Imported flooring has entered the Chinese market for less than 10 years, but with the increase of Chinese consumers’ purchasing power, rising economic income levels, increasing demand for pursuing imported brands, and the full promotion of operators, imported floors are on sale. Rally.

"The price of imported flooring is much higher than that of domestic ones. For example, a floor in Finland may cost more than 1,000 yuan per square meter, while domestically produced similar flooring may be only 2,300 yuan, of course, in terms of materials, workmanship, and quality assurance. Of course, the imported floor is certainly superior," a professional observer told reporters.

Chinese pattern of imported flooring

In fact, not all imported floors are of good quality. According to the information held by reporters, the current market has a good reputation, and there are not more than 10 import floors with strong corporate strength and long history of development. It may include Portuguese WICANDERS cork. Flooring, Belgium PAR-KY Flooring, Belgium QuickStep Art Wood Flooring, Finland KARELIA three-story engineered wood flooring, Canada LAUZON solid wood flooring, Austrian Dior floor, Germany GER flooring, Malaysia KEKEN floor, REGGAR Ron floor and so on.

Imported flooring is still a long way to go

Most of these floor companies do not choose to enter China directly. Instead, they use the form of agents to choose a powerful sales platform for authorization in the country. They are responsible for market operations and after-sales services. For example, they only deal in floors with imported brands. , Won the Portuguese WICANDERS, Belgium PAR-KY and QuickStep, Finland KARELIA, and other nearly 10 foreign floor brand authorization, becoming the largest imported floor operator in the Chinese market.

However, it should be five years ago, the floor has always been the world of domestic brands, nature, icon, Shengda, Anxin, World Friends, living home, Yangzi, etc., occupying more than half of the domestic market, in the middle and rich consumer market Rarely can you see the imported floorboards. A survey shows that for a long period of time, high-grade imported flooring is mainly for the relatively small number of rich people and celebrities, while some of the lower grades are not very competitive. Obvious imported floors are often difficult to support for a few years, and most of them are withdrawn from the Chinese market.

However, this situation began to change significantly in 2008 and 2009. At that time, import flooring dealers headed by Degao increased their marketing efforts and made new upgrades to the composition of imported brands. A large number of the world's top brands have entered China. For example, Portugal’s Amerin “Viccon” cork, Belgian “quick”, German Kono, Danish brokers, Finland KARELIA, PARLA, etc., have begun to penetrate the rich consumer groups and the middle class market. By 2012, imported flooring has occupied half of the high-end market.

Chinese style purchase

In many areas, imported products are often considered to be high-end products. Once they are labeled with imported products, they often sell at an embarrassingly high price. For imported floors, the situation is much more complicated.

“Not all imported floors can sell high prices, and some imported floors cannot be sold in the domestic market at all. Some prices are about RMB 4,500 per square meter, and the consumer groups are larger, while some are higher. May be more than 1,000 yuan per square meter, the consumer groups are relatively small. According to a long-term agent sales floor sales manager revealed.

The survey found that the price level of imported flooring is mainly related to the category, the price of laminate flooring is relatively moderate, solid wood composite flooring is preferred to mid-to-high end positioning, and pure solid wood flooring is a sky-high luxury product.

According to the person in charge of the introduction of high floor, such as Billy quickstep this type of laminate flooring, more than 400 yuan per square meter is common, and Finland Karelia three-story solid wood flooring is more expensive, this is the world's high-end solid wood composite brand, most of them are in each square More than 1,000 yuan, even as high as 2,800 yuan / square, using chicken wing wood, stalked mulberry, Ma Baomu and other valuable timber.

Due to the impact of the entire consumer environment, consumers' perceptions of imported flooring are similar to those of automobiles, luxury goods, etc. In the price range of RMB 2,300 and below, few consumers consider purchasing imported flooring, but at RMB 500. At the level of around, and above, the number of consumers who choose to import flooring is gradually increasing.

According to research, in the major categories such as solid wood flooring, cork flooring, laminate wood flooring, and three-story engineered wood flooring, laminate flooring is still in a more mainstream position. There are plenty of consumers in the middle class; solid wood flooring and three-layer wood composites. The floor plays a dominant role in the backbone, basically occupying the vast majority of the Pyramid's floor market; while the cork flooring is mainly favored by some consumer groups. The high Portuguese WICANDERS cork flooring is the most typical product.

It is worth noting that due to the concerns of domestic consumers about environmental protection and health, the level of acceptance of certain floors with strict production standards is increasing.

High phenomenon

Among the operators that currently import imported flooring, Degao, Nature, Bingmei, Dehe Family and others are relatively active, especially with high floors. They belong to the earliest batch of imported flooring specialists and have formed a very complete system of health products.

According to information provided by Gao De, the imported floor they now sell on behalf of includes Victaulic Wiccans Portugal, Quickstep QUICK STEP wood flooring, Finland KARELIA three-tier solid wood flooring, Belgium PAR-KY high-tech solid wood composite Floor, Canadian LAUZON solid wood flooring, Germany EGGER composite wood flooring, etc.

At the beginning of 2013, Tak Gao even released a series of new environmental protection standards and high-end imported flooring, and established a higher standard of environmental protection requirements for flooring, which has become a hot spot for a while. “To be high is to guide and nurture a kind of consumption orientation, that is, to allow more and more consumers with purchasing power to choose to purchase authentic high-quality imported flooring. This kind of purchase is very rational and requires the most stringent standards. Selection.” An industry analyst writes that we call it a “high phenomenon.”

The person in charge of Degao has other views. He believes that the prosperity of imported flooring in the domestic market has only just begun. Some very top national brands will bring a lot of thinking and will create a better life for consumers. The road is still long and there are still many things to do.