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Imported flooring has only been present in the Chinese market for less than a decade, but with the growing purchasing power of Chinese consumers, rising income levels, and an increasing desire for premium international brands, the demand for imported flooring has steadily risen. Retailers have also played a key role in promoting these products, leading to a surge in their availability across the country.
"Imported flooring is significantly more expensive than domestic options. For example, a floor from Finland could 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 definitely has the edge," said an industry expert.
While many consumers associate imported flooring with high quality, not all imported products meet the same standard. According to reports, only a small number of foreign brands have established a solid presence in China. These include Portuguese WICANDERS cork flooring, Belgian PAR-KY and QuickStep Art Wood Flooring, Finnish KARELIA three-layer engineered wood flooring, Canadian LAUZON solid wood flooring, Austrian Dior flooring, German GER flooring, Malaysian KEKEN and REGGAR Ron flooring, among others.
Most of these international companies do not enter the Chinese market directly. Instead, they rely on local agents and authorized distributors to handle sales and after-sales service. One such company holds exclusive rights to nearly ten foreign flooring brands, making it one of the largest players in the imported flooring sector.
Five years ago, the Chinese flooring market was dominated by domestic brands like Nature, Icon, Shengda, Anxin, World Friends, Living Home, Yangzi, and others, which captured more than half of the market share. Imported flooring was rarely seen in middle- to high-income households. A survey showed that for a long time, high-end imported flooring was mainly purchased by the wealthy and celebrities, while lower-tier options struggled to compete and often failed to sustain themselves in the market.
However, this trend began to shift dramatically in 2008 and 2009. With increased marketing efforts by companies like Degao, the range of imported brands expanded significantly. Top global names such as Portugal’s Amerin "Viccon" cork flooring, Belgium's QuickStep, Germany’s Kono, Denmark’s brokers, and Finland’s KARELIA and PARLA started to gain traction among both the affluent and middle-class consumers. By 2012, imported flooring had taken up nearly half of the high-end market.
In many regions, imported products are perceived as premium, and once labeled as such, they command high prices. The situation with imported flooring is even more complex. Some imported brands are priced as high as 4,500 yuan per square meter and have a broad consumer base, while others may exceed 1,000 yuan per square meter, appealing to a smaller, more niche group.
According to a sales manager at an imported flooring agency, the price level varies depending on the type. Laminate flooring is relatively affordable, while solid wood composite flooring targets the mid-to-high end. Pure solid wood flooring, on the other hand, is considered a luxury item. For instance, Billy Quickstep laminate flooring typically costs over 400 yuan per square meter, while Finland’s KARELIA three-layer solid wood flooring can go beyond 1,000 yuan per square meter, sometimes reaching as high as 2,800 yuan. It uses rare woods like chicken wing wood, mulberry, and Ma Baomu.
Due to changing consumer perceptions, many now view imported flooring similarly to luxury goods or high-end cars. Consumers below 2,300 yuan per square meter rarely consider importing, but those spending around 500 yuan and above show a growing interest.
In categories like solid wood, cork, laminate, and three-layer engineered flooring, laminate remains the most popular choice, especially among the middle class. Solid wood and three-layer composite floors dominate the market, while cork flooring appeals to specific groups, with Portuguese WICANDERS being the most prominent brand.
Notably, concerns about environmental safety and health have led to greater acceptance of imported flooring that meets strict production standards.
Currently, companies like Degao, Nature, Bingmei, and Dehe Family are active in the imported flooring space. Degao, in particular, is one of the earliest specialists in this field and has developed a comprehensive system of eco-friendly products.
Degao represents several well-known brands, including Portugal’s Victaulic Wiccans, Belgium’s QuickStep, Finland’s KARELIA, Belgium’s PAR-KY, Canada’s LAUZON, and Germany’s EGGER. In 2013, Degao introduced new environmental standards and high-end imported flooring, setting higher expectations for quality and sustainability.
As one analyst noted, the trend toward "high" is shaping a new consumption mindset—where buyers with the means choose authentic, high-quality imported flooring based on strict criteria. This phenomenon, known as the "high phenomenon," reflects a rational and informed approach to purchasing.
A Degao representative believes that the growth of imported flooring in China is just beginning. As top international brands continue to enter the market, they will bring new ideas and create better living experiences for consumers. The road ahead is long, but there is still much potential to explore.