In today's world, market competition is no longer just about products—it's shaped by the internet and modern communication tools like WeChat and Weibo. This new landscape is dominated by English-speaking markets, influenced by American models, and often combines German manufacturing with the Chinese consumer base. For the Chinese door and window industry, this evolving environment brings both opportunities and challenges.
The competition in this sector is essentially a visual one. It starts with how a product looks, then moves into emotional appeal. The key to success lies in visual power. Next comes style—whether it’s German, Swiss, American, Japanese, or even traditional Chinese styles from the Ming or Qing dynasties. Each style represents a different kind of competitive edge. Then there’s design, materials, and ultimately, talent and branding. Brand competition isn’t just about logos; it's about quality, aesthetics, environmental responsibility, technology, taste, and cultural value.
Why do some doors sell for high prices while others are sold cheaply? The answer lies in perception, positioning, and what the market values. In the door and window industry, companies can be divided into three types: honest ones that sell products to those who need them, smart ones that sell brands and charge more, and even smarter ones that sell status. The most advanced companies don’t just sell products—they sell ideas. The most valuable thing they offer is not what people need, but what they desire.
As consumer preferences evolve, especially among those born after 1980 and 1990, the demand for personalized, unique, fashionable, and classic products is growing. These consumers seek not just functionality, but also identity and expression.
Looking at the German approach to door and window manufacturing, six key principles stand out: focus, standardization, precision, perfection, order, and depth. German companies avoid overlapping product lines and have long-term stability, often operating for decades with clear specialization.
However, in China, industry standards remain inconsistent. There's still no unified regulation for door and window products in real estate construction, which is a major gap. But I believe industry associations and government bodies are working to improve this. In developed countries, good door and window products are judged based on wind resistance, air leakage, water tightness, insulation, and soundproofing.
For Chinese companies, building a sustainable business model is essential. While large-scale engineering projects may bring volume, they don’t necessarily build brand strength. Therefore, the future of the industry will depend on retail presence, market visibility, and digital influence rather than just personal relationships.
Looking ahead, the mature door and window industry will likely feature high-end experiences, mid-range displays, low-end options, and word-of-mouth marketing. The store, community, and online platforms will all play a role in shaping brand influence.
Company leaders must think ten years ahead. Those who only look back or focus on the present will fall behind. Only those who plan for the future can lead the industry. As a leader, you must act like a screenwriter, setting the direction for your business. Who will you serve in the next decade?
Corporate planning is like writing a script. Many companies rise quickly but fade just as fast because they lack long-term vision. To succeed, companies must define their path, set goals, develop strategies, invest in training, and find sustainable models.
Selling doors and windows is more than just selling products—it's about creating value, building trust, and fostering a culture of craftsmanship. China has many managers and bosses, but what we lack are dedicated professionals who commit to one career for life. With a global mindset, local ambition, and an artisan’s spirit, companies can grow stronger and more resilient in this ever-changing market.
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