Study case

Ecoresinas, the manufacturer of innovative floor coverings

The company ECORESINAS SLNE manufactures resins and microcements for floor and wall coverings. Ecoresinas decides to export its floor coverings to France in order to grow and diversify its commercial risk. The company has 4 types of products and a flagship product.

Project objectives

There are two self-levelling floor covering products, level colour and TRP, another Epoxy floor covering called Stone Color and a last product called Micro-cement polyurethane.

The star product is called Microquartz and is a combination of Epoxy and polyurethane floor coating that allows for natural, resistant and easy-to-apply floor finishes.

EcoResinas has very adequate marketing support: responsive website, Youtube, well-defined graphic identity, social and professional networks (Facebook, linkedin), and online catalogue. The company wants to export its floor coverings to France because it is a very popular market for innovation in this type of floor covering.

With all this in mind, Ecoresinas wants to give a boost to its export department and enter the French market,buscando distribuidores y agentes comerciales dentro del sector de la construcción.

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Market study: the biggest competition to Ecoresins’ products in France

  • The difficulty of the Ecoresinas project is that there is a very similar product, often used in France: beton ciré. They have been using Beton Ciré for many years and therefore know very well what kind of product it is and what the negative and positive points are.
  • This product is widely used to obtain a natural finish, which is exactly the aim of the coatings offered by Ecoresinas.
  • Beton ciré has been used in France for many years and has many suppliers, companies in the sector that have developed well-established networks thanks to the time they have been working in the field. However, beton ciré is more expensive and more difficult to apply.
  • Moreover, in France, there is a difference compared to Spain. Many of the products sold to the large distributors of coatings are products that have to be referenced by them; this is a very important part of the process to enter and manage to implement the product in the French market in the long term.

Floor coverings in France

In France, floor coverings are an important part of interior design and construction, thus benefiting Ecoresinas and there are a wide variety of options available. The most common are:

  • Parquet: This is one of the most popular floor coverings in France. It consists of wooden floors that can be of different types, such as oak, beech or cherry. Parquet can be in plank form or in more elaborate patterns, such as herringbone.
  • Ceramic tiles: Widely used in kitchens and bathrooms, ceramic tiles are durable and easy to clean. They come in a wide range of colours and designs, allowing for great customisation.
  • Vinyl: This material has gained popularity for its versatility and ease of maintenance. Vinyl floors can mimic the look of wood or stone and are ideal for high traffic areas.
  • Laminate: Similar to parquet, but more affordable, laminate is a popular choice that offers the look of wood without the cost. It is stain resistant and easy to install.
  • Natural stone: Materials such as marble, granite or slate are chosen for their elegance and durability. These floors are ideal for creating a sophisticated ambience, although they may require more maintenance.
  • Carpeting: Although less common in high traffic areas, carpeting is used in bedrooms and living rooms for its comfort and warmth. It comes in a variety of colours and textures.
  • Resin flooring: This type of flooring is modern and is often used in commercial and contemporary spaces. The resin is applied in one layer and can be customised in terms of colour and finish.
  • Hydraulic tiles: These decorative tiles, which are back in fashion, are ideal for giving a vintage or artistic touch to spaces. They are often used in kitchens and bathrooms.

Commercial floor covering agents that might interest Ecoresinas

There are many multi-portfolio sales agents within the sector, thanks to which we can create a rich database for our client Ecoresinas.

They are all very interested in learning more about Ecoresinas’ coatings. The company is a very small company and therefore has to decide to limit the number of sales agents it can manage.

This is why Ecoresinas finally chose 3 of the agents presented to cover most of France.

We wish you every success in your new adventure of exporting floor coverings to France.

Related services

Export
Manager

Recruitment of export professionals

Cupones ACCIÓ for the export initiation

Accompaniment to exhibitions

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