Environmental Innovation and Market Opportunities of Solid Wood Flooring: DOMOTEX Asia 2025 Data Reveals Global Buyers' Preferences

In May 2025, DOMOTEX asia/CHINAFLOOR held at the National Exhibition and Convention Centre (NECC) in Shanghai once again confirmed the global market appeal of solid wood flooring. Within the 210,000-square-meter exhibition area, more than 300 exhibitors related to solid wood flooring attracted 83,056 professional visitors from 124 countries, including 18,121 international buyers who specifically conducted procurement negotiations for the solid wood flooring category. The exhibitor satisfaction rate reached 7.6, and the buyer repurchase intention was as high as 90%. Amid increasingly stringent environmental trends and intensified competition from new flooring materials, solid wood flooring still ranks among the top choices on global buyers' procurement lists, thanks to continuous environmental innovation and diversified sales channel layout. Combining the DOMOTEX asia 2025 post-show report and industry practices, this article analyzes the market opportunities and global appeal of solid wood flooring from three market dimensions: breakthroughs in environmental innovation, upgrading of sales models, and iteration of channel types.

I. Environmental Innovation: Breaking Industry Bottlenecks to Meet Global Procurement Standards

Environmental performance has become a core decision-making indicator for global buyers when purchasing solid wood flooring. Data from DOMOTEX asia 2025 shows that 73% of international buyers list "environmental certification" as the primary consideration, an increase of 8 percentage points compared with 2024. Technological innovations by Chinese solid wood flooring enterprises are achieving full-chain breakthroughs from raw materials and production processes to finished product testing, fully complying with international environmental standards and becoming a core competitiveness to attract global procurement.

In terms of raw material sustainability, exhibitors are actively exploring "renewable + recycling" models. For example, the engineered wood flooring launched by exhibitor SWISS KRONO adopts a composite process of fast-growing forest wood and recycled wood fibers, increasing wood utilization rate to 92% and saving 30% of virgin wood compared with traditional solid wood flooring. This product has passed the EU PEFC Forest Certification and secured 45% of its orders from European buyers at the exhibition.

The painting process of traditional solid wood flooring is a major source of formaldehyde and VOC emissions. However, at DOMOTEX asia 2025, more than 80% of exhibitors adopted water-based UV coating technology. The water-based paint solid wood flooring displayed by Power Dekor has a VOC emission of less than 0.1mg/L, far exceeding the EU EN 717-1 standard, and its wear resistance has been upgraded to AC5 grade, suitable for high-frequency use in commercial spaces. The negotiation volume during the exhibition increased by 52% year-on-year. In addition, Tigeer Floor’s"formaldehyde-free locking technology" abandons traditional glue splicing and adopts physical locking for fixation, with a formaldehyde emission of ≤0.02mg/m³, meeting the requirements of the US CARB P2 certification and becoming a key procurement target for buyers from the United States and Canada.

The global layout of environmental certifications has further reduced trade barriers. Exhibition data shows that more than 90% of products from exhibitors have passed at least two international environmental certifications, including EU CE, US CARB, and Japan F4 Star. Leading enterprises such as Power Dekor and Beamy Floor have achieved "one certification, global recognition" for their products. This full-chain environmental innovation has enabled Chinese solid wood flooring to completely shake off the label of "low environmental performance" and become a preferred material for global green building projects.

Wood & laminate flooring industry: Facts & figures 

• More than half (54%) of wood flooring manufacturers invested in new technology in 2025 to improve their production, according to NWFA’s 2026 Industry Outlook survey.

• NALFA is developing the LF-04 – Mouldings and Trim Performance Standard. The new standard will outline performance, durability, and quality requirements specific to mouldings and trim used with laminate flooring systems.

• Business Research Insights reports the global wood and laminate flooring market size, estimated at $18.37 billion USD in 2024, is forecast to reach $22.76 billion by 2033 with a CAGR of 2.4% (2025-2033).

• New flooring (non-carpet) was purchased by 38% of homeowners who renovated in 2024, according to the 2025 U.S. Houzz & Home Study.

• EPLF members sold 313.5 million m² of laminate flooring in 2024, down 1.4% from 2023 but showing the continued strength of these products in the construction market. North America accounted for 23.5 million m², an increase of 8.9%.

• Warm neutrals, lighter wood, and earth tones are expected to be top choices in kitchen flooring over the next three years, according to NKBA/KBIS 2026 Kitchen Design Trends report. Large format and plank flooring will also be prevalent.

II. Sales Models: Diversified Innovation to Adapt to Global Market Demands

Significant differences exist in consumption habits and procurement scenarios across global markets. Chinese solid wood flooring enterprises have accurately adapted to the needs of buyers in different regions and types through flexible innovations in sales models, which was fully reflected at DOMOTEX asia 2025.

The engineering bulk customization model has become the mainstream for commercial procurement. Targeting engineering scenarios such as hotels, real estate, and public buildings, exhibitors have launched "on-demand customization + bulk supply" services. For example, NOVALIS provides customized solid wood flooring services for Southeast Asian hotel chains, allowing adjustments to wood texture, size, and surface treatment processes according to hotel styles, with a minimum order quantity as low as 500㎡, and offering integrated solutions including on-site measurement and installation guidance. Data from DOMOTEX asia 2025’s business matching shows that engineering buyers accounted for 29%, an increase of 6 percentage points compared with 2024, indicating a continuous rise in market demand for the bulk customization model.

Personalized services in retail channels cater to the high-end consumer market. To meet the procurement needs of high-end residences and designers in regions such as Europe and North America, enterprises have launched a "small-batch customization + fast delivery" model. Many exhibitors displayed "designer co-branded series" of solid wood flooring at the exhibition, supporting personalized combinations of wood types, parquet patterns, and surface processes, with a delivery cycle shortened to 15 days, attracting a large number of independent European designers and high-end home retailers. During the exhibition, such personalized orders accounted for 18%, becoming a new profit growth point.

The cross-border e-commerce direct supply model has opened up channels for emerging markets. Targeting small and medium-sized purchasers in emerging markets such as Southeast Asia and the Middle East, enterprises have realized "factory direct supply" through cross-border e-commerce platforms. Data from DOMOTEX asia 2025 shows that e-commerce buyers accounted for 8%, an increase of 2 percentage points year-on-year. These buyers are mostly small and medium-sized home stores and online retailers, preferring small-batch and fast-turnover procurement models. Power Dekor has established a cooperation model of "online inquiry + offline exhibition verification" through platforms such as Amazon and Alibaba International Station, providing standardized products and convenient payment and logistics solutions for buyers in emerging markets.

The leasing and recycling model explores new paths for sustainable business. Some exhibitors have launched solid wood flooring leasing services for commercial spaces, such as providing reusable solid wood flooring for exhibitions and temporary showrooms, which can be recycled, renovated, and reused after use. This model reduces the initial investment of buyers and aligns with environmental trends, securing cooperation intentions from 12 multinational enterprises at DOMOTEX asia 2025.

III. Channel Types: Global Layout to Build an Efficient Procurement Network

An efficient and stable channel network is crucial for solid wood flooring to connect with global buyers. As the flagship platform for the Asia-Pacific flooring industry, DOMOTEX asia 2025 is promoting the upgrading of solid wood flooring’s channel layout towards "precision, diversification, and globalization," forming a channel system covering different market levels.

(1) Global Channels: Connecting Global Buyers and Breaking Cross-Border Trade Barriers

The international agent distribution channel deeply cultivates mature markets. For traditional mature markets such as Europe and North America, enterprises quickly enter local sales networks through cooperation with well-known local agents. For example, SWISS KRONO cooperates with Floor & Decor, Europe’s largest flooring distributor, leveraging its more than 200 stores across Europe to achieve localized warehousing, distribution, and after-sales services for solid wood flooring. Data from DOMOTEX asia 2025 shows that orders secured through the agent channel accounted for 41%. This "local agent + global supply" model solves pain points such as logistics timeliness and after-sales services in cross-border trade, becoming the core channel for mature markets.

The exhibition direct procurement channel has become the core of business matching. DOMOTEX asia has emerged as the preferred procurement platform for global solid wood flooring buyers. In 2025, the exhibition held 3 special business matching sessions, completing more than 450 one-on-one business talks, with a success rate of 67% for supply-demand matching in the solid wood flooring category. A purchaser from Australia’s Ultimate Timber Flooring Pty Ltd stated: "Through the exhibition, we can connect with dozens of Chinese suppliers at once, conduct on-site inspections of product quality and production capacity, and procurement efficiency is three times higher than that of traditional channels." The exhibition channel not only achieves precise supply-demand matching but also serves as a core window for buyers to understand industry trends and assess supplier strength.

The regional distribution center channel radiates emerging markets. Targeting emerging markets such as Southeast Asia and the Middle East, enterprises have established regional distribution centers in core cities to achieve localized operations. For example, Power Dekor’s distribution centers in Malaysia and the United Arab Emirates cover 5-8 surrounding countries, providing spot inventory, localized distribution, and technical support, shortening delivery cycles and reducing procurement costs. Orders from buyers in these regions increased by 49% year-on-year at the exhibition. This "hub radiation + local service" channel model is becoming a key driver for exploring emerging markets.

The designer and architect channel leverages high-end projects. As high-end projects place higher demands on the design sense and environmental performance of flooring materials, designers and architects have become important decision influencers. The concurrent cadex Design Exhibition and China Flooring Innovation Summit at DOMOTEX asia 2025 attracted more than 2,000 global designers. By showcasing the design application solutions of their products, solid wood flooring enterprises established cooperative relationships with designers, thereby entering high-end projects such as high-end residences, hotels, and public buildings. Exhibition data shows that orders for high-end projects secured through the designer channel accounted for 23%, becoming an important source of brand premium.

(2) China’s Domestic Channels

As the world’s largest consumer market for solid wood flooring, China’s domestic sales accounted for 77% in 2024. The depth and breadth of its channel layout provide stable support for industrial development and reversely empower global business through the platform effect of DOMOTEX asia.

The home furnishing mall chain channel remains the mainstay of retail. National home furnishing chain malls such as Red Star Macalline and Easyhome account for 35% of China’s solid wood flooring retail market with their comprehensive terminal networks and brand aggregation effects. Exhibitors such as Power Dekor and Tigeer Floor have set up flagship stores in shopping malls in core cities nationwide, providing integrated services including "product display + experience + installation + after-sales." Targeting the needs of Chinese consumers such as underfloor heating adaptability and environmental standards, they have launched customized products. For example, Power Dekor’s underfloor heating-specific locking solid wood flooring has a monthly sales volume of over 12,000㎡ in domestic shopping malls.

Red Star Macalline

Easyhome

The engineering channel is bound to real estate and infrastructure projects. The continuous development of China’s real estate fine decoration market has brought stable demand for solid wood flooring. Data from the 2025 exhibition shows that domestic engineering buyers accounted for 32%, with real estate developers and construction contractors as the core groups. For example, Beamy Floor has established strategic cooperation with leading real estate enterprises such as Vanke and Poly Development, providing bulk solid wood flooring supply for fine decoration residences, and the sales volume through the engineering channel accounted for 40% in 2024. In addition, government infrastructure projects (such as high-end venues and wellness centers) have also become important sources of demand. Tigeer Floor successfully won bids for multiple provincial gymnasium projects with its formaldehyde-free process and wear resistance.

The regional dealer channel penetrates the sinking market. Targeting third- and fourth-tier cities and county-level markets in China, enterprises have built localized sales networks by developing regional dealers. These dealers provide more flexible pricing and services based on their understanding of local consumption habits, such as on-site measurement and fast installation services for rural residential users, making up for the shortage of chain mall coverage. Data on domestic buyers at DOMOTEX asia 2025 shows that dealers from third- and fourth-tier cities accounted for 28%, becoming the core channel for the sinking market.

The online-offline integrated (O2O) channel is rising rapidly. The vigorous development of e-commerce in China has driven the digital transformation of solid wood flooring channels. Enterprises have set up official flagship stores on platforms such as Tmall and JD.com to realize "online drainage + offline experience and transaction." For example, the annual sales volume of Power Dekor’s Tmall flagship store exceeds 300 million yuan. Consumers can check product details and book on-site measurement online before experiencing the physical products in offline stores to complete transactions. In addition, social platforms such as Douyin and Xiaohongshu have become important venues for brand promotion and user interaction. Through short videos showing product installation effects and environmental testing processes, they attract young consumer groups. In 2025, the average year-on-year growth rate of online channel sales volume of exhibitors reached 35%.

the Globalization Prospect of Solid Wood Flooring is Broad

A series of data from DOMOTEX asia 2025 clearly shows that the core reason why solid wood flooring can continue to be the preferred choice of global buyers lies in the dual drive of environmental innovation and channel upgrading. Full-chain breakthroughs in environmental technology have enabled solid wood flooring to align with the global green development trend and break trade barriers; diversified sales models and global channel layout have accurately adapted to the needs of buyers in different markets and types, improving procurement efficiency and experience.

For global professional buyers, DOMOTEX asia is not only a procurement platform but also a core hub for integrating solid wood flooring’s environmental innovation resources and connecting efficient procurement channels. From May 27 to 29, 2026, DOMOTEX asia will return to the National Exhibition and Convention Centre (NECC) in Shanghai. It is expected that the solid wood flooring exhibition area will further expand the display scale of environmental innovation products and optimize the business matching mechanism to provide a better procurement experience for global buyers. Against the backdrop of irreversible environmental trends and continuous recovery of global trade, relying on its natural attributes and continuous innovation and upgrading, coupled with the empowerment of professional platforms such as DOMOTEX asia, the global market share of solid wood flooring is expected to continue to rise, becoming a core force for the sustainable development of the flooring industry.