In the next two years, the door and window industry will face a difficult transition

At present, China's profile industry is facing tough choices. Enterprises should shift from simple price competition to technological competition as soon as possible, from the blind expansion of scale to the pursuit of profitability.

status quo:

The shortage of technical talents The investment in technical R&D expenditures and the number of technicians in China's profiles and doors and windows are far below the level of leading companies in the world. The neglect of technology and the lack of technical personnel have become an important factor restricting the development of doors and windows enterprises.

Market oversupply exceeds demand in our profile market. The annual production capacity of the profile industry exceeds 3 million tons, while the annual production capacity of doors and windows exceeds 300 million square meters, and the production capacity is still undergoing a new round of expansion.

Low-level price war Under the condition of excessive competition, low-level price wars to reduce product quality are flooded with domestic profile markets, while technological innovation and new technology applications are ignored by many domestic companies. At the same time, foreign companies are entering more domestic blank markets through customized products and expansion of distribution channels. Domestic profile companies can be said to be enemies.

Profits lower the share of windows and doors in the future window and door market will increase. Many companies have blindly expanded due to the lack of rational control on the scale of production. In the situation where the homogeneity of products on the market is relatively obvious, the products of doors and windows have also entered the ranks of meager profits.

In the face of upstream raw material price increases and downstream real estate developers squeezing profits, although some small and medium-sized enterprises have relatively complete product quality technology and processing equipment, they have to face the severe situation in which their survival conditions are severe. Door and window companies are basically the same in the use of manufacturing equipment, leading to a clear tendency toward homogeneous products among companies.

Strategy:

Market differentiation experts pointed out that the future development of plastic profile door and window technology should closely focus on market differentiation strategy and provide targeted products for different market demands. According to a survey conducted by Lin Hui Wood Products Market, more than 40% of consumers expressed their willingness to purchase doors and windows that can be organically matched with home decoration tints.

Do not play a technical advantage better than anyone else, and should be better than anyone else. Corporate competition should form a virtuous cycle. Do not make the price war the only form of competition. The immediate interests cannot be exchanged for long-term development. Improve the technical level and improve the production accuracy is the most important issue for the door and window companies.

With the development of the door and window industry, the competition among the industry is not only focused on the product price or the product itself. The competition in the door and window industry has gradually shifted to the added value of products, and the most direct value of the added value is reflected in the door and window products. The design, innovation and cultural connotation. The realization of all this requires door companies to have strong R&D and innovation capabilities. Of course, it is necessary to establish an innovative team, of which the most important one is talent.