In fact, with the gradual rise of healthy home life, the energy saving and environmental protection of building materials products are also more and more concerned by consumers. In recent years, bamboo flooring has gradually entered our field of vision, and its good environmental performance is one of the important characteristics of its firm foothold in the market. The future floor market will also develop around the word environmental protection, and bamboo flooring will also become the trend of products. So what is the reason for the embarrassing situation that bamboo flooring is prosperous in domestic production, but consumption is not strong?

Industry embarrassment: the market is full of fragrance outside the wall, lacking the right to speak and pricing

Bamboo flooring has not been in the Chinese market for a long time. It started in the 1980s. The technology has progressed rapidly, the development momentum is strong, and the technology is becoming more and more mature. Large enterprises are equipped with tenoning machines imported from Germany. The imported paint line adopts paints and adhesives imported from Europe, with high processing precision and stable product quality.

More popular with international consumers. In the past few years, the large bamboo floor production enterprises have mainly exported, and the export volume has increased year by year, and exported to Europe, the United States, Canada and Southeast Asian countries, accounting for more than 80% of the industry. It is more popular in cities in the northeastern region of China, and its sales volume is rising rapidly. Beijing and other cities also show a steady upward trend, so its market prospects are considerable.

As the domestic bamboo flooring industry has always been export-oriented, enterprises have always relied on the international market, and thus lacked attention to the domestic market, which not only led to the fragrance of bamboo flooring inside the wall, but also caused the market pricing power of China‘s bamboo flooring industry to be developed by Europe and the United States. State control. In addition, although China is the country with the largest bamboo planting area, the production machinery and core accessories are imported from abroad.

China is only an assembly workshop and raw material production base in the international market, which leads to the lack of international voice in the domestic bamboo flooring industry, and the market is attached to the international market, so the development of the industry is subject to the international market. For example, Anji, as a domestic bamboo town, does not have a company or brand with international influence. Basically, it is OEM for others.

Product embarrassment: sandwich biscuits lack appeal and lose the core competitiveness of the category

Bamboo itself is a relatively environmentally friendly material, and its bamboo is also a relatively rich resource in my country. The domestic bamboo forest area reaches more than 5 million hectares. The area and output of bamboo resources rank first in the world, and the performance is the best in the world. , About 90% of the bamboo forests with the highest utilization value are distributed in the southern provinces of my country. However, my country has been facing the contradiction of the shortage of wood for a long time. The use of bamboo instead of wood has provided a good development opportunity for the development, utilization and processing of rich bamboo materials.

However, because domestic bamboo flooring products are between the laminate flooring and solid wood flooring markets, the low-end market is squeezed by laminate flooring and ceramic tiles, and the high-end market is suppressed by solid wood flooring and solid wood composite flooring. In the first floor, bamboo flooring is used as a product from foreign trade to domestic sales.

Not only lack of market promotion, but also the core value of the category, so that the market cannot form a trend. In addition, the early quality of bamboo flooring was not stable, so that most flooring consumers could not form a good category awareness of bamboo flooring, and it was difficult for ordinary people to make up their minds to buy a new category in the market.

The embarrassing situation of not going up and down has led domestic bamboo flooring companies to blindly follow mature categories to market when operating in the domestic market, and operate the market by means of price manipulation. As a result, investment in brand building and market promotion has been neglected.

Market embarrassment: there are many brands without leading companies, no consumption atmosphere and no guidance

The area and output of domestic bamboo resources rank first in the world, and about 90% of the bamboo with the best performance and the highest utilization value in the world is distributed in China. Bamboo plants belong to the subfamily Bamboo of the Poaceae family, and are woody plants. It has the characteristics of a successful afforestation, and the underground stems can be whipped out of bamboo shoots, bamboos, and selective cutting every year, and the characteristics of sustainable use without destroying the ecological environment.

At present, there are more than 100 large-scale bamboo flooring enterprises in my country, mainly located in Zhejiang, Hunan, Fujian, Jiangsu, Jiangxi, Anhui and other bamboo-producing provinces. There are many small enterprises in the bamboo flooring industry, and most of them have not yet formed mature Unlike in the solid wood flooring industry, where nature leads the Baroque to follow, and the laminate flooring industry is led by icons, bamboo flooring has no leading enterprises in China, because there is no leading enterprise guidance, the industry lacks development momentum, and there is no market consumption atmosphere. And guidance, which has led to the domestic development of the bamboo flooring industry has been in a downturn.

Under the current more brutal market conditions, "appendix" companies that do not have strong industry viability themselves will have a tendency to be "washed out" at an accelerated rate. This is the bamboo with considerable product, capital and resource strength. A great opportunity for flooring companies to strengthen their brands. Of course, the premise is that our bamboo flooring companies cannot wait for opportunities and take the initiative to win "brand opportunities". In the future, the market for bamboo flooring will be high-end, and heavy bamboo flooring will be the future development trend.

Embarrassing profits: operating brands with low gross profit, lack of brand promotion expenses

In my country‘s wood flooring consumption structure, the proportion of laminate flooring in total sales is on the rise. From 2000 to 2006, its proportion has increased from 51% to 61%; followed by solid wood composite flooring, its proportion has increased from 3% to 61%. 17%; solid wood flooring has decreased in the past two years due to the shortage of wood resources and the national protection policy for forest resources.

In 2015 and 2016, the sales volume dropped to 26% and 19% year-on-year respectively, and its proportion also dropped from 42% in 2005 to about 18% in 2016; %, but the growth rate is relatively high, with a year-on-year increase of 60% in 2016, which is 10 times the sales volume in 2005. At present, the average gross profit margin of my country‘s wood flooring industry is around 18%-30%. Among them, the gross profit margin of strong brands is about 30%. Because bamboo flooring is subject to foreign trade, its price and gross profit are only less than 25%, and enterprises have no promotion expenses when operating in the domestic market. The status quo of low gross profit makes it difficult to support the promotion and promotion of corporate branding. This is also the key to the failure of many foreign trade to domestic sales. There is no brand awareness and no brand promotion expense rate, which makes the rapid development of bamboo flooring exhausted.

Under the trend of home life that is incompatible with the trend of low-carbon environmental protection, the demand and extravagance for wood will become a life that is not in harmony with the world trend. All people of insight are abandoning the consumption of wasteful forests and starting to choose green and environmentally friendly renewable resources to fulfill their social responsibilities. Bamboo floor products are a good substitute product, which not only meets the needs of the society for the protection of the natural environment, but also satisfies people‘s pursuit of life taste, and also stimulates the cultural appeal in the bones of the Orientals. Therefore, it will naturally lead the future world furniture consumption trend.