Marketing: developing towards technological innovation and differentiation

Core tip: Recently, Miao fufu, President of Shanghai Nuclear Engineering Research and Design Institute, told us the reason why Shanghai Nuclear Research Institute did not choose to cooperate with some national coatings brands in China when he received the delegation of Xin Liwen, general manager of COSCO Guanxi coatings He said that due to the high technical requirements of the materials involved in the nuclear power plant and the high added value of safety, most of the domestic coating enterprises are lack of awareness in product quality and product design, so they chose to cooperate with COSCO Guanxi coating This shows the embarrassing situation of the National Coatings brands in the high-end market Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Paint Home News: Recently, Miao fufu, President of Shanghai Nuclear Engineering Research and Design Institute, told us the reason why Shanghai Nuclear Research Institute did not choose to cooperate with some national paint brands in China when he received the delegation of Xin Liwen, general manager of COSCO Guanxi paint He said that due to the high technical requirements of the materials involved in the nuclear power plant and the high added value of safety, most of the domestic coating enterprises are lack of awareness in product quality and product design, so they chose to cooperate with COSCO Guanxi coating This shows the embarrassing situation of the National Coatings brands in the high-end market At present, the high-end market of China's industrial paint and home decoration paint has been dominated by foreign brands for a long time; the vast majority of national paint enterprises are still pricing in the middle and low-end market with serious product homogeneity After the "golden decade" development of the coating industry, most of the coating enterprises have been used to enjoy the low price advantage brought by the demographic dividend, while the ability to create development dividend through technological innovation is weak or even not In a group of statistical data released by the coating industry recently, from January to may 2014, the cumulative export volume of coatings in China was 75287.5 tons, and the average export unit price of products was 3595.95 US dollars / ton; in contrast, the cumulative import volume was 70128.8 tons, about 5000 tons less than the export, but the average import unit price of products was 5 695.24 US dollars / ton, 2100 US dollars / ton higher than the export unit price, which does not take into account the price fluctuation caused by the favorable export caused by the devaluation of China's currency in the first half of the year In the domestic paint market, "price war" can be seen everywhere in the brand competition; it is the usual thinking of many paint enterprises to spread the market through low price It can be said that no matter in the domestic paint market or in the export market, many national paint enterprises still rely on the cost advantage brought by the demographic dividend to a large extent Can the current and future consumer market still be prized by simple low price? With the improvement of consumer consumption level, under the influence of market supply exceeding demand and the survival of the fittest among brands, the influence of brand effect will be more and more in the future consumption, and small brands with low price as the selling point will hardly find a living space in the market On the other hand, with the saturation of the market and the aggravation of competition, the coating market, especially the middle and low-end coating market, has shown a trend of "little profit" Therefore, in the traditional low-end coating market, the competition among enterprises will also transition from price competition to brand competition In this competitive environment, small and medium-sized brands that lack of technical support and brand effect are difficult to compete with strong brands in the market In the first half of this year, a foreign brand in some regional markets through the low price strategy, has brought a big impact to the national brand, resulting in the regional market dealers have turned to agent or sell the foreign brand products According to the current development mode, the enterprise still takes the advantage of price, and can never be in the active position of development without actually improving product quality and increasing product added value through technological innovation In contrast, with the development of China's economy, the demand potential of coatings released from railway, ocean, aviation and other fields is increasing New urbanization, secondary decoration and so on put forward higher requirements for product performance, especially for environmental protection performance All of these require enterprises to update and iterate their products, even stagger the competition, and transform to differentiation and specialization For example, Kunshan Cherry Blossom paint and Wuyang paint are undergoing similar adjustment and transformation But that is not enough With the development of China's paint market, more and more foreign brands will enter China's local market China's paint enterprises must get rid of the traditional development thinking, desalinate the price advantage brought by the demographic dividend, and find their own position from technological innovation and product differentiation 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,