Che Xiaona: Leveraging Strengths at 3 Points to Tap into the "Blue Ocean" Market for Doors and Windows
Release date:
2025-09-01
On December 12, the 2021 (5th) China Real Estate New Era Gala, themed "Resilience," was held in Beijing. Warren Doors & Windows CEO XiaoNa Che attended the event and was interviewed by Leju Finance.
Looking back on the year that’s coming to a close, Che Xiaona feels deeply moved—and her biggest realization is about self-awareness amid ever-changing circumstances. She explains that before dramatic shifts can take place, it’s crucial to calmly understand who we are, what we’re doing, and where we’re headed.
In the home furnishings industry, the doors and windows sector is being positioned as a "blue ocean"—a vast, untapped market brimming with limitless potential, drawing in more players eager to make their mark. Warren Doors & Windows, one of the earlier companies to establish a foothold in this space, is not only witnessing steady growth in its performance but also accelerating its nationwide expansion.
"This year’s performance was generally in line with expectations." When it comes to growth, Che Xiaona sets a baseline for herself but doesn’t impose an "upper limit." This year, Warren Doors and Windows managed to achieve such impressive results, which Che attributes primarily to three key factors: First, seamless collaboration among the company’s offices located in Beijing, Linqu, Shandong, and Foshan, Guangdong. Second, further refinement of the company’s organizational structure—specifically, the establishment of robust regional operations within the marketing center and the near-completion of the investment attraction team—and a steadfast commitment to the "one city, one partner" strategy, backed by dedicated service teams tailored to each location. Finally, by fostering close coordination across all departments at Warren Doors and Windows, the company has effectively supported its nationwide expansion efforts while enhancing customer service initiatives.
Due to the impact of the pandemic, the doors and windows industry quietly underwent several changes in 2021: channels became more diversified, performance expectations grew clearer, and customization demands became increasingly sophisticated.
Che Xiaona explained in detail that the entire market is now navigating through a network of channels to reach consumers. While traditional retail spaces remain the primary battleground, they’re no longer the sole arena—instead, brands are increasingly relying on deeper partnerships with designers, interior decorating firms, real estate developers, property management companies, and more. On the product front, beyond delivering high-quality offerings, consumers are now clearly prioritizing superior performance and demanding even greater levels of customization. This, in turn, places heightened scrutiny on both a product’s functional capabilities and its ability to meet delivery expectations.
Based on shifting consumer demands, Warren Doors & Windows has also made corresponding strategic adjustments. This year, the launch of a new factory in Foshan has helped bridge gaps in the supply chain and service radius, providing strong support for Warren’s southward expansion. Moreover, given that doors and windows demand precision far greater than any other industry—and come with even stricter quality standards—gaining thorough preliminary knowledge is particularly crucial. To address this, Warren Doors & Windows has established a dedicated training center, offering comprehensive instruction to both dealers and frontline service staff, ensuring they fully understand and can effectively deliver the company’s product-service guidelines.
“With the industry surging around us, we must stay calm and stick to our own pace, carefully navigating each step forward.” Car Xiaona exudes a clarity that seems almost intuitive about the world—and Warren Doors & Windows remains firmly focused next year on deepening its expertise in three key areas: products, branding, and services.
Specifically, in terms of products, Warren will further optimize its door and window product structure in 2022, continue driving product innovation, ramp up R&D investment, and shift more production capacity toward the Foshan factory. This strategic move will enable the company to swiftly complete the enhancement of logistics and supply chain networks across South China and Southwest China.
On the brand front, we will continue to develop Warren Doors & Windows' unique "Guochao" (national trend) image. At the same time, we plan to collaborate with automotive and fitness brands on cross-industry product innovation, further expanding our ability to showcase the products' exceptional sealing and soundproofing features.
In terms of services, we will continue enhancing regional operational capabilities, refine and upgrade nationwide market segmentation service standards, and assist dealers in better serving their customers.
Source: Leju Finance
Author: Zhang Dan
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Contact Address: No. 7, Industrial Avenue East, Songxia Industrial Park, Shishan Town, Nanhai District, Foshan City
Warren Doors and Windows, south of Fangshan Road and west of Dongtai Road, Dongcheng Subdistrict, Linqu County, Weifang City, Shandong Province
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