Interpretation: The competition of the brand war terminal in the Chinese wooden door industry

After nearly 10 years of development, the wooden door industry has matured, and well-known regional brands have emerged. However, the competition for “terminals and channels” has also begun to fierce. Regional brands have emerged. The professional organization of the wooden door industry, the China Timber Distribution Association's wooden door professional committee, started to develop and publish the wooden door industry standards, which is conducive to industry norms, and regional brands have begun to appear, but all this has followed and is even more intense. Market competition.

Taking the Liaoning market as an example, Liaoning, as an important wood door production base in the Northeast, has achieved good results in innovation and development in recent years. This shows that the production of wooden doors in Liaoning Province has reached the domestic advanced level in terms of the level of technology and style design. The corporate brand's radiation power has also begun to increase. Of course, the "big seas will be washed out of the sand and will not retreat," and so is the brand economy. Brand is a manifestation, it is an incentive, but also a warning to their own, only better, in order to make themselves in the industry competition in an invincible position. How the wooden door industry competes in the terminal market is currently very important. How to occupy the market with regional advantages? Then, with the regional brands, how do you take advantage of the brand to occupy the market?

According to the market, wooden doors in Liaoning province are still dominated by brands in the province, especially local brands. After all, provincial brands have obvious advantages over foreign brands in terms of delivery, after-sales service and even price. However, companies should also clearly see that offensive forces of foreign brands are very fierce, and some occupy a considerable part of the local market share with their unique design styles and product features. At the present stage, the market for the door industry has a relatively high degree of marketization. “Hundred flowers flourish, and a hundred schools of thought contend”. Which one wants to be absolutely dominant and monopolize the market is impossible, but how to occupy more market share and allow more consumers to recognize Products, but each company is never done homework.

Looking at the real estate situation in the province, overall, the opportunity is still greater than the pressure. First of all, the policy of continuing to promote the development of the western region, rejuvenating the old industrial bases in the northeast, etc. will continue to deepen. The northeastern region must speed up industrial restructuring and the urban real estate investment plan is still growing. Although the revitalization of the Northeast is not a "New Deal", this "Eleventh Five-Year Plan" and the government work report were once again put forward. It is still a good news for the development of Liaoning. This shows that the country's policy tilt toward the Northeast will directly promote the development of the province's economy. With favorable policies and the “Eleventh Five-Year Plan” of each city in the province, the prospects for the real estate industry that provides opportunities for the wooden doors industry can be seen as promising. This great environment will also create a good opportunity for the brand of the wooden door area.

A few days ago, after discussions with people in the industry and understanding of the market, it was learned that many of the wooden door companies' strategies are mainly based on the city they are located in and are radiating to other prefecture-level cities. Wooden door enterprises in the city are generally based on their own stores, the company has its own store to help companies more intuitive understanding of the market direction. The prefecture-level cities are mainly represented by agency stores, and local cities are selected to make good product positioning because the consumption level of each city is not the same. In the county-level cities below the prefecture level, companies have almost no points. In addition, apart from brands, there is a large part of competition in regional brand sales that comes from non-brand competition. Non-brand competition is mainly price.

Regardless of whether the industry standards have been implemented, brand competition and non-brand competition will exist. The fundamental solution to this problem lies in the cultivation of consumer concepts. The competition between brands, effective promotion and promotion is the main part of it, “Wine is also afraid of deep alley”, using local media to allow consumers to recognize the brand's advantages, or advertised next to the new real estate, or to expand the group purchase Sales volume, to improve the service to solve consumer worries, the product is sold to the decoration company and so on.

While satisfying the needs of the provincial market, some enterprises in this province have also set their sights on other cities in the country. Like the Tianhe, the store opened in Beijing, Changchun, and other places, and did a great job. At the same time, many manufacturers exhibited in Beijing also demonstrated the ambitions of the province's wooden door entrepreneurs to go out and explore the market. In fact, wood doors in Liaoning province have certain advantages in terms of material sources, product texture, and process design. However, compared to the highly marketized and active ideas of Guangdong and Fujian coastal areas, the province’s pace is still a little smaller. There are still shortages in marketing strategies and business models. How to combine the advantages of both the North and the South organically, so that the corporate benefits can be maximized, and the overall competitiveness of the enterprise is improved. The Liaoning wooden door industry is a long way to go.