Wood flooring market trends lead to brand the text scarce.

<p> past few years I focus on the floor and the floor of aesthetic culture, there are some feelings and experiences, one of which is the length of time from the point of view, the text value of wood flooring products will inevitably become the main source of the text scarce as the primary means of market competition, .the quality of the text and durable as an important part of the floor. .This text mainly talk about the scarcity of wood flooring market in some of the problems. .</ P> <P> <P> <p> What is the text of the scarcity of wood flooring? .</ P> <p> "text scarcity" as a concept that I created, but "text" and "scarcity" is ready. .Let's start with what the text begins. .50-60 years in the last century in Europe, the emergence of a new concept, called "text" (text). .Text is a common English words from Latin, meaning without interpretation, has not been modified the original, or original documents. .Structuralism in Europe uses the staff to do the specialized terminology, refers to the language symbol system, the phenomenon of the system and its contents. .The beginning, "text" (text) The term is mainly used for language system, is divided into two cases, one refers to a sentence, a book and the contents of a phenomenon observed the object posed by the second refers to the discourse .composed of the semantic content of the sign and complex, it reflects the language of the scene outside. .Later, the "text" (text) have in practice the concept of the development of all human traces in the material, the "culture of handwriting" (culturescripts), both as a text. .Any kind of human products (products), have a material and textual. .To do the floor of the timber, for example, the original state of wood logs (log), also has the text of the log. .Logs are being cut down, cutting a tree in time to what tool is an ax or a saw, a hand saw or chain saw, cross section of the trace logs is not the same. .When the logs delivered to a place, although people did not personally harvesting the root of logs, but traces of the sectional, it is conceivable that the scene root logs are harvested, and some experts even saw marks from the "footprint" (symbol) .read out (identification) were used to harvest what brand of saws and blades. .(See Figure 1) In this case, "saw marks" is "text", was identified in the "cutting process" is "meaning." .Loggers through labor, the labor process (meaning), including labor, tools, methods and results, to saw marks (text) form into logs, and experts through the saw marks are (text), see the harvesting process (meaning) .. .Therefore, the "text" of a proposed, with the "meaning" closely linked, "meaning the text has three, namely (1) the phenomenon of discourse marker system or a sign system; (2) the .system of meaning expressed by the system; (3) the phenomenon of the observer and the book's readers to understand the different abstract symbol systems. ."(" Dictionary of Foreign Philosophy, "P295) </ p> <p> the proposed" text theory ", when people re-examine the use of textual theory, the theory of traditional industry, when products are found in any human .a culture, showing material and the text of the unity of two aspects, and some more products in the material, the text of the less, such as the preceding example, the logs; something to the contrary, not much material, the text of it .strong, such as paintings. .It also found that the value of goods is increasing as the text of the increase, such as wood flooring and wood, the same material, wood flooring more expensive than wood, because wood flooring in the text of the text than the logs to be more of .. .Thus, from the material according to the text of the order, people have been reclassified to industry (see Figure 2). .This classification is to break the traditional "economic base - superstructure" of the separation, made cultural industries (cultureindustries) and cultural products (cultureproducts) the new concept. ."Cultural industries" usually refers to the "social significance of production" (theproductionofsocialmeaning) most directly related to the body, mainly referring to for-profit company, but also national organizations and non-profit organizations. ."Cultural products" refers to efforts to create and circulation of "text" products (ibid., P3-13). .At the same time, "text" of the concept has experienced a fundamental transformation, from the previous traditional sense of simply "text" the text into the phenomenological sense of "mark system" and " .meaning system. " .</ P> <p> scarcity (scarcity) is an important concept in Western economics. .Scarcity is not just about the number of rare, but also refers to the exchange to get it to go through. .Therefore, the concept of scarcity is primarily a concept of market supply and demand. .People often say that scarcity, that is, the price of scarce items can deviate from value, higher than the value, resulting in premium. .However, people often talk about the scarcity of resources, talk about the text scarce. .• David Ricardo (DavidRicardo) is the founder of Labor, but also from an economic scarcity of the first person to talk about the text. .When he discusses the goods, said: "Effective with the commodity, the exchange value from two aspects: First, scarcity of, first, they need to get the amount of labor cost," the first time and labor scarce Contact .up. .Ricardo view, like a painting, rare books and coins, the value of the goods solely by their scarcity of the decision. .For such goods, the price and production are independent of the outlay of the amount of labor, their value changes with the number of collectors and try to share their desire to change. .Ricardo said the paintings, rare books and coins of the scarcity problem, on this view, the problem is the scarcity of this article. .</ P> <p> the scarcity of wood floor model </ p> <p> value of the goods into the text along the path from the physical value, while the abundant along the supply to the scarcity premium, Figure 3 is a text and I will be scarce .together to do a model. .Model is a Cartesian coordinates in four quadrants, the text scarcity is one of the quadrant. .The concept of scarcity is the text from the model derived. .</ P> <p> Let's start with the third and fourth quadrant start. .These two quadrants are within the scope of material, the third quadrant of the abundant resource of products, the fourth quadrant is the scarcity of resources products. .The floor of the Chinese enterprises and flooring products, for example, most of them to discuss business in the third quadrant. .The result is we all know, in order to survive, only price cuts, price competition has become to survive in this quadrant. .So people think of break, break the easiest way to break out from the third quadrant to the fourth quadrant, so that their products from the abundant resources of the product into a scarcity of resources products. .Thus, we see on the market a variety of "teak" floor, such as "African Teak", "Brazil Teak", "teak king" and so on. .Although the countries have laws and rules prohibiting this, but repeated, why? .Because the "teak" scarcity, scarcity means that sell (low transaction costs), which means high prices (premium, high-profit). .We all know, this is fraud, that can not be long. .However, if you really grasp a scarce resource, and that indeed a lot of money, for example, re-mastered a few years ago Shun ant wood (ipe) market, the product competitive, companies gain from the significant benefits of scarce resources .. .Two or three years ago, Chinese flooring industry the existence of a "resource for the king," the media boom, its theoretical foundation that is "scarce resources." .</ P> <p> However, not all firms have access to "resource scarcity", and some companies even have received some degree of "resource scarcity", it is difficult to be maintained permanently .because the "scarce resources" not only involves the subject (business), but also by involving objects (resources) are limited, definitely not one can do whatever they like. .In fact, even if there is some kind of resources, not necessarily king. .The floor face of China's export to Europe must we trend. .The end of 2007, the European flooring industry and entrepreneurs to discuss the issue, they agreed that Europe has more than China's timber resources, but not in the field of solid wood flooring can compete with cheap Chinese a decisive factor. .They believe the technology play a decisive role only when the European parquet production, such as laminate flooring can achieve a fully automated way to compete against low-cost Chinese flooring. .Automation is a technology, technology is also a text, the text of the scarcity of real competition, and this is the first quadrant coordinate, "the text of scarcity." .</ P> <p> flooring industry in China, the scarcity of the floor of the text showed two cases, one technical text scarce, the second is the scarcity of aesthetic texts. .Scarcity is to have a competitive edge and market. .The former is represented by the "Power Dekor", "Power Dekor" has always insisted on the technical features laminate flooring innovation, "wearable", "Love Lock", "Eo-class" ."antimicrobial" and other new concepts and new features floor, are presented and lead to market Dekor. .The latter's representatives in the laminate flooring industry, "Fillinger," have been the "king of color", customers and consumers like it's good "color." ."Color" is an aesthetic text, can increase the value of the floor. .In the wood flooring industry, "family life" and "Baroque" and "Elegant doors" and "aesthetic floor," is representative. .Scholarly family advocate "floor aesthetics", that "aesthetics is productivity," request "to do the floor work as a aesthetics" and create the floor of the aesthetic text of scarcity, and scarcity of the text so that the floor aesthetic value, .These have been confirmed for the market practice. .</ P> <p> the text of the scarcity of wood floors and brand-building </ p> <p> "symbol" is an advanced form of the text, "text scarcity" will inevitably lead to the development of "brand." .What is the "brand"? ."Brand" is "the symbol-intensive." .Studies in contemporary Western culture, in the product into "labor-intensive products", "technology-intensive products" and "capital-intensive products" after, there is a new formulation, called the & ldquo .; symbol-intensive products ", which mainly refers to the culture / products used in the well-known brands, such as" LV "bag," Armani "clothing, and so on. .A brand symbol, contain and concentrate a lot of economic information, social information and cultural information, people buy the brand, the main utility is not part of their consumption, but consumption of their symbols, symbols representing who they are, symbols represent .how they kind of person, as distinguished from the others - the scarcity of symbols highlight the scarcity of their own. .This also gives us a revelation of Chinese flooring industry, do "brand", the key is the text of the scarcity, if your products (including research and development, production to marketing) and the lack of culture, or false culture, pseudo-proposition, then, .No amount of advertising and promotion, and ultimately are not up to do. .</ P> <p> then, a brand once the scarcity of some kind of text, it can once and for all out? .Contemporary Western culture research tells us that the text has great mobility, it has a "high production costs and low reproduction costs" (赫斯蒙德夫, "cultural industries" P20). .Therefore, there is great being copied, the risk of being copied, the text is also very likely to cause the loss of scarcity, the loss from the first quadrant to the second quadrant, which is called "the text of inflation." .The floor in the Chinese market, we can see this phenomenon in large numbers, a good laminate flooring colors, in just a few months time it may be copied, spread at once, quickly made abuse. .Two years ago, the high teacher development seminars organized antique floor, I spoke said that inflation, antique flooring, refers to this situation. .In Western countries, the legal system of property rights have been established and sound, and cultural products can get a patent or copyright protection, so, although their price levels higher than ours (by purchasing power parity), but in comparison, the transaction costs of cultural products .still lower than we. .This is a systemic problem in the rapid development of the flooring industry in China, have already mentioned. .Of course, a business, how to "create" and "access" text scarce, there are policy issues, such as vertical integration, the company master the marketing and sales channels to control the release schedules to ensure that consumer goods can be at any time .access; use advertising to restrict the sale of cultural products, profits, and the creator of the internal control of lenient symbol, on the issue of strict control and marketing, and so on. .These studies are scarce with the text in the flooring industry in China, more and more important, will certainly be made to study, who studied early, who had studied well, one might argue in the fierce market competition, the dominant position. .</ P>.