In May 2012, an Italian tile brand that had set up a high-end store in the North Second Ring area closed its doors within a year of opening. Similarly, an imported sanitary ware section on the first floor of a comprehensive home goods building in the Fourth Ring Road was recently restructured, with some foreign bathroom brands quietly disappearing from the market. This trend reflects a broader shift in how imported building materials are being perceived and consumed in China.
While many consumers remain intrigued by the allure of "foreign building materials," their experiences have become more mixed. On one hand, these products are no longer seen as overpriced luxury items; instead, they’re offering more competitive pricing to attract Chinese buyers. On the other hand, some imported brands—once seen as premium choices—have struggled to maintain relevance and have been replaced or withdrawn from the market.
The growing accessibility of imported building materials has made them more mainstream for Chinese consumers. With better pricing, wider availability, and improved distribution channels, the once-exclusive "Western" products are now more affordable and accessible than ever before. However, this increased popularity has also brought to light several hidden concerns, particularly when it comes to after-sales support and long-term reliability.
Mr. Qi, a long-time buyer of imported sanitary products, recalls how expensive imported bathrooms used to be. “Three years ago, I was shocked by the price of a single imported bathroom suite, which cost tens of thousands of yuan,†he said. “At the time, my total renovation budget was only around four to five million.†Now, however, he’s noticed a significant drop in prices. A five-piece toilet set from a well-known international brand is now available for around 15,000 yuan, a fraction of what it once cost.
Guo, who has worked with imported sanitary brands for years, agrees. “Some imported sanitary products now compete directly with high-end domestic brands in terms of both quality and price,†he explained. “This is due to a few factors. First, foreign brands are increasingly focusing on the Chinese market and are tightening their pricing control to build brand loyalty. Second, many international brands have established local manufacturing facilities, which significantly reduce production and logistics costs.â€
Despite these positive developments, not all imported brands are thriving. Some, like Affiberli, an Italian leather tile brand that opened a store in Beierhuan in 2012, have struggled to survive. The store closed within a year, and the brand is now operating from a temporary office, with no plans for a new retail location. According to former marketing head Mr. Li, the brand withdrew due to high pricing and limited brand recognition, making it difficult to sell its products.
Many foreign brands are now opting for alternative strategies, such as working through designers or private networks rather than traditional retail stores. While this allows them to continue operations, it raises concerns about customer service and product guarantees. If something goes wrong after purchase, where can consumers turn for help?
After-sales service remains a major concern for imported building materials. As Snow White, director of Malachy's Snow White tiles, pointed out, installation issues often lead to problems with imported products. “Tiles themselves may be perfect, but improper installation can cause cracks, gaps, or detachment,†she explained. “Consumers should carefully evaluate the after-sales commitment of any brand before purchasing.â€
Chen Wei, COO of Creation Group, advises consumers to document all verbal promises regarding after-sales support in writing. “Many imported brands disappear without warning, so it's crucial to keep contact details of the company’s headquarters and key personnel,†he warned. “If the physical store closes, those numbers could be your only way to get support or protect your rights.â€
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