The market share has been among the best in the laminate flooring and is facing unprecedented challenges. In addition to the “no-nutrition†price war, the shift in consumer trends, the decline in sales increments, and the tightening of profit margins have put pressure on the brand to strengthen the floor. Or take some of the energy to switch to solid wood flooring, or to absorb more personalized brand-rich content, all floor brands in order to better survival and development, is in action.
Laminate flooring is a mainstream consumer of the flooring industry, with low barriers to entry, low cost, and high market awareness. Even today, it is still the domestic market in terms of sales per square meter. The highest share of the category. So, why did it suffer from development? In response, the responsible persons of many well-known floor brands have stated that the problems are multifaceted and even more irreconcilable. The fierce price war, lower and higher profit margins, and changes in the consumption trends of some people have led to a significant decline in the increase in floor sales in recent years, and the brand's development mentality and speed have also slowed down.
Wang Qingqiang, director of St. Vincent Flooring's market, said that even with strong backing and funding, in recent years, in order to adapt to the changes in the consumer market, the price of reinforced flooring has been in a downward trend. Prices are rising at a lower cost, which makes the profit margins reach an unprecedented low point; Yang Nan, manager of Golden Eagle's Flooring Marketing Department, said that more and more consumers with economic strength will target the solid wood floor, which leads to strengthening. The target group on the floor has a more limited level of consumption and is more sensitive to prices. Obviously, it is not that people are not willing to exert their efforts to strengthen the floor. However, many market factors have forced the merchants to extend their tentacles to other parties.
What about imported flooring? According to Zhong Hongwen, Chairman of the German-Eco Aegean flooring, which is known for producing ultra-environmentally-friendly laminate flooring, laminate flooring is usually appealing to consumers in addition to environmental issues. Therefore, every year, a dozen or even dozens of new designs are indispensable. New product development is undoubtedly a pressure on some brands with limited strength.
Solid wood floors are increasingly sought after. The strengthening of the flooring market is becoming more and more difficult. If you do not change frequently, you can only wait for death. This has also made many floor operators have to adjust their paces and extend their tentacles to solid wood floors where momentum is growing. The head of a well-known floor brand marketing department disclosed to the author that the sales statistics of its brand in the first half of the year have just been released, and the increase in floor thickness has been significantly worse than before, and the solid wood floor has surpassed and has topped the list. In addition, ** also said that their laminate flooring has been relying on imitation leather tile, imitation marble series and other new products to stabilize the market in recent years. The new light products will have dozens of models each year, otherwise it will not be able to meet consumer demand and it will be more difficult to fight against solid wood. The challenges of flooring, softwood and other flooring categories are very stressful.
Whether or not they adjusted the product structure of reinforced and solid wood flooring, some brands did not want to spread their fanfare over publicity, because this may strengthen the influence of market consumption orientation. However, under repeated enquiries, there are still merchants admitting that with the shift in the propensity to consume, brands are gradually adjusting their product mix to suit the market. Wang Qingqiang made it clear that production will definitely turn around sales, strengthen sales volume, and solid wood will show an upward trend. Therefore, the iconic floor currently has a ratio of 6:4 for strengthening and solid wood flooring, which has already strengthened the production of solid wood products. Yang Nan stated that Golden Eagle is the first to do reinforcement, but because of the potential of seeing three layers of solid wood flooring as early as possible. , So a few years ago gradually shifted the focus of development, the current solid wood flooring has become its main push category.
However, there are also opposing views on this issue. Zhong Hongwen believes that the increase in sales of solid wood flooring is a product of market economy development to a certain extent, but it does not mean that it will affect the market share of laminate flooring. In addition, people's accreditation for strengthening the floor is being concentrated toward well-known brands. Therefore, the ratio of EGGER and solid wood has been maintained at 7:3, and it has not been found that the sales volume of its reinforced flooring has declined. Therefore, adhere to strengthen the floor position, EGG will not be changed.
Laminate flooring is a mainstream consumer of the flooring industry, with low barriers to entry, low cost, and high market awareness. Even today, it is still the domestic market in terms of sales per square meter. The highest share of the category. So, why did it suffer from development? In response, the responsible persons of many well-known floor brands have stated that the problems are multifaceted and even more irreconcilable. The fierce price war, lower and higher profit margins, and changes in the consumption trends of some people have led to a significant decline in the increase in floor sales in recent years, and the brand's development mentality and speed have also slowed down.
Wang Qingqiang, director of St. Vincent Flooring's market, said that even with strong backing and funding, in recent years, in order to adapt to the changes in the consumer market, the price of reinforced flooring has been in a downward trend. Prices are rising at a lower cost, which makes the profit margins reach an unprecedented low point; Yang Nan, manager of Golden Eagle's Flooring Marketing Department, said that more and more consumers with economic strength will target the solid wood floor, which leads to strengthening. The target group on the floor has a more limited level of consumption and is more sensitive to prices. Obviously, it is not that people are not willing to exert their efforts to strengthen the floor. However, many market factors have forced the merchants to extend their tentacles to other parties.
What about imported flooring? According to Zhong Hongwen, Chairman of the German-Eco Aegean flooring, which is known for producing ultra-environmentally-friendly laminate flooring, laminate flooring is usually appealing to consumers in addition to environmental issues. Therefore, every year, a dozen or even dozens of new designs are indispensable. New product development is undoubtedly a pressure on some brands with limited strength.
Solid wood floors are increasingly sought after. The strengthening of the flooring market is becoming more and more difficult. If you do not change frequently, you can only wait for death. This has also made many floor operators have to adjust their paces and extend their tentacles to solid wood floors where momentum is growing. The head of a well-known floor brand marketing department disclosed to the author that the sales statistics of its brand in the first half of the year have just been released, and the increase in floor thickness has been significantly worse than before, and the solid wood floor has surpassed and has topped the list. In addition, ** also said that their laminate flooring has been relying on imitation leather tile, imitation marble series and other new products to stabilize the market in recent years. The new light products will have dozens of models each year, otherwise it will not be able to meet consumer demand and it will be more difficult to fight against solid wood. The challenges of flooring, softwood and other flooring categories are very stressful.
Whether or not they adjusted the product structure of reinforced and solid wood flooring, some brands did not want to spread their fanfare over publicity, because this may strengthen the influence of market consumption orientation. However, under repeated enquiries, there are still merchants admitting that with the shift in the propensity to consume, brands are gradually adjusting their product mix to suit the market. Wang Qingqiang made it clear that production will definitely turn around sales, strengthen sales volume, and solid wood will show an upward trend. Therefore, the iconic floor currently has a ratio of 6:4 for strengthening and solid wood flooring, which has already strengthened the production of solid wood products. Yang Nan stated that Golden Eagle is the first to do reinforcement, but because of the potential of seeing three layers of solid wood flooring as early as possible. , So a few years ago gradually shifted the focus of development, the current solid wood flooring has become its main push category.
However, there are also opposing views on this issue. Zhong Hongwen believes that the increase in sales of solid wood flooring is a product of market economy development to a certain extent, but it does not mean that it will affect the market share of laminate flooring. In addition, people's accreditation for strengthening the floor is being concentrated toward well-known brands. Therefore, the ratio of EGGER and solid wood has been maintained at 7:3, and it has not been found that the sales volume of its reinforced flooring has declined. Therefore, adhere to strengthen the floor position, EGG will not be changed.
Paulownia Edge Glued Board Co., Ltd. , http://www.nsplywood.com