The market environment is grim. Where does China's paint market go?

With the entry of foreign paint brands and the increase of local paint brands, the market segmentation of the paint industry has become increasingly evident. The world's top ten paint companies have long been in the Chinese market, and occupy the high-end market of Chinese coatings. At this stage, the market environment is more severe, and the prospects for enterprise development are more ambiguous. We do not know which route to take, especially the mid-range brands, should go forward, embark on high-end development, or turn downward, and attack. The low-end market?

In fact, the paint industry in the country is currently facing major challenges. Paint markets across the country are flooded with products. For mid-range brands, market operations will be more difficult, and the market is under the impact of such a wave. Take two extremes, either by scraping the ball and filling the market with low-end products in the mainstream market: either high-end products dominate the mainstream market. How does Zhongliu brand products stand in an invincible position in the fiercely competitive market? Faced with the industry's opportunities for reshuffling, what should mid-range brands do? What can you do? How to do? How can we take this opportunity? To solve these problems, the author believes that it is still necessary to return to the fundamentals of enterprise development:

First, excellent quality

Excellent product quality is the invincible capital for all companies in the market, and quality is the foundation of the company. The beginning of any big brand on the market is not based on excellent quality. At the beginning of China Resources, it was only through building quality first that it was recognized in the market, and finally insisted on establishing a brand image. People say that the quality of Dabao lacquer is excellent. Although the price of Dabao lacquer is higher, people are still willing to accept Dabao lacquer. At present, although the wiper ball can temporarily make a splash in the market, the mainstream of the market is still dominated by high-end products. With the improvement of people's quality of life, people's consumption concepts gradually transition from low-end consumption to high-end consumption, pursuing high-quality life. Therefore, in such a situation, it is necessary to increase the quality of the product and take quality as the foundation. Although inferior products have price advantages, they are ultimately not the first choice for people. Therefore, a company must establish a foothold in the market. The first choice must have excellent products and a better reputation in the market. A good reputation is a condition for the expansion of products in the market. Therefore, we must urgently need to raise the quality of our products to a new level. Good quality, good reputation, there will be a good market.

Second, the elite team

In the early stages of development and rapid expansion of each company, it is necessary to form and build an elite team, especially a group of sales elites. A good elite team can lay a good foundation for the rapid expansion of the company. The size of the elite team may vary. For example, China Mobile and China Life Insurance are all large companies with good elite teams. Take China Mobile as an example. China Mobile was established from 1998 to 2008. Among them, a small communications company has rapidly developed into the global communications top brand and the Fortune 500 company. Although there is strong support from the state's financial resources, it is impossible to accomplish such a thing without a good team of elites. From a small company to Fortune 500 companies, the annual turnover is more than 200 billion yuan, and the profit is more than 60 billion yuan. Big business. Huawei also completed a world-famous group of elites. The elite team plays an irreplaceable role in the development of company companies. The same is true for sales companies. Sales elites have contributed to the company's growth.

Third, product positioning problem

In the company's development process, positioning issues have major decision-making issues. The market position of the product must be clear. Unicom’s CDMA company has not been able to accurately locate the market at the time of its initial listing. Therefore, it is not very smooth in the early stages of development, and later it has undergone adjustments and has developed relatively smoothly. Therefore, in the positioning of product companies must be clear on the paint, identify the market location, and around the product positioning issues, design a set of marketing programs, so that it can be a smooth development. At present, most of the mid-range paint brands are somewhat unclear in the market positioning of products, so there are also great arbitrariness in the market, so there are paint companies that have been playing brands for many years, but the products are on the market. The popularity of the product is not very high. If you are positioning it in high-end products, it is a high-end product. Positioning at the low end is the low end product. Targeting high-end products, it is easier for a brand to cultivate brand awareness and brand image, and the market is easier to obtain and achieve success. If the product is targeted at low-end products, our products are low-end products, so it is extremely important for a product's market orientation to cultivate a company's brand awareness. Why at this stage in Guangdong area, many manufacturers can build it into a Chinese brand in two to three years. Well-known trademarks appear in front of the world with a high-end product image. The reason is that they set the product's market orientation at the beginning, and then build a brand around this positioning and establish a brand culture. As people's economic strength increases and purchasing power increases, people will pay more and more attention to the brand of the product. Therefore, paint companies' products must now establish brand awareness and establish a brand image. It takes 3-5 years to establish the brand. And we have grown bigger and stronger around the brand, and we have developed in the direction of diversification.

Fourth, advanced marketing concept

Any brand in the period of rapid market expansion, in addition to an elite team, there must be a complete set of advanced marketing concepts. Aksu. Nobel Coatings is the largest paint manufacturer in the world, and this brand is extremely good in the market both in terms of quality and penetration of brand concepts. However, Lai Weiqi entered the Chinese paint market for many years. In addition to being able to do it in some places, many places cannot do it. There is only a brand image, there is no advanced concept to support the entire marketing system, and the market is ultimately It is not yours. I believe that Laiwei's senior sales staff are not fools. They are certainly elites in this industry. It is because the entire marketing system of Laiqi lacks an advanced marketing concept to support it. Weiqi is the world's paint leader and has entered the Chinese market for many years, but it has not received consumer recognition. Advanced ideas should always be the frontier of the market and have a strategic vision. At present, the paint industry in China is facing a reshuffle, and in the past two or three years, the rapid development of paint-free doors, paint-free boards, and wallpaper-free wallpaper has spurred the market share of home improvement paints. As a result, the paint market pressure is increasing. In this case, the paint must always stand at the forefront of the market, and how it can adapt to the rapid development of the market. The advanced marketing concept highlights a company’s brand culture concept. Only advanced marketing talents will stand invincible in the market.

Fifth, perfect after-sales service system

Being a company is not just about selling products but also selling intangible products. Its realization in many paint manufacturers' product quality is really good, but due to the lack of a perfect after-sales service system, after-sales service can not keep up, many times manufacturers and agents also interrupted cooperation. Agents can say both love and hate to this manufacturer's product, the product can bring him the profit space, but because the after-sales service cannot keep up, the agent has to reluctantly give it up. For an agent, in the absence of perfect after-sales service from the factory, one product is abandoned. The loss is quite large, because the agent pushes a new brand to the market in the absence of support and puts it It is a great pity that the agents are extremely disappointing in their popularity, and they will give up because of their small size. But sometimes it has to be done because there are many and many products in the market with him that can give him profit margins and have a good after-sales service. Although abandoning a mature brand, but pushing a new brand on the existing network platform is also relatively easy, and perfect after-sales service, or more worry.

Excellent quality, accurate market positioning, creating elite teams, advanced marketing concepts, and perfect after-sales service system are all the basic macro strategies for future company development planning. The company wants to achieve rapid development. None of the above is indispensable. As the saying goes, the adversity is the best exercise for people. When others are retreating, do we also retreat together? Refundable, how can we do it? Retreat, for what we do for many years, what can we do to retreat? In such a situation, we must now make a right choice. In this situation, we only have to face the head and use our excellent quality, elite team, advanced marketing concepts and perfect service system to make us change. It's more powerful.

In the fierce market competition, domestic coatings can only become the protagonist in the coating market only if they are among the high-end markets. However, there are still many differences between domestic brands and foreign brands. Among them, the small size of the company is a major issue. As domestic companies try to become bigger and stronger, they have to face the fact that the average price per ton of PPG coating is about US$7610, and the average price of Japanese paint is about US$3,000 per ton, while the average price of paint in China is The price of ton is less than 1,250 US dollars. This phenomenon is a true reflection of the fact that a large number of small and medium-sized paint companies in China are blindly following the low-end market route.

On the other hand, foreign brands can't be branded in corporate image promotion. First, there is not much investment in advertising; second, there is too little investment in research funding, and new high-tech products cannot keep up. Third, there are problems in the company's development strategy, and marketing is impetuous. As a result, the increasingly large paint market is handed over to joint ventures and importers. In fact, low prices do not necessarily have a competitive advantage.

According to the relevant responsible person's analysis: "At present, the technical content of architectural coatings is not very high, and the risk of products is not large. Chinese enterprises can produce high-end paint products completely, so as to be comparable with foreign products. For domestic paint companies, First of all, we must have confidence and timidity to realize cross-regional and cross-industry restructuring through asset operations, and to increase the scale of the company. If a company is stronger, it will be able to increase its competitiveness and more funds will be invested in research and development of high-end products with its own brands. At the same time, increase advertising efforts. I believe that Chinese paint companies as long as they play their own advantages, dare to compete with foreign brands, and gradually expand their products in the domestic high school market, will be able to enter the high-end market."