The property market loosens and the door and window market welcomes competition opportunities

From July 10, 2014, the purchase restriction policy for commercial housing that was implemented in Jinan City for more than three years was formally cancelled. Residents would no longer need to issue purchase restriction certificates to purchase new commercial housing and second-hand housing in the future. In fact, since the news of the release of the property market in several cities in April this year, the sound of lifting the ban has spread to many second-tier cities such as Jinan, Hohhot and Xiamen.

In response, Zhang Dawei, chief analyst of Centaline Real Estate, believes that the restriction policies of more than 30 cities may be cancelled during the year. In view of this situation, the relaxation of restrictions on real estate market may bring another spring to the downstream door and window industry. However, Mr. Cai Jianfeng, the head of the top ten high-end brands of aluminum alloy doors and windows in China, did not think so. Instead, he compared this opportunity to a major test of aluminum alloy doors and windows. Mr. Cai said that the change in the purchase policy may indicate the transformation of the property market. Because of the large inventory of the property market today, the government wants to use this action to stimulate the real estate market and reduce inventory. The huge amount of inventory indicates that the huge door and window market, which will inevitably bring fierce competition to the door and window industry, and ultimately will be able to get a big cake will be a brand enterprise with a core competitive advantage.

However, how to develop core competitiveness? This problem has become an urgent issue to be considered before many doors and windows business opportunities.

In fact, it is understood that the domestic brands of doors and windows industry, the homogeneity phenomenon is serious, such as solid-solid, Huangpai and other types of brands can be stable to the market is not much. In view of this situation, the reporter also made a detailed understanding of the general manager Cai. Mr. Cai believes that if companies want to cultivate their core competencies, they must start with differentiated competition. This is mainly reflected in three aspects:

1. unique

When embodying a brand, people are often impressed by their uniqueness. For example, Apple has attracted high-end users with its unique innovations, and KFC has used its unique services to stick to customers. To compete for differentiation, it is necessary to highlight its unique brand and make it a synonym for the brand.

Such as solid doors and windows, its unique lies in the development of European companies. The solid doors and windows are the first domestic enterprises to adopt the European and American quality standards for doors and windows. Products are uphold the concept of environmental protection and energy conservation in Europe and America, and they are noise-proof, heat-insulating, warm-keeping, etc., and the product life span is very consistent with the years of property rights in Europe and the United States. It is very durable. In terms of team building, sturdy doors and windows are fully used by European designers, and product design has won numerous international design awards. Therefore, for the consumers, the Europeanization of the company is a unique feature of building doors and windows. Because European countries have very strict standards for doors and windows, the Europeanization of companies means that the firmness of doors and windows is unique in product quality and design style.

2. Irreplaceable

As we all know, today's door and window industry has been the proliferation of cottages, the lack of product innovation. For this status quo, Mr. Cai also said that “the development of the popular market, different corporate strengths, the emergence of products can not be anticipation of the situation. Enterprises can improve their products by irreplaceable to anti-plagiarism.”

In fact, brands such as tamping doors and windows that focus on personalized construction often attract the attention of small and medium-sized enterprises. SMEs often directly take the innovations of big brand products to package their products. In this regard, most large companies are helpless, but some companies choose to invest a lot of money to counterattack plagiarism. “Each model of solid doors and windows is original, and the R&D rate of research and development of a new product every 2 months resists the above-mentioned “acquisitionism” in order to maintain the irreplaceability of products.” The reporter revealed.

According to the reporter's investigation, because the resources of small and medium-sized doors and windows are limited, the characteristics of each aspect of the product require funds to support it, and it is impossible to “finish big bucks” in capital investment. Therefore, innovations such as cemented doors and windows are also deterred by most small businesses because of their capital and manpower requirements.

3. Serviceability

In addition, product service is an important part of sales, but it is often overlooked by many companies. Today's consumers pay more and more attention to the quality of service on the basis of paying attention to product quality. Many companies are also gradually aware of this, and they are putting enough effort into the service to provide consumers with a better user experience.

However, Mr. Cai does not think that service is only this. “If windows and doors companies want to quickly achieve scale, they need to strengthen the regionalization of products, so the service is not only for the consumers, but also for the service of franchisees.” They also learned a lot about solid doors and windows and learned about some of the older dealers. Most of the dealers who had experience in joining other brands before have stated that the solid doors and windows have more advantages than other brands in franchise services, such as joining. Supporting policies, operational training and other services for franchisees are well implemented. Therefore, the company focuses on serving customers not only for consumers, but consumers and franchisees.

From the above three points, it is not difficult to see that the loosening of the property purchase restriction policy can create a huge market space for the door and window industry, but in the face of a huge corporate brand base, the larger space becomes “crowded”. Therefore, whether an enterprise can “squeeze” out a certain market share, it has to find a direction in differentiated competition and work hard on the core advantages.