How to improve the competitiveness of domestic architectural coatings

China Coatings Network
News: In recent years, with the increase of China's
coatings
market demand, foreign coatings have entered the Chinese market, sharing the domestic
built coatings
market this "big cake." In 2013, China's construction paint production accounted for about 36.7% of total paint production, construction paint sales revenue accounted for about 28.5% of paint sales revenue. The cake is so big that it can be divided into small pieces, which is already quite impressive.
but unfortunately, the fruits of victory always belong to the strong. Since the foreign large
coating enterprises
entered the Chinese market, especially in the early years in China rooted in the paint giants such as Libang, AkzoNobel, through its strong backing enterprise support, coupled with effective and violent marketing means under attack, quickly occupied a considerable part of the Chinese architectural coatings market. This makes in the capital strength, brand strength, terminal sales force are not as good as people's local small and medium-sized paint enterprises in a difficult situation, not only that, even like Carrie, Matters and other big brands have to feel the foreign-funded enterprises in marketing.
you want something that no one else can get, you have to do something that no one else can do. In the face of such a strong competitor, if hard, it must be like hitting a pebble. So, the local architectural coatings enterprises, especially small and medium-sized architectural coatings enterprises should be how to deal with it? Here, the author gives an example.
It is well known that when Finland's
coatings company
entered the Chinese market, the two major brands, Dolezal and Libang, had already established a firm foothold in China, and it was almost impossible to shake it. Faced with this situation, Yan Ming, general manager of Finland China, through careful analysis, and finally carefully applied to the Finnish headquarters: cut the middle and low-end market, targeting the retail high-end market. It turns out that this strategy is correct in the initial stage, which makes it seem "late" to stand at a disadvantage of the Fenlin paint another way, but also by virtue of its environmental characteristics, high-grade quality, soon has a fixed number of customers, in China's paint market has a place.
Not only Fenlin paint, in fact, China's first and second-line
coens brand
is able to achieve today's status, are in the channel construction to take a long-term strategy to avoid short, bypass the direct competition in the wholesale market of paint retail, another way to focus on breaking through the coating engineering market, to build the core competitiveness of architectural coatings. But cold-eyed look, the domestic well-known paint enterprises research and analysis, local paint enterprises in the channel construction of confusion and problems there is a greater common. Blind advertising; No targeted investment; The "three nos" principle for dealers: no management, no training, no constraints.
too many people walk on the same road will feel crowded, of course, another way can also reach the other side of the ocean. Architectural coatings enterprises also, in a road for too long do not let change thinking to seize the market!