Abstract: At this stage, mainland steel and aluminum doors and windows have become the mainstream of the mainland metal doors and windows market, and the export of doors and windows products is much higher than that of imports, covering India, Cambodia, Indonesia and other countries. In 2023, the export volume of steel doors and windows in mainland China will reach 371,600 tons, a year-on-year increase of 14.48%, and the export value will be 1.219 billion US dollars. The export volume of aluminum metal doors and windows reached 303,000 tons, a year-on-year increase of 14.85%, and the export value was 1.617 billion US dollars.
1. Definitions and Classification
Doors and windows are extremely important functional components to resist wind, rain, dust and insects, and realize the physical properties of the building such as heat, sound and light environment, and have the dual decorative effect of building façade and indoor environment, which is directly related to the use of safety, comfort and energy saving of the building and the improvement of people's quality of life. Metal doors and windows are doors and windows made of aluminum, steel, iron and other metal materials, which can be divided into stainless steel doors and windows, steel doors and windows, copper doors and windows, aluminum alloy doors and windows, and broken bridge aluminum doors and windows according to the material.
Second, the business model
1. Procurement mode
Metal door and window manufacturers usually purchase raw materials such as metal materials, accessories, glass, etc., and adopt the procurement model of "production and procurement + reasonable inventory". The company purchases according to the customized production plan of the production department, and at the same time, in order to ensure the normal operation of production activities, the company always has a certain safety stock of raw materials. For large-scale customized orders, enterprises usually purchase raw materials of fixed size and material according to customer requirements, and appropriately reduce or do not equip safety stock.
2. Production mode
Metal doors and windows enterprises usually adopt the production mode of "sales and production". The marketing center will hand over the customer order to the manufacturing center for production scheduling and material preparation, and the manufacturing center will organize personnel for production. At the same time, the company ensures the product quality of the whole production process through the qualification evaluation of raw and auxiliary material suppliers, on-site random sampling, arrival inspection of raw and auxiliary materials, and sampling inspection of each process in the production process, self-inspection of all employees in the whole process, and full inspection of finished products. In addition to independent production, mature metal doors and windows enterprises will outsource processing of production links such as painting, stretch bending, and wire cutting to reduce enterprise management costs.
3. Sales model
Metal doors and windows enterprises adopt a sales model that combines direct sales and distribution. The direct sales model is mainly for large-scale places to customize orders, by the enterprise sales department to develop customers, fully understand the needs of customers to give design plans and quotations, after the production of products directly with customers to deliver and settle the payment. The distribution model is mainly aimed at small orders such as individuals and families. Under the distribution model, the enterprise signs a distribution contract with the dealer, and after the dealer obtains the order from the end customer, the technical personnel will review and optimize the design of the order information such as size, product series, color and other order information provided by the customer, and the dealer will deliver it after the production of the enterprise is completed.
3. Industry policy
1. Competent authorities and regulatory system
The National Development and Reform Commission plans the development strategy of the industry by the National Development and Reform Commission, the competent department of the industry is the Ministry of Housing and Urban-Rural Development, and the industry self-regulatory organizations are the China Construction Metal Structure Association and the China Building Decoration Association.
The Ministry of Housing and Urban-Rural Development of the People's Republic of China is mainly responsible for formulating industrial policies and industrial plans, and carrying out macroeconomic regulation and control of the development direction of the industry;
The management and service functions of China Construction Metal Structure Association and China Building Decoration Association for the metal door and window industry are mainly reflected in the self-discipline, coordination and supervision responsibilities such as promoting industry technical exchanges and personnel training, and promoting the sustainable and healthy development of the industry.
2. Industry-related policies
In recent years, relevant state departments and industry associations have continued to support and encourage the development of green building materials, especially to encourage the transformation and upgrading of metal doors and windows manufacturing industries such as aluminum alloy and broken bridge aluminum in the direction of green and low-carbon, energy conservation and environmental protection. The release of policies such as "Opinions on Further Unleashing Consumption Potential and Promoting the Sustainable Recovery of Consumption" and "General Code for Civil Buildings" encourages the vigorous development of green consumption, promotes the large-scale development of green buildings, vigorously develops prefabricated buildings, actively promotes green building materials, and accelerates energy-saving transformation of buildings. With the upgrading of mainland residents' consumption and the improvement of their requirements for living comfort, consumers have higher and higher requirements for the quality of doors and windows.
Fourth, industry barriers
1. Brand barriers
At present, the quality of metal doors and windows in mainland China is uneven, and brand awareness and influence have become an important basis for consumers to make rapid choices to a certain extent. At the same time, metal doors and windows belong to high-priced and low-frequency consumer products, with a long service life, and the brand provides consumers with high quality assurance, which is an important factor in industry competition. The establishment of brand awareness and reputation requires long-term brand management and historical precipitation, and the first-line brands in the industry have occupied the high-end market of domestic metal doors and windows products, cultivated a certain sticky customer group, and has a relatively solid market foundation, thus forming a higher brand barrier.
2. Design and R&D barriers
With the increasing improvement of people's living standards and the continuous upgrading of consumer quality, the pursuit of product personalization and differentiation by end consumers is becoming more and more obvious, and the unique creativity and excellent R&D and design capabilities directly determine the market competitiveness and acceptance of metal doors and windows enterprise products. The accumulation of design and R&D capabilities and the establishment of R&D and design systems require the long-term training of the R&D team, the continuous accumulation of R&D innovation culture, and the insight and continuous tracking of the R&D team's preferences of end consumers.
3. Sales channel barriers
In the domestic metal door and window market, the sales and service network carries many functions such as brand promotion, business contracting, customized design, logistics and transportation, installation and maintenance, etc., and its scale and quality directly affect the business performance and market reputation of the enterprise. To establish a broad, efficient and professional sales and service network, enterprises not only need to invest a lot of money in a long construction cycle, but also need to gradually accumulate and improve the management system and system in the long-term business process, so as to form a rapid response, deep understanding and forward-looking grasp of the market, so as to form a higher sales channel barrier.
4. Barriers to production and delivery capacity
Enterprises need to achieve dynamic linkage management in all aspects of design and development, procurement, production, sales, warehousing and logistics, so as to improve equipment utilization, material utilization and employee production efficiency, enhance flexibility and adaptability, quickly respond to customer order needs, shorten product production cycles, and achieve large-scale production and timely delivery. Cultivating lean and flexible production management capabilities requires the accumulation of rich practical experience, and needs to be strictly and effectively implemented on the basis of a sound and refined management system. Therefore, large-scale and efficient production and delivery capacity is also one of the barriers to entering the metal door and window industry.
Fifth, the industrial chain
1. Analysis of the industry chain
The upstream of the metal door and window industry chain is mainly steel, aluminum profiles, glass, hardware and other raw materials, and the development of the upstream industry and price changes directly affect the production cost. At present, in the context of the structural reform of the industrial supply side, the backward production capacity of bulk commodities such as metal materials and glass has been eliminated one after another, and some small and illegal production enterprises have been shut down one after another, and the high-quality production capacity has continued to be released, and the total output of products has maintained a stable growth trend, and the market supply is sufficient.
The downstream of the industrial chain mainly includes real estate, decoration, housing renovation and other industries. In recent years, the state has encouraged all localities to combine the renovation of old residential areas and support residents to carry out renovation and partial upgrading of old houses. At the same time, with the younger consumers and the upgrading of consumption capacity, people's requirements for the comfort and personalization of the living environment are getting higher and higher, and the demand for improved decoration will further grow. With the increase in the urbanization rate of the mainland and the incremental demand brought about by the construction of new houses and the continuous expansion of the stock demand brought about by the renovation and decoration of old houses, the demand for metal doors and windows will grow simultaneously.
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