Faced with rising raw materials and plagiarism wind wallpaper industry difficult choice 2012

Through four or five years of development, the wallpaper industry has grown from more than 30 brand teams to more than 1,000. Among them, there are some well-known brands such as textiles, fabrics, flooring, cabinets, and paper. In their view, the reason for involvement in the wallpaper industry is the temptation of high profits. As we all know, after years of development, the prices of various aspects of renovations have become increasingly transparent, and only the prices of imported wallpapers have made people “fantasy”, and even some people have defined this industry as “the last feast of home improvement”.

Compared with foreign countries, China's wallpaper market is still dominated by the majority of foreign brands Tianlong eight, and the industry is extremely low. According to statistics, the world's per capita wallpaper usage is 0.7 volumes (3.5 square meters), while China's per capita use volume is only 0.27 volumes. There is a huge gap between east and west that hides the huge potential of the Chinese market. Under the appearance of “high profits”, a large number of small and medium-sized enterprises have flooded into this industry.

For the influx of "outsiders", the domestic first-line wallpaper brands shouted "careful entry." It is understood that overcapacity has become a bottleneck affecting the development of the industry. China Construction Decoration Materials Association wallpaper branch in July is expected to "conservatively estimate that there will be 300 million rolls of wallpaper surplus at the end of 2011." The Chinese wallpaper industry is currently facing a crisis of overcapacity and it is difficult to change in the short term. For this reason, more and more people in the industry are worried about the wallpaper changing from the "last feast" to the "last dinner."

Especially for those imported wallpapers, the high price of the imported wallpapers gives people a lot of profit, but it is not so. The chairman of the Grammy, Yan Yanhua, said that the wallpaper is also a fashion, and there is a problem of unsalable sales like clothing. Best-selling wallpapers can bring certain profits to enterprises, but which unmarketable wallpapers can only be sold at a cost price of about 10%-15%, “The profit and loss are not good to calculate”.

One side is the temptation of selling wallpapers, one side is the risk brought by slow-moving products; one side is huge market potential, and one side is the crisis brought by excess production capacity... In front of various options, the wallpaper industry does not advance into traditional channels. Today, more and more brands are turning their attention to e-commerce. Only the home building materials industry, which has always been re-experienced, is the hot topic of whether this e-commerce business model is suitable. According to industry insiders, regardless of whether you are stationed or not stationed in e-commerce, the huge consumer groups of the Internet will be there and will only increase. Regardless of whether you care about or do not pay attention to e-commerce, competitors with keen market sense will be there. machine.

For a long time, wallpapers pay attention to visual observations and tactile sensations. However, if the wallpapers are put on the electricity supplier, consumers can only make judgments based on product display plans, and the user experience is not high. However, according to the reporter's understanding, the current first-line wallpaper brands have tried hydropower business platforms. We are familiar with such brands as Ruibao, Rouran, Mabao, and Bilimity. So far, the brands have settled in the Sohu.com home online store. Sales performance is also rising. "E-commerce is a new type of business model. This model is increasingly used by the majority of young people as the IT industry develops," said Zhang Weigang, general manager of Ruibao.com.

“Enterprises attach great importance to strategy, but they have not yet found a very effective method in terms of tactics,” Zhang Weigang told reporters. Wallpaper is not an end product. There are still follow-up issues such as paving. The status quo determines that there is a “difficulty” in wading e-commerce. At the same time, according to Zhang Shuhong, deputy secretary-general of the China Building Decoration and Decoration Materials Association, e-commerce still has the problem of poor user experience. Consumers cannot directly see and touch products, which undoubtedly brings difficulty to online sales.

For e-commerce, despite the fact that the company did not find an alumni record of effective operation methods, but in the traditional channel of diminishing charm, many companies have e-commerce on the corporate development agenda. As Ma Yun, the father of China e-commerce, put it, e-commerce must be done, and it must be done. “You will regret it after five years without doing it.”

One side is the coldness of traditional channels, and the other is the emergence of e-commerce. Are you in the wallpaper industry? Are e-commerce companies doing or not?

Price, up or not rise?

In 2011, there was a “buzz” in the market, which showed that rents, raw material prices, labor costs, and logistics all showed unequal increases. The role played by wallpaper in home decoration is increasingly important. Whether or not the price rise has caused people's attention. In 2012, wallpaper prices rose or did not rise?

According to relevant industry sources, under the combined influence of rising oil prices, the price increase of wallpaper raw materials can not be avoided, especially the use of wood pulp paper, non-woven paper and other materials in Europe and the United States and other developed countries is increasing, Already in short supply, major suppliers of wallpaper raw materials are raising prices worldwide. It is expected that the prices of raw materials will definitely increase alumni next year, which is about 10%.

The price increase is a very dangerous decision, because it may hit the retail market heavily. Since it is impossible to predict when the price increase of raw materials will be a big deal, the situation is still complicated. “Even if a stable long-term price is difficult to negotiate,” prices have not risen yet. According to industry insiders, “Everyone wants to control costs, but once they can't control it, they can only pass it to downstream companies.” Many businesses believe that price increases are a trend, but price increases are a trend for manufacturers and distributors to survive. It is a challenge to relieve stress to the terminal sales channels, and it will be somewhat embarrassing and helpless.

One side is the enormous pressure brought about by the upstream raw materials while the other is the sales performance of the retail market. In 2012, prices rose or did not rise, which is a problem.

Cottage, strike or indulge Today, the concept of “cottage” abounds, “cottage mobile phone”, “cottage computer” and “cottage star” are overwhelming, in China “cottage” looks like has become a culture 17173, and this culture is also wallpaper The industry is also being interpreted as "in full swing." In the market, you will always see a variety of “foreign brands” wallpapers. Introducing the entire body of foreign languages, you can hardly see the Chinese-language product description.

"No matter if it is a wallpaper or other soft packaging industry, there is a phenomenon of shanzhai." According to Kang Jiaxiang, general manager of Xinwang Wallpapers, “Whether it is our imported brand Lisdale or domestic Xinwang wallpaper, we are all facing the same situation – it is a cottage.” It is understood that the new products have just been listed, not more than half a year's time. There are man-made similar products, but the quality, environmental protection, wear and other aspects are indeed unsatisfactory. However, this has become a consensus in the industry because everyone can't stop the fate of "being a cottage."

However, the road to rights protection is extremely difficult. “High coordination costs, long time spent on investigations, and less compensation received” make people in the industry feel helpless. Rights protection or indulgence? The domestic first-line wallpaper brands choose to defend their rights. “As enterprises actively safeguard their rights, they also need the industry association to establish a regulatory system to promote the development of the industry,” Zhang said.

The cottage, hit or indulge, is really a problem for the wallpaper industry!