Adjustment of the global coatings giants have ready to seize the Chinese market strategy.

≪p> April of this year, the global coatings industry giant Finland Digulila Group (TIKKURILA) Camilla from Northern Europe ' s largest chemical companies in the independent group, and separately listed on the NASDAQ OMX. .Company name officially replaced by the TIKKURILAOy TIKKURILA Oyj.. Finland Digulila founded in 1862, has focused on improving the coating quality, appearance and durability, has become a world-class manufacturer of top-level professional paint. .After listing, Tikkurila (Beijing) Paints Co., Ltd general manager, said strict, the Group will further increase its high-end brand "Fenlanfenlin paint" in efforts to promote investment in the Chinese market for Chinese consumers a richer .products and better service. .</ P> <P> <P> <p> coatings giants seize the Chinese market adjustment of the global strategy </ p> <p> recent years, the world's paint industry is not calm, the case of large mergers and acquisitions, coatings occur. .In 2009, the world's top ten brands in the first of AkzoNobel paint the acquisition of Imperial Chemical Industries, the world's second PPG acquired SigmaKalon. .March 2010 acquisition of Dow Chemical and Rohm and Haas is also the case of noisy uproar. .</ P> <p> data are available on first half of 2009, took place in other parts of Asia and other global chemical industry to the global chemical industry mergers and acquisitions accounted for about 41% of the total number of mergers and acquisitions, and 35% in Europe, the United States 24% .. .Global chemical M & A focus has been shifting to Asia, these M & A cases fully illustrate the Asian market has become the main battlefield paint a huge Rush, and China as Asia's largest consumer market, the natural beach is the most important foreign paint companies. .</ P> <p> present, in the Chinese market is well known to consumers, the market share of large international brands Nippon Paint, Dulux and so on. .Butin fact, the world's top ten most paint brands have a low-key to enter the Chinese market. .Among them, the number one earlier this year, Akzo Nobel Group, created in Ningbo cost about 275 million euros of the chelating agents plant production base and has been put into production. .Paint the world into China ' s giant, and consumers are not familiar with the elderly head of France, BASF, Bayer, DuPont, Sherwin, General Minter, LIFEWAVE, BASF, Kansai and other brands. .Influx of international brands, the rise of domestic enterprises, showing that China's coating industry is extremely competitive. . ≪/P > <p> Fenlanfenlin paint to develop second and third tier markets localization </p > <p> 2002 Fenlanfenlin agent in the form of paint to enter the Chinese market in 2007, Tikkurila Group M & A in China .agency, was established in China, a wholly owned subsidiary-Tikkurila Paints (Beijing) Co., Ltd., a move the group to complete the formal steps to enter the Chinese market strategy. .Yan Ming, told reporters that China's huge market, though Fenlanfenlin paint comes relatively late, but he believed that Scandinavian companies with high environmental standards for products and groups play in the differentiation strategy, the brand will occupy more market share .. .He said with a smile, if they can account for 1% of the Chinese paint market share, that will allow the Nordic bosses satisfied. .</ P> <p> So far, Fenlanfenlin paint products are imported, the price is high compared with similar products, is taking the high road, to meet environmental protection requirements are relatively high consumer demand. .It is understood that, in order to improve the market competitiveness of the brand, to avoid the highly competitive first-tier cities, turn to open up second and third tier markets, Tikkurila Group has decided to set up production bases in China, the formation of localized products and imported products with the sales model..The local production of products, although the Finnish company will continue to follow the core chemical paints advanced technology, but will make the best of chemical raw materials to reduce costs and improve cost-effective products to meet the second and third tier cities, the level of consumption. .</ P> <p>, of course, in addition to adjustments made in the product, Tikkurila (Beijing) coating agents in the country will give more advantage of the policy and support. ."We will give a certain degree of technical support, including the color, and personnel training. .In addition to a number of advertising and marketing support, such as store layout, advertising, how to do that. .There's support for sales channels, such as our co-operation with the national companies, we can copy them there. ."Strict told reporters, because Fenlin paint itself came to China relatively late, so do the market, not the pursuit of profit a few years ago, will give more consideration to the interests of their agents. .</ P>.