"Doors and windows are a big market, which can be used in both rough houses, hardcover houses and second-hand housing decoration and renovation." Recently, a person in charge of a system door and window brand store told the reporter of China Business News.
Related the report shows that the demand of door and window market in our country is more than 0.5 billion square meters per year, and it will still grow at an annual rate of 11% in the future. Future door and window engineering project market and home decoration old window renewal market prospect is broad.
Facing the potential demand of the door and window market, on one side, many customized home furnishing enterprises aim at this track and compete to launch door and window brands, on the other side, there is also a development strategy for custom home furnishing enterprises that first enter the door and window industry to gradually shrink the door and window business.
What are the rising business growth points in the door and window industry that makes customized home brands "love and hate? What are the difficulties of cross-border operation hidden behind?
01
potential of door and window market
Public information shows that since the 1990 s, bridge-cutoff aluminum alloy doors and windows and aluminum clad wood doors and windows have developed rapidly in China's door and window market due to their good comprehensive performance, especially Bridge-cutoff aluminum alloy doors and windows, with their thermal insulation, sound insulation, beauty, diversity, the advantages such as wide application range have become the mainstream products in China's system door and window market.
Referring to the 2021~2022 analysis report on the research and development of China's door and window curtain wall industry released by China curtain wall Network, the total output value of China's building door and window curtain wall industry in 2021 is close to 700 billion yuan, it has maintained the trend of sustained and steady growth since 2017.
From the enterprise level, among the listed and planned companies in the door and window industry, Beijing Jiayu door and window curtain wall Co., Ltd. (300117.SZ) specializes in the production, construction and retail of energy-saving door and window curtain wall products, however, Harbin senying window Industry Co., Ltd. (hereinafter referred to as "senying window industry") takes energy saving aluminium wraping wooden window as its main business, and its operating income mainly comes from selling energy saving aluminium wraping wooden window.
The reporter noticed that senying window industry planned to issue and list on the gem and was approved at the municipal Party committee meeting on March 17. The current review status is "submit for Registration". In addition, Guangdong huangpai custom home Group Co., Ltd. (hereinafter referred to as "huangpai home") also pre-disclosed the prospectus on April 21 and planned to be listed on the main board of Shenzhen Stock Exchange, its main products are system doors and windows products with bridge-cutoff aluminum alloy as the main profile.
Based on the annual report and prospectus issued by the above-mentioned enterprises, in the domestic system door and window market, the sales channels can be mainly divided into distributors, direct stores and bulk business channels.
The royal family is disclosed in the prospectus, and the dealer model is the most important sales model of the company. From 2019 to 2021, the main business income of huangpai home was 0.76 billion yuan, 0.777 billion yuan and 0.995 billion yuan respectively, among which the income of distributor model accounted for 99.49% of the main business income respectively, 99.55% and 99.91%.
Different from the sales model of royal household, senying window industry achieved 0.722 billion yuan, 0.826 billion yuan and 0.94 billion yuan of main business income from 2019 to 2021, the proportion of bulk business income to main business income is 60.52%, 65.65% and 56.27% respectively.
According to the data disclosed by senying window industry, in 2021, the income proportion of the enterprise's bulk business model and the distributor model changed greatly. In this regard, senying window industry also explained in the prospectus that with the weakening of the impact of the epidemic and the strengthening of advertising efforts, the demand for home decoration of end consumers was released, and the optimization effect of superimposed dealer team appeared, the revenue of the company's distributor model has increased significantly compared with last year.
In recent years, the revenue growth of royal household and Eagle Window industry in dealer mode also reflects the change of terminal demand in door and window industry to some extent. Recently, the reporter also visited a number of doors and windows stores on the spot to understand the source and main needs of end customers under the dealer mode.
Mr. Wang, the head of the system doors and windows brand store, told the reporter, "We have several channels, such as entering the main material Hall in cooperation with the decoration company, the natural customers entering the store in the store, and the customers introduced by other material suppliers in the mall, online customers are also sent to offline stores through short video platforms to purchase."
in Mr. Wang's view, doors and windows are a big market. Whether it is a rough house, a hardcover house, or a second-hand house decoration and renovation, there will be demand. At the same time, Ms. Wu, the sales consultant of doors and windows brand, focused on the demand of hardcover house owners for doors and windows in recent years.
"Most hardcover rooms do not close the balcony. Some owners choose to close the window of the balcony and tear down the sliding door between the balcony and the living room, taking into account the requirements of safety, dust prevention and noise prevention, so that the balcony becomes an indoor space, washing machines, desks, etc. can be placed, and the balcony becomes transparent to the living room." Ms. Wu said.
02
"Cross-border" operation is not easy
Multiple Terminal salesmen the staff described the demand for doors and windows of hardcover room renovation and second-hand house decoration to the reporter, and the relevant research report also discussed the potential demand of the door and window industry.
Referring to the 2021~2022 analysis report on the research and development of china's door and window curtain wall industry released by china curtain wall network, at present, the demand of china's door and window market is more than 0.5 billion square meters per year, it is equivalent to the usage of 4 European markets and will still increase at an annual rate of 11% in the future. Future door and window engineering project market and home decoration old window renewal market prospect is broad.
Facing the potential demand of the door and window market, many customized home brands are also aiming at this track. Sofia home furnishing Co., Ltd. (hereinafter referred to as "Sofia") officially released the brand of "Sofia doors and windows" recently and entered the door and window industry.
According to Sophia's introduction, Sofia has launched an integrated solution of "door wall windows", which will start with the three engines of "software, products and stores" to adapt to product models in various business scenarios, covers multiple home spaces.
In addition, Shengxiang group also released a high-end door and window brand-Shengxiang music house door and window, including three categories of intelligent system door, intelligent system window and system Sunshine Room.
Different from the brands mentioned above in the recent "cross-border" door and window industry, Guangzhou snimay home furnishing Co., Ltd. (hereinafter referred to as "snimay"), which operated door and window business earlier however, the development strategy of gradually shrinking the aluminum alloy doors and windows business is adopted.
The reporter noticed that snimay revealed in the prospectus disclosed in June that from 2019 to 2021, the sales revenue of aluminum alloy doors and windows of the company accounted for 4.72%, 4.4% and 2.41% of the main business revenue respectively, the proportion gradually declined.
In this regard, snimay also explained, "due to the lack of synergy between aluminum alloy doors and windows and panel furniture business lines such as customized wardrobes and cabinets, the operation scale is small and does not have scale, and the main raw materials such as aluminum, glass and other market prices are highly volatile, and the company adopts the development strategy of gradually shrinking the aluminum alloy doors and windows business."
facing the door and window market, different home brands present different business development rhythms, which also hides the difficulties of cross-border operation.
Ms. Wu told the reporter, "it is difficult for home brands to make doors and windows. A fully automatic production workshop needs to introduce production equipment and technology, which also involves capital investment.
For consumers, to purchase doors and windows, you can first understand whether the brand has its own production base and workshop. Sometimes the store hangs one brand, but the home installation is another brand, and it is difficult for consumers to distinguish it."
the reporter noticed that senying window industry mentioned the capital barrier to enter the industry in the prospectus, which is reflected in that the energy saving aluminium wraping wooden window industry is a capital-intensive industry, with wood frame, outsourced aluminum, the production and processing of hollow glass requires the establishment of large-scale production lines and modern professional information systems throughout the whole process of order generation, product design and production management to meet the requirements of systematic production of products.
In Mr. Wang's view, the professionalism of doors and windows is reflected in the brand's control of raw materials and the installation process and safety. "After all, glass and windows are related to the outside world, and their safety comes first.
And the professionalism of the installation master is also very important. We have trained the installation team ourselves. When meeting customers of high-rise buildings to make large windows, the installation team needs to use professional equipment to hoist the glass, multiple people assist in installation."
what can be used as a reference is that the royal family also listed the professional installation ability as the technical characteristics of the industry in the prospectus. Huangpai home pointed out that more standardized brand enterprises pay more and more attention to the quality of installation services, and continuously improve the level of installation services through staff training, formulation of installation service procedures and specifications, customer satisfaction return visits, etc, eliminate potential safety hazards in aerial work, build a professional installation system, and improve the installation quality of doors and windows products.
Back to the present, facing the custom home brands with certain popularity entering the door and window industry, Mr. Wang also said, "market share will inevitably have an impact. After all, some customers are introduced by Home brands at ordinary times. But I think the market environment is difficult to be affected, and owners will choose professional brands to do professional things."
while Ms. Wu looks at "cross-border" competitors from the aspect of brand positioning, "home brand making doors and windows will not affect us. Our brands are aimed at medium and high-end customer groups, while non-professional brands may enter the market by playing a 'price war'. The target customer groups are different."
