Plastic window equipment analysis of competitive strategy for plastic window profiles


Doors and windows are a new type of chemical building materials. The most notable features are the energy saving of seals, the replacement of metals and wood, the adaptation to today's human environmental requirements and the large-scale industrial production, which has been widely used worldwide. The main material for the production of plastic doors and windows is a modified polyvinyl chloride (PVC) extruded profile. As the country vigorously promotes plastic doors and windows, profile companies have gradually entered a mature stage after experiencing rapid growth in China.

Plastic window equipment According to the data, in 1986, there were less than 20 plastic window profile manufacturers {TodayHot}, with an annual production capacity of less than 100,000 tons, and the actual sales volume was only 10,000 tons. The production equipment and technology are almost entirely from Europe. With the introduction, the whole industry is in its infancy; in 1995, the country promoted plastic doors and windows as a new type of chemical building materials, supplemented by policy support, and the industry entered a rapid growth period.

By 2002, there were more than 396 manufacturers of plastic window profiles, and the annual production capacity has soared to more than 2.8 million tons. The sales volume has also increased to 1.2 million tons. The import production line has increased slightly, reaching 26%. Expanded, 55 companies with an annual production capacity of more than 10,000 tons, accounting for 14% of the total, of which only the top two leading companies accounted for 26.5% of the industry. After 200 years, the profile industry has entered a period of rapid growth. At the same time, the production capacity has begun to concentrate on large-scale enterprises. The investment in production equipment has increased, the number of imported equipment has increased, manufacturers have paid more attention to product quality, and technology has been steadily improving. {HotTag}, the industry has basically entered a mature period.

Plastic window equipment According to the law of market economy, the life cycle of an industry can be roughly divided into the initial stage, the growth stage, the mature stage, and the recession stage. The future market situation of China's plastic window profile industry will remain in the mature stage for a long time or will enter the recession stage. It is a concern of the whole industry. From the development experience of the foreign plastic window industry, for example, the plastic window profile industry in Germany has a history of more than 40 years, and China has less than 20 years, so it is still very likely to remain mature. Another factor that determines whether the industry will decline rapidly is the demand for social products in the industry.

In China, plastic doors and windows belong to the key chemical building materials promoted by the state, and the outline of the National Tenth Five-Year Plan for the Promotion and Application of Chemical Building Materials: “In 2005, the market share of plastic doors and windows in the building windows and doors nationwide reached 20%, 20 15 years. Up to 40%". As China's overall economy is in a period of rapid development, the demand for plastic windows has continued to grow. Therefore, people inside and outside the industry generally believe that the demand for plastic window and its profile industry will maintain a high growth rate in the long run. That is to say, the view that China's plastic window and profile industry will remain mature at a long time has been widely recognized.

It can be seen from the industry data in 2002 that after the profile industry entered the mature stage, although the market demand maintained a high growth rate, the production capacity of the production enterprises grew faster. Under the influence of the market supply and demand leverage, China The growth rate of the plastic window profile industry has declined and entered the buyer's market. The internal competition in the industry has intensified, which has led to a decline in the profitability of the industry and the adjustment of the market strategy of the enterprise.

The first step in adjusting the strategy is to maintain the cost leadership of plastic window equipment http://Enterprise. In the mature window plastic profile industry, due to technical stability and product homogeneity, the domestic buyer's market is very sensitive to price. Whether it can effectively control costs is the key to whether the company can win in the fierce competition. Large enterprises with a certain scale can achieve cost leadership first, thus gaining a larger market share, and thus being able to update equipment, maintaining a leading position in cost advantages and achieving a virtuous circle. This is the economies of scale.

For some small and medium-sized enterprises, the scale is not as good as that of large enterprises. Therefore, developing characteristic management is an important way for enterprises to survive and develop. One is to achieve product differentiation, that is, companies can provide products or services that are unique in the industry. Such as through unique product design, technical characteristics, service methods, sales methods, sales methods, etc. to achieve the difference with other products, so that users pay attention to product prices, and pay attention to its featured services, in order to gain market share .

In doing so, the plastic window equipment enterprises can avoid positive competition and form an advantage that other enterprises are not easy to catch up in a certain field, thereby forming a brand effect and obtaining a higher profit rate. The second is to use centralized measures to meet the requirements of specific customer groups, such as centralized service of one or a few large customers or a certain regional market, intensive operations in this area. By adopting this kind of management means, enterprises can concentrate on using the limited funds, manpower, equipment and other resources to form cost advantages and professional and excellent special services in the local market, so as to win in the competition.

Another business strategy is to open up bigger markets. If you participate in international competition, the risk of business operations will be dispersed, and “the east side of the sunrise will be raining in the west”, so that enterprises can be circumvented when they suffer from regional competition.

In short, after the profile industry enters the mature stage, all enterprises must not only face product competition, but also have competition in thinking mode and business strategy. Enterprises should clearly define their position in the industry and establish corresponding operations according to different levels. Strategy, only by cultivating a brand with corporate characteristics, can be in an invincible position in the increasingly fierce market competition.
'Plastic window equipment analysis plastic window profile industry competition strategy

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