1. composite flooring industry overview

Composite floor is a kind of floor material composed of multiple layers, usually composed of surface layer, base layer and bottom layer. The surface layer is the appearance part of the floor, which is generally composed of a wear-resistant layer, a decorative layer and a balance layer, which mainly plays a role of beauty and protection. The base layer is the main part of the floor, which is generally composed of wood-based panels or solid boards, which mainly play the role of support and sound insulation. The bottom layer is the bottom part of the floor, which is generally composed of a moisture-proof layer and a balance layer, which mainly plays a role of moisture-proof and stability. Composite flooring according to the different base, can be divided into reinforced composite flooring, solid wood composite flooring, bamboo wood composite flooring and so on.

复合地板具有许多优点，如耐磨性好、易于安装、易于清洁和维护、价格适中、环保性能好等，因此在市场上受到广泛关注。2019年，全球复合地板市场规模约为240亿美元，预计2024年底将达到300亿美元，年均复合增长率为4.6%。

China is the world's largest producer and consumer of composite flooring. In 2019, China's composite flooring production will be about 0.25 billion square meters, accounting for 40% of the global total; China's composite flooring demand will be about 0.22 billion square meters, accounting for 36% of the global total demand.

二、复合地板行业趋势

The development of the composite flooring industry is affected by many factors, such as macro-economy, real estate market, consumer demand, technological innovation, policies and regulations, etc. According to the analysis of the composite flooring industry, this paper believes that the future development trend of the composite flooring industry mainly has the following aspects:

高端化和个性化：随着消费者收入水平的提高和消费品味的提升，消费者对复合地板的品质、功能、设计和服务的要求也越来越高，对高端和个性化的复合地板产品有更强的需求。因此，复合地板企业应该加大对高端和个性化产品的研发和推广，提升产品的附加值和差异化竞争力。

环保化和健康化：随着消费者环保意识的增强和健康需求的增加，消费者对复合地板的环保性能和健康性能有更高的关注，对含有甲醛、苯等有害物质的复合地板产品有更强的抵制。因此，复合地板企业应该加大对环保和健康型产品的研发和推广，提升产品的安全性和舒适性。

Intelligent and digital: with the progress of science and technology and the development of digitalization, consumers have more expectations for the intelligent and digital composite flooring, and have a stronger interest in composite flooring products that can realize the functions of temperature adjustment, humidity adjustment, light adjustment, sound adjustment, etc. Therefore, composite flooring companies should increase the development and promotion of intelligent and digital products to enhance the convenience and interest of products.

Diversification and integration: With the diversification and integration of consumer demand for home decoration, consumers have more requirements for the diversification and integration of composite flooring, and have a stronger love for composite flooring products that can be coordinated with walls, ceilings, furniture and other home elements. Therefore, composite flooring companies should increase the development and promotion of diversified and integrated products to enhance the aesthetics and coordination of products.

三、复合地板行业竞争格局

The competitive landscape of the composite flooring industry is determined by many factors, such as market size, market concentration, market barriers, market competitiveness, and market competition strategies. Based on the analysis of the composite flooring industry, this paper argues that the competitive landscape of the composite flooring industry has the following characteristics:

市场规模大，增长空间大：复合地板行业的市场规模较大，且仍有较大的增长空间。一方面，随着全球经济的复苏和房地产市场的回暖，复合地板的需求量有望持续增长。另一方面，随着消费者对复合地板的认知度和接受度的提高，复合地板的渗透率和替代率有望持续提高。

市场集中度低，竞争激烈：复合地板行业的市场集中度较低，竞争较为激烈。一方面，复合地板行业的进入壁垒较低，导致市场上的参与者众多，包括国内外的大中小型企业。另一方面，复合地板行业的产品同质化程度较高，导致市

市场竞争力不均，差距明显：复合地板行业的市场竞争力存在较大的不均衡和差距。一方面，国际品牌和国内品牌之间的竞争力差距较大，国际品牌在品牌影响力、技术水平、渠道建设、服务质量等方面具有较大的优势，国内品牌在价格竞争力、市场覆盖率、产品创新等方面具有较大的劣势。另一方面，国内品牌之间的竞争力差距也较大，头部品牌和中小品牌之间的竞争力差距较大，头部品牌在规模效应、品牌认知度、产品质量、营销能力等方面具有较大的优势，中小品牌在资源整合、市场拓展、风险抵御等方面具有较大的劣势。

市场竞争策略多样，变化快速：复合地板行业的市场竞争策略呈现多样化和变化快速的特点。一方面，复合地板企业采用了多种竞争策略，如产品差异化、品牌建设、渠道拓展、服务提升、合作联盟、社会责任等，以适应不同的市场环境和消费者需求。另一方面，复合地板企业的竞争策略也在不断调整和创新，如利用互联网、大数据、人工智能等技术手段，提升产品的智能化和数字化水平，增强与消费者的互动和沟通，提高市场的敏感度和反应速度。

四、消费者调研的重要性和方法

消费者调研是复合地板行业的重要工具，可以帮助企业了解消费者的偏好、需求、购买行为、满意度等，从而制定有效的市场策略。消费者调研的重要性主要体现在以下几个方面：

了解市场需求，发现市场机会：消费者调研可以帮助企业了解市场的总体规模、结构、分布、趋势等，以及不同细分市场的特点、需求、潜力等，从而发现市场的机会和威胁，制定合理的市场目标和定位。

了解消费者特征，提升产品竞争力：消费者调研可以帮助企业了解消费者的基本信息、心理特征、行为特征等，以及消费者对复合地板的认知、态度、意向、满意度等，从而提升产品的差异化和个性化水平，增加产品的吸引力和忠诚度。

了解竞争对手情况，优化市场策略：消费者调研可以帮助企业了解竞争对手的基本情况、优势劣势、战略意图等，以及消费者对竞争对手的评价、偏好、选择等，从而优化产品的价格、渠道、促销、服务等策略，增强产品的竞争力和市场份额。

Consumer research methods are mainly the following:

问卷调查法：问卷调查法是一种通过设计和发放问卷，收集和分析消费者的意见和建议的方法。问卷调查法的优点是可以获取大量的数据，适用于对消费者的基本信息、一般意见、满意度等进行调查。问卷调查法的缺点是无法深入了解消费者的心理和动机，受到问卷设计、发放、回收等因素的影响，可能导致数据的失真和偏差。

深度访谈法：深度访谈法是一种通过与消费者进行面对面或电话等方式的对话，收集和分析消费者的感受和想法的方法。深度访谈法的优点是可以深入了解消费者的心理和动机，适用于对消费者的认知、态度、意向等进行调查。深度访谈法的缺点是无法获取大量的数据，受到访谈者和被访者的主观性、情绪、沟通能力等因素的影响，可能导致数据的不一致和不可比。

观察法：观察法是一种通过观察和记录消费者的行为和反应，收集和分析消费者的实际表现的方法。观察法的优点是可以直接了解消费者的行为和反应，适用于对消费者的购买行为、使用行为、满意度等进行调查。观察法的缺点是无法了解消费者的心理和动机，受到观察者和被观察者的干扰、偏见、误解等因素的影响，可能导致数据的不完整和不准确。

实验法：实验法是一种通过设计和实施实验，控制和改变消费者的条件和刺激，收集和分析消费者的反应和结果的方法。实验法的优点是可以探究消费者的因果关系，适用于对消费者的需求、偏好、选择等进行调查。实验法的缺点是无法模拟消费者的真实环境，受到实验设计、实施、评估等因素的影响，可能导致数据的不适用和不可推广。

五、消费者调研的注意事项

消费者调研是一项复杂而重要的工作，需要注意以下几个方面：

明确调研目的：消费者调研的目的是为了解决企业面临的问题或实现企业的目标，因此，消费者调研的目的应该明确、具体、可量化、可操作，以便于指导调研的内容、方法、过程和结果。

设计合理的调研方案：消费者调研的方案是为了实现调研的目的而制定的计划，因此，消费者调研的方案应该合理、科学、完善、灵活，以便于保证调研的质量、效率、效果和成本。

Select the appropriate sample: The sample of consumer research is a part of the consumers selected to represent the entire consumer group. Therefore, the sample of consumer research should be sufficient, representative, random, and reliable to ensure the validity and accuracy of the data., Consistency and credibility.

To ensure the quality of data: consumer research data is to reflect the consumption

Ensure the quality of data: consumer research data is to reflect the actual situation of consumers and collected information, therefore, consumer research data should be complete, true, clear, timely, in order to ensure the availability of data, analysis, interpretability and update.

Analyze the validity of data: consumer research data analysis is to extract valuable information from the data and.ConclusionTherefore, the data analysis of consumer research should be reasonable, scientific, systematic and innovative, so as to ensure the comprehensibility, comparability, inferability and applicability of the data.

6. Shangpu Consulting's consumer research services and cases

Shangpu Consulting Company is a consulting company specializing in consumer research. It has many years of industry experience and professional team to provide a full range of consumer research services for composite flooring companies, including:

Market demand analysis: Through the analysis of the overall market size, structure, distribution, trends, etc., it helps composite flooring companies understand market opportunities and threats, and formulate reasonable market goals and positioning.

Consumer characteristic analysis: through the analysis of consumers' basic information, psychological characteristics, behavioral characteristics, etc., to help composite flooring enterprises understand consumers' preferences, needs, purchase behavior, satisfaction, etc., and enhance the competitiveness of products.

Competitor analysis: Through the analysis of the basic situation, advantages and disadvantages, strategic intentions of competitors, etc., to help composite flooring enterprises understand the advantages and disadvantages of competitors, strategic intentions, etc., optimize market strategy.

市场策略建议：根据消费者调研的结果，为复合地板企业提供针对性的市场策略建议，包括产品策略、价格策略、渠道策略、促销策略、服务策略等，帮助复合地板企业提高市场份额和利润率。

尚普咨询公司为复合地板企业提供的消费者调研服务的案例有以下几个：

Case 1: Providing consumer research service for a well-known laminate flooring enterprise in China. Through questionnaire survey and in-depth interview, 1000 valid consumer data were collected, and consumers' cognition, attitude, intention and satisfaction degree of laminate flooring were analyzed. It was found that consumers' main demands for laminate flooring were wear resistance, environmental protection and price, the main concerns about laminate flooring are formaldehyde release, color difference and expansion. According to these findings, Shangpu Consulting Company put forward the following suggestions for the enterprise: first, to strengthen the publicity and certification of the wear resistance and environmental protection of the products, so as to improve the trust and recognition of consumers; second, to optimize the design and matching of the color and texture of the products to improve the aesthetic and satisfaction of consumers; third, to adjust the price strategy of the products, adopt the way of hierarchical pricing and bundled pricing, Improve consumers' willingness to buy and loyalty.

案例二：为一家国际知名的实木复合地板企业提供消费者调研服务，通过观察法和实验法，收集了500份有效的消费者数据，分析了消费者对实木复合地板的购买行为、使用行为、满意度等，发现了消费者对实木复合地板的主要需求是质感、舒适性和健康性，而对实木复合地板的主要顾虑是维护难度、变形和褪色。根据这些发现，尚普咨询公司为该企业提出了以下建议：一是加强产品的质感、舒适性和健康性的展示和体验，提高消费者的感知和喜爱；二是优化产品的维护难度、变形和褪色的预防和解决方案，提高消费者的安心和信赖；三是调整产品的渠道策略，采用专卖店和电商平台的方式，提高消费者的覆盖率和便利性。

Case 3: Provide consumer research service for a domestic emerging bamboo-wood composite flooring enterprise. Through in-depth interviews and experiments, 300 valid consumer data are collected, and consumers' cognition, attitude, intention and choice of bamboo-wood composite flooring are analyzed. It is found that consumers' main demands for bamboo-wood composite flooring are nature, environmental protection and innovation, the main concerns about bamboo wood composite flooring are stability, durability and brand. According to these findings, Shangpu Consulting Company put forward the following suggestions for the enterprise: first, to strengthen the dissemination and education of the characteristics and advantages of natural, environmental protection and innovation of products, so as to improve consumers' cognition and interest; second, to optimize the stability, durability and brand guarantee and construction of products, so as to improve consumers' confidence and loyalty; third, to adjust the promotion strategy of products by means of trial, gift and recommend, improve consumer experience and communication.