Identify blind spots in the development of doors, windows and curtain walls and create new opportunities for industry development

The main reason for “competition” is because of the high degree of concern of the same industry in a relatively narrow area. It is precisely because of this concern that the leader has caused pressure in many aspects such as technology, strength, talent, and innovation.

The "blind spot" is different. There is no competitor. At least for a certain period of time there is no competitor. Even if a large number of imitators emerge after a certain period, it will only be in a state of follow-up, and it cannot constitute a serious * *. This is where blind spots create opportunities.

So what is a "blind spot"?

Sociologists believe that everyone’s life has blind spots. Life I haven't seen before, life I haven't experienced, landscapes I haven't seen before, knowledge I haven't touched, barriers I've never crossed.

Medical experts believe that the site without photoreceptors on the retina is called a blind spot. The blind spot is where the optic nerve passes. In other words, the blind spots in the human eye are due to the absence of photoreceptors, which is the lack of capture and response to outside information.

Psychologists believe that blind spots refer to one's prejudice, ignorance, and inertia for things. It is precisely because of its existence that it will make people in the process of solving new problems and expanding new fields, they will be subject to a pause in the psychological state of the success of the original thinking problem, and they will not be able to shake off the influence of experience and inertial thinking.

China's door and window curtain wall industry has not yet appeared famous enterprises and brands compared to automobiles, electronics, and transportation, and no real monopolist has yet emerged. This is actually a special industry. The products of this industry are individualized in terms of appearance, size, and function because of the diversity of buildings; the manufacturing of windows and doors requires sufficient space, equipment, technology, and manpower; Installation also requires professional technical and service regionalization. These particularities are doomed to be "blind spots" that will exist in all corners of the industry and await our discovery.

1. The acquisition of “capacity” has delayed the arrival of monopoly, and individualized doors and windows will become an opportunity monopoly. This is a process and goal that arises in the course of market economic competition. In order to obtain monopoly, business owners adopt advanced production techniques and scientific management methods to implement specialization and collaboration in production so as to effectively increase labor productivity and reduce manufacturing costs. In order to gain monopoly status and exclude small and medium-sized enterprises, large enterprises often rely on their own economic advantages to make the production of production materials, labor, and labor products increasingly concentrated in their own hands.

Monopoly requires three basic conditions:

1. Resource monopoly: The key resource is owned by a company.

2. The government creates monopolies: The government gives minority companies the exclusive right to produce certain special products or services.

3. Natural monopoly: Advanced technology or preconditions make a producer more efficient than a large number of producers in controlling product manufacturing costs.

The formation of monopolies in China's door, window, and curtain wall industries may come from "natural monopolies." "Capacity" is the bottleneck for achieving industrialization, scale, and standardized production.

From a theoretical analysis, a company with a certain scale of doors, windows, and curtain walls can fully achieve "monopoly" by increasing its "production capacity." However, these potential “monopoly” companies currently use mostly investment and construction instead of investment holding. It takes a relatively long period to invest and build factories, which creates the conditions for our SMEs to discover and occupy blind spots.

Personalized doors and windows will be the future development opportunities for SMEs. This kind of opportunity first stems from the restrictions on the scale of the product. It is precisely the intrinsic personalization of this product that has impacted and resisted the scale advantages of “monopoly” companies. Second, personalized products are much more complex than conventional bulk products in terms of technical performance, production methods, and supporting connections.

Personalized doors and windows will be closely related to the development of glass, building management systems and optoelectronic modules. It should attract the attention of business people.

The emergence and application of noise-proof windows, glass-sensitized windows, and solar-powered windows will impose higher technical requirements on the manufacture of personalized doors and windows: from carpenters to manufacturers of high-tech products.

Second, the brand also has its own value, brand cultivation can not stop the role of the brand is what? Many people understand the brand is relatively simple - for product development market services. It is precisely because of this understanding that when the supply of enterprise products falls short of demand, it is not difficult to understand the decision to give up or stop branding.

The lack of awareness of the brand has led to the emergence of blind spots for corporate leaders, and also created conditions for brands to catch up with their peers. This process is very much like a tortoise running, because the rabbit's carelessness and stagnation have brought opportunities for the turtle. The creation and nurturing of brands is not a short-term behavior. It is a continuation and constant innovation process. The cultivation of brands cannot stop.

The academic definition of a brand is: a name, a noun, a symbol, a design, or a combination thereof. The purpose is to identify the product or service of a seller or a group of sellers and to make it with the products of competitors. Labor services are different.

In fact, brands are as valuable as products. It's just that the two values ​​are different. The value of the product is that the company gives it a certain use attribute. The value of the brand is expressed in the purchase of the product because the consumer has psychological satisfaction and a sense of joy for a certain product.

In 1994, the number one brand in the world was Coca-Cola in the United States. Its brand value was 35.95 billion U.S. dollars, which was equivalent to 4 times of its sales. By 1995, Coca-Cola's brand value rose to 39.050 billion US dollars, and in 1996 it rose to 43.427 billion US dollars.

In the traditional market competition, when consumers form a clear brand concept, the price difference will appear secondary. This situation is even more pronounced when different brands are given special personalities.

According to relevant investigations, the average profit margin of the market leader brand is 4 times that of the second brand, and it is 6 times higher in the UK. The high profit margins of strong brands have played an important role especially under the conditions of market downturn or price cut competition. In fact, this advantage not only benefits from the economies of scale that we generally think, but more importantly, it comes from consumers' recognition of the brand's product value, which is the recognition of price differences.

Third, blind thinking is found in reverse thinking, there are many energy-saving technical parameters that effectively create market opportunities for doors and windows, then how many people will pay attention to the technical parameters of sound insulation? Doors and windows are the eyes of buildings, and we usually focus our attention on Party A and Owners can easily discover the window design and energy saving effect, and ignore or do not want to make efforts in noise prevention technology of windows and doors.

If we analyze the blind spot using reverse thinking, we will find that this blind spot is precisely our business opportunity. With the speed of urban construction accelerating, how many buildings stand beside the overpass, light rail, and the street, how many families could not sleep at night due to noise intrusion, and how many children complained because they could not concentrate on learning?

Reverse thinking often becomes an important method for solving difficult problems.

The National Space Administration found that a part of the space shuttle always failed. It wasn't bad here, it was bad, and it couldn't be solved with a lot of manpower and material resources. The last engineer proposed whether this part could be omitted. It turns out that this part is indeed superfluous.

Ballpoint pens stained paper and clothes due to leakage of pen oil after writing for a long time. To solve this problem, engineers have considered from the perspective of how to increase the wear resistance of the ball, but they cannot always be completely solved. A man named Marcel took a reverse-thinking approach and analysed another factor of the oil spill - excess ink. He used a ballpoint pen to do experiments. When he wrote 20,000 words, he began to leak oil, so he It is recommended that the length of the ballpoint pen be shortened. When 18,000 words are written, the oil is used up. This easily solves the technical problem of ballpoint pen oil leakage.

In order to prevent bacteria from multiplying, canned foods are initially vacuum-preserved. Canned food, vacuum is not only difficult to operate, high cost, more importantly, after the vacuum inside the can of the pressure drop, the can easily be crushed or broken. Some people used reverse thinking and invented the nitrogen gas filling method to dilute the oxygen in the air of the tank to a certain concentration to inhibit the growth of bacteria. After filling with nitrogen, the food bags bulge and it is not easy to crush foods in bags during transportation. More beautiful packaging.

The use of "reverse thinking" will help us find blind spots and effectively create market opportunities.

Fourth, the blind spots of regional brands, as long as you want to do it, you can achieve business leaders in addition to the lack of awareness of the brand, there is also the fear of nurturing the brand. The fear is nothing more than psychological and financial considerations.

From a psychological point of view, the leaders of small businesses have not yet formed a plan for future development. They are merely taking a step forward and are ready to change their course. From the perspective of funding, enterprises are still in a state of survival and there is no redundant funds for branding. In establishing and nurturing, even if some advertisements are made, it is merely an attempt to sell the products and there is no excessive thinking.

For example, in a certain area, there are dozens of companies that produce seals. After a long period of time, these companies have formed a mutual support for production. From the analysis of product quality, there is not much difference between each other. In terms of brand building, the similarities between manufacturers and the penetration of links cannot make entrepreneurs determined or confident to plan and implement “brand” construction.

This is a blind spot about "brand" awareness. It is precisely because of the convergence of most seal company leaders that they have created business opportunities for us.

"Opportunities are always favored by people who are prepared." Opportunities are equal for everyone. Discovering opportunities, understanding opportunities, seizing opportunities, and creating opportunities are watersheds for everyone's success.

Blind spots, creating opportunities.

Author: Blue Ocean Beijing, as Corporate Planning Ltd. Cheng Xuejun