How does the popularity of Chinese wallpapers rise?

In fact, it can be seen from foreign TV dramas that almost every family in the TV series uses wallpaper to decorate the wall. The usage rate of wallpapers in Japanese and Korean families exceeds 80%. But in China, the popularity of wallpapers before is only about 5%. After several years of penetration rate reached about 20%. From a variety of perspectives, Xiaobian analyzed the following four major reasons for the increase in wallpaper penetration:

First, it eliminates the cognitive limitations of mass consumers on wallpapers.

Due to the immature wallpaper technology that appeared in the early stage of the Chinese national costume market, yellowing and cracking were serious, and the irritating taste of ink and plastic stampers was very heavy. This negative image has not been clarified and reversed for a long time. Although there are no such problems in high-end wallpapers, because most of them rely on imports, agents rarely spend a lot of effort to promote them, which makes consumers' perception of wallpaper very limited. In the past few years, the perception of this comparative limitation has changed.

Second, accept high-end wallpaper

At present, most of the well-known wallpaper brands in the domestic market are import channels. The price of goods should include multiple costs such as purchase price, tariff, freight, etc. The price is much higher than domestic wallpaper. The mid-end imported wallpaper is about 100 yuan per square meter, and such a price is obviously not competitive with high-quality wall paint before, and it does not have the conditions for popularization. But with the increasing consumer demand for environmental protection in recent years, this phenomenon has been alleviated.

Third, the domestic image brand image appeal

Most of the domestic wallpaper manufacturers have only been responsible for production for a long time, and they are mainly oriented to the engineering market. There are only a handful of manufacturers who are interested in establishing brands. The establishment of a brand image not only requires deep internal strength, but also requires consumers' wide recognition. With the rise of domestic wallpaper brands such as Milan wallpaper, more and more consumers are beginning to accept domestic brands.

Fourth, the brand concentration of the wallpaper industry has increased, forming an industry standard.

Due to the sudden acceleration of the industry development, the wallpaper industry standards could not follow up in time, and the industry chaos has intensified with the fierce market competition. This kind of chaos has destroyed the overall image of the wallpaper industry, and it is easy for consumers to feel distrustful of the entire product category. However, with the improvement of consumers' own perceptions, the market has gradually standardized and industry standards have gradually formed.