The "machine" and "crisis" of China's door and window market

The demand for the Chinese window and door market is more than 500 million square meters per year, which is equivalent to the use of four European market windows and doors. In the future, it will still grow at an annual rate of 11%. It is estimated that by 2011, the output value of China's door and window market will reach 1950 billion yuan. However, relevant departments indicated that the total area of ​​housing construction for real estate development enterprises nationwide was 3.196 billion square meters, which represented an increase of 12.8% from the previous year. This means that a large number of sales of windows and doors will be compensated through such channels as townships and rural markets that need to be developed. Structural overcapacity that does not match capacity expansion and consumer demand has become the most prominent market conflict.

In the industrial chain, the mentality of vendors is also very different. Since the beginning of the year, with the economic recovery and the continuous attention of the public from various sectors to topics such as “order hot” and “migrant workers shortage”, the market has been full of confidence and many companies have felt the arrival of a new round of economic boom. The phenomenon of Ben Wang reporters interviewing companies from all over the world also strongly confirms this phenomenon: New production lines in emerging production areas have increased unabated, while many companies in Foshan, Yongkang, Jiangshan and other places have also reached the lowest point in history. There was even a "queue for production" situation. However, the situation of dealers is not optimistic: "Sales dropped sharply compared to the same period last year," "the market entered the coldest period," "This year the market is difficult to do," and other words appear from time to time. In fact, when the media investigated the domestic economic cooling and warming index, they also found that production companies generally optimistic about the market recovery, but the people are not optimistic about the 2010 forecast, which is consistent with the production and marketing contradictions between the door and window industry manufacturers.

In line with the above-mentioned market background, the contradiction between the newly promoted brand and the needs of businesses has begun to appear. According to the survey, the total number of trademark registrations for Yongkang brand “China Gate Capital” has increased year by year, which is proportional to the annual growth rate of doors and windows. The needs of businesses are exactly the opposite. In the past, merchants liked multi-brand management, ranging from 2-3 to as many as 20 or even more. Recently, this reporter survey found that the number of brands has become the choice of many distributors, and even some of the leading businesses have begun to transform, from a number of brands to abandon the superior, excellent selection, some wooden brand manufacturers are also required to focus on business operators, Such as run into a show monopoly! It can be seen that not only excess capacity but brand surpluses.

In addition, the recovery of foreign trade and international trade barriers, high-end products and low-cost demand, high market investment and low profit returns, scale and specificity, multi-level management and channel flattening and depth, high-level needs of talent and migrant workers The social requirements of wasteland, energy saving and emission reduction and high energy consumption in the industry have become major contradictions that plague the development of the industry.