The "Red and Blue Sea" strategy of art coatings

In 2016, when the paint industry was still "immersed" in a vast "Red Sea", a large number of paint companies were scrambling to "plot" art coatings in this booming "new blue sea". It can be understood that art paint is the "new blue sea" bred in the "paint Red Sea".
Strategy is based on industrial organization economics, the Blue Sea strategy needs to rely on the new economic theory, is endo-made growth theory, the paint industry is also the same. It's just that art paint isn't a brand new "blue sea", but it's opened up in the Red Sea!
2015, art paint exploded. Become a dark horse in the paint industry. As experienced a spring rain, it seems to look forward to waiting for a long time like, art paint, as if it is a night of flowering. Carrie, Libang, Bards, Three Trees, Waco, Hualong and so on have launched their own brand of art coatings, and even appeared to specialize in art coatings enterprises. Such as still the top art coatings.
2016, art paint "blowout". July 8th Guangzhou Jianbo exhibition, the author went to the scene, was full of eyes, colorful art paint bright eyes. G.SB Kisbo brings a fantastic visual feast with high-tech, and many visitors line up to experience it. For the second time, Carrie has launched its art paint brand, Blue House, at the Building Materials Show. The author was shocked by the scene, as if the building materials exhibition into an art paint exhibition hall. In the management of the leopard's view, art paint as if"san" like, suddenly to pick the time! As if they were discussing each other well, overnight, competing to bloom!
expected to "shuffle" in 2017. The survival of the fittest is always the iron law of the market. Art coatings have long been considered high-end consumer goods. Industry insiders reveal: between 100 yuan and 300 yuan per square meter, and imports may be four or five hundred yuan to a thousand yuan, some high-grade art paint per square meter or even as high as tens of thousands of yuan. It has even been suggested that the profits of art coatings as high as 100 percent, 300 percent or more, we see that art coatings exist so large profit margins, then a rush to get involved, the market has its capacity, once saturated, there will be excess products. This was followed by white-hot competition. With the increase of market share and the addition of more and more enterprises, the price of art coatings is getting lower and lower. Even tens of yuan a square meter. Of course, there are certainly people who will fight a price war, like this year's tumult of the Libon Doles price war. Healthy competition will promote the development of the market, vicious competition will destroy the law of the market. Even most people think that art paint is "windfall" to be charted. In response to this question, the author interviewed Mr. Xue Dawei, head of the expert group of the Art Coatings Branch of the China Coatings Industry Association. He pointed out that; There is no "windfall" in the art paint industry. Art paint prices will gradually become transparent, we also want to make prices more transparent, so that consumers clearly consume.
, art paint blowout?
2016 is definitely a year of art paint blowouts. Flowering every place, in the industry set off a new whirlwind of art coatings. Why is art paint so hot?
: the paint industry in the "Red Sea", the urgent need to open up a new blue sea.
: art paint itself to seek new change. Decorative mode from the traditional single and monotonous, lack of color sense of latex paint to textured, textured, natural environmental protection and highly personalized art paint coating new era. Diversity and personalization are the most prominent features.
politics: "oil back into the water" policy introduced, "environmental protection" into a new fashion. Art coatings cater to the environmental wind.
: Since the reform and opening up, people's living standards have improved, with an economic basis, and turned to the pursuit of spiritual consumption.
culture: cultural life is becoming more and more colorful, people's cultural life is more and more rich, the pursuit of cultural level of feeling. Art belongs to the category of culture. So people's enthusiasm for art paint is easy to understand.
society: society is constantly improving, people's enthusiasm for art paint triggered a new round of public psychology. Social psychology generally believes that: art paint is a new blue sea, people are also eager to this.
, the development trajectory of
art coating, originated from the era of human cave. People use tools and animal and vegetable oils to record life in caves or stone walls. Dunhuang murals, painted Terracotta Warriors and so on can be seen as a case of people's early use of artistic paint.
15th century Renaissance, people pursue personality and ideological liberation. Set off the wave of early art coatings. In particular, the emergence of a large number of Gothic architecture, European art paint shines.
the early 20th century, people gradually abandoned mixed mineral color coatings and began the germination of modern synthetic resin art coatings. Especially after World War II, it's a waste of time. People don't have that much energy to elaborate, there is a crude and beautiful style. and become a feature. It meets the needs of ordinary people as well as the needs of individuals. Then after continuous development, the formation of a new color coating genre, known as the predecessor of art coating.
In the past 20 years, the rapid development of modern coating application technology, art paint is to seize the opportunity, and then a fire, especially in the last two years, artistic, personalized, seems to have become the symbol of the times.
third, and traditional paint diatom mud wallpaper difference
traditional art is mostly monochrome latex paint, the effect is single, monotonous color, product model curing. Art coatings can show rich and colorful effects because of the different number of brushes and the choice of processing technology.
art coatings have a more natural and appropriate effect. The service life is longer than diatom mud and wallpaper, according to industry sources, a good wallpaper service life of 5-10 years difference of 1-2 years will appear the problem of the edge, and the service life of art coatings is significantly longer. Art coatings are relatively expensive. But in the long run, the turnover rate is low, the price is more favorable and more environmentally friendly. According to Mr. Xue Dawei's point of view is; Reduce the number of repeated decoration, is an environmentally friendly behavior!
compared to art coatings, diatom mud: strictly speaking, belongs to the decorative effect of inorance materials. It is a small category in a wide range of artistic coatings. More in favor of functionality, adsorption and impact resistance. However, moisture and pollution resistance are weak.
Of course, art coatings also have their own limitations, such as poor repair, less design, art paint construction is very difficult, simple relying on the terminal dealers can not ultimately achieve personalized customization effect. More design and construction services are needed. Good art paint, art paint products, construction, service.
no coating on the market is perfect. There is no one to eat in the world. Touting how good the product is, how perfect, is bound to be too high to mobilize people's psychological expectations, when the effect can not be achieved. The audience is bound to have a huge psychological gap. Reduce people's likeness and trust. Previously, for example, some manufacturers deified diatom mud. When the effect is not so good, all the advocacy, have become a "anti-phage" weapon!
, Art Paint: Red Blue Sea?
's official website has previously published an article entitled "Art Paint, Red Blue Sea?" When the dividends of the blue sea of the emerging art paint market are not shared by enterprises, the swarming competitors have been able to squeeze the market into the Red Sea. The market outlook is good, and among those who follow, chaos has been born.
sure, the prospects for artistic coatings are broad, and I believe many people hold this view, but they should not lose sight of their limitations:
1. Art coatings have their own limitations:
such as poor repair, less design and so on. Of course, no product is perfect. This depends on the improvement of technology and the progress of the market.
2. Although the prospects are broad, but the traditional channel layout restricts its further development:
the author had the honor to interview the modern master Zhang Jinhua Zhang. Zhang said from this year's exhibition:
art paint national outbreak, is a good opportunity to prove that it has been recognized by the vast number of consumers. But the terminal sales channel is a factor of restriction, the quality of practitioners is low. The outlook is good, but there is also a concern.
(1) industry to a height, more people enter the door, easy to screw up. The key point in the terminal dealers, the quality of practitioners determine the development of the industry. There are very few business operations, not enough height. And the quality of individual dealers is relatively lacking.
(2) hope that the future can rely on the association body to restrain. Many customers are stopped by half a barrel of water without being exposed to real art paint. The key is the practitioners. If you run as a business, not just to support your family. I believe that the future of art coatings can go further.
3. Construction process is difficult: the construction
art coating is difficult, I believe is the consensus of the industry. Good art paint, good art paint products, construction technology, service. Relying solely on the terminal dealers and lack of professional construction team can not complete the art paint personalization and customization.
4. Art coatings market segmentation:
art coatings in favor of high-end consumer groups, art coatings in some KTV or star hotels, such as the use of a wide range of ordinary users relatively few, to a certain extent, resulting in its market share is not high enough. How do I broaden my user range? Flying high-end products into ordinary people's homes is a problem worth studying.
5, service standardization, construction standardization, program personalization needs to be further improved.
product standardization generalization needs to be further promoted, the national standard of art coatings is also difficult to define. Even the production standards of the major enterprises are not necessarily uniform. Service standardization, construction standardization and program personalization still need to be further improved.
6. Fake foreign brand popular:
in the paint industry still exists a psychological factor, some domestic brand wearing a fake foreign brand coat, as if a layer of gold, in the market, gimmicks. Deceive consumers.
, art paint "red and blue sea" strategy:
art paint is in a "red sea" in the "blue sea." Many companies are scrambling to enter the market. Launch of the "Red and Blue Sea" strategy. Opportunities and challenges coexist, difficulties and profits coexist. As for the way forward? Is it the same way to return is their own wonderful? Is it prosperity together or is it a long time? Is it a win-win future or an exit? But anyway? Integrity is the basic guarantee. Innovation is the eternal theme. Art paint, there's a long way to go!
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