2009-07-22 Manuscript Source: China Floor Network.
Existing user comments 10, with 6808 hits. Enter relevant forums.
E0 was officially written into the national standard in 2008, and there are different opinions. In 2009 after 2005, can E0 floor really explode again? Can the challenger defeat the original floor overlord first? To what extent can consumers accept E0 in the current financial crisis?
The sky of E0 was originally opened by Kono Wood. In 2000, Kono Company, known as the originator of E0 flooring in the world, introduced Oekofloor E0 flooring. However, how can China's huge market be supported by only one company? In 2005, the concept of E0 was introduced by the industry icon, and the E0 trademark dispute between E0 and Kono background Rhine Sunshine suddenly made E0 suddenly warm up from the original state of being bred in the inner room and unknown to the bloody battlefield where all kinds of voices and legs and feet were mixed. The market bubble began with E0. What is even more puzzling is that some weak enterprises also cater to the E0 concept at low prices. For a time, the floor industry E0 was flying all over the sky. Four years after E0 rebellion, Sao Paulo Wood launched the "New E0 Floor Popularization Campaign" in early summer of 2009, which shocked the whole industry again. Icon, Rhine Sunshine and Sao Paulo can be said to have their own characteristics, and their personalities can also be seen from the "through the ages" of E0 floor. So far, the pattern of E0 flooring in China is a three-legged struggle or a struggle between two tigers or a unified river and lake. Let's analyze it separately.
Icon: enrich the market with qualifications. "More brands can make this market bigger, and the more brands involved, the better!"
In 2005, E0 flooring was surging in the flooring industry with its concept of zero harm to health. Consumers who are overly sensitive to health will not buy unless E0. When you go to Building Materials City, you usually ask the clerk: Is your floor E0? E0 became the most sought-after product in the market at that time, and it also became a rare commodity for enterprises to hoard. From 2005 to 2006, almost all domestic mainstream flooring manufacturers launched E0 products. In this situation, as the champion of floor sales for many years, icon is the leader of E0 floor brand. It was not until the appearance of Rhine Sunshine that this situation of dominating the world was broken. In the middle of the year, the sudden intervention of Rhine Sunshine, coupled with several quick combination punches, immediately attracted people's attention to icon, who was originally the absolute protagonist, and its case of accusing icon E0 of trademark infringement made the floor giant angry. In the era of E0 national standard, people pay more attention to the confrontation between the vacuum ammoniation and aldehyde reduction technology in Sao Paulo and the technical process represented by Delfcf aldehyde hunting. It seems that the icon position from the reinforced floor has become awkward. Icon's diversified industrial chain seems to be deliberately downplaying the category of laminate flooring, and this time Sinoma Trust has focused more on "Kang Shu" and "Anderson". Some people may think that the healthy market cultivated by the icon in the field of strengthening the floor for many years will eventually "rely entirely on making wedding dresses for other girls", but after careful consideration and reminding by senior people, this may be exactly what the icon hopes.
In the field of floor manufacturing in China, icons is not in the order of Rhine Sunshine, Del and Sao Paulo. Although it is eyeing other places for the time being, icon is likely to use the cakes made by Rhine Sunshine, Del and Sao Paulo to increase the sales of E0 floors, which is a rising tide lifts all boats. In the new E0 era, will icon be squeezed out by these latecomers? The answer should be no, because the ubiquitous brand shadow of icons has left an impression on people's minds. Look at any discussion page about laminate flooring on the Internet, and icons are essential. This is seniority. Is the icon really from other girls' wedding dresses? The answer is self-evident.
Sao Paulo: Win the market with technology "We don't take consumers as experiments"-Du Shaobo
Du, the president of Sao Paulo Wood Industry, said this sentence, which illuminated the character of Sao Paulo Wood Industry and solved Sao Paulo's doubts about the "E0 rebellion" at the turn of 2005-2006. People who have been paying attention to environmental protection flooring will never forget a series of hot events in recent years, such as E0 trademark dispute, "E0 all people", FCF aldehyde hunting, E0 national standard clause formulation and so on. Some enterprises call this their own exploration of the development of aldehyde reduction technology, while others are keen to confuse people with words and sentences. Du told the author that there are two standards to measure the real formaldehyde reduction technology of healthy floors, one is the effect, and the other is the production cost of enterprises. At present, most of the so-called formaldehyde reduction technologies on the market do not have these two characteristics. Strictly speaking, they are not successful formaldehyde reduction products. The reason is still insufficient technology. If Sao Paulo's technology still stays at this level, I am afraid that Sao Paulo will not show its determination to introduce "vacuum ammonia treatment" as the core technology to reduce formaldehyde today.
On June 2, 2009 in Sao Paulo, Du admitted that there were no other brands in the field of floor formaldehyde reduction technology in Sao Paulo. However, Du also pointed out that some enterprises in China's flooring industry have a fatal problem, that is "blowing". They "blew" before the technology was mature and the products passed the standard, and took consumers as experiments. Some false and grandstanding conceptual technologies have become the core patented technologies after packaging. Taking formaldehyde reduction technology of floor as an example, its three core problems have always included the precipitation of free formaldehyde in wood-based panels, the high cost of mass production, and the long-term effectiveness, stability and safety in the process of formaldehyde reduction. Before, it can be said that none of the domestic laminate flooring manufacturers dared to publicly disclose that the control of these three items has reached the point of perfection. If you can't master the core, how can you have excellent products?
Now the world is facing the pressure of the financial crisis, and more intense competition requires enterprises to make breakthroughs in improving product quality and reducing costs. In Du's view, the growth of production capacity must be supported by technology, so Sao Paulo is taking a technical road of painstaking research and steady development. Since May 2005, the team of "Du Seiko" Technology Research Center led by Du has finally finalized the principle of chemical reaction between ammonia and formaldehyde after three years of repeated verification of feasibility and popularization, and combined with vacuum separation to reduce formaldehyde in the floor. This technology uses the vacuum principle to suck out the free formaldehyde originally attached to the surface, and then fumigates it with ammonia water, and neutralizes the free formaldehyde in the capillary holes of fiberboard through gas molecular diffusion. After one suction and one steam treatment, the floor is treated with aldehyde removal from the outside to the inside. The principle is simple, the equipment cost is not high, and the test results are obvious. The unit release amount is only equivalent to 1/2 or even 1/4 of the national E0 standard, which is lower than the release amount of E0 board that some well-known brands have always stressed that they are the highest health standard, for example, it is even lower and more severe than other middle and high-end products with small and medium brands. After the appraisal meeting, Ye, director of the Wood Industry Research Institute of the Chinese Academy of Forestry, said happily: "There is no problem with their floor formaldehyde reduction technology!" Vacuum ammoniation treatment technology is a major breakthrough for China flooring enterprises to master the formaldehyde reduction technology of strengthened floors.
"Du is a person who is very strict with technology and quality," a senior reporter from a well-known industry website commented on Du. "Your product sells for 100 yuan/square meter, and mine sells for 150 yuan/square meter, but I still sell much more than you. This is the role of technology." Although the price of "New E0" floor made by vacuum ammoniation technology in Sao Paulo is higher than that of similar products, Du can be proud of its growing market share after listing.
Some insiders believe that Sao Paulo, as a well-known domestic flooring enterprise, did not respond quickly when it was called "E0 era coming" in 2005, because Sao Paulo stood still and had doubts about E0. But now Sao Paulo has not only become an important drafter of E0 entering the national standard in 2007, but also become an enterprise that can really mass-produce floors superior to E0 standard. Sao Paulo's views on E0 standard and healthy floor are all facts. "People will respect you only if you have the core technology of independent intellectual property rights." Du regarded science and technology as the source of life in Sao Paulo. Perhaps the voice of Sao Paulo came a little late, but with its technical strength and rigorous attitude, I believe Sao Paulo still wins the market with technology in the field of floor formaldehyde reduction.
Rhine Sunshine: Seize the market with price "The popularization of E0 floor can only rely on price war"
On August 27th, 2005, storm E0 of Rhine Sunshine 69 yuan landed in coastal areas, inland areas, Guangzhou, Beijing and Shanghai. Almost overnight, banners, newspapers, television, radio advertisements, posters and publicity pages printed with "Thanks to consumers, Rhine Sunshine E0 popularized the storm, and 69 yuan ended E0 floor profiteering" appeared in all corners of building materials supermarkets in cities across the country, and Rhine Sunshine was in the limelight for a time.
A core proposition of Rhine Sunshine's external publicity is that Kono Wood is the earliest E0 flooring manufacturer in the world and the registrant of E0 trademark, but there is no more mention about why E0 flooring in 69 yuan can be made. In fact, E0 floor of Rhine Sunshine 69 yuan avoids the commonly understood floor formaldehyde reduction technology, which involves three aspects: free formaldehyde precipitation from wood-based panels, high mass production cost, long-term, stable and safe formaldehyde reduction process, but emphasizes the E0 of the raw material-floor substrate. Therefore, Rhine Sunshine bypasses the three core technologies and starts with raw materials to achieve the purpose of stealing concepts. It seems that a shortcut has been taken, but there is no shortcut in product technology itself. The cracking of formaldehyde reduction technology on the floor is a problem that any domestic enterprise that wants to make a healthy floor must face.
Rhine Sunshine knows the psychology of consumers in China very well. The biggest obstacle for E0 to enter the market is price. The sentence "69 yuan E0 popularity storm" does have some truth in the training stage of health concept. Judging from the sales volume of Rhine Sunshine in 2005-2006, the price war has achieved initial results. However, after the flooring industry entered the E0 national standard in 2008, the price war strategy of Rheinland Sunshine was far away, and the promise of "all-round popularization" of Rheinland Sunshine E0 flooring seemed far away.
"Leading enterprises can't fight price wars first. As soon as you cut prices, the enterprises below you will follow suit." Du, president of Sao Paulo Wood Industry, thinks that the price war is not caused by leaders: "The price of products must follow the market, and the price acceptable to consumers is reasonable." However, too many marketing cases show that the fastest and most accurate way to play in China market is price war, which is why the popularity storm of Rhine Sunshine E0 has left such a deep impression on people.
In the new E0 era, Icon, Rhine Sunshine and S? o Paulo all have their own magic weapons and hidden worries.
The expansion and re-integration of icon industrial structure will inevitably distract its efforts to strengthen the floor market. It is of course unrealistic to say that the participation of Rhine sunshine and Sao Paulo is only beneficial to the icon and does not threaten it. If the foundation laid in the minds of consumers is not consolidated, years of efforts may be in vain.
The strong momentum and price reduction measures at all costs made Rhine Sunshine's sales soar that year, but its advantages seemed to be limited to this. There are too many defects in the product itself and lack of core technical support in production, which restricts the development of Rhine Sunshine. Tian Liang, a former diving prince, seems to be forever fixed on the topic of prince. The external marketing environment is ever-changing, and every opponent is coveting the breaking point. If necessary, the advantages gained from the original price reduction are really easy to replicate.
Even though Du boasted that the vacuum ammoniation treatment technology in Sao Paulo represents the most advanced floor formaldehyde reduction technology in China, behind the surface scenery, Sao Paulo is not a strong dealer camp in the national market. The rigid distribution policy and the objective existence of the marketing "short board" make the industry quite doubt whether his new E0 floor can shout out the strongest voice in the new E0 era. If the marketing and communication problems are not solved well, it will be endless trouble for Sao Paulo.
Looking at the market, there are now more than 3,000 large and small floor manufacturers in China. Of course, the whole market will not only be divided by Icon, Rhine sunshine and Sao Paulo, but there will be various possibilities in the future. The new E0 era has just begun.