Model steel door enterprise why are difficult
"Chinese model steel profile in the lower product quality appear generally low level of price competition, and to the survival and development of industry lies a tremendous crisis. The crisis if sustainable development will cause the entire industry, also be unable to participate in international competition". On November 22 at the China model steel profile industry development summit conference, domestic main model steel profile production enterprise conch, real moral character, bosoar etc enterprise called on, China model steel profile industry is faced with a difficult choice, should be from the simple as soon as possible price competition in the technology transfer competition, from blind to pursue benefit of the scale expansion of ascension to change.
Model steel market competition excessive
According to information, it is estimated that by 2010, China’s urban per capita housing construction area will reach 30 square meters. The housing construction area need to add about 3.5 billion square meters, more than 1 billion square meters of the doors and Windows need a year on average, new 150 million square meters.Investigation shows, urban residents existing housing construction area of about 9 billion square meters, each year about 10% of the choice to the existing housing family decoration. On the one hand, to bring the doors and Windows need about 120 million square meters.
Above two together, years demand for windows and doors in 370 million square metre. Faced with such a huge market, and the government of building energy requirements and the improvement of the technology of window of model steel door, will make in the next door window of model steel market occupies more important role. But from the production enterprise, building materials market survey, the present products in the scale of the lack of rational control, resulting in a large manufacturers of the blind expansion, with the help of the obvious situation, model steel profile doors and Windows enters into the small profit ranks. Facing upstream and downstream raw material prices squeezing out the real estate business profits, although some small and medium-sized enterprise product quality technology and processing equipment is complete, but facing the present situation of survival situation.
The expert points out, the influence of the development of window of model steel door is just window of model steel door. In recent years, as the regional market rapidly occupation, dealers contentions each other, especially in the field of real estate market, plastic doors and Windows of the enterprise competition gradually turned to give priority to price competition of the low level competition, make industry’s survival and development lies a tremendous crisis.
Model steel enterprise faces four big challenges
Seminar, construction ministry policy research center issued a "2005-2007 year China model steel profile industry survey research and consulting report", this is the first in China about the research of the development of the industry of the report. Experts point out that, China’s tech market is facing competition excessive, distribution channel a single, the customer oriented too popular and enterprise management, and other aspects of the weak challenges, it is imperative to have consolidation in the industry.
The report shows that, at present,China’s model steel profile market is the reality of serious supply. Model steel profile industry’s annual production capacity of more than 3 million tons, and of window of model steel door annual production capacity is more than 300 million square meters, the production is still on a new round of expansion. Excessive competition in the condition, reduce the quality of the product price war with low levels of domestic model steel profile market, technological innovation and application of new technologies are many domestic enterprises to ignore. At the same time, foreign enterprise is through the custom products, expand distribution channels and other means to more domestic blank market. Domestic model steel profile enterprise it is were hit with a double whammy.
In addition, the domestic tech enterprise at the distribution model is still tend to choose distributor, through the construction engineering, doors, Windows, assembly plant, exhibition, etc the traditional channel sales products, only a few enterprise through the specialty stores, home building materials such as chain modern channel sales, the single channel directly restricts sales growth. And foreign enterprise is in the modern sales channels, but also try to franchise and more close to the target audience of the marketing channel mode.
At the same time, most of the domestic enterprise product positioning also too onefold, is still popular, for all customers. In fact, this market segment of customer group, it is clear that the price, product, purchase of channels and brand image, and other aspects of the sensitivity was very big difference, the individual requirements of products is growing by. In addition, how to strengthen the enterprise operation management ability, reduce the production, storage and transportation cost, it is the domestic enterprises are facing the problem.
Brand new channel is technology
There is concern that the model steel profile doors and Windows manufacturing enterprise in facilities basic consistent, lead to enterprise product homogeneity between tendency obvious. The expert points out, the future development of the technology of model steel profile door window should be closely around the market differentiation strategy for different market needs to provide targeted products. At present, the family is decorated in the consumer the personalized needs of door window product is growing up, such as colour, modelling the attention of significantly better. Investigation shows, more than 40% of consumers expressed concern about the Windows and doors of choose and buy, the family decorate tonal organic collocation.
The lack of window of model steel door, not form a brand of window of model steel door system as well as the complete door and window system concept of present situation, has become the main model steel profile and doors and Windows products industry development, and restrict the real estate industry to enhance the quality of the whole house bottleneck. This expert thinks, tech enterprise brand construction essence is the transformation of the notion of, most of the enterprise is still in the basis of do a project, the enterprise is often with interpersonal relationship and the price and get engineering projects. Investigation shows, the demand of window of model steel door is shift objects, from construction use party development direction. This needs model steel profile doors and Windows enterprise change ideas, aimed at the consumer’s brand in education.
Window of model steel door, the assembly, the installation from profiles to service is becoming a professional process, the enterprise channel strategy put forward new challenges. Experts think, tech industry channel change will mainly specialized in around, how to more closer and closer to consumers for consumers to provide more perfect service become the key problems of the test model steel enterprises. At present, China model steel profile and door window industry has entered a stage of integration, technology, brand, channel will be the new promote the development of the industry.
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