There is "short-sighted behavior" in the industry, coating brand strategy system

China Coatings Network
News: As we all know, today's
coatings
industry, although the scale of development has been effective, there are some
coatings brand
more and more powerful, but throughout the international market, in the international arena can "lead the dance" of Chinese paint brands are few. The reason is that domestic paint products, whether in design, management or marketing, are not yet mature, and it is this immaturity that makes domestic paint brands can not be comparable with international brands. Therefore,
coatings enterprises
to reverse the status quo, naturally need to make great efforts to make big investment to change.
high-quality products, low-quality products oversupply, is the current situation of China's paint industry. At present, in the total supply of coatings, domestic production of high-grade coatings only a small proportion, most of them rely on imports. With the further evolution of the market pattern, the position of foreign-funded enterprises in controlling the high-end market will be more stable, and some private paint industry may become a processing plant for foreign brands.
of course, domestic paint is not lack of quality, some products in terms of quality and foreign brands can be completely comparable, the gap in the brand value. At present, the paint industry in the brand strategy is generally short-sighted behavior, product strategy is limited to product sales links.
Because of the small size of enterprises, many Chinese paint brands are unable to carry out large-scale advertising, brand awareness is difficult to improve, some agents profit is the short-term business concept of the map has also caused damage to enterprises. Rational brand management strategy should become the domestic paint industry in the market to break through the first choice of ideas. This means that the paint industry can not rush to success, but to systematically solve the problem, pay attention to the hard power and soft power of the overall upgrade, so as to get rid of the role of followers, really have independent rights.
However, if domestic paint enterprises want to achieve greater victory in the face of economic globalization, they need to improve their own technical level, management level, product quality and marketing capabilities, so as to find their place in the competition. Of course, the paint industry also needs effective and healthy development.