Looking at the human development cycle, can be divided into growth period, development period, bottleneck period, stable period.Every person in their own development to a certain period will fall into the bottleneck period, the so-called bottleneck period refers to the human potential, career and other areas reached Own limited, you want to break the bottleneck is an easy task.
As the human development cycle, wallpaper industry in its development to a certain stage, due to its own and the external causes of development stagnation, so into the development bottleneck, this is a normal phenomenon.Although the bottleneck is a difficult breakthrough However, as long as careful thinking, insight into the overall situation is not a bad thing.Then the wallpaper industry how to break the dilemma of development hindered? The first step is to analyze the status quo of the industry, and then consider the analysis of existing problems in the industry.Only by doing a crucial step, Follow-up development problems can be solved.
Insight: wallpaper industry development status quo
First, all regions of the wallpaper usage statistics
According to statistics, wallpaper usage in Europe and the United States is above 50%, Japan and South Korea are above 98%, while wallpaper coverage in the domestic market is only around 15%. However, 47% of modern decoration households expect wallpaper decoration Wall, wallpaper recognition is steadily rising.
Second, China's wallpaper usage increased year by year
As a whole, the wallpaper industry in China showed a steady growth trend, with the output rising from 201 million in 2011 to 328 million in 2016. Among them, the highest value in 2013 was in recent years with an output of 311 million tons of wallpaper. The output growth is more obvious, increasing by 84 million volumes from 2015, an increase of 34.5%.
Third, China's wallpaper consumer price reflects the industry potential
China's wallpaper consumption army is the middle class crowd in the wallpaper taste and price choices are more modest in the choice of wallpaper is more inclined to price 100-200 yuan / volume and has some brand influence wallpaper products (product design With artistic taste).
Therefore, the average price of the wallpaper industry products set at about 150 yuan / volume to the wallpaper industry market size measured by 2016, China's wallpaper industry market size of 31.2 billion yuan in 2010 to 2016, the average annual CAGR at around 7%.
Focus: China's wallpaper industry problems
Although China's wallpaper industry has made significant progress, but the problems are also very prominent.Specifically, the wallpaper industry, there are mainly the following four constraints.
First, the obvious market disorderly competition There are a large number of manufacturing enterprises in the domestic wallpaper industry, most of these enterprises do not have the unique technology and product advantages, there is no broad market influence, only through a simple price war to gain market share In contrast to mature wallpaper market abroad, the market concentration is very high, and there are significant differences between the manufacturers of products, manufacturers in their respective areas of competitive advantage in the production and sale.
Second, the market is highly competitive, overcapacity. Rapid growth in production capacity, can not be fully digested by the market, resulting in inventory backlog; In addition, the wallpaper industry brand concentration is extremely low, the industry is too fast but not mature, overcapacity will exacerbate the various industries Unfair competition, squeezing profit margins, or even damage the interests of consumers, consumer confidence in wallpaper products, leaving the entire industry suffered a heavy blow.
Third, did not establish a unified industry standards, service management needs to be strengthened.Now the wallpaper products in the Chinese market both in terms of product quality, environmental performance and service life has made great strides, but the wallpaper business service management has become the problem The further development of the industry barriers, the lack of standards for service system, the need to standardize.No uniform industry standards constraints, the wallpaper market is not the most important reason for the standard.Because the industry has not clearly defined standards for non-woven wallpaper, resulting in the current industry The proliferation of counterfeit products, environmental protection performance is not guaranteed, the construction process also appeared many problems.
Fourth, the brand effect needs to be improved.Currently the domestic wallpaper industry brand has more than 1,000 species, large-scale production enterprises 200-300 or so, the brand concentration is not high, less well-known brands, hinder the development of the wallpaper industry. Wallpaper manufacturers plus Big brand investment, brand development to expand the market and increase their competitiveness, but corporate brand building investment in improving operating costs at the same time often short-term slow success.
postscript:
From the current state of the wallpaper can be peep out the potential of China's wallpaper industry is immeasurable, as people's living standards improve, people pay more and more attention to the soft, soft-loaded wallpaper on behalf of the future market is very substantial.However, at this stage of our wallpaper Development is still problems, mainly the market disorderly competition, the vicious competition in the market, the brand is not high and the industry has no uniform standards, these four major problems have seriously hampered the current wallpaper to a better direction if the wallpaper industry wants to break the bottleneck of development Period, then the most important prerequisite is to analyze the existence of thorough problems, find solutions from the root causes.