How can coating enterprises get rid of the growing disadvantages of the industry?

China Coatings Network
News:
China
Coatings Network
News: Although China has become the world's
coatings
the first production country, but China is not the world's largest paint power. The
between
and foreign competitors lies not only in capital, technology and product quality, but also in brand influence, visibility, after-sales service, etc. In the face of increasingly prominent shortcomings, paint companies how to deal with?
China has become the world's largest producer of paint, but China is not the world's largest paint power. The gap between Chinese paint companies and foreign competitors lies not only in capital, technology and product quality, but also in brand influence, visibility, after-sales service and so on. In the face of increasingly prominent shortcomings, paint companies how to deal with?
brand super-birth serious. A brand has not yet started, take advantage of a few more brands. Due to the lack of good brand planning in advance, coupled with the lack of enterprise management brand, the ability to guide correctly, directly resulting in weak brand influence, product model and performance similarity, business model and advertising activities. Formed a "one child to grab milk to eat a child can not eat enough" situation. This does not consider the carrying capacity of the brand, but only based on production, channels of resource optimization practices, in the development of enterprises at the same time, but also directly caused a serious lack of brand core values, leaving hidden dangers for brand development.
brand positioning is blurred. Many of China's paint enterprises in the brand positioning, reluctant to sacrifice, always spread the net, think that the target market will be set the larger, the greater the grasp of success. In practice, because it is not clear the target market, the customer's thinking is lack of market comparison and analysis, directly led to the
coating brand
difficult to form and play its due competitiveness. And from the brand awareness, reputation, the current national paint brand can not and foreign paint brands stand in the same ranks.
lack of brand culture. Throughout China's paint enterprises, still stay in the level of brand awareness, while ignoring the brand image in the shaping of the indispensable social welfare undertakings and public relations activities, so that the brand in the mass communication can not be noticed. At present, the domestic market
paint brands
as many as 10,000 kinds, as a "outsider" consumers in the selection and use of often appear very blind.
concept is hyped. Many domestic paint enterprises, on the surface is very innovative, drink paint show, fried vegetables with paint, fish with paint, etc. , these so-called concepts are nothing but to guide consumers, explain their own paint environmental protection. But after all, paint is decoration supplies, not let consumers as daily necessities to use, this and drink, stir-fry, raise three concepts between the lack of organic links, so it does not convey the core value of the brand, not good but will make a fool of themselves. As the market matures, consumers are becoming more and more rational when buying products, so consumers won't buy them just because of the advertising bombardment and just one or two inexplicable gimmicks.
the lack of innovation in the heavy cottage. Paint enterprises at the beginning of development, is completely able to put aside the imitation of this circle, short-term interests blinded some paint enterprises eyes, they feel that since imitation can achieve benefits, why do more to break out of the way. Many paint companies are imitating others, from brand naming, to developing technology, to product performance and sales patterns. In the naming of products, there are countless products derived from the names Libang and Doles alone, such as Bang and Shi brands.
with the continuous development of China's economy, the paint industry is in the "terminal for the king, brand victory, service for the big" terminal era, and is trying to "industry integration, strategic development" on the road of transformation. Either spend a lot of human and financial resources to build their own e-commerce platform, or choose a mature third-party platform. Throughout the construction industry, with a standardized management system and rich operational experience to build a cattle network is undoubtedly the top choice.