NA, Europe, Take Bulk of Chinese Vinyl Exports

Beijing, China, Nov. 3, 2009--North America and Europe are the largest importers of Chinese vinyl flooring, together absorbing more than half of overseas shipments in the first half of the year, according to a story in Hardware and DIY.

Contrary to most industries in China, the synthetic flooring segment continues to target the traditional markets of North America and the EU as demand there remains stable even amid the volatile economic condition. This is because customers in both areas generally prefer such products as alternatives to wood flooring.

In 2008, North America and the EU absorbed 32 and 19 percent of total exports, which exceeded $971 million. Shares for 2009 are expected to be at similar levels or even higher. From January to June alone, these destinations have already taken in 37 and 20 percent of outbound shipments, respectively.

While the bulk of turnout continues to go to traditional destinations, overseas sales are generally on a downturn. Exports in the first half of 2009 slipped 23 percent year on year to total $349.3 million. The decline can be attributed to slowing orders brought on by the weak construction sector and the 4 percent drop in average unit prices.

Business, however, is expected to rebound in the next six months.

To meet demand for classic designs in conventional markets, China’s synthetic flooring selection consists mostly of models with a wood-grain surface pattern. Such types account for more than 80 percent of output.

Aiming for greater differentiation, several makers are employing embossed tessellation for high-end designs. Tessellated patterns, which are normally found only on carpet tiles, are now applied on vinyl, plastic and rubber models.

PVC flooring is also gaining ground. These types are primarily installed in sports stadiums as they perform better in absorbing shock or impact, thereby providing extra protection for players.

In addition, PVC models are easier to install than natural wood versions and priced about half as much.