Shijiazhuang HuangJia Trading Co., Ltd , https://www.hj-cosmetic.com
Sen Shuping, Chairman of Senying Window Industry Co., Ltd.
Subvert the impression of wooden windows
As a high-grade building window, modern wooden windows have been widely used in Europe and the United States, but only entered the Chinese market for more than ten years. At present, the domestic high-grade wooden window market is dominated by European-style windows, which is completely different from the traditional wooden windows in the country. Modern wooden windows are made of integrated materials, and the wood is treated with special techniques to improve the anti-corrosion and anti-deformation capabilities. The modern wooden window manufacturing process is strict. In order to ensure that the wooden window does not crack, the wood is subjected to periodic forced circulation steam drying. Although the drying method has high cost, the indoor gas circulation is uniform and can meet the high quality drying requirements. According to Bian Shuping , chairman of Sen Ying Wood Window, the service life of modern wooden windows can be higher than 70 years, as long as the paint film maintenance is done every few years.
Although the quality of modern wooden windows is first-class, the cost is relatively high. Some market prices are 4,000 yuan per square meter, which is suitable for high-end residences such as villas and high-rises. Therefore, the current market share in China is only 0.3%, which has not been widely popularized. . The national “Twelfth Five-Year Plan†has made clear the goal of energy conservation and emission reduction. As an important part of energy conservation and emission reduction, building energy conservation has also received attention from relevant departments. Doors and windows have received much attention as an important force in building energy conservation. According to Bian Shuping, there are currently four major window systems in the world: aluminum, plastic, steel, and wood. Only wooden windows are underground resources. Other aluminum, plastic, and steel are underground resources. Therefore, wooden windows are energy-saving, environmentally friendly, and structural. Strong characteristics, wood grain texture is more close to nature, close to life, especially in energy saving and environmental protection has outstanding advantages.
The heat transfer coefficient of wood is much lower than that of aluminum, plastic and steel. For any kind of wood, the heat transfer coefficient of 68 mm can be as low as 1.3 W/m?·k. If spruce can reach 1.1 W/m? · k. The aluminum alloy window heat transfer coefficient is 3.6W/m?·k, and the ordinary plastic steel window is 2.2-2.7W/m?·k. The advanced stage plastic steel window is not steel lining and can be achieved by multi-cavity structure, but the cost is also very high. The low heat transfer coefficient effectively improves the performance of thermal insulation and greatly reduces the carbon dioxide emissions during air conditioning and heating.
Wood window industry expects energy-saving standards
The rise of China's wooden window market began in 2000. Compared with the window window market share of about 30% in European wood windows and the history of nearly one hundred years, Chinese wooden windows are still in their infancy. According to incomplete statistics, at least 500 million square meters of window products were produced in China in 2011, of which the production of wooden windows was 1.5 million square meters, with a share of not more than 0.3%, a very low proportion. The reason is that modern wooden windows have a short history of growth in China, and consumers' awareness of wooden windows is not high; plus modern wooden windows are expensive, mostly used in villas, and the demand is limited.
In addition, China's wood window processing is still in the "vertical axis processing stage", which can also be called the workshop processing stage. There are more than 200 wooden window manufacturers in China, and there are less than 100 manufacturers with imported main tools such as imported processing centers. The processing technology has yet to be perfected, and the shortage of technicians and technicians has also caused the wooden window market. The quality of the industry is limited.
Bian Shuping, chairman of Senying Window Industry Co., Ltd. believes that the most fundamental reason for the low proportion of wooden windows is the lack of energy-saving standards. “In Beijing, for example, the current heat transfer coefficient standard is 2.8W/m?·k, which is equivalent to the German standard of 1984. If China's energy-saving standards are low, developers and consumers will still ignore the energy-saving effect of wooden windows. "How to standardize the wooden window industry with a large number of workshop-style enterprises, he said that "there are many large and small window factories in China, and the research and development capabilities are generally insufficient. It is bound to bring vicious competition, cut corners, and fail to meet energy-saving standards, resulting in product quality." The phenomenon of different worlds, the formulation of energy-saving standards can effectively restrain corporate behavior."
What is the future market prospect of China's wooden window industry without modern history?
In Bian Shuping's view, when Sen Ying began to make modern wooden windows in 1998, there were only one or two wooden window enterprises in China, which could not be called an industry. After 15 years of development, there are 200 fast-moving companies in China, but these 200 are still seed companies. There are 400 wooden window factories in a small Germany. The capacity of the Chinese market is 20 Germans. China's wooden window industry has great prospects, and it is possible to develop to a thousand or even 2,000 in the future.
Deep-growing wooden window industry positioning German system
The wooden window seems to be a narrow industry, in fact, the variety is rich. In addition to the two main window systems German and American systems, English, Italian and Spanish wooden windows have their own product characteristics.
In 1998, Senying Window Industry Co., Ltd. was established in Harbin. As the first large-scale window enterprise to introduce modern wooden window production technology to China, Mori Eagle decided to "do not make plastic steel windows, do not make aluminum alloy windows, or The three principles of doing the door. For 15 years, this company that specializes in the production of wooden windows has been carrying out its vows. Until 2011, Chairman Bian Shuping had another unexpected decision.
The unexpected decision is not to repent of the "three no principles", but to deepen the wooden window industry and focus on the development of German-style wooden windows. To this end, Mori Eagle gave up a product line with considerable interest.
Chairman of the Board of Directors, Shu Shuping, revealed in an interview with Sina Home Furnishing that since March last year, Senying began to abandon the Italian-style wooden-clad aluminum composite window. From the first introduction of the product in 2001 to the decision to abandon sales in 2011, its sales. It has reached 30% to 40% of the total sales of Mori Eagle. “From July 1st, 2011, Mori Eagle stopped ordering the Italian-style wooden-clad aluminum composite window. In 2012, it began to abandon the production of Australian, Spanish and American wooden windows. Recently, we decided to open the British-style products. Also give up."
For why the abandonment of many profitable products is only the development of German-style wooden windows, Bian Shuping said: "The German-style wooden windows are commonly used in the Chinese market. The German-style system has a high degree of precision. I divide the wooden window into three. Representative, one is sawing plane, is handmade wood window; one is push table saw plus vertical shaft, we call it the workshop wooden window; there is also a preferred saw, machining center, automatic painting line, vertical assembly line On behalf of the German-style wooden window, Germany is a mechanical kingdom, the products are very sophisticated, so the German products are more in line with the Chinese taste."
“Sen Eagle set the 'Three Unprinciples' at the beginning, and it has persisted in these 15 years. When I first mentioned the 'Three Unprinciples', I felt that life is limited and limited, one person, when you are against an industry. As you get deeper and deeper, you will find that the more ignorant you are, the more incompetent you are, and the more you can't do it all your life." "And now we concentrate all our energy on the German-style wooden window system and do it." Deep, let him adapt to the complex climate of China, and hope that we can take a deep and narrow road instead of a wide and shallow road. This is our idea."
"Future competition, strategic success, the key lies in positioning, positioning is correct, the direction is right, success is just around the corner!" This is a sentence in Bian Shuping Weibo, Mori Eagle deep-cultivated German-style wooden window industry, single-wood development of single-wood bridge Whether it is accurate or not requires judgment in the future development of the market.