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Imported flooring has only been present in the Chinese market for less than a decade, but as consumer purchasing power and income levels have risen, so has the demand for international brands. With aggressive marketing by operators, imported flooring has gained momentum and is now more widely available than ever before.
"The price of imported flooring is significantly higher than that of domestic options," said an industry expert. "For example, a floor from Finland can cost over 1,000 yuan per square meter, while similar domestically produced flooring might be priced around 2,300 yuan. In terms of materials, craftsmanship, and quality assurance, imported flooring is clearly superior."
Despite this, not all imported flooring brands are of high quality. According to reports, only a handful of foreign manufacturers with strong corporate backgrounds and long histories have successfully established themselves in China. These include Portuguese WICANDERS cork flooring, Belgium’s PAR-KY and QuickStep Art Wood Flooring, Finland’s KARELIA three-layer engineered wood, Canada’s LAUZON solid wood, Austria’s Dior, Germany’s GER, Malaysia’s KEKEN and REGGAR Ron, among others.
Most of these international brands do not enter the Chinese market directly. Instead, they rely on local agents who handle sales, marketing, and after-sales services. One such company holds authorization for nearly ten top foreign flooring brands, making it one of the largest importers in the Chinese market.
Five years ago, the floor market was dominated by domestic brands like Nature, Icon, Shengda, Anxin, World Friends, Living Home, Yangzi, and others. These brands occupied more than half of the market, especially in the mid-to-high range. Imported flooring was rare in this segment, mostly found among the wealthy or celebrities.
However, this changed significantly in 2008 and 2009. Importers like Degao increased their marketing efforts and introduced new brand lines. Many global top-tier brands entered the Chinese market, targeting both the affluent and middle class. By 2012, imported flooring had captured half of the high-end market.
In many regions, imported products are often seen as premium goods. When labeled as such, they command high prices. The situation with imported flooring is even more complex. Some imported brands struggle to sell, while others thrive. Prices vary widely—some floors can cost up to 4,500 yuan per square meter, appealing to a broader audience, while others may exceed 1,000 yuan per square meter, catering to a smaller, more exclusive group.
According to a sales manager at an imported flooring company, laminate flooring tends to be more affordable and mainstream, while solid wood composite and pure solid wood options are positioned as high-end luxury items. For example, Billy Quickstep laminate flooring is commonly priced above 400 yuan per square meter, while Finland's KARELIA three-layer solid wood flooring can reach up to 2,800 yuan per square meter, using premium woods like chicken wing wood and mulberry.
Consumer perceptions of imported flooring mirror those of cars and luxury goods. Most people don’t consider importing flooring below 2,300 yuan, but as prices rise above 500 yuan, more consumers begin to show interest.
Laminate flooring remains the most popular choice among middle-class consumers, while solid wood and three-layer engineered wood dominate the market. Cork flooring, particularly from Portugal’s WICANDERS, appeals to niche markets. Due to growing concerns about environmental safety, imported flooring with strict production standards is gaining more acceptance.
Currently, companies like Degao, Nature, Bingmei, and Dehe Family are leading the way in importing and selling imported flooring. Degao, in particular, is among the earliest specialists in the field and has built a comprehensive system of eco-friendly products.
Degao currently represents brands like Portugal’s Victaulic Wiccans, Quickstep, Finland’s KARELIA, Belgium’s PAR-KY, Canada’s LAUZON, and Germany’s EGGER. In early 2013, the company launched a series of eco-friendly and high-end imported flooring products, setting new environmental standards and sparking a trend.
As one industry analyst noted, “Going high means guiding a new consumption mindset—more consumers with purchasing power are choosing authentic, high-quality imported flooring. This is a rational and highly selective purchase.â€
A Degao representative believes the growth of the imported flooring market in China is just beginning. Top international brands will continue to inspire innovation and improve consumer lifestyles, though the road ahead is still long and full of challenges.