The wallpaper industry in wallcovering is in a period of rapid transformation.

Brief introduction of Dazhuang: He Huilin, head of copyright section of Economic Development Bureau of Gaogang High-tech Zone, and part-time deputy secretary general of China Wallpaper Association.

One of the aftertaste of 20 19 Beijing Exhibition

Beijing wallpaper exhibition and Shenzhen fabric exhibition are all over. Our Taizhou wallpaper group has discussed the prospect of wallpaper industry in wallcovering many times. Many bosses are observant, strategically located, and have expressed many high opinions. Some old friends in the group asked to see Da Zhuang's feelings about the exhibition. In fact, Da Zhuang went to Beijing for a cursory tour and didn't see anything famous. Since friends want to see it, let's find a topic to talk about.

First, the confusion of wallpaper people (the most deserted wallpaper exhibition)

After the first day of the exhibition, the first sentence expressed in the circle of friends was deserted. Dazhuang went to Shanghai Everbright to see the wallpaper exhibition in 2009, and only 20 13 of the Shanghai exhibition was dropped, which was considered as a qualified old audience. However, this Beijing wallpaper exhibition has few booths and few audiences. Borrowing the news from my boss Xu, the Beijing Exhibition lost 9,000 people on the first day and 7,000 people on the second day. It's time for the annual wallpaper exhibition. Is it still meaningful to hold two exhibitions a year?

Every year, we visit the booth of local companies in Taizhou. This year, only Yueran Paper (with the only high-speed digital wallpaper production line in the world) of Taizhou team has a booth in the W 1 Hall of Xinhua Exhibition, while others only have rooms in Crown Hotel, and even rooms are not open. There are few new versions in all participating factories (average 1-2 new versions). The popularity of Crown Hotel is not generally poor, and the grand occasion of waiting in line before boarding the elevator is gone. The market is bleak and the situation is grim, so wallpaper owners dare not invest as before.

Dazhuang also made a simple survey. It is said that there are almost 100 wallpaper wholesalers in Xuzhuang Street, Gaogang. In the past, all wallpapers were wholesale, but now all wallpapers are wholesale+seamless wallcovering, and the shipment of wallcovering has far exceeded wallpaper. 20 18 Taizhou elegantly launched 3N seamless wall covering (Huangshi Jingwei 2.8m round screen equipment) project, which seems to be the only big investment in Taizhou wallpaper industry. Consulting Taizhou local wallpaper store, the shipment of wallpaper accounts for about 90%. According to the information from the annual meeting of wallpaper industry in China, the domestic supply of non-woven paper base decreased by 27% in 20 18, the market of non-woven paper decreased by nearly one-third, the output of textile wallpaper (cloth) increased by three times, and the seamless wall cloth soared. 20 18 was a great year for wall cloth workers.

20 18, the industry benchmarks Jacino and Wang Xin have taken the initiative to reduce production and expand production. The booths in the main hall of this exhibition E 1E2 are all companies that strive to be industry brands. Even in the factory where wallpaper started, the almost seamless wall covering version surpassed the wallpaper version. It is an indisputable fact that the mainstream of wallpaper in the wall cloth market is wide and seamless.

Publicity theme of Beijing Zhanya Qinuo booth (focusing on wall covering)

Stars at night or at dawn? Beijing Zhan Dazhuang also visited Xinyuan wallpaper chief (mainly solid colors, opening 9 new books), Luoyang Yujing chief Niu Dong (opening 4 new books), Bauhinia Guo Dong (opening 6 wallpaper books, 9 wall books and a wall book with 5 kinds of materials on the surface) and the above-mentioned Yueran paper book (developing 8 new books). The investment promotion effect of this year's Beijing exhibition exceeded expectations. Is it someone who is willing to invest in wallpaper when they are hesitant? Or is the product development positioning accurate? It is worth discussing (at least the industry needs a new version of wallpaper).

Second, the transformation and upgrading of brand wallpaper shops and imported wallpaper merchants

Beijing Exhibition was lucky enough to visit Rouran's headquarters, communicate with Mr. Ye and Mr. Zhang, and gain a lot of knowledge. Although Rouran has a deep wallpaper complex and the whole team has a deep inertial thinking, from their talk, it is felt that Rouran is accelerating the upgrade of specialty stores due to market changes (rich products: seamless wall covering+curtain cloth+wallpaper murals, and Rouran has also set up a digital operation center). I think the rapid development of seamless wall covering brand stores has threatened them. Rouran held a franchisee conference in Beijing on the eve of Beijing wallpaper curtains, with the theme of cloth winning.

Marburg, Ambition, Brewster, Sofron and other imported wallpaper brands. Also captured by Seamless wall covering, they added (seamless) wall cloth and fabric to the channel and upgraded to a soft-packed shop. It seems that only Italian Bowden insists on making wallpaper.

Old wallpaper people must have wallpaper complex, but it is wise to adjust the business direction in time to meet the market demand. Their actions also confirmed Dazhuang's judgment of watching the exhibition in Beijing last year: upgrading the wallpaper shop to a soft-mounted museum is the direction!

By the way, in this exhibition, Da Zhuang had a brief exchange with Yang Zong. Ten thousand households insist on only wholesale wallpaper (porters) and never touch wall covering (very rare). There should be no dispute about the efficiency of online wallpaper wholesale of 10,000 households, but I have never understood why they don't touch wall covering. Let me use Yang Zong as an example: a businessman who used to wholesale alcohol lived a good life. Later, he had beer, yellow wine, red wine, sake and so on. They all circulate through the same channel, and there is demand in the market. If he continues to add products, it will always be very moist. If he has a liquor complex and doesn't make other liquor products, it probably won't moisten him. The bottom line for liquor wholesalers is not to sell fake liquor or other liquors. The bottom line of every household is not to wholesale fake and shoddy products, not products that are not contaminated with other categories. But Yang Zong was unmoved, which made Da Zhuang admire his perseverance. Let's talk about it. Do you think the classic is eternal when the version has not been removed for three years?

It is the general trend that the brand wallpaper shop is upgraded to the overall soft-mounted museum. The continuous decline of real estate for many years, coupled with the changes of refined decoration rooms, overall home improvement and overall soft decoration, the concept of complete consumption has invaded consumers' minds. After the mobile Internet became the infrastructure, it changed the consumption habits of consumers. It has become inevitable for wallpaper shops to transform and upgrade to overall soft clothes. At present, there are four forces developing in the direction of overall soft clothing (brand stores). One is the earlier wallpaper brand chain stores (such as Rouran, Grammy, Ruibao, Ma Bao, Ambition, etc.). ), good at the construction and operation of terminal channels; Second, the wallpaper factory built its own terminal brand stores (Jacino, Wolaifei, topli Yinhejia, Yulan, etc. ). They have been immersed in wallpaper products for many years, and their product design and manufacturing capabilities are super strong; Third, cutting-edge wall coverings (Lingxiu, Ai Shi, Ruby, Cloya, etc.). ), at present, most of them build brand wall cloth shops (it seems that only a few people such as Yilong wall covering are doing overall soft clothing), they know the fabric product technology like the palm of their hand, have a strong brand awareness, are good at hype, operate brand chain stores with ease, and develop faster than the imagination of old wallpaper people (nearly 500 rubies and more than 300 cloya); Fourth, cross-border strength is great, such as European brands in the overall home improvement industry and cross-industry brands in the curtain industry. There are many offline stores and fierce cross-border actions, which will definitely set off waves in the industry.

Show my home and Suo Yi soft clothes, which is familiar to Dazhuang, and belongs to a small company that crosses the border from the Internet. Show my family has its own original soft-packed sales display software. Although there is no brand that they haven't played with the overall soft clothes, they provide wallpaper wallcovering+curtains+murals to merchants, and make efforts to offline high-end stores with software service features; Suoyi Soft Decoration is good at training and sharing, and has a skill in helping shops to drain (whole network drainage). He created a lot of practical software. Luo Haoyuan, the founder, is an online celebrity in the wallpaper circle and has a considerable number of fans in the online shop. Partners do a good job in product selection and quality control. The investment response of the two companies in this Beijing exhibition exceeded expectations, and they were very excited when communicating with Dazhuang. Dazhuang thinks that although their strength is small, it is a force to be reckoned with.

There is a question worth thinking about. Fine decoration rooms cut off the market share of the store, and the market capacity of the soft-packed store will definitely decrease. It is necessary to adjust from the incremental market of new houses to the stock market. Is it time to realize the "pasting the wall" PK "painting the wall" advocated by Dazhuang?

Third, please slow down the momentum of the swing.

20 18 is the brand year of many wall covering companies. Dazhuang works in Taizhou, and usually has little contact with the boss of the wall covering company, but he has been paying attention to their dynamics. Last year, Dazhuang appreciated the efforts of wallcovering to build a terminal brand. At first, I saw Jacino, Ruby, Koloya and other companies spend huge sums of money to invite big-name spokespersons, but I still admired the boldness of Zhejiang bosses. It's probably a herd effect, with many followers behind it. At present, it seems that more than 30 wall covering companies have invited spokespersons to say unpleasant things, and some spokespersons are strong and have never heard of them. The audience of the spokesperson should be her fans, right? I wonder if the products of these companies are aimed at them? When Da Zhuang talked privately with some friends, they all thought that many companies would lose more than they gain, and many people would pay tuition fees.

On the first day of the exhibition, Sina Home held a press conference of "China wallpaper industry wall covering White Paper" at the New China Exhibition. Dazhuang had the honor to attend and give a wonderful speech. There are the following figures and forecasts about the sales volume of wallpaper in wall cloth. Professional organizations predict that wall covering's sales will surpass wallpaper in 20 19, which is good news for wall covering. However, according to the report released by the annual meeting of China's wall cloth and wallpaper industry, "wall covering's industry has entered the stage of low-price competition, and its overall profit has dropped by 30%". Mr. Luo once said a classic sentence: "The products and prices of wallpaper industry are far more competitive than brands."

(The picture is quoted from "White Paper on Wallpaper Industry in China")

When communicating with the bosses at the Beijing exhibition, Dazhuang believed that brand public relations, products and services were indispensable. The spokesperson is just public relations, and the products and services have no characteristics. Then the spokesperson should be invited for nothing.

Yesterday, the business manager of the wall covering company communicated with Dazhuang and said that their company was also going to invite a spokesperson. I advised them to wait. There are already more than 30 spokespersons. What he said is very simple, call more than 30 to see who can survive. Oh, my god. I can't believe I think so. Mus International (wall covering) didn't invite a spokesperson, but Mr. Hua told Dazhuang that it was their position to be fine but not big. I think he's sober!

Fourth, the integration of wallpaper and wall cloth.

There are only wallpaper manufacturers in Taizhou, and there are four channels for wallpaper products, namely, engineering (finely decorated houses are popular and have become the main channel), domestic sales, export and e-commerce. Most wallpaper enterprises in Taizhou only have access to domestic sales. Except Aishe has its own export and special engineering department, the export and engineering business of other companies are related. Few e-commerce companies have given up after trying. The wallpaper industry has had a hard time since 20 15. After the prevalence of wall cloth, many enterprises in Taizhou also went to do wall cloth, but it was useless. Friends often ask Dazhuang what wallpaper enterprises should do. The topic is so big, let me be quiet.

Da Zhuang was born after 60, and experienced the consumption upgrade of buying cloth from cloth shops and asking tailors to make new clothes, buying ready-made clothes from clothing cabinets in department stores and buying suits in clothing stores. The wallpaper industry in wall cloth is currently in the transition period from selling fabrics to clothing stores. Most wallpaper factories in wall cloth have no ability to upgrade and can only be integrated. Unique products may become the suppliers of the whole soft-packed shop (brand shop), and the days are a little moist; The product has no characteristics, so it can only become a supplier of Dalu store and live a hard life. Wallpaper is just one of the materials for wall decoration. For many years, the habit of attaching importance to products and neglecting services has led to the disappointment of customers when there are problems (such as color difference, cracks, warping and mildew) on wallpaper walls. Only brand stores can cure the chronic disease of insufficient service in wall covering in wallpaper industry.

Dazhuang first knew that the seven wolves were just jackets in the clothing cabinets of department stores, and then there were counters, and then there were specialty stores, from jackets to four-season clothing, and even leather shoes and leather bag accessories. Wallpapers, wall coverings, curtains and murals, which are equivalent to the whole season in a soft-packed shop, will surely appear on the walls of thousands of households in harmony. When the price war of wall cloth leads to the profit of single wall cloth is not enough to support the brand wall cloth shop, Dazhuang guessed that they would naturally increase the category and upgrade to the overall soft clothing. Considering the diversity of wall decoration materials, multi-category is an inevitable trend.

Finally, two key words are mentioned: store training and digitalization, which are the hurdles that must be crossed on the road of brand.

Dazhuang 20 19.3.2 1

Note: At the request of Yuan Xin, Da Zhuang wrote this article in a hurry. Thank you for your help. This article only represents personal views, and criticism and correction are welcome.