According to the reporter’s visit, the phenomenon of polarization has become increasingly apparent in the flooring consumer market.

In a building materials market, the floor of some foreign brands occupies the consumer market, while in the ordinary building materials market, some solid wood flooring and laminate flooring are mainstream products. According to the person in charge of a building materials market, in the past two years, the “Ocean Face” on the market has indeed increased. The foreign brands are positioned high-end, and the prices are often hundreds or even thousands of RMB per square meter. Although the sales volume is not as high as the Volkswagen brand, it is worth a single value. Can reach ten thousand yuan or several hundred thousand yuan. "There are fewer high-end brands in the market. Brands can get a large number of target groups as long as their positioning is precise."

At the same time, the “price war” has made consumers accustomed to discounts. High-end foreign brands have large discounts. The ordinary public brands have low prices, and they have no discounts to fight. They also make some small brands more difficult. In the competition, the brand advantage with large-scale production capacity, comprehensive sales network, and high market share is even more obvious.

In recent years, the entry barrier of the flooring industry is low. With the maturity of the domestic market, competition is fierce. As the floorboard market gradually matures, consumers have high requirements for flooring. Every year, some flooring companies withdraw from the market. Stores are also shrinking. The disappearance of floor brands is also the result of market competition.

Competition has also led to confusion in the flooring market. In 2013, the Industrial and Commercial Bureau announced the testing of quality inspections for building materials. Flooring products were “infrequently recruited,” and there were no lack of well-known brands in the unqualified products. According to statistics, nearly tens of millions of square meters of inferior quality plates flow into the market every year. These inferior floors flow into the market by posing as brands or even “three nothings” products, which have a great impact on the market environment and make the market even more chaotic. Miscellaneous brand interests appear to be good, and the formal brand's bizarre living space is small.

According to industry insiders, it is not surprising that various types of chaos are present at the time of the reshuffle of the flooring industry. Through regulation of the market laws and self-discipline of the industry, enterprises need to have characteristics in terms of products, services, and brands in order to obtain a place.