The door and window industry has entered the adjus

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Door and window enterprises have to solve problems before they can form their own and together central competitiveness

under the influence of real estate regulation, the development of China's door and window enterprises has encountered certain obstacles. Investors in door and window enterprises were forced to return to rationality, and the operation entered a phased adjustment period. Facing the fierce competition in domestic door and window shopping malls, door and window enterprises must first solve the problem if they want to form their own and together central competitiveness

in recent years, there has been a big variable in the first and second tier shopping malls, that is, the terminal transformation, which uses a strong sales network to block the whole channel, exerting great pressure on the door and window brands in the whole operation. At this point, the expansion cost of first-line shopping malls has increased. Because the existing brands of first-line shopping malls can not be compared in terms of quality or network location, the situation faced by new brands is unprecedented severe, and the expansion of shopping malls must be limited. There is not much time left for new brands to seize the first-line shopping malls

the international brand orientation of high-end shopping malls is difficult to shake. Limited by purchasing power, the number of consumer groups will converge at the top of the pyramid. Many domestic first-line brands have also opened flagship store projects in provincial malls. International first-line brands and domestic first-line and second-line brands have monopolized China's first-line malls of building materials, doors and windows. The person in charge of Fangyuan wood products store believes that now the first-line store is a national brand. For domestic brands, the first-line store is not only an opportunity, but also a fraud, or even a no return

brand characteristics of low-end shopping malls: low technical content and severe product homogenization; Brand building has just started, and the brand road and communication methods are the same; The full sale network is created, the channel resources are repeatedly used, and the brands' control over the terminal is not strong; The low price strategy triggered an endless price war, and the participants were all hurt, and the competition became increasingly heated

at the communication level, door and window brands have gone from selling "decoration materials" to selling "tricks", to buying "environmental protection" and "technology", to now selling "taste and civilization", which reflects the superiority of the brand everywhere. In the financial storm, some enterprises that expand irrationally and earn short-term benefits will withdraw from the market. This year, even in the more lasting future, the proportion of shopping malls will converge with some enterprises that attach importance to handling, have healthy finances and excellent operations, forming a pattern of "February 8th rules"

the product concept of door and window operation is catching up like a wind. There is a heat insulation and intelligent heat in the product mall, and various brands have launched intelligent concept products in disorder; With the resurgence of archaism and the rise of the trend of imitating wood and metal, door and window enterprises are holding high the product concept banner of wood grain doors and metal doors in disorder to publicize their brand ideas. The whole door and window shopping mall is immersed in the concept of product homogeneity




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