Who will be the future king of the wooden door industry

After more than 10 years of development, the development of the new wooden door industry has shown many characteristics, among which the lack of a nationally renowned brand has become a topic of concern to many people in the industry.

Market capacity is huge, huge development space

According to the relevant person in charge of the China Forest Products Industry Association, the total output value of the wooden door industry in 2004 is still less than 20 billion yuan. Subsequently, it grows at a high rate of 25%-40% every year. In recent years, it has grown by 30%. In 2006, the output value reached 32 billion yuan. In 2007, it exceeded 40 billion yuan. In 2008, it reached 50 billion yuan. In 2009, due to the global financial crisis, the development of various industries showed varying degrees of decline, while the wooden door industry remained alone. Maintaining a 30% growth rate, the output value exceeds 60 billion yuan and is expected to reach 70 billion yuan in 2010.

Such a high rate of development and huge demand has benefited from the huge market demand. As of the end of 2009, the level of urbanization in China is 46.6%. In the next 5 or 6 years, the level of urbanization in China will reach and exceed 50%. Every 1 percentage point increase in the urbanization rate in China will drive more than 10 million rural people into urban living, Life, education and employment have brought about huge scale construction projects and consumer demand; China has built more than 2 billion square meters of various kinds of houses each year, and it will build 30 billion square meters of new buildings in the next 10 years.

According to expert analysis, according to an average of 20 square meters, the market demand of our country's doors exceeds 100 million baht each year, of which the interior doors occupy 80% of the entire market, and the market share of wooden doors is close to 70%. Qian Xiaoyu also revealed that the State Forestry Administration has issued a document recommending that composite wooden doors and other building materials be included in the “building materials to the countryside” product catalog. Through this meeting, the Forestry Industry Association and the Forest Products Industry Association jointly issued an initiative to all wood processing enterprises and called on everyone to implement the spirit of the No. 1 Document of the Central Committee and actively participate in the activities of wood building materials to the countryside. As a result, under the start of the project of building materials to the countryside, in the next three to five years, the Chinese wooden door industry will usher in another period of rapid development.

The market is mixed and the big brands need to rise up

According to authoritative statistics, there are currently more than 10,000 companies engaged in the manufacture of wooden doors across the country, mainly in Beijing, Tianjin, Northeast, Pearl River Delta, Yangtze River Delta, Southwest, Northwest, etc. Six industrial bases with relatively concentrated industries. Among them, there are mostly small and medium-sized enterprises with an annual output of several thousand to tens of thousands of wooden doors. The inadequacy of the industry's entry barriers and the imperfections of relevant standards have also led to more and more small companies entering the field of gold doors.

According to related statistics, the current annual output value of Chinese wooden door companies is between 10 million and 30 million yuan, accounting for 40%, 30 million yuan - 50 million yuan, accounting for 30%, 50 million yuan - 110 million yuan. Only 30% of the output value of the company accounted for 30% and over 100 million yuan; this is very low compared to the output value of other related building materials industries.

From the brand's point of view, the development of brands such as furniture, ceramics, paints, sanitary ware, flooring, etc., is still not sufficiently developed. For example, the ceramics industry has emerged with national champions, Marco Polo, Mona Lisa, Nobel and other national brands. In the output value last year, sales reached 300 million more than the scale of the single and group ceramic brands have no less than 20. The total annual sales of the new Pearl Enterprise of the ceramics industry reached a scale of 5 billion. In contrast, the development of the wooden door industry is still in its infancy.

Therefore, one of the signs that the wooden door industry is becoming stronger and stronger is the emergence of a large number of famous brands in the country, and at the same time achieving a significant increase in output value and market share.

Scale and standardization are the main ways to upgrade the wood industry

Industry experts pointed out that the necessity of integration of forest products industry is very large, and the nature of the industry determines that the production of forest products, including wooden doors, is not very difficult. Therefore, the scale and standardization are the development direction of the wooden door industry. In the next few years, the wooden door industry will surely be driven by the core brand enterprises to carry out all-round integration. The integration of resources, integration of channels, integration of brands, and integration of after-sales services will be the only way for companies to upgrade and develop their industries.

The standardization of interior door specifications is one of the bottlenecks in the upgrading of wooden doors. Experts stressed that although the wooden door industry is in a period of vigorous development, the standardization of the wooden door industry is still in its infancy. The relatively full development of the European wooden door industry has a high standardization and a low level of personalization, and we are just the opposite. The wooden door industry has so far no one company has a market share of more than 1%. The reason is that the standard lag is one of the important reasons. If there are standards, the scale of the company can go up.

Who will be the future king of the wooden door industry

There are many signs that an industry is mature or not, and increasing brand concentration is the most critical. A mature industry or industry, the mainstream of the general brand will not exceed 10, and their market share should be more than 65%, the only way to achieve the healthy development of industry, industry, in order to have the right to speak on the world stage . And these are also not available in the wooden door industry.

At present, from the six large-scale wooden door industry bases in the country, a number of wooden door enterprises with excellent equipment strength, strict technology, relatively large scale, and good service quality have emerged, such as Huahe Wooden Door in the northeast, Runcheng in the south, stars and dreams. Days and other enterprises. These enterprises have complete production and implementation, strong technological equipment, and large influence in the industry. They have the strength to aspire to national brands. These companies have also seen opportunities for brand development. For example, companies such as Huahe Wooden Door and Mengtian are increasing their production bases to expand their production capacity and supply markets.

Brand building is an inspection of a company's full range of market capabilities. It not only includes production capacity and equipment technology, but also includes comprehensive consideration of marketing level, publicity investment, talent strategy, and customer service. Especially in the building of marketing capabilities. In the current economic stage, marketing capabilities have become an important indicator of the rise of the national brand of the wooden door industry. Related brand experts also pointed out that the current Chinese market has shifted from market-oriented to competition-oriented. The key to the success of a company is whether it has the ability to effectively respond to market competition. Therefore, competition-oriented marketing capacity building is one of the important indicators of national brands.