Analysis on the Problem of "Deep Water" in Solid Wood Flooring Industry

In recent years, as the rigid demand of the mainstream consumer groups in the society continues to grow, for the entire flooring industry, in addition to the market-based survival of the fittest, more and more prominent market segments continue to develop. Speaking of recent years, China's flooring industry's most popular flooring products category, solid wood geothermal floor products are well deserved, from the doubts of the early years, and now many companies have used it as the main research and development direction, solid wood geothermal floor products instantly become the mainstream trend of the industry . In order to grasp the mainstream trend of the industry and create a blue ocean for enterprise development, many flooring companies have invested considerable R&D efforts in the field of solid wood geothermal. In the entire flooring industry, more and more flooring brands have begun to produce and sell pure solid wood flooring, and among all the brands, there has gradually been a phenomenon of “three pillars”, and in this three-pronged market segment. Each floor brand has its own magical powers.

However, the concept of “water depth in the solid wood flooring industry” has also become a deeply rooted idea for many consumers. What makes everyone have such a concept? The author has his own opinion on this, and believes that the current solid wood flooring industry does have all kinds of hard injuries.

The solid wood flooring market lacks a strong leading boss

No company has a significant market share, and no single company can have a major impact on the development of the entire industry. Why is there such a situation? There are three reasons: First, the floor industry has a low barrier to entry, and the enterprises with good quality are everywhere. Second, the floor is a durable product, any single company wants to become a leading enterprise in a short time is difficult. Third, as mentioned before, the brand awareness of the company itself is too bad.

Solid wood flooring companies have weak brand awareness

The weak brand awareness of the company seems to have little impact on the industry, but it is precisely the immature performance of the industry. A mature industry, its top ten brands in the market generally generally around 70%, or higher. Only in an immature environment, the entire industry is still in a situation of chaos in the three countries. The melee industry is not beneficial to consumers or the company itself. Of course, there are also enterprises that want to borrow a fortune. The floor industry has to get rid of the commercial warfare means of price wars and defamation of others, and to spend more energy on brand building, it should be the whole industry needs to do. Many flooring brands have not spent much energy on brand marketing. They have been focusing on products, and now they are increasingly discovering the charm of brands, enhancing their brand awareness and creating more products for their products. The added value is also our top priority.

Original products of solid wood flooring are not valued

The “cottage” is common in all walks of life, but it is particularly evident in the flooring industry. What is the reason? Consumers have not completely gone out of the idea that the purchase of the floor is nothing more than "solid wood flooring is nothing more than the splicing of wood." Therefore, in the end who is copying, consumers simply don't care, they care more about wood and shape. Therefore, the style of plagiarism in the flooring industry is prevalent, and there are more than one brand plagiarized in the market. The living space of original brands is getting smaller and smaller. In fact, in the purchase of solid wood flooring, consumers simply emphasize the importance of wood, but often ignore the craft, even the same wood, the same shape, different crafts, will produce completely different flooring. Whether it is drying, painting, or splicing, the process determines the quality of the floor. The shape of the floor is easy, and the craft cottage is not easy.

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