The current development stage of Chinese wallpaper

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This article is from an article written by a wallpaper man on the wallpaper forum two years ago. Although two years have passed, the editor still believes that this article is of reference value to wallpaper and wallpaper people, so I want to share it with you. Because the article is long, it is shared twice

I. overview of the development stage of China's wallpaper industry

China's wallpaper industry is a traditional emerging industry. Tradition refers to a mature industry in the world, with a history of hundreds of years; Emerging refers to that China started late and is in the early stage of development. Including natural wallpaper, it is only 40 years old. In 1972, in Nantang village, Huxi Town, Dongyang City, Zhejiang Province, Mr. Zhang Guangcai led the villagers to manually produce Wallpapers made of natural materials. At that time, they were not called wallpapers, but "wallmats". They were exported abroad through Shanghai craft import and Export Corporation. In 1976, Comrade Deng Xiaoping, then Vice Premier of the State Council, approved the introduction of two projects from Japan, gypsum board and wallpaper. The wallpaper project was placed in the original Beijing plastic factory, and Chinese industrial wallpaper began to sprout. China's wallpaper industry has experienced a peak in 1997 and a trough in 2001, and the market has entered the brink of death. Chinese wallpaper people summed up experiences and lessons and learned from foreign experience. They reorganized and set sail in 2002, established a new foundation and developed rapidly by 2005, and went through the stage of product competition all the way. In 2011, China's wallpaper industry entered a new stage of development - the transitional stage from product competition to brand competition. This stage is a necessary stage in the development of any industry. It has historical inevitability and is not transferred by human will

II. Main features of the product competition stage of China's wallpaper industry (2002 - March 2011)

1 In the early stage of product competition, the market belongs to the seller's market, and the number of wallpaper product suppliers is limited, controlling the market and transaction rhythm

2. Wallpaper product resources are scarce. As a core competitive advantage, channel sellers have to curry favor with product suppliers for products. The category and quantity of supplier products determine the market share

3. The whole industry, from suppliers to dealers, has high profits and weak market competition

4. High profits have promoted the rapid development of the industry, which is mainly reflected in the sharp increase of wallpaper production suppliers and terminal retailers. Although wallpaper suppliers and terminal retailers rarely do commercial advertising promotion in the stage of product competition, the sharp increase in stores and consumer reputation objectively promotes the growth of wallpaper market, thus promoting the development of the whole industry

5. The wallpaper market is growing rapidly, but the growth rate of the market is far slower than that of wallpaper suppliers and dealers

6. By the late stage of product competition, wallpaper suppliers have increased sharply, production equipment has been upgraded, production efficiency has been improved, wallpaper products have excess resources, sales channels are complicated, the market has completely entered the buyer's market, and competition has intensified

7. The original block sales mode of terminal retail channels can no longer adapt to the new market environment, and many are on the brink of collapse

8. In order to seize market share, new and old wallpaper suppliers frantically developed wallpaper brands and versions, and their inventories soared, becoming the biggest burden for wallpaper suppliers. How to solve the inventory problem has become a problem that wallpaper suppliers must solve and is related to life and death

9. The whole industry is in a state of chaos. Suppliers and sellers are aware of the problem and look for solutions at the same time. China's wallpaper industry has entered a "reshuffle" stage - the transition stage from product competition to brand competition

III. the transition stage from product competition to brand competition in the wallpaper industry (2011 - the next period of time, the author expects to basically complete the transition by 2015) main features

wallpaper products, as a competitive resource, have a rapid decline in their advantages. It is mainly reflected in the reduction in the demand for versions in various terminal retail channels, the business personnel of various manufacturers hit a wall in wallpaper stores, and many stores basically do not see the new versions, especially the business personnel of new factories are directly driven out

2. Various manufacturers plagiarize each other, and the proliferation of homogeneous and similar products accelerates the decline of product competitive advantage. There is a serious surplus of homogeneous and similar products, and manufacturers enter a price war

3. Driven by suppliers, terminal retailers have increased rapidly, the competition of terminal retail has intensified, and the fuse of the price war has been lit, but it lags behind the price war of suppliers. When the price war of retailers breaks out in an all-round way, the whole industry enters the climax of "reshuffle", that is, the climax of the transition from product competition to brand competition. The wallpaper market has also entered an unprecedented climax of promotion. With the spread of the price war, Chinese people began to know, understand and use wallpapers, and the market share of wallpapers increased rapidly

4. With the deepening of the price war and the promotion of online shopping, the wallpaper price system has become transparent, and the industry has transitioned from a high profit margin to a normal profit margin in a mature industry. At the end of the transition stage from product competition to brand competition, wallpaper suppliers gradually unify the national or regional guidance price. The national or regional unified guidance price is the main feature of the brand competition stage, and it is also a necessary condition for brand construction

5. In order to have a place in the market, wallpaper suppliers need at least 30 effective versions. The average investment of each version is 500000 according to the first batch. There are 15million inventories in the 30 versions, and these inventories will not be reduced, because as long as they sell, they have to replenish the inventory. Because retailers are unwilling to prepare inventory, the inventory problem of wallpaper suppliers is more prominent. Generally, there are only 3-5 wallpapers in each version that are easy to sell. The average number of wallpapers in each version is 50, and about 45 wallpapers are in inventory. One version needs to use 5 wallpapers to drive the sales of the whole version. Now the gross profit margin of suppliers has decreased, and the sales of 5 wallpapers have driven the investment of one version. The power has been seriously insufficient. In addition, many versions have failed to be developed, and even none of the versions is easy to sell. The inventory situation of suppliers is extremely severe. Suppliers stimulate capital flow by developing customers and reduce inventory pressure through capital flow. This is not a fundamental solution to the problem. Once the market changes, the capital flow will break and wallpaper suppliers will collapse. If the inventory problem cannot be completely solved, it will be the last grave of wallpaper suppliers

6. The new wallpaper factory is more painful, the number of versions is limited, and entering the market is like a dead sea, unable to generate sales. The new factory has no choice but to develop versions frantically. However, it is very difficult to develop terminal sales channels. Without sales channels, there is no capital flow, and the inventory pressure is more prominent. If the economic strength is insufficient, or there is no other industrial support, the newly opened new factory will face premature death. For new factories, we should not only solve the problem of inventory, but also solve the problem of sales channels

7. For terminal retail channels, the seat sales mode of open door and other businesses can no longer adapt to the new market environment. Although the wallpaper market is still growing, the growth rate of sales channels is faster, the market is seriously diluted, and the probability of waiting for business when opening the door is declining, especially in the market environment of the state's macro-control of real estate, the terminal retailers of seat marketing are even worse. They can't wait for business when opening the door, and they can only wait for death. Therefore, the terminal sales channels also need to be changed urgently, and they need to change from seat marketing to marketing

8. With the decline of competitive advantage of products, the overall concept of brand, which reflects the comprehensive strength of wallpaper suppliers, has become the main body of competition. Whether end retailers or end consumers only recognize brands, but brands are not created through advertising. The only effective way for consumers to recognize the brand is terminal services. Without real terminal services, no matter how much advertising is done, it cannot become a real brand. Therefore, the focus of brand building is the terminal sales channel, specifically the service capacity and level of the terminal

IV. coping strategies of wallpaper suppliers in the stage from product competition to brand competition

1 Product design and R & D system construction

Product Design and R & D should focus on serialization, pursue refinement and quality, and avoid pursuing the number of new versions. Every exhibition will launch 8-10 versions, and most of them are invalid versions, causing unnecessary waste. Classify the series through brand, material, style, etc., and establish product series. Do not combine the popular models in the market. The piecemeal version, not to mention infringement, has no vitality. People in the industry know that a version is all popular in the portfolio market, and only 3-5 such versions are easy to sell, and the life cycle of this version is very short. Although there are only 3-5 series versions that sell well, they have a long life cycle. For example, many versions of art in Belgium sell well after 5-6 years, which can be said to be enduring

2. Price system construction

unified pricing refers to the unified retail guidance price. Unified pricing is the only way for brand development. You can refer to the clothing industry. The clothing industry first determines the retail guide price, which is reflected on the tag. The price of dealers or wholesalers is converted on the basis of the retail guide price, which is generally 3-4.20%. In this way, there is only one retail guide price for external transmission, which is convenient for unified pricing. Any change will be accompanied by risks and pains, and unified pricing is no exception. Wallpaper suppliers can implement it in different regions, for example, starting from economically developed cities and gradually realizing it, so as to reduce risks and reduce pains

3. Sales and service channel construction

wallpaper suppliers must establish efficient sales and service channels. The established channels not only sell wallpaper products, but also provide corresponding services. It is of little significance for brand construction to only sell channels that cannot provide services, because end consumers evaluate brands through service levels. Only when they feel the service of brands, can they recognize brands, The brand recognized by consumers is the real brand

wallpaper suppliers should establish efficient sales and service channels, which can be established by means of franchising, self operation, holding, etc. Considering from the perspective of cost and expansion speed, franchising should be adopted. Franchising must attract channel merchants through soft power, so as to achieve the purpose of guiding and controlling terminal sales channels. Soft power is mainly manifested in the sales management mode of promoting terminal marketing and services. Generally speaking, it is the ability and method that can help channel operators manage sales operations. With the help of wallpaper suppliers, terminal retailers can easily make money and establish a reputation for brand services in the local market. Only in this way can terminal retailers be loyal and ultimately achieve win-win results. The core is that such a sales model can be copied quickly

4. Construction of terminal sales mode

to establish a terminal sales mode that can be copied quickly, a terminal marketing management system must be established. Only in this way can it be copied quickly. Without a terminal marketing management system, we can only rely on the subjective management of the retailer boss, and it is impossible to realize rapid copying. The terminal marketing management system is like the "brain" in the store, which arranges daily work. Retailers only need to operate according to the system tasks, which saves time, effort and efficiency. This system is specifically described in point 7 of the coping strategies of wallpaper terminal retailers below, which is not introduced here

5. Informatization construction of wallpaper suppliers and terminal retailers

the terminal marketing management system is seamlessly connected with the management system of wallpaper suppliers, and the realization of informatization management will improve the market orientation of wallpaper suppliers and terminal retailers




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