Analysis of the floor industry to follow the status quo

Since the development of the flooring industry, the entire industry has gradually matured. As people's requirements for flooring products have gradually increased, the flooring companies have also begun to make efforts in the product category, striving to diversify the development of products, so that consumers have More choices, but there are also many companies on the market in order to save costs, but to follow suit the main performance of the following points.

The imitation of the copycat has led to a number of small-to-medium-sized enterprises in the flooring industry. Without the capability of systematic research and development, they have taken the cottage route directly. Even the brand and marketing methods are copied. This is undoubtedly not conducive to the long-term development of the flooring industry.

There are few brands in the flooring industry that have R&D systems. It is even rarer to mention the R&D department to a high-level brand. In the industry, more outsourced samples are taken and copied after simple modifications. Another situation is to constantly participate in the show, take pictures of the appearance of the product, and then imitate it. The result of this is ultimately the stereotyped product on the market.

The lack of long-term strategic planning and development of the company does not have a strategic plan for the brand, which is the key reason for homogeneity. The flooring industry brand does not have a plan for its own brand positioning and future development. This result directly leads to the brand image of the industry and the convergence of brand associations. Today, when we look at the flooring market, how many brands make the original advantage of brand positioning gradually disappear, and continue to become victims of homogenization. In the final analysis, the brand does not have its own planning and positioning.

Assimilation of marketing selling points In addition, in terms of product marketing, popular words like “low carbon”, “green” and “environmental protection” are also popular in the flooring industry. Most flooring companies introduce new products or introduce products to consumers. This will be used as the biggest selling point.

It is true that as an important trend in the development of contemporary flooring products, green and environmental protection should indeed arouse the full attention of business managers, but not all flooring products can open the market. The concept of low-carbon has long been accepted by many consumers, and the words that appear frequently are likely to make publicity less effective.