2025 PVC Plastic Flooring Enterprises' Breakthrough Strategy: Breaking the Price War and Homogenization Trap
As environmental policies tighten and consumer demands upgrade, the
PVC plastic flooring industry is confronting multiple challenges in 2025, including the intensification of price competition, severe product homogenization, and insufficient innovation momentum. How to break through in the red ocean market? This article explores the industry’s breakthrough paths from the perspectives of market price competition, product innovation, corporate strategies, and typical cases.
Currently, the PVC plastic flooring market is dominated by mid-to-low-end products, and price wars have become the primary means for enterprises to compete for market share. However, pure price cuts are unsustainable—enterprises need to achieve differentiated competition through supply chain integration and technical cost reduction. For instance, leading enterprises reduce marginal costs through large-scale production, while simultaneously adopting recycled materials or environmentally friendly processes to reduce reliance on raw materials (e.g., using recyclable PVC). This approach not only aligns with green policy orientations but also increases the profit margin by 15%. Additionally, shifting the focus away from prices through value-added services (such as customized installation and after-sales maintenance) is also a key strategy to escape the low-price quagmire.
Product homogenization is a long-standing issue in the industry, but the growing consumer demand for functionality and aesthetics has pointed the way for innovation. In 2025, enterprises must focus on developing differentiated products for segmented scenarios:
- Functional Upgrades: Features such as antibacterial, anti-static, and sound insulation capabilities to meet the needs of professional scenarios like healthcare and education 26;
- Design Empowerment: Collaborating with renowned designers to launch personalized parquet or color series. For example, Shiyou Flooring has enhanced its brand positioning through its "Master-Designed Product Line" 9;
- Smart Integration: Integrating technologies such as temperature sensing and underfloor heating compatibility to align with the smart home trend 5.
Low technological barriers are a pain point for the industry. Enterprises need to increase R&D investment to build core competitiveness:
- Material Innovation: Developing products with high environmental performance (e.g., ENF-class formaldehyde-free flooring) to comply with green building policies;
- Process Innovation: Introducing technologies such as nano-coatings and 3D printing to improve product durability and production efficiency;
- Industrial Chain Extension: Deploying upstream raw material R&D (e.g., bio-based PVC) or downstream services (e.g., old flooring recycling) to form a closed-loop ecosystem.
Taking the newly launched rubber flooring by "Dalongju" as an example, its successful breakthrough path is worth learning from:
- Differentiated Positioning: Steering clear of the traditional PVC market, it has entered the high-end rubber flooring segment, focusing on wear resistance and anti-slip performance, and targeting professional fields such as sports venues and healthcare 28;
- Eco-Friendly Empowerment: Adopting a composite process of natural rubber and recycled materials, it has obtained green certifications, leveraging policy dividends 6;
- Channel Innovation: Through the "online lead generation + offline experience" model, combined with Douyin local marketing to accurately acquire customers and expand market coverage 9.
In 2025, competition in the PVC plastic flooring industry has shifted from "quantity" to "quality". Enterprises must take technological innovation as their spear and differentiated positioning as their shield, and build a competitive moat through cost optimization, functional upgrades, and industrial chain integration. At the same time, learning from the segmented market strategies of cases like Dalongju is essential to open up a blue ocean in the red ocean and achieve sustainable growth. In the future, only by deeply integrating environmental protection, intelligence, and user needs can enterprises seize opportunities in the new cycle.
