In the current flooring market, second-tier brands are gaining more traction in county areas due to their favorable profit margins and better alignment with local consumer preferences. Industry reports indicate that most first-tier brand flooring products maintain a gross profit margin of over 40%, with high-end solid wood flooring often doubling profits thanks to its added value. However, these premium products come at a high price, limiting their reach in rural markets.
On the other hand, second-tier brands offer more affordable options, making them more accessible to consumers in towns and counties. As purchasing power in these regions continues to grow, the profit potential for second-tier flooring brands in retail sales is expected to expand further. This trend aligns well with the evolving demands of rural consumers who are increasingly seeking quality products without breaking the bank.
Recent national policies have also shifted focus toward rural development, contributing to the growth of the local economy. Many farmers who have moved into new villages now enjoy incomes comparable to or even higher than urban residents. As a result, their expectations for building materials—such as flooring—have risen significantly.
While some well-known flooring brands have entered the county market, they are no longer seen as exclusive. Local residents are now looking for both quality and affordability. A flooring dealer in a prefecture shared that although high-end flooring does sell, it's the low-end and mid-range products that offer greater profitability in rural areas. These products meet the practical needs of everyday consumers while still delivering good value.
Another key factor driving the success of second-tier brands is the strong presence of "farm markets" in many rural areas. These markets serve as gathering spots where people not only buy goods but also socialize. Many residents visit these markets regularly, creating a steady flow of potential customers. When home improvement stores are set up nearby, they benefit from this consistent foot traffic, increasing their visibility and sales opportunities.
Rural consumers typically don’t have strong brand awareness when it comes to flooring. Instead, they prioritize price and quality. While second-tier brands may not be as famous as top-tier ones, their affordability gives them a competitive edge in the county market. This price advantage makes them more appealing to budget-conscious buyers.
In recent years, as first-tier markets become saturated, many second-tier brands have shifted their focus to county and rural areas. Their product quality and after-sales services have also improved, allowing them to compete more effectively. The "quiet and affordable" marketing approach resonates well with consumers in these regions, making second-tier brands more recognizable and trusted.
According to a recent survey conducted by the company in a specific county, most floor retailers primarily carry low-end products that cater to the average consumer. Currently, low-end flooring brands dominate the market, while high-end options remain limited. With the younger generation (those born in the 80s and 90s) becoming the main force in the flooring market, there’s a growing preference for simple, stylish home designs that reflect personal taste without excessive spending. Low-end products perfectly match this trend, making them a popular choice among young consumers.
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