Will the wooden door industry be integrated by the customized home furnishing industry?
Like Jiangshan European School, Mengtian home is also a wooden door enterprise located in Zhejiang. What is different from Jiangshan European school is that Mengtian's popularity in the retail terminal market is obviously higher than that of European school. The slogan "high-grade decoration, with dreamtime wooden door" has been continuously spread on CCTV. As for Jiangshan oupai, its greater sales volume comes from the engineering channels cooperating with real estate developers.
Current situation of wooden door industry
Wooden doors are a special category in the home building materials industry.
Speaking of particularity, it mainly comes from two points: first, as a customized product, it is relatively less affected by e-commerce, and it can be nourished after all; Second, the branding of the whole wooden door industry is not very popular. Compared with the earlier branded categories such as ceramic tiles, sanitary ware, coatings and flooring, the wooden door industry has lower brand awareness and less concentration. Speaking of wooden door brands, the outside world can not say much. The well-known wooden door brands are Tata, Mengtian, oupai, Panpan, etc. most of them are regional brands at most, with limited influence.
These two characteristics of wooden doors are reflected in the terminal, and there are also two points: first, there are many wooden door brands in the market, and there are quite a lot of wooden door stores; Second, the price war of wooden doors has been fought. The dealers have lost their temper and the prices are quite transparent. However, one advantage of wooden doors is that when the decoration owners buy wooden doors, they will basically have enough in one store, which is reflected in the side of the dealers, but the single value is good.
In recent years, wooden doors have been impacted in the terminal market mainly in two aspects. First, with more and more hardbound houses, the pre installed categories of wooden doors will leave less and less transaction shares and opportunities in the terminal market, and the market demand is shrinking sharply; On the other hand, the decoration companies, including some contractors, also basically include wooden doors, and the number of owners buying from the market is also decreasing.
For wooden door dealers, there are still two headache problems: first, there are many after-sales problems for wooden doors. The deviation after measuring the size, the inclination of the wall surface during the decoration process, and the friction during the installation process all need to be solved by the dealers; Second, dealers generally suffer from bad balance payment, because it is customized products, and the end market generally pays the balance payment after installation. Because of inconsistent delivery standards and disputes over some minor issues, the collection of the balance payment is always unsatisfactory.
Customized home furnishing enterprises have laid out wooden doors
Various conditions in the terminal market have not affected the development of the category of wooden doors. Mengtian's success in breaking through the capital market shows that the wooden door industry is increasingly recognized and valued by investors. In fact, in addition to the development of wooden door enterprises themselves, in recent years, many customized home furnishing enterprises have entered the Bureau of wooden doors through self construction or acquisition. These customized home furnishing enterprises include oupai home furnishing, Sofia, hospitality, gold cabinet, Zhibang home furnishing, dinggu, etc. In addition to customized home furnishings, many flooring enterprises also have entry wooden doors, such as leading enterprises such as nature and holy elephant.
The wooden door enterprise itself is also constantly extending its product line. Mengtian home is also focusing on wallboard and other businesses outside the wooden door. The raised funds have special wallboard products. Jiangshan oupai has also laid out customized home furnishing business. The integration and development of wooden door and customized home has become a fact.
At present, most of the custom-made household wooden doors are in the initial stage, with a relatively low proportion of revenue (also related to the large volume of custom-made household revenue), and basically have not formed a strong market position. The custom-made furniture with wooden doors is in the exploratory stage, and the market influence is still very weak.
With the successful listing of Mengtian, more listed companies are expected to emerge in the track of Mumen. However, for the traditional and relatively mature wooden door industry, the future competition will be the channel and scale. After all, compared with the home building materials industry such as customized home furnishings, the volume of wooden door enterprises is still relatively weak.
