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Chinese brand Raiders coated paint industry enterprises under the new situation, "the Nuggets' six weapons (a)

Chinese brand Raiders coated paint industry enterprises under the new situation, "the Nuggets' six weapons (a)

  • Categories:News
  • Author:企宣部
  • Origin:转载
  • Time of issue:2015-04-20
  • Views:0

(Summary description)

Chinese brand Raiders coated paint industry enterprises under the new situation, "the Nuggets' six weapons (a)

(Summary description)

  • Categories:News
  • Author:企宣部
  • Origin:转载
  • Time of issue:2015-04-20
  • Views:0
Information

From: China Daily paint

        
According to "second five" plan to deploy, roads, railways, subways, water and other infrastructure investment in 2013 is still some growth potential. 2013 fixed asset investment growth of around 18%. Real estate sales continued to pick up, and housing-related decoration, building materials, appliances, furniture and other consumer will rebound is expected in 2013 consumption growth of about 14%.
        
Under the purchase of real estate background of social housing has become an important factor in stimulating future paint consumption. "Five" planning requirements, in 2011-2015 years, the completion of 36 million units of affordable urban housing construction goals. The amount of guaranteed housing new construction in 2012 is 700 million units. 2013 mandate of the national urban security, housing construction is basically completed 4.6 million sets of new construction of 6 million sets. While in 2013 the number of new construction appears to have decreased, but the actual construction in progress and completion of the amount accumulated value, but more and more, the task is still larger amount. According to the Ministry of Housing estimates, in 2012, the actual amount of construction there are about 18 million units, including some of the projects in 2009 to 2013 new construction projects will be completed, and in 2011 new construction of 10 million units is still the vast majority in the construction of the project, coupled with the newly started this year more than 700 million units of affordable housing built in the latter part of the amount has not diminished. Preliminary estimates, the next five years, China only a year affordable housing coatings demand will more than 10 billion.
        
In addition to affordable housing, real estate sales recently showing signs of gradual recovery is expected to become another factor to stimulate the consumption of paint. In 2012, the national real estate development and investment 7.1804 trillion yuan, up 16.2 percent over the previous year nominal. Real estate development enterprises housing area 994.25 million square meters, up 7.3%. National real estate sales 1,113,040,000 square meters, up 1.8 percent over the previous year. Overall, 2012 showed a steady recovery in home sales. 2012 real estate sales, residential sales area grew 2%, office building sales area increased by 12.4%, commercial business premises selling area decreased by 1.4%. From the sales point of view, commercial housing sales 6.4456 trillion yuan, an increase of 10%. Since late last year, real estate sales is gradually showing signs of recovery. The real estate industry is the paint industry, "god", the domestic real estate market is showing signs of improvement, which directly stimulate coatings demand will moderate growth.
        
At the same time, China is the world's largest furniture exporter. Although the European market is still not improve, but the Middle East and Southeast Asia and other emerging market demand increased. Coupled with the US real estate market is getting warmer, furniture export situation began to improve. Furniture industry's future climate index is expected to continue to rise. Furniture market to stabilize and pick up the supporting role of the coatings industry is very clear, furniture, paint directly promote sales.
        
At this critical moment, paint companies how to seize opportunities to seize the commanding heights of the market, quickly and effectively, "Denver", has become the most pressing issue. I think, might paint companies in the following areas and more some effort, perhaps we can make a difference.

        
First, the corporate strategy.
        
Strategy in the enterprise, important. Corporate strategy generally include competitive strategy, marketing strategy, development strategy, brand strategy, financing strategy, technology strategy, talent strategy, strategic resource development, information strategy. I think the strategy, including the corporate mission, core values, business principles, corporate vision, core competitiveness and corporate culture. It is a combination of strategic objectives and strategy, corporate vision, mission and so on all aspects of planning and positioning. The core issue is the choice of strategy and tactics to determine direction.
        
"People without thought, he must worry about." Enterprise development direction is clear, the idea is clear, determine the future of a business. Business strategy is the compass. No strategic enterprises, often half-hearted, unpredictable changes in policy, no direction, corporate marking time.
        
Rejoice, Safeguard, Pampers, Crest ...... almost all facing the problem of product homogeneity, but the market is able to become the first to become a leader. This is the strategy of power!
        
Paint industry, product homogeneity can be described as appalling. All in the strategy slightly achievements, and are fast becoming the category leader. This point, the Guangzhou show Perot Chemical inventive to "focus on floor coatings" strategy and called the industry leaders.
        
Publicity strategy is not nothing but a philosophical choice. Look for direction, targeting, and create sustainable competitive advantage, which is essential for a successful business.

        
Second, the brand positioning.
        
No brand positioning, business is not good to live. Brand positioning, directly affect the operating state. I think the brand positioning for the product in addition to the basic functions of its more unique and different from other brands of various added value of having a comprehensive assessment. Weng Xiangdong known brand strategy experts believe that the core values ??of the brand is the soul of a brand, consumers like and even fall in love with the power of a major brand.
        
Brand positioning for the market, of course, is for consumers. Consumers ever-changing, different levels of consumption, different consumer habits and preferences, different ages at different times have a world of difference. How to find consumer demand, according to the trend of the times and progress and product development, and guide the target consumers generate new demand, a brand positioning. This is a paint company brand positioning basic skills. The purpose of brand positioning is to seize the hearts of consumers. As paint companies, not taking a product name, or registered as a trademark, it is the brand. How to build on the quality of products, technology, price, packaging, service, image, culture, or a concept unique personality in the minds of consumers form a "unique" personality, which is the brand positioning. In the paint industry, such as Supe geopositioning floor paint, lacquer furniture long Runfa positioning, positioning doors Huilong paint paint, lacquer Mitch positioned as children paint, have achieved good results.

        
Third, the product upgrade.
        
The product is the face, the upgrading of enterprise products directly reflect the level of scientific research and technical strength of enterprises. Products but also business and market the bridge, is the link between brands and consumers. What companies have unique products? How cost-effective products? Consumer products can solve any kind of problem? These are key factors directly affect sales.
        
To be honest, technology and product innovation coatings industry is really to be commended. Suit'd come handy, its capability. The first force is the product brand strength! Now paint companies are not afraid to push the new product, but push too much, too messy, is how to do benevolent boutique brand building.
        
The basic functions of paint products are similar, but because of the different individual needs of consumers, gave birth to the demand for a variety of functional products. Whether odor, antibacterial, antifungal, in addition to formaldehyde, the products must have a product line planning system. For the market and consumer-oriented, adjust the width and depth of the product line, identify the most suitable market product portfolio strategy.
        
How to enhance the competitiveness of their products, market segments, starting from the first quest, from the technical aspect. United States more than 600 small and medium enterprises to obtain paint than their higher excess profits, is that they can not seize the product of large enterprises finer breakdown at PPG, Sherwin-Williams, Valspar containment and other predators in the market segments do better than large enterprises, technology is more perfect, more professional service.
        
Do paint, the state legislature, Dulux might have done better than some of the vast majority of SMEs, quality more stable. But in terms of furniture, paint, but not necessarily better than Huarun Paints, Chin-chen paint, big treasure, long RT-Mart, Clivia and other enterprises more emboldened. In fact, do paint products, we do not need everything to create differentiated products with unique technologies, not too much, just do your best in a particular area would be sufficient. Mass, is big business for the survival of the holy grail; specialization is unique weapons SMEs Swordsman.

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