Paint enterprises' own diseases cause China's paint industry at this stage of many ills.

China Coatings Network
News: In just ten years, China's
coating enterprises
flowering every time, as many as tens of thousands, the market
scents brand
is to reach tens of thousands, forming a hundred flowers in full competition situation. This scale is rare not only in the same industry abroad, but also unique in other industries at home. At the same time of rapid development, because
coatings
enterprises are mostly sales-led marketing methods, but also to China's paint industry has brought some ills.
may have been affected by the phrase "people more powerful", China's paint companies generally have a problem - brand super-serious. Often is a brand has not yet started, on the use of the momentum to regenerate a few think that more children on the profit. Under the guidance of this concept, paint enterprises indiscriminately, want to give birth to a few to give birth to a few, and so on the birth of a child to find that is not the case.
Because of the lack of good brand planning in advance, coupled with the lack of enterprise management brand, the ability to guide correctly, directly resulting in weak brand influence, product model and performance approximation, business model and advertising activities, forming a "one child to grab milk to eat a child can not eat enough" situation. This does not consider the carrying capacity of the brand, but only based on production, channels of resource optimization practices, in the development of enterprises at the same time, but also directly caused a serious lack of brand core values, leaving hidden dangers for brand development.
brand positioning should be targeted, the use of specific brand image, in order to attract specific target groups. For example, Libang, its positioning in China's paint industry is
latex paint
so as long as the mention of latex paint, consumers will immediately think of Libang. And many of China's paint enterprises in the brand positioning, reluctant to sacrifice, always spread the net, think that the target market set the larger, the greater the grasp of success.
in practice, because it is not clear the target market, customers think of the lack of market comparison and analysis, directly led to the paint brand difficult to form and play its due competitiveness. And from the brand awareness, reputation, the current national paint brand can not and foreign paint brands stand in the same ranks.
the current domestic market paint
paint brand
as many as 10,000 kinds, as a "outsider" consumers in the selection and use of often appear very blind. Among them, the rich cultural atmosphere created by Hong Kong Bauhinia paint can be said to be a model of cultural marketing in the paint industry. It guides consumers through the form of "paint art workshops", so that its product display is not just a simple store, nor a product showroom but a brand-new sales service model. Among them, "paint" is the product, "art" is the service, "fang" is a new exper experience market concept guided by Bauhinia paint. The emergence of "paint art workshop", the first time for the paint brand into the "culture" connotation, will further highlight the industry's differentiated competition, so that consumers no longer blindly let the "outsider" of the traditional consumption into "outsider."
Many of China's paint enterprises, on the face of it seems to be very innovative, and constantly create concepts and hot spots, what to drink paint show, with paint fried vegetables, with paint fish and other tricks, not happy, it is a stupid move. These so-called concepts are nothing more than guiding consumers to explain their paint environmental protection. But after all, paint is decoration supplies, not let consumers as daily necessities to use, this and drink, stir-fry, raise three concepts between the lack of organic links, so it does not convey the core value of the brand, not good but will make a fool of themselves.
Even if you step back ten thousand steps, such a concept hype may create a better sales performance and even sales miracle in the short term, but for the construction of the brand there is no harm and no profit, these are the lessons of the car before. Remember that year's three oral liquid, Chinese slugs, Kongfu home wine and other brands, they rely on an advertisement to blow red China, a real fire, but in the end all are overshadowed. Now with the maturity of the market, consumers in the purchase of products are more and more rational, so only rely on advertising bombardment, just rely on one or two inexplicable magic tricks, want to fool consumers, even if your ads drink the loudest, play the most times, consumers still do not buy your account.
imitation is a human instinct, the reason why human imitation has developed to this day. All innovation is also based on imitation. But imitation can only be said to be a way of learning, imitating others and ignoring the enterprise's own connotation, it is difficult for enterprises to become stronger and bigger. In fact, many paint enterprises at the beginning of development, it is possible to put aside imitation of this strange circle, but the short-term benefits blinded some paint enterprises eyes, they feel that since imitation can achieve benefits, why do more to break out of the way, in this case, many paint enterprises from brand naming, to research and development technology, to product performance and sales models are beginning to imitate others. It seems that only in this way, so that enterprises will not be eliminated by the market in a short period of time.
these five ills, has been directly into the body of paint enterprises, restricting the development of China's paint enterprises. The root cause of the disease is not an external factor, but is caused by the paint enterprises themselves. Therefore, the solution bell also has to ring people, paint industry these five ills, only paint enterprises themselves can be well treated, only to cure their own diseases, paint enterprises in the future development of their own place in the paint industry.
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