China has huge wallpaper market potential, attracting foreign well-known wallpaper manufacturers compete. From the 90s onwards, international wallpaper enterprises have set up camp in the country one by one, and they either use agents or promote their products in the form of branding.
In the "contest" with foreign enterprises, domestic wallpaper leaders began to imitate, learn and improve the foreign culture, products, business philosophy, and vigorously promote the production and business activities, which makes the differentiation of domestic wallpaper products toward , High-end development, the industry gradually embark on the path of healthy innovation. Early 2006, the industry gradually to the international development direction, multi-channel multi-mode marketing, making the wallpaper industry more specialized. At the end of 2007, the wallpaper brands occupying the first group in the industry realized the development potential of the industry, jointly fostered the market, influenced the domestic consumption atmosphere through the international decoration style, established the important position of wallpaper in the home improvement market, Wall paint launched a strategic offensive, trying to win China's wall decoration materials dominance. According to the statistics released by the International Wallpaper Manufacturers Association in 2008, the total consumption of wallpaper in the world in 2008 was 5.285 billion square meters, an increase of 0.003% from the previous quarter (the total consumption of wallpaper in 1997 was 130 million square meters); among which, China 400 million square meters, an increase of 20%; growth rate in the world. As can be seen from the above data, the total global consumption is basically the same, with the fastest growth in China, reaching 20% growth. Compared with 70% to 80% of the market share in developed countries such as Europe, the United States and Japan, the use of wallpaper as interior wall decoration material in China is only 2% -3%, which undoubtedly shows that China has huge market potential