Dialysis floor market development trend customization of flooring into a new selling point

According to investigations by relevant persons in the industry, the use of floor space in home renovations is second only to wall paint, so its quality and environmental performance have always been of concern. At present, the overall sales volume of reinforced flooring is still at the top, but the consumption trend in the flooring industry has quietly changed.

Laminate flooring

Third and fourth-tier cities have obvious advantages

As the price is closer to the general consumer market, the total sales volume of reinforced flooring has been consistently ranked first. However, at present, although it is still the preferred choice for most people to buy flooring, its sales growth has begun to show a declining trend year by year.

According to an authoritative source from the flooring industry, from the perspective of the current consumer groups, the proportion of consumers who strengthen the floor is 75%, while the consumers of solid wood floors account for 25%. He believes that the price advantage of reinforced flooring will still allow it to maintain market sales for the first time in a long period of time, especially in the third and fourth tier cities, its market share is absolutely dominant, and some rural areas have begun to be urbanized. The impact of the process has made the sales of laminate flooring in these regions more obvious.

With the increase in people’s consumption power, many consumers will choose products that are more upscale than laminate flooring when they purchase flooring. Yan Guangcai, president of European flooring, said that this situation is most common in first-tier cities, but due to the diversity of consumer groups, Laminate flooring still has its own living space, for example, Beijing currently has a large number of rental housing and most of the owners of affordable housing will choose laminate floors with cheaper prices.

Solid wood flooring

Increase sales growth

The regulation of the upstream real estate market has also had a significant impact on the downstream flooring companies. Although no specific declines have been disclosed, many flooring companies have indicated that this year's retail sales growth has indeed shown signs of slowing, but solid wood products have become The highlight of the weak market.

Authorities in the floor industry told the reporter that sales of solid wood flooring have increased significantly in the past three years. Taking their sales figures as an example, the increase from 2009 to 2010 reached 30%, while the increase from 2010 to 2011 increased to around 50%. Industry insiders also stated that the market for solid wood products such as three-story solid wood composite floors and multi-layer engineered wood flooring saw the fastest increase, while sales of pure solid wood flooring declined due to high prices and complex daily maintenance.

The gradual increase in the market share of solid wood flooring has its deep market reasons. The industry analysts believe that consumers in first-tier cities, whether they are first-time home buyers or improved home buyers, will be more environmentally friendly if they choose to live.

However, there are still some economically powerful owners favoring laminate flooring. The relevant data shows that, unlike the original emphasis on price factors, this part of consumers prefer high-end laminate flooring, and imported products are more popular.

Merchants increase the proportion of solid wood products

In the case of quiet changes in consumer trends, many flooring companies have also accelerated the pace of product adjustments. In the floor storefronts of home stores, most businesses are selling both reinforced and solid wood products at the same time, and the differences in prices and designs are obvious.

In terms of sales volume, although the current overall environment of the market is relatively weak, sales growth of solid wood flooring can still reach 20% to 30%. Therefore, companies are not afraid of the potential of solid wood flooring, and they have expressed that they will continue to update and expand in the future. The category of solid wood products.

Parquet

Open the price drop channel

Laminate flooring can dominate the market, the most critical factor is the price of close to the people, in the store floor storefront, the price of 70 yuan per square meter of laminate flooring can be seen everywhere, some well-known brands of laminate flooring prices About one or two hundred yuan per square meter. In contrast, the price of solid wood products is an important reason to hinder the further increase in market share.

However, with the increase in the production capacity of solid wood flooring, the prices of three-layer solid wood and multi-layer solid wood composite flooring are also falling. At present, a price of 150 yuan to 200 yuan per square meter can be selected in the market to a good parquet, and this price and some high-end laminate flooring is almost the same.

Relevant personnel told reporters that the price of their solid wood composite products was generally around 260 yuan to 270 yuan per square meter two or three years ago, and the selling price of the main products is now reduced to 160 yuan to 170 yuan per square meter. With the further improvement of the production capacity of the company, the prices of solid wood composite flooring will continue to decrease in the future, and consumers are also expected to buy cheaper parquet.

Customized design or new selling point

Although flooring companies have accelerated the frequency of product updates, the difference between similar flooring products is not obvious from the current products. Entering the floor area of ​​the store, it is difficult for people to see products with unique colors and styles. Insiders said that although businesses are trying to open the gap in the appearance of the floor, but the consumer's feeling is not obvious.

This problem is not difficult to understand, because the flooring industry does not have monopolized technology, and the entry threshold for production is low. Enterprises lacking original products will choose to “imitate” the more popular products in the market for production replication. In this way, the flooring market There will be many similar products.

In the flooring industry, the gap between products of different brands is not very large. On this basis, some businesses change the existing models to make a fuss about products and services, and choose “custom design” as a selling point for competing with other companies. In this way, consumers' choice of floor styles is increased, and targeted production products can also be produced according to consumer preferences. The product styles produced are very personal.