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This October, the flooring market remained stagnant. Despite various promotional events and efforts, they failed to recreate the bustling scenes of past holiday crowds. Many stores sought alternative paths, with the sales season pushed back due to the momentum of the "Singles' Day" festival. From November onwards, the traditional seasonal rhythm began to shift.
Industry insiders explained that the reason flooring companies bypassed the Golden Week and focused on November was twofold. Firstly, the market has been sluggish, and businesses are avoiding fierce competition during the Golden Week. Secondly, with the year drawing to a close, companies are eager to capitalize on the final opportunity to salvage the market and explore breakthroughs. A representative from a flooring brand noted, "Relying solely on holiday marketing to rake in profits has become increasingly challenging. Consumers are becoming more discerning, and traditional marketing methods are losing effectiveness. Moving forward, businesses must focus on strategic promotions and adapt their operational rhythms to increase their chances of success."
Compared to previous years, this year’s flooring promotions have become increasingly difficult to execute, with rising promotional costs. As one leading figure in the building materials industry remarked, "In the past, we could rely on aggressive outreach, but now, the pie is smaller, and everyone is scrambling for a piece. Therefore, our promotions must have unique selling points and accurately target specific customer segments to stand out in the competitive landscape."
Amidst the current downturn, businesses need to adopt innovative approaches to stand out. For instance, focusing on high-quality service offerings—such as intensive after-sales support—can help maintain customer satisfaction and drive repeat business. Flooring products, like any other consumer goods, have a finite lifespan and require periodic replacement. To stimulate demand, companies should consider implementing more贴近daily life marketing campaigns that resonate with consumers’ aspirations for an improved quality of life. Encouraging customers to invest in new flooring can, in turn, boost sales.
The challenges facing the flooring market are unlikely to abate soon. While some businesses are rethinking their marketing strategies to navigate this "frozen period," others are taking proactive steps to reshape their product lines. By refocusing on core products and tailoring their offerings to better meet consumer needs, these firms aim to seize control of the market amidst adversity. Some are even experimenting with new business models by scaling back on external expansion and concentrating resources on their primary product lines—a bold move aimed at charting a fresh course for growth.
As the market continues to evolve, businesses must remain agile and adaptive. Whether through enhanced customer engagement, innovative product development, or strategic realignment, those who embrace change will likely find themselves better positioned to thrive in the coming months.