Wooden door market uncertainties are mainly external

The wooden door market has faced a year of uncertainty, with economic conditions expected to improve slightly compared to the previous year. However, most of the uncertainties stem from external factors. Foreign demand remains weak, and there's even a risk of further decline. To navigate these challenges, wooden door companies must be well-prepared and adaptable. Since last year, the broader home industry has experienced a steady decline in sales. Although early this year saw some signs of recovery in the real estate market, the overall performance of the pan-home sector hasn't improved significantly. Major brand stores in provincial cities have been gradually withdrawing from the wooden door segment. These once highly sought-after retail locations were considered "golden opportunities" for dealers, often requiring extensive efforts to gain access. Now, those same brand stores are accepting smaller, less-established brands that were previously overlooked. This shift reflects a weakening consumer purchasing power. Even in suburban areas, hypermarkets have struggled with weak consumer spending. Retailers have launched various promotions—advertising campaigns, discounts, celebrity endorsements, cashback offers, and subsidies—but none have managed to reverse the downward trend in sales or prevent store closures. Market changes clearly show that traditional production models are no longer sufficient. Many wooden door companies are now shifting toward more integrated business strategies, moving away from simple manufacturing to offering comprehensive solutions. This evolution is essential for survival in an increasingly competitive environment. Currently, many wooden door markets remain sluggish, with frequent cases of store closures, brand changes, or business transitions. Companies at the lower and mid-end of the market are struggling with declining sales and fewer dealers. Since 2008, the cost of wood and the price of wooden doors in mainland China have risen sharply, surpassing even coastal regions like Guangdong. Finding skilled workers has become difficult, and those with technical expertise demand higher wages, further increasing labor costs. The industry’s “haze” from last year has not yet cleared, and the outlook for this year is even more uncertain. Rising raw material prices, increased fuel costs, and a 10% rise in logistics expenses have made operations extremely challenging. Some custom wooden door business owners feel that running a home-related business has never been harder. Experts predict that this year will mark a critical phase of restructuring in the custom home industry, with low-capital, low-end companies likely to be eliminated. In contrast, high-end solid wood home segments have not only avoided the downturn but have seen a 20–40% increase in performance. Representatives from premium solid wood home brands note that high-end consumers are less sensitive to price and more focused on quality, craftsmanship, service, and design. As long as the project meets customer expectations, other details can be resolved effectively. While one part of the market struggles, another thrives, creating a clear polarization. Due to the broader home industry boom, standalone wooden door, staircase, and flooring companies face greater pressure, leading some to exit the market entirely. Store closures are becoming more common, and rising costs are squeezing profit margins. For sustainable future growth, effective cost management, human resource control, and pricing strategies are crucial. Professor Yuan Yuan Liu from Renmin University of China believes that China’s economy will continue its recovery momentum in the fourth quarter of 2013, driven by ongoing policy effects, real estate reforms, and a more stable external environment. With improved financial conditions, the macroeconomic landscape is expected to move beyond the “new normal” into a period of faster growth. While external uncertainties remain, the overall economic outlook for 2013 is expected to be better than 2012. Minister Chen Deming of Commerce also noted that foreign trade conditions next year will improve, with the second half performing better than the first. Many observers believe that this year’s wooden door market will see some improvement over the previous year, though external factors still pose significant risks. Companies need to prepare thoroughly for the challenges ahead. The wooden door market is currently undergoing a “restructuring” process. Small-scale enterprises lacking R&D capabilities or technological strength will find it increasingly difficult to survive, while manufacturers with strong innovation and research capabilities will grow stronger, leading to further market polarization.

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