Selling points are the key to winning the market for doors and windows

At present, domestic small and medium sized doors and windows enterprises are basically in a state of being squeezed on both sides. On the one hand, it is its own pressure. Most of the small and medium-sized gate enterprises are relatively backward in the production process, and are still semi-manual and semi-artificial workshop-style business models. The production of non-standard parts causes the instability of product quality and allows this part of the company to operate in the market. Difficulty; On the other hand, the local government policy is fully supported by the initial investment promotion to the inward-moving enterprises with high technological content, environmental protection, and high productivity. The addition of foreign companies brings not only advanced productivity but also advanced markets. Marketing concepts and competitive strategies have further exacerbated the operational difficulties of small and medium-sized portals.

In order to occupy a part of the market, medium and small gate enterprises have to adopt low-price competition to maintain the survival of the enterprise. However, with the improvement of people's living standards, the demand for high-quality products is increasing. Simply relying on low-price competition has made it difficult to attract customers' attention. If small and medium-sized gate enterprises want to break through and gain new life, they must change their thinking and give full play to their local advantages.

Paying attention to service, market segment selling point is the most critical factor for the product to win the market, only the market development around the selling point will achieve good results. For local small and medium gate enterprises, humanized services will be the biggest selling point. Different from other household products, door and window products are more delicate in size. Therefore, consumers who buy doors and windows not only value the quality of doors and windows, but also value the after-sales service of products. Small and medium-sized gate enterprises should seize the needs of consumers and work hard on humanized services.

No matter what products can not fully meet the needs of each consumer, as a producer of products, only the market segments, identify their own customer groups in order to gain a foothold in the fierce market. For example, in the past few years, the world’s two major cola markets in China were the best examples. From 2002 to 2005, Coca-Cola and PepsiCo launched fierce competition in the Chinese market. After entering the Chinese market, Pepsi Cola occupied most of China’s market share in a short period of time. The reason lies in the "market segmentation." While Coca-Cola still believes that its market is doing well and its market position is irreplaceable, Pepsi has focused its attention on a new generation of young people and has sloganed "a new generation of choices." Liwei Door Industry believes that it is precisely because of Pepsi's clear market positioning of “young people” that it is possible to generate a one-sided sales trend in a very short period of time. For small and medium-sized doors and windows, market segmentation is even more important. If the hard conditions such as production process and national policy orientation cannot be changed, identifying the target customers will become the lifeline of small and medium-sized gate enterprises.

Improve the technical level and provide diversified services Li Weimen's marketing manager once said: “Now the doors and windows products require the installation services of manufacturers or distributors, but sometimes the on-site service will bring some inconvenience to consumers. If we The products can simplify the installation process. If several operations can be completed by the customer, they may gain more market share.” In fact, what the manager said is technological innovation. Innovation is even more important for small and medium sized doors and windows companies. Only innovative technology is the foundation for development. Diversified services have greater competitive advantages for local small and medium-sized doors and windows enterprises. Production + belt + independent development, a diversified production model can better meet the needs of consumers with special requirements.

People-oriented, create a commercial community to keep people's salary, keep feelings, keep the future. Within the company, employees must be motivated by advanced and positive corporate philosophy. Outside the enterprise, create a community of small and medium gate enterprises and businesses to jointly resist market risks. Local small and medium-sized doors and windows enterprises should make full use of the role of the business district and enhance the competitiveness of local enterprises in order to continue to grow.