Marketing: paint enterprises are cruel today, cruel tomorrow, beautiful day after day

Core tip: the downturn in the market and the continuous rise in the price of raw materials make the paint market space shrink to a certain extent The crisis in the paint market leads to a more and more obvious trend of brand shuffling in the paint industry With the gradual deterioration of the paint market, small and medium-sized enterprises, which are unable to compete with large group companies in terms of economic strength and brand advantages, are the first to be eliminated by the market In the face of such a difficult situation, coating enterprises in the "cold winter" seem to see no light, only struggling to survive But with the proposal of a new round of infrastructure construction, it seems that the coating industry 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: the market downturn and the continuous rise of raw material prices make the paint market space shrink to some extent The crisis in the paint market has led to a more and more obvious trend of brand shuffling in the paint industry With the gradual deterioration of the paint market, small and medium-sized enterprises, which are unable to compete with large group companies in terms of economic strength and brand advantages, are the first to be eliminated by the market In the face of such a difficult situation, coating enterprises in the "cold winter" seem to see no light, only struggling to survive However, with the new round of infrastructure proposed, it seems that the paint industry has brought hope for development Large scale urban infrastructure construction can undoubtedly directly drive the demand for coatings, which are mainly focused on architectural coatings Therefore, it seems that there is no obvious effect on the development of industrial coatings Of course, urbanization will also drive supporting projects such as road facilities and bridge facilities Therefore, in general, the paint market "spring" seems not far away There is no doubt that 2012 is a year full of hardships and challenges for the coating industry The regulation and control of the real estate market has made the space of the coating market shrink to some extent, and the global economic crisis has not been spared in China To some extent, it has also been greatly affected A series of chain reactions have intensified the crisis of the coating market in China, and the living environment that could have been tolerated has deteriorated, Make coating enterprises into crisis The new trend of brand shuffling in coating industry will be more and more obvious The paint market will gradually deteriorate, and the economic losses suffered by large enterprises may be able to bear, after all, "the thin camel is bigger than the horse." Weak and small enterprises will be eliminated by the market due to the imperfection of enterprise management mechanism, the weakness of liquidity chain, the lack of core technology and weak brand of products However, between large enterprises and large enterprises, facing the limited market share, the coating industry will be brought into the "Warring States era" In 2013, the paint market can't be too optimistic Price war is not only used cautiously in other industries, but also not desirable in the paint industry It's unwise for enterprises to attract consumers by reducing product prices It's a waste of effort to sacrifice interests to expand the market, which is undoubtedly "drinking poison to quench thirst" At this time, the paint enterprises should improve the working efficiency of each department, maximize the unity of the enterprise, adjust the human resource structure, cultivate the multi-faceted development of the skills of the grass-roots employees, cut off the unqualified and low-quality staff, strengthen the communication between the manufacturers and dealers, so as to obtain the recognition of the dealers In the cold winter, when the coating enterprises are seeking development, remember that only persistence is the victory On the other hand, with the improvement of people's living standards, green consumption has become the mainstream concept of consumption, "green" and "environmental protection" have become the first choice standard for consumers to purchase coatings, and coating enterprises should start from this point, rather than using exaggerated publicity to attract consumers According to the report of international organizations, the total sales volume of global paint consumption in 2012 reached US $120 billion, with a production of 39.82 million tons The Asia Pacific region remains the world's largest paint consumer market, with 42% of production in 2012 China accounts for more than half of Asia's consumption, but the rapid expansion slows down With the rising cost and price of paint, China's paint industry begins to face adversity At present, the domestic coating industry is seriously polarized On the one hand, because of its great influence, high customer loyalty, strong profitability, and abundant resource accumulation, the big brand has no time to launch a strong expansion strategy of "opening large stores, opening multiple stores" On the other hand, small and medium-sized paint brands can only take advantage of their small scale and low cost characteristics, play a big price war, and take advantage of the strategy of small profits and high sales, occupying a lot of shares in the paint market However, these coatings often face quality problems and have a short life There is also a part of coating enterprises that are wandering between big brands and miscellaneous brands, which are now hard to have a foothold They have no influence of big brands, and the reasons for scale and cost and the requirements for quality make it impossible for them to play a low price war Under the current situation of the international coating industry, the profitability of both big brands and miscellaneous brands is generally weaker With the increasing market competition and the pressure of raw material price rising, the market environment of coating industry is becoming more and more severe Paint production cost mainly includes factory rent, workers' wages and raw materials Most of the cost pressure of dealers comes from market rent, salesmen's wages and operating expenses As long as there is a link cost increase, it will cause the increase of channel cost And the current market situation is that the cost is calculated in the way of superposition value, so the price of coating will continue to rise But the way to digest costs by increasing prices is obviously not accepted by consumers, so the market will shrink more and more, and the profits will be weaker and weaker correspondingly The rapid development of the real estate industry is one of the key factors for the growth of the coatings market, and the new environmental protection coatings for new urban buildings will become a new trend With the decrease of profit and market share, the single product structure can not meet the market demand Under the new situation, coating enterprises need to adjust the product structure, implement multi category operation and increase the profit point Although the state has issued a series of purchase and loan restrictions policies, the construction of a large number of indemnificatory housing will bring new growth points for the coating industry In 2012, the total number of indemnificatory housing completed in China was 4 million sets, which will increase year by year in a few years There is no doubt that in addition to traditional real estate enterprises, the large number of indemnificatory housing construction will drive the growth of rigid demand in the whole coating market In addition, the accelerated urbanization policy proposed by the 18th National Congress of the CPC provides a new development opportunity for the coating industry The acceleration of urbanization construction will inevitably lead to the increase of the use of coating The next few years will be an opportunity for the development of the domestic paint market Whether the paint enterprises can seize this opportunity depends on the development goal of the enterprise What paint dealers should you be busy with at the end of the year? Learn from: uncover the gene information of long-term best-selling products; learn from the model of paint enterprises -- Sam's club model; maximize the after-sales service of paint, consumers or "buy" with deep feelings; how small and medium-sized paint enterprises use the Spring Festival holiday to consume; o2o or another pit of paint e-commerce Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,