2013 China Wallpaper Industry Development Trend

In 2000, the wallpaper industry entered a booming phase. According to data, by 2009, there were over 40 wallpaper manufacturers across the country; by 2010, this number had risen to more than 90, and by the end of 2011, it reached around 230 companies. Over the years, the rapid growth in the number of wallpaper businesses led many to question: is the wallpaper market really as promising as it seems? While the market appeared prosperous, it was actually hiding significant risks. In 2010, there was already some overcapacity in the industry, and today, the problem has worsened. Current domestic demand versus production capacity ratio stands at 160 million rolls compared to 900 million rolls. These numbers suggest a highly saturated market, where competition among wallpaper companies may lead to fierce price wars and even market collapse. Will the wallpaper industry continue to grow, or will it face a major downturn? The future remains uncertain. Understanding the channel hierarchy is essential for analyzing the current state of the industry. Typically, products move from manufacturers through dealers and then to the final consumers. At each level, sales promotions are applied—this is known as "channel push." Meanwhile, brand awareness created by the company is referred to as "brand pull." This dynamic plays a crucial role in shaping the market landscape. Zhilian Zhida found that within the 230 or so wallpaper manufacturers in China, there are over 1,000 brands. Many companies operate multiple brands, sometimes even creating OEM (original equipment manufacturer) labels. These brands often lack distinct positioning, personality, or connotation, and their main purpose is to attract more dealers rather than build consumer loyalty. As a result, most companies focus only on the dealer level without considering deeper channel expansion. This narrow perspective limits long-term vision. The low entry barrier of the industry allows new players to enter easily, but those who want to succeed must raise the industry's competitive threshold. This can be done by controlling more nodes along the channel chain, such as moving towards terminal operations and direct consumer engagement. Currently, most companies rely on traditional distribution models—looking for provincial or city-level agents and using trade exhibitions to sell large volumes. While these methods save costs, they also signal an immature industry with low barriers to entry. As the market grows, the increasing number of exhibitors raises concerns about sustainability. In the past, when the number of manufacturers was smaller, terminals had little power and were forced to accept whatever the manufacturers offered. Now, the situation has changed. Terminals have gained more control, and manufacturers are more polite. Why? Because terminals are the last link in the channel, directly connecting products to consumers. Some forward-thinking manufacturers have started focusing on terminal operations, establishing franchise models and even opening factory-controlled stores. These early adopters have built strong market positions and created barriers for competitors. However, terminals still face challenges. They depend heavily on consumer demand. If demand is not effectively stimulated, the entire channel becomes blocked, leading to market stagnation. Ultimately, the success of any enterprise depends on how well it can connect with consumers. Companies can influence consumers through two main forces: channel push and brand pull. Channel push involves promotions at the dealer and retail levels, while brand pull focuses on building a strong brand image and consumer trust. Without both, it's hard to sustain growth. The wallpaper industry has faced setbacks before, especially due to product quality issues like yellowing and peeling. These problems led to consumer dissatisfaction and a major decline in the market. Similarly, the rise of paint, with its convenience and durability, caused another setback. Foreign brands like Nippon and Dulux entered the market with superior marketing strategies, further challenging the wallpaper industry. Today, however, the quality of wallpapers has improved significantly. Production technology is more advanced, and environmental standards are higher. As a result, the overall market hasn’t seen a dramatic decline. The industry is still growing, albeit at a slower pace. Looking at other industries, such as health products, we see similar patterns. Health products once faced similar challenges with exaggerated claims and poor consumer trust. However, as consumers became more rational and the market matured, the industry stabilized. The key to long-term success in the wallpaper industry lies in understanding and meeting consumer needs. Consumers are the ultimate decision-makers, and solving their pain points—such as high prices, inconsistent pricing, installation issues, and maintenance concerns—can drive greater demand. Currently, wallpaper is still considered a luxury item, not a necessity. It’s mainly used in hotels, high-end communities, and commercial spaces. For ordinary households, it’s still out of reach due to cost and lack of awareness. To grow, the industry must address these challenges. Building strong consumer brands, developing reliable franchise systems, improving after-sales service, and leveraging online platforms are all critical steps. Only by doing so can the wallpaper industry truly thrive and become a household staple.

Surface Mounted Downlight

Surface Mounted Down Light, Surface Mounted Led Downlight, Surface Mounted Ceiling Downlight, Surface Mounted Cob Downlight, Surface Mounted Smart Downlight

Jiangmen Synno Lighting Co., Ltd. , https://www.synnoled.com