AkzoNobellin Liangxuan: Light illuminates the color of everything in the world

In 2017, paint companies in environmental inspection, quality inspection, tax inspection, raw material prices and many other adverse factors floating. 2018 has arrived, experienced the baptism of 2017, the paint industry has experienced challenges, the industry situation is still mixed, in the paint industry is facing a variety of major reforms in the policy environment, 2018 paint enterprises will be how to develop, how to grasp the lifeblood, grasp the market initiative? At the turn of the new year, plan the "year-end excellent paint enterprise leadership interview" series of articles, the management of the enterprise to conduct an exclusive interview, and share with you the enterprise 2017 summary and 2018 development plan.
genesis records, God's creation, the first day to give the world light, after six days of all things were born, the world has since colorful
China
. Coincidentally, Lin Liangxuan, president of AkzoNobel China and managing director of the China and North Asia decorative paint business groups, has a similar work experience to that of Genesis. He has worked at Philips for 17 years as CFO and CEO of Philips Lighting and joined AkzoNobel in 2011. From the lighting industry to the paint chemical industry. Since taking office, he has fully integrated his business in China, with revenues growing by only about 10 per cent in the first year (2011) and by more than 23 per cent the following year. Lin Liangxuan in Akzo Nobel is like a beam of light into the dense forest, making the original colorful flowers and trees more colorful. This time, Lin Liangxuan showed AkzoNobel China's well-known colorful - Doles professional.
2017 Doles continued to Chinese mainland strong momentum in its retail business, with double-digit growth in both retail and engineering compared to 2016. Latex paint maintains good and steady growth. At the same time, wood paint also maintained a steady upward sales trend.
, President of AkzoNobel China and Managing Director of China and North Asia Decorative Paint Business Group,Breaking the raw material dilemma
Doles launched revolutionary environmental protection products Sen breathing natural plant paint, the first net source emulsion, extract corn, cassava and other natural plant ingredients, access to the U.S. Department of Agriculture Biobased bio-base certification, from the source to ensure the safety of ingredients
Doles continued to cultivate "oil-to-water", launched a very cost-effective Mu Yun series of water-based wood paint, so that more Chinese consumers with safe and environmentally friendly water-based wood paint.
In order to better promote water-based wood lacquer in China, Doles has developed a WaterWay strategy and 9 implementation programs, Doles companies are actively doing water-based wood paint education, popularization, promotion work, and achieved water-based wood paint sales growth of more than 80%. For small to Doles sustainable development strategy, large to the country's "blue sky defense plan", has made a social responsibility of the big brand due contribution.
, said the biggest challenge for paint companies in 2017 was the contradiction between rising raw material prices and the market's growing calls for price cuts. The two-way squeeze on the market has reduced profits in the intermediate value chain of Doles and partners.
to meet this challenge, Doles has implemented thrifty policies, including efforts to reduce the scrap rate of products, reduce costs and improve efficiency. In addition, Doles is actively looking for alternatives to raw materials.
three steps towards sustainable development
the government has introduced environmental policies for paints, restricting the sale and use of high-polluting coatings, and encouraging the promotion and use of environmentally friendly coatings. As an advocate and practitioner of sustainable development, Doles has been responsible for providing healthy and environmentally friendly green products, and has won the top spot in the Dow Jones Sustainability Industry Index for many years.
Doles takes three specific measures to implement the concept of sustainable development: first, to innovate and develop a range of environmentally friendly solvent- and water-free products;integrated marketing to "color" to win
color has been through akzoNobel's entire marketing strategy in China. In 2017, Dolex increased its investment in e-commerce channels, pay more attention to the effect of integrated marketing, make use of the characteristics of different communication channels and platforms, effectively formulate marketing strategies and communication plans, and ultimately maximize the effectiveness of activities. In addition, the 2017 Doles Annual Color Trends launched the warm wood brown theme of 2018 Pop Colors, and derived a series of theme color design trends to guide consumers in the use of space color matching.80 years of color accumulation to create a new service
in 2017, Dolezal new service sales achieved double-digit rapid growth. With its powerful color database and a team of professional color consultants, Doles provides consumers with leading color consulting and professional advice on home design color matching for free. Dolezal's new service team uses Professional tools such as Festool's high-efficiency electric grinders and airless sprayers to ensure final results and provides integrated service before, after sale and after-sales. Its EOS system makes the service process electronic, consumers can do, even if not at home, can monitor the construction progress in real time. Doles stores in first- and second-tier cities across the country make it easy for consumers to find trusted teams that can provide them with professional advice, guidance and services.
China has become akzoNobel's coatings business in the world's largest market, akzoNobel's global development blueprint is also one of the key strategic markets. China's paint industry is developing rapidly and has great market potential, driven by the steady growth of GDP, the widespread use of real estate and automobile industry, and the increasing output value of the paint industry driven by supply-side reform.
the future, Doles will continue to be market-oriented, research-oriented, and continue to innovate products and services to meet the growing needs of consumers. Doles will focus its investment and development on product quality, environmental protection and sustainable development, continue to use its expertise, to "all-round coating solutions provider" transformation, in the new normal to achieve sound business growth and enterprise development.
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