"Bursting" Marketing Impairs Development of Flooring Industry

For decades, the flooring industry in China has been growing steadily, yet it still faces numerous challenges. One of the most common issues consumers face is the confusion surrounding product pricing. In major markets, prices and discounts vary widely, leaving buyers overwhelmed and uncertain about where to find the best deals. For long-term sustainability, a well-regulated market with clear pricing structures is essential—but such a system is still lacking in many areas.

Since the global financial crisis of 2009, the flooring industry has often been caught up in short-term marketing tactics rather than focusing on sustainable growth. While media and industry players have frequently highlighted "market surplus," they have rarely addressed the more pressing issues: improving operational efficiency and conducting meaningful consumer research during periods of economic slowdown and intense competition. These are the real challenges that need urgent attention.

Jiuzheng Building Materials Network reports that the majority of consumers now prefer large flooring stores, much like how Chinese shoppers used to go to local vegetable markets but have since moved to supermarkets or neighborhood centers. However, social media monitoring reveals that this shopping experience is far from ideal. Many customers describe their visits as tiring and confusing—leaving them overwhelmed by too many choices and unclear information.

Historically, the flooring industry has not widely adopted transparent pricing practices. This lack of clarity stems from an informal understanding between manufacturers, which has helped maintain weak relationships within the supply chain. However, this opacity has hindered the industry’s progress toward modernization, digital transformation, and e-commerce integration.

When high standards are paired with low discounts, it's the lack of transparency in product information and quality control that often leads to customer complaints. The absence of standardized guidelines for sales representatives and service systems only worsens the situation. As a low-frequency purchase category, flooring is often overlooked in the media, which tends to focus on negative stories like "quality issues" or "fraudulent claims." This reinforces a public perception of the industry as untrustworthy and lacking in social responsibility.

To boost sales, many malls and retailers have turned to "bursting marketing" strategies, turning aggressive promotions into a regular practice. While these tactics may yield quick results, they can severely damage brand reputation over time. History has shown that price wars ultimately lead to the destruction of national brands, leaving the market weaker and less competitive in the long run.