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    Home > Coatings News > Paints and Coatings Market > How to take the road of transformation of small and medium-sized paint enterprises?

    How to take the road of transformation of small and medium-sized paint enterprises?

    • Last Update: 2020-09-29
    • Source: Internet
    • Author: User
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    China Coatings Network
    : The original title: industry shuffle accelerated under the normal
    small and medium-
    coating enterprises how to take the road of transformation?
    July 24, Zhejiang Province,
    coatings
    industry strategy seminar held, many participating enterprises have said that with the changes in the market, paint more difficult to do, some small paint enterprises are facing the crisis of closure. In 2015, affected by the real estate industry, in the downstream paint industry growth slowed down, coupled with the introduction of various relevant national environmental protection policies, the development of the paint industry has a certain inhibitory effect. The development of coating enterprises, especially for small and medium-sized paint enterprises.It is understood that in the first half of 2015, the paint industry growth rate of only 0.9%, the first time and significantly lower than the already slowing GDP growth rate; However, China's thousands of paint enterprises, market competition is becoming increasingly white hot, industry shuffle has been inevitable.
    face of difficulties, paint companies have been looking for a way out, hoping that in the policy and the market difficult situation is still standing. Some paint enterprises in the first and second line, because of the financial and technical support, actively and timely response measures. In the face of consumption tax, Zhanchen put forward a "package of solutions", Carrie launched environmental protection coating solutions to deal with the market and environmental protection PU, Dabao Chemical built China's first batch of
    water-based wood coating
    coating workers ...
    . And some small paint enterprises because of technical and human constraints, can not withstand the policy and market double test, from then on submerged in the paint industry's history.
    , in the face of the industry shuffle accelerated the status quo, small and medium-sized paint enterprises are really powerless, can only listen to God? Obviously, the answer is no. On the contrary, from another aspect, compared with large enterprises, small and medium-sized paint enterprises have flexible characteristics, in the formulation of marketing strategy and after-sales service provisions, small and medium-sized paint enterprises can quickly make adjustments, unlike large paint enterprises due to the company's cumbersome processes and procedures caused by the slow response. However, flexible adjustment does not mean that can be casually replaced, the industry shuffle accelerated situation, small and medium-sized paint enterprises should be clear about their positioning, clear strategic objectives, in order to achieve a marketing breakthrough, further expand marketing channels, so as to successfully transform and upgrade.
    In the process of market development, many small and medium-sized paint enterprises will ignore the brand construction, or because of the lack of attention to brand building, or because small and medium-sized coating enterprises have limited capital and technology, want to establish a brand is powerless. Therefore, imitation has become an important shortcut to the success of small and medium-sized paint enterprises.
    looking at China's current paint market, many small and medium-sized paint enterprises and large enterprises products are basically the same, whether in the use of coatings or packaging, large and small enterprises always do the same. In the small and medium-sized paint enterprises, in order to occupy a place in the market, we must closely follow the footsteps of large enterprises. However, because there is no brand advantage of large enterprises, small and medium-sized enterprises in the process of competition will always be at a disadvantage, and eventually lead to their own fiasco.
    In the author's view, blindly following in the footsteps of large enterprises is not desirable, as said above, small and medium-sized enterprises have limited capital and energy, it is not possible to do everything like large enterprises, should be limited strength, focus on creating star products, keep the right thing, in order to really get the best of life.
    It is understood that there are many small and medium-sized enterprises in order to occupy more territory in the paint market, not only do
    built-in paint
    , but also do
    -wall paint
    , both furniture paint, but also do industrial paint, and even do
    deed paint
    and
    waterproof paint
    . These enterprises almost involved in all areas of coatings, it seems like a kind of pass, with the strength to break through the bottleneck, in fact, but all things are not refined, there is no breakthrough of the main direction of attack, these small and medium-sized coatings are difficult to survive in the market for a long time. Therefore, small and medium-sized enterprises want to survive in the highly competitive paint market, we must be clear in their own positioning, not blindly follow.
    , with the spread of brand knowledge, small and medium-sized business owners have come to realize the need to create a transition from Chinese manufacturing to China, as well as the important role of brands in product sales and profits.
    Network before the rise of the paint enterprises are very narrow communication channels, if you want to shape the corporate brand image, usually rely on sales staff sales, advertising in industry magazines and participate in exhibitions and other ways, these promotion methods are expensive, and need long-term investment, for the resources of small and medium-sized paint enterprises is undoubtedly an insurmountable obstacle. But the emergence and development of the network has changed people's view and experience of the brand.
    network is an open, equal, sharing platform, to some extent, large paint enterprises and small and medium-sized paint enterprises on the network has the same opportunities and advantages. Small and medium-sized paint enterprises have the opportunity to make their own voice, and large enterprises to compete for the right to speak of the brand. In real life, the cultivation of a "star" needs years of accumulation and time, and on the network, the use of innovative strategies, a grass-roots can overnight red, become a household name "network star", to create an unimaginable miracle of communication. The same reason, a usually unsophatic small and medium-sized paint enterprises, if you can use innovative thinking, on the Internet to make a sound, establish an image, perhaps one day will really be remembered by people, so as to be red.
    foreign enterprises, the product design ability of China's paint enterprises is generally low. The design capability referred to here refers to the innovation and research and development ability of the enterprise, including the extended service design to the customer later. In other words, coating companies should sell film, not just paint.
    , coatings in different applications have different quality performance, the final formation of the coating performance is good or bad need to be reflected in the construction. If the intermediate link uses improper construction methods, such as for polishing convenience, batch scraping water absorption rate of high putty, or paint before the use of a large amount of water, then no good paint can form a good coating. In order to avoid errors in the middle link, the products of coating enterprises need to be extended to the construction.
    There are relevant people pointed out that large-scale coating enterprises generally do not do special, small amount of characteristic products, but the market has such a demand, so small and medium-sized paint enterprises can break through the weak links of large paint enterprises, through tailor-made, to meet the different needs of different customers, through the construction of their own enterprise products, so as to obtain customer and consumer recognition.
    , small and medium-sized paint enterprises after several years of development, may already have a certain degree of risk resistance and become the industry leader brand potential. At this time, small and medium-sized paint enterprises should consider the use of the right product portfolio strategy, to provide customers with systematic solutions, so as to enhance their market competitiveness.
    In short, in the increasingly fierce market competition is now, the industry shuffle accelerated has become the norm, small and medium-sized paint enterprises only to shape a good corporate image, paint manufacturing specialization, it is possible to seek stability in the market at the same time to achieve better development.
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