In the wake of the May 1st promotional season, many expected the frenzy to have subsided. However, during a recent visit to major flooring stores, it was clear that the promotional spirit had not faded. Brightly colored banners and posters still adorned the shop floors, and when approached for more details, most sales representatives simply replied with phrases like “the event is postponed†or “if you buy now, we can still offer the best discount.†With rising operational costs, flooring businesses are continuing to offer steep discounts in an effort to boost sales, even at the expense of their profit margins. But is this strategy sustainable in the long run?
The overuse of discounts has begun to make consumers wary. In the building materials market, many flooring products come with handwritten price tags or discounted labels, but it's often unclear how much the actual discount is. While there may be a so-called unified national retail price, the degree of discount varies significantly from one retailer to another, testing the bargaining skills of customers.
One consumer, Mr. Liu, shared his frustration online after a recent shopping experience. He had been interested in a particular floor and was told by the salesperson that he could get a 6.5-fold discount off the original price. This left him confused, as the product already had a visible price tag and was also listed with the Price Bureau’s approval. "Low discounts have made consumers increasingly hesitant to make purchases," he said. "They prefer clear price tags instead."
During the visit, the reporter noticed that nearly every flooring brand offered discounts ranging from 60% to 90%, excluding special items. For large purchases, further negotiations were possible. When asked about these practices, many consumers admitted they felt uncertain and lacked confidence in making a purchase.
Some shoppers expressed concern that the continued discounts after the May 1st holiday made them suspect that brands were inflating prices just to offer fake discounts. This perception has led to hesitation among buyers.
Industry insiders warn that the current pricing strategies and excessive discounts are eroding consumer trust. This loss of confidence could have long-term negative effects on the flooring industry’s growth.
Experts in the flooring sector argue that quality should remain the core strength of any brand. While promotions are necessary, companies should focus on more meaningful strategies beyond simple price cuts. They suggest that promotions should be tailored to different customer segments, based on the characteristics of the industry and the location of the store. A well-planned and executed promotion is not just a marketing tactic—it’s an extension of service and customer care.
Industry analysts emphasize that relying solely on price as a selling point is both irrational and unsustainable. Instead, flooring companies should enhance customer experiences, support brands that maintain transparent pricing, and guide consumers through better service, product knowledge, and design options. By doing so, companies can add real value to the market and improve the overall experience for both distributors and consumers.
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