Although doors are no longer endowed with grand significance such as door style and door view, they still have irreplaceable important value in today's home life.
Any house, even a small one bedroom house, will have several doors, even if you can't see them, you can also meet them when you look up. A beautiful, high-quality, durable and soundproof door is not only related to the daily life comfort of a family, but also reflects the life pursuit and attitude of a family.
However, in real life, the satisfaction of the young middle class with wooden door products is not high. According to the 2022 China Wooden Door Consumption Trend Insight Report (Wooden Door Consumption Report), only 15% of the respondents said that they were "very satisfied" with the wooden doors at home. The main pain points are "unfashionable", "inappropriate style" and "poor sound insulation".
The 2021 China Wood Door Industry Development Report (Wood Door Industry Report) issued by the Wood Door and Window Professional Committee of China Wood and Wood Products Circulation Association pointed out that the problem of product homogeneity in the wood door customization industry has a long history. Although the production cost of enterprises has risen again and again, the consumer terminals still want good quality and low price. "What you buy is expensive, what you sell is cheap" has become a common problem faced by wood door customization enterprises, What's more, they are still trading price for volume for immediate benefits, seriously disrupting the market order.
The demand side is full of pain points; The supply side is seriously homogenized and chaotic. It is time for the wooden door industry to be upgraded iteratively.
The young middle class buys wooden doors, which is different
Compared with any previous era, today's Chinese consumer market is significantly different.
The largest independent variable is the consumer population structure - the post-80s and post-90s generation are gradually replacing their parents and becoming the backbone of society. When they become the main force of consumption, the market demand has naturally undergone earth shaking changes.
This generation was born and grew up after the reform and opening up, accompanied by China's economic boom and the improvement of residents' living standards, so they are more confident, more personalized, no information gap, no longer "face saving" in consumption, but focus on quality and emotional experience, no longer satisfied with the same standardized products, but hope to show personality and taste, and even prefer niche, fashion style.
At the same time, because most of the people of this generation live in cities, with heavy work and great life pressure, and many have become parents, the young middle class has put forward higher requirements for the quality of wooden doors, such as integration with the style of home decoration, sound insulation and privacy.
In addition, this generation is deeply influenced by the Internet. They are open-minded and pay more attention to the concept of sustainable development, so they often require green materials and environmental protection.
All these have led to the drastic changes of the whole household decoration market and the wooden door, a subdivision track.
Third party reports and industry statistics also describe the new trend of wooden door consumption from different dimensions.
The Wooden Door Consumption Report pointed out that in 2022, China's wooden door consumption market is in the "time of intergenerational transformation". Consumers' demand for wooden doors is changing from the past "just enough" to the pursuit of fashion and quality. In terms of style, the highest votes were for frameless or extremely narrow border doors (38.24%), followed by hidden handle doors or pocket hidden doors (32.35%).
From the perspective of quality, through the cross analysis of the two indicators of "annual income" and "favorite material", the Wooden Door Consumption Report also found that the more high-end users pay more attention to the characteristics of "solid wood" in terms of material selection. The research report also shows that 67.8% of Chinese household users will consider the raw materials of products when purchasing hardbound household products; 60.5% of Chinese furniture users consider environmental protection.
With the emphasis on quality, fashion design, personalization and market segmentation, it must be the product stratification. In other words, the younger middle class with more consumption power tend to pursue high-end products.
This is indeed the case. By the end of May 2022, although the business area of wooden doors in shopping malls across the country had decreased by 9.7% year on year, the sales volume had increased by 35.2% year on year. In other words, the customer price of wooden doors is increasing. This trend reflects the fact that, on the one hand, consumers are still willing to invest heavily in the category of wooden doors, and on the other hand, consumers have increasingly high requirements and expectations for wooden doors.
It can be seen that for wooden door enterprises, whoever can deeply study the lifestyle of today's young middle class, further subdivide the needs of users, sort out the characteristics of products corresponding to different groups, strengthen independent scientific research and innovation, and create the top products that can become the carrier of high-quality life through the innovation and upgrading of materials, technology and design will take the lead in capturing the minds of consumers in the wave of wooden door consumption upgrading, Form a competitive advantage and moat, get out of the quagmire of homogeneous competition, and obtain higher brand premium and operating profit.
