Door and window market cold business or loss of hope diversification adjustment

It is learnt that the regulation of the property market has had an unavoidable impact on the doors and windows market, and now the cost of the industry is increasing, and profits have begun to decline. The reporter recently visited a number of doors and windows market in Chengdu and found that compared with previous years, consumers are “only asking people who don’t buy or see to buy more”. It is worth noting that the “outfall” in the doors and windows industry has continued to emerge, even affecting the country’s famous window and door stores. At the same time, some doors and windows stores have even closed down.

Over 40% of businesses are losing money

In 2009, with the “sales craze” and the active promotion of infrastructure construction in the property market, a large number of door and window dealers sprung up. However, by the second half of 2011, after experiencing a period of rapid development, with the regulation of the property market, door and window dealers have to face the pain of the management industry brought about by contraction. The reporter learned from a distributor of Sichuan, a well-known solid wood door and window brand in Sichuan, that the overall performance of the brand in the first half of this year has fallen by about 40%. Even if it increases the number of appearances, the overall performance is lower than before. “In the first half of the year, we can only break even in one month, and we basically lose money in the rest of the month. In the window and door industry, major brands are generally facing downward pressure on sales. It is estimated that more than 40% of the businesses are operating at a loss.”

In fact, sales are shrinking not just cases. It is understood that. Since the beginning of 2012, the performance of some large-scale distributors has declined to varying degrees, with the largest decline even exceeding 50%. "Real estate regulation has brought shocks to the immediate cause. Faced with this reality, many branded merchants' development plans have been temporarily suspended." Insiders told reporters.

Some stores started to switch

“I concluded that the development of the door and window industry has experienced three stages of saving money, making money, and earning money. Now it is losing money. No matter how much you pay, it may not be able to achieve balance. Generally speaking, the development of the industry Three to five years, there will be a trough period, but now the impact of real estate regulation is the most direct. "Ping Chi wood market officials told reporters.

“The real change was from July of the second half of last year. In fact, many people had expectations of the market situation, but did not expect to come so quickly.” Another dealer who sells windows and doors told reporters that in July last year, After that, the company's orders began to decrease substantially.

The reporter found that in the decoration industry, some decoration companies have been forced to reduce their operating costs due to shrinking business and rising costs, but even this will not escape the fate of losses. “The home improvement industry is better, there is no problem with product inventory, but the window and door industry is not so lucky.” A person in charge of the decoration company told reporters that the overall performance of its stores in the first half of the year fell by about 30%, even in the sales season, Also because of fierce market competition won't gain too much benefit. “It feels that the industry is now fluctuating and companies are rushing for customers.” Tang Ruilin, of nature's doors and windows, told reporters.

In the interview, the reporter also learned that some of the very popular, door-to-door outlets that require acquaintances and relationships to find a presence, now have many “empty shops”, and a new store in the red archway business circle, although not open Half a year, but now it is preparing to change.

Diversification adjustment or breaking key

A large door and window store market management personnel told reporters that, for example, their stores, initially estimated that there are currently 30% of the businesses in the low-profit, 50% of businesses are in a state of loss, 20% of the business supply and marketing can be basically the same.

"We paid more and received less. In the first half of this year, we made a lot of adjustments. It's hard to be basically the same, but nobody knows in the future.

Now many brands develop more cautiously, and it should be right to take a firm step. "The person in charge of a bedroom (decoration renderings) brand that developed well in Chengdu analyzed with reporters that inefficient store companies can actually consider closing another route.

Although the market is not clear, the market outlook looks less optimistic, but many doors and windows companies still resort to every solution, and strive to stimulate sales growth. The reporters visited several doors and windows companies and discovered that many brands have made positive adjustments in their products this year: on the one hand, they are on the high end and develop new products; on the other hand, they have introduced high-end, mid-to-low-end products with relatively high cost performance. Low-end consumer distance.

“The diversified adjustment of the doors and windows industry is obviously to meet the market demand.” An industry veteran told reporters that the current small-sized apartment in Chengdu (decoration renderings) just needed real estate to sell well, while the affordable housing audience is mainly relatively low In order to cater to the needs of this segment of customers, the income groups have targeted and adjusted more and more companies, which is necessary or critical for the future.