The wallpaper has not been lost to other types of wall materials, but its market share in China is very low. This is the first-line sales staff. The sales manager with 6 years of experience in wallpaper sales gave the author an example: "In fact, it can be seen from the Japanese and Korean TV series. Almost every family in the TV series uses wallpaper to decorate the wall. The wallpaper is in Japan and Korea. Family usage is over 80%."
But in China, the popularity of wallpaper has been around 5%, even if it has improved in the past two years, it has not reached 10%. From the perspective of various parties, the following four reasons are analyzed:
First, the perception of wallpaper by mass consumers is very limited. Due to the immature wallpaper technology that appeared in the early stage of the Chinese national costume market , yellowing and cracking were serious, and the irritating taste of ink and plastic stampers was very heavy. This negative image has not been clarified and reversed for a long time. Although there are no such problems in high-end wallpapers, because most of them rely on imports, agents rarely spend a lot of effort to promote them, which makes consumers' perception of wallpaper very limited.
Second, the high-end wallpaper "high and low." At present, most of the well-known wallpaper brands in the domestic market are import channels. The price of goods should include multiple costs such as purchase price, tariff, freight, etc. The price is much higher than domestic wallpaper. The mid-end imported wallpaper is about 100 yuan per square meter, and such a price is obviously not competitive in the face of high-quality wall paint, and it is not yet popular.
Third, the domestic image brand image appeal is insufficient. Most of the domestic wallpaper manufacturers have only been responsible for production for a long time, and they are mainly oriented to the engineering market. There are only a handful of manufacturers who are interested in establishing brands. The establishment of a brand image not only requires deep internal strength, but also requires a wide range of consumer perceptions. If you want to do both well, there is still a long way to go for domestic wallpaper brands.
Fourth, the wallpaper industry has low brand concentration and lack of industry standards. Due to the sudden acceleration of industry development, various industry standards cannot be followed up in time, and industry chaos has intensified with the fierce competition in the market. This kind of chaos has destroyed the overall image of the wallpaper industry, and it is easy for consumers to feel distrustful of the entire product category.
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