Introduction to Dazhuang: He Huilin, head of the Copyright Section of the Economic Development Bureau of Gaogang High-tech Zone, part-time deputy secretary general of the China Wallpaper and Wallcovering Association.
One of the 2019 Beijing exhibition recall
Beijing wallpaper exhibition, Shenzhen fabric exhibition are over. We Taizhou wallpaper group has been on the prospects of the wallpaper wallcovering industry, discussed several times. A lot of bosses have observed both subtle, and high level, published a lot of insights. Groups of old friends asked to see the big strong thoughts on the exhibition. In fact, Da Zhuang went to Beijing to walk around, did not see what hall of fame, since friends want to see, but also to get a topic to say.
First, the wallpaper people's confusion (the most cold wallpaper exhibition)
After the first day of the exhibition, the first word expressed in the circle of friends is cold. Big Zhuang since 2009 to Shanghai Everbright to see the wallpaper exhibition, which only fell in 2013 Shanghai exhibition, is also a seniority of the old visitors, but this time the Beijing wallpaper exhibition booths less, fewer visitors , borrowed show my family Xu Boss's revelations: against the 2018, the first day of the Beijing exhibition less than 9,000, the second day less than 7,000 people admitted. Big strong old words again, once a year wallpaper exhibition should have come to the implementation of the moment, two exhibitions a year is still meaningful?
Every year to watch the exhibition of big strong to go to Taizhou local company's booth to see, this year, Taizhou team only Yue Ran paper Shang (with the world's only high-speed digital wallpaper production line) in the new China National Exhibition W1 Hall has a booth, the other only in the Crowne Plaza Hotel to open a room, and even the room did not open the exhibitors of the various factories of the new version of the factory is open less (an average of 1-2 new book). The popularity of Crowne Plaza Hotel is not generally poor, the former elevator needs to queue up the scene is simply gone. The market is bleak, the situation is grim, wallpaper bosses did not dare to invest before.
Dazhuang also briefly did a survey, high port Xuzhuang street wallpaper wholesalers large and small is said to be almost a hundred, before all wholesale wallpaper, now all wholesale wallpaper + seamless wallpaper, and wallpaper shipments have long been far more than the wallpaper. 2018 Taizhou Elegant 3N seamless wallpaper on the horse (Huangshi warp and weft 2.8 meters round net equipment) project, seems to be the only big investment in the wallpaper industry in Taizhou. Consulting Taizhou local wallpaper stores, wallpaper shipments accounted for about ninety percent . China wallpaper wallcovering industry annual meeting on the information, 2018 domestic non-woven paper base supply fell 27%, the market for non-woven paper slumped by nearly one-third, textile surface wallpaper (cloth) production increased sharply by three times, seamless wallcovering super up, 2018 is a big year for wallcovering people.
2018 industry benchmark Yaqino, Xinwang has long been active pressure production of narrow width, expansion of wide width. The exhibition E1E2 main hall booths are all companies in the industry competing to be a brand, the main aisle booths, even if the wallpaper started factories, almost seamless wallcovering versions are more than wallpaper versions. The mainstream of the wallpaper and wallcovering market is wide and seamless, and it's a fact that can't be disputed.
Beijing exhibition Yaqino booth publicity theme (wallpaper before the row is the focus)
Stars in the night or dawn? Beijing exhibition Dazhuang also visited the Xinyuan wallpaper to total (focus on solid color, opened nine new book), Luoyang Royal King of the host and Niu Dong (opened four new book), Bauhinia's Guo Dong (opened six wallpaper book, nine wallpaper book, a surface can be five materials of the wallboard book), and above mentioned Yue Ran paper Shang (developed eight new book), this year's Beijing exhibition of investment results are more than expected. Is it their wallpaper people hesitate to invest in the moment to take advantage of the first profit? Or product development positioning is accurate? It is worth exploring (at least say the industry needs a new version of wallpaper).
Second, the brand wallpaper stores, imported wallpaper business transformation and upgrading
The Beijing exhibition was fortunate to visit the headquarters of Zojiran, with Mr. Ye and Mr. Zhang made exchanges, and grew a lot of insights, although Zojiran has a very deep wallpaper complex, the whole team has a deep inertia in the thinking, but from their talk, feel their compulsion to change the market, Zojiran is accelerating the upgrading of the store (rich products) : seamless wallpaper + curtains fabric + wallpaper murals, Zojirushi also set up a digital operations center). I think the rapid development of seamless wallpaper brand stores has posed a threat to them. Zojirushi in Beijing on the eve of the wallpaper curtain, held a franchisee conference in Beijing, the theme is cloth cloth for the win .
Imported wallpaper brands Marlborough, Ace, Brewster, Sofron and so on have also been attacked by seamless wallpaper, have joined the (seamless) wallcoverings and fabrics in their channels, upgraded to soft furnishing stores, it seems that the only insistence on only wallpaper is the Italian Bowden.
The old wallpaper people certainly have wallpaper complex, but timely adjustment of business direction in response to market demand is a wise choice. Their actions also confirm the judgment of the exhibition last year in Beijing: wallpaper store to upgrade to the soft furnishing museum is the direction!
Here to insert a gossip, the Beijing exhibition, big strong and ten thousand households Yang always have a short exchange. Wando insisted on doing only wholesale wallpaper (porter), resolutely do not touch the wallpaper (very rare). Wando online wholesale wallpaper efficiency first should not be controversial, but I have never understood the reason they do not touch the wallpaper. Yang and I always make an analogy: an original wholesale liquor merchants, the days are very moist, and then there is beer, and then there is wine, red wine, sake, etc., are the same channel circulation, the market has a need to continue to add the product is that it will always be very moist, if there is a white wine complex, do not do other alcoholic beverages, I guess it will not be moist. The bottom line for white wine wholesalers is not to sell fake wine, not not to sell other wine. The bottom line for Wando is not to wholesale shoddy products, not not to dip into other categories of products. But Mr. Yang was unmoved, making Da Zhuang admire his perseverance. Spit it out again, Wando three years do not shelve the version, is not that the classic is eternal?
Brand wallpaper store upgraded to the overall soft furnishing hall is the trend. Real estate continued for many years of downward trend, coupled with the fine decoration room, overall home furnishing, overall soft furnishing and other changes in the industry, the concept of whole consumption has invaded the minds of consumers, after the mobile Internet has become the infrastructure, but also changed the consumer habits, the earlier wallpaper store transformation and upgrading to the whole of the soft furnishings has also become a necessity. Currently there are four types of forces in the direction of the overall soft furnishings (brand stores), one earlier wallpaper brand chain stores (such as Zojiran, Gramercy, Ruibao, Marlborough, Ace and so on), they specialize in the construction and operation of the terminal channels; two wallpaper factories built their own Terminal brand stores (Yaqino, Wolefei, Tepli - Galaxy Home, Yulan, etc.), they are immersed in wallpaper products for many years, product design and manufacturing capacity is superb; Third is emerging wall cloth people (Collar Embroidery, Ai is, Ruby, Keroya, etc.), most of them to build the brand wall cloth store (as if only a few Yilong wall cloth and other soft furnishings in the whole do), they are Fabric product process in mind, brand awareness is particularly strong, good at hype momentum, the operation of the brand chain stores at ease, the speed of development beyond the old wallpaper people's imagination (Ruby nearly 500, can be more than 300); Fourth cross-border over the strength of the Dagas, such as the overall home furnishing industry, such as Opie, curtain industry, such as the fish in the water, and other cross-border brands, the offline stores are many, cross-border over the strength of the Dagas, such as the overall home furnishing industry, such as the overall home furnishing industry, such as the curtain industry, such as fish in the water, and so on. Many offline stores, cross-border action over the fierce, will certainly stir up the wind and waves in the industry.
Dazhuang familiar with my house show, So ants soft furnishings, belonging to the Internet cross-border over small companies, show my house has its own original soft furnishings sales with the display software, although they do not currently have to play the overall soft furnishings brand, but they provide wallpaper wallpaper to merchants + curtains + murals wallpaper, to software services featured in the offline entity of the high-end store force; So ants soft furnishings specialize in the training and sharing in the help of Stores attracting traffic has a masterpiece (the whole network of attracting traffic), create a lot of practical software, founder Luo Haoyuan is the wallpaper circle of the network red, offline stores have a considerable number of fans, partners in the choice of products and quality control is doing quite good. The Beijing exhibition of two companies investment response exceeded expectations, and the exchange with the big strong can not hide the excitement, the big strong that their strength is small, but not to be underestimated power.
There is a question worth thinking about, the refined decoration room intercepted the store's market share, the soft furnishing store market capacity will certainly be reduced, from the incremental market of new houses to the stock market adjustment is a must, is not to realize the initiative of the big Zhuang "wall paste new" PK "wall refreshing!
Third, the wallpaper people's impulse please slow down
2018 is the brand year of many wallpaper companies. Big Zhuang sat in Taizhou, usually very little contact with the boss of the wallcovering company, but has been concerned about their dynamics. Last year, Da Zhuang had in the text of the wallcovering industry to create a terminal brand move to express appreciation. At first, I saw Yaqino, Ruby, can Luo Ya and other companies spend huge sums of money on big-name spokesmen, but also admire the boldness of the boss in Zhejiang. Probably the herd effect, followed by a large number of followers, it seems that more than 30 wallpaper companies have asked the spokesman, to say a few words, some of the spokesman has never heard of big and strong. The spokesperson's audience should be her fans, and I do not know the company's products are located in them? When Da Zhuang and some friends talk privately, they all think that many companies will lose more than they gain, and many people will pay tuition fees.
The first day of the exhibition, Sina Home in the new National Exhibition held "China Wallpaper Wallcovering Industry White Paper" conference, Da Zhuang was fortunate to be there to listen to a wonderful speech. About wallpaper wallcovering sales have the following data and forecasts. Professional organizations predicted that the sales of wallcovering exceeded wallpaper in 2019, which is good news for wallcovering companies, but the report released at the annual meeting of China's wallpaper and wallcovering industry said that "the wallcovering industry has entered the stage of low price competition, and overall profits fell by 30%". Maker's Luo said a classic words: "wallpaper and wallcovering industry products, price competitiveness is far greater than the brand".
(Photo quoted from the China wallpaper and wallcovering industry white paper)
Beijing exhibition time and the old bosses to exchange, big strong that do brand PR, products, services are indispensable. Please spokesman is just PR, products and services are not featured, the spokesman should be white please.
Yesterday, there are wallpaper company business manager and big strong exchange, said their company is also ready to ask the spokesman, I suggest that they wait a moment, there are already more than 30 to ask the spokesman, he said to the simple, then more than 30 to kill, see who can survive. My God? Surprisingly, I think so. Mushi International (wallcoverings) did not ask for a spokesman, Mr. Hua told Daqiang, to do fine, not to do big is their positioning, I think he is sober!
Fourth, wallpaper wallcloth wall click fusion
Taizhou only wallpaper manufacturers, wallpaper product access to four, engineering (finishing room prevalent, has become a main channel ), domestic sales, exports, e-commerce. Most wallpaper companies in Taizhou access only domestic sales, in addition to the love of the She has self-managed exports, specialized engineering department, other companies export, engineering business all depend on the relationship, e-commerce very few companies try, are given up. Wallpaper industry since 2015 days are not good. After the prevalence of wallcoverings, many enterprises in Taizhou also go to the group this wallcovering, but they are not helpful. Often friends ask big strong, wallpaper business actually do? The topic is so big, let me be quiet.
Dazhuang is 60 years later, experienced to the cloth store to buy cloth to ask the tailor to do the new clothes, to the department store clothing cabinet to buy ready-made clothes, to the clothing store to buy a set of consumer upgrades. Wallpaper and wallpaper industry is currently in transition from selling fabric upgrades to clothing stores. But most of the wallpaper and wallcovering factory does not have the ability to upgrade, can only be the object of integration, product features may become a whole soft furnishing store (brand store) suppliers, the days a little bit of moisture; product features, can only become a big road store suppliers, living a hard life. Wallpaper is only one of the wall decorative materials in the selection of materials, over the years, heavy products, light service habits, the formation of wallpaper on the wall after the problem (such as color difference seam warping mildew, etc.), stores, manufacturers, masters of each other to pull the wool over the eyes of consumers disappointed in the bad results. Only brand stores can cure the wallpaper and wallcovering industry short service this stubborn disease.
Big and strong first know seven pi wolves just department store clothing cabinet in the jacket, and then there are counters, and then there are stores, from jackets to all-season clothing, and even leather shoes and leather bags accessories have. Wallpaper wallcloth wall click curtains mural wall art to the soft furnishing store is also equivalent to the full season, will certainly harmonize in thousands of homes on the wall. When the wallpaper price war leads to a single wallpaper profit is not enough to support the brand wallpaper store, Dajiang guessed that they will naturally increase the category and upgrade to the overall soft furnishings. Thinking in terms of the diversity of wall decorative materials, multi-category is an inevitable trend.
Finally, two key words: store training and digitalization, which is the brand road must be stepped over the hurdle.
Dazhuang 2019.3.21
Note: At the request of Xinyuan to total, Dazhuang wrote this in a hurry. Thank you for the help given to Da Zhuang by the industry bosses. This article only represents personal views, welcome to criticize and correct.