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    Home > Coatings News > Paints and Coatings Market > Marketing: coating enterprises start strategic transformation for survival

    Marketing: coating enterprises start strategic transformation for survival

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: in the context of the post financial crisis, the operating environment of coating enterprises has undergone unprecedented profound changes The continuous price war, the continuous evolution of market structure, the rising price of raw materials, the rising cost of labor, the appreciation of RMB and anti-dumping and other industry development environment make every coating entrepreneur have to think deeply about a vital issue -- strategic transformation Nowadays, in order to survive in the "cold" environment, to become bigger and stronger, more and more coating enterprises have begun or are starting to implement transformation and upgrading Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Home of coatings news: in the context of the post financial crisis, the operating environment of coating enterprises has undergone unprecedented profound changes The continuous price war, the continuous evolution of market structure, the rising price of raw materials, the rising cost of labor, the appreciation of RMB and anti-dumping and other industry development environment make every coating entrepreneur have to think deeply about a vital issue -- strategic transformation Nowadays, in order to survive in the "cold" environment, to become bigger and stronger, more and more coating enterprises have begun or are starting to implement the transformation and upgrading strategy Li songcai, chairman of Shaanxi Baotashan Coatings Co., Ltd., said: "Baotashan has already started to seek transformation since a long time ago and put forward" three societies "last year, that is, learn transformation, learn management and learn win-win cooperation This year, the company will implement strategic adjustment to withstand the "bone chilling" of the market " It is understood that in 2012, the sales volume of Baotashan paint and building coating products reached 36677 tons, achieving sales revenue of 410 million yuan, up 10.5% and 12.8% respectively compared with the previous year, and achieving the sales revenue goal of exceeding 400 million yuan in three years In order to survive, coating enterprises set about strategic transformation "After more than 20 years of development, the competition between enterprises is the competition of brand concept and culture, and the competition of comprehensive strength." With the growing maturity of the industry, enterprises have entered a difficult period of transformation In this process, some enterprises that rely on low-priced and low-quality products to win the market will be gradually eliminated, and the industry will enter a period of rapid technology upgrading Only enterprises that can truly provide customers with high value-added products can obtain sustainable development " Chen Huiting, managing director of Guangdong Huilong Coatings Co., Ltd Jiangsu (Nanjing) Changjiang Coatings Co., Ltd., which has been focusing on the development of industrial coatings, began to accelerate its march into the civil coatings market Zhang Weizhong, chairman of the company, believes that Changjiang paint has obvious advantages in entering the civil market In the future, accelerating urbanization construction will become another bright spot of China's economic development Su Zhongjun, chairman and general manager of Chongqing Three Gorges, said that this is undoubtedly another major opportunity for Chongqing Three Gorges In order to turn opportunities into productivity, the company has set up a subsidiary of architectural coatings to meet the huge market demand for architectural coatings products generated in public rental housing and new urban construction "To beautify China is inseparable from environment-friendly coating products The acceleration of the pace of urbanization in China is pregnant with huge business opportunities " Su Zhongjun said, "as an enterprise with decades of experience in paint and coating industry, Chongqing Three Gorges has mature production technology, advanced product technology, and strong market grasp and market development ability Chongqing Three Gorges, which mainly produces industrial paint, has entered the civil market, which is also caused by market demand " Foreign paint companies are also seeking transformation According to Yan Caiming, general manager of PPG Asia Pacific region, PPG's plant in Tianjin has developed into the world's largest coating plant, and the Asia Pacific region with Tianjin Company as the core has also become the fastest growing region in the global layout of PPG In order to better meet the development needs, PPG Tianjin company is gradually upgrading from a manufacturing center to a R & D Center for the Asia Pacific region Transformation is not easy for coating enterprises to find a way out in pain Nowadays, the cost of labor, raw materials and enterprise finance are soaring However, the market is so weak, the products cannot be sold out, or there is no profit If coating enterprises want to survive, they must transform If they do not transform in pain, they will die in pain "The transformation and upgrading of coating enterprises is a very concerned issue in the current industry What colleagues are doing now is to explore, practice, explore and practice again The transformation and upgrading is not to say that the production of oil-based coatings should be changed to produce water-based coatings, or to produce new environmentally friendly high-performance coatings Its essence is to change the development mode and improve the development quality " Liu Fang, marketing director of decoration paint business department of Guangdong Hongchang Chemical Co., Ltd., said, "we all know that the transformation to green high-performance paint and new functional paint is the main direction of the transformation of the paint industry, but this is not the same in the subdivision field The pain of transformation lies in that we are familiar with things that are not easy to do, we don't know much about new things, and there are many uncertain factors in the future Where is the road of transformation? The enterprise can't grasp it well for a while " "If we don't transform, we will die If we don't transform, we will die faster." In front of most small and medium-sized micro coating enterprises in China, it has become a vital choice In the face of the reduction of product sales and the decline of enterprise benefits caused by comprehensive factors, many small and medium-sized coating enterprises have embarked on the transformation road of independent innovation and brand building "Affected by the macro-economic situation, the growth rate of major economic indicators in the paint industry has generally slowed down, the increase in cost has led to the decline in the growth rate of industry profits, the general downturn in the industry situation in the downstream industries, and the trend of further acceleration in the adjustment of industry structure In 2013, the development of China's coating industry is still in an important period of strategic opportunity, the industrial structure is in a critical period of transformation and upgrading, domestic demand will slowly expand, and technological innovation will become the main theme of industry development, clean production and energy saving Environmental protection, circular economy, high functional process and products will become the new growth point of the industry development, and the proportion of national coating industry will be more and more large " Wei Hua, general manager of Wuhan Shuanghu paint Co., Ltd Shanghai formulates the compulsory standard of energy consumption quota per unit product of building coatings - policy standard - the chemical industry will strictly control the emission of air pollutants Similar information Coating marketing: multi channel marketing of coatings wins the future Mobile social networking, subverting the new marketing mode of traditional coating enterprises Coating marketing: no concept marketing The most sad thing for small and medium-sized enterprises: there is no market for products! Paint marketing: the era of all-round marketing is coming, making marketing everywhere The traditional promotion is behind the times The new marketing mode is widely accepted by the 80's and 90's generation Paint marketing: there are some good ways to prevent order loss Paint marketing should enhance customer experience and create value for customers New media advertising has been involved in the marketing promotion of legal paint enterprises, which needs to be recognized Coating marketing: marketing is by no means accidental The exclusive coating home of successful marketers is focused on coating, diatom mud, paint coating, coating process, news and coating of fire retardant coating, diatom mud, paint coating, coating process, decoration knowledge and decoration effect map of fire retardant coating,
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