Recently, Wu Guohong, chairman and president of St. Paul's overall doors and windows, walked into the pan-home circle ace column [Dialogue], and conducted in-depth exchanges and discussions with peers on the blue ocean theory of system doors and windows, hoping to bring some development enlightenment to the industry, manufacturers and dealers.
Dialogue Topics:
System doors and windows blue ocean theory
Conversation Topics:
1. The impact of rising raw material prices and power rationing on the system door and window industry;
2. Blue ocean of system doors and windows;
3. Phenomenon analysis of large industries and small enterprises of system doors and windows;
4, how to layout the market for door and window enterprises.
01 The impact of rising raw material prices and power rationing on the system doors and windows industry
Since the second half of this year, due to the price increase of raw materials and the problem of power rationing, the industry, manufacturers and dealers have been greatly affected, so in the system door and window industry, what are the impacts? Will there be some hidden opportunities for development and upgrading?
Wu Guohong, chairman and president of St. Paul's overall doors and windows, said:
First of all, power rationing does have an impact on the normal operation and efficiency of the factory, but after the electricity price increase, the problem of power curtailment is basically alleviated, which is good for the industry.
Secondly, the impact of rising raw materials on the industry is much greater than that of power rationing! For example, the price of glass has risen more than twice, and the price of aluminum has doubled, which has forced door and window enterprises in Foshan, Guangdong Province, including St. Paul,to passively adjust reasonable prices, but it has also prompted the upgrading process of door and window enterprises.
In the current environment, industry enterprises can not blindly expand, or can "seek stability" as the mainstay, with internal product development, old windows to open up new tracks.
For example, the "old window renewal, safe habitat" activity launched by the overall doors and windows of Saint-Paul, within two hours to replace the new window, do not destroy the decoration, that is, change and live, the focus of the enterprise on the safety of doors and windows, in the enterprise breakthrough self-development at the same time, but also for the dealer to bring a new opportunity and challenge.
San Paolo - Wu Guohong
In this regard, many door and window peers also agreed.
02 Blue ocean nature of system doors and windows
At present, China's door and window industry has a market size of nearly 500 billion, as one of the golden industries of China's home building materials and home improvement industry, the application volume accounts for only about 1% of the total market of doors and windows (in developed countries, the application of system doors and windows accounts for more than 70% of the total market for doors and windows). So, in the outlet period, what are the blue ocean manifestations of China's system doors and windows? What are the contributing factors?
In the view of Wu Dong, the overall door and window of San Paolo, the entire door and window market, including doors and windows, accounts for 200-300 billion yuan, and the system doors and windows leave the development space for the industry to be about 10%, 80 billion volume.
As the home enters the process of renewal, the market share of system doors and windows will gradually increase. Now the three major phenomena of the continuous expansion of the system door and window market capacity are: the door and window exhibition hall in the industry exhibition has a trend of advertising dissemination and social services to do more fine; the industry is currently in its infancy, there is a lot of room for growth; the old window sound insulation performance of the old house and other issues have emerged, based on the pursuit of high-quality life, the system doors and windows came into being, and the old window renewal has gradually become a social trend.
Many peers also believe that the exhibition is indeed a very direct platform, which can accurately link all consumers, investors and properties in the country, and with the help and blessing of society, the door and window industry will surely usher in a new development point.
03 System door and window large industry, small enterprise phenomenon analysis
Looking at the current domestic market, the market concentration of the system door and window industry is very low, there are almost no large enterprises, basically small and medium-sized enterprises, why does this phenomenon occur?
On this issue, Wu Dong, the overall door and window of San Paolo, feels that this is a problem of the long span of the industry and the consumer demand of previous generations of consumers.
The new generation of consumers no longer only have basic needs for doors and windows, but also have a greater pursuit of functionality and appearance, coupled with the major media are also promoting the upgrade of doors and windows, guiding consumers to the cognition of system doors and windows, and the market demand is increasing, so in recent years, a large number of small and medium-sized enterprises have emerged.
But this stage will gradually end within three years, the competition of a number of system doors and windows enterprises, who can grow rapidly and make rapid breakthroughs, first of all, depends on the market.
Changes in investor choice, consumer cognition and choice have changed, at this time need to enhance their core competitiveness, organizational structure, market strategy, product line and so on to adjust.
Just as many pan-home people say that the market cultivation takes a certain amount of time, these three years are just the golden period of self-improvement, self-cultivation and self-growth of the corporate brand side, and the industry oligarch will be built in the next three years, so in these three years, door and window enterprises should focus on cultivating their own market, through the whole house customization and other strategies, the terminal market where the dealer system is located is maintained.
In addition, for the reasons for the current industry situation of "large industries and small enterprises in the Spring and Autumn Warring States" of doors and windows, most of the peers believe that the main reasons are -
Consumers and dealers are in the past 5 years to begin to pay attention to the door and window industry, door and window upgrades have made consumer choices become diversified, a large number of high-quality dealers to join, the two work together to promote the outbreak of the industry.
However, doors and windows enterprises from the production of aluminum alloy sliding doors to turn to a comprehensive door and window still need a certain amount of accumulation, after all, the system doors and windows on the dealer requirements will be relatively higher, whether it is space design difficulty or installation difficulty is very large. With the rise of the level of specialization of dealers, the demand market expanded, and dealers joined the door and window industry on a large scale, resulting in explosive growth and bringing certain tests to the manufacturing end of the factory.
04 After insight into market trends, how should enterprises lay out?
Finally, on the topic of how to make the system doors and windows enterprises bigger and stronger, Wu Dong of San Paolo's overall doors and windows put forward 4 key points -
First, manufacturing. System doors and windows enterprises need a strong back-end manufacturing system, production to achieve replicable, batch, reduce the dependence on human operations, reduce training costs, improve production efficiency.
St. Paul's doors and windows have begun to use the ERP system to place orders ten years ago, automatically generate selected materials, automatic brushing, automatic optimization, and in the future, Saint-Pauleau will open a more advanced production line, from the optimization of the 3.0 factory to the construction of the 4.0 plant.
Second, the product. The early stage of product development is actually closely related to the later stage of production and manufacturing, and poor planning will increase the difficulty of production. In addition to insisting on doing a good job in products, St. Paul's doors and windows ensure that doors and windows are safe, soundproof, energy-saving and comfortable, and bring everyone a beautiful safe living. In addition, it is also exploring a new track - "old window renewal", 2 hours to change the window, do not destroy the decoration, that is, change and live, for users to solve the old window is not soundproof, unsafe, not energy-saving, not easy to use, not beautiful, leaky, leaky and other hidden dangers, strictly control the product!
Third, channels. At present, the field of doors and windows is still dominated by retail. Therefore, The overall doors and windows of Saint-Paul has chosen good-quality products, and can be used for at least 20 years at a time, after all, doors and windows are high-priced, low-frequency household products, which are relatively difficult to quantify, but with the replacement of old doors and windows as a trend, The overall doors and windows of Saint-Paulo will still be mainly based on business in the future, while striving to cultivate more high-quality businessmen and continuously improve store performance.
Fourth, branding. After manufacturing, products, and channels are done well, the brand is naturally established, and the consumer market is more recognized. While deepening product upgrades and promoting the concept of "old windows renewing and safe habitat", St. Paul's overall doors and windows also continue to adhere to the participation of love public welfare activities. At the same time, The overall doors and windows of Saint Paul also set up the "Saint Paul 415 World Door and Window Safety Day", calling on more people to pay attention to the safety of doors and windows.
Before renewal
(After renewal)
Door and window industry is a broad prospect, full of hope of the big blue ocean, industry competition continues to heat up, doors and windows industry to follow the customized big consumer trend, with a new attitude into the public vision, the industry pattern will undergo qualitative changes, brand camp will also be formed.