Flooring market will usher in industry reshuffle

According to a recent report, the flooring market is undergoing a significant transformation, with a growing trend of market polarization. In large building material stores, international brands dominate the high-end segment, offering premium flooring options that can cost hundreds or even thousands of yuan per square meter. These brands, while not selling as many units as mainstream local brands, command high-value sales, often reaching tens of thousands or even hundreds of thousands of yuan per transaction.

Meanwhile, in more traditional retail settings, solid wood and laminate flooring remain the top choices for budget-conscious consumers. A market manager noted that over the past two years, the number of foreign brands has increased, but their presence is still limited. "There aren’t too many high-end brands available, so if a brand can clearly define its target audience, it can easily capture a significant share of the market," he explained.

The ongoing price wars have also shaped consumer expectations, making discounts a common expectation. High-end foreign brands now offer substantial promotions, while mid-range and low-cost brands struggle to compete. This dynamic puts pressure on smaller manufacturers, who find it increasingly difficult to survive in an environment dominated by large-scale producers with strong distribution networks and brand recognition.

With the flooring industry’s entry barriers being relatively low, competition has intensified over the years. As the market matures, consumer demands have become more sophisticated. Each year, several companies exit the market, and retail outlets shrink. The disappearance of certain floor brands is a natural outcome of this competitive landscape.

Market confusion has also grown, especially after the 2013 quality inspection campaign by the Administration for Industry and Commerce. Many flooring products failed to meet standards, including some well-known brands. Statistics show that nearly tens of millions of square meters of substandard flooring enter the market annually, often disguised as branded products or sold as “three-no” (no name, no quality, no manufacturer) items. This not only undermines consumer trust but also creates a chaotic environment where unscrupulous players thrive at the expense of legitimate businesses.

Industry experts believe that the current chaos is expected during such a market shake-up. To survive, companies must focus on product quality, customer service, and brand identity. With stricter regulations and improved self-regulation, only those who stand out through innovation and reliability will be able to secure a lasting position in the evolving flooring industry.