2013 China Wallpaper Industry Development Trend

In 2000, the wallpaper industry entered a bull market. According to statistics, in 2009, there were more than 40 wallpaper production enterprises in the country; in 2010, this number increased to more than 90; by the end of 2011, there were about 230 wallpaper manufacturers. Over the past few years, the rapid growth in the number of wallpaper companies, people exclaimed: the wallpaper market landscape alone good?

The seemingly prosperous, in fact, hides a huge hidden danger: In 2010, there was some excess capacity in the wallpaper industry, and it is now even more serious overcapacity. According to statistics, the current domestic market demand and capacity ratio is 160 million rolls: 900 million rolls. Seeing these contrasting figures, people's minds must be able to think of the shocking scenes in which the wallpaper market fights each other. Will the wallpaper market be overwhelming, and how will the wallpaper market behave in the future? Go left and go right?

Interpreting the channel hierarchy chain We are still talking about the most basic channel hierarchy chain. The production of products from the production enterprises, usually through dealers, terminal links, and then reach the hands of consumers, the sales promotion policies given at each level, this is called the channel thrust; at the same time, the brand publicity given by the company to form a Purchase promotion is called brand rally. The gesture is as follows:

Through this channel chain, to analyze what the wallpaper industry companies are currently doing.

Zhilian Zhida found that there are more than 1,000 brands in the domestic 230 or so wallpaper makers. The reason is that most production companies have 2-3 brands, or even more; there are a number of brands seeking corporate OEM. It is not so much a brand as a symbol, or a name that seems to hold a certain meaning. The purpose of the company to do so is not to seek different consumer positioning, packaging different brand connotation, create different brand personality, but to seek more dealers in the same market. Obviously, the perspective of these companies only falls into the ranks of a dealer, and the channel chain that extends downwards is rarely considered due to factors such as ability, energy, or strength. How can you see the farther future of wallpaper in such a vision?

No wonder some people comment on the industry's new entrants, it comes down to the industry's low threshold. In fact, the threshold is only a relative concept. The level of the so-called industry threshold is closely related to the depth of the company's involvement in the channel chain, which means that the nodes controlled by the enterprise are different from each other in the channel chain. If the company is only positioned as a manufacturer, then the industry's threshold is only the basic cost of the production line, the minimum is the cost of an ordinary production line, how to prevent the industry feel that the threshold is low, but if you follow the channel chain and gradually control the terminal, Serving consumers, then this greatly increases the barriers to the industry, and new entrants are also deterred because the threshold is no longer low.

Therefore, in the wallpaper industry, enterprises that are determined to develop for a long time should always think about the issue of how to raise the threshold of competition in the industry. This must be considered along the channel chain, and there will be further control of the company's channels. At present, most companies are the first step, that is, companies looking for distributors to sell, provincial or municipal agency. Enterprises or dealers are all "big wholesale" ideas, using the twice-yearly main wallpaper exhibition to achieve "big wholesale" goals. The scale of the exhibition has been expanding year by year, and the exhibition company has laughed, but the exhibitors are frowned upon. The exhibition can save market development costs, but in a sense, the exhibition is a sign that the industry is immature and the threshold is low. After a certain scale, the more prosperous the exhibition is, the more worrying the prospect of the industry is.

When the number of wallpaper manufacturers was small a few years ago, the game between the terminal and the manufacturer was in a disadvantageous position, and the terminal was compelled to obtain a complete version in order to obtain the manufacturer's version. A few years later, it is true that the saying goes, "Feng Shui turns around." Now the status of the terminal has been greatly improved, and the factory version is polite. It is impolite to shut out directly. Why is the terminal so bullish? The terminal can choose to increase the number of factors for the time being. The key is that the terminal is the last and most important part of getting products from the manufacturers to the consumers. Like the water flow, the channel chain flows from the dealer to the terminal and finally to the consumer. Therefore, some manufacturers with a sense of foresight recognize the importance of the terminal and begin to stare at the terminal. Terminal chain operations and brand franchise models spring up, and even factory-controlled terminals and direct-operated terminals have begun to emerge. These pioneering ones have already gained a lot of advantages in the market, gradually formed some brand accumulations, and created certain market barriers for competitors.

Manufacturers look at the terminal scenery, in fact, the terminal's life is not easy, because the terminal also depends on the consumer's face. If the consumer demand is not effectively pulled, which means that the water flow is not smooth and there is blockage, then the market will eventually be fatal.

Who can best determine whether the industry is flourishing or not can be seen from here, that is, consumers! The ultimate enterprise needs to impress consumers. Companies can impress consumers with two kinds of power: on the one hand, they come from upstream channel thrusts and terminal sales promotion; on the other hand, they build and promote consumer brands and form a publicity force for consumers.

The setbacks experienced by the wallpaper industry, once caused by the product itself, are likely to cause problems such as yellowing and Alice. As a result, just after the start, they were mercilessly abandoned by consumers and the industry experienced a major downturn. From the more than 200 at the time of the climax to only a few of the remaining 10 companies, the misfortune of the industry, experienced people should still have a fear. The frustration experienced by another experience was related to the rise of paint, the convenience of paint construction, wear resistance, durability, and other advantages. The result was also frustrated in the competition with paint. Foreign paint brands such as Nippon, Dulux and other large-scale entry into the domestic market, they greatly exceed the wallpaper in the promotion and marketing of the fine operation, the wallpaper defeated in this battle, but also suffered a cold encounter with consumers.

Until now, due to the backwardness and immature production technology of the early-rising products, the quality of the wallpaper is not enough, and the products are not environmentally friendly and other factors no longer exist. Therefore, the overall market size of wallpaper will not show a big decline.

The wallpaper industry is such that even some of the current fast-growing fast-moving goods industries have been the same. For example, the early development of the health care products industry is strikingly similar to the wallpaper industry. The difference is that the current health care products industry brand has basically formed, consumers tend to be more rational, the market has entered a stable growth pattern.

The development of Chinese health products has caused two industry shocks in history due to false propaganda and exaggerated propaganda. One time was the death of three old oral liquids in the mid-1990s. This caused consumers' mistrust of health products and the industry has shrunk dramatically. Another time was the over-hyped publicity of health care products. With the strict supervision of the state and the slander of the media, consumer mistrust fell into a trough and the industry was paralyzed. In recent years, as consumers have a rational understanding of their own health care, and the consumer's mind has matured, the health care product market has gradually recovered and entered a rational stage of development. The illustration is as follows.

Therefore, as long as there is consumer demand, the product does not have a deadlock, no matter how fierce competition in the industry, the industry will not fall, but the distribution of the number of cakes between enterprises is different. However, if there is no further into the consumer and the consumer's consumption knot is solved, the industry will no longer develop rapidly.

To open the wallpaper, the consumer's heartbeat industry must be long-lasting, and ultimately it must also satisfy the consumer's demand for products and solve the problems consumers encounter in product purchase. Solving the pain of consumers, it opens the hearts of consumers, and the overall demand of the industry will increase.

Due to some problems that may occur in the construction and use of wallpapers and factors such as higher wallpaper prices that still plague consumers, so far, wallpapers are still a “luxury product” compared to other home improvement materials and are not a necessity. Only some of the necessities of hotels, hotels, high-end communities, hardcover rooms, etc., which are based on tooling, the proportion of ordinary household consumption has almost no growth, wallpaper is far from entering the homes of ordinary people.

So, where is the current consumer spending relationship for the wallpaper industry?

1. The higher the price of wallpaper is, the higher the production is, the gross profit obtained as a production enterprise is not high, and most of the profits are caused by the high terminal retail price: the price of domestic products is generally 3-5 times of the purchase price, and the price of imported wallpaper products is generally It is 5-10 times. The arrogant gross profit caused the retail price to be so "shocking" that consumers could not be discouraged. The terminal will also say that its own hardships are: “The rent is high. There are fewer people to buy. The price is not high.” The high retail price has resulted in a reduction in consumer purchases, and a vicious circle has formed. Chicken is still a chicken-and-egg circle.

In fact, the fundamental reason is that the retail price is so high that consumers do not dare to use wallpaper. According to the survey, many people's first reaction to the price of wallpaper is that they are more expensive than coatings, but expensive is too far off. Consumer psychology still needs to be considered. After all, wallpaper can be replaced by paint. It is not a "necessity" for the decoration, and the wallpaper may be "streamlined" by the decoration.

2, the price is not the same as the price of the standard terminal products, consumers are worried about being cheated and slaughtered. Some "savvy" shop owners also have "targeted prices" because they come to shoppers who dress differently. How can consumers be reassured by the appearance of this? How can consumers be assured? Consumers say “no” is the best answer to such questions.

Just think, if we find that the price of the clothes we just bought is very different in other places, what will we do? We must feel a little embarrassed, think that there are too many cats, even some sense of utmost, so how can we make him the next one? Consumer friends to recommend it?

3, wallpaper construction problems "four points wallpaper, paste six points", wallpaper construction is a very important part, different levels of construction directly affect the performance of the product's performance, and even cause a judgment of product quality, so some of the selected products The consumer will also make some negative comments on the wallpaper due to the "improper" performance.

4, wallpaper maintenance and service life issues Wallpaper is not a standardized product, many consumers in the purchase of products, many worried about the length of their lives, and the general terminal is to give some vague promise, and even if the wallpaper out some There is no way to repair the problem.

The consumption of these wallpapers has, to a certain extent, hindered the consumer's perception of wallpaper and formed a barrier to consumer purchases. If the industry can make a difference in these areas, the bottleneck of industry growth will surely be broken because of this. Is the final key link in product sales.

Many industries in China began to be “stuffed with bees.” With the advancement of the marathon long-distance running, enterprises have gradually become divided. Quick-money-seeking companies have begun to run faster, but after all, this game is more endurance than long-term thinking. Step by step companies gradually become the leader of the game.

Regardless of the fierce competition in the current wallpaper industry, there is still a large space for the overall market capacity of wallpapers. The increase or decrease of wallpaper companies is a normal development process, and the industry’s prospects continue to be seen for some time. This is because whether it is compared with some developed countries abroad, the domestic wallpaper ownership rate is so low, or the continuous progress of the country's urbanization construction, has determined the prosperity of the wallpaper industry.

There is no lack of wallpaper in the country, and the lack of development and guidance of demand. Through the above analysis of channel hierarchy chain and consumer factors, many corresponding solutions and strategies can be extended.

1, the creation of consumer brands In the home building materials industry, most of the subdivided categories, such as tiles, flooring, etc. have entered a relatively reasonable brand layout stage, the brand pattern is basically formed. Wallpaper is one of the few categories in this category that does not form a consumer brand.

It also hopes to build a consumer brand, but it has started to fall behind in terms of cost investment and promotion in the early stage. Many companies are mostly foreign trade minds, considering the return is short-term, and hope that no one can be recovered in a very short time. It is true that companies must survive and make money, but brand building is a gradual process that needs to be interlocked and step by step. Want to share the unlimited benefits of consumer brands, but you can't wait. Isn't the brand castle in the air?

Now many companies' brands are just a name, even a name that consumers do not know after using it. Where is this brand? The key of consumer brand is to convey to consumers the perception of brand positioning, brand personality and brand connotation. Without brand consumer perception, brand is just a mouthful of self-entertaining vocabulary.

In particular, the creation of a brand is not merely a large-scale advertising campaign. At present, it seems that large-scale advertising is inappropriate and somewhat advanced. Brands can be built through terminals, while also adding some brand stories, setting up some landmark projects, forming benchmarks, and so on.

2. Brand franchise stores need to work hard. There are also some franchised brands on the channel. Some are mainly foreign high-end brands. They are unified from the store's image to the terminal's display and selling price, but the price is very high. Most of the other "specialized stores" are just hanging doors. Not only are the products not "franchised", but they are also unable to find commonalities among the stores, let alone unified retail prices and management. Therefore, companies must establish a unified terminal impression for consumers. They must also work hard to develop a set of output from the terminal location, store decoration, product display, store management, sales skills, single store business to the store's continuous sales. A set of "fool-type" tools, to really help the "specialized store", so that more franchisees "make more money, make money faster, make money for a long time, make money province (heart)", rather than the current loose, ambiguous Cooperation mode. To establish a set of service systems and standards, to achieve a completely unintelligent dealer quickly become the industry's experts as the ultimate goal.

3. Strengthen the after-sales service to consumers Good service will be more and more important in the future market competition. Haier will rely on service to win the “sincere and forever”. Although it is different from the wallpaper industry, its service consumers The ideas are the same. After the wallpaper market gradually matures, the competition for after-sales services will gradually emerge. The consumer's service is an important competitive advantage to establish differentiation.

The wallpaper company realizes this process through the sales terminal. Through close cooperation with the terminal, it considers the service contents that can be realized including close-range logistics services, creating a professional wallpaper construction team, a unified warranty commitment, and quick quality problem solving. A detail can have a lot of articles to do.

4, to strengthen the creation of the network platform to bring the network, more is to think of e-commerce, in fact, this is only one aspect of the network. The Internet is not only a sales channel, but also a media role. It is an important aspect of consumers' understanding of the brand. More and more consumers like online search or "Baidu," so the wallpaper company needs to manage and apply these consumer habits.

Once a company’s website is well established, it often turns into a stagnant water that has not been renewed for many years. Apart from propaganda that “the king’s mother sells melons and boasts”, there is not much valuable information, and few consumers visit it. Wallpaper companies should build a networked platform to enhance the interactivity and readability of the Internet through consumer interactions such as design evaluation, flower type evaluation, decoration experience, wallpaper use effect display, and best decoration effect selection. At the same time, it also serves as an information management platform for collecting wallpaper consumer information, and collects related consumer information, which can be digested, organized, and absorbed, and applied to product design, terminal management, and consumer services.

The new network model, such as microblogging marketing, is the trend of the entire social environment. For some emerging models, individuals feel that they can try.