从20世纪80年代松下把自动门从日本引进中国以来已经发展了近30年，30年的时间在中国迅速衍生了一个全新的产业。

Since the introduction of the automatic door from Japan to China in 1980s, it has been developing for nearly 30 years, and a new industry has been rapidly derived in China for 30 years.

在21世纪初的几年，随着国家经济和房地产产业的迅猛发展，自动门产业也进入高速发展期，国内的许多企业也由代理国外品牌转为生产制造自有品牌。许多国内企业通过合法经营、努力发展、不断积累壮大，但也有相当比例的企业是通过售假制假或生产伪劣产品，钻了新行业缺乏有效监管的空子发展起来的。低廉的起家成本竟然也造就了不少现在上些规模的企业。

In the early twenty-first Century, with the rapid development of the national economy and the real estate industry, the automatic door industry has also entered a period of rapid development. Many domestic enterprises have also changed from foreign brands to production and manufacture of their own brands. Many domestic enterprises through legal management, efforts to develop, continuous accumulation and growth, but a considerable proportion of the enterprises are through the sale of fake fake or production of fake and inferior products, drilling the lack of effective supervision of the new industry has been developed. Cheap start up cost has created many large scale businesses now.

随着这一轮的高速经济发展带来的市场需求，再加上自动门行业不高的门槛，行业内的生产企业迅速蹿升到了将近百家，产品品牌不计其数，整个行业也因此进入到竞争白热化阶段。这个阶段的特点是行业品牌和企业多如牛毛，产品价格不断走低，企业利润不断缩水，企业经营困难甚至难以为继。为解决危机，企业不断降低产品价格，希望扩大营业收入，但企业利润却进一步降低，降到销售价格和直接成本不能再降的时候，就开始压缩间接成本。

With the market demand of this round of high speed economic development, and the low threshold of the automatic door industry, the production enterprises in the industry have quickly risen to nearly 100, and the product brand is innumerable, so the whole industry has entered into the stage of the white hot competition. The characteristic of this stage is that the industry brand and enterprise are more and more like the bull, the price of the product is declining, the profit of the enterprise is shrinking, and the business is difficult to continue. In order to solve the crisis, enterprises continue to reduce the price of products and hope to expand their operating income, but the profits of the enterprises are further reduced to the time when the sales price and direct cost can not be reduced again, and the indirect cost will be compressed.

过度的低价竞争和低质产品竞争发展了这个行业，但也提前透支了这个行业的发展后劲，不规范甚至不健康的企业自杀式超常规发展提前推动了自动门行业冬天的来临。

Excessive low price competition and low quality product competition have developed this industry, but it also overdraft the development of the industry in advance. The unnormal or even unhealthy suicidal development of enterprises has promoted the advent of the automatic door industry in advance.

国家进入低增长时期以来，外部环境让行业面临重重危机，从行业内部环境来看，大多数的自动门企业都缺乏产品和技术的创新能力。所谓的技术部、研发部也没有真正的研发产品的能力，顶多能算技术支持或售后支持。同时，企业也没有多元化发展、相关性发展的经济实力，企业缺乏实施差异化竞争和专业专一竞争战略的能力，最后只能继续成本竞争战略。这样的战略如果没能力扩大生产规模和市场份额，结局只能是低成本，也即等于低利润，最后没利润，直至企业倒下。

Since the country has entered a period of low growth, the external environment has faced many crises in the industry. From the internal environment of the industry, most of the automatic door enterprises lack the innovative ability of products and technology. The so-called technology department and R & D department also have no real ability to research and develop products, most of which can be regarded as technical support or after-sale support. At the same time, the enterprise has no diversified development, the economic strength of the relevant development, the enterprises lack the ability to implement differential competition and specialized competitive strategy. Finally, it can only continue the strategy of cost competition. If this strategy does not have the ability to expand the scale of production and market share, the outcome can only be low cost, that is, low profit, and finally no profit, until the fall of the enterprise.