In the past year, major wooden door brands have been strategizing for the upcoming year. Over the past few years, many companies in the home building materials market that originally focused on producing wooden doors have started to expand into home improvement furniture. Lured by high profit margins, both top-tier and mid-tier brands have undergone transformations, aiming to capture more market share through the "whole wood home improvement" model.
However, as the wooden door industry matures, competition has intensified. The concept of "whole wood home improvement" has become a hot topic for many wood product enterprises. But this opportunity isn’t as easy to grab as it seems. According to statistics, only 2 to 3 percent of wooden door and staircase companies have successfully transitioned into full home customization. In July of this year, numerous wooden door companies at the Guangzhou Construction Fair showcased their latest home improvement products, with some even investing millions to present their entire range of customized wood furniture. This signals a growing trend: custom wood furniture is becoming a key direction in the market.
The wooden door industry is facing shrinking profit margins, which has become a widely accepted reality. After years of rapid development, the Chinese wooden door industry has generated significant economic returns, but it has also brought increased production pressures. At the same time, more consumers are looking for a seamless shopping experience—buying all their home products from one store to ensure a cohesive style in their living spaces. This dual push from rising demand and the need for profit growth has made home improvement an inevitable trend for wooden door companies.
The "whole wood home improvement" model primarily targets mid- to high-end consumers. These customers seek comprehensive solutions, while the high-end positioning of the model limits its overall market size. It may reach hundreds of thousands or even millions of units, but not every consumer is willing or able to embrace it. In recent years, custom wood furniture has begun to gain traction in the industry, yet its influence at the retail level remains limited. Although the data shows rapid growth, the base number is still relatively small. For now, it’s more of a trend than a market explosion.
According to Liang Zequan, General Manager of Wan Shida Wooden Door, the whole wood home improvement market is still in its early stages and far from a boom. It will require collective efforts from the entire industry to truly open up the market.
Currently, the wooden door companies must avoid being misled by short-term trends. They should calmly return to the core of the industry, focusing on what the sector truly needs and addressing its most pressing challenges. A clear strategy is essential: knowing where you come from, where you want to go, where you are now, and how to get there.
In the industry, companies like Middle East, Willie, and Howley have set benchmarks in the whole wood home improvement space, both in terms of value and intangible strengths. As a result, whether traditional wooden door companies or innovative ones cannot remain passive—they all use the "whole wood home improvement" banner to capture market attention.
It's well known that successful players in the industry can't be easily replicated. Their products, company strength, channel influence, and marketing systems are all unique. Huang Zhixiong, General Manager of Qi Tian Wood Industry, emphasized that the transformation in wood decoration must be distinct and follow trends carefully—otherwise, it could lead to more harm than good.
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