Marketing: why is the promotion of Waterborne Wood Coatings "marketable or not"?

Core tip: the application of Waterborne Wood Coatings in Chinese market has been more than 10 years Since German Dufang launched waterborne wood coatings in Chinese market in 1995, the research and promotion of Waterborne Wood Coatings by domestic and foreign coating enterprises have not stopped Various media reports on waterborne wood coatings are also a series of tired, giving people a hot feeling Although the government, industry associations, colleges and universities, and scientific research institutions are constantly promoting waterborne wood coatings, their application in China's furniture market is not satisfactory, showing "a lot of thunder, little rain, and industry 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 Home of coatings: the application of Waterborne Wood Coatings in the Chinese market has been more than 10 years Since German Dufang launched waterborne wood coatings in the Chinese market in 1995, the research and promotion of Waterborne Wood Coatings by domestic and foreign coating enterprises have not stopped Various media reports on waterborne wood coatings are also a series of tired, giving people a hot feeling Although the government, industry associations, colleges and universities, and scientific research institutions are constantly promoting waterborne wood coatings, their application in China's furniture market is not satisfactory, showing an awkward pattern of "loud thunder, little rain, lively industry and cold outside industry" The author has been engaged in coating industry for many years, and has done a lot of work in the promotion and application of Waterborne Wood Coatings in the furniture industry, knowing the difficulty of its promotion and application But what are the difficulties and bottlenecks, and what are the needs of furniture enterprises? In which aspect should paint manufacturers seek breakthrough? Here, only personal views are discussed for reference in the industry Development direction: there is no doubt that "waterborne wood coatings are the development direction of wood coatings market in the future", which has reached consensus on the industrial chain of raw materials, coatings and furniture enterprises, no doubt Up to the government, associations, enterprises, colleges and universities, enterprise leaders and employees, all aspects are promoting, guiding and promoting the application of waterborne wood coatings to form the concept and concept of environmental protection First, the guidance of government policies The concept of environmental protection has become a world trend, and the government has successively issued a series of furniture industry standards, advocating green furniture; second, the popularization and demand of the concept of environmental protection, the new generation of the post-80s and post-90s has gradually become the main consumer in the furniture market, they have a strong demand for environmental protection; third, the needs of enterprise transformation and upgrading For example, Shunde furniture is taking the road of environmental protection transformation and upgrading In the future, if we want to break through the water-based furniture, we must take the road of low-carbon and environmental protection In addition to the above characteristics, the demand of enterprise safety production, the improvement of employees' safety awareness, the improvement of labor cost, the emphasis of raw material enterprises on the research and development of waterborne wood coatings, and the focus of paint enterprises on the development of Waterborne Wood Coatings all contribute to the irreversible development trend of waterborne wood coatings Promotion and application: why the effect is not good since all walks of life praise water-based wood coatings, why furniture enterprises are still in the tangle of eager to use and dare not to use? To find the crux of the problem, we need to put away the appearance of water-based wood coatings that "the flowers are getting more and more attractive" First of all, coating enterprises do not devote 100% of their investment: in terms of capital, manpower and material resources, large and medium-sized coating enterprises take their own interests into consideration and dare not open their hands and feet to devote themselves to the research and development and production of waterborne wood coatings Often, enterprises set up a department to do some work of waterborne wood coatings, observe the development of the industry, and store the development technology of the industry 。 Because of the single products, micro enterprises dare to fight against each other and specialize in waterborne wood coatings However, due to the lack of capital, talents and other congenital factors, it is very difficult for them to go Secondly, the paint industry to explore more technology, really help solve the problem of furniture enterprises less Many seminars, technical forums and other meetings have been held in the industry Every year, the painters are discussing and discussing by themselves, which will inevitably lead to the situation of "bustling in the industry and cold outside the industry" mentioned above Third, the production of products sacrifice other technical performance indicators to pursue complete environmental performance indicators At present, there is such a misunderstanding in most coating enterprises Coating enterprises think that as long as their products meet the environmental protection performance, the hardness and glossiness of the products can be properly lowered to reduce the requirements And this is just the wishful thinking of paint enterprises Furniture enterprises don't think so Consumers are more unlikely to bear such poor quality furniture products as falling apart and falling paint film when they touch them Finally, paint products can't meet the needs of furniture enterprises So, what are the actual needs of furniture enterprises? In recent years, in the investigation of visiting some furniture enterprises, the author found that there are three requirements for furniture enterprises One is that the cost of water-based Wood Coatings cannot be greatly increased compared with solvent based wood coatings, and the cost of water-based Wood Coatings cannot exceed 10% compared with solvent based wood coatings; the other is that the performance indexes such as hardness and glossiness cannot be reduced; the third is that the process requirements cannot be large The change must conform to the current production status and process habits of the enterprise 1 2 Three Musketeers for personalized marketing of paint industry on the next page! The floor paint enterprises should establish the quality cost three complete control system similar information The paint enterprises embrace the correct way of the Internet The rise of one-stop consumption urges the paint enterprises to change their business model The public welfare marketing paint enterprises hold The paint marketing is not shouting but thirst quenching! Paint marketing: the three minefields of paint brand promotion; paint brand marketing problems: many enterprises have to "take multiple measures"; paint marketing: "Meitu" kills all appearance members; paint brand: don't worry about two sharp tools to help in the off-season; wechat marketing principles in the paint industry; analysis: paint distribution is the future rough road; paint home focuses on paint, diatom mud, Paint and coating, coating technology, fire retardant coating news and coating, diatom mud, paint and coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,