Breaking the "twin" shackles Innovation helps to transform the company's gorgeous

China Coatings network
: March 25, at the State Council executive meeting, the two-year-old "Made in China 2025" plan finally lifted the mystery. It was suggested that "Made in China 2025" will aim to upgrade the manufacturing industry. China is a big country in the global manufacturing industry, manufacturing industry is the backbone of China's economy industry, but China's manufacturing industry has been facing a large but not strong embarrassing situation, at present, China's manufacturing industry growth rate shows a slowing trend, indicating that China's manufacturing industry is in the transition to a new type of manufacturing industry upgrading "hesitancy period." However, most industries are still at the middle and low end of the value chain due to the lack of independent innovation ability, the control of core technology and key components, outstanding product quality problems, low efficiency of resource utilization and unreasonable industrial structure.
china'
coating
industry is also the embodiment of this economic phenomenon. From January to December 2014, the cumulative production of paints nationwide (1344 enterprises above the scale) was 16.4819 million tons, an increase of 7.9% YoY. In 2014, the coatings industry's profit ratio increased by 12.9% over the previous year! However, China's paint industry is small and scattered, industrial concentration is not high market pattern has not fundamentally changed.
the new normal, the voice of innovation in the paint industry is getting higher and higher. It is true that, as a traditional building materials industry developed in China for nearly 30 years, product innovation has always been
weakness of
development of chinese coatings enterprises. Paint companies have also been exploring the path from "Made in China" to "Created in China". New paint enterprises rely on scientific and technological innovation, reduce energy consumption, reduce environmental pollution, increase employment, improve economic efficiency, enhance competitiveness, and thus achieve sustainable development.
Breaking the "twin" shackles Innovation helps paint enterprises gorgeous transformation
the transformation perspective to explore the reasons behind homogenization
the paint industry homogenization phenomenon is very serious, paint enterprises are struggling with it. Treatment of the industry homogenization phenomenon, paint enterprises can not be killed with a stick, but should be rational view, we may wish to flip the perspective, explore the homogenization behind the deep-level phenomenon.
recent years, China's paint industry has developed very rapidly, the huge market means huge profits, but the paint enterprise's product innovation is not easy, which requires a long-term process. Because of homogenization of how fast and good province, so plagiarism, cloning once became the industry's main innovation, design mainstream. A part of the development goals of small paint enterprises are relatively short, for the immediate benefit of imitation plagiarism, resulting in the paint market products are not only the same, but also quality problems.
At the same time, because of the lack of independent intellectual property protection, whether it is high cost of rights protection, or low infringement costs, coupled with the huge scale of production capacity of the domestic paint industry behind the homogenization of the promotion, but also triggered homogenization of capacity expansion frenzy. Let the paint industry gallop all the way in the expansion of the road, but do not know has stepped into the vortex of overcapacity, but still like a warm frog.
but homogenization of coating products in addition to enterprise factors, policy factors also have market factors. Whether the advent of a new product can match the current market demand is also a place that paint companies need to pay attention to on the road of innovation. Therefore, the success of the innovation path of coating enterprises, although the enterprise occupies the main factor, but it is not the only factor.
Coatings industry is mired in homogenization
China's paint industry almost every once in a while there will be so-called new products on the market, but in the thousands of brands dazzling the hustle and bustle, but often cover up year after year of repetition, depletion and pale. Because the overall level is quite, so china's paint enterprise product quality gap is very small, or even just the difference in name. Follow the trend, imitation has become the survival of domestic tu enterprises.
experts said that at present, China's paint industry research and development funds less than 1% of the total sales, long-term indulgence in imitation, products more than 90% of the same - this is the current situation of China's paint industry. It is understood that China's paint industry annual investment in scientific research and development funds are still less than 1% of total sales, less than 2% of South Korea, more than 5% compared with developed countries. Moreover, China's current coating industry "introduced more than original", even if innovation, but only imitation innovation, that is, imitation of foreign advanced technology, to produce similar products sold in the domestic low-end market. Although China has been the world's largest producer of paint, but China's paint enterprises produced products are mostly in the middle and low end of the water.
china's paint market, foreign well-known brands. And with its better quality products quickly occupied the market. As early as 2002, the world's top ten coatings all entered China, began a series of market-grabbing strategy, in 1998 entered China in Shanghai to set up headquarters. 2015 is The 23rd year that Libang has entered China, and Libang Paint has captured the hearts of many
coating agents and consumers in China with its advanced marketing concepts and high
-quality products. Years of market competition, especially with the international brand of short-term collision, let us deeply understand this gap, and the resulting hidden dangers.
Out of the quagmire of homogenization of the strange circle
positioning brand-based
how paint enterprises out of the quagmire of homogenization, first of all to recognize the changes in our time, now, products and brand surplus, is not the previous product marketing era, is no longer the earliest product in short supply.
When the first product with "waterproof" has undoubtedly become a strong sales force, so that it in the paint products in the large category of the market, occupy the paint products "waterproof" characteristics of the first position, with the subsequent product endless, its functional positioning is becoming more and more difficult.
In this case, it becomes important to master the mental resources of consumers, because in the process of many homogenized products, consumers must choose the product they personally think (subjective cognition) is better products, so they may be buying psychological value-added or "invisible" excellent products.
, the marketing era also changed from the original product marketing to the brand marketing era! Can also be said from the perspective of communication from the USP era to the VI image era (or brand management era), so paint enterprises should grasp the opportunity of transformation and development. In the face of competition has the background, heavy quality, understand marketing, take the brand route of enterprises, in order to really stand firm in the paint industry tide. And when there is a gap in the market, this group of high-quality enterprises will take over most of the market resources, the paint industry will embark on a real brand development path.
innovation is the key
under the new economic normal, through innovation-driven development, has become a new power source of sustainable economic development in China. This year's government work report focuses on adhering to innovation-driven, taking enterprises as the main body of technological innovation, and promoting scientific and technological innovation through institutional innovation. And the recent release of the "opinion", is this year China's economic new normal key period of development strategy.
coatings enterprises should also strictly abide by the "Made in China 2025" innovation-driven, quality-first, green development, integration and development and people-oriented five principles, especially innovation-driven and integrated development, actively adapt to and lead the new normal. Under the background of industrial structure adjustment, innovative coating enterprises, as the main body of the implementation of innovation-driven development strategy and the main force of independent innovation, seize the opportunity of national industrial structure adjustment, improve their independent innovation ability and core competitiveness, improve the overall level of industrial development through independent innovation, and improve the level of "smart manufacturing" of Chinese paint enterprises.
paint industry has bid farewell to the high-speed development period, the current stage of development is relatively flat, and can even be said to be "flat". The increasingly crowded coatings industry is inevitably the same phenomenon in product design. Therefore, while the market capacity expansion, coating enterprises must pay attention to innovation. Whether it is in-house technological innovation to produce more market-friendly products, or marketing services innovation, to be closer to consumers, innovation is the cornerstone of the sustainable development of paint enterprises.
with the rising cost of labor and the strengthening of various resource and environmental constraints, the only way for enterprises to rely solely on the development of traditional models is to implement technological innovation and strive to improve their independent innovation ability. At the same time in marketing services, is the so-called "three-point coating, seven-point coating", especially with the intensification of market competition, products more and more homogenized buyer's market situation, service is the core and key to competition. Based on this, grasp the market and consumer demand, and constantly explore new areas of painting solutions, access to the market and consumers.
Although many paint enterprises are also shouting every day to transform, but do not know where to turn, the reason is that enterprises lack of independent innovation ability, in innovation is reluctant to invest, lack of necessary confidence in innovation, no innovation supply, when enterprises face historic transformation opportunities, they have to watch the opportunity to pass by.
proposition has been decided and the opportunity has come. It is believed that coating enterprises have the conditions in the "Made in China 2025" plan, speed up the process, smooth docking.