Analysis of Development Trend of Wooden Door Hardware Enterprises

In recent years, the home furnishings industry has seen continuous growth, driven by pan-home strategies and cross-industry integration. While many companies have chosen to specialize in their core areas or expand into related sectors, there has been ongoing debate about which path is more effective. Amidst this uncertainty, some companies have pursued diversification, while others have remained focused on their niche. At the Guangzhou Construction Fair, the trend toward large-scale home solutions became even more evident. Diversification is increasingly seen as the future direction for many businesses. Several well-known companies in the industry have expanded their product lines significantly. For example, a major brand started with flooring and then moved into wallpaper and wooden doors. Another company, European Sent, expanded from cabinets and wardrobes into the wooden door market. There's a common saying in the industry: “The last cake and the final pot of gold in the building materials sector lies in the wooden door industry.” Wooden doors are highly customized, and no single player dominates the market entirely. This has attracted many new entrants. When interviewed by Zhonghua Net, Liu Xizhe, General Manager of Dishan Home, said: “Cross-border operations have become a growing trend in the industry. The competition for individual products is already becoming intense. If you don’t consider other products, it’s hard to open up new channels. For us, this is not only a trend but also a necessary path forward—expanding operations and managing multiple product lines.” However, it's important to note that cross-border expansion carries risks. Companies should avoid blindly extending their reach without proper preparation. At the Guangzhou Construction Fair, Huang Jie, Sales Manager of New Invincible Security Doors, emphasized in an interview: “A company must first excel in its core business before considering diversification. Only then can it have the energy and resources to explore new areas.” Therefore, when expanding product lines, companies should first ensure that their existing products are well-managed and well-received. Focus on Excellence and Specialization Amidst the wave of diversification and market turbulence, some companies continue to follow a specialized path, sticking to their core competencies and deepening their expertise. For instance, TATA Wood Doors has remained focused on the wooden door market, establishing itself as a leader in the field. Industry professionals respect its commitment, and even dealers prefer to represent only the TATA brand. Executives at TATA focus solely on wooden doors, avoiding unrelated investments. In the era of "big homes," many companies still choose to stay true to their original vision, focusing on one product line rather than expanding broadly. Their goal is not to increase product variety, but to build a stronger brand identity. There are pros and cons to both approaches. For diversified companies, customers often seek one-stop shopping experiences, making it difficult to meet their needs with just one product. However, for specialized companies, focusing on a single area allows them to allocate all their resources effectively and maintain brand integrity. Expanding too quickly can dilute a brand's image and confuse consumers. On the other hand, being an expert in one area doesn't necessarily mean expertise in another. Focusing deeply on a single product line can lead to faster growth and better customer trust. Ultimately, whether a company chooses to diversify or remain focused, the key is clarity in positioning. Companies should not be swayed by market trends and should stay committed to their long-term strategy. By leveraging their available resources wisely, they can successfully capture a share of the growing wooden door market.

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