First-line flooring brands encounter price crisis to broaden the price range is the best policy

Industry reshuffle spreads to the first-line brand

Yesterday, during the interview, the author discovered that the floor of the entrance to the floor was prominently displayed. The original Rhine floor store had been replaced by the LG floor. It is understood that the Rhine Sunshine Floor in the Qingdao area in addition to Qingdao decoration city, in a high-tech Park Decoration City, there is also a storefront. The author then contacted a person in charge of a high-tech park decoration city floor area, according to the person in charge, Rhine Sunshine floor store has been transferred, and recently there is no news that the brand will open a new store.

Floor industry shuffles spread the first-line brand to widen the product price range

“Rhine Sunshine sells well in Jinan, but the Qingdao market is not very good.” According to industry insiders, the Rhine Sunshine Floor was created by Germany’s Korno, the world’s largest professional manufacturer of laminate flooring, and was created by Peng Hongbin, the floor godfather. The brand, which features environmental protection and health, is one of the few brands in China that has passed the EO standard validation. The withdrawal of Rhine Sunshine from the Qingdao market indicates that the current competition in the flooring industry is fierce.

According to industry insiders' analysis, in recent years, the flooring industry has been in an excessively competitive situation. The shuffling has continued. In 2010, the shuffling situation has expanded to the entire flooring industry and began to spread to the top brands in the industry.

First-line flooring brands encounter price crisis to broaden the price range is the best policy

Broaden product price range to compete for market

In order to sell purely imported floorboards, it has never been involved in the high-price floor of the price war. In March this year, it took out a floor and sold it at an engineering price of less than 40%. “By the financial crisis, the current European market has not yet fully recovered. We cooperated with the UNILIN factory in Belgium and launched this activity in March with the intention of wanting to look at the market's response.” According to the person in charge of the high-floor Qingdao area, High-floor flooring has always been a high-end pure imported floor. Many customers who have used it are convinced by the high quality and become loyal “fans”. But the high price is also a bottleneck restricting brand development through this time. The activity company received good market feedback. Gao Gao will also negotiate with the UNILIN factory in Belgium in the near future. He hopes to get a relatively low price by increasing the sales volume so that Chinese consumers can get the construction price in the retail channel.

“With the increase in the number of refined decoration projects, the market share of the floor retail industry is continuously shrinking. In order to compete for more market share, each one is increasing its own product line.” Zhang Meng, the person in charge of the living floor, told the author that the living family Baroque flooring has always been sold pure hand-made parquet, the price is about 400 yuan / square meters, in order to expand brand awareness, increase market share, recently introduced a price of one or two hundred yuan in the laminate floor. In addition, the entire wood home series including wallboard, real wood wallpaper, wooden doors, etc. is also introduced.

According to the author's understanding, flooring companies involved in wooden doors, wallpaper, cabinets, furniture and other industries are not uncommon in the industry.

Increased sales channels increase operating pressure

"Opening a shop is to find a death. If you don't open a shop, you wait for the last one to fall." The person in charge of Qingdao's floor area, Yaya, borrowed a more popular word from the industry to describe the current situation in the flooring industry. "Not only now. It is necessary to open a store to enter the store, including sales channels for fine-tuned housing, home improvement companies, and home-based group purchases."

According to the author's understanding, the total floor consumption of the floor is certain, with little change every year, but the emerging sales channels have already severely diverted the market share of traditional sales channels, virtually increasing the operating pressure of floorboard manufacturers. In addition, the pressure of cost increase is still secondary. Due to the increase of sales channels and the continuous increase of storefronts, family-owned management, which is more common in the building materials industry, has been unable to cope.