Strength is much larger than the scale wallpaper enterprises beware of playing swollen face full of fat people

China Paint Network
News: The current wallpaper market, no matter how loud your brand, you need to carry out brand building and campaign marketing, wine re-scent also need to take the initiative to attract consumers, otherwise it will go against the water boat, do not enter or retreat. Although the importance of marketing can not be ignored, but in order to greed for scale and dwelling through marketing to do the shelf is the act of swollen face full of fat people, and not desirable. You know, scale and strength can't be equal.
, many enterprises think that large-scale enterprises have the strength. In fact, the reason for this recognition may be: China for many years advocated "economic construction as the center" to form a "GDP thinking". Chinese wallpaper enterprises "big but not strong" rooted in the scale complex, make themselves look very large, a bit like the northern dragonfly, when threatened to "blow" themselves big, in order to scare each other, but it turns out that the success rate of this trick is very low. Make yourself look big after all is not really big, belong to the bluff, clear-eyed people will know at a glance.
Therefore, most of China's wallpaper enterprises are considered unhealthy, large-scale but not strong profitability, many products but not competitive, brand awareness is very high but not high reputation, such enterprises once encountered external market risks, it is easy to get into trouble. For example, in previous years, the government subsidies for home appliance enterprises continue, one policy after another, to the end of subsidies, many home appliance enterprises annual report shows that profits suddenly down, it can be seen that their dependence on government subsidies has been very deep.
but willing to invest is not just throwing money, it needs to be used where it is. In the eyes of visionary wallpaper companies, scale is the result rather than the goal, but most wallpaper companies turn it around and make scale the only target to chase, making themselves look huge and short-sighted. So there is the result: the number of Chinese wallpaper enterprises, but with international competitiveness is very few, it is many of them, the operation of the most important two things lost one technology and brand.
Although the most effective means of increasing the scale is marketing, so, China's wallpaper enterprises generally pay more attention to marketing than international enterprises, a penny should also be used for advertising rather than research and development, most Chinese wallpaper enterprises have become "marketing-led" enterprises, rather than "technology-led" enterprises. Such enterprises have a very obvious characteristic, that is, responsible for marketing vice-president status than responsible for research and development, production of the vice-president status is higher, ranking is usually next to the boss.
fact, the real competitive enterprise is a "real material" company, rather than "foreign strong in the dry" company, the latter is very large, but the fighting force is not good, belong to the fat type; The former "has food in hand, the heart does not panic", is the kind of enterprises that can really control their own destiny, full of fighting power. Therefore, China's wallpaper enterprises should also be in the reverse scale, to ensure that profits first, with profits to have the money to research and development, to innovate, in order to go further in the future!