Focus: Competition in the current stage of the floor market

Recently, in order to tie in with the “11 Full Price Placement” activities of major home building materials stores, first-line brands such as living homes, icons, and nature have invariably launched tempting promotional policies.

Since the building materials market continued its desolation in 2012 this year, first-tier flooring brands have adopted a "price-for-money" strategy to expand sales, and the market share has been increasing. Such as living home 100 products across the board price reduction; Icon composite solid wood flooring original price 319 yuan / m2, launched a special price of 179 yuan / m2.

The product alliance has become a common practice in the promotion of the "11" promotion of the first floor brand. The promotion alliance formed by the first-line brands of the home industry implements the chain concessions strategies for home products such as wooden floors, tiles, and wardrobes in the alliance, which together constitute a one-stop solution for household consumption, allowing consumers to save the hassle of talking about prices at home. The reporter learned that the living family once launched a product alliance sales strategy in Beijing and other places, and the results were very good. The entire Union achieved sales of 10,000 units and 100 million yuan once. The "11" market in Changsha is based on more than 100 promotional lineups, which basically cover the current mainstream floor categories and designs in the market, resulting in a non-blank promotional campaign and allowing consumers with different styles and price preferences. You can choose your favorite product.

Because of this, although the home building materials market was deserted in the first half of this year, the market share of first-line brands also increased. According to the latest "China Floor Report" data, the market share of China's top ten wood floor brands has reached 30%, and the degree of concentration in the floor market has increased significantly.

Senior experts in the domestic flooring industry stated that under the same price, buying large brand products is an inevitable choice for consumers. First-line floor brands such as living homes, icons, and nature are the first to launch a “zero profit” level price war, which will eliminate the price advantage that some small brands rely on to survive. A large number of brand-name floors will be washed out, objectively. This is a good thing for consumers.