, the brand awareness will be enhanced while the brand reputation will be enhanced to foster brand loyalty, and to promote the rapid and positive association between consumers and brand-name boutique wallpaper distributors. Image, to achieve better and longer-term business development.
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