In the next few years, the wooden door industry will enter the adjustment period. Xiao Bian interviewed several wood door dealers. They generally believe that in the next few years, the wooden door market will have the following major development trends.

Market demand: steady increase

In recent years, the impact of the construction industry on China’s national economy has been increasing. Although the state has introduced a series of restrictions on purchases and loans, it has also increased a large number of affordable housing. It is reported that in 2012, the total number of affordable housing starts in China was 7 million units, and the total amount of affordable housing completed during the year was 4 million units. The massive construction of affordable housing will drive the growth of rigid demand across the entire window and door market. The trend of refined civilian life will emerge.

The owners of affordable housing will be more rational when purchasing home building materials, and their preferences will affect the future development of the wooden door market. The massive construction of affordable housing will greatly change people’s perceptions. The purpose of buying a house is changed from investment or speculation to living; the concept of consumption has changed from the pursuit of famous brands and famous brands to the pursuit of personality and taste. Especially the younger generation, their knowledge and cultural level are relatively high, and they pay more attention to quality, environmental protection and style. The younger generation will become the main force in the consumption of home building materials.

In the next few years, the wooden door industry will enter the adjustment period

According to the person in charge of the market at Chi Chi Wood, there is still much room for development in the wooden door market in the next few years. What the company needs to do is to segment the market and develop marketable wooden door products.

Profit model: Multi-category operation creates profit points

In recent years, solid wood composite doors and solid wood doors have maintained a market share of over 65% in the interior door market. However, due to the impact of energy crisis in some countries, the prices of raw materials such as wood are continuously increasing, affecting the production of wooden doors. Some enterprises began to search for new alternative raw materials in order to reduce production costs. Plastic material door and other new material door products seized some market share.

With the thinning of profits and lower market share, a single product structure has been unable to meet market demand. Under the new situation, wooden door companies need to adjust product structure, implement multi-category operations, and increase profit points. If companies can use wood processing experience, research and development of new products, take the road to the overall home.

Business philosophy: "green" and "low carbon" dominate

With the improvement of people's living standards, green consumption has become a mainstream consumer concept. Affected by events such as “melamine-tainted milk powder”, consumers’ concern for health has risen sharply. People began to advocate "green" and "low-carbon" lifestyles. The formaldehyde content of wooden door products has always been the concern of consumers. Environmental protection wooden doors will become the development trend of the wooden door industry.

Many wooden door companies began to pay attention to the environmental performance of their products. They continuously improve the production process, introduce advanced production equipment, and produce many more environmentally friendly wooden door products. For example, a wooden door company in Shenzhen used an imported water-based paint extracted from pure plants for painting, which was more green and environmentally friendly and attracted many consumers. Wooden door companies only work hard on the environmental performance of their products to win more praise from consumers.

Product Buying Point: Differentiated Marketing Creates Bright Spots

Due to a variety of factors, no wooden door product can meet the needs of all consumers at the same time.

Even the first-line brands in the wooden door industry such as TATA and Guanniu Wooden Door can only meet the needs of some consumers. These first-line wooden door companies have succeeded in developing targeted products after identifying the target customer groups. In the fierce competition today, companies need to conduct differentiated marketing if they want to survive. To create bright spots for products and capture the part of consumers that belong to them, companies can grow from small to strong and weak and strong.