First, the status quo of the Chinese wallpaper market
1. Chinese wallpaper has low usage rate in home decoration and decoration, and has huge market development potential.
The insiders said that the local stickers of foreign residents, no one's place to paint. According to statistics, the usage rate of wallpapers in Europe and America is about 50%, Japan and South Korea are above 98%, while China is basically only used in big cities, and the usage rate is only about 10%. It can be seen that China has huge market potential to be tapped.
2. China's wallpaper has insufficient potential for mass development
There are several deviations in people's understanding of the development of the industry: First, mistakenly believe that it is not environmentally friendly. People's understanding of wallpaper is still in the state of the 1980s and 1990s. A considerable number of Chinese consumers think that wallpaper is not as good as painting. The reason is that the wallpaper is not environmentally friendly. China began producing the first volume of wallpaper in 1978, a hundred years later than the European and American countries, and two or thirty years later than the Korean home. The country has not effectively introduced environmental protection standards for foreign products. The glue from technology to raw material selection and paving does not meet environmental standards, resulting in odor of wallpaper. People think that wallpaper is not environmentally friendly. Second, mistakenly believe that the quality is poor. Due to the poor design, material and production of the wallpapers produced in the 1980s and 1990s, there are many problems such as curling, unsmooth flowers, monotonous colors, fading, and shoddy, so that the wallpaper is not accepted by consumers. At this time, the paint represented by Nippon Paint began to enter the domestic home improvement market in a large amount, the wallpaper was defeated, and the whole industry fell into a trough. Third, mistakenly believe that the price is too high. The reason is that in the 1980s and 1990s, wallpapers appeared in high-end public places such as high-end restaurants, embassies, and foreign-related restaurants. Consumers subconsciously positioned wallpaper as “luxury goodsâ€. In addition, the wallpaper industry is abducted by channel dealers, dealers, and stores, and the price cannot be lowered, which is also a reason for affecting the market.
Second, the status quo of China's wallpaper industry
After entering the 21st century, the development of Chinese wallpaper has once again entered the stage of take-off. The wallpaper industry has developed like never before. Many Chinese self-produced wallpapers have reached the world advanced level in design, production technology and environmental protection. According to the survey, about 60% of the domestic wallpapers are designed for post-80s decoration, because their home taste and aesthetic consciousness are significantly higher than their predecessors. Their independent space awareness, individuality and fashion pursuit are consistent with the taste of wallpaper. More feelings, but also consumers need to go into the exhibition or store, use the visual and tactile to feel the difference between wallpaper and other wall decoration materials, and use professional quality inspection data to measure the environmental performance and safety of the wallpaper. As for the price, there are 1,000 yuan a square meter, but there are also ten dollars a square meter, three or forty yuan a square meter.
After the decline of the 1990s, domestic wallpaper elites have had in-depth thinking on the development of the industry, learning from experience and strengthening their own construction. Since 2001, they have entered a mature period, especially in the past five years: Introduce a large number of the most advanced production equipment and production technology in the world, so that the quality and stability of the products are guaranteed. The environmentally friendly products and product formulas are used to ensure the environmental protection is reliable (including the use of starch glue instead of chemical adhesives). Paste wallpaper); in the decorative effect, practical functions, 500-1000 new products are introduced every year, making the wallpaper design more tasteful, more artistic, fashionable, and more in line with the individual characteristics, which effectively promotes people's living. The improvement of quality has laid the foundation for differentiated and high-end industries. In short, after the hard work of the wallpaper people over the years, the quality, color, variety, grade and function of Chinese wallpapers are comparable to those of foreign countries with advanced wallpapers, and some wallpaper companies have surpassed South Korea and Japan in terms of scale and strength. enterprise. In the large-scale decoration and renovation project, the imported wallpaper was gradually replaced, and the products were even exported to foreign markets. At present, about 600,000 rolls of wallpaper are exported to Europe and Southeast Asia each year.
However, the wallpaper industry has also brought about "sorrows" while leaps and bounds. Some companies simply see the huge development space in the wallpaper industry, eager to divide the market cake, blindly launched, thus causing some problems. The main performance is disorderly competition. Wallpaper is a product with strong cultural and artistic design. It has a strong concept of intellectual property, but the domestic wallpaper industry is not very standardized in this respect. Second, imbalance between supply and demand and overcapacity. According to conservative statistics, the wallpaper production in 2010 was 160 million volumes. It is conservatively estimated that the wallpaper production capacity in 2011 is 280 million volumes, exceeding the demand of 120 million volumes. This is a very prominent problem.
Third, the future development trend
China will be the world's largest wallpaper producer and the world's largest wallpaper producer.
The usage rate of Chinese wallpaper is far lower than the average usage rate of developed countries, so the space for the development of China's wallpaper industry is very huge. On the other hand, the current domestic wallpaper manufacturers' production capacity has far exceeded demand, mainly due to the constraints of heavy volume. This is indeed the need to correctly understand and deal with good contradictions. In the long run, there is indeed a huge room for development in China's wallpaper industry, so some companies have poured into this industry and rushed to the top. However, the current market demand in China is rising slowly, because market development and rising demand are not a one-off event. It is subject to many factors and requires complicated processes.
At present, there are several bottlenecks that restrict market demand: First, wallpaper is a product with high cultural and artistic design and high technology content, and the price cannot be too low. However, China's per capita living standards are not likely to catch up with developed countries at once, so the use rate of wallpaper in China is not likely to catch up. Moreover, last year, affected by the real estate control policy, the entire building materials market has shrunk, and the wallpaper market is bound to be affected. Third, there is a CEO who describes the wallpaper industry as too many manufacturers and too many products, but the customer has too little understanding of the wallpaper, and the existing publicity channels are too few. In recent years, our manufacturers have focused on catching up with the production level of advanced countries, while ignoring the cultivation and development market. Domestically, the high-end market is better developed than the low-end market. For low- and middle-income people, high-end wallpaper can't afford it, and low-end products don't worry. Fourth, the price gap between the domestic wallpaper terminal market and the manufacturer's ex-factory price is too large, which is also an important factor restricting the development of the market. Based on the above situation, remind wallpaper companies not only to pay attention to the development of products, but also to focus on cultivating the development market, especially the entire industry should work together to solve the bottleneck that restricts market demand. Moreover, just mentioned that making wallpaper is a product with high requirements on art design and technology content. Which part is not perfect will lead to losses, and even affect the cultivation of the entire wallpaper market.
Two development trends, one is the industry reshuffle. In the development of the domestic wallpaper industry for more than 30 years, there have been two reshuffles. Every time during the big development period, the enterprise rushed to the top, and then the big waves washed sand. Founded in the early 1980s, there are only 15 companies that have survived to today. In the past 5-6 years, the wallpaper industry has experienced rapid development, and a new round of competition has begun. From the sales situation of the terminal market last year, most of the stores have experienced different degrees of decline due to the impact of real estate control policies, but some big brands still maintain a 20-30% growth. On the whole, the wallpaper industry has begun to polarize: some companies are forming a brand effect; and some companies lacking competitive strength are being phased out by the market. The second trend is the acceleration of industrial brands to commercial brands. I just mentioned a phenomenon. Although some of our domestic enterprises have surpassed some big manufacturers in Japan and South Korea in terms of scale and strength, most domestic consumers still lack understanding of the excellent varieties and pollution-free domestic wallpapers at this stage. The low price and low quality of the wallpaper are still fresh in memory. 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's advanced level in production and technology, and lack of experience in brand promotion and promotion, which leads to our current domestic There are many industrial brands with influence, and there are fewer influential commercial brands. At present, this industry has not yet formed a strong commercial brand. Therefore, the creation of commercial brands is of great significance to the development of the industry. It is an important measure to change the image of wallpaper in the hearts of consumers and expand market share. Nowadays, many companies have realized that accelerating the shift of industrial brands to commercial brands is the only way for enterprises to become bigger and stronger, and it is also the only way for us to move towards a wallpaper power.
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