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The domestic wooden door industry has long been facing intense market competition, and as the fittest survive, many underlying issues have surfaced, hindering its sustainable growth. According to insights from a leading figure at Chuanwang Wood Market, the current challenges can be summarized into two main areas.
First, despite a strong market demand, many wooden door products are struggling to sell. This is largely due to external factors such as tightened real estate regulations, rising raw material costs, increased labor expenses, and unpredictable weather conditions like floods and droughts. As a result, the domestic wooden door sector has experienced a decline. Recently, cities like Zibo in Shandong, Jiajiang, and Yunnan have seen large-scale production shutdowns. With frequent occurrences of overcapacity and market saturation, small and medium-sized companies are under immense pressure, as more consumers are becoming rational and less willing to pay for expensive wooden doors. Many companies now face heavy inventory, forcing some to halt parts of their production lines.
Industry experts point out that the wooden door sector remains heavily traditional in both management and marketing practices. Employee quality is often low, and only a few companies have well-established brands and solid distribution networks. Most lack standardized sales channels and effective marketing strategies. Dealers often rely on personal relationships rather than product quality when choosing suppliers. Additionally, many companies fail to build strong brand identities or implement systematic business models. They lack professional marketing teams, accurate market intelligence, and customer-centric service standards. Without a well-organized system for research, production, and supply chain management, the industry is vulnerable to high capital investment and long-term risks, which can lead to failure at any time.
In conclusion, it's clear that internal operations and market standards need urgent improvement. Companies can consider pausing certain production lines to reduce inventory and wait for better sales periods. There is still a real demand for quality wooden doors, and if products are well-made and properly marketed, they can still achieve success regardless of market fluctuations.
Second, promotional activities during holidays such as the Mid-Autumn Festival and New Year are no longer as effective as before. Phrases like “Fold,†“Buy Now,†and “Limited Offer†dominate the market, but these tactics are no longer surprising. Some companies even resort to questionable methods to attract attention. However, consumer interest in such promotions has significantly declined. With rising prices and tighter budgets, buyers are more cautious and less responsive to aggressive sales tactics. As a result, even during peak promotional seasons, foot traffic in building material markets has dropped dramatically, making it harder for businesses to drive sales.