Flooring industry should focus on brand building and innovative marketing model

Since the advent of the B2B website marketing model, many floor merchants have started opening stores on various platforms like Taobao, Tmall, Yihaodian, Jingdong, Suning, and others to sell their products online. However, consumers are often overwhelmed by the sheer variety of choices available. Choosing the right flooring among countless options can be daunting. Beyond quality, service, and price, brand reputation plays a crucial role in decision-making. A brand is not just a symbol but a testament to a company's overall strength. It ensures product quality, guides consumers, and serves as a foundation for a company's survival and growth. Price reflects the value of a brand and influences purchasing decisions. When looking at the flooring market from a brand and price perspective, prices differ significantly. Yet, when faced with similar products, consumers tend to trust established brands and the value they represent. Take the four-in-one flooring brand as an example. This brand has undergone over a decade of development, exporting its products to more than 60 countries, including Germany, the U.S., France, the U.K., Italy, Canada, and Australia. Domestically, it has collaborated with renowned real estate giants like Shanghai Real Estate, Hutchison Huangpu, Kerry Real Estate, Hans Land, Shanghai Olympics, Gemdale Group, and Yurun Group. By leveraging its strength and service excellence, the four-in-one brand has built a solid reputation over the years. What’s even more impressive is how the four-in-one flooring has revolutionized traditional pricing models. By utilizing e-commerce platforms, they cut out intermediaries, ensuring products go directly from the factory to the consumer. Wholesale, retail markups, shop rents, advertising fees, and logistics costs are eliminated, allowing them to offer significant discounts directly to customers. In recent years, the four-in-one flooring has partnered with Lenovo, U.S.-based DCM Ventures, and Renren Network to launch Nest Home, an innovative e-commerce platform. This initiative aims to deliver diverse flooring solutions to quality-conscious consumers who seek convenience, efficiency, and ease in their shopping experience. Whether online or offline, customers can enjoy seamless access to products, comparisons, and services tailored to their needs. Currently, the four-in-one flooring primarily operates through its self-developed Nest Home platform, which combines online browsing with offline distribution via national distributors. This dual approach allows customers to view products online, compare services and prices, and receive physical products and installations locally. The result is transparent pricing and reliable service. The unique business model of the four-in-one flooring has drawn significant interest from potential dealers. A Hangzhou-based distributor noted: “Previously, selling flooring in the conventional way meant paying high rental fees and investing heavily in promotions. Despite these efforts, market performance remained inconsistent. Now, with a small showroom of just 30 square meters, I display all my products virtually on the Nest Home platform. This drastically reduces rental costs while increasing both online and offline traffic, boosting my sales significantly.” The success of the four-in-one flooring underscores the importance of innovation in marketing strategies. Companies that wish to thrive in the long term must prioritize brand building, product quality, and exceptional service. By adopting innovative approaches, businesses can create greater value for their customers and establish themselves as leaders in the industry.