What kind of path should the wallpaper industry take?

First, the status quo of China's wallpaper market 1. China's wallpaper in the use of low-end home decoration industry insiders said that foreign residents of the local stickers, no place to paint. According to statistics, the usage rate of wallpapers in Europe and America is about 50%, and Japan and South Korea are more than 98%, while China is basically only used in big cities, and the usage rate is only nearly 10%. It can be seen that China has huge market potential to be tapped.

2. Consumers' perception of wallpaper is biased and restricts the development of the industry. There are several deviations from people's understanding:

First, mistaken for not being environmentally friendly. People's understanding of wallpaper still remains in the 1980s and 1990s. A considerable number of Chinese consumers think that wallpaper is not as good as painting. The reason is that wallpaper is not environmentally friendly. China began producing the first wallpaper in 1978, a hundred years later than Europe and the United States, and two to three decades later than Japan and South Korea. The country did not effectively introduce foreign product environmental protection standards. From technology to raw material selection and the use of glue for pavements did not meet the environmental standards, resulting in wallpaper odor. People think that wallpaper is not environmentally friendly.

Second, mistaken for poor quality. The wallpapers produced in the 1980s and 1990s were unsatisfactory in terms of design, materials, and production. There were many problems such as curling, unreasonable flowers, monotonous colors, fading, and shoddy work, which made the wallpaper unacceptable to consumers. At this time, the paint represented by Nippon Paint began to enter the home improvement market in large numbers, and the wallpaper fell steadily. The entire industry fell into a trough.

Third, I mistakenly think the price is too high. The reason is that the wallpapers of the eighties and nineties appeared in high-end public places such as high-end restaurants, embassies, foreign-related restaurants, etc., and the consumers subconsciously positioned the wallpaper as "luxury goods." In addition, the wallpaper industry is subject to the kidnapping of channel dealers, dealers, and stores, and the price drop is not a factor that also affects the market's volume.

Second, the status quo of China's wallpaper industry After entering the 21st century, the development of Chinese wallpaper has once again entered the take-off stage. The wallpaper industry has achieved unprecedented development. Many Chinese home-made wallpapers have reached the world's advanced level in terms of design, production process, and environmental protection. According to surveys, about 60 percent of domestic 80-year-old decoration wallpapers are to be selected because their home taste and aesthetic awareness are significantly higher than those of their predecessors. Their independent spatial awareness, individuality, and fashion consumption concepts are all consistent with wallpaper quality.

More feelings, but also need to go to the consumer progress or store themselves, with visual and tactile to feel wallpaper and other wall decoration materials, using professional quality testing data to measure the environmental performance and safety of wallpaper. As for the price, there are thousands of square meters, but there are also ten dollars a square meter, three or forty yuan a square meter.

Adopting environmentally friendly processes and product formulas to ensure reliable environmental protection (including the use of starch glue to replace chemical adhesive paste wallpaper). In the decorative effect and practical functions, 500-1000 new products are introduced each year to make wallpaper design more It is tasteful, more artistic, fashionable, and more in line with the characteristics of individualization, which has effectively promoted the improvement of people's living quality, which laid the foundation for industry differentiation and high-end. In short, after years of hard work of wallpaper people, the quality, colors, varieties, grades and functions of Chinese wallpapers can be compared with advanced foreign wallpaper countries. Moreover, some wallpaper companies have surpassed some of South Korea and Japan in scale and strength. enterprise. Gradually replaced imported wallpaper in large-scale decoration projects, and the products are even exported to foreign markets. At present, there are about 600,000 rolls of wallpaper exported to Europe and Southeast Asia each year.

However, the wallpaper industry has also experienced “surprises” while it is making rapid progress. Some companies only saw the huge potential for development in the wallpaper industry. They were eager to divide the market cakes and blindly launched them, causing some problems. One of the main manifestations is disorderly competition. Wallpaper is a strong sense of cultural and artistic design products, there must be a strong concept of intellectual property rights, but the current domestic wallpaper industry is not standardized in this regard. The second is unbalanced supply and demand, excess production capacity. According to conservative statistics, the wallpaper production in 2010 was 160 million rolls, and the conservative estimate of the 2011 wallpaper production capacity was 280 million rolls, which exceeded the demand 120 million rolls, which is a very prominent issue.

Third, the future development trend China will be the world's largest wallpaper use country, is also the world's largest wallpaper producer.

The use of Chinese wallpaper is much lower than the average usage rate of developed countries, so the space for the development of the Chinese wallpaper industry is very large. On the other hand, the current production capacity of domestic wallpaper manufacturers is far greater than the demand, which is mainly limited by the volume. This is indeed a need to correctly understand and handle good conflicts. In the long run, there is indeed a huge space for development in the wallpaper industry in China. Therefore, some companies have flocked to the industry and have gone all the way. However, the current increase in market demand in China is slow, because market development and rising demand are not a matter of overnight. It is subject to many factors and requires a complicated process.

At present, there are several bottlenecks in restricting market demand:

First of all, the wallpaper is a product with high cultural and artistic design and high technological content. The price cannot be too low. The average living standard of our country cannot catch up with the developed countries at once, so the wallpaper usage rate in our country cannot be caught up.

In addition, the impact of real estate control policies last year, the entire building materials market has shrunk, wallpaper market will inevitably be affected.

Thirdly, a veteran has described the wallpaper industry as having too many manufacturers and too many products. However, customers have too little knowledge of wallpapers, and there are too few existing promotional channels. In recent years, our manufacturers have focused their efforts on catching up with the production levels of advanced countries while neglecting to nurture development markets. As far as the domestic market is concerned, the development of the high-end market is better than the low-end market. For low- and middle-income earners, high-end wallpapers cannot be afforded, and low-end and mid-range products are not assured.

Fourth, the price gap between the domestic wallpaper terminal market and the manufacturer's ex-factory price is too big, which is also an important factor that restricts the development of the market. Based on the above circumstances, it reminds the wallpaper companies not only to pay attention to the development of products, but also to focus on fostering the development market. In particular, the entire industry must join hands to solve the bottlenecks that restrict market demand. Again, just mentioned that wallpaper is a product that requires high artistic and design content, and which part is not perfect will lead to losses, and even affect the cultivation of the entire wallpaper market.

Two development trends:

First, the industry reshuffled. In the domestic wallpaper industry more than 30 years of development, there have been two shuffle. Each time it was a period of great development, the company swept to the top, and afterwards it was scouring the sand. Founded in the early 1980s, 200 companies have survived to today's only 15. In the past 5-6 years, the wallpaper industry has witnessed a rapid development and a new round of competition has begun. From the end-market sales situation last year, most of the stores were downgraded to varying degrees due to real estate control policies, but some big brands still maintained a 20-30% growth. On the whole, the wallpaper industry has begun to show polarization: some companies are forming brand effects; while some companies lacking competitive strength are being gradually eliminated by the market.

Second, the development trend is that the industrial brand accelerates its transition to a commercial brand. Just now, when we talked about a phenomenon, although some of our domestic companies have exceeded the large manufacturers in Japan and Korea in terms of scale and strength, most domestic consumers still lack understanding of the fine varieties and pollution-free properties of domestic wallpaper at the current stage. The low price and low quality of wallpaper are still fresh. A very important reason for this phenomenon is that most of the companies mentioned just now have been committed to catching up with the world advanced level in production and technology. The lack of experience in brand promotion and promotion has led to the current situation in our country. There are many influential industrial brands and less influential commercial brands.

At present, this industry has not yet formed a strong commercial brand. Therefore, building a commercial brand is of great significance to the development of the industry. It is an important measure to change the image of wallpaper in the minds of consumers and expand market share. Now many companies have realized that speeding up the transition of industrial brands to commercial brands is the only way for companies to become bigger and stronger, and it is also the only way we must go to a wallpaper powerhouse.