Solid wood flooring will rise in price in September

In the first half of this year, the current status of the Nanchang flooring industry can be described as “cool and anxious”. Throughout the market performance, since the beginning of the “3.15 War” at the beginning of the year, there have been several direct buy-in activities on the floor every month. Merchants have resorted to various means to stimulate the market to encourage consumption. Workforce hurts, but in exchange for low investment returns, there are signs that the market recovery period has not yet arrived. Even so, the merchants are still unwilling to "lonely", and they have divided the market cakes against the trend. The competition is fierce because they "immediately die." This made the floor price remained stable in the first half of the year. But the good times are not long, by the shortage of solid wood raw material resources, imports difficult phenomenon, solid wood flooring prices will increase in the second half. Due to tight supply and limited cost, small and medium-sized brand floors will gradually lose market share, and their survival will be even more difficult next year.

On August 5, the reporter interviewed the person in charge of the Jiangxi area of ​​the floor of the elephant, nature floor, and the world of friends, and talked about the current dangers and opportunities in the flooring industry. From the aspects of market sales, brand competition, industry segmentation, etc., we have an in-depth understanding of the development trend of the Nanchang flooring industry.

Zhang Zhi, general manager of nature flooring in Jiangxi Zhang Zhi flooring "solid wood" is a big trend, the price more expensive In the first half of 2013, Nanchang floor brand combined with their own strength, have action on the market. Zhang Zhi, General Manager of Jiangxi Nature Flooring, analyzed the market performance and said: “There are many activities in the flooring industry this year, but the market recovery is not obvious. Changes are in the second half of the year. Due to factors such as shortage of solid wood raw materials and rising labor costs, solid wood products will More and more expensive, the market structure will change, and the flooring is 'solid wood' is a major trend. "Therefore, "solid wood flooring prices will skyrocket in the short term and will begin to appear in September."

In the face of today's lukewarm market, the price increase of solid wood flooring will give the market another splash of cold water, and Zhang Zhi seems not to worry. “This is a good thing for large floor brands with stable sources of supply and harvesting rights. The hard-to-find brands are small and medium-sized brands. Their solid wood resources are in short supply, their follow-up resources are difficult to keep up, market share has shrunk and they have withdrawn from the market.” Zhang Zhi believes that wood The rise in the status of the floor in Central China, the market has a large amount of possession, even if the price rises, it will not lose the market, but will become more and more mainstream. “This is related to people’s consumption levels and consumer attitudes. Today, the provision of solid wood floors at home is not only a symbol of economic strength, but also a reflection of taste and texture.”

Zhang Zhi believes that Jiangxi is a major consumer province of wood flooring, with 90 square meters of houses and almost 50 square meters of floorboards. The floor market cake is growing every year, and 40% of the market is occupied by small and medium-sized brands. “Big brands suddenly squeezed small and medium-sized brands under unrealistic conditions. Affected by the environment, I think it is very difficult for small and medium-sized floor companies to stick in early next year.” The reason, Zhang Zhi analyzed: “There are many types of products for small and medium-sized brands, but The influence of the brand is not great, and the development of online channels and stores is not sound. They can make money, but if the upstream adjustment, they do not have high-profit products to support their own development."

As a real estate downstream industry, the domestic large-scale urbanization process will provide many opportunities for the flooring industry. “Environmental protection and health are the development trends of the industry. All floor brands should cater to this trend. Our new APG series of natural soybean gum series reflects this.”

Li Xiangsong, head of Shengxiang Floor Jiangxi Province, needs to establish a transparent sales mechanism to stabilize the floor of the flooring industry. In this year's Dalang Esha's market environment, he stands in the market competition with his own unique management style and philosophy. City pull out of the village. The current floor market is to win by quantity or by quality. The development of the flooring industry so far, the market is facing changes in what direction?

"Jiangxi's floor market this year is not like doing business, but rather 'grabbing' business." Li Qingsong talks about the "price war" in the market, which seems a bit frustrating. “Over the past few years, the floor industry has developed into a horn-shaped tube, and the overall scale has continued to expand. This year, the overall scale has continued to expand. This year, it is straight-tube-shaped and the scale has not been expanded.” Li Qingsong thinks that the market capacity is limited, and the consumption period of floor products is long. To stimulate the market consumption, it is necessary to stimulate . Therefore, this year the flooring industry has waged a "price war" to stimulate consumers' desire to buy.

"Actually, consumers need more cost-effective than blindly pursuing low prices." Li Qingsong broke the word and poked the market for short-term development. “The past 10 years have been a golden decade for the rapid development of the real estate industry. The flooring industry in the downstream industry has also developed rapidly with the east wind. The demand for the market infrastructure is large, and the entry threshold for the industry is low, resulting in the rapid expansion of the floor brands and the quality is uneven. ."

Speaking of the floor market in the first half of 2013, Li Qingsong believes that the floor prices in the first half of the year have dropped and the overall situation has been relatively stable. As a part of the industrial chain, the role of raw materials in the second half of the floor price increase will be reflected in the promotion of products and services. Enterprises should consider consumer demand more. "Buying a brand is a cost-effective method. Around 2005, there were more than 3,000 flooring brands that were named in the country. However, due to the regional development trend, the market continues to eliminate inferiors, and brands that can stay and grow are not. many."

It seems that everyone knows that consumers must shop around to make the final decision. Why do we want to shop around? "The merchants did not reveal the reserve price. Consumers don't know how deep the water is, and they can't confirm the price/performance ratio. They will bargain and contrast several brand products." Li Qingsong said that price is the focus of transactions that cannot be avoided. Covering and letting consumers guess is not as transparent as the bottom. “We hope the flooring industry will establish transparent sales as soon as possible, and pursue the overall cost-effectiveness of the products, so as to increase brand influence and sales volume.” In this regard, St. Vincent flooring has been practicing “pricing sales” to optimize the company’s internal environment with a transparent mechanism. Product prices are stable and attract consumers.

Xiyou Floor, General Manager of Jiangxi Xie Xinjian In the next three years, the number of floor coverings in the home improvement will mention the performance of the floor market in the first half of this year. Xie Xin, general manager of Nanchang World Floor, uses the word “dismal” to describe. “Customers are more rational, brand awareness has increased, labor costs have risen sharply, and rents for stores have risen, leaving the entire floor market flat.” Xie Xinjian even joked: “We are not as good as the income of floor-mounted workers.” Exaggerated, but the degree of market luster is evident. Big price wars between brands and low-cost marketing activities. In this regard, Xie Xin reluctantly said: "If you don't do activities, you will die. If you do an activity, you will die."

Xie Xinjian told reporters that he had been to Nanxun some time ago, and many small brand factories on the floor had closed down. This trend reflects the atmosphere of the floor market, Nanchang market is not much better. “The floor sales are in the form of all-inclusive packages, package delivery packages are installed, and the profit space of companies is getting smaller and smaller.” In the second half of the year, the traditional peak season, floor sales will usher in growth. In this regard, Xie New seems quite confident. At the same time, due to the shortage of resources for solid wood raw materials, the prices of solid wood and solid wood composite floors are very obvious. “Our brand of a longan solid wood floor has gone up by 11 yuan/square meter.”

Talk about the current prospects of the flooring industry and how companies should adjust their own development. Xie Xinjian said that the development of the flooring industry is increasingly focusing on low-carbon, environmental protection and health. “The concept of “10 Years of Warranty” has been launched by our WorldFriends Floor and it is the industry’s first initiative. It tells consumers that our flooring is environmentally friendly and of good quality.” Xie Xinjian concludes that as a flooring brand company, it will enhance services when reshuffled in the market. Environmental protection and brand building are wise.

“In two to three years, the floor will occupy more ceramic tiles than household tiles. Although the home improvement is currently tiled in the living room, dining room, balcony, kitchen, bathroom, and other areas, the floor is only in the room, but the concept of consumer spending is constantly refreshing. More and more people are aware of the advantages of the floor being cool in winter and cool in summer, and the area occupied by the combination of floor-standing and home-improvement will continue to increase, and it will be only a matter of time before the floors occupy the mainstream of the market.”