Wooden floor industry development trend in 2013

The concrete manifestations of the development of the flooring industry in 2012 were as follows: the continued regulation of real estate to protect the housing sector; the primary and secondary urban home market gradually shrank; the demand for decorative building materials in the 3rd and 4th grade cities increased; the pattern of export enterprises changed due to the dual anti-final decisions; The overall sinking of channel construction; material prices, low-cost era gone forever; e-commerce as a new model for the development of the industry; mobile network to create enterprise micro-blogging marketing; capital market to accelerate the upgrading of industrial chain; industry diversified development model continues to promote .

In 2013, the flooring industry will predict the following trends:

The transformation and upgrading of enterprises is an inevitable way. The “Twelfth Five-Year Plan” is an important period for the structural adjustment of China's economy. 2012 is an important year for the implementation of the “Twelfth Five-Year Plan”. With the acceleration of urbanization, the central government will The implementation of the people’s livelihood policy and the implementation of the new poverty alleviation plan, especially the first batch of 10 million housing units of the Safelihood Project, have been completed and completed. This has enabled China’s wooden flooring to rejuvenate its operations, and it can steadily grow for 15-20 years. Market space. It can be predicted that with the gradual transformation of China's economic development mode and the gradual implementation of sustainable, steady and rapid development of strategic measures, in the next 1-2 years, China's flooring companies will face market changes, rising costs, and personnel in a new round of development. The grave challenges of loss have also provided the advantageous companies with historical opportunities for mergers and reorganizations, transformation and upgrading, and excellence. Therefore, we must change the mindset of processing and manufacturing, and accelerate the structural adjustment, equipment upgrades, and marketing network construction. We must adhere to technological innovation as a support, constantly introduce marketable products in response to changes in the market, and strive to improve brand building capabilities. Enterprises have become an inexhaustible force for excellence and strength.

Innovation has become the mainstream of the industry Innovation is not a single technical concept. It is an act of entrepreneurs responding to changes in the market, grasping and leading the market, and continuously reconfiguring production factors. In the current situation where there are no signs of loosening property purchases, the impact of most flooring companies will not be reduced in the short term. If we want to highlight the encirclement and remain invincible, we must take the road of innovation to develop a new blue ocean. Flooring companies must closely focus on the market to carry out product innovation, technological innovation, market innovation, resource innovation and mechanism innovation, improve product environmental protection performance, increase investment in technological transformation, upgrading of equipment, and strive to reduce production costs, continuously improve product quality, and accelerate new Product development, timely launch of market-required products, adherence to order production, provision of custom specifications, access to international and domestic related products and corporate certification, can be superior, strong, and steadily developed, from "Made in China" to "Created in China."

Various data indicate that brand recognition in the flooring industry is much higher than other industries in the building materials industry. In the next few years, the brand gap in the flooring industry will increase, and the market structure will shift from chaotic disorderly price wars to clearer brand competition. When the market develops to a certain level, the leading industry must be a large-scale enterprise with high degree of automation, large-scale customization, and standardized production. A few national strong brands will become market leaders. Cross-industry related brands will become new challengers in the market. A group of regional advantage brands will still be followers of the market, and more cutting-edge brands will act as The new generation of markets continues to emerge.

E-commerce breaks the traditional marketing model E-commerce helps the traditional manufacturing industry to carry out a full range of changes. The implementation of the consumer demand customization model is called “B4C”, emphasizing two-way interactive communication with the customer as the center. At present, there are more than 100 e-commerce websites for home building materials in China, which are roughly divided into four types: vertical transactions, platform-based shopping, online shopping malls, and comprehensive portal building materials. The vertical trading platform accounts for the largest market share and the fastest growth rate. In 2011, the transaction volume was as high as 40 billion yuan.

According to IBM's analysis, the next five years will be the rapid development period of China's e-commerce. The average annual growth rate of B2C market transactions will exceed 58%, and the average annual growth rate of B2B market transactions will exceed 37%. It is estimated that by 2015, the scale of e-commerce for home building materials in China will reach 205 billion, and the scale of online shopping will increase by 249%. The online purchase rate will reach 17.5%. The rapid development of e-commerce will certainly have a huge impact on the traditional management and distribution model. Flooring companies should focus on the operation of the network platform and build a “three-in-one” e-commerce model with brand displays, marketing channels, and service models that are compatible with them, and resolve possible conflicts between traditional channels and online sales channels. Dealers and distributors Businesses are transformed into service providers, and dealers and distributors are transformed into service providers. The traditional B2C e-commerce model combined with the status quo of the flooring industry has evolved into a mode of combining O2O offline business opportunities with the Internet. The gradual integration of relevant elements of e-commerce and floor sales will inevitably lead to a new partner system, product display and trading system, distribution and installation service system, personalized customized design and construction service system, and a new floor and home production industrial chain. .

Actively expanding ** channels of business opportunities brought about by the reform of China’s collective forest rights system has attracted many investors from inside and outside the industry to pay more attention to forestry. In 2011, the number of 386 IPO companies in China exceeded 4,000 billion yuan, of which the average book investment return rate for construction and building projects was 5.96 times, ranking sixth. A few years ago, Anxin, Nature, and other brands introduced PE venture capital. Shengda and New Oasis went public in China. In 2011, Nature Floor successfully listed in Hong Kong under the name “Chinese Flooring”, followed by Del Home’s official listing on the Shenzhen Stock Exchange. Many floor companies rely on policy thrust and multiple capital channels to achieve mergers and acquisitions, expansion of scale, extension of industry chain, production of single products, development of forest plate, product diversification, and development of “6+1” industry chain. The management of an enterprise has risen from its product operations to the platform of asset management and capital operation.

In the next few years, through capital market leverage guiding mergers and reorganizations, establishing a standard corporate governance structure, and increasing industrial concentration, the development of a number of large and medium-sized flooring companies with internationally-renowned brands and core competitiveness will become the development trend of the flooring industry in China. Guide the upstream and downstream enterprises of the industrial chain to specialize in division of labor, cooperation and win-win, and then effectively integrate global resources into the forefront of the world's floor companies, nurture the core competitiveness of technology, brand, quality and service, and form an international team of “Made in China” flooring. The competitiveness has transformed China from a "floor factory in the world" to a "floor research and development center" and a "multinational flooring company headquarters."

Breaking Trade Barriers to Create a Green Industry Chain China is the largest timber importer and the largest exporter of wood processed products. The game rules for international trade have been formulated by developed countries such as the United States. As of October 22, 2010, China had suffered 26 anti-dumping and countervailing cases in the United States. The 26th double counter case against China's solid wood composite flooring, which only up to 242.2% anti-dumping duties. The China Forest Products Industry Association organized related flooring companies to actively respond to the “defense defense” and achieved satisfactory final results.

With the entry into force of the U.S. Lacey Act Amendment of the Plant Regulations in May 2008 and the implementation of the European Union's Forest Enforcement Process Action Plan (FLEGT), a series of international trade barriers concerning wood products were introduced, resulting in export of Chinese wood products. Extreme pressure. China's flooring entering the international market must pass a series of certifications, such as system categories: management ISO9001, environment/ISO14001, safety OHSAS 18001, etc.; product categories: Japan JAS certificate, EU CE marking, US CARB certificate, etc.; Social responsibility: SA 8000; Sustainable development: forest certification FSC, PEFC; safety categories: UL certificate.

Different countries have different standards for green products, but they all emphasize the characteristics of products that are conducive to human health and environmental protection. The World Health Organization (WHO) announced that more than two-thirds of the world’s buildings contain harmful gases in the air, and more than 64% of the pollution comes from wood products. Green environmental protection is an eternal development theme, and it is also a product concept that the flooring industry must adhere to. The development of a green industrial chain will become the mainstream business model for the flooring industry.

With the deduction of time, related corporate certification will in fact become an access permit for flooring companies to enter the market, and will guide Chinese companies to establish eco-home design concepts, reduce energy and resource consumption, reduce environmental pollution and carbon emissions, and use ecological concepts. Guide the whole process of the floor product production system, create "human-home system-environment" to harmonize with each other, and meet the constantly changing market demand.