Reinforced flooring with low threshold, low cost and high market awareness has always been the mainstream consumer in the flooring industry. Reinforced flooring, which has always ranked among the best in market share, is facing unprecedented challenges. In addition to the "non-nutritive" price war, changes in consumption trends, declining sales increments and shrinking profit margins have all put pressure on brands that mainly make laminate flooring. Or spend some of their energy to transfer to solid wood flooring, or absorb more personalized categories to enrich the brand content, and all flooring brands are taking action to better survive and develop.

Laminate flooring is in decline

Even up to now, laminate flooring has been surveyed by sales area per square meter, and it is still the category with the highest domestic market share. So, why is it embarrassed in its development? For this reason, the heads of many well-known flooring brands all said that the problem is multifaceted and even more irreconcilable. Fierce price wars, lower and lower profit margins and changes in the consumption trends of some people have caused the sales increase of laminate flooring to decline significantly in the past year, and the brand's development spirit and speed have also slowed down.

Wang Qingqiang, director of Shengxiang flooring market, said that even with strong backing and capital, in recent years, in order to adapt to changes in the consumer market, the price of laminate flooring has been in a downward trend. The price is falling and the cost is rising, which makes the profit space reach an unprecedented low; Yang Nan, marketing manager of Golden Eagle Iger Floor, said that more and more economically powerful consumers are targeting solid wood flooring, which leads to strengthening The consumption level of the target group of flooring is more limited and more sensitive to price. It can be seen that it is not that everyone is unwilling to spend their energy on the laminate floor, but that many market factors have forced merchants to extend their tentacles to other parties. And how about imported flooring? Zhong Hongwen, chairman of Germany-China EGGER flooring, which is famous for producing ultra-environmentally-friendly laminate flooring, said that in addition to environmental protection issues, laminate flooring usually attracts consumers by appearance. Therefore, dozens or even dozens of new suits are indispensable every year. The development of new products is undoubtedly a pressure for some brands with limited strength.

Brand merchants turn their attention to solid wood flooring

The laminate flooring market is becoming more and more difficult to do. If you do n’t make frequent changes, you can only wait for death. This also makes many flooring companies have to adjust their pace and extend their tentacles to solid wood floors with increasing momentum. Miss Yu, the head of the marketing department of a well-known flooring brand, revealed to the author that the sales statistics of the brand in the first half of this year have just been released, and the increase in laminate flooring is not as good as before, while solid wood flooring has surpassed it and jumped to the top. In addition, Miss Yu also said that their laminate flooring has been relying on new products such as leather-like bricks and marble-like series in recent years to stabilize the market. Guangxin products will be sold in dozens of products every year, otherwise it will not be able to meet consumer demand and it will be more difficult to fight against solid wood Cork and other flooring categories are challenged, so there is a lot of pressure.

In terms of whether to adjust the product structure of reinforced and solid wood flooring, some brands are reluctant to publicize it with great fanfare, because this may strengthen the influence of market consumption orientation. However, after repeated inquiries, some merchants still acknowledge that with the change of consumption tendency, brands are gradually adjusting their product structure to adapt to the market. Wang Qingqiang made it clear that production must revolve around sales, strengthened sales are declining, and solid wood is on the rise. Therefore, the current ratio of Shengxiang flooring to solid wood flooring is 6: 4, which has already strengthened the production of solid wood categories; Yang Nan said that Golden Eagle Iger was the first to strengthen, but because of the potential of three-layer solid wood flooring Therefore, the focus of development was gradually shifted a few years ago. At present, solid wood flooring has become its main category.

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