In the ever-evolving hardware door and window industry, competition has shifted from price wars to brand battles. While price competition was once a common strategy, it's now becoming clear that long-term success depends on strong brand presence and solid market positioning. The financial turbulence in recent years has pushed many manufacturers into a downward spiral of cost-cutting, which is not sustainable. Those with weak foundations are struggling to survive, while stronger players are emerging as leaders.
This shift has created a "big reshuffle" in the market, where only the most resilient brands can thrive. Veteran manufacturers, especially those from the Nissan Xishan region, have been hit hard by this transformation. Many small and mid-sized companies are unable to weather the storm, leading to a natural realignment of the industry. As the market warms up again, a new order is taking shape, with the industry’s landscape being redefined. This means that the competition will become even fiercer, and the trend of market restructuring is inevitable.
Recently, several well-known brand stores in Shenzhen have started offering significant discounts to attract more customers. According to brand marketing expert Luo Baihui, the current reshuffling in the door and window market is a natural outcome of market forces. It's an unavoidable process that ultimately eliminates weaker, less reputable brands and clears the way for stronger, more established names.
For any brand to succeed in this competitive environment, it must offer real value—both in terms of cost-effectiveness and product quality. Companies need to have clear long-term strategies, continuously innovate, and deliver products that meet evolving consumer demands. Since 2009, the industry has entered a phase of large-scale transformation. For smaller brands, this period represents a crisis, but for well-established names, it's an opportunity to strengthen their position and gain more market share.
Even big brands are not immune to quality issues. Therefore, focusing on product quality and practicality should be a top priority. In addition to delivering high-quality products, companies must also invest in excellent customer service. Building a reliable after-sales team ensures that customers receive consistent support before, during, and after their purchase. Only through this holistic approach can brands truly meet customer expectations and build lasting trust.
Like many other industries, the door and window market suffers from heavy homogenization and frequent price wars. However, no sector can escape the cycle of market adjustment. Since 2013, the industry has seen a different kind of season compared to previous years. Traditional marketing tactics such as free gifts or promotional items have become less effective. The future belongs to brands that can stand out through innovation, quality, and customer experience.
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