For the door and window industry, the past 2011, whether it is the macroeconomic environment or the development of the industry itself, is not optimistic. The tight real estate policy, increased production costs, and intensified vicious competition among peers have made the development of the door and window industry difficult in 2011. After the depression in 2011, in 2012, where will the door and window industry go? Some experts predict that in 2012, home stores will suffer more severe challenges: the home improvement market will be further subdivided; the second and third-tier cities will be heated up in the consumer market. First-line brands will accelerate the pace of integration and financing. In 2012, it was a crucial year for door and window enterprises, and it was also a year of stability and change. Recently, the author visited Song Tingquan, general manager of Yangsen Shangdian Wood Industry Co., Ltd., Meishan City, Sichuan Province. General Song analyzed the trend of the building materials industry in 2012, and also introduced Yangsen Mumen's main strategy to deal with the market situation. General Song said: "Overall, 2011 is indeed the ice age of the building materials industry. From the perspective of the big environment, the increasingly tight real estate control policies and the global economic situation with many problems (such as the European debt crisis), domestic All the door and window enterprises (including domestic sales and export sales) have had a huge impact. At the same time, the counterfeit and inferior incidents such as 'Da Vinci Incident' and 'Bai'anju sampling on the black list' occurred in 2011, which made the public trust in the home building materials industry. The degree has dropped to the bottom. In 2011, it was a huge test for all home building materials enterprises. This test allowed the home building materials industry to once again fulfill the survival rule of 'survival of the fittest'. In this year, many building materials companies went bankrupt. Some dealers did not come over and quit the home building materials industry. However, the big waves and sands, the companies that survived are not elites, but also strong. The doors and windows enterprises that successfully rushed out of the cold winter blockade line will definitely make efforts in 2012. The reasons for the coldness of the home building materials industry in 2011 were analyzed. At the same time, he is also full of confidence in the market situation in 2012. In his view, in 2012, for the door and window industry, it should be a year of hard work and a year of breaking the title. The national “Twelfth Five-Year Plan†has introduced the construction of 36 million sets of affordable housing policies, which is good for the development of the building materials industry. The construction of a large number of affordable housing and low-rent housing will inevitably stimulate the market demand for the building materials industry. In addition, the country’s policy of supporting building materials to the countryside has also seen new developments. This year, the policy of building materials to the countryside has expanded the scope of the pilot area. Therefore, in terms of the big environment, in 2012, the state also indirectly gave certain support to the building materials industry. In 2012, it will be a year of steady progress in the building materials industry. In such a favorable environment, door and window enterprises and their distributors should seize the opportunity to achieve leapfrog development. For the local door and window enterprises in Meishan, when new development opportunities come, they should pay more attention to their own brand development. At present, there are many small door and window enterprises in Meishan. These enterprises are weak in terms of production capacity and brand awareness. Some enterprises even only do the OEM work of some big brands, and the profits are very low. However, rising labor costs and various rental losses will make these companies more and more difficult to develop. Therefore, gradually improving the production capacity, specialization level and brand awareness of enterprises can make small door and window enterprises take the road. Otherwise, these small businesses will become "cannon fodder" in the competition. In addition, rebuilding the trust of the building materials industry in the minds of consumers is a task that all companies and distributors need to pay attention to. Promoting the integrity, transparency and openness of transactions in the building materials industry is not only the work of the country, but also the goal of every building materials company and distributor. When talking about the brand planning and development goals of the company in 2012, Song always said with full enthusiasm: "Yangsen Shangdian Wood will increase the intensity of brand building, in addition to improving product quality, but also let more People inside and outside the industry understand the corporate culture and corporate tenet of Yangsen Mumen, so that more dealers can get more profits by acting as Yangsen's products."
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