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New type of floor heating, suspicion, vigilance, advertising, gimmicks, refusal
Since November, Nanjing has slowly transitioned into winter, and home heating has become a significant focus in the decoration market. Over the past few years, underfloor heating has emerged as the primary choice in heating systems, gradually gaining popularity among many households. During my visit to this year’s Nanjing heating market, I stumbled upon an unexpected discovery. Alongside traditional water and electric heating, there were newer forms of underfloor heating such as superconducting and carbon fiber systems. Could this be the next big thing for Nanjing consumers, or will it merely be a fleeting trend in the current market?
**A Low-Profile Debut of New Heating Systems in Nanjing**
In recent years, when people think of underfloor heating, the immediate question is often "am I going with water or electric?" As localized warming gains traction, both water and electric heating have become mainstream choices for consumers.
During a recent exploration of the Nanjing heating market, I came across two new underfloor heating systems: superconducting and carbon fiber. While these products have been available in other regions, they are relatively new to Nanjing. "We didn't have a showroom before, but now we're starting to operate independently," mentioned a staff member from a Korean company.
For these newcomers in the Nanjing heating market, I took the time to understand consumer perspectives. Superconducting underfloor heating operates by using a water heater and metal pipes, with hot water circulating efficiently through the system without needing to pass through each individual pipe. At the KTS showroom in Korea, which primarily focuses on carbon fiber underfloor heating, staff explained the unique combination of mesh cloth with floor tiles and flooring. However, the heating principle behind these systems remains somewhat obscure, and their product lineup is minimal and isolated.
**Consumer Preference for Traditional Heating Products**
Given that superconducting and carbon fiber underfloor heating are relatively new entrants in Nanjing's market, most local decorators are still unfamiliar with them. Naturally, many consumers are curious about what distinguishes these products from traditional ones.
"Water-based systems work by having coils laid beneath the floor, with circulating hot water in the pipes, heating the entire floor evenly through the radiation layer. Electric heating involves embedding wires in the floor, which tends to consume more energy," explained a senior sales manager from a well-known heating brand in Nanjing. She added that consumer recognition of traditional heating methods remains quite high.
During the comparison between traditional and new heating options, I noticed the sales enthusiasm of these newer brands and their confidence in their innovative products. The head of the KTS brand personally demonstrated to me how carbon fiber heating absorbs 100% of heat using pure cotton mesh, with its 1mm thickness offering flexibility to address low-floor issues. Another leading superconducting underfloor heating brand conducted a live demonstration, showing how placing one end of a metal tube in hot water quickly transferred heat, proving its efficiency compared to conventional systems.
**Expert Advice: Don’t Fall for Marketing Tactics**
Beyond product features, pricing is another major concern for consumers. For both traditional and new underfloor heating products, I calculated the costs at the site. Based on a laying area of 50 square meters, the price per square meter for traditional water-based underfloor heating ranges from 100 to 200 yuan, excluding boilers, water separators, and control systems. Traditional electric heating costs between 150 and 300 yuan per square meter, not including leveling expenses. Carbon fiber underfloor heating is approximately 230 yuan per square meter, requiring a separate temperature controller. Superconducting underfloor heating is priced as high as 320 yuan per square meter.
Observant consumers might notice that, excluding auxiliary materials, the base cost of new underfloor heating systems is slightly higher than traditional ones. Without a clear price advantage, how do these systems sustain themselves in the market? Brands like KTS and K&C remain optimistic. "We are confident that our products will impress the majority of Nanjing consumers."
When discussing the current state and future prospects of these new underfloor heating products, I reached out to industry veterans in Nanjing. They noted that traditional water and electric heating systems have a history spanning 50 to 60 years, something that newer systems cannot match. "While some product principles might sound promising, reliability isn’t always guaranteed. Long-term testing and usage are necessary to validate them." For consumers seeking heating solutions, they recommended focusing on the product's application range, years of market presence, and relevant safety inspection reports to avoid falling prey to flashy marketing tactics.