Analysis of Development Trends of Flooring Industry in 2013

In 2012, real estate continued to control and protect the housing sector; the primary and secondary urban home markets gradually shrank; the demand for decorative building materials in the 3rd and 4th grade cities increased; the pattern of export enterprises changed as a result of double-anti-final decisions; The price and low-cost era are gone forever; e-commerce has become a new model for the development of the industry; mobile networks have spawned microblogging marketing for enterprises; capital markets have accelerated the upgrading of industrial chains; and the diversified development model of the industry has continued to advance. In 2013, what are the trends in the flooring industry?

The transformation and upgrading of enterprises is the inevitable way. The “Twelfth Five-Year Plan” is an important period for the structural adjustment of China's economy. 2012 is an important year for the implementation of the “Twelfth Five-Year Plan”. With the acceleration of urbanization, the central government will The implementation of the people’s livelihood policy and the implementation of the new poverty alleviation plan, especially the first batch of 10 million housing units of the Safeguarding Housing Project, were successively completed and completed, which has opened up the rapid recovery of operating dynamism for wood flooring in China and can steadily increase the hugeness of 15 to 20 years. Domestic market space. It can be foreseen that with the gradual transformation of China’s economic development mode and the gradual implementation of sustainable, steady and rapid development of strategic measures, in the next 1 to 2 years, China’s flooring companies will face market changes and higher costs in the new round of development. The grim challenge of staff turnover also provides a good historical opportunity for advantageous companies to merge, restructure, and upgrade. Therefore, we must change the mindset of processing and manufacturing, and accelerate the structural adjustment, equipment upgrades, and marketing network construction. We must adhere to technological innovation as a support, constantly introduce marketable products in response to changes in the market, and strive to improve brand building capabilities. Enterprises have become an inexhaustible force for excellence and strength.

E-commerce breaks the traditional marketing model E-commerce helps the traditional manufacturing industry to make all-round changes. The implementation of the consumer demand customization model is called “B4C”, emphasizing customer-centered two-way interactive communication. At present, there are more than 100 e-commerce websites for home building materials in China, which are roughly divided into four types: vertical transactions, platform-based shopping, online shopping malls, and comprehensive portal building materials. The vertical trading platform accounts for the largest market share and the fastest growth rate. In 2011, the transaction volume was as high as 40 billion yuan.

According to IBM's analysis, the next five years will be the rapid development period of China's e-commerce. The average annual growth rate of B2C market transactions will exceed 58%, and the average annual growth rate of B2B market transactions will exceed 37%. It is estimated that by 2015, the scale of e-commerce for home building materials in China will reach 205 billion, and the scale of online shopping will increase by 249%. The online purchase rate will reach 17.5%. The rapid development of e-commerce will certainly have a huge impact on the traditional management and distribution model. Flooring companies should focus on the operation of the network platform and build a “three-in-one” e-commerce model with brand displays, marketing channels, and service models that are compatible with them, and resolve possible conflicts between traditional channels and online sales channels. Dealers and distributors The business is transformed into a service provider, and the traditional B2C e-commerce model combined with the status quo of the flooring industry has evolved into a mode of combining O2O offline business opportunities with the Internet. The gradual integration of relevant elements of e-commerce and floor sales will inevitably lead to a new partner system, product display and trading system, distribution and installation service system, personalized customized design and construction service system, and a new floor and home production industrial chain. .

Innovation has become the mainstream of the industry Innovation is not a single technical concept. It is an act of entrepreneurs responding to changes in the market, grasping and leading the market, and continuously reconfiguring production factors. In the current situation where there are no signs of loosening property purchases, the impact of most flooring companies will not be reduced in the short term. If we want to highlight the encirclement and remain invincible, we must take the road of innovation to develop a new blue ocean. Flooring companies must closely focus on the market to carry out product innovation, technological innovation, market innovation, resource innovation and mechanism innovation, improve product environmental performance, increase investment in technological transformation, upgrading of equipment, and strive to reduce production costs, continuously improve product quality, and accelerate new products Development, timely launch of urgently needed products in the market, adherence to order production, provision of custom specifications, access to international and domestic related products and corporate certification, can be superior, strong, and steadily developed, from "Made in China" to "Created in China."

The data shows that brand recognition in the flooring industry is much higher than other industries in the building materials industry. In the next few years, the brand gap in the flooring industry will increase, and the market structure will shift from chaotic disorderly price wars to clearer brand competition. When the market develops to a certain level, the leading industry must be a large-scale enterprise with high degree of automation, large-scale customization, and standardized production. A few national strong brands will become market leaders. Cross-industry related brands will become new challengers in the market. A group of regional advantage brands will still be followers of the market, and more cutting-edge brands will act as The new generation of markets continues to emerge.

Break through technical barriers to create a green industrial chain China is the largest timber importer and the largest exporter of wood processing products. The rules of the game for international trade have all been set by developed countries such as the United States. China has encountered many cases of anti-dumping and anti-subsidy measures in the United States. The 26th double-counter case against China's solid wood composite flooring has only 242.2% of anti-dumping tariffs. The China Forest Product Industry Association organized related flooring companies to actively respond to the “defense defense” and achieved relatively satisfactory arbitration results.

With the entry into force of the U.S. Lacey Act Amendment Plant Regulations in May 2008 and the implementation of the EU Forest Enforcement Process Action Plan FLEGT, a series of technical barriers related to wood products have been introduced in the international market, which has caused tremendous export of Chinese wood products. pressure. China's flooring entering the international market must pass a series of certifications, such as system categories: management ISO9001, environment/ISO14001, safety OHSAS18001, etc.; product categories: Japan JAS certificate, European Union CE marking, US CARB certificate, etc.; Social responsibility: SA8000; Sustainable Development: Forest certification FSC, PEFC; Security: UL certificate.

Different countries have different standards for green products, but they all emphasize the characteristics of products that are conducive to human health and environmental protection. The World Health Organization (WHO) has announced that two thirds of the buildings in the world have harmful gases in the air, of which more than 64% are from wood products. Green environmental protection is an eternal development theme, and it is also a product concept that the flooring industry must adhere to. The development of a green industrial chain will become the mainstream business model for the flooring industry.

With the deduction of time, related corporate certification will in fact become an access permit for flooring companies to enter the market, and will guide Chinese companies to establish eco-home design concepts, reduce energy and resource consumption, reduce environmental pollution and carbon emissions, and use ecological concepts. Guide the whole process of the floor product production system, create "human-home system-environment" to harmonize with each other, and meet the constantly changing market demand.