System Doors and Windows 2025 Conjecture: Will the fierce price war continue?

The price war in China\’s system door and window industry has lasted for nearly two years. This silent contest not only tests the competitiveness of various door and window companies. Strength and endurance have also profoundly reshaped the competitive landscape of the industry. As Zhou Zhong, the founder of Pan Home Circle, said, in this blue ocean, there is a rare red ocean phenomenon with fierce competition. As long as there are many participants, the \”involution\” phenomenon will become more and more obvious, until some players cannot bear the pressure. and gradually withdraw from the market. Price war has become a unique landscape in the door and window market. So, will the fierce low-price war in the 2025 system door and window market continue? Will the large-scale low-price struggle and involution reappear?

\”Volume\” has no retreat

Since 2019, major system door and window companies have naturally resorted to all possible means, and involution, price wars, dealer battles, etc. have intensified , the extremely rare blue ocean industry has shown the characteristics of the red ocean, and the market is flooded with unfair competition behaviors such as low-price dumping and shoddy products. Many door and window companies sincerely hope that the door and window market competition in 2025 can get rid of the entanglement of price wars and return to the track of value competition and healthy development such as products, technology, brands, intelligent manufacturing, delivery and services. \”Good products, good services, good experience\” has launched a new round of high-quality development in the industry.

For example, Director of Rolandcini Systems Doors and Windows Chang Xiong Zhibin once said that as long as we work together and adhere to healthy competition, our doors and windows industry and our consumption environment will surely usher in a more sustainable future!

True gold Liu Kete, general manager of doors and windows, also said that healthy market competition should be based on mutual respect, mutual benefit and win-win results. By increasing industry exchanges and cooperation, we should work together to promote and improve industry standards and effectively prevent the occurrence of vicious price wars. Promote the healthy development of the entire industry.

Huang Zifeng, vice president of Xinbiao Home Furnishing Group, once said: \”Behind the benign price war is a war of model innovation, which drives all links in the upstream supply chain to bid farewell to the era of huge profits and gradually return to our normal manufacturing industry. Xinbiao Home Furnishing Group We are also ready to jump out of the whirlpool of price wars and join the entire industry in this new era of comprehensive competition for doors and windows.”

Especially after the \”state subsidy\” policy from September to December 2024, the consumption activity in the front-line door and window market has been stimulated, making The sales volume of door and window companies has increased significantly, which has led to the sales of high-end door and window products such as better sound insulation, thermal insulation, and anti-theft. It also makes many door and window companies full of expectations for the reduction or even disappearance of the fierce price war in 2025.

Yihe Wu Yongkang, vice chairman of Doors and Windows, said that in 2025, Yihe Doors and Windows will continue to increase investment in technological innovation and further improve sales performance in Jiangxi, Fujian, Zhejiang, Guangdong and other regions by better responding to the \”national subsidy\” policy.

FuxuanLi Changan, chairman of Whole House Doors and Windows, mentioned that Fuxuan Doors and Windows will continue to respond to policies in 2025 and promote the transformation and upgrading of the industry through equipment upgrades and innovation.

Ye Yangyong, general manager of Deji Youpin Doors and Windows Marketing, said: \”The \’old for new\’ policy not only helps us accelerate the improvement of production capacity, but also promotes the improvement of product energy efficiency. We plan to further expand our store network in 2025 to promote. More stores participate in national subsidies to ensure that policy dividends can reach more consumers. ”

But in the author\’s opinion, the fierce price war in the system doors and windows industry will not weaken or disappear as we wish in 2025. On the contrary, the fierce price war will continue to be staged, or even become more intense, which is inevitable And there will be involution beyond imagination. The reasons are as follows:

First, the market is obviously not strong. Zhou Zhong, the founder of Pan Home Circle, once made the following judgment, “I communicated with friends in the system doors and windows industry and found that the system doors and windows industry will be very polarized from now on, and companies with weak competitiveness will be eliminated every day. , strong companies will become stronger and stronger, especially Foshan door and window companies, it is said that there are people out of business every day Most of them are small-scale enterprises with no commercial competitiveness. This polarization will become more serious next year! \”The leading door and window enterprises are having an easy time, but the development and competition among most small and medium-sized manufacturers are more serious. Due to difficulties and changes, consumption competition in the system doors and windows market and competition among manufacturers will be forced to escalate and worsen.

Subject to macro Due to the influence of the economy and the real estate industry, the system doors and windows market, which should have been developing rapidly upwards and forwards, has entered the long-tail period of red oceanization. The strength of local markets and a few companies cannot cover up the overall downturn. Chao Yueliang, general manager of Xinhaoxuan Doors and Windows Marketing, also pointed out in \”Dialogue\” that the market environment next year will still not be optimistic. The cold winter is not short-lived, it must be a long-term climate. We really need to be prepared for the winter.

Second, consumption will be unexpectedly depressed . With the year-round implementation of the \”state subsidy\” policy in 2025 and the large-scale liberalization across the country, companies and merchants have stepped up their efforts to compete. This will lead to the homogenization of competition caused by the normalization of policy subsidies, and Consumption is faced with being overdrawn in advance by rounds of \”subsidies + promotions\”.

Door and window industry The combination of state subsidies and profit concessions from manufacturers will drive down the price of doors and windows, further stimulating door and window consumption. Consumption competition will inevitably become the sole focus and core of all manufacturers, and it will directly become a price fight. Whoever dares to lower prices will have lower prices. Tang Yiling, general manager of marketing of Dios Doors and Windows, also said that 2025 and the next few years will be an ice age, and we must be prepared. Next year will not be as optimistic as imagined. More of the existing houses are in big cities, and there are none in small and medium-sized cities. How many new houses are there? For a national enterprise like ours, we must carefully consider how to break the situation.

Third, the system doors and windows will be reshuffled naturally. The reason is very simple. Since the \”cards\” in hand are bad, then we will not play according to the existing rules, but find ways to promote the \”shuffle\” of the entire market first. The state subsidy policy has certain requirements for participating companies, such as having formal company qualifications and being able to issue invoices, etc. This has caused some non-standard companies to be eliminated. The counterattacks and attacks of these companies that are unwilling to go bankrupt will accelerate, and fierce battles will continue, and good companies will continue to fight. The promotion and implementation of currency expelling bad currencies will be accelerated.

Zhengjin Liu Kete, general manager of doors and windows, said that from the perspective of supply and demand, the current consumer demand for door and window products and the supply of brands are in a relationship where supply exceeds demand. This will inevitably eliminate some companies and brands with backward production capacity. In serious cases, 1/3 or even 1/2 may be eliminated. Under such fierce competition, the industry will also usher in an unhealthy development model. For example, when some companies are not profitable, they will magnify the situation of rushing for sales. In the long run, this will be very harmful to the development of system doors and windows.

Welcoming the \”roll\”

Based on this, in this process of market reshuffle, consumption competition and enterprise competition, the price war in the system doors and windows market will appear again in 2025 What new changes and possibilities are there?

Conjecture 1: The price war will not stop and will become more intense. The system doors and windows market will still be difficult to get rid of the entanglement of price wars in 2025. As market competition intensifies, price wars may spread from the low-end market to the mid-to-high-end market.

With As consumers’ awareness of smart homes and green environmental protection increases, the “smartness” and “greenness” of system doors and windows may become a key point of competition in 2025. Smart windows (such as automatically adjustingTemperature, light, sound control, etc.) and energy-saving and environmentally friendly system doors and windows (such as heat insulation, sound insulation, energy saving, etc.) will become major consumer trends. This means that price wars will no longer be based solely on low prices, but will be based on the added value and innovative technology of products. Manufacturers will differentiate themselves from other competitors by improving their technical content and functionality, and competition at different price levels may occur. , to promote the segmentation of the mid-to-high-end market.

Conjecture 2: Price wars are cyclical and local. The price war will not break out across the board, but will show cyclical and local characteristics. With the continuous development of e-commerce platforms, especially for high-value and high-demand products such as system doors and windows, online sales will occupy an increasingly important position in the future. The popularity of online platforms may intensify price transparency, making it easier for manufacturers to conduct price comparisons, thereby triggering price wars. During specific time periods, such as holidays or promotional seasons, manufacturers may launch more attractive price strategies.

At the same time, Price wars may be more pronounced in certain regional markets where competition is fierce. The integration of offline experience stores and online e-commerce platforms will become a new competition model. Manufacturers may provide more discounts through online and offline linkage, but the main theme of the entire market competition should be based on price concessions under the \”national subsidy\” policy. .

Conjecture 3: The effect of price war will attenuate, but it is irreplaceable. Price war can attract consumers in the short term, but in the long term, its effect may gradually weaken. However, the front-line market of the door and window industry has not yet seen a more effective means of stimulating consumption than direct price reduction and profit sharing. Some low-price competing manufacturers may reduce costs through mass production, simplified functions, etc., and launch low-price system doors and windows for price-sensitive consumers. Price competition in this part of the market may become more transparent and fierce, especiallyThis is mainly due to the demand for bulk purchases by decoration companies, construction projects, etc., and low prices may become the main means of competition. Similarly, consumers are not just pursuing \”low prices\” when purchasing door and window products, but are accustomed to \”taking advantage\”.

General For the operation and competition in the system doors and windows market in 2025, we must get used to the frequent occurrence of price wars, and we must face head-on issues such as price involution and vicious competition.

We must Clearly realize that if system doors and windows companies only rely on price wars to gain market share growth, the side effects of this short-term strategy cannot be ignored. Although a price war can attract consumers and stimulate sales in the short term, in the long term, it may cause the profit margins of door and window manufacturing companies to continue to decline, and even approach the break-even point, which poses a serious threat to the long-term healthy development of the company. This problem is like a hidden time bomb, and its potential destructive power cannot be underestimated.

For To achieve long-term and stable development, system door and window companies should pay more attention to competition in non-price factors, such as improving product quality and service experience, strengthening brand building, and promoting the research and development and application of green and smart technologies. Only in this way can enterprises remain competitive in future uncertainties and changes and avoid falling into difficulties caused by over-reliance on price wars.

each Great companies are all children of winter. Let us work together to build firm confidence in the mid- to long-term development prospects of China\’s system doors and windows industry.