2013 Wooden Door Industry Market Trends

Today, many home stores have moved from the original positioning to high-end development. However, it cannot be overlooked that the high-end market accounts for a limited proportion of the overall market. High-end customers have a strong brand awareness and a long brand training cycle. Product R&D capabilities, quality, service levels, and brand reputation for stores or home brands are all There are higher requirements. "So, in the next year, we will also firmly take the high-end home route, steady and steady, and gradually expand the high-end market share." The head of a wooden door brand stressed.

In the middle of the market as a breakthrough interview, many people in the industry have stated that the biggest “breakthrough” in the wooden door market in the new year is whether the mid-market can usher in the dawn. In fact, the customer base active in the mid-range market has a single income channel and is greatly affected by the macro economy. In 2012, due to the slowdown of macroeconomic growth, shrinking downstream home furnishing market share, and the sentiment of wait-and-see sentiment caused by declining psychological expectations, many mid-range home consumer customers have shifted to low-to-middle consumption areas, even positioning the high-end segment. Home manufacturers, in order to maintain sales, maintain growth, implementation of the next extrusion products, market penetration extension strategies and promotional strategies, so that the brand of wood doors adhere to the mid-range market suffered "two attack."

The wooden door industry has seen a pick-up trend in 2013. There have also been frequent claims that corporate mergers and acquisitions and industrial integration, overseas plant construction, some enterprises shut down, branding, high-end products, and network integration marketing, and in many development trends, branding The four directions of digitalization, environmental protection, and high-end are getting everyone's consensus.

Trend 1: Branding From the seller's market to the buyer's market, the branding of wooden doors is on the agenda, and the increasing consumer awareness of consumer branding has further magnified the imperative for the branding of wooden doors.

In the past five years, the wooden door industry's attention to the brand has reached an unprecedented height, not only in the brand name, brand image to do enough homework, and put in a dedicated force to carry out brand awareness, brand reputation and continued communication. Before that, there were many experts in the field who believed that the wooden door companies were gradually moving toward a full-scale brand management era. A brand pk era has already arrived.

In 2013, the branding of wooden doors will be further accelerated, and even second- and third-tier companies will respond to the brand and more or less invest a certain amount of power to enhance the brand image and expand brand influence.

Trend 2: The digitization of the digital wooden door industry is reflected in many links, such as internal information management, application of the ipad terminal digital shopping platform, digital customer service, and network integration marketing communication strategy.

In mid-2012, many companies have already invested in ipad, a type of tablet computer in terminal stores, as a digital shopping guide; while the application of network integrated marketing communication is more extensive, Baidu's search marketing is the main method, and it has gradually introduced such practical combat solutions. The plan is more urgent and thorough in tapping the marketing value of the Internet. Industry insiders believe that the digital wave in 2013 will be even more surging and the competition will be fiercer.

Trend 3: Environmental Protection The key words mentioned in the report, such as advancing ecological civilization, building a well-off society, sustainable development, and changing the economic development model, will have a profound impact on the development of the wooden door industry, and the trend of low-carbon environmental protection is undoubted Is one of the hottest topics.

In 2013, the first-line wooden door brand will undoubtedly continue to explore measures for energy conservation and emission reduction, and will take greater steps in the production of environmentally friendly wooden doors. For example, the reduction of the wooden doors, the use of raw materials for the production of wooden doors, the environmental health performance of wooden doors, etc., may have new progress.

Trend 4: The proliferation of high-end customized wooden doors in 2012 reflects the fact that the high-end wooden door product market has officially recovered. A large number of wooden door brands have joined this group, indicating that the high-end line has been widely recognized. Incomplete statistics, at present, the wooden door market has no less than 100 kinds of high-end products, and there are more than ten kinds of high-end wooden doors that enjoy certain popularity and have a certain market share.

What is the high-end? According to the professional's point of view, the first requirements of high-end technology and quality, performance beyond the ordinary wooden doors; second is the appearance, texture, decorative effects must have unique, able to meet the high-end consumer demand; of course, high-end products There is also a sense of price, often higher than the average wooden door product.

In 2013, there are still many opportunities for wood doors.

At the beginning of 2013, major wooden door companies began a new round of competition. Before the industry's lukewarmness and declining performance, the wooden door companies were covered with a layer of frost, and the industry also experienced a round of reshuffle, and eventually survived. After all, it is a wooden door company that can stand the test, new start, new hope.

They believe that "crisis is a good opportunity." This is precisely the period of strategic opportunities for "hunting for cheap assets, seeking strategic transformation, and testing the bottom-trend expansion." Coupled with a series of policies issued by the state to promote wood companies, there are still many opportunities for wood doors in 2013.

According to the heads of many home stores, in the past 2012, the “polarization” of the home market was obvious, and the high-end market at the “top of the pyramid” of the home consumption pyramid and the low-end market of “Taki” maintained a steady increase. The momentum is good, while the mid-range market is sluggish, and many home brands can only change their position in response to the market. Then, in the new round of home market in 2013, where will the overall market conditions go? Will the mid-range market usher in the dawn, and what will happen to the high-end and low-end markets?

The high-end market is strong Under the premise that the overall market will pick up, what will happen to the high-end market in household consumption? According to the manager of a certain wooden door brand planning department, the high-end home furnishing market in 2012 is based on the statistical data of the entire company. The transaction value has not only declined due to the impact of the overall market conditions, but has even increased. This shows that the high-end market spending power is still strong, and the market is extremely resistant and stable.

It is understood that the vast majority of customers in the high-end consumer households are not the first rigid consumption, and are less affected by the economic environment. Judging from the price acceptance of such customers, the high-end segment is most attractive to companies. For this reason, many home stores have now moved from the original positioning to high-end development. However, it cannot be overlooked that the high-end market accounts for a limited proportion of the overall market. High-end customers have a strong brand awareness and a long brand training cycle. Product R&D capabilities, quality, service levels, and brand reputation for stores or home brands are all There are higher requirements. "So, in the next year, we will also firmly take the high-end home route, steady and steady, and gradually expand the high-end market share." The head of a wooden door brand stressed.

In the middle of the market as a breakthrough interview, many people in the industry have stated that the biggest “breakthrough” in the wooden door market in the new year is whether the mid-market can usher in the dawn. In fact, the customer base active in the mid-range market has a single income channel and is greatly affected by the macro economy. In 2012, due to the slowdown of macroeconomic growth, shrinking downstream home furnishing market share, and the sentiment of wait-and-see sentiment caused by declining psychological expectations, many mid-range home consumer customers have shifted to low-to-middle consumption areas, even positioning the high-end segment. Home manufacturers, in order to maintain sales, maintain growth, implementation of the next extrusion products, market penetration extension strategies and promotional strategies, so that the brand of wood doors adhere to the mid-range market suffered "two attack."