Chinese wallpaper has historically had a low adoption rate in home decoration, yet it holds immense market potential. Industry experts note that while foreign residents often use wall stickers, there is little use of paint in China. According to statistics, the usage rate of wallpapers in Europe and America is around 50%, and in Japan and South Korea, it exceeds 98%. In contrast, China's usage remains limited to major cities, with an overall rate of just about 10%. This indicates a vast untapped market for growth.
Despite this potential, several misconceptions have hindered the industry’s development. First, many still perceive wallpaper as not environmentally friendly. Public perception is stuck in the 1980s and 1990s, when early Chinese wallpapers were poorly made, using substandard materials and adhesives that led to strong odors. China began producing wallpaper in 1978, nearly a century after the West and two to three decades after Japan and South Korea. The lack of strict environmental standards at the time contributed to poor quality, reinforcing negative perceptions.
Second, some believe that wallpaper is of poor quality. In the 1980s and 1990s, Chinese wallpapers suffered from issues like curling, unattractive designs, and fading, which made them less appealing than paint. As paint became more popular, the wallpaper industry declined significantly.
Third, many think wallpaper is expensive. This perception stems from the fact that early wallpapers were mainly used in high-end venues such as luxury restaurants and embassies, leading consumers to associate it with luxury. Additionally, the influence of dealers and stores, along with limited price flexibility, has kept the market from expanding.
However, since the 21st century, the Chinese wallpaper industry has experienced a revival. Many domestic brands now produce high-quality wallpapers that match or even exceed international standards in design, production, and eco-friendliness. A growing number of young homeowners—particularly those born in the 1980s—prefer wallpapers for their aesthetic appeal and personal style. They are more informed and willing to explore different options, including checking environmental performance through professional testing.
Today, the price range of wallpaper is wide, from as low as $10 per square meter to over $40. This variety allows for greater accessibility and choice.
After experiencing a downturn in the 1990s, top Chinese wallpaper companies reflected on their strategies, improved their operations, and entered a mature phase. Since 2001, they’ve made significant progress by adopting advanced production technologies, using eco-friendly materials, and introducing hundreds of new designs annually. These efforts have enhanced both the visual appeal and functional value of wallpapers, aligning them with modern lifestyles and promoting higher living standards.
While the industry has grown rapidly, it has also faced challenges. Some companies rushed into the market without proper planning, leading to issues like intense competition and overproduction. The lack of standardized intellectual property protection and uneven supply and demand have also been concerns.
Looking ahead, China is expected to become the world’s largest wallpaper user and producer. Although current usage rates are lower than in developed countries, the market potential is huge. However, the industry must address existing bottlenecks, such as consumer awareness, pricing gaps, and marketing limitations.
Two key trends are emerging: first, industry consolidation, with many small players being eliminated, while stronger brands grow. Second, a shift from industrial brands to commercial ones. While some Chinese manufacturers have reached global standards in production, most consumers still lack awareness of the quality and eco-friendly features of domestic products. Building strong commercial brands is essential for changing public perception and capturing a larger market share.
In conclusion, the Chinese wallpaper industry is on the rise, with growing recognition of its value and potential. Companies must continue to innovate, improve branding, and expand market awareness to fully realize this opportunity.
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