I. Development status
Aluminum alloy doors and windows industry has now entered a comprehensive adjustment transition period. The import volume of aluminum raw materials has dropped significantly year on year, and various data also show that the aluminum alloy door and window industry has entered a new normal of production and sales. Aluminum alloy doors and windows face the coexistence of risks and opportunities. Some enterprises with poor quality, inaccurate positioning, low technical content and lack of systematic brand and marketing system are eliminated in the market, coupled with the shrinking of the real estate industry, the demand for aluminum alloy doors and windows decreases and the market shrinks. In this case, products with good quality, strong brand and excellent production will be recognized by more consumers and occupy a favorable position in the market competition.
Aluminum alloy doors and windows already have a certain market scale. According to preliminary statistics, there are more than 10,000 domestic aluminum alloy doors and windows enterprises, which are mainly distributed in large and medium-sized cities such as South China and central China, and form a primary platform for production and marketing interaction to promote the development of traditional culture, it also creates conditions for the development of aluminum alloy doors and windows. However, the shrinking market and the falling price have become an important challenge for the development of aluminum alloy doors and windows.
II. Main problems faced
1. The products in the market are relatively single, the products lack a sense of design, and even some small enterprises are unable to develop independently. Plagiarism of other products occurs frequently, which affects the development of aluminum alloy doors and windows market.
2. Aluminum alloy doors and windows are representative carriers of traditional culture, which is also one of the reasons for the rapid development of aluminum alloy doors and windows. However, in the process of development, the inheritance of traditional culture is increasingly neglected, and the sense of design and quality of products are neglected. Ordinary consumers just follow the style of aluminum alloy doors and windows and ignore the cultural connotation.
3. Although the aluminum alloy door and window market has been developed to some extent, the rules in the industry are not clear, there is no systematic management system, there is no standard learning mode, and the development is relatively disorderly.
III. Development Trend
1. Aluminum alloy doors and windows high-end positioning will attract more attention
Aluminum alloy doors and windows products are widely used and widely used. Its unique advantages determine its broad market prospects. On the premise of giving full play to its own advantages and improving problems in the process of use, high-end door and window products begin to enter consumers' sight, and consumers' demands and expectations for high-end door and window products are getting higher and higher. In 2015, the tentacles of high-end door and window products have extended to many consumers. In 2016, the market demand for doors and windows will gradually gather at the high end, and the sales volume and growth rate of high-end doors and windows products will also develop steadily.
2. The demand for personalized customization is becoming more and more obvious
According to the statistics of public media data, the total amount of customization in the domestic market has reached 600-80 billion yuan every year, and the market share in the future will increase, with unlimited market potential for customized home furnishing. In 2016, it was not only a year when China's economy bottomed out, but also a year when the bottom rebounded. The way to enter the customization of aluminum alloy doors and windows will surely bring together all kinds of elite generals.
3. The service value chain will improve the door and window industry
In the aluminum alloy door and window industry with highly homogeneous products, to distinguish the differences between enterprises, service is undoubtedly a good entry point. With the plus-sized demand for offline services on the Internet, more and more doors and windows enterprises attach importance to the introduction of services and strive to use services to drive the sales of products. At that time, the "product-driven service" model will obviously be replaced by the "service-driven product" sales model.
4. Promotion activities develop towards rationality
Under the shadow of the industry that does not promote sales, promotion seems to be a "life-saving straw" driving the development of aluminum alloy doors and windows industry ". However, with the growing maturity of consumers, it is difficult for traditional promotion methods to ignite consumers' purchasing enthusiasm. In this regard, the rational demand in promotional activities will be "awakened" again; Therefore, door and window enterprises and distributors need to treat the changes of the market and consumers more rationally, so as to promote the continuous development of the cause.
5. The "battle" of e-commerce channels is more intense.
The impact brought by the Internet to the aluminum alloy doors and windows industry is undoubtedly huge. Although there are still many imperfections in the current e-commerce mode of aluminum alloy doors and windows, however, in recent years, many aluminum alloy doors and windows enterprises have been involved in the e-commerce field either high or low. The idea of trying to reverse the war situation through the "magic" network is no longer a new thing. In 2016, in addition to the typical network marketing, the sales channels of merchants gradually diversified. The door and window industry with sales and service as its value needs will further examine its e-commerce development strategy. While e-commerce consumption returns to rationality, more enterprises will choose to use the Internet to guide offline passenger flow and maximize the publicity role of the Internet. At the same time, consumers' urgent demand for product experience also makes door and window enterprises relying on "E-Commerce tribes" begin to improve offline layout to better cope with future challenges. Therefore, the outbreak of "battle" for internet sales channels should be imminent.
6. Innovation to seek for change is still the driving force for enterprise development.
With people's in-depth understanding of the concept of "two innovations", innovation to seek for change is bound to be the "main force" for enterprises to break through the tight encirclement ". If the aluminum alloy doors and windows enterprises and doors and windows dealers in 2016 still hold the same development model and the sales thinking of "waiting for the rabbit", then the next failure will point to them directly. Nowadays, door and window enterprises urgently need some innovative "strong ships and guns" to avoid the cruel "whirlpool" of the market ". In 2016, China's aluminum alloy door and window market will enter a new stage. Every brand, manufacturer and distributor needs more subversive thinking and operation mode to "break" into a world of development, therefore, innovation to seek for change is the general trend.
7. Transformation of home decoration market
Aluminum alloy doors and windows enterprises, regardless of their scale, should devote themselves to the research and development and design of products with high quality and excellent experience. On the basis of stabilizing engineering orders, they must not "fight", we should make efforts to the home decoration market and the personalized order market. Facing the downward pressure of the economy and the high inventory of real estate, the quality of aluminum alloy doors and windows really emerged in front of the eyes of users. Under the "severe winter", miscellaneous brand products were eliminated, while services were emphasized, public praise was emphasized, aluminum alloy doors and windows enterprises that keep promises will become the mainstream.
For many aluminum alloy doors and windows enterprises, transforming the field of home decoration may be an effective way for the industry to develop in depth. However, if some links are not controlled in place, production and construction arrangements cannot be controlled efficiently, it will have serious consequences. If it is light, it will damage money, and if it is heavy, it will destroy the brand.
