Project Background

Wood flooring refers to the flooring made of wood. Wood flooring produced in China is mainly divided into six categories: solid wood flooring, laminate flooring, solid wood composite flooring, multi-layer composite flooring, bamboo flooring and cork flooring, as well as emerging wood-plastic flooring. Wood floor has the characteristics of environmental protection, comfort and beauty, and is one of the commonly used ground materials in home decoration.

With the development of China's economy and the improvement of residents' living standards, China's wood flooring industry has shown a steady growth trend in recent years.

Shangpu Consulting Company is a professional provider of market research, investment consulting, IPO consulting and other services, with rich industry research experience and customer resources. In 2023, Shangpu Consulting received a commission from a wood flooring manufacturer to conduct market research on the wood flooring manufacturing industry to provide decision support.

Customer pain points

The company is an enterprise specializing in the production and sales of solid wood composite flooring. Its main products include three-layer solid wood composite flooring and multi-layer solid wood composite flooring. The company has a certain degree of visibility and brand influence in the market, but it faces the following problems:

-Fierce market competition: There are many manufacturers in my country's wood flooring industry, but they are generally small in scale. The number of small and medium-sized enterprises accounts for about 90% of the number of entrepreneurs in the industry, and product homogeneity is more serious. The company is facing competitive pressure from similar products and other types of products in the market, and needs to continuously improve product quality and innovation capabilities to maintain market advantages.

-Rising raw material costs: The main raw materials for solid wood composite flooring are wood and wood-based panels. Affected by factors such as the shortage of domestic and foreign forestry resources and the tightening of environmental protection policies, wood prices have shown an upward trend in recent years. The company is facing cost pressures when purchasing raw materials and needs to find more favorable supply channels or reduce raw material consumption to ensure profit margins.

-Changes in market demand: With the continuous improvement of consumers' requirements for the quality, function and environmental protection of wood flooring, the wood flooring industry has shown a diversified, personalized and green development trend. The enterprise needs to constantly adjust the product structure and design to meet the market demand to adapt to the preferences and needs of consumers.

Project Purpose

In order to help the company solve the above problems, the market research project of Shangpu consulting company aims to achieve the following objectives:

-Understand the development status, scale, structure, trends and other basic information of the wood flooring manufacturing industry, and provide a macro-level reference for the company.

-Analyze the market demand, consumer behavior, competitive landscape, supply chain and other key elements of the wood flooring manufacturing industry to provide micro-level decision support for the company.

-Evaluate the market position, competitive advantage and development potential of the enterprise in the wood flooring manufacturing industry, and provide improvement suggestions for the enterprise at its own level.

Research object

The market research project of Shangpu Consulting Company mainly focuses on the following three types of objects:

-Industry experts: including experts and scholars from China Forest Products Industry Association, Chinese Academy of Forestry Sciences, China Forestry Information Center and other industry authorities, as well as professors and doctors in related fields. Through surveys, questionnaires, etc., they collected their professional insights and forward-looking predictions on the wood flooring manufacturing industry.

-Industry enterprises: including wood flooring manufacturing enterprises, wood suppliers, wood flooring sales channels and other industries upstream and downstream related enterprises. Through research, questionnaires and other methods, they collected their first-hand information on the operating conditions, market demand, and competitive strategies of the wood flooring manufacturing industry.

-Industry consumers: including the end users of wood flooring, mainly consumers of home decoration and public building decoration. Through surveys, questionnaires and other methods, collect their real feedback on the purchase motivation, use experience, satisfaction, and improvement opinions of wood flooring.

According to the project budget and schedule, Shangpu Consulting plans to conduct 100 effective investigations for each type of object, totaling 300 effective investigations.

Project Content

The market research project of Shangpu Consulting Company mainly includes the following contents:

-Industry analysis: analyze the development status, scale, structure and trend of wood flooring manufacturing industry, and evaluate the external environment and internal competitiveness of the industry by using PEST analysis method and Porter's five forces model.

-Demand analysis: analyze the market demand and its changing trend of wood flooring manufacturing industry, and use KANO model and other tools to identify the demand level and preference characteristics of consumers for wood flooring products.

-Consumer analysis: analyze the consumer groups and their characteristics in the wood flooring manufacturing industry, and use tools such as AIO models to depict consumers' lifestyles and purchasing behaviors.

-Channel analysis: analyze the sales channels and their characteristics of the wood flooring manufacturing industry, and evaluate the efficiency and effectiveness of the channels by using tools such as channel structure models.

-Competitive Analysis: Analyze the competitive landscape of the wood flooring manufacturing industry and its changing trends, and use tools such as SWOT analysis and BCG matrix to position and evaluate the main benchmark enterprises.

-Enterprise analysis: analyze the market position, competitive advantage and development potential of the enterprise in the wood flooring manufacturing industry, and use VRIO analysis and value chain analysis tools to diagnose and optimize the resources and capabilities of the enterprise.

-Suggestions and strategies: According to the above analysis results, provide targeted market research suggestions and development strategies for the enterprise, including product strategy, price strategy, channel strategy, promotion strategy, etc.

Project Value

The market research program of Shangpu Consulting Company provides the following aspects of value to the enterprise:

-Help the company to fully understand the development status and future trends of the wood flooring manufacturing industry, and provide a basis for its formulation of reasonable strategic goals and plans.

-Help the company to deeply analyze the market demand and consumer behavior of the wood flooring manufacturing industry, and provide guidance for its development and promotion of products that meet market demand.

-Help the company clearly identify the sales channels and benchmarking companies in the wood flooring manufacturing industry, and provide support for optimizing and expanding its sales network and increasing market share.

-Help the company accurately evaluate its strengths and weaknesses in the wood flooring manufacturing industry, and provide suggestions for enhancing its core competitiveness and enhancing its sustainable development capabilities.