The flooring industry is toward the era of aesthetic quality
July 12 10:04:55, 2025
In the wake of a downturn in the real estate market, the building materials sector faced a significant slump in 2012, with the flooring industry struggling to maintain stability. Issues such as "toxic floors" and regulatory investigations in the U.S. continued to plague the market. However, as the home improvement season approached, major brands began to re-strategize, focusing on innovation, quality, and design to revitalize the industry.
The growing demand for flooring has led to rapid development in China's floor industry. According to preliminary data, sales reached 406 million square meters in 2012, with total output value hitting 76 billion yuan. Yet, this booming market also attracted unscrupulous players who prioritized profit over quality. In early 2012, reports surfaced about Anxin Floor potentially emitting excessive formaldehyde, sparking widespread concern and fueling discussions among consumers.
Industry experts argue that these recurring quality issues highlight the urgent need for stronger regulations. In response, the China Forest Products Industry Association Flooring Committee launched the “China Three-tier Solid Wood Composite Floor Consumption†initiative, aiming to raise consumer awareness and encourage companies to improve service standards. Local governments soon followed, implementing stricter regulations to elevate industry standards and promote safer products.
As a result, the quality of wooden floors has significantly improved. In Jinan, for instance, consumers are highly sensitive to safety, especially after repeated incidents of “toxic floors.†The rising green threshold has effectively filtered out substandard products, leading to higher-quality flooring options. One sales representative noted that their brand adheres to European and American E0 standards, ensuring low formaldehyde emissions and promoting healthier living environments.
Beyond quality, the flooring industry is now embracing aesthetics. Trends like retro and modern styles are gaining popularity, with both solid wood and composite floors featuring eye-catching designs that blend comfort and beauty. As living standards rise, homeowners are increasingly focused on the artistic and cultural appeal of their spaces. Antique-style floors, with their matte finishes and intricate patterns, offer an elegant, timeless look, while modern designs cater to younger consumers seeking unique, personalized spaces.
A recent buyer, Mr. Zhang, chose a light grey, modern-patterned floor for his new home. He explained that the color brightens the space and creates a more stylish, individualistic atmosphere compared to traditional warm tones.
Floor manufacturers are now integrating aesthetic elements into every stage of production, from design to sales, creating a more visually appealing and emotionally engaging product. This shift toward "esthetic value-added" has significantly influenced consumer choices, making design a key differentiator in the market.
While domestic demand continues to grow, export challenges have intensified. The EU and U.S. have imposed stricter regulations on Chinese wood exports, including the EU’s Lumber and Wood Products Regulations and the U.S.’s Formaldehyde Standards Act. These policies require sustainable sourcing and strict emission controls, making it harder for Chinese manufacturers to meet global standards.
Despite these challenges, the domestic market is showing strong signs of recovery. After the Spring Festival, the home improvement sector picked up, with floor sales surging. Solid wood flooring, known for its health benefits and elegant design, is gaining popularity. At a recent home fair, one brand signed over 200 deals in just half a day, achieving 2.6 million yuan in sales without any returns.
Industry insiders believe that the continuous transformation and upgrading of China’s flooring sector will lead to a more optimized industrial structure and greater competitiveness. With the domestic market expanding, the industry is well-positioned for future growth.