Insights | Nippon Sun Ronglong: Artistic Breakthrough of "Bulky" Industries

At 9 o'clock in the morning, when Caijing.

At the end of 618, I thought it was the finishing work of the mid-year shopping season that made the Nippon team extremely busy at this stage, but Sun Ronglong told Caijing.

In fact, in the entire coating industry, many brands have slow development of online channels

Based on these time-consuming and labor-intensive natural characteristics, coatings were ridiculed by Sun Ronglong as a "traditional and cumbersome" industry

He mentioned that this year Nippon’s goal is to double online sales year-on-year, and as of 618, the company’s cumulative sales have increased by 100% compared to the same period last year

Affected by the epidemic last year, it is not uncommon for brand companies to have strong performance growth in the first half of this year.

Sun Ronglong mentioned that in the past, according to custom, the company's internal meetings, events, dealer order meetings, etc.

"In fact, we also feel that the online investment is a bit large.

For the paint and building materials industry, the special time difference between “planting grass” and “pulling the grass” determines that only sales theory is not suitable for judging the success of a marketing action.

Before 618, Nippon worked with Li Jiaqi and Wei Ya to promote wall paste and Nippon refreshing services.

Sun Ronglong explained that the positioning of products such as wall plaster and refreshing service in the shopping season is to play a drainage role.

In addition to these sub-categories, there are environmentally-friendly, functional and decorative coatings that are currently concentrated in several major product types in the entire coatings industry

First of all, as the demand for local installations is increasing year by year, coating products conforming to environmental protection and quick-drying characteristics are ushering in a market scale of hundreds of billions
.
Previously, data from Lianjia Research Institute showed that in 2020, the domestic market demand for bureau installation will reach 3.
3 times that of the whole installation, and the market volume will be about 204.
7 billion yuan
.

Secondly, the increase in the number of two-child families and the introduction of the three-child policy have gradually increased the demand for decoration of children's rooms, and the corresponding functional coatings have become more and more subdivided
.
For example, the magnetic paint can make the magnet patch stick directly on the wall, while the blackboard paint meets the market demand of children who like to paint on the wall.
It can be written directly with chalk, which is easier to erase
.

"So the previous increase in sales also came from the expansion of products (categories)
.
Product expansion is mainly based on scenario-based thinking, customer-centric, and thinking about his needs from end to end.
For example, children’s rooms need to be easy to erase handwriting.
With blackboard paint, with blackboard paint, you need more colors, so with drawing board paint.
.
.
and so on, every consumer group helps him think about what products he needs, and many categories can be added for each group of people.
" , Sun Ronglong said
.

In addition, as the post-90s and 00s have successively become the main group of home improvement, the market's decorative demand for coating products has also further increased
.
Previously, wallpaper products have met the aesthetic preferences of these people for a period of time due to their changeable patterns and textures.
However, based on the non-environmental nature of wallpaper primers, it is no longer accepted by more people
.
If paint products want to replace this demand, they need to be able to use the brushing process to create an artistic texture like hand-painted, so artistic paint is becoming more popular
.

Market data also confirms the potential of this single product
.
Sun Ronglong listed a set of data: When the Nippon Paint team conducted market research in March and April last year, the overall sales of the art paint market was only 1 billion yuan; ten months later, Nippon Paint decided to focus on the layout, and the market size has now doubled.
Fan reached 2 billion yuan; and recently, the art paint association data shows that the market size has increased to 5 billion yuan
.

However, he also mentioned that domestic owners’ demand for decorative coatings has already emerged, but few brands are willing to put effort into production, because such products usually have a higher unit price and require high craftsmanship.
The foreman has to avoid Owners complain or consume time, usually in the early stage of renovation, the idea of ​​the owner is "killed" in the bud
.

It can be seen that the contradiction between coating market demand and industrial supporting facilities will continue for some time
.
And all major companies also need to grasp the window period and make early ecological layout while developing and promoting products
.

Sitting in the meeting room, Sun Ronglong pointed to a wall with leaf shading on the side to explain the art paint brushing process: “It needs to be painted with a layer of primer first, and then use a special tool to brush these textures with different techniques.
, Such as the cross method, the sun method, etc.
", he said while imitating various brushing techniques, and then continued to explain, "this will take some time, which is also the reason why it is expensive-the craftsmanship requirements are relatively high
.
To do a good job of artistic paint, we must first solve the problems of the workers, so that they are willing and dare to construct
.
"

Nippon's solution is to cultivate painting talents by itself
.
At present, Nippon Talent Development Center has 16 schools across the country, offering courses covering more than 10 categories such as refreshing services and tile paving
.
However, according to market data, to meet the current demand volume, the industry needs 20,000 professional art paint painters
.
Each Nippon Talent Development Center can only train 15 people at the same time in each period.
Will such refined operation drag down the original first-mover advantage?

Sun Ronglong doesn’t seem to worry, “We’re not in a hurry.
We call this stage “fertile land” and we can’t immediately “
finish food” .
We started training art paint painters last year, and the number of painters may be three to five years later.
Only after it goes up will we make a big product, otherwise it might mess up the product
.
"

This concept is similar to Nippon Online's expansion logic
.

According to the construction needs of coating products, in order to strengthen consumers' online buying habits, it is necessary to solve the offline labor problem
.
To this end, Nippon launched a refresh service in 2011-consumers make appointments through online platforms, Nippon dispatches offline orders, and service specialists come to customize the construction plan
.
This service not only solves the information asymmetry between the construction parties, but also establishes a traffic portal for Nippon
.
But this has created another pain point.
The construction and acceptance of refreshing services lack defined standards, and it is difficult for the platform to establish a reputation
.
Therefore, Nippon also formulated a set of industry standards with industry associations
.

The above are only a few links in the entire coating industry chain.
In addition, many supporting industries such as putty powder and other substrate supply and warehousing logistics are also facing the construction of ecological soil
.
New retail is the fast train that many industries dream of.
The Internet home improvement is undoubtedly a big granary.
However, in the trend of increasingly subdivided consumer habits and aesthetic preferences, coating companies need to go wider and deeper if they want to cover more circles.
Get nourishment everywhere
.