The production and distribution of doors and windows is largely dominated by small to medium-sized family-run enterprises. Compared to more established industries, the overall management level in this sector remains relatively low, with limited awareness of modern marketing strategies and a lack of structured competitive approaches. Most companies rely on basic price comparisons, leading to a form of competition that is often superficial and unsustainable.
Traditionally, the retail model for doors and windows has been based on leasing retail spaces. Producers typically sell their products wholesale to dealers, who then resell them to consumers. This indirect approach makes it difficult to control pricing, as dealers often prioritize their own profit margins over consumer satisfaction. Many dealers invest heavily in local decoration stores but are reluctant to lower prices, which hinders product promotion within traditional home shopping malls. Additionally, due to limitations in quality and operational capacity, these dealers struggle to provide satisfactory after-sales service, leaving both consumers and contractors in an awkward position.
It has become evident that this outdated business model fails to protect consumer rights or meet evolving market demands. As a result, many consumers are turning to new purchasing methods such as online group buying and factory direct sales. These trends signal a growing challenge to the traditional dealer-based sales model, which is increasingly seen as obsolete.
To address these issues and reduce the burden of high retail rents, some manufacturers have started experimenting with chain operations. This shift has sparked considerable interest within the industry, with many business owners believing that door and window chain operations could be the future of marketing in this sector.
According to industry experts, while the concept of chain operations may still feel novel in the door and window industry, it has been widely used in other sectors for over a century. For example, the Singer Sewing Machine Company pioneered franchise models as early as 1865, setting a precedent for standardized retail and service operations. Chain management offers several advantages, including economies of scale, strong brand recognition, and efficient, standardized operations. However, it also places higher demands on manufacturers, requiring them to not only produce unique products but also maintain consistent sales and service standards. Franchisees, on the other hand, must adhere strictly to the manufacturer's guidelines, ensuring uniform branding, pricing, and service quality. This model allows merchants to benefit from the manufacturer’s reputation while maintaining a streamlined and effective operation.
In addition to chain operations, online marketing is also gaining momentum in the door and window industry. Beyond the intensifying competition and the pursuit of new business opportunities, the shift is driven by changing consumer preferences and buying behaviors. A recent survey found that 90% of door and window retailers reported profitability from online sales last year, with 75% of those businesses also seeing profits from online channels. Industry leaders have acknowledged these findings, noting that many successful companies have already recognized the value of digital marketing. While early efforts focused mainly on brand exposure, today’s companies are now leveraging online platforms to explore deeper commercial opportunities and expand their reach more efficiently.
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