Station of the port in 2010, look back at 2009 China coating industry, we found two characteristics: first, building material prices and the amount of paint painting appeared to fall in the price; the second is the city needs a saturated, rural market is hot fried.
The constant development of coatings industry to break out, the "world factory" of the name, China's manufacturing sector is mixed: on the one hand, the importance of the Chinese market and position, on the other hand also means that most of the area belonging to the low-end products. For China, "the process of urbanization" does not solve the majority of farmers ' purchasing power is not high. At the same time, the fast-food type of consumer psychology also pressed wood of the city the low-end market, such as mobile phones, to the fortress is such a low end taste. This is why in recent years the "Cottage" rampant, bringing the brand to back and threats. At the same time, China's paint industry nobody can escape the curse of the "low end". Price is the low end products of greatest advantage, so in the low-end market can easily open market, capturing the hearts of consumers, can help companies in the initial stage to open the market and the return of funds. It can be said that the future of low-end coatings market risks and opportunities of a game. With the development of enterprises, if still reveling in the low-end market, it is likely to be a trap, it's all too easy to be "low end" of the mud again on the United States militarily.
Station of the port in 2010, look back at 2009 China coating industry, we found two characteristics: first, building material prices and the amount of paint painting appeared to fall in the price; the second is the city needs a saturated, rural market is hot fried. Here we look at a group of data: the first is the paint coating the dramatic decline in prices. According to the National Bureau survey data show: 2009 in yinchuan city, Hebei province, and home decoration market sales momentum, the majority of the House-building and decoration materials prices have increased over the previous year. Of these, Hebei province last year, house-building and decoration materials prices rising 1.9% cumulative, and paint down 3.2%, yinchuan building and decoration materials price increases over the previous year by 1.9%. But paint prices over the previous year dropped by 1.6%. That is to appear in the decoration of the building materials, paint after collective price and coatings markets in 2009 year appear concentrated "diving".
Second, to rural-based low-end market was hot fried. The recent "building materials have been written to the countryside" Central "a," message is reproduced many media, the media called "building materials to the countryside" is "home appliances to the countryside" and "automobile to the countryside" and a major initiative to expand domestic demand, many of the coating in the industry have also considered the "countryside" Dongfeng, broader rural market will be developed. Of course, speaking of the countryside, the price is natural to the "next". In fact, the first-line brand such as duoleshi, Fong, Lipan features more comprehensive "net taste" and "go to formaldehyde" paint much more expensive than the three-line brand product price. The limited capacity in the country of purchase, a prominent contradiction is very difficult to solve: high quality, high price, low end of rural consumers can't accept; low-quality, low price, paint the enterprise's profit is not guaranteed.
Always take the "high end" as the target of coatings brands fight into the low-end market, it appropriate? opponents are worried for a paint brand, this would compromise its high-end image. They also worried that spend a lot of manpower and material resources, gain some low-end market, but lost in the high-end market dominance. But most have agreed with the comments, the wisdom that: on the one hand because of the Chinese paint market is popularization, architectural coatings of consumers will be concentrated in the low-end market, appropriate drop low profile, enter the low-end is a wise move. On the other hand, for many first-line paint brand, strong brand image and years ' worth of technology are an advantage.
In the low-end market, price is consumers do purchase decision is an important factor, to "countryside", if you want to walk into the low-end coating market, price is not too high. According to Philip Kotler views, buildings in pricing, there are three main considerations: first, the cost, the second is a competitor's prices and the ersatz price; third, customers assess the unique product features. To have achieved the high-end market certain advantages of coatings brands, however, it is clear that these three aspects are taken into account, also taking into account the consumer in the low-end price sensitive. The price is divided into market grades of one of the most important means to open up in the low-end market is going to do with paint or middle class time price flush, is consistent with the expectations of consumers. In fact, consumers may also find that the question has always been to China's paint industry leader libang paint in 2009 in the "net taste five in one" full-profile listing, but also relatively low-key launched the series of "three in one", "two in one" of paint product. Both in the Lipan overwhelming TV, Internet and print media advertising rarely appeared in the paint products is much more affordable price to attack on the village of low-end market focused, killing a scow.
Another example is renowned for its occupation of the first-tier cities as the goal of classical painting, in the beginning of the end of 2008 and 2009 the economic downturn in advertising in the call for "classic lacquer, blue cover, 138!" shock price, thereby attracting a large number of consumers. These cases also proves that targeted the low-end price, and not to end
Paint brands have a negative impact, but the people of the image, and constantly improved.
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