The Causes and Analysis of the Lack of Aluminum Door Brand in China

After several decades of development, building doors and windows industry has become increasingly rich in products, forming a diversified market structure dominated by four major materials: aluminum, plastic, wood and steel. The application of new materials and new technologies has also spawned more new products. However, there is little product differentiation in the aluminum door and window industry, which will make the competition more intense.

Current situation: The vicious competition in the low-end market Compared with the solid steel window and fasting steel window in the earlier period, the light and beautiful decoration of aluminum alloy doors and windows has indeed attracted the attention of many consumers. However, with the passage of time, the trials of snow, rain, and rain in spring, summer, autumn and winter, the original defects of aluminum alloy doors and windows have been exposed, especially the strong thermal conductivity, the poor insulation of the defects make people complain. At present, most aluminum door products are of a good-looking, affordable type. Many aluminum door companies have positioned their products at the low and middle end. This is in line with the current economic situation of Chinese consumers, which has led to numerous Aluminum door companies continue to have vicious competition in the low-end market.

Compared to the wooden door industry, aluminum doors started later. Why has there been a few national brands that have gone deep into the people's hearts for so many years? The following nine positive editors combined with relevant views of the industry analysts to analyze the reasons for the lack of aluminum door brand and its development prospects.

Heavy-output light brand enterprises as an economy, for profit purposes, which led to a lot of aluminum door companies put more energy and focus on the control of output and cost, trying to obtain the largest amount of cost profit. Coupled with the relatively low competition in the aluminum door industry, it is even more imperative for companies to put cost control in the first place and to some extent ignore the branding and product design.

Many people who lack confidence in the high-end market to engage in aluminum door operations say that high-grade aluminum door products in China are risky and have no market. This is a misunderstanding. It is understood that China is the second largest consumer of luxury goods in the world and is expected to become the world’s largest consumer of luxury goods by 2015. High-end doors and windows closely related to home life are bound to receive attention. The most critical question now is whether the current aluminum door companies can manufacture and design high-standard products. In order to transform “Made in China” into “Created in China”, aluminum door companies should make long-term plans and move toward high-end self-owned brands.

Not paying enough attention to product quality The overall performance of doors and windows products depends on the quality of the hardware. At present, most of the aluminum door industry are pursuing such a concept: "Film, as long as there is a film on the line; material, the surface can not see for the time being used; glue, can be used on the line; employment, digging is like ...". Such a business philosophy has, to a large extent, caused the company to lose its core competitiveness and can only linger in the low-end market. As for the brand, it will be even worse. In terms of brand awareness, it may be worth referring to the practice of Foshan Jiajie’s Aluminium Door Guan: At the beginning of product development, he will position him to integrate the requirements of the grade into all accessories and installation and debugging until the product is completed. He will always Maintain communication with media and suppliers to ensure brand recognition. From this point of view, the brand is the fundamental force for the long-term development of aluminum doors, and the brand's most intuitive experience is the quality of the product.

The business philosophy needs to be adjusted If the aluminum door industry wants to build a well-known brand, it must adjust the wrong business philosophy in the industry, use the correct and advanced business philosophy to guide the development of the company, use the correct business philosophy to create high-quality products, and lay a solid foundation for building a well-known brand. Based on the unremitting efforts of people in the industry, we will open a bright road for China's aluminum industry to go global.

Prospects: The important power for building doors and windows to save energy Even though most of the aluminum doors and windows are still aluminum single-layer glass, aluminum doors and windows with broken-glass functions and hollow glass accounts for less than 20% of the total aluminum window market. Aluminum doors and windows still occupy half of the building doors and windows market. Although the quality of aluminum alloy products has been questioned by ordinary people for a certain period of time or in some areas, due to the limited living standards of the people in the country and the constraints of economic conditions, aluminum doors and windows are still their preferred products among a considerable number of consumers.

In the Twelfth Five-Year Plan, building energy conservation was more clearly stated. Doors and windows have an important role in building energy efficiency and are the key to building energy conservation. Aluminum alloy doors and windows have good performance, light weight, beautiful (with metallic luster, can be processed into various shapes and colors), good lighting (smaller frame), durable (no aging, resistance to atmospheric corrosion), easy to recycle and re-profile The characteristics of high utilization rate, no environmental pollution, etc. are loved by people. However, the poor thermal insulation properties of the frame material affect the performance of aluminum doors and windows. Therefore, improving its thermal insulation and energy-saving performance is the key technical problem to be solved in the future of aluminum alloy doors and windows, and is also the development direction of aluminum doors and windows enterprises.