The development of flooring companies needs to change their thinking

For years, promotional activities have remained a key marketing strategy for major flooring companies. However, the overuse of such tactics has intensified competition within the industry and significantly eroded profit margins. In many cases, low-cost promotions have led to a perception of lower quality among consumers, which has damaged brand image and even drawn criticism from customers. Long-term, frequent price cuts are no longer effective in driving sales. Instead, they create negative associations with the brand. Promotions have become so common that they’re now seen as standard practice in the flooring market. Whether it's a holiday event or an internal store promotion, the goal is always the same: to boost sales through discounts. Most of these campaigns focus solely on reducing product prices, which makes them predictable and less impactful. Over time, constant low-price promotions have created buyer fatigue. Consumers are no longer excited by the same old deals, and even when prices drop, the effect is minimal. This trend has caused many flooring brands to be stuck in a "promotion = low-end" cycle, where their products are viewed as cheap rather than high-quality. Price reductions, combined with repetitive promotional strategies, have turned into a monotonous routine. This not only leads to consumer indifference but also puts flooring companies in a tough position where sales stagnate. The result is a market that’s oversaturated with similar offers, making it difficult for brands to stand out. If companies continue to rely on price cuts as their main selling point, they risk losing long-term brand value. A model based purely on discounting will eventually lose its appeal and make the brand appear untrustworthy or unoriginal. This kind of over-reliance on promotions reflects a lack of innovation and unique product identity. Many flooring companies struggle to differentiate themselves because they fail to develop distinctive products or strong brand identities. Without clear differentiation, they end up competing solely on price, which limits their ability to grow and remain competitive. The core issue lies in the lack of creativity and innovation in product design and marketing. However, there's an opportunity for change. Rather than focusing only on price, companies can integrate creative elements into their promotions. By offering something new and unexpected, they can capture consumer attention more effectively than just lowering prices. It's time for the flooring industry to rethink its approach and move beyond the traditional model of discount-driven sales.