In recent years, consumer awareness of wallpaper has significantly increased, leading to rapid growth in the industry. As a result, wallpapers have gained more market share compared to traditional coatings. While the real estate sector has become tighter and the home industry as a whole is experiencing a slowdown, the wallpaper market continues to show steady development.
Wallpaper stands out as a bright spot in the otherwise bleak home decoration market. Despite the downturn in industries like flooring and bathroom fixtures, the wallpaper sector maintains strong growth momentum. Some major brands have even seen consistent sales increases. Compared to the more mature markets in Europe and the US, China’s wallpaper industry still starts from a low base. Per capita consumption in China is only 0.5 square meters, far below international standards, indicating a huge potential for future growth.
As people pay more attention to quality and aesthetics, wallpapers—along with cultural art and industrial home furnishings—are being re-evaluated. Many consumers now choose to update their walls every few years to match current trends or personal preferences. Even with the ongoing property restrictions, the home decoration market feels quieter, but the wallpaper industry remains relatively unaffected. Approximately 70% of the demand comes from second-time renovations, as many people want to make their homes feel more welcoming. The rise in second-hand housing and secondary renovation projects has made this segment a key differentiator between the wallpaper industry and other hard-decor materials like flooring and bathroom fixtures.
Looking ahead, the market for wallpaper remains promising. Although its market share is still small compared to paints, wallpapers offer a wider range of colors and patterns that reflect the creativity of designers. In modern home decoration, wallpaper plays an essential role in defining interior style, effectively meeting the diverse needs of consumers.
Currently, the wallpaper industry in China is still in the billion-yuan scale. Compared to larger sectors such as flooring and sanitary ware, it remains relatively small. However, if per capita consumption could reach levels similar to those in Europe and the US, and if the penetration rate could hit 70%-90%, the market potential would be massive. Additionally, wallpaper makes second-time renovations easier and more stylish, allowing it to function as a decorative material that can be updated frequently, much like fashion items.
To grow further, the challenge lies in making wallpaper more visible to consumers, ensuring it complements paint effectively, and building strong brand recognition. If companies can position wallpapers as simple, eco-friendly, and stylish, the future of the industry looks very promising.
Dongguan HengTaichang Doors Co, Ltd. , https://www.dghtcdoor.com