In the era of "standing on the tuyere, pigs can fly", many coating enterprises rely on opportunities to gain rich capital accumulation. After the "golden decade" development of coating industry, the time when coating once flourished is gone forever. Paint enterprises and the "golden age" wave goodbye.
In the past 10 years, although the total output of coatings in China has increased from 2.98 million tons in 2004 to 1.335 million tons in 2013, the growth rate has decreased from 23.45% to 3.58%. The total output value of coatings industry has increased from 23991.1 million yuan in 2004 to 341677.6 million yuan in 2013, but the growth rate has dropped from 26.13% to 9.15%. According to expert analysis, it is difficult for the growth rate of the coating industry to return to the double-digit era in 2014, and the difficulties and contradictions of the coating industry will continue to exist in 2014, and the downward pressure will still increase. At the same time, on the contrary, although many coating enterprises increase their output every year, their profits continue to decline. In 2013, China's coating industry realized a profit of 24.411 billion yuan, while the profit margin was only 7%. Professionals pointed out that the recognized profit safety line in the industry should be more than 10%, and the current corporate profit margin is mostly between 5% and 9%, which has reached a dangerous warning line.
The reasons are as follows: firstly, the macroeconomic adjustment leads to the depression of automobile, ship and other industrial manufacturing industries, which affects the paint market; secondly, the downturn of the real estate market depresses the consumption demand of paint; thirdly, the traditional paint market is cold faced with the continuous improvement of environmental protection standards; thirdly, the increasingly fierce competition in the paint market leads to the continuous reduction of profits; and finally, it is The labor cost of enterprises is constantly increasing. All of these factors together cause the slowdown of the growth rate of the paint market and the decline of the enterprise profits.
In the face of various pressures and adverse factors, many coating enterprises have not reflected on the price war regardless of cost. It can be said that many ethnic enterprises still rely on the cost advantage brought by the demographic dividend to a large extent. Can the current and future consumer market still be prized by simple low price? With the improvement of consumer consumption level, under the influence of market supply over demand and the survival of the fittest among brands, the impact of brand effect will be more and more in the future consumption, and small brands with low price as the selling point will hardly find a living space in the market. On the other hand, with the saturation of the market and the aggravation of competition, the coating market, especially the middle and low-end coating market, has shown a trend of "little profit". Therefore, in the traditional low-end coating market, the competition among enterprises will also transition from price competition to brand competition. In this competitive environment, small and medium-sized brands that lack of technical support and brand effect are difficult to compete with strong brands in the market.
"The paint industry is gradually maturing, and corporate profits are becoming more reasonable. Brand competition will become the future competition point. The process from quantitative change to qualitative change will certainly be accompanied by industry pain and even the adjustment of industrial structure," said the professional In order to be invincible in the increasingly fierce market competition, enterprises should take the initiative in industrial adjustment, improve product quality, increase product added value, establish their own brand and create brand cultural connotation through technological innovation.
With the development of China's economy, the potential of paint demand released by railway, ocean, aviation and other fields is increasing. New urbanization, shantytowns to transform, etc., put forward higher requirements for product performance, especially environmental protection performance. All of these require enterprises to upgrade their products and seek benefits from technology. But that is not enough. China's coating enterprises must get rid of the traditional development thinking, desalinate the price advantage brought by the demographic dividend, find their own position from the technological innovation, adapt to the market development trend, rely on the first productivity of science and technology, increase the investment in scientific research, build a platform for production, learning and research, and promote the rapid development of enterprises.