On the road to spring, the wallpaper industry has encountered more ups and downs than its competitors. After undergoing several "turning horses" style transitions, this category is accelerating into the fast lane.

Wallpaper attack: 10 years, 200 million!

At the end of March, when CCTV celebrity Cui Yongyuan attended the press conference of his friend Liu Yan, he admitted that he had accepted a ten-year contract for a certain home brand, valued at 200 million yuan. This caused a great uproar in the industry, and the “Golden Lord” Earth Guardian quickly became a public The focus of attention.

This is the biggest marketing campaign in the wallpaper industry in recent years. Prior to this, the ** environment of mainstream wall coverings was almost "one-sided" to the paint industry. According to rough statistics, in the past two years, over a dozen paint brands such as Dulux, Nippon Paint, Three Trees, Bartex Paint, Zhuang Dian Paint, 3A Paint, Chunghwa Pearl Paint, and Mingshida Paint have been on multiple channels of CCTV. With various types of advertising, paint brands can also be seen frequently on highways and outdoor billboards in major cities.

In contrast, the wallpaper industry is a bit quiet and rarely exposed in the media. In recent years, as consumers have increased their aesthetic demands for home furnishings, wallpapers have become popular and many companies have regrouped to reach a consensus of expanding the market cake and seizing the beachfront.

On Protracted War: From 3% to 8%

Despite the fact that there are no earth guards spending 200 million huge amounts of money, industry brands have also been spared no effort. In recent years, Ouya wallpaper implanted "exchange space", Magnolia, Titan have landed in CCTV one after another, aiming at price chaos, Rouran wallpaper launched a unified national price, in order to break the wallpaper "high price", "easy to tide" and other intrinsic impressions, Ruibao wallpaper launches "Beautiful Home Furui wallpaper full shop sports", 80 square meters whole room paving minimum only 7800 yuan, at the same time put forward "no perfect score products, but out of service" point of view, pointing to the crux of the problem from the shop The equipment is not professional.

Driven by these mainstream brands, the wallpaper industry's market share has gradually risen from the low of 3% to 8%, and the consumer groups have gradually expanded from high-end apartments and villas to ordinary houses. Among them, more than 80% of consumers will wallpaper For partial decoration.

“The market potential of the wallpaper industry is far more than this,” said Ren Changqing, secretary-general of the China Building Decoration Materials Association. He has introduced to the media that in Europe and the United States, the wallpaper usage rate has reached more than 50%, and the Japanese and South Korean countries have even reached 90%. It shows that there is a huge space in the Chinese wallpaper industry. Of course, this requires a process.

Development reasons: brand growth, demand blowout From the Hunan wallpaper market point of view, many businesses have said that the sales of wallpapers are increasing year by year. “Only for our brand, the sales volume is basically increasing at a rate of more than 20% per year.” A wallpaper merchant in Yingmen Building Materials Furniture Plaza stated.

As for the reason for the growth, the merchant believes that it has been difficult for the wallpaper to be popularized in the mass consumer market because of the high costs of technology, design, and production. But the growing economic environment and rising consumption levels, as well as consumer demand for home aesthetics, have successfully eliminated price limitations. In addition, some big brands pay more and more attention to brand building and product research and development, and constantly improve product performance. At the same time, they also focus on improving service quality and eradicating product problems caused by installation, so that consumers do not have to worry about. This is the reason why wallpaper sales increase year by year. .

According to the data on home circulation brands, at the current mainstream stores such as Red Star Macalline, House of Existence, and Xiyingmen Building Materials Furniture Plaza, the proportion of wallpaper brands accounted for nearly half of the sales of paint and diatom mud brands. In terms of data, the sales of wallpapers in high-end and high-end stores have been equated with coatings. A statistic from a home improvement company also shows that 47% of modern decoration families want to choose wallpapers to decorate the wall, among which the majority are young consumers.

Wallpaper is like the original floor, can be transformed from luxury goods to consumer goods, change the paint a unique situation, become the mainstream wall decoration.