With the continuous development and upgrading of the door and window market, more and more consumers are paying attention not only to the price, quality and after-sales service of the products, but also to the brand reputation and the reputation of the merchants. If the enterprise still stays in the management concept of the seller's market in the past, it will certainly be in a disadvantageous position in the market competition, even be mercilessly eliminated by the market, and the door and window industry will enter the era of brand marketing.

Improving brand concept to compete for high-end market

China has become the leading consumer market of doors and windows in the world. Many domestic brands of doors and windows have reached or even surpassed foreign brands in terms of their performance and quality. However, foreign brands of doors and windows have almost monopolized the high-end market of doors and windows in China by making use of their strong financial strength and high brand awareness. In addition to historical reasons, weak brand awareness of domestic enterprises is an important reason for this situation.

Many business executives say that "low-end price, high-end quality" is their current business philosophy. Some windows and doors enterprises make full use of promotional means to attract consumers'desire to buy. As a result, from the second quarter of this year, the door and window industry has waged a price war, showing a growing trend, and even a rare low price of 499 yuan. This price is obviously lower than the manufacturing cost, but the brand is by no means equal to the sales volume.

There are some misunderstandings in the door and window industry: equating enterprises with brands. In fact, the product information price household type comment] brand can be independent of the factory's spiritual property, it can belong to you, can also belong to others. Many enterprises mistakenly believe that with good products and big factories, they have big brands. They put most of their resources into specific things, but they are reluctant to invest in brand marketing.

Accurate positioning and precise marketing

Brand is not only an effective tool for enterprise competition, but also a tool and carrier for realizing enterprise value. It is not indispensable, but a necessary choice. Positioning is not only the primary issue of brand operation, but also the strategic issue of enterprise's future development. Facts show that there has never been an all-inclusive enterprise, nor an all-inclusive brand. In the era of information flooding and product flooding, only the brand with accurate positioning can be recognized and selected by consumers.

By studying international brands and referring to the current market pattern, there will be several trends in the development of China's door and window industry in the future: first, there will be a few "comprehensive door and window brands", "professional brands", "personalized door and window brands".