Libang "We've been thinking about how to go in the future": responsible for the coating effect

Interview/Editor's Office: PCI Can Be Named Culture@PCIChina1
Interviewee: Mr. Yu Xiangzhe, Senior Vice President of Libang China Architectural Coatings Group, General Manager of Engineering Coatings Division
Since entering China in 1992, Libang has become a leading enterprise in the coatings industry. Especially in the field of architectural coatings, no matter how the market demand changes, Libang can always be the first to find different opportunities to lead the development of the industry. Around the current fierce competition in the market environment, as well as china's new housing sector changes, PCI "can be famous big curry talk" opened a dialogue with Libang China Architectural Coatings Group Senior Vice President, General Manager of the Engineering Coatings Division, Mr. Zhai Xiangzhe, for you to open up Libang engineering coatings in the new era played an important role
China
.
, major events and other factors continue to promote the transformation and upgrading of the domestic consumer market
whether it is the real estate market or the paint industry, the impact of national policies on the industry is intuitive and direct. China's paint industry in recent years to promote environmental protection and energy conservation sustainable, can not be separated from the strong driving force of policy. In 2007, it was Mr. Yu Xiangzhe's first year at Libang. This year coincides with Beijing's active preparations for the 2008 Olympic Games, the government has made a lot of planning and rectification in Beijing, Tianjin, Hebei and other cities, and issued a series of industrial policies, and gradually strengthen supervision. From this opportunity, the paint industry gradually become environmentally friendly development, in line with the national "oil-to-water" wave of promotion, and actively take emission reduction measures to improve production processes, improve the industry high pollution, high emission status quo. In sync with this, Libang's product development, sales strategy, marketing, etc. are also simultaneously started transformation.
years, the real estate market is also changing, policy regulation, market demand, industry competition and other factors are driving the continuous remodeling and upgrading of China's real estate market. The most obvious point is that there is a change in real estate construction. The traditional building model is gradually replaced by new and simpler ways, such as the application of assembly-type building, so that our building facade can achieve factory prefabrised production, on-site assembly, not only make the exterior wall decoration and protection effect more stable, but also reduce the environmental pollution caused by site construction, construction efficiency has been greatly improved, at present, in many residential, commercial and public buildings in the construction has been gradually put into use.
Beijing City to build Huairou New City shed reform project using Libang one board as the overall solution to the outer wall
This policy will bring two results, one is to accelerate the elimination rate of bad enterprises, only quality-oriented enterprises can survive;
policy, the national event to pull the transformation and upgrading of the consumer market is also important. In the past ten years, many changes have taken place in domestic developers from the level of model, service to value innovation. The root cause, which is inseparable from the two major events in China (Beijing Olympic Games, Shanghai World Expo). The 2008 Beijing Olympic Games have focused the world's attention on China, exploring and discovering china's changes, which have successfully attracted many foreign advanced enterprises and talents to the Chinese market. And to the 2010 World Expo, the world's best things gathered in Shanghai, the Chinese people thus opened their eyes, enhance the aesthetic. Also since then, more and more people go abroad to travel, study, many real estate developers also focus on overseas markets, and gradually lay out overseas. The expansion of the field of sight has brought about great changes in the whole social environment over the past decade.
new era real estate developers: abandon a single low-cost strategy, and constantly optimize operations and services, enhance brand value, get greater
"The market environment is unpredictable, but looking back on history, you can see that entrepreneurs tend to think ahead of the market." In Mr. Yu Xiangzhe's view, "It is only when the environment is immature that they slow down a little and wait for the right time to come, so that the insight trend and market opportunities match." When ordinary people have a higher pursuit of housing and quality of life, they will lead and seize these opportunities for development and provide corresponding products and services. With
the vigorous development of the network platform, real estate developers have gradually transformed into an industry medium, realizing the integration of resources from upstream raw material suppliers, construction enterprises and ancillary service providers. Vanke, for example, not only has an independent purchasing company, but also based on the brand in the real estate and construction supply chain more than 30 years of hard work accumulation, the establishment of a network procurement platform. Upstream and downstream enterprises can obtain filtered high-quality products and services through Vanke Construction Platform. And through this platform, when Vanke's alliance enterprises or regional housing enterprises to purchase some raw materials, but also to obtain a better price than alone procurement.
the core competitiveness of real estate developers in the past is to master land resources and funds, the core lot represents value. However, with the development of economy and the pursuit of quality in the consumption-driven position, capital is important, but the value and quality of services can not be ignored. In the future, real estate developers will no longer seek low prices, but by constantly optimizing operations and services to enhance brand value, and then get more revenue. As a materials supplier, it's clear what you need to do to help a real estate developer if you figure this out.
addition, as all places are speeding up the implementation of all hardcover housing policy, rough housing will slowly fade out of people's vision.
in this trend, improve efficiency, more standardized, more quality assurance of prefabribriated materials will be more in line with the requirements of residential decoration. In the research and development of interior wall materials, Libang's thinking direction not only includes environmental performance and functional improvement, but also focuses on the popularization of prefabribriated materials, such as interior wall paving roll products based on refined residential applications, according to the actual needs of interior decoration, in the factory to make prefabriced effect, but also to meet the future construction of the need for simplicity and efficiency, from paint enterprises to effect delivery side.
and market demand upgrade equivalent, is Libang in product development, factory, logistics, services, delivery and other aspects of the promotion of such as production links, Libang will update the factory to industrial intelligence 4.0 version, Libang newly put into production of intelligent factory, advanced latex paint automation production system to achieve precise production control, automatic, efficient, intelligent, environmental protection, to meet the faster and smarter market demand.
(Hubei) Co., Ltd. factory
"We've been thinking about the way forward, from paint suppliers to effects service providers, from selling products to selling services, and Libang is taking the path of continuous innovation."
- Libang China Architectural Coatings Group Senior Vice President Of Engineering Coatings Division General Manager
01 We sell not only materials, but also hope to add value to customer brands
As Mr. Yu Xiangzhe said, Libang sells not only materials, but also wants to add value to the brand for real estate developers. This is not difficult to understand. Consumers buy hardcive room, home appliances, bathrooms, flooring, etc. is a well-known brand, the paint used is the same, if the use is also from the paint well-known brands of high-quality products, then consumers will feel that the house from all levels of good quality, value for money. Of course, real estate developers in the development of real estate has the corresponding positioning, according to the real estate developers their own definition of high and low-grade housing, high-end housing will be used such as Libang anti-formaldehyde, net taste products, more high-end housing will also use GREEN GUARD (internationally recognized the most authoritative indoor product certification standards) such quality products.
, Nanjing Vanke nine will adopt Libang inner wall products
of course, there are many challenges in this process. Although we have good quality requirements, but encountered such as GREEN GUARD prices than ordinary latex paint many times higher than the product, the choice is not so easy, often to real estate developers to decide the high-level. In recent years, environmental protection inspection has led to the closure of many small factories, resulting in a lot of raw material shortage, resulting in downstream procurement is very challenging. But developers are also slowly adapting, because we all know that this is the right direction, only with a sense of social responsibility, responsible for consumers will survive, the process will be very hard, but this is the right way.
02 From coating to construction, layer by layer, not just to deliver paint products, but to be responsible for coating effects
in traditional mode coatings are semi-finished products, delivering materials rather than coating effects. In Mr. Yu Xiangzhe's view, today's consumers choose Libang, largely because they believe that Libang's high-quality products will bring good coating effect. However, the source of the effect of the coating is the division of three materials seven division of labor, on-site construction operation, and even the conditions of the building substrate itself and other factors, will affect the final presentation of the effect. For example, we in the research phase of research and development of all-in-one board, found that a variety of inferior components are the main cause of quality problems in many all-in-one board, we have carried out a lot of analysis and research in this market, until the establishment of clear quality standards for each system components, the establishment of the "worry-free standards" of the One-in-One board, began to enter the market and promote.
Nanchang Medical Valley adopts Libang one-in-one board as the overall solution of the outer wall
From 2018, Libang will open the qualification of engineering partners such as flooring, one-board, internal and external wall: the engineering side needs good historical achievements, complete manpower and organizational structure, and a certain number of construction personnel who have received formal training in Libang. Certified construction enterprises on the platform are responsible to customers together with Libang. As in Europe and the United States, the paint side and the construction side is one, the delivery is the coating effect, the brand is responsible for the quality. And Libang to be responsible for the effect, not only to provide quality products, but also with excellent construction side to work closely together to build. In the event of a problem, the customer only needs to find us to resolve the issue. As a paint manufacturer, Libang can be traced back to raw materials, production processes, as well as all aspects of Libang certified construction, the whole process of supervision, which also requires more intelligent system support.
years we've found that the All-in-One board is a good market, but we've been observing and continuing to study it without the corresponding national standards. We didn't venture into this market until 2017, when a policy on materials and construction standards was introduced in the field of building energy-saving insulation. But the formalization of the market still has a long way to go, some small enterprises still use inferior materials, affecting the benign development of the industry, so Libang actively cooperate with relevant associations and departments and construction committees, work together to promote the standardization of materials and construction personnel. After our efforts, now the market application rate of the one-board is gradually increasing, such as Evergrande, Vanke, Guiyuan and other real estate projects, many hospitals, factories and other public construction projects, and some government venues are gradually promoting the application.
03 more stable texture easy construction products are Libang project in the development of external wall coating more focus
In addition, the current concern is relatively high is the colorful water package water and water bag sand, especially the colored water bag sand texture easy to apply granite, is the future Libang vigorously promote the application of products. However, water-packed sand products in product composition and construction methods are very different from real stone paint, production equipment needs to be updated, construction team also need to re-cultivate, marketing and other aspects of the self-revolutionary update.
Wenzhou city central axis housing project using the Libang texture easy to apply granite system (water-wrapped sand)

04 most blind follow-up is just playing a price war, we are not afraid of competition, but to go the right way
the domestic market standardization is still rising, and market links and demand is also constantly changing, price competition is still widespread, some domestic paint manufacturers on the value of services and quality of independent innovation is not enough. For example, we hear voices saying we're going to follow the state, and they're going to do what the state does. But from our past experience, to enter a market, in fact, after a long period of research and investment, which includes gradual exploration and trial and error, so for the future development of the market we are also groping, blind obedies often do not see the crisis, and the emergence of price war, leading to vicious competition, until the market space is squeezed away step by step.
Over the years, Libang has also learned a lot of experience and lessons, began to turn to those more difficult to walk, "sparsely populated" road, to be a pioneer, in the process their own team can also get exercise, and this is Libang's core competitiveness. What is the long-term value of the business? In Mr. Yu Xiangzhe's view, no 100-year-old enterprise survives through price competition, and short-term profits do not guarantee long-term success. The competition in the coatings industry, if subverted, will never be within the industry, but must be eliminated by the more advanced external industry. Customers are changing, and if we stay in the mire of price competition, don't think ahead, don't want to invest in innovation and research and development, then it's not just certain brands that are being destroyed, it's even the industry that's being disrupted. So we have been thinking about the way of the future, from paint suppliers to effect service providers, from selling products to selling services, Libang is taking the road of continuous innovation.
Innovation for us, is for customers and building research more environmentally friendly products, through our intelligent production and efficient high-quality services, responsible for the building, responsible for the results, responsible for delivery, for customers, industries and even the city to create more value, but also promote our development, make tomorrow better.