We are now promoting a brand or a brand strategy in the hope that the market will continue to develop. However, the production scale of local coating manufacturers in China is generally small, and there are many manufacturers. In the whole market, as far as the situation of Chinese coatings is concerned, all products produced by Chinese employees in the Chinese market should be regarded as local products. Domestic brands and foreign brands have great conflicts in the Chinese market.
But as an enterprise itself, it is easier for an enterprise to survive if it has better management and larger market share. From the social point of view, whether we can get the products with high cost performance is the pursuit of customers. A product in the terminal market should make people feel that it is helpful to their life. From this point of view, large enterprises and small enterprises do not conflict. As a multinational company, or as a foreign brand paint produced in China, their production and sales are in another way, that is, scale production, network sales, brand building and brand promotion. But in fact, as ordinary people, they have different cultural backgrounds and pertinence. For the 1.4 billion people, can they all serve in the same way? In other words, as Small and medium-sized enterprises still follow the development model of other foreign companies to build brands, which should not be very realistic
Because the brand is not built artificially, it is more a kind of public praise, a kind of market return after patiently and continuously serving the market. You have to be patient, confident, and persevere in becoming a century old shop! From Shunde, Guangdong Province, as a new production base, hundreds of paint factories have been producing architectural coatings for about 10 years, and now many enterprises are facing great difficulties. Why? No one wants to be the first one to eat crabs, and the second one. As long as I see the development of the market, I will quickly enter the market, and then I will do what others do. There is no characteristic. What brand do you talk about
As a small and medium-sized enterprise, it exists in the gap between large enterprises. It should be said that the gap between large enterprises and large enterprises is their safe living space. When they become the main object of the collision, where is the safe space? What is it
Every enterprise should explore! In fact, large brand manufacturers are also exploring their living space. This kind of competition is a good thing. The result of competition is to provide more cost-effective products for the society. If small and medium-sized enterprises want to join in such competition in the same way, it is obviously unrealistic, and will soon be squeezed out, because their scale does not reflect the same effect So where should these small and medium-sized enterprises break through? In terms of products, we can see that China is a global processing factory. The profit generated by processing is relatively low, and Chinese enterprises are used to pursuing the low price of products. Therefore, it is impossible to focus on performance, but on appearance and packaging, and then try to reduce manufacturing costs, including raw material costs, labor costs, sales costs, and then sell at a low price. Such a mode makes the enterprise unable to develop at all, and naturally has no chance with the brand. So a product is designed first, then manufactured and sold
Our domestic enterprises want to develop scale on this basis, and even want to continue to invest in development. Think about it carefully. Is it called scale? It's just a little bigger than you used to be. It can't be called scale, and still can't have scale effect. So relying on such development alone, you can only increase the investment cost, making your return more difficult, because other things can't be done. Therefore, we should consider to improve the design ability! Although the product is manufactured, if you do not have a good idea to design, your product will not have the added value it should have. The product design ability of our domestic enterprises is generally low. The main reason is the disconnection between producers and market
The product design mentioned here includes many aspects, such as the design of product performance, marketing ideas, packaging, publicity, etc. All in all, for small and medium-sized enterprises, it is customized for customers! If you really have the ability of product formula design and you can make latex paint, then why can't you sell it at a price? Because you haven't designed the product with its proper cost performance and unique products that interest customers! So you should first design the product. We don't have such a design. Ability, are blind, others do what I do, that can only spell scale!
How to improve the design ability of coating enterprises? Its essence is the innovation and R & D ability of enterprises, but innovation and R & D is never done behind closed doors. It will come from another aspect - sales. I say that sales are not sold through specialty stores or supermarkets like large companies. We hope that small and medium-sized enterprises can provide extended services! Coating is not a terminal product, three products, seven construction, so that it becomes a coating. That is to say, in fact, it is through construction that your products are sold to thousands of households, not just the network.
Paint has different quality and performance in different application fields. Only through construction can this be reflected, and only through construction can you generate inspiration for designing different product characteristics. These features are often not scale effect can do! Large brands will not do dedicated, small quantity of feature products. But there is such a demand in the market, and what small and medium-sized enterprises can do is not quantity, but not bother to meet different customer needs. This kind of tailor-made must show your products through your construction, which is difficult to standardize
So your products must be extended to construction. What you sell should not be paint but coating! In this way, your products will be accepted by the people, and they will know what is good about your products. We must take into account that when you stress scale effect, many intermediate links in the market adopt improper construction methods, such as applying putty with high water absorption for the convenience of grinding, adding a large amount of water before using the paint, which results in many units not willing to use the paint. Why don't we want to use paint? Because we don't control the construction. The link of selling paint and construction pursues profit. It doesn't really highlight your brand effect! No matter how good your product is, if you change the original formula arbitrarily in the construction process, you can't get a good coating. For example, mixing a lot of water is actually adulteration
To sum up, today's paint companies do not deliberately pursue the brand, because you are an enterprise, you should have an enterprise spirit! This is different from product design. At the beginning, enterprises should think about how to survive rather than how to create a brand, which is putting the cart before the horse. The brand is formed naturally through word-of-mouth in the customer and market after the realization of your perfect service. It's not imposed artificially, it's not good to rely on the advertisement alone. If your product can't win the favor of the customer, no matter how well your advertisement is played, it won't form a brand, but it backfires
At the same time, there is a problem in the paint market that we are not willing to face. But always have to face, think of countermeasures. I think the most important thing in the current industry is how to survive. First, survival, then development. I especially refer to small and medium-sized coating enterprises. Big companies don't need your attention, they will consider their own survival methods
It is a fact that the price of oil has increased and the price of raw materials for coatings has increased! However, the range of price increase is higher for small and medium-sized coating factories. This is not to say that it can be solved by rapidly expanding the scale. For small and medium-sized paint factories, there is no brand, no raw material cost advantage, no R & D and design ability, which is the fact at the beginning of the factory. It should be a process from small to large, but many people think that small profits and small sales can also survive, because there is no brand and price
As a result, it has become the object of market integration in this round of unbalanced cost competition, or it has been merged or stopped production. In addition to the pressure of rising raw materials prices, there is also the cooling of the real estate industry. So I think that this year, in addition to maintaining the original production and marketing methods of coatings designed for new houses, small and medium-sized paint factories should also develop the market for renovation of old houses. In developed countries, this is the main market of coatings! The renovation of old houses pursues personalization and humanization, so there are special requirements for both varieties and construction. This is the vast space to extend service! In short, from the pursuit of quantity to quality!