Wallpapers, when treated as fast-moving consumer goods, are seen as the ultimate goal for many wallpaper businesses. However, in terms of local consumption habits, there's little need to remove bricks just to replace a wall covering. Most households only change their wallpapers if they are damaged or no longer desired, which is a small minority. This makes the issue of easy wallpaper replacement a major challenge. In comparison to foreign habits, the popularity of wallpaper in China is less than 1% of that in other countries. In Japan and Russia, it’s nearly 100%, while in Europe and the U.S., it reaches 50%-60%. In some countries, changing wallpaper is even considered more important than changing a mattress—why? Because wallpaper acts as a carrier for bacteria, especially harmful ones, and can trap dust and germs. Similarly, a mattress is something people lie on daily, making both items hotspots for bacteria. Not replacing them could negatively affect your home environment and health. The widespread use of wallpaper abroad is the result of long-term market cultivation and promoting healthy habits.
In the decoration industry, wallpaper is classified as a fast-moving consumer good. Adding this label sets a specific scope for the industry. But before wallpaper can truly become a fast-moving product, companies should focus on several key areas. Regardless of whether it’s fast or slow, the product itself remains the foundation. The value of any brand depends on the quality and uniqueness of its products. To build a strong brand, companies must improve product competitiveness, invest in R&D, and tackle issues like plagiarism. Liang Si from Enron Wallpapers pointed out that while the Chinese market is booming, originality is lacking. This problem won’t be solved overnight. It requires cultural development and time. Domestic designers often lack maturity in their work, whereas foreign teams consider factors like furniture, color, fabric, and human needs. A good design should integrate all these elements. Only when products meet high standards and satisfy consumers can brands gain trust and sustain growth.
Creating a brand that is approachable and eco-friendly is also essential. To position wallpaper as a fast-moving consumer item, companies should aim for popular, trendy designs rather than expensive, luxury options. Focusing on quality and environmental safety is key. This means addressing issues at the production level—whether in design or materials. If basic problems aren’t resolved, consumer trust will never be built. Without trust, everything else is meaningless. Lu Huanyu from Marburg Wallpapers once mentioned that in the 1980s, operators focused too much on price competition, neglecting product quality and environmental concerns. This led to a loss of consumer confidence, contributing to the market's instability.
To make wallpaper a true fast-moving product, pricing must be accessible. FMCG products rely on affordable prices. There are two aspects: “absolute price,†referring to how much it costs to replace wallpaper, and “relative price,†such as per-meter cost. These influence purchasing behavior. For wallpaper to become a fast-moving item, both must be appealing. Reducing absolute price involves improving materials, production methods, and marketing strategies. For example, new stone wallpapers made with calcium carbonate and polymer materials offer eco-friendly, durable, and cost-effective solutions. While I haven’t used them personally, the investment in innovation is worth supporting. However, affordability must not come at the expense of quality or environmental responsibility.
In conclusion, for consumers to change wallpapers frequently, companies must focus on product improvement, cost reduction, and quality enhancement. They must also educate the market and promote proper installation methods. Once these practical challenges are addressed, more people will choose wallpapers regularly, enjoying different moods and atmospheres. As moods shift, so does family harmony and social well-being. Ultimately, wallpaper can become an essential tool for transforming living spaces and improving life quality.
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