Cork flooring, an unexplored potential market
At home, the most familiar and common cork products should be cork stoppers for wine bottles. In addition, we often see cup mats and Pot mats and more. But what people are not familiar with is another big use of cork, which is used to make floors.
Cork flooring is known as ‘the pyramid of the floor consumption’, as its name suggests it is a product of high-end consumers. According to experts, cork and solid wood flooring are more environmentally friendly, soundproof, and the moisture-proof effect will be better. Stepping on the cork floor gives the person an excellent feeling of comfort. Because cork flooring has this advantage, many consumers have already favored this product. ‘At present, the development of cork flooring is slow, and the degree of acceptance is not very high, but cork flooring has been recognized and paid attention to as a new type of flooring due to its inherent characteristics and advantages. Especially in the North American market, the consumption is large. Wang Yong, general manager of Beijing Dehejia Wood Industry, said.
It is understood that from the perspective of the entire flooring products, Europe, the United States, China is the world’s three major flooring market, the largest market share is currently in North America. Because the local flooring processing industry is relatively backward, the main sources of market supply include factories in Indonesia, Southeast Asia, China, and Europe, and the orders are huge. In addition to North America, the market consumption in Europe is also very impressive, because their consumption habits are short floor replacement cycles. China may use laminate flooring for five to ten years to replace, and they may be replaced in two or three years. Short-term use and frequent replacement directly increase market consumption.
According to the data given by Wang Yong, the global production and sales of cork flooring is about 15 million square meters, although it is the smallest category of flooring category, not as much as one tenth of the laminate flooring, but Its development prospects are broad, so it is favored by some domestic manufacturers. Europe has the world’s largest cork flooring company Amorim. Although there are quite a few Chinese companies, the scale is very small. Only the Jinglin, Shaanxi Senhao Shi, and Beijing Dehejia are the only ones. At present, China’s cork flooring market has a production and sales volume of less than 1 million square meters. Compared with the European and American markets, the market space is very broad.
Beijing Dehejia Wood Industry is one of the companies that have focused on cork flooring in recent years, and has accumulated mature brands and processes. Wang Yong, general manager of Dehejia Floor, told Sina Home Reporter that Dehe has been researching and looking for a relatively new wood flooring product. For this reason, I also thought about starting with the agent Amorim’s products, but the conditions are too harsh. I don’t want to make a floor. I don’t have too much technical content to try my own money. But I didn’t think that the process of development and production was very complicated. I have been doing it for many years, so I have persisted and gradually mastered it. The core technology of cork flooring. Wang Yong said that it is necessary to continue the cause of cork flooring. Cork flooring may be a good opportunity under the current sluggish home market.
Market segment Cork flooring is expected to become potential stocks
‘Cork flooring is a relatively European product, if it is from the trend of trendy and fashion, this is the future trend. Although we push the classical furniture, the style of western furniture has a greater influence on the international market. It represents the aesthetic taste of a culture, so the softwood floor is now being promoted globally faster. Nowadays, all the brands that are importing brands and the brands that import imported products have begun to sell cork flooring. ‘
Wang Yong told reporters that cork flooring can produce 5 million square meters of production and sales within three years. Although there are only less than 100 square meters of production and sales in China, everyone is now working harder. . All products can be seen in the law. The first floor of the laminate was not made in China. It was imported first. Since 2000, it has been gradually localized in the laminate floor, and then the production capacity has come up. And this product may be subject to resource constraints, relatively special, the price can not be as low as the laminate floor, so it will not be as large as the laminate floor, but if it is a category in the domestic market It will definitely be loved by white-collar workers and high-consumption people. This is the development trend of this product.
De Hejia used to do floor trade, and also represented domestic and international brands, but now focuses on cork flooring. Wang Yong said that it was also caused by historical reasons. Dehe’s first imported products came, and it’s not bad. But there are various reasons for doing imported products. Our overall judgment on the market, from 2000 to 2006, China’s manufacturing industry is very development. Fast, domestic laminate flooring and European products are not much different, and the laminate flooring is also exported. If we import the laminate flooring from Europe, the feeling is greatly limited. Finally, it is the thing of Ou Dian that prompts us to stop importing products. The thing of Ou Dian is to crush the last straw of the camel. When that thing comes out, we feel imported. The business of strengthening the floor is very difficult to do because the market is gone, consumers don’t believe in this product, and it is more difficult to do it. There is not much way out. Afterwards, it proves that the gradual segmentation of the Chinese market, in addition to the space of the top consumer consumption of mass consumption, to meet the individualized consumer demand, this is the reason we have been insisting and the pre-judgment of the market.
Take the fast-running strategy Early into the benign track
‘After several years of exploration, the product is now mature, with a production and sales volume of 20,000-300,000 square meters a year, and also exported to the United States. There are no obstacles and secrets in technology, but because of the special craftsmanship, there is still a certain threshold for market entry. ‘Wang Yong said that in order to occupy the market as soon as possible and establish a brand position in the cork flooring market segment, Dehe will adopt a ‘running’ strategy.
Wang Yong revealed that the core job of Dehe’s family is to open the market. In the next two years, the country will develop 300 specialty stores to form a certain channel.Road size. As the number of channels increases, the awareness of consumption will increase, thus forming a virtuous circle.
For the development strategy of Dehejia, industry experts have given full affirmation, saying: ‘Compared to the floor market, there is not much competitive pressure on cork flooring. At present, there are few brands of cork in China. In the bleak situation of the home market, there are risks and opportunities. The traditional flooring category has become uncompetitive, and cork flooring has now been recognized and paid attention as a new type of flooring. The future development space is very large, and the pioneers will Will get more development opportunities. ‘(文/新
release date: 2011/11/15 11:44:48
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