In the mature phase of the flooring industry, the market has remained relatively quiet for a long time due to real estate regulations and fierce competition. Although there haven't been major crackdowns, top flooring companies are still competing behind the scenes, with market expansion becoming a common strategy. As a result, territory battles have become the norm in this highly competitive environment.
Despite the challenges, many industry insiders believe that the floorboard market in China still holds great potential. In third- and fourth-tier cities as well as rural areas, the market remains largely untapped, offering significant opportunities for flooring companies. However, the tightening of real estate policies has led to a steady decline in overall property transactions, making many companies hesitant to expand into new markets.
This caution is understandable. While real estate controls have become stricter in recent years, housing prices have not dropped significantly. In an uncertain economic climate, many buyers are holding back, choosing to save rather than spend. Combined with rising home prices, household savings rates have plummeted. A clear example is that many homeowners find themselves short on funds after completing their down payments and entering the renovation phase. To move into their new homes quickly, they often opt for more affordable options, avoiding high-end products that may be too costly.
Therefore, while the "just-in-time" demand for flooring exists during urbanization, no one can predict when it will fully materialize. To overcome current challenges, flooring companies need to better understand consumer psychology. They should consider adjusting pricing strategies while maintaining product quality. Collaborating with competitors to avoid destructive price wars could also be beneficial. Only by balancing competition and cooperation can the industry navigate these tough times and emerge stronger.
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