Marketing: market characteristics and development strategy of automotive coatings in China

Core tip: China paint new network news: with the joint venture of car industry and the introduction of products, the world-famous auto paint manufacturers (such as PPG, DuPont, BASF, Kansai, Nippon, etc.) are encouraged to invest in China Set up a joint venture or sole proprietorship automobile coating company to become the main supplier of automobile coating And with the introduction of cars, almost from which country the introduction of car products, matching the use of which country's car paint system That is to say, the market of high-end automobile coatings is almost occupied by foreign brands The main supplier of the original automobile coating -- state-owned coating enterprise (company) 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: China paint new network news: with the joint venture of car industry and the introduction of products, the world-famous auto paint manufacturers (such as PPG, DuPont, BASF, Kansai, Nippon, etc.) are encouraged to invest in China Set up a joint venture or sole proprietorship automobile coating company to become the main supplier of automobile coating And with the introduction of cars, almost from which country the introduction of car products, matching the use of which country's car paint system That is to say, the market of high-end automobile coatings is almost occupied by foreign brands State owned paint enterprises (companies), the main suppliers of the original automotive coatings, trade the market for technology and capital After joint venture, some of them have withdrawn from the automotive coatings market, or even been eliminated; Some of them have retained the original market, but due to the inflexible mechanism, weak technology development ability, poor pre-sales and after-sales service, heavy historical burden, and the loss of technical backbone, the market is shrinking, and now they only occupy a small share in the market of coatings for commercial vehicles (trucks and buses), agricultural vehicles and motorcycles With the transformation of state-owned enterprises and scientific research institutions, private (including Hong Kong funded and Taiwan funded) Auto Coating Companies (factories) with flexible mechanisms have emerged, occupying a certain proportion of the auto coating market, and some self owned brand products have high awareness in the market Such as Zhongshan Bridge, reform paint (Shenzhen), Shanghai jinlitai, Changzhou Fulham, Dongguan Youli and other companies' automotive paint products With the rapid development of car industry and the increase of car ownership, automotive repair coating and coating industry has formed in China In the early 1990s, almost all the car repair coatings were imported Now, the annual sales volume of car repair coatings is about 40000 tons, and the independent famous brand accounts for 70% Foreign car repair coatings are also forced to start localization to reduce costs Based on the high-quality coating performance and the coating construction performance suitable for a large number of flow production, the automotive coating has become a special coating in the industrial coating industry for its high technical content, variety, consumption and output value, which represents the technical level of the coating industry in a country In the developed countries of automobile industry, automobile coatings account for 15% - 20% of the total production of coatings For example, the total output of coatings in Japan in 2004 was 1.848 million tons, of which 19.7% were automotive coatings (15.99% for new car coatings and 3.71% for repair coatings) In 2005, the output of China's automobiles was 5.7 million, and the number of automobiles was 30-32 million The sales volume of automobile coatings was about 240000 tons, accounting for about 6.5% of the total output of coatings In addition to the cathodic electrophoretic coating, the organic solvent based coating with high VOC content is still the main part of the middle coat and top coat (base coat + finishing coat) in China In the past two years alone, five new body painting lines (Shanghai GM, Tianjin FAW Toyota, Wuhan Honda, Guangzhou Toyota and Honda) of the joint venture car company have been put into production and used water-based primer Powder coating is also only used for automobile parts coating The supply mode is from paint production under the planned economy in the past to the chemical station, even if the way to complete the task is transferred to the way according to the law of market economy, through bidding, directly supplied by the paint factory, and strengthened the way of after-sales service In recent years, it has developed to the system supply mode, from the settlement based on the coating consumption to the settlement based on the qualified coating finished products The production management of automobile coating is developing towards the direction of specialized subcontract management, that is, the production of coating workshop in automobile factory is jointly managed by automobile factory, coating factory, coating equipment factory or special management company For example, joint ventures such as Hunan guanxi, Tianjin PPG and Shanghai BASF have signed contracts with relevant automobile factories for several coating lines (workshops) according to the above-mentioned mode to manage the production of coating lines and settle accounts according to qualified coating products This kind of supply mode and specialized subcontract management mode can help paint companies or suppliers directly get first-hand application information feedback and improve products In addition, according to the settlement method of qualified coating finished products, the coating manufacturers are more concerned about the targeted optimization of coating performance, focusing on the coating efficiency (effective utilization rate of coating) and the one-time pass rate of coating Unlike in the past, the coating manufacturers do not care about the coating cost, but hope that the higher the coating material consumption, the better (the thicker the coating, the higher the repair rate, the better) 1 Unify understanding, change concept, open the way for independent innovation, feel coating industry from articles in professional journals, pay attention to coating, ignore coating; repeatedly introduce, digest, absorb, and innovate; understand the importance and complexity of automotive coating and coating in general, lack of systematic understanding, etc Before we talk about the strategy of making our own brand bigger and stronger, we need to unify the following understanding and set up new ideas 2 In the combination of coating and coating, the way of integration of coating and coating should be taken For a long time, the domestic coating industry has neglected the coating technology, coating research institute and coating factory without setting up coating application (coating) laboratory Under the planned economy, coating is considered to be the business of users, and sales and after-sales service personnel also lack coating expertise Since the market economy, after-sales service has been strengthened, but compared with joint ventures, it is still a weak link An old expert who has been engaged in the research and development of automotive coatings for more than 40 years said with deep experience: "in recent years, the country has opened up a lot, and more contacts have been made with the coatings and coatings of developed countries, deeply feeling that Chinese people still have serious deficiencies in the combination of coatings and coatings Our coating in the construction performance, than the inherent performance of the coating and developed countries gap is greater Coating workers should know more about coating, improve coating technology and improve coating performance Coating is the finished product of coating company, but not the end product Automobile coating is the raw material of automobile manufacturer Only when coating becomes coating (coating) on automobile, can it become the end product Due to improper construction, high-quality and qualified coatings can not get satisfactory and qualified coating In recent years, the developed system supply mode, specialized management mode and the settlement mode according to the qualified finished coating products make the coating and coating realize the integration The products of the coating company are no longer coating, but coating The scientific and technological personnel (units) engaged in coating research and development should not only be proficient in coating manufacturing technology, but also be familiar with coating technology From the beginning of coating formulation design, the user's requirements (technical requirements of coating, coating conditions, cost performance, etc.) should be considered Through the test, we can recommend the coating process, guide the users to use the coating well, achieve pre-sales service (Advanced Development) and after-sales service, master the first-hand information of the coating site, continuously improve the coating performance, and integrate the scientific and technological progress of similar products at home and abroad with the market-oriented, and continuously launch upgrading products It is gratifying that in the key technical development projects of the 11th five year plan development goal of the coating industry, 6 items are all related to the development and research of coating technology This laid a good foundation for establishing the concept of "coating and coating integration" 3 In the past 20 years, China's auto industry and auto paint industry have set off a new climax of introduction and cooperation Introduction projects are everywhere, joint venture automobile companies and joint venture wholly-owned paint companies are blooming everywhere, world-famous automobile companies and automobile paint companies have entered the Chinese market In the period of lack of capital and technology, the strategy of market for technology and capital is right, which is in line with the road of reform and opening up Under the background of economic globalization and regional integration, it is difficult to separate the national from the world However, relying on the introduction, no innovation or no own brand all the time is to be controlled and bullied by others; how to realize independent innovation on the basis of introduction, digestion and absorption, so that the imported technology becomes the booster of independent innovation, and becomes the common topic of the coating industry Based on the introduction, digestion and absorption of technology, the household electrical appliances industry has grown up It not only has its own brand, occupies the domestic market, but also has the experience of development across foreign countries, which is worth learning for all industries China's automobile industry has also embarked on the road of introduction, absorption and re innovation For example, Xiali, a 20-year-old state-owned enterprise of Tianjin FAW, carries a heavy historical burden After the localization of Xiali in the 1990s, Xiali started its independent research and development on this basis and became the market leader of economic sedan for many years The healthy and rapid development of enterprises is the result of persisting in independent innovation, overcoming the difficulties of core technology, forming independent system R & D capability, and continuously launching upgraded products guided by the market The idea of DFM's independent innovation is to look inside and outside the group, at home and abroad, to find all available resources, absorb and integrate all advanced technological achievements for our use, and on this basis, carry out integrated innovation, absorption, digestion, re innovation and original innovation Let the joint venture play an important role in the new round of independent innovation Some domestic automobile companies spend money to design and develop cars with "independent intellectual property rights" together with well-known foreign design companies There are different views on this way of cooperation, which is called "property right without knowledge", and can not really represent the R & D capability of enterprises China's automobile coating enterprises (especially state-owned enterprises) are very similar to Tianjin FAW Xiali, and should also take the road of introduction, digestion, absorption and re innovation Form independent system R & D capability, and market-oriented, continuously launch upgrading products On the basis of independent innovation, we will take the imported technology as the booster, the products, technology and management mode of the joint venture as the goal of catching up, and integrate all the advanced technological achievements for our use From the perspective of production and marketing mode, it is difficult to build paint brands E-commerce experts say that the market potential of home building materials online marketing is the same kind of information Safety is more important than day, and responsibility is more important than mountain! Bards group Zhongshan plant area consumption, communication, sharing and win-win -- Sofia home visiting Dongguan Dabao chemical industry, coating marketing: who has U-shaped consumption achieved in the coating industry? • these companies are all "potential", which company or "location"? Qingdao Ali master paint Co., Ltd., Shandong Province