Is "Internet plus paint" a new way out?

China Paint Network
: In the past few years, with China's sustained economic development and the real estate industry continues to heat up,
coating enterprises
in Shenzhou every place flowering. China's
coatings
production increased from 2.41 million tons in 2003 to 10.79 million tons in 2011, breaking the 10 million-ton mark for the first time, and then to 13.03 million tons in 2013, more than four times in a decade, making it the world's largest paint producer, according to a forward-looking research report. But in 2013, China's economic development began to slow down, real estate development slowed down, paint industry problems are gradually emerging.
the scale is still the first, but people often say that "the speed is not up to", the same applies to the development of China's paint industry. Years of high-speed development, so that China's paint industry into the "old model transformation is not smooth, the lack of new growth momentum" in the "growth trap", so how to get out of the "growth trap" will become an urgent problem to be solved in the next few years.
the pollution problem of the coating industry, can be said to be the level of historical legacy problems. A Shunde
painting enterprises
Zhang manager once told the author: "the technical threshold of the paint industry is too low, like the production of oily iron red acetic acid anti-rust paint, just use iron containers to make medium and black oil resin, and then add some iron pink powder, after stirring can be filled and sold." Hebei, Shandong, Henan and Hubei, Guangdong and other places have a large number of family workshop-style
paint
processing enterprises.
The above-mentioned industry insiders said that in the past 10 years, the domestic decoration era, decoration must use Guangdong paint to become a barometer of paint, when Guangdong production of polyester paint coating enterprises more than 2000, see guangdong polyester paint manufacturers, production is large.
Is this such a "small enterprise size but a large number of products production and low quality" situation, resulting in the paint industry from technology and brand awareness, market share, domestic
seeding brand
temporarily can not stand in the same ranks as foreign paint brands. According to industry data provided by China Construction Decoration Network, 30% to 40% of the 1.2 million to 1.3 million tons of water-soluble
built coatings
in 2013 were low-grade architectural coatings; Thousands of manufacturers, can reach an annual output of 5000 tons of enterprises less than 3%. At the same time, the main body of the civil building coatings market by Libang, ICI and other multinational group companies in China's wholly-owned companies, the two major groups of paint production accounted for nearly 1/3 of the country's total production.
, the tightening of environmental protection policies will also increase the environmental protection costs of coating enterprises, such as technology upgrading and transformation requires a lot of capital, time cost investment, involving industrial restructuring. This is almost impossible for paint companies that are not doing well in the short term. It is no wonder that many paint companies lament the "Pear Mountain".
So the author believes that the paint industry environmental reform, green production and other trends, for many enterprises have been the trend, whether it is consumer demand, or the implementation of relevant regulations, are household building materials enterprises must complete the key transformation.
years, the paint industry's "Li Ghost" problem has been the focus of attention. Among them, to "Li bang paint" "Li ghost" is the most classic - since 2012, Libang paint counterfeiting incident has never stopped, until Guangdong Libang, the new century Libang, the new era Libang and other "Li ghost" venture, the market began to raise vigilance.
Li Bang paint "Li Ghost" is nothing more than a response to the paint industry's old problem: the confusion of sales channels is the paint industry's dysentery, even for many years has not been reasonable and effective solution. The author believes that, in two sides, there is a lack of market supervision, there are paint enterprises on the channel management is not strict general disease, only repeatedly appear fake "Libang", especially in some suburban sales terminals, true and false mix, counterfeit and genuine tying, is not a secret.
"Li Ghost" has not only been banned, but also has a serious homogenization phenomenon in China's paint industry. According to an industry survey report of
Coatings Network
, China's coatings industry is currently underfunded by less than 1% of total sales, long-term indulgence in imitation, products more than 90% of the same - this is the current situation of China's paint industry. During the "12th Five-Year Plan" period, China's paint industry annual investment in scientific research and development funds can not be compared with more than 5% of developed countries.
addition, China's current coating industry "introduced more than original", even if innovation, but only imitation innovation, the products produced, in terms of quality has not improved. Although China is already the world's largest producer of paint, but China's paint enterprises produced products are mostly in the low-end level.
For peer plagiarism and imitation problems, Shunde Imperial Dynasty paint head Chen Wei gave the author an example: "When some paint enterprises in the
water-based paint
product research and development invested a lot of manpower and financial resources after achieving certain results, many peer enterprises will flock to the, will be their products on the water, ultra-low VOC, zero VOC, environmental health and other names, and quickly put the floor price into their own sales channels, such a result is, who invested in research and development, who will bear this funding free of charge, such a 'wedding dress for people' things, many enterprises have avoided. "
under the siege of pollution, homogenization, channel management and many other difficult problems, the discussion and attempt to break out of the paint industry has not stopped. With the popularity of the Internet, more and more traditional enterprises have begun to enter the Internet, and even some traditional dealers are not willing to enter the Internet alone. However, the vast majority of traditional paint companies appear to have failed to get online.
" Some entrepreneurs or marketers to the Internet-based e-commerce channels as the whole of Internet marketing, when they proposed the so-called Internet marketing, is to open a shop on Tmall Taobao, when the two stores do not have traffic conversion rate can not achieve the purchase, they think about other Internet marketing methods. "Home e-commerce researcher Tang people think so.
And for the paint industry's "Internet Plus", the author has also heard a traditional paint entrepreneur Wang boss in talking about the Internet, even blurted out a series of e-commerce platforms, some even people do not know very well the platform. Why did the entrepreneur say that? In fact, the reason is very simple, with the rise of the Internet economy, all walks of life entrepreneurial myths abound, so also derived from the conclusion: if enterprises into these platforms, assuming how much each day how much sales, then enterprises can achieve a month how much sales, the whole year can achieve how many billion yuan of sales! Such deification of the Internet is not a case in fact.
the author does not deny that traditional paint enterprises can learn some ideas, views and methods of Internet thinking, but can not blindly worship, blindly imitate. The success of any enterprise has its strong resource background, in the right resource background, if you find the right marketing direction, develop a scientific and effective landing marketing planning program, you can achieve marketing success. For traditional paint enterprises, if regardless of their own resource background advantages, come up to the Internet thinking "to gourd painting", not only do not like, but will waste resources, miss business opportunities.
shaped like some traditional paint enterprises marketers belong to the Internet chase type, out of a micro-blog, think that micro-blog is a better marketing platform, and later out of a WeChat, but also think that WeChat is a better marketing platform. As a result, the Internet marketing of such marketers has become today's microblogging tomorrow WeChat-style marketing. You know, as a traditional paint enterprise marketer, chasing innovative products on the Internet, according to the enterprise's Internet marketing program, it is simply not self-help.
is the new way out for the "Internet plus paint" industry? If the coating industry wants to develop, it must first adapt to the development characteristics of this era. Just like the advent of the industrial age, the traditional manual manufacturing industry is bound to be baptized. If enterprises can not take the initiative to adapt to social transformation and upgrading, then in this weak meat-eating society, the end result is only one - elimination.
the author believes that from the current point of view, the "Internet plus paint industry" upgrade transformation is mainly manifested in three aspects: sales channel diversity, investment expansion and product innovation. But the author also found that for the time being, China's enterprises in the paint industry, the success of the "Internet plus" case has not yet appeared, and more is the "mode" on the hype.
, for the development of paint enterprises, relying on the "Internet plus" breakout is more of a game, that is, "everyone is finding a way, but no one is willing to give up the inherent model" situation. In this way, the paint industry to really break out of an industry of "small meters", there is only "time" left to the problem.