Chinese paint market in the future development of the six "chronic illness"

Over the past decade , Chinese paint market has experienced an unprecedented period of rapid development , rapid growth in the number of enterprises in the paint , paint brands have emerged as much surprise . This development process has even become the focus of teaching cases at Harvard and other foreign universities . But it is undeniable that the process of the rapid advance of the Chinese paint market , at least six " chronic illness" is difficult to overcome , and a direct impact on the future development of Chinese paint market .Sellotape


Coatings market ills 1 : Concept of speculation quality problems behind it. Although the coatings market a bustling, but calm analysis can be found, paint companies generally will concentrate on the marketing program above, this leads to all kinds of speculation in the market for a time the concept of an endless stream of paint , but also to appear as "drink paint show", " paint cooking "" paint feeding the fish "and other hilarious concept of marketing . Although the product marketing is essential , but you know, after all, home renovation materials paint , rather than food or daily necessities of life , the ultimate test of the consumer or the paint quality and performance , a variety of carved surfaces flamboyant gimmick eventually sink , but can consumers must be surfaced genuine experience.

Coatings market ills 2: brand building behind the lack of celebrity endorsements . I do not know since when, celebrity endorsements became a best-selling paint products "magic wand" , as if the stars waved his hand , consumers had a pro and to then achieve crazy product sales. Admittedly, celebrity endorsements have let some paint brands overnight, but for the healthy development of Chinese paint market is concerned, it appears that some instant success. Performance coatings in the continuous improvement of short-term brand building , ignoring the paint quality aspects . In fact, celebrity endorsements have produced coatings market " crisis of confidence " that some celebrity endorsements misnomer paint products , consumers in the money Dahushangdang , many businesses and consumers and therefore also in court . Today, from the media community , express way consumers experience has greatly increased the quality of any product that spread quickly upon exposure , the problem for many years to establish a corporate foundation easier than ever consumers instant collapse under the collective crisis of confidence.Washi tape


Coatings market ills 3 : Enterprise multi-brand operations behind the " dependency weakness ." Perhaps due to foreign paint companies operating in multi-brand inspired domestic paint companies began to follow suit , that " multi-pronged " may form a joint force , not knowing , with no advance planning and good brand management experience with multi-brand basis, enterprise multi-brand operations is almost equivalent to suicide. A direct result of not enhance the brand influence , product performance is similar to the behavior of similar advertising , which not only allow consumers confused, also caused the Chinese paint market today ichthyosaur mixed beads situation. For enterprises, it is " more than feed their children do not eat ," and finally had to cut production reductions brand .

Coatings market ills 4: brand positioning behind the big fuzzy perfection . Strong consumer demand in the Chinese paint market is the world paint brands competing land. Domestic messy paint companies to survive in the harsh environment of extremely easy to lose yourself in the situation can not calm recognize their own strengths , and become a big selling point of perfection encompassing paint products , in all walks of life towards segmentation development of the times , this ambiguity market position with predictable results.

Field paint market ills 5: "cottage" hidden behind the flood of technological innovation . Lack of innovation and coatings market mechanism , launched after a quick buck business investment in domestic laws and regulations are not sound , the often holistic "cottage " has been well-known varieties of paint , grab a cheap attempt by taking part of the coatings market . "Cottage " concept behind the corporate contempt for innovation , from research and development technology, product performance, marketing models are unthinkingly " ism " of the entire paint market, product homogeneity is more serious in terms of business without its own unique technology and brand culture, product marketing power is difficult to have a continuing force and brand building , bigger and stronger almost impossible.Masking tape


6 coatings market ills : the core competitiveness of SMEs excess paint behind missing. Small and medium enterprises to produce coatings is an inevitable choice of China coatings market development , SMEs rely on the production of coatings products have to meet the shortage of domestic market demand, but today , updating paint fast evolution of technology has allowed small workshops coating operations situation occurs completely changed . The reality is that many initially "cottage " companies have started to close down , the reason is the lack of core competitiveness , while expanding abroad paint giant field has been extended to all regions of China , when the prices are no longer being increasingly affluent up consumer groups as the first element of choice, this coating the core technology in a way it has become intrinsic channels beyond capital goods to survive .Wholesale masking tape