The market price of the door industry is cluttered with the market

According to rough estimates by industry insiders, there are more than 100 million square meters of wooden doors in the country each year. The huge market demand has stimulated the supply. Wooden door manufacturers have mushroomed like mushrooms. The variety of products is dazzling and the market brands are dazzling.

Door industry market price confusion

The reporter walked along the Zhengzhou Road Phoenix City building materials store, and the stores were numerous. Many merchants concurrently operated wooden doors, sliding doors, folding doors and other kinds of interior doors. According to statistics, in 2007, wooden doors accounted for 50% of the entire market, and the second was metal doors as security doors, accounting for nearly 20%. According to Qiao Dong, director of Phoenix City's well-known building materials home furnishing market, there are hundreds of merchants in the door industry in Zhengzhou, and 60% to 70% of them are concentrated in the supermarkets of the door industry along the Zhenglu Road, involving more than 50 brands. In a franchised wooden door shop, the reporter saw a pine wood door marked "Special 190 yuan."

Ms. Zhang, who is currently purchasing interior doors at the Phoenix Gate Stores, said: “How to choose? Look at the elections, look at the labels, compare the prices, and ask the sales staff. The professional authentication method is not clear.” The reporter gazed at the selection. Most of the price tags in the stores are only price and materials. A few brands can provide cross-section samples of wooden doors. When a reporter asks about the content of formaldehyde and the gluing materials used, most of the sales staff cannot provide an exact answer. Environmental protection, rest assured, "answer. According to an industry analyst, the quality and price of the door are highly related to the selected wood species. There is no difference in workmanship on the surface. Some wooden doors with low prices may cause problems in the actual use process.

It is understood that such as "composite door" there is a theory of compound and composite materials. In terms of materials, different wood species are not very “inner” and it is difficult to distinguish; for the craft, the interior of the wooden door is a multi-layered solid wood or solid wood grid, or a keel frame, which cannot be seen from the outside. In addition, the difference in veneer is one of the reasons for the spread.

Wooden door industry faces the contradiction between big market and small brand

China is the world's largest wood door manufacturing center and the largest wooden door consumer market. Statistics for 2007 show that the total value of the wooden door industry has reached 40 billion yuan, while the number of companies with a total production of over 100 million yuan has been very few. From the data point of view, the wooden door industry has developed rapidly, and huge market cakes have been eaten by many large and small businesses. According to industry sources, although there are a lot of sales on the market, the market for the door industry is not yet mature. “On the one hand, brand awareness in wooden doors is not strong; on the other hand, it is not standardized in the wooden door market.” A decoration The company’s designer said.

Question 1: The products are mixed. It is understood that from August 1, 2006, the state officially implemented the "Chinese Wood Door Industry Standard." Standard requirements, wooden door production companies should be marked in a prominent position product specifications, production date, number, material used is the process of solid wood doors or 100% solid wood doors, as well as the use of glulam, formaldehyde content. For the composite materials in wooden doors such as density fiberboard, plywood, adhesives and other toxic and hazardous substances, the regulations point out that it must comply with the State's “Standard for Formaldehyde Limits in Interior Decoration Materials, Artificial Panels and Products”.

In the consumer market, the reporter found that many product labels in the market are unclear. Most of them only indicate prices and materials. The formaldehyde content, production date, and 100% solid wood door are required in the “standards” to be clearly marked. No explanation is given. If the product is also called "solid wood composite door," the price is more than 1,000 yuan, more than 3,000 yuan, more than 5,000 yuan. When the reporter asked the shopperson about the difference between a 3,000-variable sample door and a 5,000-variety sample door called "solid wood composite door," the store's staff answered: "The craftsmanship is different, some of them are more suitable for European style, and the carving process requires. Complex, simple lines and cheaper, suitable for the general modern home style.” And when asking for door profile samples, formaldehyde emission, etc., the store staff is not clear, profile samples can not be provided.

According to Zhang Bobo, design director of Beijing Longfa Decoration Co., currently the home improvement consumers on the market mostly choose products based on some advertisements. Most of them do not understand the type, material, and color of the door, and many rely on salespersons. In the consumption of the door, because the consumer does not understand the professional knowledge, and the product difference between the door and the door itself can not be judged entirely by senses, for the difference of wood species, professionals are difficult to distinguish, not to mention ordinary consumers . For example, the outer surface of the same decorative panel, the material used inside is different, the price may be a few hundred dollars or even thousands of dollars.

Question 2: The brand is relatively confusing. According to industry sources, the ever-increasing market capacity of the door industry has spawned many large and small wooden door companies that have “brightly emerged” and are fighting each other, creating a mixed situation. Because the market entry threshold is low, most of the current production enterprises are mostly non-flowing and non-scaled production. Some domestic small-door shops sell doors that have no way of studying their qualifications. The price is as low as 200 yuan per fan, disrupting the regular doors. Industry market.

In the opinion of some people in the industry, the production process of wooden doors is relatively simple and there is no much technical content; in addition, the degree of homogenization of wooden doors is quite high, the threshold of the entire industry is relatively low, and more than a dozen people can carry out production. This has also given birth to More and more wooden door manufacturers. In addition to some unqualified small workshops competing for market cakes, there are also some companies that originally produced other products actively involved. According to industry sources, if you can make furniture, you can use existing equipment to produce wooden doors with a few more processes. In the last two years, the integration of home improvement companies has also spurned the field of wood doors. Some furniture and floor companies have turned to the wooden door industry due to fierce competition and other reasons, and the number of wooden door manufacturers newly put into production has continued to increase. For example, there are more than 200 merchants operating wood floors in Phoenix stores, and there are only dozens of companies in the door industry. Professionals pointed out that in the country, the lack of brand status and low production capacity of the door industry has also become a stumbling block to preventing the industry from becoming bigger and stronger. At the same time, it seriously disrupts the consumer's audiovisual.

On the whole, wooden doors are small in scale, low in mechanization, relatively low in staff quality and production efficiency, and relatively homogenous in product quality. The industry insiders conclude that the competition in the wooden door industry is, in the final analysis, the competition of brands, the competition of channels, and the competition of after-sales services. Brands are the focus of consumers and the core of their survival and development.