The continued decline of the real estate market has taken away the incremental water source that the building materials industry has relied on in the past few decades.
Typical categories such as doors, windows, coatings, flooring, and architectural ceramics have seen significant market capacity shrinkage, and even showed signs of being cut in half compared to the peak period.
The chill in the overall market is truly transmitted to each specific manufacturer, and everyone from the head office to small and medium-sized enterprises generally feels the chill.
However, there are still companies that are optimistic and enterprising, bucking the trend and breaking through in the shrinking market.
Jinzhi Shangpin is highly active in the doors and windows industry.
After the urban living room is released in 2024, a series of innovation offensives will be launched from 2025 to early 2026.
The City Reception Hall is located in Fusen Mei Tianfu Live Port in Tianfu New District, Chengdu, covering an area of 2,300 square meters. It integrates multiple functions such as product exhibition and sales, scene marketing, etc., breaking through the functional boundaries of traditional commercial spaces.
Relying on the city reception room, Jinzhi Shangpin has made many friends in the industry and formed a new ecology of common and upward growth.
Since 2025, City Living Room has held dozens of various activities, successfully connecting upstream and downstream resources in the industry chain, and leveraging order scale beyond traditional stores.
Guiyang’s City Living Room will be completed in early 2026 and will establish in-depth cooperation with 100+ outstanding local designers.
In addition, Jinzhi Shangpin launched the high-end brand of Fansize doors and windows, entered the high-end smart door and window track, and built high-end services and a sustainable channel ecology.
We also launched a comprehensive new media marketing offensive, completed the self-media matrix layout, and the president’s IP matrix also achieved results.
Shiyou in the flooring industry also has four major initiatives that have attracted much attention from 2025 to early 2026.
Launched a new high-end solid wood floor series “Tashan” to redefine solid wood flooring and meet the aesthetic needs of the high-end home market.
Promising “If environmental protection fails to meet standards, Shiyou will pay double compensation”, implement a comprehensive health system, and build a complete health system. It won the 2025 “Nanshan Award for Scientific and Technological Innovation Products”.
Build a three-dimensional product matrix, covering Shiyou flooring, “Happy Home·Shiyou”, etc., to achieve broad coverage of different consumer groups.
Actively promote the construction of all channels, including domestic and foreign channels, dealer channels, etc., and deeply explore new media platforms such as Douyin and Xiaohongshu.
Sankeshu in the coatings industry has maintained an intensive iteration offensive at the product level, and has completed 1,090 innovations and new products in R&D projects, a significant year-on-year increase of 127%.
Launched a number of new products, such as “Fresh Breath Anti-Formaldehyde Net Odor Full-effect Wall Paint” and “Fresh Breath Renewal Home BB Paint”.
There are also new products launched in the art paint, imitation stone paint and other sectors.
In terms of engineering business, we have launched a variety of coatings suitable for different scenarios.
Sankeshu’s immediate residential renewal business has achieved remarkable results, and its 3.0 renewal strategy has been upgraded. Community renewal stores have covered more than 300 cities across the country.
It also launched ten scenario solutions for urban renewal to meet the differentiated needs of diverse scenarios.
In terms of digital and intelligent transformation, we have completed the construction of multiple projects and improved our core capabilities.
Seize AI opportunities and apply them to core business processes to reduce costs and increase efficiency.
In terms of brand communication, we build a global marketing system and work together with the Forbidden City and Palace Culture to deeply develop cultural IP.
In the context of the overall chill in the building materials industry, these companies are trying to find their own increments in the shrinking market through different business strategies, which is worthy of the industry’s attention and reference.
Although hard work may not necessarily lead to corresponding gains, there will definitely be no gains if you don’t work hard. The key is to make your efforts more effective, more precise, and more sustainable.
