In the past year, major wooden door brands have been carefully planning their strategies for the upcoming year. Over the last few years, many companies that originally focused solely on wooden doors have expanded into home improvement furniture. Driven by the allure of higher profit margins, both top-tier and mid-to-lower-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 popular topic among manufacturers looking to upgrade. But this opportunity is not as easy to seize as it seems. It requires deep understanding, strong brand positioning, and long-term investment.
According to recent statistics, only 2 to 3 percent of wooden door and staircase companies have successfully transitioned into full-scale home improvement customization. At the Guangzhou Construction Fair this year, numerous wooden door companies showcased their comprehensive home products, with some even investing millions to present their entire range. This signals a growing trend: customized wood furniture is likely to shape the future of the market.
The thin profit margin in the wooden door industry has become a widely accepted reality. After years of rapid growth, the industry has reaped significant economic benefits, but it has also faced increased production pressure. Meanwhile, consumers are increasingly seeking one-stop solutions—buying all home products from a single store to achieve a harmonious interior style. This dual push from profit growth and consumer demand makes the shift toward home improvement an inevitable trend.
The "whole wood home improvement" model primarily targets mid-to-high-end consumers. These customers choose this option because they value quality and consistency, while the high-end nature of the product limits its reach. The total market size may be in the hundreds of thousands or even millions, but not every consumer is willing to invest in such a premium solution. In recent years, wood furniture has started gaining traction, but its influence at the retail level remains limited. Although growth is strong, the base is still small, making it more of a trend than a booming market.
Liang Zequan, general manager of Wan Shida Wooden Door, points out that the whole wood home improvement market is still in its early stages and far from reaching a peak. It will take collective effort from the entire industry to truly open up this market.
Currently, wooden door companies need to stay focused and avoid being distracted by trends. They must return to the core of the industry, understand what is essential, and address the most pressing challenges. A clear strategy is crucial—knowing where you come from, where you're going, where you are now, and how to get there.
In the industry, companies like Middle East, Willie, and Howley have set a good example in the whole wood home improvement space, both in terms of product value and brand equity. As a result, both traditional wooden door companies and newer players have jumped on the "whole wood home improvement" bandwagon to gain a competitive edge.
It's well-known that successful brands cannot be easily replicated. Their products, company strength, channel influence, and marketing systems are all unique. Huang Zhixiong, general manager of Qi Tian Wood Industry, emphasizes that the transformation in wood decoration must be differentiated and aligned with trends—otherwise, it could lead to more harm than good.
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