The "strange" status of the wooden door industry market

Although it has been 5 months, but in the 60,000 square meters exhibition area, more than 300 wooden doors brand with the latest products and processes, to show the charm of many of the audience to the scene is unprecedented. In this crowded exhibition hall, you can admire the display of brands. The reporters have emerged from a big industry that reached 60 billion yuan in 2009. Such a big cake is being divided by more than 5,000 companies in a frenzy, presenting the three "monsters" of the wooden door industry.

The strange one: large demand, small scale

The work report of the association published by Zhang Guolin, chairman of the China National Timber and Wood Products Distribution Association’s wooden door professional committee, pointed out that in 2009 the output value of the wooden door industry reached 60 billion yuan.

The 600 billion yuan is not a small number and it is an astronomical figure. However, another data provided by Zhang Guolin is: China currently has more than 5,000 wooden door companies, large and small. More than 5,000 companies divided up 60 billion yuan, an average of only 12 million yuan! Behind the elephant in the industry, is a "bone" company. The industry is in great demand, and the company is generally small-scaled. This is the first “strange elephant” in the wooden door industry.

The strange situation under the big industry of wooden doors

There are nearly a million sets of furniture companies with an annual output, and the floor companies are not paying attention to the output of 1.8 million square meters a year. Compared to the wooden door industry, leading companies can sell 200,000 units a year, which is considered “very impressive”. The output value is between two and three hundred million yuan, which is the "big business". Most wooden doors enterprises still remain at an annual output of 20,000-50,000 sets, and 100,000 sets are an unstoppable goal.

In terms of Beijing's wooden door brand, TATA, Boyi, Yiyuan, and Hefei have developed in recent years. Except that TATA's annual output exceeds 200,000 sets, other brands still hover around 100,000 sets. Others The strength of the small brand is even weaker.

Wang Xian, general manager of Boyi Wooden Door, said that he saw that the wooden door industry was a sunrise industry before giving up home improvement. However, due to the short development time of this industry, brand accumulation takes time, and each company must develop sufficient skills to make it possible. There is a potential for development and it cannot be scaled up.

Fortunately, the total output value of the wooden doors industry in 2009 has increased by more than 20% over the previous year, and some brand enterprises have grown by more than 30%. The huge demand will inevitably create a large-scale enterprise to see who can seize the opportunity.

Wei Xiang II: large sales, small reputation

Presumably, Zhao Benshan’s phrase “To be low-key” in the essay is too deeply rooted in people's minds. This sentence has not only become the next big buzzword. In many companies, it has become a corporate culture that has been promoted. To do business, a low profile means that you may not know much about you, and your reputation is small, but it does not mean that you have no results. In the wooden door industry, some people who hide in the corners do not say anything. When they pull out of the sun, they can often scare you. Some companies have large sales volumes and very little fame. They are the second “strange elephant” in the wooden door industry.

An example is the Fuhuang wooden door, which is mainly from T-shaped gates in Anhui. Established only for more than four years, the annual output has reached 150,000 sets, and annual sales have exceeded 200 million, but the brand awareness in Beijing Fuhuang is not high. In Beijing, Fuhuang's channels are still in the initial stages of construction, and only a direct-sale store has been established in the North Star. However, you should not underestimate Fuhuang, whose sales in the Beijing market account for 1/3 of the company's annual sales.

Through engineering projects, Fuhuang has built a world in Beijing, but it is really necessary for the people to know that it is impossible to develop retail channels. General Manager Qiao Dongying said that in 2010, Fuhuang’s goal was to generate sales of more than 300 million yuan, and to establish a new production line in Hefei to reach an annual output of 1 million units. At that time, Fuhuang will have greater strength to build a brand. "Let more people not only use Fuhuang, but also know Fuhuang."

Another example is Meng Meng, a giant wooden door in Shanxi.

In the Olympic International News Broadcasting Center that was put into operation at the 2008 Beijing Olympics, there were more than 1,300 sets of wooden doors produced by Mengshi. At the same time, in 2009, heavy furniture launches and the establishment of St. Lotty Furniture Manufacturing Co., Ltd. showed a lot of strength. But in the Beijing market, it is also unknown. In major shopping malls in Beijing, the main characters are Beijing's TATA, Kangjie, Shanjia, Bo Yi and other brands. The strength of foreign brands is strong, and the exploitation of Beijing still owes much of its time. Chairman Chen Jinji of Fuyou Solid Wood Door, a leading company in Fujian, bluntly stated that through this exhibition, he hopes to find distributors who enter the Beijing market, so that rich friends are as famous in Beijing as the South.

The strange three: high technology, low threshold

Ten years ago, the door of the house was made entirely of carpenters, painted on white blanks, and then iron handles. The door was ready. 10 years later, the same door, that stress is more, T-gates, security doors, steel doors, revolving doors, the technical content of industrial production and manual knocking can be said to be a world of difference. With high technology and low threshold, this is the third “strange image” of the wooden door industry.

More than 5,000 companies in the wooden door industry compete with each other. One important reason is that the market entry threshold is low, and there is no need for too strong economic strength and a too advanced management model. With the rapid expansion of market demand, wooden door companies are springing up. Many companies hit the market with low prices, showing the current mixed situation in the industry. In fact, the same T-shaped door, if the equipment is different, the production process is different, the brand is different, its product quality is greatly different. In Beijing, Kang Jie and Holz are all focused on T-shaped doors. By comparing these wooden doors produced according to certain theoretical data with those made by other small factories, they can find that non-brand things are not so thing. For example, any of Holtz's wooden doors can achieve a sound-insulating effect of 36 decibels, while an ordinary one can achieve up to 33 decibels.

“Wooden door surface painting technology is also a brand of wooden door companies to throw off the brand-name small businesses.” According to industry insiders, more and more consumers of the wooden door appearance quality and feel more and more demanding, like TATA, Holtz Branded companies, based on their patented technologies, all make the wooden door surface more impact-resistant, more layered, and feel smoother, while no-name companies are eager to achieve success and financial pressure, they will get some paint on their hands. The quality is completely different. “What is worrying is that there are still many new small factories in the industry that are using low-cost customers to disrupt the order of the industry. We hope that this situation will improve with the increasing strength of the brand wooden doors.”