In recent years, affected by the financial crisis and real estate regulation, the home furnishing industry has generally entered a low tide, but the wallpaper industry has maintained a strong growth momentum of 20-40% every year. Consumer demand for wallpaper is also rising, and Chinese wallpaper has entered a period of rapid development. . However, in the history of China's wallpaper development, it is not the second time that it has experienced rapid development. It can be said that the development of wallpaper in China for more than 30 years has not been successful. It can even be said that there have been many ups and downs. At the height of the climax, there are more than 200 domestic wallpaper companies, and only 10 are in the trough. Family. Chairman Yang Lan of the China Wallpaper Association described it as "three ups and three downs." What are the reasons for the twists and turns? Has the problem of restricting the development of the wallpaper industry been solved?
From the 1978 Chinese roll wallpaper to the present, it has been 33 years old. From the early 1970s, China began to produce wallpapers. The real development began in the 1980s, probably in 1985, 1993 and 1998, respectively. It is quite long. The entire recovery began in 2000. "Reviewing a curve of the development of the entire Chinese wallpaper, almost a slope that started in 1993 is relatively large, and the duration is also very long." Wang Maole, director of the market for Ruibao wallpaper, said. But carefully divided into the current market situation, the industry said that 10% of the market share, tooling can account for the majority, the civilian penetration rate is less than 1% - 33 years later, the market share of wallpaper in the interior wall decoration is still very limited.
So where is the reason why wallpaper has not been developed in China? Ren Changqing, executive vice president of the China Building Decoration Materials Association, pointed out that one of the reasons was that “there were restrictions on process products in previous yearsâ€, causing problems such as yellowing and curling. It can be said that this is an important factor affecting the development of the wallpaper industry. On the other hand, Wu Kai, general manager of Murraya Di Si pointed out: "There is still a problem that restricts the development of our industry from talent problems, problems from process equipment, and problems from raw materials. The three major problems now exist. "In the final analysis, more reasons come from within the industry, not the product itself.
Insufficient consumer perceptions lead to a narrow consumer group. At present, many consumers' understanding of wallpaper often stays in the concept of the 1990s and 1980s. At that time, it was mainly plastic wallpaper. Everyone thought plastic wallpaper. Not environmentally friendly, there are a lot of problems related to application such as curling and yellowing. This is an external cause.
To develop the wallpaper industry, it is necessary to improve the acceptance of consumers, and it is very important to cultivate the wallpaper consumer market. To let consumers know, China's current generation of wallpapers is completely different from the original Chinese plastic wallpapers in the 1980s and 1990s or imported inferior products. Regardless of raw materials, production processes, and paving techniques, the current wallpapers have developed and improved greatly in 10 years and 20 years ago. From the current production level, the environmental protection of wallpapers can be compared with coatings. There is even more than nothing. Wang Maole said, "We are currently talking about all the work that all the wallpaper practitioners have to do is to do a good job in market cultivation. There are two important channels, one is through our sales terminal, through us The information is transmitted to the terminals of all our stores, passed to each of our clerk, through them directly to our consumers to carry out some education and training in this area.†Wang Maole said “the other is through the media, especially through the image Online media such as SouFun to pass this consumption to consumers, eliminating consumers' concerns in this regard."
Inadequate price system, potential consumer group loss In fact, wallpaper is not a product that can only be used by a few people. The industry has calculated this account: "The economic ability of buyers and consumers is no problem, on the other hand as Wallpaper, which provides several price gradients, now from 30 dollars to more than 3,000, more than 8,000, more than 10,000, it can meet the needs of consumers with different economic capabilities." But why is this market share in China? Low, consumers often discourage the wallpaper?
One of the major problems affecting the wallpaper entering the family is that “the price is opaque, the same product is 20% off, and the other is 50% off. The consumer can’t figure out how much this thing is worth.†Ruibao Wallpaper Market Director Wang Maole pointed out. As Jin Baorong, vice president of Shangmei Shijia (Beijing) Trading Co., Ltd. said: "Why do similar products look like a square meter that can sell 50 yuan, and some square meters can sell 200 yuan? "Price instability and opacity largely affect the consumer's trust in wallpaper during the purchase process. This mistrust has caused the loss of prospective customers in the wallpaper market. Jin Baorong said: "If you don't understand the consumption, he can Choosing paint without choosing a wallpaper is a big loss for the wallpaper industry."
Therefore, clarifying the industry price system and regulating the distribution channels of manufacturers and dealers are the key to solving the price problem. "This is what our industry needs to do. This industry allows consumers to spend very clearly. It is important that every company can truly share their own cake." (Jin Baorong) In addition, strengthen consumer wallpaper The recognition of discrimination can also regulate the market from another direction. Jin Baorong pointed out that "if the industry can give consumers more choices of wallpaper and judge the pros and cons of wallpaper, then when consumers choose, he will know whether to choose 200 or 50, which is the problem of price echelon, consumers. It is a great respect for consumers to buy products that are cost-effective and suitable for their own price.
Plagiarism is serious. The homogenization of the whole industry chain leads to vicious competition. The plagiarism and homogenization phenomenon can be said to be common in many industries in China. "The phenomenon of plagiarism may exist in every industry, but it is not so serious as the wallpaper industry, especially The plagiarism in these two years is very serious, and there is even a growing trend." Cao Shengjie, manager of the market for Rouran Wallpapers, admitted in an interview with SouFun.
Yan Yanhua, the chairman of Beijing Oriental Grammy Wallpaper Co., Ltd., was very angry when talking about the plagiarism in the wallpaper industry: our Grammy mainly acts as a foreign agent. When foreign products are not in China, the whole is copied. Not bad, one month's time, foreign new products have not yet been listed, his goods have not yet arrived in China, there must be two months of delivery, to produce, to prepare the shipping schedule, to be shipped, two months China has copied a lot of difficulties in promoting the product. The cost of plagiarism is only about 1/3.
In fact, from the perspective of industry development, it will go through such a process. The original direct copying plagiarism has a certain self-adjusting imitation, then the integration of certain creative components, and the subsequent independent design and development. Not only the wallpaper industry, but also the clothing brand, the brand, it is necessary to experience such a historical period of accumulation.
In essence, the key to the development of the wallpaper industry is not the surface phenomenon of plagiarism and industrial homogenization. The real key lies in the inherent deep reason that the enterprise has to plagiarize behind the phenomenon. In this regard, Wu Kai, general manager of Murraya Disi, who has 13 years of experience, made an in-depth and thorough analysis: “The wallpaper industry in the previous year was more than 40 factories, last year was more than 70, this year is 150 factories, each The year is growing at a rate of 100%. Then, where does the talent come from? Where does the equipment come from? No one has to copy the product, copying the product is equivalent to copying the equipment, because the product is made with equipment. So everyone's equipment is the same." So, the end result is all homogenization, the homogenization of the entire production chain circulation of the industrial chain.
The awakening of the industry: to promote the category development with the brand and the brand. Because now we are the whole industry, the entrepreneurs who produce our products are not professional. The people in the wallpaper industry that we constitute are not professional, causing the wallpaper to rise and fall in 33 years. Can develop very well, can not learn from the failure to learn from the results of experience. The reason for the twists and turns is that the industry lacks industry awareness and lacks strategic awareness. If you don't pay attention, there will be more twists and turns.
However, we are very happy to see that the important companies in the current wallpaper industry have spontaneously begun to pay attention to the development of the entire industry. Ruibao Wang Maole said: "Because we know that the entire plate industry is still relatively small, we hope to make this industry bigger. Strong, then our Ruibao in this, can also further expand our market share as the industry develops."
At present, we are doing business, or branding. At the same time, we have a higher or deeper strategy. We are currently summing up two sentences. One is that we are doing products, not branding, and we are doing categories to make wallpapers. Give this category to the wallpaper bigger and stronger, so that more home improvement people will choose wallpaper when choosing wall materials. This whole industry has a big cake, which is the development of our leading enterprises in the industry, including the industry. The space is also bigger. And we do this, it is also a very typical success in the marketing category, to promote the brand by category, to promote the category by brand. One of our goals is that when consumers mention wallpaper, they will first think of Rouran. When consumers see Rouran, they will say that this is the leader in wallpaper.
From the current market situation, we can have confidence in the future development of the wallpaper market. At present, the countries with high wallpaper usage rates are Japan and South Korea, and more than 90% of the indoor walls are covered by wallpaper. In developed countries in Europe and America, the usage rate of wallpaper is also above 50%, but in China, the usage rate of wallpaper as decorative materials is still very low. According to incomplete statistics, it may be less than 10%. Cao Shengjie, manager of the market for Rouran Wallpapers, said, “In the industry, the home building materials industry, I feel that this wallpaper industry is now in a blowout state, and the prospects are objective. Because in developed countries abroad, their status has already explained China. The wallpaper industry is definitely a bright one."
(Article source: Wallpaper Network)
From the 1978 Chinese roll wallpaper to the present, it has been 33 years old. From the early 1970s, China began to produce wallpapers. The real development began in the 1980s, probably in 1985, 1993 and 1998, respectively. It is quite long. The entire recovery began in 2000. "Reviewing a curve of the development of the entire Chinese wallpaper, almost a slope that started in 1993 is relatively large, and the duration is also very long." Wang Maole, director of the market for Ruibao wallpaper, said. But carefully divided into the current market situation, the industry said that 10% of the market share, tooling can account for the majority, the civilian penetration rate is less than 1% - 33 years later, the market share of wallpaper in the interior wall decoration is still very limited.
So where is the reason why wallpaper has not been developed in China? Ren Changqing, executive vice president of the China Building Decoration Materials Association, pointed out that one of the reasons was that “there were restrictions on process products in previous yearsâ€, causing problems such as yellowing and curling. It can be said that this is an important factor affecting the development of the wallpaper industry. On the other hand, Wu Kai, general manager of Murraya Di Si pointed out: "There is still a problem that restricts the development of our industry from talent problems, problems from process equipment, and problems from raw materials. The three major problems now exist. "In the final analysis, more reasons come from within the industry, not the product itself.
Insufficient consumer perceptions lead to a narrow consumer group. At present, many consumers' understanding of wallpaper often stays in the concept of the 1990s and 1980s. At that time, it was mainly plastic wallpaper. Everyone thought plastic wallpaper. Not environmentally friendly, there are a lot of problems related to application such as curling and yellowing. This is an external cause.
To develop the wallpaper industry, it is necessary to improve the acceptance of consumers, and it is very important to cultivate the wallpaper consumer market. To let consumers know, China's current generation of wallpapers is completely different from the original Chinese plastic wallpapers in the 1980s and 1990s or imported inferior products. Regardless of raw materials, production processes, and paving techniques, the current wallpapers have developed and improved greatly in 10 years and 20 years ago. From the current production level, the environmental protection of wallpapers can be compared with coatings. There is even more than nothing. Wang Maole said, "We are currently talking about all the work that all the wallpaper practitioners have to do is to do a good job in market cultivation. There are two important channels, one is through our sales terminal, through us The information is transmitted to the terminals of all our stores, passed to each of our clerk, through them directly to our consumers to carry out some education and training in this area.†Wang Maole said “the other is through the media, especially through the image Online media such as SouFun to pass this consumption to consumers, eliminating consumers' concerns in this regard."
Inadequate price system, potential consumer group loss In fact, wallpaper is not a product that can only be used by a few people. The industry has calculated this account: "The economic ability of buyers and consumers is no problem, on the other hand as Wallpaper, which provides several price gradients, now from 30 dollars to more than 3,000, more than 8,000, more than 10,000, it can meet the needs of consumers with different economic capabilities." But why is this market share in China? Low, consumers often discourage the wallpaper?
One of the major problems affecting the wallpaper entering the family is that “the price is opaque, the same product is 20% off, and the other is 50% off. The consumer can’t figure out how much this thing is worth.†Ruibao Wallpaper Market Director Wang Maole pointed out. As Jin Baorong, vice president of Shangmei Shijia (Beijing) Trading Co., Ltd. said: "Why do similar products look like a square meter that can sell 50 yuan, and some square meters can sell 200 yuan? "Price instability and opacity largely affect the consumer's trust in wallpaper during the purchase process. This mistrust has caused the loss of prospective customers in the wallpaper market. Jin Baorong said: "If you don't understand the consumption, he can Choosing paint without choosing a wallpaper is a big loss for the wallpaper industry."
Therefore, clarifying the industry price system and regulating the distribution channels of manufacturers and dealers are the key to solving the price problem. "This is what our industry needs to do. This industry allows consumers to spend very clearly. It is important that every company can truly share their own cake." (Jin Baorong) In addition, strengthen consumer wallpaper The recognition of discrimination can also regulate the market from another direction. Jin Baorong pointed out that "if the industry can give consumers more choices of wallpaper and judge the pros and cons of wallpaper, then when consumers choose, he will know whether to choose 200 or 50, which is the problem of price echelon, consumers. It is a great respect for consumers to buy products that are cost-effective and suitable for their own price.
Plagiarism is serious. The homogenization of the whole industry chain leads to vicious competition. The plagiarism and homogenization phenomenon can be said to be common in many industries in China. "The phenomenon of plagiarism may exist in every industry, but it is not so serious as the wallpaper industry, especially The plagiarism in these two years is very serious, and there is even a growing trend." Cao Shengjie, manager of the market for Rouran Wallpapers, admitted in an interview with SouFun.
Yan Yanhua, the chairman of Beijing Oriental Grammy Wallpaper Co., Ltd., was very angry when talking about the plagiarism in the wallpaper industry: our Grammy mainly acts as a foreign agent. When foreign products are not in China, the whole is copied. Not bad, one month's time, foreign new products have not yet been listed, his goods have not yet arrived in China, there must be two months of delivery, to produce, to prepare the shipping schedule, to be shipped, two months China has copied a lot of difficulties in promoting the product. The cost of plagiarism is only about 1/3.
In fact, from the perspective of industry development, it will go through such a process. The original direct copying plagiarism has a certain self-adjusting imitation, then the integration of certain creative components, and the subsequent independent design and development. Not only the wallpaper industry, but also the clothing brand, the brand, it is necessary to experience such a historical period of accumulation.
In essence, the key to the development of the wallpaper industry is not the surface phenomenon of plagiarism and industrial homogenization. The real key lies in the inherent deep reason that the enterprise has to plagiarize behind the phenomenon. In this regard, Wu Kai, general manager of Murraya Disi, who has 13 years of experience, made an in-depth and thorough analysis: “The wallpaper industry in the previous year was more than 40 factories, last year was more than 70, this year is 150 factories, each The year is growing at a rate of 100%. Then, where does the talent come from? Where does the equipment come from? No one has to copy the product, copying the product is equivalent to copying the equipment, because the product is made with equipment. So everyone's equipment is the same." So, the end result is all homogenization, the homogenization of the entire production chain circulation of the industrial chain.
The awakening of the industry: to promote the category development with the brand and the brand. Because now we are the whole industry, the entrepreneurs who produce our products are not professional. The people in the wallpaper industry that we constitute are not professional, causing the wallpaper to rise and fall in 33 years. Can develop very well, can not learn from the failure to learn from the results of experience. The reason for the twists and turns is that the industry lacks industry awareness and lacks strategic awareness. If you don't pay attention, there will be more twists and turns.
However, we are very happy to see that the important companies in the current wallpaper industry have spontaneously begun to pay attention to the development of the entire industry. Ruibao Wang Maole said: "Because we know that the entire plate industry is still relatively small, we hope to make this industry bigger. Strong, then our Ruibao in this, can also further expand our market share as the industry develops."
At present, we are doing business, or branding. At the same time, we have a higher or deeper strategy. We are currently summing up two sentences. One is that we are doing products, not branding, and we are doing categories to make wallpapers. Give this category to the wallpaper bigger and stronger, so that more home improvement people will choose wallpaper when choosing wall materials. This whole industry has a big cake, which is the development of our leading enterprises in the industry, including the industry. The space is also bigger. And we do this, it is also a very typical success in the marketing category, to promote the brand by category, to promote the category by brand. One of our goals is that when consumers mention wallpaper, they will first think of Rouran. When consumers see Rouran, they will say that this is the leader in wallpaper.
From the current market situation, we can have confidence in the future development of the wallpaper market. At present, the countries with high wallpaper usage rates are Japan and South Korea, and more than 90% of the indoor walls are covered by wallpaper. In developed countries in Europe and America, the usage rate of wallpaper is also above 50%, but in China, the usage rate of wallpaper as decorative materials is still very low. According to incomplete statistics, it may be less than 10%. Cao Shengjie, manager of the market for Rouran Wallpapers, said, “In the industry, the home building materials industry, I feel that this wallpaper industry is now in a blowout state, and the prospects are objective. Because in developed countries abroad, their status has already explained China. The wallpaper industry is definitely a bright one."
(Article source: Wallpaper Network)
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