How does a wooden door company respond to market changes?

Foreign-funded wooden door companies have entered the Chinese mainland, and export-oriented wooden door companies have begun to expand the domestic market and the venture capital industry has increased support for large companies, which has increased the risk of survival of wooden door companies.

The changes in the property market have also affected the development of the wooden door industry to some extent. This year the entire property market has seen a rise in volume and price, but the soaring price of real estate has been accompanied by a corresponding suppression of consumer demand. For the building materials industry, there may be a lag of six months to a year relative to the real estate market. However, changes in the real estate market will still be transmitted to the wooden door industry. In the past three years, with the development of the real estate industry, wood doors have grown rapidly at an average annual double-digit rate. With the acceleration of the rural process, rural housing construction has also become a hot spot, which means that the door industry market will gradually develop from the first-tier cities to the second- or third-tier or even the rural areas. Take the following set of data as an example, it can be clearly seen that the rural market Advantage.

According to the distribution of doors and windows, aluminum doors and windows (curtain walls) account for 50% of the country's total; plastic doors and windows account for 30%; the remaining market share, wooden doors, steel doors, measurement and control doors, etc. account for about the entire amount of possession of the door About 20%. There are about 15,000 Chinese door and window manufacturers. According to the statistics of the wood distribution committee of the Wood Distribution Association, the consumption of wooden doors last year was about 300 billion yuan; according to the statistics of the Ministry of Construction, it was more than 700 million. In other words, today's wooden door market share is only half, the future development of wooden doors at least 50% of the space. However, at present, although the entire wooden door market has gone through so many years, it is still relatively basic. From the low entry threshold for enterprises to the explosive growth of the number of companies, the wooden door industry has not really entered a relatively stable and standardized industry. The market competition situation is still a disorderly situation with a group of hegemony.

Whether it is a financial crisis or the adjustment of the market's own cycle, as long as the megatrend of market development, targeted consumer groups, and wooden doors that are accurately positioned on their own assessments are able to maintain long-term competitiveness.

For the wooden door industry, to cope with the changes in the market, we must start from the practice of internal strength:

One of the coping strategies: improve product power

Keywords: Differentiated design

Differentiated marketing of products is a constant key to success. Now, one of the key issues for the wooden door industry is the serious lack of self-development and innovation of products. Whoever can grasp the “upland” of product upgrades will be able to lead the way and become the industry leader. Enterprises without product development are always the followers of the market, and it is difficult to make great achievements. In 2009, where the design of wooden doors went, we further studied the overall development trend of the home industry.

1. Research and grasp of product styles and fashion trends. The author believes that the design of wooden doors should be the same as the product design of other industries, and the combination of aesthetics and aesthetics should follow the concept of “wooden door aesthetics”. The combination of the subtleties of the product's visual and psychological subtleties with the product's functionality and form is perfect. Fashion experts predict the popular style of 2009 for everyone to learn from, mainly French romance, modern fashion, European palace, American pastoral, elegant white and black, neo-classical, post-luxury, Southeast Asian style, Persian atmosphere, futuristic and so on.

2. The comprehensive utilization of new building materials and the outstanding innovation of wooden doors. The supporting use of new materials is a shortcut for wooden door design, such as new craft glass, new board, special handles, supporting hardware, sealing strips, artistic locks, creative paint effects, and so on, especially for hardware fittings in the design of wooden doors. It occupies a very important position. Some articles said that "its status can be compared with the role of the engine in the automobile industry and the role of the CPU in the computer industry."

3. Diversified product line development. Such as high-end solid wood doors, mid-range solid wood composite doors, low-grade plywood doors, and staircase handrails were comprehensively launched to broaden the road for enterprises, and also expanded the profit sources for dealers, reducing the risk of dealers living in economic crisis.

Of course, all of the above, product quality is the most basic, no quality design is lifeless. In addition, unique and innovative designs and inventions must apply for patents and use intellectual property laws to prevent other companies from squeezing their own proprietary knowledge to prevent them from being imitated and squeeze themselves out of the market. Although the wood door industry imitates serious, the trend will gradually favor the protection of intellectual property rights.

The City's Strategy II: Improve Marketing Force

Keywords: quality, brand

Quality is the prerequisite for survival. Brand is the guarantee for the survival of the company. After experiencing low-level commercial warfare methods such as product warfare, concept warfare, price warfare, and advertising warfare, enterprises will eventually enter the high-level commercial warfare stage—brand warfare. Therefore, the brand battle is known as the "last business war." Any wood company that wants to win in the brand strategy must pay attention to brand development. In 2009, it will be the most fierce year for wooden door marketing competition. Only by adopting a wise and pragmatic strategy in marketing and continuous innovation will it be possible to impress consumers, achieve good results, and establish their own brand image.

At present, the marketing level of China's wooden doors is still in its infancy, and innovation in marketing has just begun to imitate and explore.

1. Form a strategic sales alliance to expand brand tension

Nowadays, the popular brand alliances, such as the Eight Members, look for a famous brand in each category. Everyone unites, promotes together, and does marketing together. It is definitely a 1+1 effect greater than 2. For a wooden door company, it is also possible to combine some brand enterprises in the building materials field to form a local brand alliance.

2. Vigorously develop network marketing

Internet marketing has a wide range, fast speed and low cost. Any company is not limited by its own scale, and it can obtain information on an equal footing and display its advantages equally. It can enable small businesses to rapidly increase their popularity. Online e-marketing is a unique "sniper weapon" for small and medium enterprises. Every ordinary consumer is actively looking for "micro-measures" to cope with the financial crisis. Turning more consumer demand to the Internet has become a choice for many people. Online shopping also usher in the best opportunities for development. Small and medium-sized wooden door companies must grasp Live this opportunity. The success of TATA wooden doors in network marketing is obvious to all.

3, channel innovation

At present, the property of the home building materials industry has also evolved from the past edge building materials industry to furniture (residential), fashion, and cultural industries. In addition to the decoration of the city, home city brand stores, direct sales stores, the general building materials market, real estate companies, Decoration companies, sales offices, model houses, group purchases, home appliance stores, furniture stores, general supermarkets and other channels can all be considered as targets for market development. In addition, the country’s 4 trillion yuan investment in affordable housing projects, as well as reconstruction projects in Sichuan earthquake-stricken areas, is the gospel of middle-to-low-grade wooden doors, especially the various paint-free doors, steel doors, and low-grade solid wood composite doors to seize this opportunity.” To the third and fourth markets to go!" After 2010, the country will surely issue relevant policies to implement the full-decoration policy, which will be in line with the developed countries. This is the second largest gospel for engineering wood doors.

For any industry, changes in competition and pattern are unavoidable. The only thing that remains unchanged is change. Therefore, companies that are in competition can only look at the market and microscopically themselves to be invincible.