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As the flooring industry continues to evolve and gain momentum, it has now reached a more mature stage, with fierce competition driving companies to seek innovative ways to expand their sales channels. One of the key challenges for leading flooring companies today is how to effectively grow their market presence and reach new customers.
With stricter market regulations and increased oversight of the real estate sector, the construction flooring industry faces both challenges and opportunities. While the property market's regulation impacts construction demand, the push for "hardcover" housing has also boosted the need for flooring in the tooling market. This shift creates new potential for flooring businesses to tap into emerging markets.
After homes are fully renovated, flooring remains just one part of the broader home improvement materials landscape. However, if products are well-designed and of high quality, pricing can be optimized, leaving significant room for profit. As a result, producing premium flooring is not only a future trend but also a strategic opportunity for larger companies to reposition themselves in the market.
In response to the intensifying competition in traditional home improvement markets and the ongoing development of national real estate policies, the installation market has become saturated. In this environment, marketing has emerged as a crucial strategy for many flooring companies to differentiate themselves and attract new customers.
Traditionally, flooring companies have relied on physical stores, supermarket chains, engineering procurement, and home improvement retailers as their main sales channels. Recently, online direct sales and group buying models have started to emerge, though they haven't yet gained widespread traction. Brand awareness was once built through magazines, newspapers, outdoor ads, TV commercials, exhibitions, and corporate events. However, the rise of online marketing is challenging these conventional methods, offering new possibilities for reaching consumers.
Flooring companies must be bold and open to change. If they continue to follow the same old strategies without innovation, they risk falling behind. It’s time to think outside the box, explore new markets, and develop fresh approaches to brand communication and product promotion. Vision and creativity will play a vital role in shaping the future of flooring marketing.
Industry experts are optimistic about the potential of online marketing, with many companies increasing their investment in digital platforms. The goal is to transform network marketing from a concept into a powerful channel that truly supports business growth.
Many floor distributors believe that publicly available quotes don’t guarantee stable sales. While price transparency can sometimes lead to lost opportunities, it’s not always the customer’s fault. Rather, it reflects a shift in consumer behavior and market dynamics.
Over time, flooring dealers have grown accustomed to high-profit margins. But with the rise of the internet and the growing transparency of prices across the country, the era of making profits through information asymmetry is ending. Network marketing is becoming an essential channel for expanding market reach and is expected to grow significantly in the coming years.
With the ongoing development of rural areas and urbanization, there is a massive demand gap for building materials in the countryside. Rural markets represent the last frontier for the building materials industry and offer huge business opportunities. Flooring companies must seize this chance to expand into smaller towns and ease the pressure in first-tier cities.
In third- and fourth-tier markets, local brands have a distinct advantage due to their long-term presence and established reputation. These brands often better understand local preferences and have loyal customer bases. However, first-tier brands may struggle when entering these regions due to strong local competition.
To succeed in these markets, top-tier flooring companies need to rethink their approach. They should leverage their strengths in talent, R&D, and technology to create products that better meet the needs of consumers in lower-tier cities. At the same time, they should adopt effective communication strategies that align with local media environments—such as outdoor and public transport advertising—which remain highly relevant in these areas.
Ultimately, the future of the flooring industry lies in adaptability, innovation, and a deep understanding of evolving market trends. Companies that embrace change and invest in new strategies will be best positioned to thrive in the years ahead.