The fierce competition in the flooring is only apparent

In order to survive, the floor companies launched the Expo, environmental protection, technology warfare, price war, and active warfare... However, some people think that such a fierce market battle is just an appearance. how so.

A fierce competition in the market segments is only a representation? “At present, the fierce competition in the flooring industry is a representation. In the eyes of people in our industry, it belongs to a rough, simple, and simple kind of competition.” Li Guosuo, general manager of the flooring company in France, Kofi Floor, told us reporter. He believes that in the current floor industry, it is mainly divided into two major categories, one is divided by category, the second is divided by grade, and there is very little segmentation of emotional appeal to consumers. For example, like Mercedes-Benz, it can emphasize the feeling of the second row of riders, while BMW emphasizes handling, and Volvo emphasizes safety. In the flooring industry, there is currently a lack of subdivision. People generally distinguish brands according to grades, such as high-end, mid-range, and low-grade. Competition will only stop in these areas.

Looking at the current floor market, most companies are fighting technology and quality. In order to seize a little more market, new products are constantly introduced. From the Consumer Housing Network consumer trend survey found that floor companies to launch new products shorter and shorter cycle, the product line industry is also more and more rich, the original solid wood business, no longer focus on solid wood, but the solid wood composite intensified full bloom For example, the iconic floor in addition to strengthening the board, there are solid wood composites, new solid wood. In addition, the flooring companies also involved in the upstream and downstream industries, such as nature to start the wallpaper, the icon also started wooden doors, wallpaper, cabinets. Flooring companies are aiming at the entire “pan-home” market, and the market segments have been neglected. Some people say that the current concentration of the wood flooring industry in China is not high enough, and the market economy elements such as capital, technology, manpower, and resources are not concentrated. In the face of the future market economy, wood flooring companies will eventually compete in the business model and in the industrial platform from the current product competition and service competition. The higher level of competition will also have higher demands on the company's ability to innovate, produce, and develop. The best way out is to create a new industrial ecosystem, tap and meet new and higher needs of users, continue to innovate, surprise, increase scale, and enhance brand.

Consumers rise from functional demand to emotional appeal. Each person is eager to live a little more vividly and vividly in the soft and delicate heart of everyone. As a spiritual station and a harbor of living, people have long been ignorant of monotonous numbness and resist the stereotyped home decoration. Home has long been more than just a place to live, and it is already full of the emotional needs of its owners. The floor as an important part of home decoration, how can we let people experience the connotation of love, "consumer guidance market," floor companies side with the survival difficulties, while blindly production, ignoring the real needs of the market. Perhaps what the floor companies need to do now is to deeply understand people's values ​​and consumption concepts and use their own special product design concepts and design styles to impress consumers. In the face of the current living conditions of floor companies, Kofi floor Li Guosuo gave reporters a vivid example. China is the country with the most export clocks in the world, but its average value of watches is 2 US dollars. The average value of Swiss watches imported into our country is about 360 US dollars. Actually, this difference comes from the craftsmanship, including some of the demands of the function. On the other hand, it is an emotional difference. It can be said that in the future, the basic product demand will continue to increase as people's living standards increase. How to lead the floor brand, in the product is very environmentally friendly, very durable, very comfortable, while enhancing the brand to bring the spirit of the consumer value, really make it a value, a consumption attitude, a taste, floor Businesses need to sink and think hard. Who will be the next floor area for BMW and Mercedes? Compared with the automotive industry, the precise positioning of automotive brands allows consumers to find exactly what they need. If you want to give the occupants a better feeling, you can choose to Mercedes-Benz, you want to emphasize the control, you can choose BMW, and you want to be safe can choose Volvo ... ... However, the floor market, consumers can clearly know that they want to buy Which brand of floor products is very rare. Faced with a huge market segment, who can take the initiative? New business opportunities have promoted the need for business transformation, and have also brought inspiration to the development of new flooring companies. For example, Kofi Floor has created a design card based on market demand, emphasizing that “design makes life more beautiful” and it invites well-known designs. The in-depth understanding of the owner's fashion values ​​and design style history, from the fine luxury of the European classical, to unstoppable post-modern, from the dream-like Mediterranean, to the glamorous Thai ancient Chinese, with a unique professional design to win the consumer market . There are also many floor companies in Shenzhen that have a clear positioning. For instance, Real Madrid's floorboards mainly push antique floors and give them an antique design charm. At the same time, they have a strong Chinese flavor and are loved by many owners.

In the 30 years of the development of the flooring industry, some well-developed flooring companies have emerged, but with the development of the real estate and home industry chain, the flooring industry must make breakthroughs, which will inevitably require new ideas and development models, and the development of market segments. It may be a good way to hope that floor companies can find suitable roads for their own development, thus creating BMW and Mercedes-Benz in the flooring industry.