When the building materials cross-border, the wood product family integration drama is staged wildly

Looking at the current building materials and home furnishing industry, some large-scale enterprises are accelerating expansion, regional brands are radiating to the national market, and some large-scale furniture, flooring companies and whole wood home furnishings have also begun to enter the wooden door market. I didn’t say it in my early years, I’ve talked about it in the last two years. After years of development, the Shengxiang flooring brand has gained considerable popularity in the industry, but in 2008, Shengxiang Group invested 210 million yuan to formally enter the middle and high-end solid wood doors. With the leader of the "Sacred Elephant", news like the new elephant, the world friend, and the North American maple family involved in the door industry is endless. In addition, the original decoration and decoration of Chuan Hao, the European side of the cabinets, Kang Jie and other companies involved in the wooden door is also getting more and more rapid. The reporter also learned that in Chongqing in the past three years, about 30 furniture companies have completely transformed or “concurrently” wooden doors... obviously staying in a circle, why should they take risks in the wooden door field?
The first reason: the wood product family integration drama is crazy. Although the behavior of cross-border management of wooden doors is like springing up, and it is coming, it is not difficult to see that they all have one thing in common, that is, they all belong to the products within the scope of wood products.
The general manager of a furniture company said that because of the huge market space and high profits of the wooden door industry, they entered the wooden door industry last year. “Many furniture companies are in woodworking, painting, stickers, skinning, polishing, inspection and packaging. In terms of production processes, there is already a very deep foundation. After the transformation of furniture companies to produce wooden doors, the same plant, equipment and technology only transform the three-dimensional way of making furniture into a flat way of making wooden doors, and the production risk is relatively small."
It is also known that the North American Maple of the floor will also be launched with doors and cabinets. According to Li Wenjie, general manager of the North American Maple Shaanxi Company, North American Maple Company is a company with rich resources, whether it is doing flooring or door, cabinet, resources. It is guaranteed. In the process of making the floor, it also has mature channels. "When we made the floor, we established a good cooperative relationship with some real estate companies. We will take the lead in the tooling when we are doing cabinets and doors."
In fact, in the world of wood products, “crossing the way”, in the eyes of the industry, it is not completely cross-border, because the crafts, resources and channels are all connected. The floor can be mass-produced, and the wooden doors, cloakrooms and cabinets need to be tailor-made. From the perspective of demand, each floor decoration, wooden door, cloakroom and cabinet are essential items. However, from the perspective of profit, the flooring products are very mature, the competition is fierce, the profit is very meager, and the market for wooden products such as wooden doors, cabinets and cloakrooms is still in its infancy, and there is still much room for profit. Therefore, if we can seize the opportunity to integrate resources and broaden the field of building materials sales, we will not only seize the market opportunity, but also diversify our operations. We will also strengthen our ability to withstand market risks and expand the market.
Reason 2: The overall home has become "group army"
"In addition to cabinets, we are also doing wooden doors and wardrobes, but more of them are doing tooling market or model houses. Strictly speaking, we only provide customers with a series of products, and there is no brand that specifically introduces doors or wardrobes." On the other hand, we often see a variety of products under the same brand, such as cabinets, furniture, wooden doors, flooring, etc., which is called “whole home” in the industry.
At the same time, the owner of a brand of wooden doors and floors told reporters: "At the time of decoration, if the color, texture and style of the door, floor and other elements are extremely unmatched, then such decoration is undoubtedly a failure. The industry knows that Consumers come to buy a lifestyle, a dream for a better life, is a home effect. If consumers walk into our store, see the matching of the floor and wooden doors in the store, the matching of lighting accessories, The whole effect is basically consistent with his own dream, and he will not be very concerned about factors such as price and place of origin.
Although most consumers are concerned about the quality, but the quality of the same price of the product is similar, and there is not much difference, the final decision on the consumer's purchase intention is the overall effect, is the result! ”
“The overall home coverage is wide and there are many categories. In the home store, no matter which exhibition hall the people go to, there are products of this brand, which is impressive. When the building materials enterprises pursue the overall home, this requires a lot of capital investment from the enterprise. Despite the high profit temptation, there is also a high risk. Yan Jinyong, deputy general manager of Beijing Timber Factory Co., Ltd. believes that “the whole home is the need of enterprise development, one enterprise needs to be bigger and stronger, wants to live for a long time, needs brand Influence, the need for product coverage is greater, so that ordinary people can see your brand widely and frequently. ”
Reason 3: The competition has intensified, and the big guys have shown great wisdom. The reporter has repeatedly interviewed four or five well-known brands of floor and furniture companies in the phenomenon of drilling thousands of horses and sharpening their heads to the wooden door industry. They all said, "This is The need for competition!” They told reporters that from the perspective of business strategy, the squeeze into the wooden door industry is to hope for industry integration, which not only can diversify the business risks of the business, but also to some extent avoid future market fluctuations in a certain industry. It will bring huge impact and loss to the business, and it can also increase the profit growth point. From a product perspective, after cross-industry integration, a large product cluster can not only meet the needs of consumers, but also gather more customer resources for merchants. It can be said that this cross-industry integration is one of the important measures to break through the bottleneck of building materials marketing.
Voice of the industry: talk about cross-border development of wooden doors "side business"
Argument 1: Preparation for paying “tuition fees” Gao Zhihua, president of the China Timber Distribution Association Floor Committee, often means the birth of a new brand or new product, but pay attention to the two meanings of this “sheng” word: one is The meaning of birth simply refers to the “sideline business” pioneered by the enterprise; the other is the meaning of the new student, which means that the enterprise is relatively “nender” in the newly emerged field, that is, there is no rich experience in market competition, so it may be There is a large amount of “tuition fees” in this field, which requires the company to measure.
Argument 2: Pros and cons double-sided to see how to operate the iconic group vice president Guo Hui is currently operating only under the brand of the icon, because the floor market is far from thorough, even the icon floor, its share is only 30%. For flooring companies to do wooden doors, bad comments, it should be pros and cons, profit is to increase the profit growth point, give customers a variety of choices, the drawback is that it is difficult to do special.
Argument 3: Cross-border development of new areas Risky home (view map) Operations Director Zhang Zhiliang For the brand home store such as the Real Home, the popularity and influence of the settled brand is the focus of the store, that is, it is in the professional field. It must be one of the best. From this point of view, it seems a bit risky for the home brand to diversify, because it is not an expert in any field, and there is no dominant position in the industry. Of course, it is no match with the actual home.

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