Saint Milan Windows & Doors: Upholding High-End Standards, Facing Industry Changes and Overseas Challenges with a Green and Intelligent Approach
In 2025, the Chinese home furnishing industry is at a critical juncture, with multiple changes intertwined in the market, consumer, and policy sectors. Every strategic choice made by a company is crucial. Therefore, we conducted an in-depth interview with Wang Guowei, Chairman of Saint Milan Windows & Doors, to decode its development logic.
In 2025, the home furnishing industry’s market ecosystem will undergo profound restructuring. Wang Guowei summarized the significant market changes throughout the year into four core dimensions. Upgrading consumer demand: Consumers are pursuing a comprehensive experience of comfort, health, and aesthetics in window and door products, which aligns with the trend of “home furnishing consumption upgrading from ‘having a place to live’ to ‘living well’.”
Policy and market drivers accelerate industry transformation.
In terms of policy, rising green energy-saving and environmental protection standards are forcing enterprises to upgrade towards low-carbon and high-quality development, aligning with the Ministry of Housing and Urban-Rural Development’s direction. In the market, the potential of the existing housing market is being unleashed, and window and door replacements are becoming a necessity, placing higher demands on enterprises’ service efficiency and adaptability. Furthermore, the logic of brand overseas expansion is evolving, moving from “product export” to “brand and technology export.” Facing market changes, Saint Milan Windows and Doors adheres to its high-end positioning, building a collaborative system of “product + service + design.” Its core transformation is a role reshaping from “product provider” to “service solution provider.” Accurately understanding user needs is key. On the one hand, it cultivates designer channels, deeply collaborating with design elites to feed their needs into product development; on the other hand, it strategically collaborates with dealers. In product innovation, it increases R&D investment, promotes the integration of products with the whole-house smart ecosystem, and strengthens high-end brand awareness through new media marketing.
Going global is an industry trend for home furnishing brands. Saint Milan Windows and Doors embarked on its global journey in 2025 and secured overseas orders. The biggest challenge in going global is unfamiliarity with overseas markets; the key is to find “local partners.” It has formed a three-dimensional system of “product anchoring, multi-channel layout, and supply chain guarantee.” In terms of products, it enters the overseas environmental protection market with energy-saving and intelligent windows and doors; in terms of channels, it participates in international design weeks and cooperates with overseas building material suppliers; in terms of the supply chain, it relies on intelligent manufacturing and ensures perfect product delivery through the “Ideal+” service system.
Looking ahead to 2026, Wang Guowei predicts that three major trends will dominate the industry’s development.
With deepening global competition, systematic brand expansion overseas has become mainstream; existing demand dominates the market, making high-end customized doors and windows and old window replacement solutions a blue ocean; value competition continues to escalate, shifting towards a comprehensive competition of product strength and service experience. Following these trends, Saint Milan Windows & Doors’ core strategy for 2026 focuses on three dimensions: product innovation, market cultivation, and global expansion. On the product side, it deepens its green and intelligent transformation, creating an intelligent and green product system; on the market side, it cultivates designer channels and strengthens its high-end brand image; on the global side, it upgrades its overseas expansion model, leveraging platforms to achieve significant breakthroughs. From trend prediction to strategic planning, Saint Milan Windows & Doors’ 2026 plan revolves around the core of “value enhancement.” Under Wang Guowei’s leadership, Saint Milan responds to the changing times with a comprehensive improvement in product strength, service strength, and brand strength. Its strategy of focusing on green intelligence and global cultivation is expected to gain a competitive edge in the fierce value competition.
