"Where did my frog travel?"
"can my frog have a fever in cold weather?"
since raising frogs, office partners have become parents. Will frogs with aluminum doors and windows face an unprecedented crisis in 2018? (cover your face manually: hold the heart of the aluminum door and window industry) 2017 is a year for the aluminum door and window industry to survive in challenges and opportunities. In the face of various new competitions in the market, what new trends will 2018 be? What opportunities or challenges will emerge
1. What about the past and future of "ice and fire"
the overall situation of the domestic aluminum alloy door and window industry in 2017 can be described as "ice and fire". The overall sales growth momentum of influential brands and brands with distinctive personalized characteristics is obvious. Among them, large brands rely on the advantages of rich product chain, large brand influence, sinking channels, comprehensive distribution networks and so on to continuously improve product sales, while niche brands rely on market segmentation and continuous innovation in special fields, Make a certain category professional, and realize the high recognition of the brand in specific consumer groups, so as to improve sales; Enterprises without brand influence and characteristic products, under the market background of increasingly rational consumer consumption of doors and windows and increasingly strong demand for brand and product characteristics, continue to be eroded by competitors' market share, and the polarization of the industry is becoming increasingly obvious
for the past 2017, the main reason for "difficult business" is:
enterprises are competing in the same market through the same products, prices, colors, channels and customers. The market cake is limited, and the competition is bound to be more intense
at this time, it is necessary to reposition the brand through differentiation and re finding the focus market
2. Say goodbye to "let a hundred flowers bloom", how can enterprises integrate
in 2017, another distinctive feature of the aluminum door and window industry is the continuous strengthening of the integration between enterprises and the integration of funds. Whether it is the strong combination of enterprises, or the industry of capital injection outside the industry, or the industry of foreign capital injection, the industry will enter a new stage
in the past, the aluminum door and window industry "let a hundred flowers bloom" and "a hundred schools of thought contend", but now the industry concentration is getting higher and higher, and more and more enterprises have a solid capital base, which makes the enterprises in this industry have the capital to inject capital outside the industry, and also makes the funds outside the industry begin to pay attention to this industry. In the future, the aluminum door and window industry, as a traditional manufacturing industry, will be more and more closely combined with capital, It will also set off a new round of technological and marketing model innovation and Reform in the industry. Therefore, there will be super large enterprises in the industry in the future
3. How to break through yourself in environmental protection renovation and industry reshuffle
the oversupply of the national aluminum door and window market has lasted for many years. Although in the past 2017, affected by environmental protection, the storm of production suspension and production restriction swept the country, the fundamental problem of industry development has not been alleviated. In 2017, although environmental protection policies and pressure will continue to increase, the imbalance between supply and demand in the door and window market is still very prominent
with the change of national macro-control and economic situation, it is difficult to predict the specific market demand in the future. But it is certain that with the upgrading of consumption, consumers have higher and higher requirements for products and services. Good enterprises will become better and better, and enterprises lacking business ideas, funds and a correct grasp of future trends will be phased out. To some extent, the industry concentration increased in 2017, and more enterprises lacking core competitive advantages were shuffled out. This wave of closures may continue in 2017, which will also accelerate the industry reshuffle
the aluminum door and window industry in 2017 can be said to be "ice and fire", and the polarization of the industry is becoming increasingly obvious. Through the continuous strengthening of the integration between enterprises and the integration of funds, the industry will enter a new stage. Affected by environmental protection in 2017, the tide of bankruptcy of aluminum alloy door and window enterprises may continue, which will also accelerate the industry reshuffle
at the end of 2017, the rise in the price of raw materials undoubtedly became one of the sensitive words in the aluminum door and window industry, and the environmental protection renovation is a heavy burden for door and window enterprises again. In the long run, these will accelerate the elimination of uncompetitive small and medium-sized aluminum door and window enterprises. However, small and medium-sized enterprises must not wait to die. Under the market competition mechanism of survival of the fittest and the current situation that the arrow of industry reshuffle has been launched, small and medium-sized door and window enterprises need to find a good way to break through
4. Elimination or survival is just a thought.
as an aluminum alloy door and window brand, whether small or large enterprises, in the Internet era, focusing on their own fields and learning to cooperate with others is the key. The Internet is an amplifier that can quickly integrate resources. Under the situation of huge product categories and overwhelming information bombing, brand communication is undoubtedly the top priority, but there is an obvious gap between small enterprises and large enterprises. Large enterprises can invest in advertising on a large scale with their strong capital chain, without much consideration of advertising costs. However, some small and medium-sized enterprises, whether cultivating and setting up special teams or spending a lot of money on advertising, may lose more than gain
this society is no longer the era of "wine is not afraid of deep alleys". We should learn to find partners, effectively promote and maintain our brand image. For small and medium-sized door and window enterprises, every payment must be calculated carefully, so choosing high-quality third-party vertical resources has become the choice of small and medium-sized enterprises (there may be the second kind). No matter how strong the brand promotion is, the support of long-term interests is still whether the product design and quality of the enterprise itself are excellent. As a door and window enterprise, it should be more so. In this era, we cannot ignore the brand promotion effect, but we must not put the cart before the horse. Entity enterprises should take doing well in every product as the foundation of long-term survival
conclusion: online and offline business models, or save your frog
the frog with aluminum doors and windows is facing changes in the times, which is not only a good time for growth and transformation, but also an easy time to be defeated. If you want a smooth journey, you must seek to produce differentiated and personalized products under the Internet Ecosystem and the differentiated needs of people. Still clinging to the outdated idea of "real economy", the next frog to be swallowed is your own enterprise. How to save yourself may only depend on the "business model of online and offline interconnection"