Bamboo flooring, which has always been export-oriented, has entered a period of weakness due to the influence of the international market. As a result, many bamboo flooring companies have turned their attention to the domestic market and have thus launched a new round of market competition. Bamboo flooring is a product that has been exported to domestic market in recent years. After being promoted in the domestic market for several years, bamboo flooring has become familiar to consumers. However, due to the low awareness of bamboo flooring in the domestic market, it is still not on the market. To dominate, compared with the three major floors - solid wood flooring, laminate flooring and solid wood multi-layer flooring, sales have a small gap. In the face of such a situation, how should bamboo flooring be used to occupy the high ground in the floor market? What is the odds of winning?
According to the sales of bamboo flooring in the market, bamboo flooring is less than 10% of the wood floor. As a result, many flooring agents are reluctant to represent bamboo flooring, resulting in many places where bamboo flooring is needed and there is no need for it. Awkward situation. The diversified development of the flooring industry has resulted in unique product categories in the market. Some experts and scholars are more willing to interpret the bamboo flooring industry from a macro perspective, because this industry has not yet broken through the “macroscopic trap†of the domestic market. An industry is not strong, and even stronger companies cannot achieve real strategic goals. From the domestic market perspective, the bamboo flooring industry seems to have many opportunities; from the point of view of ecology and long-term development, the bamboo flooring industry seems to be more in line with people's home-based concepts, such as environmental protection that is deeply rooted in people's hearts; from the perspective of enterprises, with the strengthening of wood Flooring materials are similar... However, these so-called potential advantages have not been transformed into competitive advantages. Bamboo flooring production and sales are still unable to compare with the three major floor categories.
The advantages of bamboo flooring are unparalleled. As a very distinctive type of floor, bamboo has a low thermal conductivity and does not produce cold and heat. Therefore, it is warm in winter and cool in summer and has a small color difference. However, consumers have misunderstandings about bamboo flooring. Therefore, the breakthrough direction of bamboo flooring companies should rely on low-carbon environmental protection, change consumer awareness, and reshape bamboo flooring in the industry as a good reputation.
The consumption of bamboo flooring has not been well-known to consumers as a dealer. It is not a sound strategy to distribute bamboo flooring in China. Consumers have insufficient understanding of the performance and stability of bamboo flooring and do not have the same concept of consumption as solid wood flooring. Compared with the traditional solid wood flooring and laminate wood flooring, bamboo flooring is slightly inferior in stability, visually has a "cold feel", and cannot be laid like a solid wood floor. The bamboo flooring industry needs to break through its traditional short boards for technological innovation.
Many people in the industry believe that the fundamental reason why the bamboo flooring industry cannot be compared with the wood flooring industry is the influence of culture. In China, both wood culture and bamboo culture have a long history. However, from the perspective of circulation and use, there is a big difference between the two. The plot of ancient “Sheng Mu is pregnant†has extremely far-reaching influence. Therefore, wood represents a popular culture. But bamboo, because of the limited growth of the region, the interior space, even if it can be used as a building, etc., it is mostly a tribal region. In the minds of more Chinese people, bamboo is a novelty and can not be reused. Associated.
In addition to market and cultural factors, consumers' doubts about bamboo flooring have also hindered the development of the bamboo flooring market. Consumers in the South worry that the damp environment will make bamboo flooring pests and mildew; northern consumers worry about whether the moisture content of bamboo flooring meets the requirements in the dry climate. In fact, these concerns can be dispelled if more attention is paid to the movement of the bamboo flooring industry and understanding of bamboo flooring products.
Of course, compared with solid wood flooring and laminate flooring, bamboo flooring has much less color and variety of products. Single species, less color, and less choice of products are another important reason for the loss of consumers. When consumers purchase products, they see the most common flat-sided bamboo flooring. There is a serious homogenization of products, and the lack of distinctive and attractive selling points is the weakness of bamboo flooring. To promote the bamboo flooring domestic sales market, for bamboo flooring companies, it is necessary to increase innovation, increase product research and development, and provide consumers with more innovative bamboo flooring products to meet the various needs of the mid-to-high end market.
When the wooden floor took off in the domestic market, more bamboo flooring companies looked abroad. Nowadays, it is the stage of strong development of wood flooring in China. While wood flooring occupied the ceramic tile market, many well-known wood floor brands have been born, such as the iconic wood flooring field, Fillinger, and the nature of solid wood flooring. Shun Shin et al. More importantly, the wood flooring industry has found a mode of operation suitable for its own market, that is, dealer distribution model. In just a few years, wood floors not only occupied the domestic market, but also had an important impact on the consumption concept of the domestic market. When export sales are affected, bamboo flooring companies have already faced difficulties in returning home.
So, in the face of the current predicament, isn't bamboo flooring a chance? of course not. If the bamboo flooring enterprises make collective efforts, its development potential will be unlimited, which is due to the strengthening of the world's ecological awareness and people's increasing awareness of environmental protection. Although wood is a renewable resource, tropical forests will not be able to supply market demand in the short term. Solid wood flooring will inevitably be upgraded in the coming years, and production will surely be gradually reduced. Reinforced and composite flooring has been completed at the environmental protection level. Great changes have taken place, but in people's consciousness, especially in the increasingly luxurious requirements of urban life, there is a certain limit. From these perspectives, the future of bamboo flooring is indeed infinitely bright.
Bamboo flooring to eat inside and outside the bamboo floor belongs to building materials products, building materials, sales channels are generally two kinds, that industry channels and retail channels, industry channels are generally reflected through group purchase, buy customers are divided into decoration companies, real estate development companies and direct large client. The retail channel is directly for home customers. Therefore, before the market operates, you must clearly identify your target customers and do not attempt to eat them all.
Rational allocation of resources is the key to improving the visibility of bamboo flooring companies. At present, the domestic market does not have bamboo flooring with brand advantages. Enterprises should sub-regionally distribute products, concentrate on superior resources, and support key shopping malls. Emphasis should be placed on cultivating consumers, such as long-term publicity for the communities in key regions; and local decoration. The company conducts harmonious and effective cooperation. By nurturing and supporting key markets in key regions, we will continue to raise awareness of bamboo flooring.
It is inevitable that bamboo flooring export enterprises will attack the domestic market. How large is the success of bamboo flooring? In addition to the advantages of bamboo flooring itself, the most important thing depends on how manufacturers and distributors develop sales channels, improve the network system, and increase awareness. Bamboo flooring companies want to gain a foothold in the domestic market, not only to improve their own product quality work hard, at the same time, corporate brand communication and marketing is also very important.
Bamboo flooring how to counterattack in a weak position At present, China's floor market is almost occupied by wood flooring, bamboo flooring is in a weak position, is a market latecomers, in the face of unfavorable situation, the bamboo flooring should be how to seal the victory?
First of all, do not attempt to surpass the wooden floor in a short time and become the leader of the floor market. To capture the attitude of later market cuts, differentiate the wood floor market, focus on the goal, and strive to become the champion of the floor market first, change the market structure, and lead the development of the bamboo flooring market.
Second, we must concentrate our funds on research and development of superior products and advance competitive projects. At present, most bamboo flooring companies in China are mostly small and medium-sized enterprises. They have weak strength and insufficient resources and do not have the ability to support the diversified development of enterprises. If you blindly go on projects, you can only cause a dispersal of funds, and there is a shortage of "blood supply". Any project is also not specialized or strong. If companies choose bamboo flooring as an investment field, they should concentrate their resources and make every effort to become the leader in the bamboo flooring industry. A brand is a category product. Do not attempt to make bamboo flooring, wood flooring, or other bamboo derived products from the same brand. A brand, if it covers multiple categories of products, will reduce consumer awareness.
Third, cultivate consumer awareness of bamboo flooring. Don't say anything about advertising and branding. Consolidate all the power, keep a voice, and strive to put a point to the extreme.
Popular low-carbon products are nowadays, compared with other flooring products, bamboo flooring has a natural advantage - low-carbon environmental protection. At present, bamboo flooring companies need to increase consumption guidance and gradually cultivate consumer awareness of bamboo flooring. Establish a sales network to further increase the promotion of bamboo flooring. As a durable consumer product, the floor should pay attention to pragmatic propaganda in the process of publicity. As far as the current market situation is concerned, advertising on bamboo floors is more common for most manufacturers than for print media. At the same time, in the propaganda, the model of “a company that benefits more than people†was used to achieve advertising effectiveness.
According to the sales of bamboo flooring in the market, bamboo flooring is less than 10% of the wood floor. As a result, many flooring agents are reluctant to represent bamboo flooring, resulting in many places where bamboo flooring is needed and there is no need for it. Awkward situation. The diversified development of the flooring industry has resulted in unique product categories in the market. Some experts and scholars are more willing to interpret the bamboo flooring industry from a macro perspective, because this industry has not yet broken through the “macroscopic trap†of the domestic market. An industry is not strong, and even stronger companies cannot achieve real strategic goals. From the domestic market perspective, the bamboo flooring industry seems to have many opportunities; from the point of view of ecology and long-term development, the bamboo flooring industry seems to be more in line with people's home-based concepts, such as environmental protection that is deeply rooted in people's hearts; from the perspective of enterprises, with the strengthening of wood Flooring materials are similar... However, these so-called potential advantages have not been transformed into competitive advantages. Bamboo flooring production and sales are still unable to compare with the three major floor categories.
The advantages of bamboo flooring are unparalleled. As a very distinctive type of floor, bamboo has a low thermal conductivity and does not produce cold and heat. Therefore, it is warm in winter and cool in summer and has a small color difference. However, consumers have misunderstandings about bamboo flooring. Therefore, the breakthrough direction of bamboo flooring companies should rely on low-carbon environmental protection, change consumer awareness, and reshape bamboo flooring in the industry as a good reputation.
The consumption of bamboo flooring has not been well-known to consumers as a dealer. It is not a sound strategy to distribute bamboo flooring in China. Consumers have insufficient understanding of the performance and stability of bamboo flooring and do not have the same concept of consumption as solid wood flooring. Compared with the traditional solid wood flooring and laminate wood flooring, bamboo flooring is slightly inferior in stability, visually has a "cold feel", and cannot be laid like a solid wood floor. The bamboo flooring industry needs to break through its traditional short boards for technological innovation.
Many people in the industry believe that the fundamental reason why the bamboo flooring industry cannot be compared with the wood flooring industry is the influence of culture. In China, both wood culture and bamboo culture have a long history. However, from the perspective of circulation and use, there is a big difference between the two. The plot of ancient “Sheng Mu is pregnant†has extremely far-reaching influence. Therefore, wood represents a popular culture. But bamboo, because of the limited growth of the region, the interior space, even if it can be used as a building, etc., it is mostly a tribal region. In the minds of more Chinese people, bamboo is a novelty and can not be reused. Associated.
In addition to market and cultural factors, consumers' doubts about bamboo flooring have also hindered the development of the bamboo flooring market. Consumers in the South worry that the damp environment will make bamboo flooring pests and mildew; northern consumers worry about whether the moisture content of bamboo flooring meets the requirements in the dry climate. In fact, these concerns can be dispelled if more attention is paid to the movement of the bamboo flooring industry and understanding of bamboo flooring products.
Of course, compared with solid wood flooring and laminate flooring, bamboo flooring has much less color and variety of products. Single species, less color, and less choice of products are another important reason for the loss of consumers. When consumers purchase products, they see the most common flat-sided bamboo flooring. There is a serious homogenization of products, and the lack of distinctive and attractive selling points is the weakness of bamboo flooring. To promote the bamboo flooring domestic sales market, for bamboo flooring companies, it is necessary to increase innovation, increase product research and development, and provide consumers with more innovative bamboo flooring products to meet the various needs of the mid-to-high end market.
When the wooden floor took off in the domestic market, more bamboo flooring companies looked abroad. Nowadays, it is the stage of strong development of wood flooring in China. While wood flooring occupied the ceramic tile market, many well-known wood floor brands have been born, such as the iconic wood flooring field, Fillinger, and the nature of solid wood flooring. Shun Shin et al. More importantly, the wood flooring industry has found a mode of operation suitable for its own market, that is, dealer distribution model. In just a few years, wood floors not only occupied the domestic market, but also had an important impact on the consumption concept of the domestic market. When export sales are affected, bamboo flooring companies have already faced difficulties in returning home.
So, in the face of the current predicament, isn't bamboo flooring a chance? of course not. If the bamboo flooring enterprises make collective efforts, its development potential will be unlimited, which is due to the strengthening of the world's ecological awareness and people's increasing awareness of environmental protection. Although wood is a renewable resource, tropical forests will not be able to supply market demand in the short term. Solid wood flooring will inevitably be upgraded in the coming years, and production will surely be gradually reduced. Reinforced and composite flooring has been completed at the environmental protection level. Great changes have taken place, but in people's consciousness, especially in the increasingly luxurious requirements of urban life, there is a certain limit. From these perspectives, the future of bamboo flooring is indeed infinitely bright.
Bamboo flooring to eat inside and outside the bamboo floor belongs to building materials products, building materials, sales channels are generally two kinds, that industry channels and retail channels, industry channels are generally reflected through group purchase, buy customers are divided into decoration companies, real estate development companies and direct large client. The retail channel is directly for home customers. Therefore, before the market operates, you must clearly identify your target customers and do not attempt to eat them all.
Rational allocation of resources is the key to improving the visibility of bamboo flooring companies. At present, the domestic market does not have bamboo flooring with brand advantages. Enterprises should sub-regionally distribute products, concentrate on superior resources, and support key shopping malls. Emphasis should be placed on cultivating consumers, such as long-term publicity for the communities in key regions; and local decoration. The company conducts harmonious and effective cooperation. By nurturing and supporting key markets in key regions, we will continue to raise awareness of bamboo flooring.
It is inevitable that bamboo flooring export enterprises will attack the domestic market. How large is the success of bamboo flooring? In addition to the advantages of bamboo flooring itself, the most important thing depends on how manufacturers and distributors develop sales channels, improve the network system, and increase awareness. Bamboo flooring companies want to gain a foothold in the domestic market, not only to improve their own product quality work hard, at the same time, corporate brand communication and marketing is also very important.
Bamboo flooring how to counterattack in a weak position At present, China's floor market is almost occupied by wood flooring, bamboo flooring is in a weak position, is a market latecomers, in the face of unfavorable situation, the bamboo flooring should be how to seal the victory?
First of all, do not attempt to surpass the wooden floor in a short time and become the leader of the floor market. To capture the attitude of later market cuts, differentiate the wood floor market, focus on the goal, and strive to become the champion of the floor market first, change the market structure, and lead the development of the bamboo flooring market.
Second, we must concentrate our funds on research and development of superior products and advance competitive projects. At present, most bamboo flooring companies in China are mostly small and medium-sized enterprises. They have weak strength and insufficient resources and do not have the ability to support the diversified development of enterprises. If you blindly go on projects, you can only cause a dispersal of funds, and there is a shortage of "blood supply". Any project is also not specialized or strong. If companies choose bamboo flooring as an investment field, they should concentrate their resources and make every effort to become the leader in the bamboo flooring industry. A brand is a category product. Do not attempt to make bamboo flooring, wood flooring, or other bamboo derived products from the same brand. A brand, if it covers multiple categories of products, will reduce consumer awareness.
Third, cultivate consumer awareness of bamboo flooring. Don't say anything about advertising and branding. Consolidate all the power, keep a voice, and strive to put a point to the extreme.
Popular low-carbon products are nowadays, compared with other flooring products, bamboo flooring has a natural advantage - low-carbon environmental protection. At present, bamboo flooring companies need to increase consumption guidance and gradually cultivate consumer awareness of bamboo flooring. Establish a sales network to further increase the promotion of bamboo flooring. As a durable consumer product, the floor should pay attention to pragmatic propaganda in the process of publicity. As far as the current market situation is concerned, advertising on bamboo floors is more common for most manufacturers than for print media. At the same time, in the propaganda, the model of “a company that benefits more than people†was used to achieve advertising effectiveness.
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