Improve the brand influence and become the key to the development of domestic wooden door industry

In recent years, domestic wooden doors have been growing rapidly at an average annual double-digit rate along with the development of the domestic real estate industry, and the export situation of products has been gratifying. However, the market awareness of famous and high-quality products is low, and the profitability to participate in international market competition at a low price is weakening. Therefore, the sound development of domestic wooden doors has been tested. Therefore, through the independent innovation, advanced technology and good marketing methods to improve the brand influence of domestic wooden doors has become the key to the development of the industry.

The emergence of branded products It is understood that the enterprises engaged in the production of wooden doors in the Pearl River Delta, the Yangtze River Delta, the three northeastern provinces, the Bohai Rim region, and the southwestern region have been increasing, and some powerful companies have continuously expanded their production scale and added production equipment. At the same time, with the increasing consumer demand for quality and style of wooden doors, some brand product manufacturers have begun to emerge in the market, and gradually recognized by consumers. Such as Beijing Hao Weiye Door and Window Co., Ltd., Beijing Hehe Construction Complete Woodworking System Co., Ltd., Guangdong Runcheng Chuangzhan Wood Industry Co., Ltd., etc.

Faced with Bottlenecks in Development and Promotion of Brand Influence The key industry insiders who have developed the domestic wooden door industry are cheering for the prospects of the wood industry. They also agree that domestic wooden doors are also facing some bottlenecks that need to be overcome while achieving significant development and progress.

First of all, the strong demand in the domestic market has driven the rapid growth of production companies. This has led to a smaller scale of production, a low degree of mechanization, lack of senior production and marketing personnel, and a large number of brands, and the quality of products is uneven. Not high, the competitive advantages of branded products in the market are not fully manifested, and even the profits of large-scale enterprises producing good-quality and affordable brand products are not as good as those of small enterprises.

At present, China needs several hundred million square meters of wooden doors annually, which is equivalent to the annual demand of the entire European market. Based on this, there are as many as tens of thousands of companies and brands engaged in the production of wooden doors. Among them, there are nearly 2,000 in Beijing alone.

Secondly, in the development of the international market, the export of domestic wooden doors is mainly based on processing trade. The price of the products is low and there is no brand advantage. With the reduction and elimination of the export tax rebate rate for wood products, new trade barriers such as anti-dumping, intellectual property protection, and technical standards have been increasing in the international market, which has led to a rapid export of domestic wooden doors to take advantage of price advantage to seize the development model of the international market. Encountered unprecedented challenges.

How to develop domestic wooden doors?

Establishing a brand to take the road of brand development, especially continuously improving the market share, visibility and influence of brand products is the only way. A wooden door company interviewed by Xiaozheng.com, said that at present, there are certain well-known wooden door brands in the industry that are not recognized by consumers. There are two main reasons: First, consumers are not very strong in brand awareness on wooden doors. The second is that wooden door manufacturers are relatively weak in marketing methods and promotion.

In recent years, especially in the past two or three years, the Association’s Special Committee on Wood Doors has done a lot of training and guidance work in order to guide the development of domestically-made wooden doors. Such as the introduction of the industry's top 30 companies, and organized publicity; held in Beijing, China International Wood Door Expo, for enterprises to carry out technical exchanges, marketing, branding, etc. to build a platform to build the platform; held the industry brand strategy development summit forum.

In the past one or two years of independent innovation, the domestic wooden door industry has appeared signs of reshuffling. Some small-scale wooden door manufacturing enterprises, due to poor management and management, have failed to increase their output, have unstable quality, and their market share has gradually shrunk into large brands. Processing, the status of big fish eating small fish has begun to emerge. Therefore, the wooden door companies need to improve their brand influence and market share through independent innovation, advanced technology and good marketing methods to achieve sustainable development.