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In today's highly competitive real estate market, China's first-tier cities have seen a significant saturation of home stores, with declining sales and many dealers struggling to stay afloat. Some large home stores in Hangzhou, for example, have already closed their doors. In 2011 alone, there were four major home stores in the city, but one well-known domestic chain store shut down just eight months after opening.
In recent years, our products gained popularity due to their high quality and strong development potential. However, last year marked a turning point. The flooring market experienced a sharp decline in demand, and with more brand products entering the market, dealer profits were squeezed, leading to increasingly fierce competition. To capture a larger market share, flooring companies began adopting various marketing strategies.
Since the implementation of real estate regulation policies, the turnover of the flooring market has been shrinking, pushing the industry into a "low tide." As a result, both companies and dealers are under growing pressure. This has led to the rise of the whole wood home improvement concept, which is now becoming a key direction for industry development.
The whole wood home improvement industry has gradually evolved into a mainstream trend, focusing on custom wood solutions. For instance, local brands like Dharan Zhuang Flooring have introduced international top brands such as Stanley, Mannington, and Wood-Be. By integrating wood flooring, wooden doors, wall panels, wardrobes, and more, these companies offer comprehensive design, production, and installation services, creating a strong EBC wood home experience.
On June 8, 2012, the first new model experience store of Huierbang Home opened in the New Age Home Living Plaza in Hangzhou. Lin Qiang, chairman of Whirlpool Home Furnishings, emphasized that consumers need a wide range of wood-related products during renovation, from cabinets and wardrobes to floors and doors. Whirlpool offers full-service solutions, including customized products and final installations.
From "Helberg Cabinets" to "Hirbon Home Furnishings," from "Gu Family Crafts" to "Gu Family Home," and from "Fudeli Flooring" to "Fudeli Live Oak," many brands have undergone transformations, shifting from single-product businesses to overall home improvement providers.
Over the past two years, several major developments in Hangzhou’s home building materials industry show that forward-thinking companies and agents are actively pursuing transformation and upgrading. They are moving beyond traditional product lines and expanding into the broader home improvement sector.
Despite the economic slowdown, the whole wood home improvement sector continues to grow rapidly. Whether it's a top-tier brand or a smaller player, all are eager to adopt this model to gain a competitive edge. However, establishing a full-scale wood home improvement system is not easy. It requires not only advanced production capabilities but also a focus on high-end consumers who can afford custom solutions.
This means that the market for whole wood home improvement will remain niche. To succeed, companies must prioritize quality, innovation, and service. Building strong brand awareness through customer-centric approaches is essential.
Customization is the biggest advantage of the whole wood home improvement model, but it also brings challenges. Products require precise measurements, color matching, and style coordination, making returns and exchanges difficult. Therefore, clear communication between dealers, customers, and manufacturers is crucial to avoid delays and rework.
After-sales service is another critical area. Companies should support their dealers by providing training, marketing assistance, and design guidance. Establishing dedicated service teams for new stores, including marketing, design, and after-sales professionals, can help dealers adapt to changing market demands.
In short, transforming from traditional manufacturers to service-oriented enterprises is a necessary step in the industry’s evolution. Companies must embrace new ideas, enhance their marketing efforts, and deliver exceptional service to thrive in an ever-changing market.
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