Marketing: analysis of the development orientation of small and medium-sized coating enterprises in China

Core tip: to build soft competitive advantage is a must for every small and medium-sized coating enterprise To build and spread a certain selling point and a certain positioning group is the only way for a strong brand The destructive power of time cannot be underestimated With the progress of society and the development of the times, science and technology, aesthetic fashion, consumer psychology and behavior are changing all the time For paint enterprises, the survival basis of paint brand identification will naturally change, and the brand identification will certainly keep pace with the times and carry out space-time management Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Paint Home News: the establishment of soft competitive advantage is what every small and medium-sized paint enterprise must do It is the only way for a strong brand to build and spread a certain selling point and a certain positioning group The destructive power of time cannot be underestimated With the progress of society and the development of the times, science and technology, aesthetic fashion, consumer psychology and behavior are changing all the time For paint enterprises, the survival basis of paint brand identification will naturally change, and the brand identification will certainly keep pace with the times and carry out space-time management With the improvement of social and economic development level, the coating products pursued by the post-80s and post-90s not only require environmental protection, but also pursue individuality The development of white wall paint to color wall paint is that the coating industry grasps the pulse of the times, and the development direction has been moderately adjusted The positioning of the paint enterprise brand is not limited to the degree of specialization, but to refine the core value system through specialization It may be to put forward more intimate slogans or emotional and spiritual concepts for some consumer groups However, with the passage of time, there are many brands that are just a flash in the pan and fade out of people's vision The same is the development of the brand, will have a different fate and destination In order to have the foresight to enter the market, coating enterprises must make clear the origin and development of the brand, understand what kind of identity the brand should enter the market, how to establish the first cognitive impression in some aspects and in the minds of consumers, and how to capture the minds of consumers In China, although we mastered the painting technology in 480 BC, until 1948, there were only about 50 paint factories in China, with an annual output of less than 10000 tons After the founding of new China, China's coating industry has made a great leap forward and become one of the largest coatings countries in the world With more than 60 years of development, Chinese coating companies need to learn how to manage the time and space of their brands in order to achieve a hundred year old brand, although there is not enough to brew a hundred year old brand The top of the pyramid should be the core value and soul of the paint brand, which is the essence and origin of the brand, as well as the brand DNA The core value of the brand at the top of the pyramid must be stable for a long time and cannot be changed easily To maintain the core value of the brand with extraordinary dedication has become the secret for many international first-class brands to create a century old golden brand In the paint industry, Libang has always adhered to the color public welfare, and the artists have been performing the theme song of "health and happiness" Maybe they have not had a hundred years of development history, but for many years, in the face of changes in the market, they have always adhered to the core value of the brand, which is also the secret of their success The middle layer of the pyramid should be a more stable style tone formed in brand identification, reflecting the cultural connotation and personality characteristics of the paint brand, such as brand logo, symbols, etc., which should maintain loyalty to the core value of the paint brand, and change needs to be quite careful Of course, in order to adapt to the changes of the times, we should also make some timely and appropriate adjustments and changes to keep pace with the times to meet the needs of consumers Since 2003, Huilong paint has transformed the wood door paint market, and now it is the first brand in the field of wood door paint in China At that time, most of the coating enterprises expanded the product line to seize the market, but Huilong coating has endured a painful transformation, in exchange for the long-term development of the enterprise Now, the mention of wooden door paint is like the mention of Huilong coating Huilong's persistence and success for several years is actually a great example for coating enterprises to learn At the bottom of the pyramid is the product identification and brand communication content of the brand, which needs to keep pace with the times to maintain the brand's freshness and sense of the times, and maintain the brand's youth and vitality forever The sense of time of paint brand is often reflected by the innovation and development of paint products It can be the upgrading of paint products or the extension of paint products to new fields The paint products will be old for a long time, unable to meet the psychological needs of consumers The core value of the brand should be constant, but the theme and form of expression of the brand communication should focus on the main line of the core value of the brand, keep up with the trend of the times, actively innovate and change, and maintain their image of "Youth" and "fashion", such as brand image spokesperson, product packaging, store decoration And other elements should cater to the changing tastes of consumers Only in this way can brand identity move forward and get rid of the baptism and erosion of time How to build the soft advantage of paint brand? The most important thing is positioning! Small and medium-sized coating enterprises attach the most importance to sales and imitation, with few unique brand positioning ideas If the brand positioning is equal to the price positioning, many small and medium-sized coating brands tend to the wrong positioning Brand positioning is the most important image and impression built in the mind of consumers The price is only one aspect, and this impression must be formed by the most advantageous and characteristic selling points of the enterprise, and finally form cognition through various visualized packaging and communication In the local market, there are many regional coating brands, their prices are often lower than the prices of big brands, because they can only be competitive on the basis of price advantage In many aspects, these local small and medium-sized paint brands often like to compete with the local national big brands As soon as the results are compared, they enter into the process of imitation The results are not the brand's own, and there is no feature to speak of, so it is really difficult to develop without getting rid of the influence of the big brands How to deal with the relationship between "change" and "invariability" is the key problem of brand recognition temporal management In order to maintain the consistency and sustainability of the coating brand over the years, which brand elements cannot be changed? In order to maintain the brand's freshness and sense of the times, which brand elements can or should be changed? The general price positioning, product positioning and channel positioning can not form the impression of consumers, because consumers will not pay attention to these issues in detail when they choose to consume a brand, but only want to know clearly what the brand can bring to me, mainly spiritual and emotional impression The establishment of these impressions can solve many problems in the development and promotion of small and medium-sized coating enterprises Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,