Wooden door industry welcomes new era channel reform

According to data released by the National Bureau of Statistics, China's GDP growth rate in the first three quarters of 2012 decreased year-on-year, from 8.1% in the first quarter to 7.6% in the second quarter and 7.4% in the third quarter. From the high of 9.8% in the first quarter of 2011 to the low of 7.4% at the end of the third quarter of 2012, the year-on-year GDP growth rate has dropped for six consecutive quarters. The wooden door industry under such a large environment, coupled with the country's short-term negative impact on real estate regulation, has also been hit hard. Most of the companies have fallen into a performance decline, or a slight increase in performance, but overall profits. Still falling situation. The performance of large-scale enterprises has generally declined. The phenomenon of the closure of small and medium-sized enterprises, the withdrawal of large-scale stores, the diminishing effect of exhibitions, and increasingly cautious dealers indicate that the Chinese wooden door market has begun to stagnate or even shrink.

This status quo is an unprecedented adversity encountered by the wooden door industry. It also makes the industry, including manufacturing companies, dealers, and store owners, begin to realize that the Chinese wooden door industry has entered a new era, regardless of whether the industry is willing or willing to do business. Is it ready? The influence of the oversupply of the entire industry is gradually being highlighted. Under the dominance of the buyer’s market, the market’s competitive situation has become more complex and complex. It is no longer merely a competition between product levels and manufacturing capabilities, but involves more comprehensive and pluralistic The competition between R&D, marketing, branding, communication, management, service and other capabilities and resources.

The advent of adversity and the emergence of a new era of international financial crisis that has been uncommon for many years has brought a tremendous impact to all walks of life in China. Since the first half of 2008, export was first blocked in coastal areas, and the rate of increase has been declining month by month. The situation has turned sharply since the beginning of October. The impact of the international financial crisis has rapidly spread from small and medium-sized enterprises to large and medium-sized enterprises, and has spread from the export sector to other sectors. The eastern coastal areas spread to inland areas. This has caused many companies entering the market in the new century to feel embarrassed and pressured in the first decade. In 2009, the wooden door industry ushered in a short-lived peak season. It was also a flash in the pan. From 2010 to 2012, the entire industry has experienced a year of hardship, and the market has been bleak year after year.

When poor people think about it, companies cannot stand still when the external environment is difficult. In order to survive and develop in adversity, we must think about how to change to adapt to changes in the external environment. In 2012, China's wooden door companies began to enter a special period, and this period is a rare opportunity and challenge for every enterprise or every enterprise employee. Throughout the industry, we can easily find that companies respond positively to the negative environment from the passive waiting time to the present. Market channels have begun to diversify. Product innovation has been valued by companies, service concepts have been elevated to new heights, and product styles have become more abundant. The national wooden door industry is moving towards a balanced development. Despite the difficulties, the entire industry is advancing.

The reform of channels in the new era has been analyzed by industry experts. 2012 is the first year for the reform of the Chinese wooden door industry. In this year, it is not difficult to see that the sales channel has changed the situation of a single major supermarket, and e-commerce has been able to With rapid development, community experience stores have begun to blossom in the country. Large-scale independent stores have matured. Custom wooden doors have swept the country. Large property developers have joined the market. A large number of new models are emerging, although it is still in its infancy. It only began to start, but what is certain is that, after several years of effort, it will surely make a profound change in the composition of the industry in the industry.

Before this, China's wooden door industry has undergone new changes in the process of rapid development. From the seller's market to the buyer's market, the types of products have become more and more abundant. However, the sales model has changed little, and it can even be said that there has been no change. The model is quite simple. Basically, there are two forms. One is the “Landlord” leasing form of supermarkets, and the other is the form of independent stores. The low-level "landlord" form of supermarkets, along with the development of the wooden door industry, continues to expand, and a large number of new stores continue to emerge, leading to a serious surplus of stores, but stagnating in the operation and management of the market, disregarding customer needs and spending habits Although the changes that have occurred are still mainstream, they cannot meet the development needs of the industry. In 2012, many hypermarkets withdrew from the market quietly. It was difficult for new stores to attract investment. Some high-end large-scale chain stores continuously reduced the investment promotion standards. Previous investment targets were limited to high-end stores of the first-tier and second-tier brands, and now they are also starting to accommodate unknown new ones. Brand. We seem to see the "landlords" helplessness and skill.