The standardization of wooden doors in China is very high in 2013. The process of standardized production in the wooden door industry seems irreversible. As a custom door, it firmly occupies most of China's wooden door market. For the wooden door industry, which is dominated by small and medium-sized enterprises and has a large scale of production capacity, how should the wooden door enterprises choose in the face of standardization and customized road crossings?

Customization still dominates

Although the industry's call for standardization of wooden doors has been constant, it is undeniable that China's wooden door industry is still in the stage of customization.

Customized wooden doors are actually a differentiation strategy for wooden doors, which can satisfy some customers with special needs. If the price factor is abandoned, customization will also bring different experiences to consumers. For example, a wooden door brand has upgraded its raw materials, paint process, marketing service, after-sales service, etc., and its products and services have been upgraded to consumption. What brings is a value-added service.

It is understood that the basic process of customizing wooden doors is: after the customer first selects the style, texture and color of the door, the staff of the wooden door sales point will measure the size on site, and after the size is finished, the wooden door style and size will be reported to the wooden door production factory. Only began to enter the production process of the wooden door. It is precisely because China's wooden door enterprises are mostly based on custom-made orders that accept orders, so the production scale is often limited to a certain area, and it is difficult to form large-scale large-scale wooden door enterprises.

According to the China Door Industry Development Research Report, as of the end of 2011, China's door industry production enterprises have exceeded 11,000. Most of them are small enterprises, often workshop-style production, poor equipment, poor management, and lack of independent innovation and independent intellectual property rights.

Fu Yuejin, a quality inspection center of the Wood Research Institute of the Chinese Academy of Forestry, also pointed out that the problems in China's wooden door industry are not only the standard lag, but also the problems of small scale and low brand efficiency. Wang Yonglin said that the improvement and improvement of the standard system is indeed conducive to environmental protection and structural adjustment. However, it is still impossible to copy the experience of European and American wooden door enterprises, because the inventory pressure caused by large-scale production will inevitably cause a devastating blow to SMEs. Moreover, because the market demand is diverse, especially with the development of the market, the decorative attributes of wooden doors gradually replace their functionality as the most important demand of consumers, so the trend of customized wooden doors is irreversible.

The unity of opposites under the dilemma

On the one hand, the voice of standardization is constant, and on the other hand, it is the status quo of customized domestic market. What are the reasons for China's wooden door industry for two seemingly irreconcilable aspects?

“Standardization and customization are not contradictory.” Industry insiders explained the current status of the industry, saying that the purpose of standardization is to reduce costs and reduce consumption by standardizing production, and to bring greater benefits to consumers. Wooden doors can meet the individual needs of consumers. “In essence, these two trends are oriented to the needs of consumers.”

Wu Shengfu, director of the Woodworking Committee of the China National Forest Products Industry Association, also believes that the standards and standardization of the wooden door industry are actually two concepts. The standard refers to the industry norm, which is the standard set by the competent authority for the enterprise to regulate the classification, technical indicators, quality, safety performance, etc. of the product, and the standardization refers more to the production process.

“Customized wooden doors can also be standardized for production.” Industry insiders said that the customized production of orders is the inevitable development of the wooden door industry. The wooden door standard can stipulate the environmental protection and mechanical properties of the wooden door products, but with the development and advancement of science and technology, the differentiated wooden doors can also achieve large-scale production.

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