[Point solution] China floor fashion route evolution

“If the fashion floor of the past is that consumers can only select finished products in the market, then the Creative Cube Series can enable consumers to create more personalized living spaces through their own re-creation.”

Perhaps precisely because of this revolutionary innovation, the innovative Rubik series has just been listed on major floor stores across the country and has received intense attention from consumers, home improvement designers and other floor manufacturers. What is most inspiring is that the floor elements based on squares and rectangles relieve the constraints of the traditional floor shapes, allowing consumers to freely combine designs according to their own ideas and assemble their favorite graphics.

China's Flooring Dictionary China's Flooring Dictionary - This is a definition of a living home by a senior expert in the flooring industry. In addition to antique flooring, a large number of wood floor products, including engineered floors and innovative individual floorboards, which were sold on the market, were successfully developed by Life Home Company and were first sold in the Chinese market. The imitation of the major floor manufacturers has promoted the popularity of these new flooring terms.

Behind the creation of the new terminology of this series is the continuous product innovation of the living company, which is totally different from the widely questioned concept packaging and speculation in the wood floor market. Every living house artist creates a new term for the floor, which means a The emergence of a differentiated product. At present, there are more than 200 varieties of wood flooring products sold in the market. In addition to creating a stylish flooring market, the living family's greatest contribution to the flooring industry comes from the research and development and the promotion of solid wood laminate flooring. Living home company uses its first pre-compression stress technology, while retaining and improving the natural, beautiful, comfortable, environmentally friendly, elegant and other properties of solid wood single floor, it also makes up for the solid wood flooring easy to deform, easy to crack, large color difference, price High disadvantages, and a significant increase in the utilization of timber resources. Now, solid wood multi-layer flooring has become one of the three major categories of mainstream flooring juxtaposed with solid wood flooring and composite flooring.

Life Home’s powerful new product R&D capabilities stem from huge R&D investment. It is understood that in recent years, living homes have spent more than 3% of their operating income each year on R&D, and have been increasing year by year. This proportion is far higher than China's top 500 companies. The average ratio of R&D expenses to operating revenue is 1.32, an average of 1.32%, which is equivalent to an average of 3% to 5% of the world’s 500 strongest companies’ R&D expenses. Level.

Mr. Liu Shuozhen, chairman of Life Home Company, frankly stated that the driving force for continuous innovation of living families comes from two aspects: a relay from the market and consumer demand; the other is the thrust of imitation from competitors. However, the latter force accounts for a larger proportion. Because "they really imitated it too much and it was too fast. The current size of the family is not big enough. The reason why there is a certain right to speak in the market is because we are different from others. If we can't run If others are faster, then they will soon lose their current market position."

Faced with the problem of non-standard movements in the domestic fashion floor market, life homes have focused on creating and expanding markets. At the beginning of 2009, the living house teamed up with the iconic floor to release the first “floor trend report” in China. This guides consumers to deepen their understanding of the stylish floor and engage in rational consumption while stimulating more wood flooring manufacturers to foresee and grasp the market. The trend is to produce products that have market demand. This report attracted the attention of related parties. The mainstream media at home and abroad, including the Xinhua News Agency, reported on the content of the report.

The magic of turning the Rubik's cube is that you can turn a Rubik's cube in a freewheeling state. You can never guess what a color combination is. According to calculations, even without considering the direction, one of the simplest third-order magic cubes will have a total change number of 43,325,003,274,489,856,000 (approximately 4.3*10^19) colors. Therefore, with the development of this category, The choice of consumers will be more full.

Living home is a creative cube in a rotating state. The secret of the new product's ability to grow geometrically is the cross-border combination, or it can refer to a biological concept called hybrid advantage.

In the living R&D team, in addition to a relatively fixed membership of more than 10 people, more participants come from outside. This includes both the godfather-level expert Wang Jun of the domestic flooring industry, the Mannington Design Advisory Team of the United States, and well-known fashion designers from France, professors from the Fine Arts Academy of Tsinghua University, and the famous domestic Baroque musicians, explorers, and travellers. With "life home" and other people who seem to have no connection with the flooring industry. What life families want is to jump out of the floor to see the effect of the floor. Many of the industry's unexpected product ideas are "hybridized" by a group of people who do not understand the floor.

Transnational cooperation is the source of product innovation energy for living families. Through cooperation with the international wood floor production and sales giants, especially the establishment of a strategic partnership with Malaysia's Sanlin Corporation in 2008, living families can not only use the international market and international resources to promote the development of corporate innovation activities, but more importantly, This expands its international perspective and can provide more forward-looking predictions for the development trend of the wood flooring industry, so that product innovation can have a more accurate sense of direction.

Living home's latest live home • Mannington's creative cube series is a typical cross-border, cross-border cooperation. This series of products draws creative inspiration from natural elements and revolutionizes the free assembly method. It consists of eight colors, mixes and matches freely, is flexible, simple, and artistic, and can satisfy the consumer's "I" art to the fullest extent. Pursue, help consumers express and achieve unique personal style.

If we say that the Baroque series allows consumers to achieve an upgrade from passive choice to active choice, then the series of creative puzzles allows consumers to achieve a leap from active choice to initiative. This can actually be seen as a concise version of China's fashion floor development.

Although the Creative Cube series products have just been listed, it can be said that the living company company has turned the creative cube of the fashion floor from the beginning. It is also the power of creativity that has driven the rapid growth of the performance of living families. Since 2006, living families have grown at a rate several times higher than the average growth rate of the industry every year, even in 2009, which was severely affected by the global financial crisis. Living home still creates a miracle of global sales growth of 50% year-on-year, and it has become a model for the counter-trend development in the domestic flooring industry.

Breaking the baroque on the development path of China's fashion floor, "Baroque" can be seen as an origin. Although the material life gradually enriched the Chinese people more and more attention to the decoration of the living space, more and more want to have their own unique style of living room, but until the end of the last century, people's choice of wood flooring, can only be in the material and color On the passive comparison and selection. Although there were more than 1,000 flooring companies at the time, the products produced were highly homogenized.

During a visit to Europe, Liu Shuozhen became interested in wood boards with marks of axe cut on some ancient buildings. These antique wooden boards, Liu Shuo-chen who has been pondering over how to make tricks on the wooden floor has found a breakthrough point.

After several months of trial and error, a hand-scraped antique wooden floor named by Liu Shuozhen as Baroque appeared on the market. Living House • Baroque flooring changes the appearance of monotonous, simple structures in traditional wood flooring. Significant adjustments are made in the plane structure. The fine-grained nicks of the panels bring about three-dimensional fluctuations. Classical, elegant, outgoing, expresses the human soul. Depth of desire for beauty.

In 2003, the living family obtained a national patent for antique flooring. At the same time, Baroque antique flooring has become synonymous with stylish flooring in the domestic market. Under the attraction and entice of huge market opportunities and interests, major domestic flooring companies have launched their own antique flooring. Surprisingly, the holders of the Chinese national patents on antique flooring did not use their patents to crack down on competitors. Liu Shuo-Chuan believes that the demand for stylish flooring by Chinese consumers is enormous. It is impossible to satisfy the market demand with the power of a living family. Therefore, living families should join hands with relevant manufacturers to create a market for Chinese fashion floors, so that consumers can share the personalized life brought about by corporate innovation instead of relying on patent fees.

As there is no patent dispute, major domestic flooring companies are letting their hands and feet produce and sell antique flooring. According to statistics, at present, antique flooring has accounted for about 20 of the high-end floor market. Antique flooring has become an important category of flooring products and has become a symbol of high-end flooring.