Counting: Five drawbacks of China's paint industry

China Coatings Network
: After decades of development, China's
coatings
industry is becoming more and more mature, but the industry's shortcomings are also increasingly apparent. It is summarized that China's paint industry has five major disadvantages, which seriously hinder the development of China's paint industry.
may have been affected by the phrase "people more powerful", China's
coating enterprises
there is a common problem - brand super-serious. Often is a brand has not yet started, on the use of the momentum to regenerate a few think that more children on the profit. Under the guidance of this concept, paint enterprises indiscriminately, want to give birth to a few to give birth to a few, and so on the birth of a child to find that is not the case.
Because of the lack of brand planning in advance, coupled with the lack of management brand management, correct guidance ability, directly resulting in weak brand influence, product model and performance similar, business model and advertising activities, forming a "one child to grab milk to eat a child can not eat enough" situation. This does not consider the carrying capacity of the brand, but only based on production, channels of resource optimization practices, in the development of enterprises at the same time, but also directly caused a serious lack of brand core values, leaving hidden dangers for brand development.
now many companies are beginning to realize this, and are sharply reducing their brands. But how many paint companies are still hovering between the brand house and the reluctant? After all, the back of the hand is meat, give up which one will be distressed ah. In this regard, China Resources should be the prophet, when China Resources downplayed the "love" and "pearl of the century" independence, the main brand, Shunde several large
paint factory
is still full of hope for their multi-brand operation, which may be why China Resources can become the first main reason.
brand positioning should be targeted, the use of specific brand image, in order to attract specific target groups. For example, Libang, its positioning in China's paint industry is
latex paint
so as long as the mention of latex paint, consumers will immediately think of Libang. And many of China's paint enterprises in the brand positioning, reluctant to sacrifice, always spread the net, think that the target market set the larger, the greater the grasp of success.
in practice, because it is not clear the target market, the customer's thinking is lack of market comparison and analysis, directly led to the
coating brand
difficult to form and play its due competitiveness. And from the brand awareness, reputation, the current national paint brand can not and foreign paint brands stand in the same ranks.
fact, the faster the title of "the largest country in paint production" comes, the more detrimental it will be to Chinese companies. According to the current market pattern, how big a market can Chinese Tu enterprises grab? It is estimated that no one dares to make excessive expectations, it is clear that Chinese paint companies are far from being able to compete with international giants. The first thing Chinese paint enterprises should do is to standardize management, improve the technical level and product quality, improve the level of enterprise service, strengthen internal skills, keep a close eye on the market, in brand marketing efforts, to win the recognition and trust of consumers.
Brand culture refers to the brand in the eyes of the target consumer impression, is a more than the commodity itself can make the commodity different from its competitive products, can become a strong support point for consumers to complete the purchase behavior, invisible to influence the consumer's purchase behavior. At present, China's paint enterprises, still stay in the level of brand awareness, while ignoring the brand image shaping in the indispensable social public welfare undertakings and public relations activities, so that the brand in the mass communication can not attract attention.
the current domestic market paint
paint brand
as many as 10,000 kinds, as a "outsider" consumers in the selection and use of often appear very blind. Among them, the rich cultural atmosphere created by Hong Kong Bauhinia paint can be said to be a model of cultural marketing in the paint industry. It guides consumers through the form of "paint art workshops", so that its product display is not just a simple store, nor a product showroom but a brand-new sales service model. Among them, "paint" is the product, "art" is the service, "fang" is the new exper experience market concept guided by Bauhinia paint. The emergence of "paint art", the first time for the paint brand into the "culture" connotation, will further highlight the industry's differentiated competition, so that consumers no longer blindly let the "outsider" of the traditional consumption into "inside".
Many of China's paint enterprises, on the surface seems to be very innovative, and constantly create concepts and hot spots, what to drink paint show, with paint fried vegetables, with paint fish and other tricks, not happy, it is stupid. These so-called concepts are nothing more than guiding consumers to explain their paint environmental protection. But after all, paint is decoration supplies, not let consumers as daily necessities to use, this and drink, stir-fry, raise three concepts between the lack of organic links, so it does not convey the core value of the brand, not good but will make a fool of themselves.
Even if the ten thousand steps back, such a concept hype may create a better sales performance and even sales miracle in the short term, but for the construction of the brand there is no harm and no profit, these are the former car." Remember that year's three oral liquid, Chinese slugs, Kongfu home wine and other brands, they rely on an advertisement to blow red China, a real fire, but in the end all are overshadowed. Now with the maturity of the market, consumers in the purchase of products are more and more rational, so just rely on advertising bombardment, just rely on one or two inexplicable magic tricks, want to fool consumers, even if your ads drink the loudest, play the most times, consumers still do not buy your account.
imitation is a human instinct, the reason why human imitation has developed to this day. All innovation is also based on imitation. But imitation can only be said to be a way of learning, imitating others and ignoring the enterprise's own connotation, it is difficult for enterprises to become stronger and bigger. In fact, many paint enterprises at the beginning of development, it is possible to put aside the imitation of this strange circle, but the short-term interests blinded some paint enterprises, they feel that since imitation can achieve benefits, why do more to break out of the way, in this case, many paint enterprises from brand naming, to research and development technology, to product performance and sales models are beginning to imitate others. It seems that only in this way, so that enterprises will not be eliminated by the market in a short period of time.
In the naming of products, from the name of Libang and Doles alone derived from the brand such as Bang and Shi countless products, but also since Libang and Doles launched "three-in-one" and "five-in-one" overnight almost all of China's
en-architectural coatings
manufacturers have "three-in-one", "five-in-one" or even "six-in-one" and "eight-in-one", all functional characteristics are the same. Other models, such as sales, are almost entirely copied. By the end found that imitation has been detrimental to the development of enterprises is too late, imitation of the strange disease has become a disease, want not to imitate has been very difficult.
these five disadvantages have been directly into the body of paint enterprises, restricting the development of China's paint enterprises. The root cause of the disease is not an external factor, but is caused by the paint enterprises themselves. Therefore, the bell also has to tie the bell people, paint industry these five ills, only the paint enterprises themselves can be well treated, only to cure their own disease, paint enterprises in the future development of their own place in the paint industry.
China has become the world's largest producer of paint, but China is not the world's largest paint power. The gap between Chinese paint companies and foreign competitors lies not only in capital, technology and product quality, but also in brand influence, visibility, after-sales service and so on. With the continuous development of China's economy, with the gradual improvement of China's paint product structure, with the further development of the economy, the paint industry is in the "terminal for the king, brand victory, service for the big" terminal era, and is trying to "industry integration, strategic development" on the road of transformation.
From the development history of China's modern coating industry for nearly a century, we can find that China's architectural coatings from the early inorganic to organic, organic and inorganic composite coatings, from solvent-based coatings to
water-based coatings
direction, from thin to thick, from single-layer to multi-layer coatings. This is consistent with the development direction of foreign architectural coatings, but also synchronized.