In addition to the price war, sports wood floorswork“Hanging sheep's head to sell dog meat”'s homework is also endless. Among the various sports wood flooring brands, the warranty periods of each company are criss-crossed, and there is a warranty1years with warranty3< font face="宋体" style="line-height: 23px;">year,5years, and even a lifetime warranty. But some brands with lifetime guarantees will collapse within a few years. There are also some who say that the life-long warranty can only be used in the case of pure quality doubts, but the floor is not used after taking it back. During the paving process, it can be used improperly, and even there are doubts after maintenance. Faced with these doubts, Many businesses responded with “Not covered by warranty”. In fact, these are all attributed to false information. After consumers buy the floor, the merchants always have various reasons to shirk their warranty responsibility, and consumers often have nowhere to complain about their rights.
In China, floor work licenses are overflowing, various licenses, “fake licenses”The products are endless. In this regard, the people in the industry are sighing in confusion Roman">”. When it comes to the root cause of brand fraud, industry insiders pointed out that there are too many company executives in the flooring industry who have not yet recognized the value of the brand. They do not know that the brand represents the quality of the product, the effectiveness of the brand, and the integrity of the company. This has led to the appearance of brand fraud in one way or another.
The battle between merchants has always been raging, and the intensity is no less than that of the battlefield. Playing promotional cards and price wars are often criticized by industry insiders, but no merchant can completely jump out of this circle. Of course, this is the case for floor merchants, but it is not an inescapable space. As long as everything ends with brand value, it will naturally be more cautious.
The flooring company wins in the fiercely competitive market, which requires a unique brand positioning and implementation strategy. In the fierce market competition, to abandon the vicious competition and lead to the benign competition, the flooring company must rely on the brand and work hard on products, performance and innovation. Today, most of the flooring companies in China have initially or have already established their own brands, but it is not difficult to find that after many companies create a brand, they will soon follow the second, third or even more many. In fact, with the arrival of the aging of the floor brand, the growth and development of the floor operation does not require more and more complex, but less and more. The embodiment of the exquisite brand characteristics is also the embodiment of the product characteristics and the company's cultural energy.When it gets up, it can make consumers pay attention and then dominate the market, which is the embodiment of the best benign competition.
Since consumers have strong demand for new houses, and there is still a big gap in the ratio of households with wooden floors compared with developed countries, although wooden floors have entered a mature stage, their development potential cannot be underestimated. However, vicious competition is still the bottleneck of the development of the flooring industry, and the reason for this phenomenon is the irregular and unreasonable development of China's flooring industry itself.
With the pain experienced by the real estate market, the home furnishing industry has been affected most seriously. Although the market generally began to heat up in the first half of this year, with “Post Real Estate Era"The arrival of, coupled with the oversupply of household products is too serious, the deserted household market environment will become the norm for a long time in the future. Due to the overcapacity upstream and the blind expansion of stores, the occupancy rate of major building materials and home furnishing stores across the country has begun to decline, and investment in newly built building materials and home furnishing stores has also encountered certain difficulties. In order to stimulate consumption in building materials and home furnishing stores, “price war" Once again set off a new wave of floor competition. Since this year, Beijing's home furnishing stores, such as Red Star Macalline, Easyhome, Wanjia Lighting, etc., have launched "< /font>discount", “gift gift", "Cashback" and other promotions. In order to change the status quo, many sports wood flooringEnterprises have also adopted “Sell at floor price” to boost sales. There are even many home furnishing brands united through “Bargaining Club< /font>” Form to bring prosperity to the current market, and various preferential promotion methods are even more reach unprecedented strength.
