The door and window market continues to develop and improve. More and more consumers are paying attention not only to product price, quality, after-sales service, but also to the brand's popularity and reputation. If the company still stays in the business philosophy of the past seller's market, it will definitely be in a disadvantageous position in the market competition, and even be relentlessly eliminated by the market, the door and window industry enters the era of brand marketing.
Improve brand concept and compete in high-end market
China has become the leader in the global door and window consumer market. Many domestic door and window brands have achieved or exceeded the performance of foreign brands. However, foreign door and window brands have used the strong financial strength and high brand awareness to almost monopolize China's high-end door and window market. In addition to historical reasons, the lack of brand awareness of domestic companies is an important reason for this situation.
Many corporate executives said that "low-end price, high-end quality" is their current business philosophy. Some door and window companies make full use of promotional methods to attract consumers' desire to buy. As a result, starting from the second quarter of this year, the door and window industry hit a price war, showing a growing trend, and even a rare low price of 499 yuan. This price is obviously lower than the manufacturing cost, but the brand is not only equal to the sales volume.
Some of the misunderstandings in the door and window industry are: equating companies with brands. In fact, the product price price rating card] is a spiritual property that can be independent of the factory, it can belong to you, or belong to others. There are also many companies who mistakenly believe that with good products, big factories have big brands, put most resources into specific things, and are not willing to invest in brand marketing.
Accurate positioning and precise marketing
Brand is an effective tool for enterprise competition, and also a tool and carrier for realizing enterprise value. It is not a dispensable but a necessary choice. Positioning is the primary issue of brand operation and a strategic issue for the future development of the company. The facts show that there is no enterprise that has never been sized, and there is no brand that is all-encompassing. In the era of information flooding and product proliferation, only brands with accurate positioning can be recognized and selected by consumers.
By studying international brands and referring to the current market structure, there will be several trends in the development of China's door and window industry in the future: First, there will be a few “comprehensive door and window brands”, and second, there will be “professional brands”. ", the third is the emergence of "personalized door and window brand."