Doors and windows are indispensable items in home decoration

For a long time, doors and windows have been an indispensable part of home decoration. Compared to more mature industries such as flooring, ceramic bathroom, wardrobe, etc., there is still a gap in the path of building mass brands for doors and windows. The current door and window industry is characterized by the fragmentation of feudal lords and their dominance.

Further subdividing the industry, it is not difficult to find that this situation mainly comes from the window industry. When it comes to the door industry, Panpan Door Industry, Xingyue Door Industry, TATA, as well as Sofia Wooden Doors and Huahe Wooden Doors under Sofia, have formed a relatively clear segmented industry pattern and have a high brand awareness.

Looking at the window industry, from the perspective of brand competition, it is still in a period of "big market, small industry" chaos and fragmentation. The total market share of the top 10 companies is less than 5%, and the total market share of the top 30 companies is less than 10%. It is a typical "three no industry", with no window enterprise with a revenue of over one billion yuan, no influential window enterprise nationwide, and no window listed company.

From 2019, the development speed of the door and window industry slowed down, to 2020 when it was broken and then established, and continued into 2021, China's door and window industry as a whole is facing an unprecedented new situation.

So, how can window companies seize opportunities and create a truly national first brand?

The window industry has developed for over 3000 years and is difficult to match the status of the home furnishing industry

The door is a necessary passage for entering and exiting the residence;

The window is the gateway to the view.

From ancient thatched cottages to modern high-rise buildings, doors and windows have always been the most basic architectural elements accompanying the development of human society. We are used to discussing doors and windows together, so the doors and windows we usually talk about are mainly divided into two categories: exterior doors and windows and interior doors and windows. The doors and windows inside the building must have fire and theft prevention functions, mainly used as household doors, room doors, etc; The exterior doors and windows of buildings are mainly used for building envelope structures, which must have dual functions of energy saving and bearing partial loads. They are generally used as balcony doors and windows, channel doors and windows, etc.

Although in most cases, doors and windows are discussed together, with the continuous subdivision of the industry, the subdivision track of doors and windows has clearly emerged into two different landscapes. The chaotic competition in the window industry compared to the brightness of the door industry seems to make people unable to resist asking, what is the situation in this window industry?

Today, let's take a look at the development history of this segmented industry by pulling out the "window" separately.

Since the reform and opening up, China's window industry has undergone five major iterations: steel windows, aluminum windows, plastic steel windows, bridge cut aluminum windows, and smart windows. Every change is partly due to technological innovation, which constantly strengthens its insulation, sealing, and environmental protection functions; On the one hand, the improvement of people's living standards has put forward higher requirements for the quality of windows, and their environmental protection, intelligence and other functions are more suitable for young consumers.

Early windows mainly played a hardware role in home life, protecting residents' property safety. Security and theft prevention were the hard assessments of window functions. With the upgrading of functions, higher requirements have been put forward for the lighting, sound, and sliding of windows. Good lighting, shading, and noise reduction have become the basic hard indicators of windows. Today, consumers endow windows with multiple values, and relying solely on their functions is no longer enough to impress contemporary consumers.

Doors and windows are both known as the "eyes" of architecture, serving as windows for a home to showcase to the outside world, while windows are more of a space connecting the home with the outside world. From the function of the window to its design style, it often represents a family's taste in life. Especially with the advent of the era of big home furnishings, consumers pursue the unity of home decoration and the coordination of styles between home products. If the design style of the window deviates, it will directly affect the taste of the entire decoration and greatly reduce the visual image of the home.

Although windows have unique advantages in home products from their development history to social value, the awkward problem is that windows do not have a high status in home products. Even if they appear together with "doors", there has not been a window brand with influence nationwide. Nowadays, with the expansion of window usage scenarios and the emergence of intelligent functions, especially the integration with other home products, the position of windows in consumers' daily lives is gradually being redefined, which has also opened up the imagination space of the window industry and brought window enterprises onto the track of full speed development.