Hangzhou floor high price popular solid wood composite supply is slightly insufficient

The distribution of various materials flooring in Hangzhou market tends to be balanced

Demand for solid wood composite flooring grows rapidly and supply is slightly insufficient

According to the survey data, the solid wood flooring is currently the best-selling market in Hangzhou. The market coverage is 39%, and the market share shows a declining trend compared to last year. The solid wood composite flooring market accounts for 28%, which is basically the same as last year; the market share of laminate flooring is improved. Product coverage 27%; bamboo flooring market accounted for 6%. It can be seen that the market share of solid wood flooring, laminate flooring, and solid wood composite materials in the Hangzhou floor market has been growing in the direction of equalization.

According to data from consumer surveys in Hangzhou, the flooring material preference of consumers in Hangzhou is dominated by solid wood flooring and engineered wood flooring, accounting for 76% of the total, of which 39% of consumers tend to choose solid wood flooring, and 37% of consumers prefer solid wood flooring. The floor expressed the willingness to purchase; the demand for laminate flooring was slightly lower, accounting for 20%; and the demand for bamboo flooring accounted for 4%.

From the comparison chart of the supply and demand relationship of various materials floors, it can be seen that the demand for solid wood composite flooring in Hangzhou is increasing, but due to the lack of a corresponding increase in market share, the market supply is slightly insufficient; on the contrary, the increase in market share due to strengthened flooring is higher than With the growth of demand, there is a potential crisis of oversupply. The supply and demand relationship between solid wood flooring and bamboo flooring is basically in a balanced state and the market is relatively stable.

1. In 2010, the top ten brands in Hangzhou floor consumption

Dazhuang, Fortune, Del, Icon, Flinginger, Nature, WorldFriends, Anxin, Yongji, Jiusheng

2, product analysis

1) Material analysis

2) Hangzhou floor market exceeds 40% floor to 12mm thickness specification

Hangzhou flooring market thickness specifications to 12mm-based, accounting for 44%; followed by 18mm floor specifications, product coverage 18%; 15mm specifications floor is also more popular, accounting for 13%; In addition, 8mm specifications accounted for 9%, 11mm specifications Accounted for 7%, other floor thickness specifications accounted for 9%.

Compared with other major cities, the proportion of 15mm specifications in Hangzhou flooring market is relatively low. Among the thick floors, Hangzhou consumers prefer to choose 12mm and 18mm thickness floors.

3) The unit price is mainly in the range of 100-400 yuan, and the mid-high price floor products are concentrated

The survey data shows that in the current Hangzhou market, the unit price of flooring is mainly in the range of 100-400 yuan, and the distribution of medium and high-priced products is relatively concentrated, among which 100-200 yuan and 200-300 yuan each cover 30% market share, 300-400. Yuan floor products accounted for 21% of the market share; in addition, the high-priced product range below 400 yuan accounted for 10% of the floor, accounting for less than 100 yuan floor 9%.

Compared with the results of the survey in 2009, Hangzhou flooring fluctuates in the price range of 100-200 yuan, and the product coverage rate has increased by nearly 10%; product coverage in the price range below 100 yuan has risen slightly; product coverage in the price range of over 200 yuan has appeared. With varying degrees of decline, overall, the flooring products in Hangzhou began to focus on the medium price level.

3, consumption characteristics

1) Paving area

Over 30% of consumers tend to lay wood floors only in the study

The proportion of consumers who choose to lay wood flooring in the three areas of the bedroom, living room, and study room is high.

According to surveys of consumers in Hangzhou, 32.9% of the consumers who choose to lay wood flooring chose to lay wood floors only in the study room; followed by consumers who chose to lay wood floors in their bedrooms, living rooms, and study rooms. Accounting for 23.5%; in addition, some consumers choose to only lay wooden floors in the bedroom, accounting for 18.3%.

In addition, compared with the selection results of wood floor laying areas for consumers in other major cities, consumers in Shenzhen, Chengdu, and other cities have a higher percentage of consumers who choose to lay wood floors in their bedrooms and study rooms, while consumers in Hangzhou have a lower preference. , accounting for only 10.3%. Affected by economic conditions, product performance, etc., Hangzhou consumers are more inclined to only lay wooden floors in the study.

2) The floor consumption budget is concentrated in 1-2 million yuan, accounting for 42%

According to survey data, the floor budget in Hangzhou is concentrated at 1-2 million yuan, accounting for 42%, followed by consumers with budgets ranging from 51,000 to 10,000 and over 20,000, accounting for 28% and 26% respectively. The three budget ranges are the mainstream budget ranges for the Hangzhou floor budget, with a cumulative percentage accounting for 96%; in addition, 4% of consumers with a budget below 5,000 account for 4%.

Compared with last year's floor consumption budget survey results, the budget for more than 10,000 yuan in the Hangzhou area tends to be concentrated and the overall budget level has risen significantly. Among them, the budget share of 1-2 million yuan is the most prominent, up 10 percentage points from last year, and more than 20,000 yuan. The budget is 11 percentage points higher than the data for the same period last year. It can be seen that the consumer spending power in the Hangzhou area and the increase in floor demand.

3) Hangzhou consumers have diverse diversity of floor tone preferences.

The data shows that in terms of the selection of floor tones, 49% of consumers tend to choose a light-colored floor, 43% of consumers choose a dark-tone floor, and the proportion of consumers in two parts is close. Different color tones are favored by some consumer groups. In addition, 8% of consumers think that they will not pay attention to the color of the floor. They think that the price of the product, brand, etc. are more important.