Flooring industry should focus on brand building and innovative marketing model

Since the rise of B2B website marketing models, many floor merchants have started opening virtual stores on platforms like Taobao, Tmall, Yihaodian, Jingdong, Suning, and others for online sales. However, with such a vast selection of products available to consumers, choosing the right floor can feel overwhelming. Beyond quality, service, and price, brand plays a critical role in decision-making. A strong brand reflects a company's overall strength and serves as both a seal of quality assurance and a guiding force for consumers. It also acts as a foundation for a company's sustainability and growth. The price often mirrors the brand's value, influencing whether consumers decide to purchase. When looking at the flooring market through the lens of brand and price, it becomes clear that while prices may vary, consumers tend to trust established brands and the value they represent. Take the four-in-one floor as an example. This brand has been refining its craft for over a decade, exporting products to more than 60 countries including Germany, the U.S., France, the UK, Italy, Canada, and Australia. Domestically, it has collaborated with prominent real estate companies like Shanghai Real Estate, Hutchison Huangpu, Kerry Real Estate, Hans Land, Shanghai Olympics, Gemdale Group, and Yurun Group. These partnerships underscore the four-in-one floor's commitment to excellence, using strength to build markets and service to earn customer loyalty. As the saying goes, "Rome wasn't built in a day," and this brand's success is a testament to its decade-long dedication. What's even more impressive is how the four-in-one floor has disrupted traditional market pricing practices. By leveraging e-commerce platforms, it cuts out middlemen entirely, ensuring products go directly from the factory to the consumer. This means no wholesale markups, retail markups, shop rents, advertising expenses, or unnecessary logistics costs. Instead, they offer direct-to-market pricing, providing genuine savings to customers. In recent years, the four-in-one floor has partnered with tech giants like Lenovo and venture capitalists such as DCM, joining forces with Renren Network to launch Nest Home, an innovative e-commerce platform. Nest Home offers users access to lifestyle designs, multi-style flooring options, and a seamless shopping experience. Its mission is to cater to modern consumers who seek quality, convenience, efficiency, and affordability—all while shopping on their own terms. Currently, the four-in-one floor primarily operates through its self-developed Nest Home platform and a nationwide distributor network. Customers can browse products online, compare services and prices, and then visit线下 showrooms for physical inspections, purchases, installations, and after-sales support. This ensures transparency in pricing and consistency in service. The unique business model of the four-in-one floor has drawn significant interest from dealers across the country. For instance, a Hangzhou-based dealer shared his experience: "Previously, selling floors involved high rental costs and substantial marketing expenses. While prices were driven up, the results were mediocre. Now, with just a small inspection shop of 30 square meters, all our products are showcased virtually on the Nest Home platform. This has drastically cut down on rental costs while boosting both online and offline traffic, leading to a substantial increase in sales." The case of the four-in-one floor illustrates a crucial lesson: to thrive in today's competitive market, companies must prioritize innovation in their marketing strategies. This requires a solid foundation of brand equity, product excellence, and superior service. By aligning these elements with customer needs, businesses can create sustainable value and stay ahead of the curve. Ultimately, the future belongs to those who dare to reinvent themselves and embrace change.