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11 08

门窗企业多元化发展需两种力量 专业化经营也有

  • 发布日期: 2018-11-08

在多元化、个性化,提倡泛家居的时代背景下,不少门窗企业开始走向多元化道路,专业化经营的企业越来越少。存在即合理,未来多元化与专业化之间,门窗企业又该如何取舍呢?
 
Under the background of diversification, individualization and advocating pan-household, many doors and windows enterprises have begun to diversify, and fewer and fewer specialized enterprises are operating. The existence is reasonable, and how should the doors and windows enterprises choose between future diversification and specialization?
 
 
 
门窗企业多元化发展需有两种力量
 
There are two forces for the diversified development of doors and windows enterprises.
 
 
 
纵观中国门窗业,多元化发展已成趋势。不少门窗企业,都已进行横向扩张的多元化布局。对门窗企业来说,多元化是抢夺消费者和市场,以及在激烈竞争中寻求突围的重要途径。但多元化并不是万金油,盲目扩张毁于一旦的企业并不少。业界专家指出,大家居一直都在“泛”,但不是谁都可以“泛”,要小心地“泛”。
 
Looking at China's doors and windows industry, diversified development has become a trend. Many doors and windows enterprises have carried out diversified layout of horizontal expansion. For window and door enterprises, diversification is an important way to seize consumers and markets, and to find a breakthrough in the fierce competition. But diversification is not a golden rule. Blind expansion has destroyed many enterprises. Industry experts pointed out that everybody's residence has always been "pan", but not everyone can "pan", we should be careful "pan".
 
 
 
那么,到底什么样的企业达到什么样的条件才可以“泛”?业内人士透露进军大家居的有两种力量。一是消费者有装修恐惧症,家居一体化服务是市场趋势;二是企业在本领域上有领先优势,能够自然而然地拓展到其它定制领域。从中可看出,依托某一领域优势逐一拓展相关领域是重要策略。布局多元化的企业大多遵循这一原则。从相关联品类拓展,不管是从技术基储资源整合还是消费者认知来看,都有先天优势。
 
So, what kind of enterprises to achieve what conditions can be "pan"? Industry insiders revealed that there are two forces to enter the big house. First, consumers have decoration phobia, home integration service is the market trend; second, enterprises in this field have a leading edge, can naturally expand to other customization areas. From this we can see that relying on the advantages of one field to expand related fields one by one is an important strategy. Companies with diversified layouts mostly follow this principle. From the perspective of related category expansion, whether from the integration of technology-based storage resources or consumer perception, there are inherent advantages.
 
 
 
门窗企业专业化经营也有发展春天
 
Professional development of doors and windows enterprises also has development in spring.
 
 
 
相比纷纷布局“多元化”的火热,仍坚持深耕单一品类专业化运营的企业越来越少。这是否意味着专业化缺乏广阔的发展空间?业内人士认为,专业化是一个很大的市常“把自己做好、做优、做细、做精,才是最强的企业。”
 
Compared with the "diversification" of layout, fewer and fewer enterprises still insist on deep cultivation and specialized operation of a single category. Does this mean that specialization lacks a broad space for development? Industry insiders believe that specialization is a very big market often "to do a good job, do a good job, do fine, do fine, is the strongest enterprise."
 
 
 
从全球和历史的眼光来看,国际知名品牌以及百年老店确实是通过专业化发展壮大,它们在专一领域做到了极致,成为所在品类中当之无愧的领先者。对消费者而言,他们倾向于认为专业化品牌产品和服务更专业可靠值得信赖。业内人士表示,企业需一直专注、专心,走专业化发展道路。
 
From a global and historical perspective, international well-known brands and centuries-old stores are indeed growing through professional development. They have achieved the ultimate in a specific field and become worthy leaders in their category. For consumers, they tend to believe that specialized brand products and services are more professional and reliable and trustworthy. Insiders say that enterprises need to focus and concentrate all the time and follow the path of professional development.
 
 
 
未来家居大部分企业将回归专业化
 
Most enterprises in the future will return to specialization.
 
 
 
从目前形势来看,门窗行业颇有“多元化”压倒“专业化”之势。未来是否会越来越多企业摈弃深耕专业化,选择多元化扩张?业内人士认为,从市场走向来看,应该是专业化和多元化两者并存,以专业为主。他指出,多元化布局特别是“大家居”战略对企业的人才、资源、资金、研发设计等要求很高,并不是每个企业都适合。未来大家居领域能真正出一些有实力的品牌,但大部分企业还需要回归专业化。
 
From the current situation, the doors and windows industry has "diversification" overriding the trend of "specialization". Will more and more enterprises abandon deep cultivation and specialization and choose diversification and expansion in the future? Industry insiders believe that from the market trend, specialization and diversification should coexist, with specialization as the main. He pointed out that the diversified layout, especially the strategy of "big residence", requires a lot of talents, resources, funds, R&D and design of enterprises, and not every enterprise is suitable. In the future, there will be some strong brands in the field of big house, but most enterprises need to return to specialization.
 
 
 
就多元化趋势来看,专家则认为企业应该在单一品类专业化程度很深的基础上再做多元化。因为企业跨界做其它品类会存在“不专业”的风险,毕竟中国大部分企业在细分品类没有绝对优势。从中可看出,业内人士将专业化和多元化作为企业发展不同阶段的选择。
 
On the trend of diversification, experts believe that enterprises should be diversified on the basis of a deep degree of specialization of a single category. Because there is a risk of "unprofessional" when enterprises cross the border to do other categories, after all, most Chinese enterprises have no absolute advantage in subdividing categories. It can be seen that professionals in the industry regard specialization and diversification as the choice of different stages of enterprise development.
 
 
 
总之,门窗企业在布局多元化发展之前,还需先做好专业化,只有在主营业务做好的同时,再朝向多元化发展成功的机率才会大大提升。
 
In a word, before the diversified development of the layout of the door and window enterprises, they need to do a good job of specialization. Only when the main business is well done, the chances of success in diversified development will be greatly improved.


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