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Future development direction of the new normal doors and windows industry
Windows and doors market continues to improve, more and more consumers in the purchase of doors and windows products not only pay attention to product price, quality, after-sales service, more attention to brand visibility and business reputation. If the enterprise or stay in the past the seller's market business philosophy, will definitely in the competition in a disadvantageous position, and even the market mercilessly eliminated, doors and windows industry into the brand marketing era.
Improving brand concept and competitive high-end market
China has become the world's door and window consumer market leader, many domestic doors and Windows brand performance and quality to achieve even more than the foreign brands, however, the use of foreign doors and windows brand strong capital strength and high brand visibility, almost monopolized the Chinese high-end doors and windows market. In addition to historical reasons, the domestic enterprise brand awareness is not strong is the cause of this situation.
Many corporate bosses say that "low-end prices, high-end quality" is their current business philosophy. Some doors and windows enterprises fully use promotional means to attract consumers ' desire to buy. So, starting from the second quarter of this year, the doors and windows industry to play a big price war, the trend is intensified, even appear 499 yuan rare low price. This price is obviously lower than the cost of manufacturing, but the brand is not only equal to the sales quantity.
There are some misunderstandings in the doors and windows industry: to equate enterprises with brands. And in fact product message price type reviews the card is independent of the factory's spiritual property, it can belong to you, can also belong to others. There are also many enterprises mistakenly think that there are good products, large factories have a big brand, the majority of resources to put into specific things, rather than the brand marketing to do investment.
Accurate positioning and marketing
Brand is an effective tool for enterprise competition, it is also the tool and carrier of realizing enterprise value, not dispensable, but must choose. Positioning is the first problem of brand operation and the strategic problem of the future development of enterprises. The facts show that there is never a big-sized enterprise, and there is no all-inclusive brand. In the age of information flooding and product flooding, only accurate positioning brands can be recognized and selected by consumers.
Through the research of international brands, and in view of the current market pattern, the future development of China's doors and windows industry will appear several trends: first, there will be a few "comprehensive door and Window brands", the second will appear "professional brands", three will appear "personalized door and window brands."