Safe room business presses need to issue "standard door"

【Focus】

Wooden door industry worry-free career?

Strict real estate control policies have caused most of the furniture and building materials companies in the downstream areas of the industry to sweat.

However, some industry experts believe that new opportunities for the wooden door industry are coming. During the 12th Five-Year Plan period, the country will build 36 million sets of affordable housing, calculated on average with 5 households per door, and the demand for wooden doors for affordable housing will reach nearly 200 million. Therefore, the future market prospect of wooden doors will be considerable.

However, some people in the industry pointed out that while the wooden door companies enjoy the opportunities brought about by the huge market, they are also facing a severe test. Experts predict that hardcover houses will become the mainstream of real estate projects in the future. In cooperation with developers, only enterprises with large-scale and mass production can win the market, but at present, most wooden doors enterprises cannot achieve such a level. Therefore, the game between "standard door" and "custom door" has become a hot topic in the industry.

At the same time, the 10th China International Door Exhibition was held in Beijing last week. What trends and inspiration were brought to the market by the more than a thousand wooden door companies that had introduced new products?

How far is the wooden door from the "standard"

“Standard door” refers to a wooden door that has been mass-produced in a fixed size and style, as opposed to the “custom door” that is currently on the market. The standard door has the advantages of high quality, low price, and short delivery cycle. Although it is not new, it is not known to many consumers. Some people in the industry agree with it, but some people also reminded that the promotion of standards should be cautious. Faced with many different voices, where should the "standard door" go?

【status quo】

Standard door brand less low price

The reporter found during the home store survey that there were few brands selling standard door products. And these standard doors have not been put on special labels. If reporters do not ask the sales staff, the standard doors can hardly be distinguished because they are not different from other wooden doors in terms of appearance.

“There are indeed many manufacturers who are eager to try the production of 'standard gates', but there are not many companies that currently have such products.” Xie Chunlin, executive deputy secretary-general of the Wooden Door Professional Committee of the China Wood and Wood Products Distribution Association, introduced the current wooden door on the market. Most of them are “customized products”, which are usually produced according to the preferences of consumers and the actual size of the home. “Standard doors” are “non-customized products”. Manufacturers mass-produce a product according to a certain size and suit. , "This can reduce the company's material costs and save labor costs."

According to Wang Yongguang, chairman of Dalian Shengyou Door Industry, the cost of standard doors is nearly 30% lower than that of custom doors. Therefore, the price of the standard door in the market is usually about two-thirds of the price of the brand's customized door.

Standard doors occupy a relatively small single style

“If it is not the promotion period, our standard door sales will not exceed 20%. At the time of promotion, the highest level has reached 40%.” Wang Yongguang introduced.

During the investigation, the reporter also discovered that even in the stores selling “standard doors”, “standard doors” usually have only 1 or 2 models. Compared to more than a dozen custom products around, the “standard door” is small.

In addition, the reporter found that the standard doors are mostly based on simple and popular styles.

"For the choice of style, we usually refer to the feedback from distributors around the country, select the best-selling products for assembly line production, and produce standard doors in batches," said Kang Bonian, chairman of Sheng Xiang He Yamen.

Sales risk is difficult to market

Xie Chunlin pointed out that companies engaged in "standard door" production must have strong financial strength. He introduced that the current common custom doors are "first sales, after production," but the standard door is "first production, after sales," which will occupy a large amount of corporate funds.

While mass production reduces costs, it increases the company's inventory. This makes the "standard door" usually for the spot sales, delivery cycle is usually within a week or two, even the same day or the next day delivery installation. At the same time, it also increases the risk, because once the product sales are not good, the spot may become long-term inventory.

Consumers' acceptance is not high, forcing some companies to finally give up the "standard door." Wu Chenxi, chairman of TATA Wooden Doors, said that they had tried the "standard door" and invested several million yuan to promote it. However, they eventually failed to sell several sets, so they chose to give up.

The biggest challenge facing the promotion of “standard doors” is that the size of the openings in the building is not standard. Zhang Ren, general secretary of the China Building Decoration Association's residential decoration committee, pointed out that the door openings of different types of houses are different, so designers must measure on site and then conduct directed production. At the same time, Guo Xiaowu, expert of the Standardization Technical Committee for Products for Construction Products and Components and Accessories of the Ministry of Housing and Urban-Rural Development, pointed out that the accuracy of building construction standards is lower than the product standards, which also leads to the size of wooden doors meeting the standards, but it is not compatible with the doors.