Currently, due to economic fluctuations under tariffs, the target regions for doors and windows have shifted to other areas. For example, the Australian market is hoped to enable a relatively friendly cooperation between China and Australia.
Understand the demand of the Australian market
Product performance demand: Australian consumers have high requirements for the quality of doors and windows, and they pay attention to durability, safety performance, and environmental protection performance. At the same time, due to the diverse climate in Australia, with some areas being hot, consumers are more concerned about energy-saving and environmentally friendly doors and window products that have good heat insulation, sun protection, and dust prevention functions. In addition, with the advancement of technology, the demand for smart doors and windows is gradually increasing. Regarding the nature of the products and the performance requirements, since different customers have different needs for products, customization should be carried out according to the customers’ styles.
Product style demand: Australia has a diverse culture and various architectural styles. When consumers choose doors and windows, they tend to select personalized products that match their own tastes and styles, and there is a relatively high demand for customized services.
Meet the market access conditions
Certification standards: Australia has established multiple certification standards for doors and windows, such as AS2047, AS2208, AS4666, and AS1288, etc. AS2047 specifies the overall performance and structural safety of doors and window products, including requirements such as deflection deformation, airtightness, water tightness, and operating force; AS2208 focuses on the safety of glass used in doors and windows; AS4666 is an energy-saving standard for building doors and windows, with particular attention to the thermal insulation performance of windows, the heat transfer coefficient (U value), and the solar heat gain coefficient (SHGC); AS1288 specifies the application requirements of glass in buildings, including the type, strength, size, and installation requirements of glass, etc. Only when doors and window products meet these standards can they be recognized in the Australian market.
Select an accredited laboratory: Door and window manufacturers need to send their products to testing laboratories accredited by NATA (National Association of Testing Authorities, Australia) for relevant tests. NATA-certified laboratories implement testing procedures in accordance with international standards, and the test results and reports they provide are valid and internationally recognized, and can be used for product certification and compliance verification.
Establish sales channels
Distributors and agents: You can look for local distributors and agents in Australia. Distributors own the goods and will resell the purchased goods to local construction developers, contractors, or directly to end-users. They are usually responsible for marketing, and the manufacturers only need to pay attention to the accounting situation of the distributors. Agents are representatives of the suppliers and do not own the goods themselves. They receive commissions based on a specified percentage of the sales amount, and the cost is relatively low. Manufacturers and customers can have direct contact, and investors have the opportunity to have more control over sales.
Online sales channels: Utilize overseas social media platforms such as Instagram, Facebook, LinkedIn, Google, etc. for online operation and promotion, showcase the features, advantages, and usage cases of the products, etc., to attract potential customers. You can also consider building your own official website, providing functions such as product information, customized services, and online consultations to facilitate customers’ understanding and purchase of products.
Participate in exhibitions: Participate in local building materials exhibitions in Australia, such as the Design Build exhibition, etc., showcase the company’s door and window products, have face-to-face communication with local construction developers, contractors, designers and other professionals as well as potential customers, understand market trends and customer needs, establish business contacts, and expand sales channels.
Formulate marketing strategies
Product positioning: According to the demand and competition situation in the Australian market, clarify the positioning of the products, such as high-end luxury, mid-to-high-end quality, or cost-effective and practical, etc. For example, for the high-end market, luxurious customized door and window products can be provided, with an emphasis on design sense, materials, and craftsmanship; for the ordinary residential market, the focus is on the cost-effectiveness and practicality of the products.
Brand building: Establish a good brand image in the Australian market, and pay attention to brand promotion and publicity. Through online and offline publicity channels, such as advertising placement, social media marketing, participation in industry activities, etc., improve brand awareness and reputation. At the same time, ensure product quality and after-sales service to win customers’ trust and word-of-mouth.
Advertising promotion: Although Australians are somewhat skeptical about advertisements, effective advertising methods can still be used for promotion. For example, use local knowledge to acquire customers and expand from a single stronghold; cooperate with local construction industry media and magazines for advertising placement; provide customer cases and reference letters, etc., to increase the credibility of the products.
Customer relationship management: Establish good cooperative relationships with customers and provide high-quality pre-sales, in-sales, and after-sales services. Respond promptly to customers’ inquiries and needs, solve the problems that customers encounter during the use of the products, improve customer satisfaction and loyalty, and promote customers’ repeat purchases and referrals.
Logistics and after-sales service
Logistics and distribution: Select reliable logistics partners to ensure that door and window products can be safely and timely delivered to Australian customers. Consider the packaging and transportation methods of the products to prevent damage during transportation. At the same time, understand Australia’s customs policies and import procedures to ensure the smooth customs clearance of goods.
After-sales service: Establish a complete after-sales service system, set up after-sales service points in Australia or cooperate with local service agencies to provide customers with product installation guidance, maintenance, repair, and other services in a timely manner. Provide a product warranty period and fulfill the commitments during the warranty period, solve customers’ after-sales problems, and improve customers’ satisfaction with the products and the brand.