The "trade-in" policy takes effect: the renovation of existing housing activates new consumer demand

At present, China's real estate market has undergone structural changes. From the past era of "large-scale development and large-scale construction" increments, it has officially entered the "memory era" dominated by old renovation, renovation, and second-hand housing transactions. Under the actual environment of slowing down the growth rate of new houses and under pressure on engineering orders, the vast stock housing renovation market has become an important trend for the door and window industry to break through. It is worth noting that with the frequent introduction of "trade-in" special project subsidy policies aimed at boosting domestic demand by national and local governments, this policy dividend has directly evolved into a powerful catalyst for activating new demand for door and window consumption, guiding a large number of consumers in the "wait and see period" to end point stores.

From the demand side, a large number of old residential areas and old houses built in the late 1990s and early 2000s have generally entered the "aging and decline period" after 15 to 25 years of wind and rain erosion. Many old houses still use early ordinary plastic steel windows or single-layer thin glass aluminum alloy windows. These old doors and windows are not only severely cracked and deformed, resulting in indoor "heavy rain leakage and light rain seepage" during typhoon and rainstorm seasons, but also due to insufficient profile stiffness and structural design defects, they cannot block the convection of hot and cold air in winter and summer. What makes city residents even more troubled is that the old doors and windows have little sound insulation effect, and the quality of sleep of residents is greatly reduced in the face of increasingly noisy urban roads, viaducts, and commercial district noise. These people's livelihood pain points have converged into a huge and urgent rigid demand for the renovation of old windows. Faced with the "hard bone" of stock room renovation, the marketing model and supply chain delivery system of the door and window industry are also undergoing a revolutionary reconstruction. Unlike hardcover or rough installation in new houses, the replacement of old windows in stock rooms is an extremely complex "surgical operation".

It faces two major pain points: first, the construction environment is complex, and tens or even hundreds of kilograms of old windows need to be safely and accurately removed and hoisted downstairs without destroying the original walls and interior decoration; second, the time requirement is extremely high. Since the owners usually still live in the house during the renovation period, any long-term exposure to broken windows will seriously interfere with their daily life. In order to solve this problem, leading manufacturers in the industry have begun to upgrade from simply "selling doors and windows" to "selling full-cycle old renovation solutions". Many companies have launched differentiated services of "24-hour flash installation" or "same-day dismantling, same-day installation, and same-day occupancy" for the stock housing market. Through the front precision measuring ruler, the high-precision modular flexible customization at the factory end, and the professional processes such as "standardized dust-free protection, silent demolition, and seamless docking and gluing" promoted by the on-site construction team, the impact of construction on the lives of the owners was minimized. It can be said that the "trade-in" policy of the national home furnishing has not only given a boost to the sluggish consumer market, but also profoundly forced the door and window industry to accelerate the transformation from traditional extensive manufacturing to ultra-fine customized delivery service providers.