In recent years, with the deepening of the blanks in the rough house, the door has become an essential choice for the consumers of the rough house, and the wooden door industry has received more and more attention. To decorate a two-bedroom apartment of more than 100 square meters, at least two sets of bedroom doors, one set of kitchen doors, and at least one set of bathroom doors are required. The industry estimates that the door consumption accounts for about 18% of the entire decoration cost. According to industry estimates, there are more than 100 million square meters of wooden door potential market every year. Huge market demand has driven supply, and wooden door manufacturers have grown rapidly, with a wide variety of products, and the market brand is dazzling.
The reporter walked along the Zhengzhou Road Phoenix City building materials store along the way, the store is lined up, many businesses also run wooden doors, sliding doors, folding doors and other types of interior doors. According to statistics, in 2007, wooden doors accounted for 50% of the entire door industry market, and the second is the metal door as a security door, accounting for nearly 20%. According to Qiao Dong, the director of Phoenix City's famous building materials home market operation, there are hundreds of merchants in Zhengzhou's door industry market, 60% to 70% concentrated in the door industry hypermarket in Zhengyi Road, involving more than 50 brands. In a store specializing in wooden doors, the reporter saw a pine solid wood door and marked "special price 190 yuan."
Ms. Zhang, who is purchasing the interior door at the Phoenix Gate Store, said: "How to choose? Look at the election, look at the label, compare the price, ask the sales staff of the store, the professional identification method is really unclear." Most of the price tags in the store are only the price and materials. A few brands can provide the cross-section samples of the wooden doors. When the reporter asked about the formaldehyde content and the glue used, most of the sales staff could not provide the exact answer. Environmental protection, rest assured," answer. An industry insider analyzed that the quality and price of the door have a great relationship with the selected wood species. There is no difference in the surface workmanship. Some low-priced wooden doors may have problems in actual use.
It is understood that such as "composite door" has the theory of process compounding and material compounding. As far as materials are concerned, different wood varieties are not very "inline" and difficult to distinguish; for the craft, the interior of the wooden door is a multi-layer solid wood or a solid wood grid, or a keel frame, which is not visible from the appearance. In addition, the difference in skinning is also a cause of the spread.
China is the world's largest wooden door manufacturing center and the largest wooden door consumer market. According to statistics in 2007, the total value of the wooden door industry reached 40 billion yuan, while the number of enterprises with a total production of more than 100 million yuan was very few. From the data point of view, the wooden door industry is developing rapidly, and huge market cakes are divided by many large and small businesses. According to industry insiders, although there are many selling doors in the market, the door industry market is still not mature. "On the one hand, the brand awareness of wooden door consumption is not strong, on the other hand, it is manifested in the irregularity of the wooden door market." The company's designers say.
Question 1: The product is mixed. It is understood that from August 1, 2006, the country has officially implemented the "China Wooden Door Industry Standard." According to the standard requirements, the wooden door manufacturer should mark the product specifications, production date, serial number, and whether the material used is solid wood door or 100% solid wood door, as well as the glue and formaldehyde content used. For the combination materials such as density fiberboard, plywood, adhesives and other toxic and hazardous substances in wooden doors, the regulations state that the national standard for formaldehyde in wood-based decorative materials and their products must be observed.
In the consumer market, the reporter found that many product labels in the door industry are unclear, most of which only indicate the price and material, while the "standard" requires a significant position clearly marked formaldehyde content, production date, whether it is 100% solid wood door I have not explained it. For example, the product is also called “solid wood composite doorâ€, and the price is more than 1,000 yuan, more than 3,000 yuan, and more than 5,000 yuan. When the reporter asked the difference between the 3,000-odd and the 5,000-odd sample door, which was called the “solid wood composite doorâ€, the store staff replied: “The craftsmanship is different, and the expensive ones are suitable for European style. Complex, simple and cheap, suitable for the general modern home style." While asking for the section of the door sample, formaldehyde emission, etc., the store staff did not know, the profile samples could not be provided.
Zhang Pengbo, design director of Beijing Longfa Decoration Co., revealed that most of the home improvement consumers on the market currently choose products according to some advertisements. Most of the types, materials and colors of the doors are not well understood, and the sales staff has a mouth. 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 cannot be judged by the senses alone, it is difficult for the professionals to distinguish the difference of the wood species, let alone the ordinary consumers. . For example, the same door panel of the same decorative panel, the materials used inside are different, the price may vary by hundreds or even thousands.
Question 2: The brand is relatively chaotic. According to industry insiders, the increasing capacity of the door industry market has spawned many large and small wooden door enterprises that have “suddenly emergedâ€, each fighting for it, resulting in a mixed situation. Due to the low entry threshold of the market, most of the current production enterprises are non-pipelined and non-scale production. In some local markets, the sales of small stores are not able to examine their qualifications. The price is as low as 200 yuan per fan, which disrupts the formal door. Industry market.
In the opinion of some insiders, the production process of this kind of wooden door is relatively simple, and there is not much technical content. In addition, the degree of homogenization of wooden doors is quite high, the threshold of the whole industry is low, and more than a dozen people can produce, which also gave birth to More and more wooden door manufacturers. In addition to some unqualified small workshops to compete for market cakes, there are also some companies that originally produced other products actively involved. According to industry insiders, if you can make furniture, you can use existing equipment to produce wooden doors with a few more steps. In the past two years, the integration wind of the home improvement company has also been scraped into the wooden door field. Some furniture and flooring companies have turned into the wooden door industry due to fierce competition and other reasons, which has led to an increase in the number of new wooden door production enterprises. For example, there are more than 200 merchants operating wood flooring in the Phoenix store, and there are only dozens of door businesses. Professionals pointed out that in the domestic market, the lack of brand status and low production capacity have also become a stumbling block to the door industry to become bigger and stronger, and at the same time, seriously disrupted the consumer's audio-visual.
Overall, the wooden door enterprises are small in scale, low in mechanization, relatively low in staff quality and production efficiency, and relatively homogeneous in product homogeneity. Industry insiders concluded that the competition in the wooden door industry is ultimately the competition of brands, competition of channels and after-sales service. Brands are the focus of consumers and the core of their survival and development.
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