subject: Flooring Industry Should Pay Close Attention To Several Major New Consumption Patterns [print this page] A while ago, the author of several well-known floor and service business owners to chat about trends in the flooring industry integration, we form a consensus, it is from the consumer point of view, has become increasingly difficult to strengthen the division of solid wood manufacturers and enterprises the boundaries between the. Talking about, everyone smiled and said what does not exist after Solid Wood Flooring Capital, strengthen the floors of all the titles, and at most, a master is a Provisional Capital only.
Industrial adjustment is behind the return of response patterns of consumption
In fact, the early start, a number of small factories on the floor has been completed the comprehensive layout of the floor category, just as a small scale, did not exert a crucial influence throughout the flooring industry, while the real industrial integration trend With the first-line brand category structure adjustment began. Floor penetration between the various categories, making the past a purely representative of the brand category disappeared, replaced by the scale of the Pan-category competition. According to my understanding, so far, several first-line brand of traditional solid wood flooring, its sales have been enhanced far more than solid wood flooring sales.
In essence, the industry category covers the floor behind the adjustment of industry response to consumer consumption patterns to meet a demand for the return. In the past, the floor fight for more competition among enterprises is the first enterprise resource advantage, what category the beginning, stick in the end, the pursuit of professional category representatives do, however, as "low concern, high-participation" Building Materials Part of the floor at home industry, consumers from the start, there is no clear division of the concept of category, wood flooring category as a whole is presented to consumers in the list, Decoration Cost estimates prior to the guiding role of awareness, consumers are only a concept in mind: to get the best cost the most cost-effective flooring. Thus, positioning a narrow "South America has large forest" Advertisement Language disappeared, replaced by a "good affordable floor" pan-brand appeal. All changes are with the consumption patterns of consumer awareness that the root "baton" and dancing.
The author believes that since the beginning of industrialization from the floor, in chronological order, industry, consumer demand can be divided into the following four stages: basic decorating needs, personalized decoration needs, style, demand, product core functional requirements. In the basic needs of stage decoration, wood flooring industry as an emerging industry, to meet the difference with other paving needs of the basic decoration, so the core of competition is who can more quickly introduce relevant technologies or products, who can seize the category first-mover advantage, some of the floor with such as the domestic import Proxy Or the timber and other natural conditions for traders as business stand out in that time, Power Dekor, Fulin is the stage floor and solid wood floor to strengthen the representative of the brand.
With the increasing maturity of industry, competition between manufacturers of primary price war (at current prices Sihe grappling with Power Dekor's race made famous), strengthening the floor price is higher than the end of the short history of solid wood flooring, but also the supply of wood flooring products made increasingly enriched in the home system concept and the reality conditions are not matched with conditions, the growing purchasing power of making more and more consumers demand the floor act as a personal preference, Fillinger is to exclusive and enriching color, "as long as you like" brand to meet the demands of opening a new era of personalized decorative needs.
Shift in consumer demand in the floor style of match time, real estate Building , Home with a variety of doctrine already popular for several years, as the real estate industry, the downstream industry has become more dominant on the floor from the Baroque, Rococo, American plain and simple style of European and other products designed to as a chain between echoed up and down, pay more attention to construction, home interior style of match to become the stage floor to meet immediate consumption needs of the industry a major feature.
Then, the local match in style on board industry showed no differences more obvious, who will be leading the next phase of Marketing Direction? The author believes that the industry will follow similar floor mature phase of the home appliance industry marketing path, between the brand to meet consumer demand for the competition evolved into a mature product of the core differentiation competitive selling point.
Flooring Industry Should Pay Close Attention To Several Major New Consumption Patterns
