Wallpapers have long been considered a dream for many in the decoration industry, seen as fast-moving consumer goods that can be sold quickly and efficiently. However, when it comes to domestic consumption habits, there's little need to replace wallpapers frequently. Most people don’t remove the walls just for a new look—only when the wallpaper is damaged or outdated do they consider changing it. This means that the majority of households don’t replace their wallpaper often, making it a challenge to create a sustainable market around this product.
In comparison to foreign markets, where wallpaper is widely popular—reaching nearly 100% in countries like Japan and Russia, and 50-60% in Europe and the U.S.—China’s market remains underdeveloped. In these countries, changing wallpaper is a common practice, often ranked alongside changing a mattress. Why? Because both items are closely linked to personal hygiene. Wallpapers can trap dust and bacteria, while mattresses are in constant contact with the body. Both contribute to the indoor environment, and regular replacement helps maintain cleanliness and health.
This awareness of hygiene and aesthetics has led to a culture where wallpapers are not just decorative but functional. It takes time to build such a market, and Chinese companies must focus on education, design innovation, and quality improvement to catch up.
In the decoration industry, wallpapers are classified as fast-moving consumer goods (FMCG), which implies a limited lifecycle and frequent replacement. But before that can become a reality, companies must address several key issues. First and foremost, the product itself must be strong. The value of any brand lies in its product quality and uniqueness. To stand out, companies need to invest in research and development, improve design, and tackle the issue of imitation that still plagues the industry.
Liang Si from Enron Wallpapers points out that while the Chinese market is vibrant, originality is lacking. This isn't something that can be fixed overnight. It requires long-term cultural and creative growth. Domestic designers often lack experience, whereas foreign teams take into account furniture, color schemes, fabric textures, and even human behavior when designing. A good wallpaper should blend with the space and enhance the living environment.
To truly succeed, companies must focus on creating affordable, eco-friendly, and high-quality products. Establishing a brand that resonates with everyday consumers, rather than one that feels too luxurious or exclusive, is essential. Environmental concerns cannot be ignored—products must be safe, non-toxic, and sustainable.
Price also plays a crucial role. For a product to be considered FMCG, it needs to be accessible. This involves two aspects: the "absolute price" (how much it costs to replace the wallpaper) and the "relative price" (price per square meter). Consumers compare these during purchase, and both influence buying decisions.
Reducing costs without compromising quality or environmental standards is key. Innovations like stone wallpaper, made from calcium carbonate and eco-friendly materials, show promise. These products offer durability, safety, and cost efficiency. While the industry may still be in its early stages, investing in green materials is a step in the right direction.
In conclusion, for wallpapers to become a true fast-moving consumer product, companies must work on improving quality, reducing costs, and educating the market. Solving practical issues like installation difficulty will also help increase adoption. Once these challenges are addressed, more people will embrace wallpapers as a way to refresh their living spaces, change moods, and ultimately improve their quality of life.
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