Paint enterprises four transformations successfully upgraded "Internet Plus"

China Coatings network
: After the two sessions in 2015, "Internet plus" has become a hot topic in all walks of life up and down the field,
paint
industry circles also appear to be tumultuous. In the context of the "Internet Plus", the paint industry seems to have come to a new level. However, in the midst of domestic diplomatic difficulties, the transformation and upgrading of the paint industry also seems to be no longer a development issue, but a matter of life and death.
Faced with opportunities and challenges, in a mood of anxiety, we now need to calm down and think, "new normal" conditions of the paint industry is facing what changing new environment, in practice encountered what development problems and dilemmas, the storm will emerge in what new business opportunities, and how we can better plan layout, planning for the future.
with the macroeconomic slowdown, China's real estate market, after more than a decade of prosperity, has begun to face an inflection point of decline into the post-property era. In 2014, the growth rate of land acquisition area of real estate development enterprises fell by 14% YoY, maintaining a double-digit negative growth pattern. At the same time, China's real estate market has seen an overall decline, while real estate inventories are still climbing. In this regard, the government has introduced a variety of stimulus measures, but in the short term it is difficult to make the property market similar to the sharp rebound after 2009. As a result, the paint industry, which is close to its lips and teeth, is struggling.
, however, it is worth noting that although the overall property market in 2014 showed a downward trend, but its market structure is polarizing, the top 10 large housing enterprises are still growing, and small and medium-sized housing enterprises are extremely sad. Given that the polarization of real estate in 2014 was a preview of the paint industry in 2015,
coatings companies with core competencies and well-known brands
may be in better condition, while some small and medium-sized enterprises or low- and medium-grade brands, such as products without features, no influence, marketing innovation brands or will continue to decline.
2002-2013, China entered a clear cycle of capacity expansion, accompanied by a surge in real estate and local infrastructure. However, when real estate downs and local borrowing is constrained, capacity starts the de-ization cycle. At present, the paint industry is facing the serious challenge of overcapacity after leapfrogging over 10 billion capacity. According to the national capacity survey data, by the end of 2014, the domestic production line has reached more than 3,500, with a total production capacity of 14 billion square meters, while the real output is only about 10 billion square meters. However, in sharp contrast to the production capacity of the high-singing Kai song is the speed of inventory materialization is not optimistic. Therefore, the paint industry's simple capacity expansion, transfer development model urgently needs to be adjusted to adapt to the "new normal" of the macro-economy.
On the eve of this year's two sessions, Chai Jing's documentary "Under the Dome" was widely disseminated in WeChat's circle of friends, pushing the issue of haze to the forefront of public opinion, and environmental protection began to attract unprecedented attention from the whole people. In 2014, the local production areas opened a very severe environmental remediation, so that the environmental crisis of Tu enterprises unprecedentedly severe, some enterprises because of the inability to upgrade and upgrade environmental protection equipment and had to close down.
January 1, 2015, the most stringent new Environmental Protection Law in history came into effect, since then, the environmental protection bottom line will become the paint industry can not touch the high-voltage line, enterprises will have to move from passive coping to active cooperation, and even now active input. At the same time, under the new environment, the labor department attaches great importance to the management of labor safety and the protection of workers' safety and health more than ever before. In addition, before many local enterprises can enjoy some gray policy dividends, but with the strong promotion of the rule of law, transparent and open and pay taxes in accordance with the law will undoubtedly increase the burden on enterprises.
a new industrial revolution, the Internet will be deeply involved in the production process.
the pattern of information interaction has changed, the shift from centralized production to network co-production has shifted. Information technology enables information sharing between enterprises in different links, can quickly find and dynamically adjust the partners on a global scale, integrate the advantages of resources between enterprises, in research and development, manufacturing, logistics and other industrial chain links to achieve global decentralized production. As a result, enterprise production can move from traditional product manufacturing as the core to providing products and services with rich connotations, to providing customers with a holistic solution, resulting in the blurring of the boundaries between Internet enterprises and manufacturing enterprises, production enterprises and service enterprises. This also means that, in the paint industry, anyone can become a cross-border integrator.
the marriage of technology and capital has built an era of "hijacking", with high walls between industries being razed to the ground and everything being crossed and subverted. Therefore, the former car, those who turn slowly large enterprises, even if they are aircraft carriers, brand hard, capital again cattle, I am afraid it will be difficult to escape the number, not to mention those traditional industries of small and medium-sized enterprises. To use Kevin Kelly's phrase: The man who is about to destroy you has not yet appeared on your list of enemies.
, the integration of the Internet and traditional industries will be the commanding heights of a new round of development of Chinese manufacturing, and intelligent manufacturing will be the main direction of China's manufacturing industry in the future. Therefore, the future development direction of our coatings enterprises should be to provide comprehensive solutions for coatings or human habitat solutions. To do this, we need to transform and upgrade in the following ways:
Fundamentally, the market structure of each industry depends on the ability to access information, and since the value chain of every industry on the Internet will be reconstructed and changed, almost all industries will have to rethink based on the Internet. At the same time, with the rapid development of information technology, human society is accelerating from the era of Internet technology to the era of DataTechnology. On the basis of Internet technology, we can use big data technology to mine the huge amount of data such as user attribute data, consumer behavior data, social data, geo-location data, etc. to analyze the explicit and potential demand of consumers, so as to better value combination and value creation. And the surge in data volume has brought us great challenges and opportunities, which will certainly change people's way of life and work, business mode and business model.
, in the rapidly changing era of big Data on the Internet, the transformation and upgrading of ideas is the starting point for success. It doesn't matter if you don't understand technology, because digital communication is not about technology, it's about ideas. Transformation and upgrading is to upgrade the head, only the head to achieve real upgrade, we can think about how to use the Internet technology, ideas and traditional industries to graft, blend.
coatings industry, many enterprises are gradually from a simple production-oriented enterprises to production-service-oriented enterprises. The transition from a production-oriented enterprise to a production-service enterprise is not only a mature performance of China's paint enterprises, but also an inevitable result of industrial upgrading, because consumer demand can be expressed and can be responded to by producers. At present, during the period of production-led to consumption-led market economy development, consumers most of the time by spending money to buy their favorite goods or consumption of quality services to determine what will be produced. Just as in Europe and the United States mature market economy system, consumer interests and demand to a large extent determine how goods will be produced, how services will be provided.
coating enterprises from the traditional production and manufacturing to production service-oriented enterprises, is China's building materials market downturn is a very important strategy, but also a major trend in the development of the industry. At present, paint enterprises are facing the key moment of competition for the market, the creation of brands, in the face of competition in the domestic market, the global
coating network
think that paint enterprises should have marketing awareness, do service awareness, to adapt to the current changes in China's building materials market. This transformation requires the enterprise to change in organizational structure and personnel composition, department functions, business operation mode and many other aspects, and can be extended to meet customer requirements.
the traditional marketing model of the coating industry is a one-way open-loop mode that products are handed over to consumers from the enterprise to the distributor. Now, the trend of product sales is mainly the Internet to intercept the flow of retail people. When 80, 90 has become the main consumer of society, and they are highly dependent on the Internet, consumers can directly through the Internet with enterprises, distributors of two-way interaction. At that time, the distribution network of the building materials market will be transformed from an activity center to an experience and trading center, and the vast majority of future transactions will be conducted directly on the Internet. But this does not mean that the development of only e-commerce, because network marketing is only an important aid, and can not completely replace the physical store, and the real product - space is more consumers to experience first-hand.
, in an age of information asymmetry, brands are an important way to gain consumer trust. But in the Internet age, the information asymmetry gap is accelerating to disappear, leading to brand building to do the corresponding changes. In the era of brand weakening, consumers are mainly concerned with the cost-effective products. We are now taking the path of customization, is to try to use the cloud business model to try to find a new business model, so as to seize the essence of consumer consumption, create demand to guide consumers, rather than simply meet and cater to. The ultimate goal, therefore, is to create an O2O closed-loop business ecosystem so that businesses can better create value for consumers.
for the next decade, the value of the promotion will be one of the direction of the paint industry efforts. As far as our coatings industry is concerned, in the face of a large number of high-end consumer groups with increasing consumer power and aesthetic taste, we also need to study their spiritual and emotional needs more, so that our products can keep up with this change.
a single piece of paint is a product, but now space has become a product, the value of the two there is a big difference. A space in addition to the quality of paint, color, but also a combination of supporting, design, art and other factors, can bring consumers a new feeling and value experience, and then through the provision of quality sales services and after-sales service, consumers can save time and facilitate.
The old business model valued labor, capital, division of labor and so on, and when big data replaced labor and capital as new factors of production, the formation of the whole information productivity will bring about changes in the production relationship, the previous division of labor model has become a share-led, consumer-led model.
the Internet age, the information structure itself determines the structure, structure and manner of production organization and business model. And the information structure of the Internet is receding, distributed and centerless. Therefore, if the paint enterprises in the "Internet plus" background or "pyramid" highly centralization of the top-down decision-making model, but also grasp the traditional process and control, do not relax the horizon, then it is safe to say that will inevitably be thrown away by the times.
face of this era of innovation, always in the process of subversion, all the new forces are inextricable, whether offensive or defensive, all the competition will be turned into a battle for talent.
the renewal of business means the generational replacement of people and the transformation of talent structure, so the key for the old enterprises to achieve transformation and new life is to seize the new generation of talent. However, this does not mean that those of us who have been in the sand for a long time are hopeless, on the contrary, as long as we can keep pace with the times, have a zero mentality, and have a sense of historical responsibility to revitalize the industry, in this era of change to re-enerve the passion of entrepreneurship, then we can "old and strong, do not fall into the blue clouds of ambition."
In short, we now have to actively introduce "innovation, entrepreneurship, creativity" after 80, 90 talent, the future to them, on the other hand, to continue to zero, start again, study hard, and constantly promote technological innovation and management innovation, and strive to turn it into industry rules and standards, it is possible to master the future development of the industry initiative and leadership.