In recent years, consumer awareness of wallpaper has significantly increased. As a result, the wallpaper industry has experienced rapid growth and has been steadily capturing market share from traditional coatings. While the property market has become tighter and the home industry as a whole is facing challenges, the wallpaper sector continues to show strong and consistent development.
Wallpaper stands out as a bright spot in an otherwise bleak market. Despite the downturn in industries like flooring and bathroom fixtures, the wallpaper market remains resilient. Major brands have seen steady sales growth, reflecting its continued appeal. Compared to more mature markets in Europe and the US, China’s wallpaper industry still has a relatively low base. Per capita consumption in China is only 0.5 square meters, far below international standards, indicating significant potential for future expansion.
As people become more conscious of quality and design, wallpapers—along with cultural and artistic home décor materials—are being re-evaluated. Consumers can easily update their walls every few years to match trends or personal preferences. Even with the ongoing property constraints, the home decoration market has not been severely impacted. In fact, 70% of wallpaper purchases come from second-time renovations. Many homeowners are looking to make their spaces feel more welcoming, and the growing demand for second-hand homes and renovation projects has set the wallpaper industry apart from other sectors like flooring and bathroom fixtures.
Looking ahead, the market outlook for wallpaper remains positive. Although it currently occupies a small share of the overall home décor market, its rich color options and diverse patterns make it a popular choice among designers and homeowners alike. In modern interior design, wallpaper plays a key role in defining the style of a space, offering personalized solutions that cater to different tastes and preferences.
Right now, the wallpaper industry in China is still in the billions, but it's much smaller compared to industries like flooring or sanitary ware. If per capita consumption were to reach levels similar to those in Europe and the US, and if the market penetration rate reached 70-90%, the growth potential would be enormous. Additionally, the ease of second-time decoration makes wallpaper a flexible and trendy option, much like fashion items that can be updated regularly.
To grow the market, it's essential to raise awareness and position wallpaper as a simple, eco-friendly, and stylish choice. Companies need to build strong brand recognition and ensure consumers understand the value of wallpaper. With the right strategies, the future of the wallpaper industry looks very promising.
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