The era of multi-dimensional competition flooring enterprises to actively explore the characteristics of the road

With the continuous development and maturity of the domestic decorative materials industry, in the wood flooring industry, relying on technological advances and brand advantages in the operation of more and more large-scale enterprises, the competition between brand enterprises in the industry is becoming increasingly fierce.

At the same time, with the rise of ceramic tiles and a variety of new flooring materials, the blurring of the boundaries between the major categories under the trend of large homes, wood flooring category is also facing challenges.

Home furnishing stores, for example, the original in a prominent position often see flooring brand stores, in recent years gradually occupied by furniture, whole-house customization and other categories, re-promote the renewed vitality of the category, for the flooring industry is very urgent.

Some people in the industry commented that the flooring industry in the "seams", the fact is that the flooring business is multi-directional transformation, out of their own characteristics of the road.

1 Category Expansion, Toward New Tracks

Integration of the entire home furnishing in the home furnishing industry has become the future development of a major hotspot direction, in the flooring industry, the Holy Elephant, nature, Del flooring, Fillinger and other head of the advantage of the enterprise to provide consumers with one-stop home furnishing services as a matter of priority, the establishment of a whole-house whole-house integrated customized industrial ecology, and actively promote the strategy of the big home.

As early as in 2014, the holy elephant will start the big home strategy, to wood industry as the core of the strategy, around the flooring core categories, accelerate the development of other wood industry categories, to create a leading brand of wood industry home. To standardize the integrated model of integrated quality, production, environmental protection, design, service, experience as a whole to create the hard power of the big home, the product categories from the original single floor to extend the standard door, closet, whole kitchen, furniture and other categories of home products.

Nature Home, in 2011, began to layout the diversified home furnishing business, to determine the direction of the development of large home brand, the company's business from the original flooring to expand to wooden doors, cabinets, wallpapers, etc. In 2014, it is from the "nature floor" renamed "nature home". In 2014, the company changed its name from "Nature Floor" to "Nature Home".

Der Group established the customized home furnishing brand Paterson as early as 2001, and from the financial report data of 2022, the revenue of customized home furnishing has been RMB 863 million, accounting for 43.73% of Der's future revenue. The high-end original wood flooring brand Der-1863 is also a symbol of Del Group's offensive to the high-end home consumer market, Del has also killed the whole installation channel at the moment.

At the beginning of 2023, the newly upgraded Shanghai flagship store of Fillinger V-life Joy was officially unveiled at the Xiyingmen Wood Brand Center.V-life Joy is a fusion store that provides a new lifestyle and a total solution for living space, marking the transformation of Fillinger from a wood flooring manufacturing brand that the general public is familiar with to a system integrator brand of total home space solutions.

In fact, the richness of the category, the material more meta, will bring more diversified application functions and scenes, so as to bring more demand for the enterprise scene, category expansion will also continue to bring new opportunities for the flooring business.

2 Specialize, refine and deepen to further explore the value of the category

In addition to category expansion, there are many flooring companies to further explore the value of the category to differentiate to win the competition.

Shu Xiang Men Di advocates "aesthetic value-added" core value concept, continue to adhere to the flooring field of innovation and upgrading development, with a centimeter wide and a kilometer deep value concept of plowing product research and development, innovation, aesthetics into the brand's genes, Swarovski crystals, colorful shells, jade, flowers and plants and other elements of aesthetic flooring continues to circle, subverting the traditional perception of the floor, becoming a model enterprise in the industry of cross-border integration of new business models. The traditional cognition of the floor, become the industry's new industry cross-border integration of model enterprises.

Jiusheng flooring from the initial form derived from solid wood floor heating floor, solid wood flooring, solid wood composite flooring, laminate flooring and other categories, featuring solid wood floor heating, focusing on the diversified needs of users, to open the "medium-high-end", "high-end", "young", "comprehensive" four major forms of product iteration and upgrading, the brand value continues to improve, and continues to defend the leading position, "Young", "comprehensive" four business, products continue to upgrade, brand value continues to improve, and continue to defend the leading position.

Throughout the flooring industry, whether it is a bold cross-track competition, or "wide one meter deep 10,000 meters", anchored in the specialties, specialize in deep differentiation strategy, in the continuous development of the market, the flooring industry has never stagnated and backward, and constantly adjusting the strategy in the run, in order to take action to rejuvenate the vitality of the category, and revitalize the development of enterprises.