Recently, when combing through categories such as boards, customized home furnishings, hardware, furniture accessories, coatings, and flooring, I found that there are many strong companies in the home building materials industry that have not followed up on price wars. Instead, they have emphasized not fighting price wars, rolling up value, or sticking to mid- to high-end positioning, or even high-end positioning, or taking the route of high quality-price ratio.
In the panel industry, a group of mid-to-high-end veneer panel brands have proposed not to sacrifice scale or low prices for volume, but to “compromise value” and turn to systematic competition in brand power, product power, and service power, and leave reasonable profits to partners.
Furen, Red Cotton, and Qianshan are quite representative samples.
Fu Ren anchors the “high-end veneer brand”, Red Cotton is committed to “China’s high-end veneer representative”, and Qianshan embarks on the path of high quality and price performance. It will release a high quality and price ratio strategy in 2026, starting with high quality, mid-price, and substitute imports.
Qianshan is currently the first company in the sheet metal industry to clearly call out “high quality and price-performance ratio”. It starts with mid-to-high-end customized decorative panels and serves as a national-level substitute for imported big-name brands.
Previously, Qianshan was supported by Germany’s Wemhöner fully-automatic short-cycle lamination production line equipment and configured with high environmental protection of the HENF level for the entire line of products, achieving the same level of quality as imported big brands.
We also cooperate with well-known European design studios to support the aesthetic confidence of high-looking products.
In addition, its “Intelligent Made in China” system allows product prices to be less than 800 yuan.
There are also some brands in the flooring industry working hard to move up.
As early as 2025, Shiyou Flooring held a high-standard press conference and launched the “Tashan” series, completing another breakthrough in high-end solid wood flooring.
Ni Yuezhong, president of Shiyou Flooring, believes that in an era when consumption upgrades and quality demands go hand in hand, appearance and quality must be improved without sacrificing quality and reducing price.
Shuxiangmendi has always emphasized on building a leading brand of high-end flooring and leading the trend of high-end residential areas with aesthetic innovation.
At the Shanghai Floor Materials Exhibition, the company launched a series of new products with crystal porcelain, Miao silver, and brocade patterns, subtly integrating various elements into woodwork.
In the hardware industry, many companies have refreshed their positioning and clearly proposed to enter the mid-to-high-end market, or to create high-end home hardware.
For example, Jusen is committed to becoming the “leader in high-end cabinet hardware”, Higgold insists on high-end positioning, strengthens original design, and focuses on independent brands, and the star emblem anchors the positioning of high-end home hardware.
In the customized home furnishing industry, there is an increasing trend of embracing middle-class and high-net-worth customers.
Mago Home Furnishing is making every effort to promote an upward-dimensional layout, starting from key links such as brand, technology, design, and delivery to complete system capacity building.
Its brand upward performance is to reshape the brand matrix of the entire spectrum, its technology upward is to build “solid wood + water paint + intelligent” technical barriers, and its design upward has strong master design power.
The data shows that the quality and efficiency of Magog’s operations continue to improve.
Shangpin Home Delivery proposes to delve deeply into the whole-house star-rated customization track, get rid of the trap of low-price involution, launch three new whole-house star-rated customized products, strengthen the terminal visual and experience competitiveness, and quickly lock in high-end customer groups.
These anti-price wars or upward moves have great value and significance, and the growth space is worthy of optimism.
On the one hand, price wars may become increasingly difficult, and business risks may continue to amplify, leading to a vicious cycle of “low prices → low profits → low investment → reduced product quality”, which is also detrimental to partners and consumers.
On the other hand, the market soil for upward roll-up in value has already been formed.
On the consumer side, most working-class people and high-net-worth families with limited budgets but pursuit of quality constitute the core purchasing power. The proportion of high-end decoration has increased, and users have upgraded product requirements.
The product side provides strong support, and the business side constitutes a systemic capability to resist price wars.
In addition, policy dividends are constantly being released, and the anti-price war is a move in line with the general trend.
