In front of the storm, the Chinese wooden door industry, which cannot be left alone, is undergoing this unusual baptism. Whether you are in a hurry or you are already ready to go.
It's too early to say "big shuffling"
The international financial turmoil has roared. Some consulting organizations believe that with the difficulties of the real estate industry, the small and medium-sized wooden doors enterprises with feathers will be in trouble, and the wooden door industry in China will have a similar difficult position in the furniture industry. The layoffs and breakage of the capital chain will make it possible for small batches of small businesses to close down or go bankrupt, creating a “big reshuffleâ€. This kind of "big shuffle" theory, although extenuating, may have unsatisfactory results. According to analysis of the industry and people in the industry generally believe that it is too early to say “big shuffleâ€.
Judging from the progress of China’s urbanization and the relatively short time taken by the industry, the wooden door industry in China is still in a period of vigorous development. The image is still juvenile and full of brilliance.
China's wooden door industry is still in a vigorous development period
China's wooden door industry is just a rising industry following the ancient characteristics. On June 15, 2004, the China Timber Distribution Association's wooden door professional committee was formally established with the approval of the Ministry of Civil Affairs and opened the first page of this emerging industry. In real time, the wooden door industry is still in its infancy. The total output value is still less than 20 billion yuan. Subsequently, it grows at a rapid rate of 25% to 40% each year.
It should be said that the development of the emerging wooden door industry in China benefits from the reform and opening up and the improvement of people’s living standards. It is also inextricably linked with the rapid development of real estate. Nowadays, the real estate industry is very variable and our wooden door industry cannot be affected. However, considering the progress of China’s urbanization and the relatively short time taken to start the industry, the wooden door industry in China is still in a period of vigorous development. The image is still juvenile and full of brilliance.
The degree of standardization of wooden doors is still in its infancy
The wooden door, that is, the finished product package door and the volume entered the market of our country less than ten years. This product is different from the traditional wooden doors and semi-mechanized production of semi-finished (not surface treatment, site assembly) wooden doors and windows. Therefore, establish a set of standardized systems that are compatible with it. In terms of products, the industry standard WB? T1024-2006 "Wooden Door" was implemented on August 1, 2006. The national environmental protection standard "wooden door and steel door" is about to be implemented. The industry standard "Wooden door installation specification" and "Wooden door repair, replacement, and return specification" are still pending approval. To a large extent, customization of products still occupies a large proportion. As far as the standardization of wooden doors enterprises is concerned, the degree of standardization work is low, and standardized production of parts only begins in some leading companies. As standardization is still in its infancy, the scale of influence will be expanded rapidly to avoid the problem of “uneconomical scaleâ€.
SMEs Build Beautiful Starry Spaces
Due to China's vast territory and many ethnic groups, coupled with the imbalance of economic development and income, the personalized demand of the wooden door market is particularly significant, providing a golden opportunity for product differentiation and business diversification. Although after five years of building, the leading brands represented by the top 30 wood doors are shining, they are still in the early stage of the brand. In terms of market share, no one door company can account for 2% of the market. The market concentration is very low, which not only provides new companies with opportunities to catch up, but also creates a very attractive development space for current SMEs. In order to improve the automation level of mechanization and break through the process bottlenecks, we need to explore their advantages. Together to create a beautiful starry sky.
It is true that the "shuffle" is carried out every day. The survival of the fittest will take place in the rectification industry. However, as far as the wooden door industry is concerned, "big reshuffling" is still a long time away. "Eagle strikes the sky, fish is shallow, and tens of thousands of frost days are free." Choose your target and work hard!
"Turn around" and "Extend"
The financial turmoil that originated in the United States has a great impact on China’s export trade. The largest country in China’s exports of wooden doors is the United States, which accounts for 30% of total exports. As a result of the storm, export-oriented wooden door manufacturers have encountered great difficulties. As industry associations have always been advocating that export companies must fight at the foreign trade market while paying attention to the domestic market, many export-oriented enterprises have “turned gorgeously†in a short period of time. For example, Dalian Shengyou Door Industry Co., Ltd. participated in the Shanghai Expo in the autumn of 2008, attracted domestic distributors, and became one of the “Top 30 National Wooden Doors†to accelerate the development of the domestic market. The domestic market has great potential. While export companies are developing new foreign markets, it is wise to turn to enter the domestic market. The proportion of our wooden doors exports is very small, accounting for about 8%. The highest annual export value was only US$554 million. In 2008, affected by the financial turmoil, the value of exports fell for the first time and fell by 2.6% year-on-year. It is optimistic that the export value of wooden doors will likely be between US$600 million and US$600 million each year. Stabilizing external demand, boosting the confidence of export enterprises of wooden doors and enhancing export competitiveness, export taxation policies are city boosters, and the necessity of raising the tax rebate rate for wooden doors reasonably should arouse the attention of all government departments. While supporting various types of ownership enterprises to “go global†to drive exports, we need more guidance and escort from the government. A reasonable increase in the export tax rebate rate of wooden doors will be one of the positive measures for stabilizing exports and promoting employment.
"Extension" is the initiative of the wooden door industry to meet the global financial crisis and expand domestic demand. "Extension" covers two aspects, namely product extension and market extension. In the wooden door products, it is necessary to increase efforts to develop high-end doors, but also to work harder to develop affordable Huimenmen that meet the needs of the rural market, and extend the products that are mainly medium-priced. Combined with the trend of renovation and integration, the product will be extended horizontally to stairs, hanging boards, cabinets, and floors. Market extension will expand the channel from the primary market to the secondary and tertiary markets, even to the townships, and maximize the expansion of the finished door market into the history. Based on its own characteristics, the wooden door companies have built on the basis of consolidating the existing channels and based on the established customer base, and have managed to “stretch†and create a new situation of good and fast development. Guangdong Runcheng Chuangzhan, Beijing Hexun, and Huahe Group have developed noble and elegant new product lines based on scientific and technological strengths and talent advantages, and are highly favored by high-end consumers. The Chongqing Star and Shanxi Taiheng have stepped up efforts to develop the western market and extend their channels. Chongqing Star has launched new products such as “Residence†and “Gorgeous†that are suitable for post-disaster reconstruction in a timely manner. At the dealers’ conference in February, orders were reached. 500 million yuan to achieve a good start. Tay Heng, which has been hailed as “dark horse†by the industry, has been very effective in marketing promotion in Shaanxi, Gansu and Ningxia. The multi-series differential marketing has spawned a hot market. Created from the needs of the front line, Heilongjiang Sanhe and Dalian Kaifeng extended the product range horizontally, achieving both "derived profit" and pioneering products for the market.
Due to the impact of the large environment, many export companies are also paying attention to the domestic market when fighting foreign trade markets. Many export-oriented enterprises have “turned gorgeously†for a short time, but they still need to continue their efforts to win the domestic market.
"Core" and "Innovation"
"Hugging and warming up" is a phrase we often say in response to the international financial turmoil. In fact, cooperation is an instinct for human beings. Humans do not need to cooperate with others when they need help. When it comes to the "core," although from a variety of perspectives, it may involve "nuclear, harmony, and co-operation." "Harmony" is the unique thought of the Chinese nation, the highest realm and wisdom of Chinese culture, and it can also be Understanding is the core. Enhancing cohesion is crucial to building a harmonious society and healthy development of the industry. At the time when the national organization of the wooden door industry was established five years ago, the wooden door entrepreneurs realized that at the right time when the wooden door industry had just emerged, we together put together a suitable business that would benefit the healthy growth of the industry. That is to seek common development, remit the interests and opinions of all parties, and reasonably meet everyone's interests and requirements. The wooden door professional committee with the core of “National Top 30 Wood Door Enterprises†brought together nearly 500 member companies to create a new situation and achieve new results in response to storm baptism. The stormy history made us clearly realize: "Breakthrough products and services are the core of the brand strategy of the wooden door industry." Five years of successful "national market project wooden door product quality and after-sales service dual commitment activities", the spring breeze from the Great Hall of the People Throughout the country, the “Top 30 Doors†response in the minds of consumers has been increasing year by year. Drills and engineering sculls have been picked up in dealers. The brand-name mall has evoked the repercussions of brand-name products and has received unanimous praise from all walks of life. Leading companies, in the form of honesty and integrity, publicly promise breakthrough products and services to the public, agree on rules, and espouse collective oaths. The essence of this is the responsible industry self-regulation of high-level collective brands.
The practice of faithfulness and the conscientious leadership of industry associations will inevitably lead to positive and reasonable expectations in the future. Together, they will build competitive advantage to gain greater market space. In the act of corporate social responsibility, corporate social opportunities will arise. In 2009, the newly-added “National 10 Model Brands for Wooden Doors and Double Commitment Companies†aims to explain the exemplary role of the 30 top companies in collective commitment to consumer commitments or promised terms. It is a national wooden door that continuously respects consumers from the bones. "Strong corporate" manifests itself in a large collective competitive advantage. The combination of strengths and advantages has created the “top 30 national wooden doors†advantage group, and the task of continuously strengthening the components in the dominant groups is a long way to go. To build the core competitiveness of China's wooden door industry requires continuous exploration and perseverance.
For the growing wooden door industry, innovation is more precious. To meet the storm, innovation will increase the momentum for the development of the industry. In recent years, leading companies such as Chongqing Star and Zibo Wanjiayuan have achieved outstanding results in product innovation and management innovation and provided us with better experience. Experience shows that where is the driving force behind product development? Where is the focus of corporate innovation? Use users instead of technology as the driving force for product development! The wooden door enterprise should integrate the new product development program with the user as the center. Consumers support companies that have the same or matching personal values ​​with them and create products that are accepted by most consumers in the market. This is the gateway to new doors. Innovation management, such as the exploration of refined management in the wooden door industry, should not be neglected to increase the cost-effectiveness of products and vigorously develop a brand strategy that combines products and services and company structure.
Baptism motivates the will, transforms and enhances ability, innovation leads development. Regarding the impact of the global financial turmoil, we would rather think of the difficulties more, even consider their follow-up time longer, and make our preparations more adequate. With the strength to give it a go, the upgrade of wooden doors is a long way to go.