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In the aftermath of a tough 2012, flooring companies that managed to survive are now leveraging their strengths and embracing industry trends. The sector has seen a surge in various movements, with companies striving to seize every development opportunity. Regardless of their current situation, they are pushing forward relentlessly. But what exactly is at stake when these companies chase trends so intensely?
What is a brand?
The author observed that many flooring companies are overly focused on branding. During visits to several floor companies, the owners often mentioned plans like “We used to run two brands and are now planning to launch new ones this year.†Such statements are common, but deeper conversations reveal a lack of clarity on brand positioning, culture, or strategy. In reality, many brands are just copying popular market trends, rebranding existing products, or simply changing names and logos without real substance.
A brand should be more than just an idea—it should resonate with the audience. What value does the brand bring? It's unclear. Many local companies are trying to make their brands look international by renaming them in English or giving them foreign-style designs. But what promises can these brands actually deliver? It seems like the answer isn’t clear either.
When companies spend hundreds of thousands on early morning CCTV ads or use magazine ads to prove their advertising support, do they really consider the long-term impact of brand building? Branding is a systematic process that involves product development, production management, advertising, and public relations. It requires careful planning and consistent effort. A brand isn't about size or budget—it's about mindset and long-term vision.
Branding isn't a game. Companies that don’t have a clear brand strategy shouldn’t rush into becoming big-name brands. Instead, they should focus on solid manufacturing, reliable products, and quality service. When a flooring company decides to build a brand, it must first understand its core values and unique identity. Big brands aren’t created overnight—they are built through thoughtful planning and execution.
Innovation is another hot topic in the flooring industry. From China’s floor manufacturers to experts and associations, innovation is constantly encouraged. However, many companies end up falling into an "innovation trap." Countless businesses have suffered from costly and ineffective innovations. According to surveys by the China Brand Planning Alliance, the average cost for launching a new product line is as high as 2 million yuan. Only 10% of innovations lead to significant profits, while over 50% fail in early stages and 40% last less than three years.
While innovation is necessary, flooring companies need to approach it thoughtfully. Rather than chasing trends just to satisfy distributors, they should focus on real consumer feedback. Researching and understanding customer needs, leading usage habits, and improving lifestyles should be the core of innovation. If true product innovation is difficult, companies should instead refine their existing products and better manage their retail networks to meet home-based needs.
Online marketing has also become a major trend in 2013. From Shenzhen to Beijing, Foshan to Chengdu, everyone from manufacturers to managers is talking about online sales. The success of Taobao during Double 11 made it impossible to ignore. Many companies announced their focus on building online sales networks. But behind the hype, there are challenges. How many people have struggled with online systems? How many projects have failed? Complaints are rising, and competition is intensifying. Are network sales and sales networks the same thing? The internet is just a channel—not a cure-all solution. Companies must think carefully before jumping into online strategies. It's time to reflect and ensure that online efforts are meaningful and sustainable.