Some people praised and others warned that how to standardize wooden doors?

"Standard door" refers to a wooden door that has been mass-produced in a fixed size and style, as opposed to the "custom door" that is currently on the market. The standard door has the advantages of high quality, low price, and short delivery cycle. Although it is not new, it is not known to many consumers. Some people in the industry agree with it, but some people also reminded that the promotion of standards should be cautious. Faced with many different voices, where should the "standard door" go?

status quo--

The low price of the standard door brand is lower According to the investigation of the reporter in the home store, in fact, there are few brands selling standard door products. And these standard doors have not been put on special labels. If reporters do not ask the sales staff, the standard doors can hardly be distinguished because they are not different from other wooden doors in terms of appearance.

“There are indeed many manufacturers who are eager to try the production of 'standard gates', but there are not many companies that currently have such products.” Xie Chunlin, executive deputy secretary-general of the Wooden Door Professional Committee of the China Wood and Wood Products Distribution Association, introduced the current wooden door on the market. Most of them are “customized products”, which are usually produced according to the preferences of consumers and the actual size of the home. “Standard doors” are “non-customized products”. Manufacturers mass-produce a product according to a certain size and suit. , "This can reduce the company's material costs and save labor costs."

Wang Yongguang, chairman of Dalian Shengyou Door Industry Co., Ltd., introduced that the cost of standard doors is nearly 30% lower than that of custom doors. Therefore, the price of the standard door in the market is usually about two-thirds of the price of the brand's customized door.

Standard doors occupy a relatively small style. "If it were not for the promotion period, our standard door sales would not exceed 20%. At the time of promotion, the highest was 40%." Wang Yongguang introduced.

During the investigation, the reporter also discovered that even in the stores selling “standard doors”, “standard doors” usually have only 1 or 2 models. Compared to more than a dozen custom products around, the “standard door” is small. In addition, the reporter found that the standard doors are mostly based on simple and popular styles. "For the choice of style, we usually refer to the feedback from distributors around the country, select the best-selling products for assembly line production, and produce standard doors in batches," said Kang Bonian, chairman of Shengxiang and Yamen.

Sales risk is difficult for market promotion. Xie Chunlin pointed out that enterprises engaged in the production of “standard doors” must have strong financial strength. He introduced that the current common custom doors are "first sales, after production," but the standard door is "first production, after sales," which will occupy a large amount of corporate funds.

While mass production reduces costs, it increases the company's inventory. This makes the "standard door" usually the spot sales, delivery cycle is usually within one or two weeks, or even the same day or the next day delivery installation. At the same time, it also increases the risk, because once the product sales are not good, the spot may become long-term inventory.

Consumers' acceptance is not high, forcing some companies to finally give up the "standard door." Wu Chenxi, chairman of TATA Wooden Doors, said that they had tried the "standard door" and invested several million yuan to promote it. However, they eventually failed to sell several sets, so they chose to give up.

The biggest challenge facing the promotion of “standard doors” is that the size of the openings in the building is not standard. Zhang Ren, general secretary of the China Building Decoration Association's residential decoration committee, pointed out that the door openings for different types of consumers are different, so designers must measure on site and then conduct targeted production. At the same time, Guo Xiaowu, expert of the Standardization Technical Committee for Products for Construction Products and Components and Accessories of the Ministry of Housing and Urban-Rural Development, pointed out that the accuracy of building construction standards is lower than the product standards, which also leads to the size of wooden doors meeting the standards, but it is not compatible with the doors.

sound--

Have you heard of "standard doors" and are you willing to buy "standard doors"?

"If quality and cheap, willing to buy": Aunt Lee actually home of the North Fourth Ring store wooden door sales area before it really has not heard of. However, I would like to pay attention to it. If the quality of this kind of door is guaranteed, it will be the same as other materials and processes used. The price is indeed much cheaper than ordinary doors. I am willing to consider buying a “standard door”.

"There is little room for selection, and it is not of interest": Wang ** was actually heard of the wooden door sales area at the North Fourth Ring Store. But I'm not interested. If you buy a door, it is estimated that I will choose the system. After all, the door is considered one of the decorations. It should echo some of the elements of the room. There are only a few "standard doors", so the choice is too small.

"Worried about the door hole does not meet the 'standard'": Mr. Hu's Meikailong North Fourth Ring Store wooden door sales area really never heard of. One week delivery is quite attractive. The "standard doors" are all of fixed size. If my door hole does not conform to the "standard", then I will not let the decoration team change the door hole. The shortened delivery cycle may be offset by the renovation period.

enterprise--

Taking Out Export Profits Rio Tinto “Standard Door” Market Wang Yongguang Chairman of Dalian Shengyou Door Industry We firmly believe that taking the “standard door” route is correct. We plan to use three years of export profits to subsidize the promotion of the "standard door" in the domestic market.

"Standard door" means large-scale production, and only scale can reduce costs. For example, we do export products. The output of a day is 2000 sets, and the production of products in the domestic market, 200 sets a day is very good. The number of workers used in the 2000 and 200 sets is the same, and the cost difference can be imagined.

The high cost will inevitably be reflected in the high selling price. But this part of the cost can be reduced by promoting the "standard door." Therefore, we must increase the promotion of "standard doors" to reduce the price of wooden doors.

The standard door should be facing the real estate developer, Wu Chenkai, Chairman of the TATA Wooden Door, the "standard door," and it should be a real estate developer, but if it faces consumers, it is unreasonable. The production of "standard doors" does indeed save costs. However, at present, the size of the openings of most buildings in China is not standardized. This has also led to the need for consumers to renovate door openings in accordance with the “standard door” dimensions under certain extreme circumstances, which in turn increases costs.

In foreign countries, wooden door product manufacturers mostly cooperate directly with real estate developers. After the formation of docking between the two companies, enterprises can carry out standardized production. Our "standard door" should also be the same, for real estate developers, not ordinary consumers. So I think that the "standard door" will only become a trend when the hardcover project reaches a certain percentage.

association--

Standardization of wooden doors will push the industry to large-scale development. Guo Xiaowu, Ministry of Housing and Urban-Rural Development Products, Standardization Technical Committee of Products and Components Products There are currently thousands of wooden door brands across the country. However, the majority of companies have small factories, and even some small manufacturers still use workshop styles. produce. The standardized production of wooden doors means mechanization and assembly line production, which will be the only way for companies and even industries to develop in the direction of scale.

The daily output of the assembly line can reach thousands of sets, which increases the amount of material purchased and thus reduces the cost of one-time purchase of raw materials. Mechanized production does not require a large number of workers and thus reduces labor costs, which are reflected in the product price, thereby strengthening the market competition of enterprises. force. More importantly, in the future, the hardcover room market in China will be further expanded. Only when enterprises have the strength of mass production can they have the capital to develop the hardcover market.

Promoting “standard doors” should not blindly thank Xie Chunlin. The Deputy Secretary-General of the Wooden Door Professional Committee of the China Timber and Wood Products Distribution Association must properly grasp the timing to promote “standard doors” throughout the industry.

At present, there are still many difficulties in promoting the "standard door" in a large scale. First of all, the construction standard of the building does not meet the accuracy of the product standard, which creates obstacles for the large-scale realization of the standardization of wooden doors. At the same time, most consumers do not want their own interior doors to be identical, and this concept is difficult to change in the short term. When the market acceptance does not reach a certain level, enterprises still face certain risks when they promote the “standard door”.

Of course, this does not mean that the “standard door” has no potential, but in terms of the current market environment, it is not realistic to completely abandon custom products and completely promote the standard doors.