The output value of the integrated ceiling industry in 2009 was around 5 billion. There are about 500 large and small enterprises in the entire industry engaged in the production and sales of integrated ceilings. Of these, there are another 50 brands that have formed a certain scale. However, for the moment, few of these 50 brands have said that they are national brands, and competition in the industry is still in its infancy. This will also provide a broad arena for those who have ambitions for brand development.
The industry has not yet formed a scale, lack of brand-type enterprises, low market concentration
At present, the entire integrated ceiling industry is still in the stage of war in the Warring States period, and there is no absolute leader brand. Market concentration is low, a mature industry, and the industry concentration of its top ten companies is generally around 70%, or even higher. The industry concentration in the top ten integrated ceiling industry was between 20%, far from the requirements of mature industries. Therefore, in this industry environment, the entire industry is still in the stage of warring the country.
Since more than 80% of the integrated ceiling industry is small and medium-sized enterprises, the threshold for industry operations is too low (technical content is relatively low compared to other industries, and initial investment is less), and the emergence of large-scale production companies also makes the industry more competitive. Therefore, there is a big gap in terms of scale, technology and capital, especially in brand promotion. There are only a few brands with integrated ceilings in the country. There are more so-called well-known brands in the industry, but they are recognized by the market and consumers. Trusted brands have almost no integrated ceilings.
The market has not yet been fully explored and the market has a huge market prospect
Although the integrated ceiling has achieved impressive results, for the entire national market, the people who buy integrated ceilings account for only about 30% of the entire consumer group. In particular, the market share of integrated ceilings in the second and third-tier markets and the vast rural market is even lower. This shows that 2/3 of the people have not purchased integrated ceilings, which has brought huge opportunities for the further development of the integrated ceiling industry.
Since integrated ceiling products mainly belong to durable consumer goods, the attention of products and brands is generally not high. The consumption of integrated ceilings is mainly concentrated in the consumption situation of new home decoration or newly-married and replacement of integrated ceilings. Therefore, consumers have blindness and related purchasing experience and knowledge in purchasing integrated ceilings. Many consumers choose integrated ceilings based on their feelings. Many consumers have low reference to brands. Most consumers have no favorite brands before purchasing integrated ceilings. They are all casually looking and finally decide to buy more than models and product quality. Satisfactory product.
Industry homogeneity is serious and product innovation is lacking
At present, the integrated ceiling falls into competition in the Red Sea in many aspects such as raw materials, processes, technology, design, packaging, terminal display, shopping guide, and promotion. The homogeneity is very serious, and the design styles of the same industry are plagiarized. The price war, promotion war, advertisement warfare. One after another. However, in terms of product design and development, there is a lack of dominant design ideas and concepts, lack of an excellent design team, unwillingness to invest in basic R&D, resulting in thousands of shops, similar product styles, and design styles. The added value and brand image of the products are not high, which affects the further sustainable development of the company. This is both the resistance and the thrust of the big brands.
Therefore, to enhance the brand's popularity, it is necessary to strengthen the image, display, and service of the terminal, so that consumers have a full-scale experience with the brand and product is the main method for the integrated ceiling brand to win consumers' favor. This is both an opportunity and a challenge for the current integrated ceiling companies. At present, the integrated ceiling industry lacks the characteristics that can capture the industry trends and consumers, from selling products to sales services, providing home solutions, and then build strong, distinctive brand image and products to meet China Consumers' longing for and pursuit of a quality lifestyle.
The industry has not yet formed a scale, lack of brand-type enterprises, low market concentration
At present, the entire integrated ceiling industry is still in the stage of war in the Warring States period, and there is no absolute leader brand. Market concentration is low, a mature industry, and the industry concentration of its top ten companies is generally around 70%, or even higher. The industry concentration in the top ten integrated ceiling industry was between 20%, far from the requirements of mature industries. Therefore, in this industry environment, the entire industry is still in the stage of warring the country.
Since more than 80% of the integrated ceiling industry is small and medium-sized enterprises, the threshold for industry operations is too low (technical content is relatively low compared to other industries, and initial investment is less), and the emergence of large-scale production companies also makes the industry more competitive. Therefore, there is a big gap in terms of scale, technology and capital, especially in brand promotion. There are only a few brands with integrated ceilings in the country. There are more so-called well-known brands in the industry, but they are recognized by the market and consumers. Trusted brands have almost no integrated ceilings.
The market has not yet been fully explored and the market has a huge market prospect
Although the integrated ceiling has achieved impressive results, for the entire national market, the people who buy integrated ceilings account for only about 30% of the entire consumer group. In particular, the market share of integrated ceilings in the second and third-tier markets and the vast rural market is even lower. This shows that 2/3 of the people have not purchased integrated ceilings, which has brought huge opportunities for the further development of the integrated ceiling industry.
Since integrated ceiling products mainly belong to durable consumer goods, the attention of products and brands is generally not high. The consumption of integrated ceilings is mainly concentrated in the consumption situation of new home decoration or newly-married and replacement of integrated ceilings. Therefore, consumers have blindness and related purchasing experience and knowledge in purchasing integrated ceilings. Many consumers choose integrated ceilings based on their feelings. Many consumers have low reference to brands. Most consumers have no favorite brands before purchasing integrated ceilings. They are all casually looking and finally decide to buy more than models and product quality. Satisfactory product.
Industry homogeneity is serious and product innovation is lacking
At present, the integrated ceiling falls into competition in the Red Sea in many aspects such as raw materials, processes, technology, design, packaging, terminal display, shopping guide, and promotion. The homogeneity is very serious, and the design styles of the same industry are plagiarized. The price war, promotion war, advertisement warfare. One after another. However, in terms of product design and development, there is a lack of dominant design ideas and concepts, lack of an excellent design team, unwillingness to invest in basic R&D, resulting in thousands of shops, similar product styles, and design styles. The added value and brand image of the products are not high, which affects the further sustainable development of the company. This is both the resistance and the thrust of the big brands.
Therefore, to enhance the brand's popularity, it is necessary to strengthen the image, display, and service of the terminal, so that consumers have a full-scale experience with the brand and product is the main method for the integrated ceiling brand to win consumers' favor. This is both an opportunity and a challenge for the current integrated ceiling companies. At present, the integrated ceiling industry lacks the characteristics that can capture the industry trends and consumers, from selling products to sales services, providing home solutions, and then build strong, distinctive brand image and products to meet China Consumers' longing for and pursuit of a quality lifestyle.
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