National coatings industry Association Secretary-General Wang Yue-Kun on March 26, 2009 China's paint industry production and marketing in the United States, the total amount of more than 8 million tons of breakthrough, become the world's third-largest producer of paints.
In 2010, China is in times of crisis, because after the Chinese coatings market patterns are changing, crisis, originally occupied the high-end market of international brand, now also start to low-end. In this context, the 2010 paint consumer groups appear what new trends?
The first — the full participation of the consumer into the times. Today's consumers regardless of consumption does not consume enterprise products but also to businesses, consumers will no longer be passive, they hope to keep the dialogue with enterprise and do not believe that the authority, but also believe that intuition and Word of mouth, this heralded the era of the production and Marketing GmbH — has arrived.
Second, the rise of new health consumption. By melamine, H1N1, impact, consumer health degree increase sharply, the concepts of natural, environmentally-friendly products more preference, paint companies establish the brand image of the health and environmental protection will give the product to bring more market opportunities.
Third, the civilian population of exquisite living trends emerging. At this stage, consumers do not — to buy high-end brand coatings before they show their own life, because we all know, for the so-called brand and not famous, that is, how much depends on advertising, product quality is the same, hence China — a new coating of the consumer market, to meet the "national exquisite" tide, the world's leading paint brands must adjust marketing strategies that meet the following — ladder consumer market of the product.
Fourth, the speed of live social and speed the rise of consumption. China's consumer society in pursuit of social life, speed, efficiency and speed, lack of enough patience are the consumers of new performance, convenience food, fast food shops, convenience stores, and other consumer get very high recognition. From this concept, the use of paint product functionality can increase the quick check-in and use the feature.
Fifth, the rise of the female consumer power. According to the data display: in the past 20 years, the United States women's income has increased by 63%, while men income remained unchanged. It was my third time the census statistics, women accounted for China's population of 48.7%, of which the spending power of strong, have a greater impact on the consumption of 20-50 years old and young women, accounting for about 21% of the total population. At the same time, a survey has shown that consumer behaviour in the family, women often serves as the family's "Chief Procurement Officer" role. Especially in home building materials such as consumer goods, and other links, is the leading role by the wife.
Sixth, consumers seek new senses and brand experience. Paint consumption groups of products concerned is no longer stop at obey painters master which is what that good primary stage, now entered the brand experience stores, participate in the activities of the enterprise's experience as a consumer paint consumption of important initiatives.
Seventh, brand differentiation, meaning and value to consumers is important. Now the consumer brands have their own thoughts, the brand of differentiation, brand story, brand connotation to impress consumers have an important role.
Eighth, consumers are increasingly concerned about the transparent disclosure of product information. Consumers increased learning ability, product description, composition, origin and transparent information is important to consumers, the authenticity of marketing, transparent marketing is the future market.
Ninth, consumer advocates new naturalism. Longing for nature and closeness to nature, coating product technical breakthrough in the future should be the natural direction.
Tenth, consumer access to popular entertainment era, recreation forms a highly diversified. Create a paint consumption of entertainment platform will consumers involved in recreational activities, become paint companies new marketing strategy.
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