China's door and window market is in a mystery

The beautiful numbers on the surface cannot cover the embarrassing situation of the development of China's door industry: a chaotic competitive pattern, a fierce price war, and a conflict between the growing demand of consumers and the existing market pattern. This situation has already seriously jeopardized the interests of each door industry practitioner. If it fails to improve in time, the current outlook for the Chinese industry is worrying.

Under the current turmoil in the weak regulatory market, there are more than 10,000 small and large door manufacturers across the country, producing more than 80 million baht each year. Numerous manufacturers and a large number of products have intensified market competition. In the face of fierce competition, some manufacturers and distributors responded with simple and crude price wars. The chaotic price war has led to a decline in industry profits, which has seriously hampered the healthy development of the industry. The decline in profits made new product research and development impetus insufficient, resulting in serious plagiarism in the market products, and the product form was a dead water. In addition, some manufacturers do not hesitate to shoddy in order to save costs, use unqualified raw materials to deceive consumers, postpone three post-sales service, ignoring consumer interests. The result of this has led to confusion in the sales terminal: dealers are constantly accepting consumer complaints but are unable to solve them, and consumers are constantly complaining without getting results. The lack of supervision has made the chaos in the market intensify, and continues to crack down on the confidence of each practitioner.

The conflict between supply and demand in the market is prominent. For dealers and enterprises, the needs of consumers are business opportunities and profits. On the one hand, with the improvement of living standards, the consumption of ordinary people has also been raised from pure material satisfaction to spiritual satisfaction. Consumers buy a door, not only the quality of the requirements, but also required to buy the door enough grades, grades. Consumers want to buy high-end brand doors that can demonstrate their status and status. However, they carefully observe the existing market. Purely high-end doors and windows brands are barely available. On the other hand, the terminal sales model of the door industry has also caused consumers to agonize. Security rules such as security doors and wooden doors are inconvenient for consumers to purchase. Modern home decoration, generally need to buy several kinds of doors, consumers often have to deal with the "East City to buy wooden doors, the West City to buy Tongmen" go west to help the situation. Faced with the contradictory situation of supply and demand asymmetry, in the face of huge business opportunities in close proximity, how can companies and distributors find an effective profit model to break the deadlock?

The door and window market is in a mystery. How do you stand out? The author believes that branding, high-end, and intensification will be inevitable trends in the development of the door industry. The trend of the times, Shunchang's defeat, and changes in response to trends are the effective ways to expand profit margins. This kind of change has already begun to appear in the development of the industry, many companies have begun to take corresponding measures, the following author to the more active Zhejiang Yadi music as an example to analyze.

The future of the door industry market must be a brand of competitive brands is a collection of consumers and products and integrated corporate image, requiring companies not only to clear their own positioning and marketing communications strategy, but also must improve product quality, after-sales service and other aspects. After more than ten years of hard work, Yadi Music's product quality and after-sales service have established a good reputation among distributors and consumers. In order to create the Yadi music brand, Yadi Music conducted a series of operations in 2010. In terms of brand positioning, Yadi-Lok signed a well-known planning team as a corporate brand construction consultant and decided to locate its first brand in China's high-end doors in combination with its own advantages. In marketing communications, Yadi-Leo invited Hong Kong star Zheng Shaoqiu to speak as an endorser while spending heavily on CCTV. And well-known magazines and other advertising; their own image, the replacement of the new VIS and CIS systems, establish their own stores, so that their own images more clearly and unified; products and services, established a more comprehensive product testing and after-sales service standards , The pursuit of excellence.