Project background:

Composite flooring is a kind of multi-layer composite of different materials, with the beauty of solid wood flooring and the stability of the laminate floor, is a more popular flooring products on the market. The main raw materials of composite flooring include wood, resin, glue, etc., and its production process and environmental performance are regulated and supervised by relevant national standards.

Customer pain points:

The customer is a manufacturer of composite flooring. The main products are laminate flooring and solid wood composite flooring. The main sales channels are offline distributors and building materials market. The main problems faced by customers are as follows:

-Fierce market competition, many similar products, frequent price wars, and compressed profit margins.

-Market demand is changing rapidly, consumers have higher and higher requirements for product quality, style, and environmental protection, and the speed of product upgrading is accelerating.

-The market supervision has become stricter, the national environmental protection standards and quality standards for composite flooring have been continuously improved, and the product qualification rate and testing costs have increased.

-The market channel is single, offline sales are limited by region, manpower, capital, etc., online sales channels have not been developed, and market expansion capabilities are insufficient.

Project purpose:

In September 2023, the client commissioned Shangpu Consulting to conduct market research and competitive strategy research in the composite flooring industry, with the following main objectives:

-Understand the market size, development trend, consumption characteristics, competition pattern and other basic information of the composite flooring industry, and provide customers with macro guidance for the development of the industry.

-Investigate key issues such as market opportunities and challenges, product innovation and differentiation, channel construction and optimization, brand building and promotion in the composite flooring industry, and provide customers with micro-suggestions for industry development.

-Propose specific strategies for customers' own product positioning, market positioning, competitive advantages, development goals, etc., and provide customers with personalized solutions for industry development.

Research object:

The research objects of this project mainly include the following categories:

-The main production enterprises in the composite flooring industry, including well-known brands and regional brands at home and abroad, a total of 20, mainly collect information on their products, prices, channels, brands and other aspects through telephone interviews and online questionnaires.

-The main sales channels of the composite flooring industry, including offline dealers, building materials markets, home stores, etc., a total of 50, mainly through on-site visits, on-site observation and other ways to collect their sales, inventory, promotion and other information.

-The main consumers in the composite flooring industry, including individual consumers, decoration companies, engineering contractors, etc. who have purchased or intend to purchase composite flooring, a total of 1000 people, mainly through online questionnaires, WeChat group chats and other methods to collect their purchase motivation, Information on purchase channels, purchase evaluation, purchase intention, etc.

Project Content:

The main contents of this project include the following aspects:

-Laminate flooring industry market research, including market size, market structure, market growth, market distribution and other aspects of research.

-Laminate flooring industry market environment research, including policies and regulations, economic situation, social culture, scientific and technological level of research.

-Laminate flooring industry market demand research, including consumer demand, consumer behavior, consumer preferences, consumer satisfaction and other aspects of the survey.

-Laminate flooring industry market supply research, including product supply, price supply, channel supply, brand supply and other aspects of research.

-Laminate flooring industry market competition research, including competitor research, competitive strategy research, competitive advantage research, competitive forecast research and other aspects of research.

-Laminate flooring industry market opportunities and challenges research, including market opportunity identification, market opportunity assessment, market challenge identification, market challenge response research.

-Laminate flooring industry market development strategy research, including product strategy, price strategy, channel strategy, brand strategy and other aspects of research.

-Laminate flooring industry market development proposals, including for the customer's own development goals, development path, development measures and other aspects of the proposal.

Project Value:

The main value of this project is reflected in the following aspects:

-Provide customers with a comprehensive, in-depth and systematic market research report on the composite flooring industry, help customers understand the current situation, trends, problems and opportunities of the industry, and provide strong data support and theoretical basis for customers' decision-making.

-Provide customers with professional, practical and innovative competitive strategy research in the composite flooring industry, help customers identify and grasp the competitive advantages and core competitiveness of the industry, and provide effective methods and tools for customer competition.

-Provide customers with personalized, feasible and operable market development suggestions for the composite flooring industry, help customers formulate and implement market development plans that meet their own characteristics and goals, and provide clear directions and steps for customer development.

-Provide customers with continuous, timely and high-quality market research services in the composite flooring industry, help customers track and monitor the dynamics and changes of the industry in a timely manner, and provide timely feedback and suggestions for customers' adjustment and optimization.

Through the market research and competition strategy research of this project, customers can better understand the market situation of the composite flooring industry, enhance their market competitiveness, increase their market share, improve their market efficiency, and realize their own market development.