The flooring industry is toward the era of aesthetic quality

Affected by the downturn in the real estate market, the building materials market once slumped in 2012. Among them, the flooring industry continued to have problems. The “toxic floor” and the “double reverse” investigations in the United States continued to emerge. In the new year, with the advent of the home market season, major brands are gearing up and the flooring industry is being reloaded. Through constant industrial upgrading, we are keeping a close eye on the young consumer market and gradually moving toward the high end of industrial upgrading and design aesthetics.

Quality storm promotes quality upgrade

With the expansion of the market and the expansion of demand, the floor industry in China has developed rapidly. According to incomplete statistics, in 2012 China's floor industry sales reached 406 million square meters, and the total output value reached 76 billion yuan.

Faced with such a huge market demand, some manufacturers and distributors aiming at seeking profits for the sake of shoddy and inferior goods. On February 16, last year, some users broke the news that Anxin Floor was suspected of excessive formaldehyde emission. Since then, parquet has been caught in the "toxic floor" quality door. This problem has aroused widespread concern in the industry and has also triggered heated discussions among consumers.

People in the industry believe that the continuous quality problems have sounded the alarm for the flooring industry. It is necessary to have strong regulatory standards to promote the healthier development of the industry. In 2012, the China Forest Products Industry Association Flooring Professional Committee issued the “China Three-tier Solid Wood Composite Floor Consumption”, hoping to raise consumers’ awareness of three-tier solid wood composite floors and urged the flooring companies to improve their own paving service levels. With this as an opportunity, local industry policies followed closely, and relevant regulations were formulated to accelerate the improvement of industry standards.

The call for standardization of safe production is getting closer, and the quality of wooden floor products has been continuously upgraded. According to the sales person in charge of the scholarly aesthetic floor in Jinan, the people of Jinan are more sensitive to the quality and safety of home improvement flooring, especially formaldehyde emission, under the frequent bombing of many “toxic floor”. The constantly rising floor production and sales “green threshold” has rejected unqualified products and made the quality of wood floors even higher. “Our brand's floor has been using European and American standards, and the amount of formaldehyde released has reached the E0 level. Although the formaldehyde release standard for domestic children's furniture is E0, but in the original intention of healthy use, we will also achieve such standards for ordinary flooring, Use quality to win people’s hearts."

Floor takes the "esthetic" route

Following the fashion trend, the home improvement industry has also begun to take the fashion route. At present, in the flooring industry, retro and modern horns come and go. No matter whether it is a solid wood floor or a composite floor, it is eye-catching with a modern design to achieve comfort and beauty.

With the improvement of people's living standards, home improvement design began to focus on spiritual appeal. When choosing floors and other furniture, the owner pays more attention to brand image and connotation, emphasizing the artistic beauty and cultural atmosphere it brings to home decoration.

According to industry insiders, the antique floor design process is quite ingenious. Its design and color use antique design, combining the floor patterns and textures, generally using a matt design to make the entire floor more stable. Antique floor with home improvement design is more elegant and calm. As opposed to antique flooring, the modern floor design is more attractive to young consumers. In the eyes of young consumers who value the uniqueness of their own living space, modern furniture can better demonstrate their individuality. A Mr. Zhang, who is currently purchasing flooring, told reporters that he mainly chose a light grey floor with a modern pattern for his new house. “Different from the antique floor warm tone, choosing a light gray floor can brighten the room color, but also can visually increase the size of the room, with irregular patterns, the whole room becomes stylish personality.”

At present, some floor manufacturers are no longer just concerned with the simple decorative effects of the floor, but integrate aesthetic elements into the manufacturing, sales, and consumption of floors, and achieve “esthetic value-added” in the design process, thus creating a more elegant aesthetic appeal. . The rise of the aesthetic floor has more profoundly affected consumer choices.

Restricted domestic demand for export expansion

The development of flooring companies is closely related to the international environment and foreign economic policies. Last year, the European Union and the United States imposed restrictions on China’s export of wood furniture to the environment, which caused a huge blow to the floor export industry.

In September 2012, the European Union adopted the "Lumber and Wood Products Regulations and New Environmental Protection Design Directive." It is planned to begin compulsory implementation on March 3, 2013, requiring exporting companies to ensure that the sources of raw materials for wood products are selected legally. Must be sustainable forest certified by the Forest Stewardship Council. Only about 10% of the world's certified wood is available, and less than 1% of the wood certified in the Chinese market. This also means that China’s export license for wood flooring for the European Union is not sufficient. The US implementation of the "Complex Wood Products Formaldehyde Standards Act" on July 1, 2011 severely restricted the amount of formaldehyde released from wood products sold and distributed in the United States. It is currently the world's most stringent emission standard for formaldehyde emissions. Under this standard scheme, many wood floors in China will face being rejected by the “standard threshold”. Floor exports to European and American markets have encountered unprecedented resistance.

Exports are experiencing frequent resistance and domestic demand is continuously expanding. It is understood that after the Spring Festival, the home improvement market continued to pick up, and floor sales began to pick up rapidly. Some solid wood floors have continued to break through in their design, playing the slogan of “health and health” and are receiving more and more attention from consumers. According to Mr. Gao, sales manager of Tiange solid wood flooring Jinan, due to the recent haze weather, more and more owners began to pay attention to the environmental protection of home decoration, and the solid wood floor was designed with elegant design and quality. "Last week's 'Home Fair', our brand signed more than 200 pens in half a day, and the sales amounted to 2.6 million yuan. There is no record of refunds so far, and the wood floor just needs to be strong."

People in the industry believe that solid wood flooring has won a solid foundation for its annual operations, and the continuous transformation and upgrading of China's flooring industry has resulted in optimization of industrial structure and enhanced competitiveness. China's flooring industry will grow and expand in the expanding domestic market.