The doors and windows industry has changed from the "cold steamed bread" to the "fragrant steamed bread" at the early stage of development, attracting more and more enterprises to join. However, in order to capture market share as soon as possible, many enterprises are too urgent to make products. In response, some experts believe that under the impact of social reform and economic transformation, the development of doors and windows industry has entered a relatively slow period.
Overcapacity in doors and windows industry and increasing market competition
In the past twenty or thirty years, China's construction industry has been booming, and the output of doors and windows has been increasing. According to the incomplete statistics of relevant industry organizations, the production of aluminum alloy doors and windows in China is developing at a rate of 40 million square meters per year, and the growth rate of the capacity of the wooden doors is not low. China has become a real big country for door and window production. Many foreign enterprises have also seen the huge development space of China, and want to share a cup of cake.
However, domestic consumption demand is increasing synchronously, but it is far behind the growth rate of industrial output. In recent years, from the reaction of the big stores and doors and windows enterprises, the sales of products can not be opened. Although the market of doors and windows has a warm trend in the second half of 2016, it can not completely solve the problem of overcapacity in the market. Coupled with the impact of the property market restriction policy, the promotion of real estate to downstream doors and windows industry is not obvious. Therefore, the current doors and windows industry has been in a relative "market saturation" state. Overcapacity has become an unavoidable problem for the industry, and industry competition is increasing.
The reasons for the productivity process are: lack of innovation in technology, and weakness in brand building in the two place.
For the overcapacity, many doors and windows enterprises have no way to do it. It is a transition period that the market development process will experience. It is difficult for enterprises to change the market situation, so it is the best solution to change the market. There are also individual doors and windows enterprises with strong initiative, in-depth analysis of the reasons for overcapacity in the market, adjustment of development strategies and counter trend growth. Among them, the ten major brands of windows and doors, Chen FA, said that overcapacity is directly related to product homogenization besides supply exceeding demand.
Yi Fa doors and windows Chen general analysis, product homogenization is severe, market sales are not good, production capacity is easy to excess. There are two main reasons for product homogenization. One is the lack of innovation in technology, and the other is the weak brand building. Two. As for the former, no matter which industry has this problem, the overall innovation power of China's industry is insufficient. The latter is the soft rib of the door and window industry, the customer group facing the door and window is scattered, and it is generally expressed as rational purchase and group decision. Therefore, the entrepreneurs of the industry believe in the physical value, ignore the intangible value, especially the perceptual value represented by the brand, and have long relied on the promotion of sales in marketing too much. Building awareness is weak, brand management departments are marginalized.
In fact, the moderate excess capacity is of positive significance to the industrial transformation and upgrading. The elimination of backward enterprises and the formation of new market competition after structural adjustment are conducive to the formation of a healthy mechanism for the survival of the fittest. Yi Fa doors and windows Chen general believes that the doors and windows enterprises should face the problem of overcapacity and prescribe the right medicine so as to avoid being eliminated by the market.In fact, the moderate excess capacity is of positive significance to the industrial transformation and upgrading. The elimination of backward enterprises and the formation of new market competition after structural adjustment are conducive to the formation of a healthy mechanism for the survival of the fittest. We believe that doors and windows enterprises should face the problem of overcapacity and prescribe the right medicine so as to avoid being eliminated by the market.