Cost and competition pressure double pressure on the floor industry

In 2011, due to the increase in raw materials and the increase in the control of the property market, the over-capacity flooring industry is facing difficulties. At the same time, as the United States "double anti-" survey announced the results of preliminary ruling, the export market was blocked further competition in the industry, further limiting the profitability of floor companies. At the annual meeting of the floor professional committee of the National Wood and Wood Products Circulation Industry Association 2011 held on April 10, the person in charge of the participating companies stated that although facing fierce competition, the floor companies still dared not easily raise prices.

Industry claims

Stores incorporated into the sales system of the production company

Zhao Jianguo, President, Jimei International Home

As a home store, we need to do a good job for the flooring manufacturers. This year Jimei has put forward a clear slogan to satisfy the merchants. First of all, we must increase awareness through promotion. For those who are doing promotional activities in Jimei stores, they will receive a subsidy of 5,000 for 50 passengers through major media campaigns, a subsidy of 10,000 yuan for more than 100 guests, and 200 people at a time. The above subsidy will be 20,000 yuan to achieve the goal of jointly increasing passenger flow and sales volume.

I am still thinking about a problem. In recent years, the floor industry and the shopping malls have developed rapidly. The venue suppliers always hope that the rent will be higher, and merchants want lower rents. How can we solve the long-standing contradiction between merchants and businesses? I believe that in order to achieve a leap in the way of business, we will bundle benefits together through joint management and we will become part of the sales system for floor production companies.

Advantageous resources are concentrated in brand enterprises

Liu Shuozhen, Living House Floor Chairman

At present, the degree of concentration of the flooring industry is not enough, and the intensified competition may promote the integration of the domestic flooring industry and concentrate the advantageous resources on the brand enterprises. In the long run, the formation of a number of large-scale flooring companies with core competitiveness is the premise and foundation for Chinese flooring companies to participate in domestic and international competition.

Market competition prompts industry reshuffle

Liu Xuan, General Manager of Jinglin Softwood Flooring

2011 will be the most difficult year for Chinese wood flooring companies. The current status of wood flooring in China determines the brutal competition of the industry this year, and has started the brand cleaning. I think the current Chinese wood floor market is a "productive giant, brand dwarf", none of the wood floor brands is a real big name, and no one market share exceeds 10%.

Brand floor development

Zhang Enhao, Chairman of Jiusheng Flooring Co., Ltd.

Diversified brand flooring, mainly in the field of wood products. The floor industry itself is very small, and it is not a high-end industry. On the one hand, development is certainly difficult. For the past few years, Jiusheng flooring has also decided to focus on solid wood flooring, making solid wood flooring fine, specialized, strong, and big. However, it is still difficult to make it bigger. Now we have to expand the direction of strengthening the floor and solid wood laminate flooring. It is inevitable and necessary to expand some categories in wood products. The next step is also diversification in products rather than diversification of enterprises.