Marketing: to break the excess coating enterprises need to work hard

Core tip: "since there is no threshold to enter the paint and coating industry in the 1980s and 1990s, and the civil paint and coating are in the peak period of demand, the production of common paint and coating technology content is not high, leading to the rapid rise of paint and coating enterprises According to statistics, there are 8000 paint and coating manufacturing enterprises, but only over 1000 of them are large-scale enterprises The common characteristics of 70% of paint and coating manufacturing enterprises are low entry threshold, low technology content of products and low added value of coating products How to get rid of the shackles of low-end products and practice science and technology 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 Paint Home News: "since there is no threshold to enter the paint and coating industry in the 1980s and 1990s, and civil paint and coating are in the peak period of demand, the production of ordinary paint and coating technology content is not high, which leads to the rapid rise of paint and coating enterprises According to statistics, there are 8000 paint and coating manufacturing enterprises, but only over 1000 of them are large-scale enterprises The common characteristics of 70% of paint and coating manufacturing enterprises are low entry threshold, low technology content of products and low added value of coating products How to get rid of the shackles of low-end products, improve the research and development of science and technology, establish a brand, low-carbon production three internal skills, has become an important issue in front of paint and coating enterprises " Dai Maozhen, chairman of Shandong Liandi paint Co., Ltd., said in an interview According to the introduction, China's paint production in 2012 is 12.73 million tons, and the paint products tend to be homogeneous Taking Shandong paint and coating pattern as an example, there are more than 20 paint enterprises with a scale of more than 300 million yuan, while Shandong paint enterprises mainly produce low-end civil alkyd ready mixed paint As the consumption group of coatings in each region is fixed, and several coating enterprises produce coatings of the same grade, the results can be imagined It's not only Shandong paint and coating enterprises that occupy the market at a low price There are no less than 100 paint enterprises in Beichen District of Tianjin with Tianjin lighthouse paint factory as the center, 200 in Boye District of Baoding, 200 in Shangjie District of Zhengzhou, Henan, and no less than 50 low-end paint and coating manufacturers rising in Wuhan, Hubei The price of low-grade paint produced in some places is only more than 60 yuan for a barrel with a gross weight of 15 kg In order to win the only customers, low price competition has become the sales strategy used by paint and coating enterprises It is not only the vicious price competition between coating enterprises, but also the competition between manufacturers and distributors of coating brands Rushan Dongyi paint brand tends to be saturated in the Dezhou market of Shandong Province, but in order to increase the sales volume, they make a low price collusion with Cangzhou area of Hebei Province, Wuqiao, Dongguang, Botou and Yanshan area, even to the point of earning only 3% margin at the end of the year "After 2008, the problem of excess paint has become more and more obvious The replacement of aluminum alloy doors and windows and paint free panels has resulted in the surplus of civil paint paint up to 40% In 2012, many paint and coating enterprises with a scale of more than 300 million yuan have experienced negative growth, and some small-scale paint enterprises have failed " "The overcapacity of coatings has prompted large-scale coating enterprises to implement the joint strategy of school and enterprise, and it is undoubtedly a shortcut for enterprises to develop low-cost alternative raw materials," Dai said The reporter learned that at present, the development of Shandong coating enterprises has presented a new atmosphere Shandong coating enterprises have realized that it is the great event for them to deal with overcapacity calmly to train all kinds of internal skills First of all, enterprises should improve their technical skills Without good technology, product development and upgrading cannot be guaranteed Without good products, they cannot be based on the cruel paint market The price of coating products of foreign coating enterprises is generally twice or even higher than that of domestic coating products, but they can still maintain high profits and high market share every year The reason is that the core technology content of their coating products is high, whether it is environmental protection On the one hand, or on the other hand, weather resistance makes it impossible for domestic enterprises to imitate, just as the classic advertising word "has been imitated and never surpassed" "Through technical connection with Shandong Coating Research Institute, coating enterprises have successfully developed industrial waterborne anticorrosive coatings, which has benefited a lot The original alkyd blend paint is 6000 yuan per ton Now, with the improvement of technology content of the product, the price of the paint has exceeded 20000 yuan, which is the benefit brought by technology " Many enterprises have begun to enter the large-scale marine equipment coating market At present, domestic large-scale oil and gas equipment adopt foreign anticorrosive coatings, which is undoubtedly a heart disease of domestic paint and coating enterprises The country has determined the marine strategy, and the main direction of the coating enterprises should be positioned in the national marine economic strategy, develop the marine anticorrosive coating industry, and let the domestic large-scale oil and gas equipment use the domestic coating At that time, the marine anticorrosive coating will bring more than several hundred billion yuan of production value to the coating enterprises The second is to continue to build paint brand At present, paint enterprises should not only control the quality, but also be good at brand promotion At present, many coating companies have invited stars or experts to do product endorsement, using the media to create their own unique product image Paint companies are also operating outside Shandong Province Shandong Pentium paint Co., Ltd has chosen to put its marketing and operation centers in Hangzhou, Shanghai, Beijing, Dalian and other international metropolises Their series of water-based coating products, such as polyester paint emulsion paint, are positioned in the consumer groups of international metropolises In terms of brand building, they have the advantages of time, place and people Finally, low-carbon production, strict control of production links, environmental protection, control of "three wastes" emissions, and shaping a green and beautiful new image of chemical enterprises are necessary Key words: air pollution caused by the diffusion of "paint fog" in Bozhou mansion door industry, paint industry, May 27, stock check of paint industry news: there are many fake information of the same kind, paint enterprises are fast changing careers? On the paint industry is a promising industry How can large enterprises enter the core of art paint market? • tear and paste backward, please master the coating enterprise! How can the raw material of water-based environmental protection coating "skyrocketing" coating enterprises "save themselves? The blue ocean battle of coating e-commerce or" tear it up again "? Sex and the city, star derailment, coating people.. • will the enterprise die if the use of solvent based coating is prohibited in an all-round way? Shijiazhuang launched the most powerful action plan for cutting pollution on November 1 - "death tax rate" may be the last straw to overwhelm the coating enterprise It is the key to determine the level of wealth The owner of the coating enterprise is determined to focus on coating, diatom mud, paint and coating, coating technology, fire retardant coating news and coating, diatom mud, paint and coating technology, Decoration knowledge and effect drawing of fireproof coating,