Mortensen\’s world premiere: an industry disruption that opens up a new future for aluminum-wood doors

Source: Global Network

Under the broad vision of globalization, how can the door and window industry break through, iterate and innovate and lead the transformation of high-end doors and windows? Mortensen Mortensen gave his own answer.

On July 3, 2024, the Mortensen brand and product global launch conference was successfully held. After 7 years of research and development, the Mortensen aluminum-wood door system and hardware system have made their global debut, breaking the boundaries of design-production-installation-scenarios, realizing \”system design, what you see, what you get\”, solving the industry pain points of traditional aluminum wood doors for more than 20 years, and providing Global consumers have brought a new generation of aluminum-wood doors with higher quality, higher appearance, and more freedom and flexibility, opening up the future imagination of the industry.

This conference is not only a product launch, but also the first global appearance of the Mortensen brand. Michael Mueller, President of Held in Germany, introduced the history and development of Mortensen. He said that OPEC invested in Held in 2017 to launch its global strategy. \”After seven years of research and development, we have invested a lot of time, energy and funds in developing new product series, building unprecedented system service capabilities, and focusing on solving various pain points encountered by the industry and users in the home decoration process.\”

The Mortensen brand is mainly aimed at the international high-end construction market, which is a market segment that Michael Muller is familiar with. He has 25 years of experience in this field. Business experience. At the press conference, he emphasized: \”The combination of aluminum, wood and glass, and innovative high-quality sliding accessories represent the mainstream trend of high-end doors and windows and are the future of new buildings. This is also an area that Mortensen will delve into. Mortensen ink Mortensen has developed three major product series for this purpose, namely aluminum-wood door systems, aluminum-glass door systems and high-performance outdoor sliding door and window systems.”

As a high-end door and window brand targeting the global market, Mortensen. How to achieve sailing? Michael Muller gave an in-depth explanation of the four strategic pillars of brand success, namely brand globalization, integration of production, research and sales, sales cooperation and protection, and installation and delivery by master skaters. “We have built a closed-loop ecosystem, connects innovation, design and engineering, providing a strong foundation for product implementation, while partners can focus on sales and creating customer value. ”

At this press conference, Mortensen\’s first product – aluminum wooden door completed its world premiere.Mortensen Global Xu Chao, chief product consultant and Mortensen China business model consultant, is full of confidence in the technical strength of the new product. He said,MortensenAluminum wooden doors insystem,structure,ProductionAchieve disruptive innovation in three major aspects,Creating a new future for aluminum wooden doors

The system is not limited to swing opening and sliding. With traditional opening methods, Mortensen aluminum-wood doors realize diversified opening methods such as flat doors, bi-fold doors, folding doors, hinge doors, pocket doors, linkage doors, staggered doors, ghost doors, etc., and can better adapt to various building spaces and Design requirements.

More importantly, Mortensen aluminum-wood doors build a complete system. Each door panel can independently serve as a structural element, which can be used as a door in the traditional sense or as a Walls can also be used as interfaces to define space, realizing the integration of doors, walls and space. This not only greatly enhances the plasticity of space, but also provides more opportunities for modern architectural design. Possibility.

Structural Subversion Traditional aluminum wooden doors are generally composed of an outer layer of wood and an aluminum honeycomb core. They are affected by temperature fluctuations, humidity changes and other environmental factors. If traditional aluminum wooden doors are called \”active doors\”, Mortensen aluminum wooden doors can be called the industry\’s first \”inert door\”.

Mortensen aluminum wooden doors adopt special materials and structural design. The door body is not affected by temperature and humidity, which greatly enhances environmental adaptability and stability. At the same time, It is lighter than traditional metal doors and is not constrained by the size restrictions of wooden doors. It can be made wider and taller without deformation. In addition, the hardware is completely hidden and the function can be continuously extended. \”It has structure, function and soul.\” I think this kind of door is the best door, allowing more room for imagination in design. \”Xu Chao said.

Subversion of production. The manufacture of traditional aluminum wooden doors requires the use of a press to press the aluminum honeycomb and wooden boards, and it takes more than 24 hours to complete a finished product. And Mortensen Mortensen aluminum wooden doors have completely subverted the traditional production method. They no longer rely on traditional presses. They can turn raw materials into finished products in just two hours, achieving \”good production and fast production\”, allowing for more flexible responses. Market demand.

At the press conference, Mortensen hardware system made its debut, including the sky and earth axis system, slide rail system, pulley system, and rotating shaft hardware system. , folding hardware system and pocket door hardware system. A complete door system, this is the underlying logic of the development of Mortensen aluminum wood door system.

Xu Chao said, \” This series of hardware systems allows aluminum-wood doors to achieve more opening methods, better performance, more diverse uses, and more efficient production methods. Through these innovations, Mortensen is able to better meet the diverse needs of global consumers, especially in terms of flexibility and high performance. ”

Mortensen has created a strong brand with its disruptive innovation spirit. The large aluminum wooden door system aims at the high-end market and comes for the world. In this process, the importance of the Chinese market as a core part of its global strategy is self-evident.

“With good products. , and it is even more important to have a good business model to achieve sustainable development across the entire chain. \”Xu Chao said that in terms of business model, Mortensen will customize a \”high-value business model-system output\” cooperation method for the Chinese market, once again subverting the tradition and providing greater value and higher returns for door factories and stores. .

Mort ensen will appear at the China Construction Expo (Guangzhou) on July 8 (booth number: No. 21, Hall 15.2, Area C, Canton Fair Complex). How does Mortensen lock in new growth points in the door and window industry and open up a new future for aluminum-wood doors? ? Worth looking forward to! ?