Marketing level low status in China's paint industry market scanning and analysis

China's paint industry is a different from other building materials industries in particular industry, paint industry overall marketing levels generally low, the market operation methods and rules of the game is different from ceramic, flooring, hardware, lighting, most with plate almost, but in China, this large market, paint companies have their own unique side.

Mimicry

China's basic characteristics of the coatings industry is "a female students several child, Rob rice", so the scale is small, the brand influence weak, product model and performance approximation, operating mode and advertising activities identical, with the result that many domestic competition means coatings industry is concentrated mainly in prices, rebates, Backbiting, chaos-order, and so the original level.

The Chinese coatings marketing level low, low in a wide range of similarity and various "mimicry", in China to imitate foreign, small plants to imitate. Since the launch of newly born and duoleshi "three in one" and "five in one", a night, almost all of the architectural paint manufacturer has a "triple play" and "five in one" or even "a" and "liuhe eight-in-one" features all the same, only the name from "duoleshi" on the class derived from the "SARS", is the imitation or hit too close to that only knows its own enterprises. Flip through the market everywhere and promotional materials, brands and brand of the child is very similar to the content of information, particularly wood-paint publicity material, apart from the product structure, performance, features and considerations for amazing similarity, creative expression, the expression is also very close, as regards the different brands of the same manufacturer, the product is "holistic", very easy to reproduce, in any case, Chinese consumers are also better fool! even some well-known brand nor on the island, such as market various image store, shop, walk a few home you will find also is similar. From the product naming, numbering, advocacy to marketing, every link, and even individual details, with the exception of identical is imitation, homogeneity is bound to throw the same lineup of internal price war, reduce the profit level of the entire industry, this is China's paint enterprise level increase.

In national marketing tools, paint industry is basically divided into "two": "pull" means the Lipan, duoleshi represented "foreign brands," and "thrust" refers to CR, NI Li, Dumbo, American painting, Shenzhou, represented by local enterprises. "Pull" with strong financial and relative exceptional marketing tool, spread through the huge cost to build brand image, thereby forming on the end consumer's strong rally; "thrust" is generally pay attention to the establishment of an extensive dealer network, and not transparent price to protect the interests of dealers, even through multiple brand operation to increase the network density, lower price transparency, communication and the relative importance of brand rally not enough.

Due to the difference between marketing tactics, "push" and "pull" two occupy different market segments. Due to the relatively simple LaTeX construction, coupled with the coating color Lipan advocacy to influence consumers, make LaTeX tend to "consumer goods", and their purchase behavior is affected by the impact of small construction personnel in the Middle, the brand plays a huge role. But polyester Wood coatings as a result of leveling, construction process is more complex, the need for professional construction personnel to complete, so it's more like "industrial products", the purchase of consumer behavior by intermediate personnel have a greater impact. This has formed the "push" and "pull" the different results of the two factions: the "pull" occupy the high-end LaTeX half, but it is difficult to pet Wood coatings market advantage; "thrust" is almost occupies all wood coatings market, but generally little latex paint.

Expansion of the heart

China is the world's third largest coatings production and consuming countries, the annual production and consumption have been more than 2 million tons, market capacity exceeded 200 billion. Now every year to 20-30% speed increase.

According to incomplete statistics, the national more than 8000 paint enterprises are mainly concentrated in the Yangtze River Delta, the Pearl River Delta, Bohai region. Of these, "foreign brand" and domestic large-scale manufacturers, market positioning in the high-end products, at market leadership boot paint consumption trends. Other domestic numerous small and medium-sized paint companies, to produce Middle coating products, at market follow status. National brand only libang, three duoleshi, CR, NI Li, Dumbo, American painting, redbud, Shenzhou, ancient elephant, exhibition of China paint, e, crocodile, Ivy, Red Gate, Hualong, TeX, Supe, 10 more than one brand of small geographically brand influence; it is quite common. Coating of competition in the growing, early access to China's libang, duoleshi greater impact in the country, ranked in the forefront in the coatings industry market inputs, marketing planning, management and technological innovation are a threat to domestic manufacturers. But CR, NI Li, Dumbo, American painting, Supe, Red Gate, recent years have very large development projects, some have begun to take action, such as China's "5 years, surpassing the Lipan", and heavily invited Ogilvy in brand integration and image promotion; Taiho to build "China's largest production base of coatings

"The goal is $ 10 billion in sales; Garbo Li invested advertising for CCTV and whip up a momentum of the" challenges of foreign brands "PR activities, well-deserved become industry" opinion leaders "; the American scholar James has" three years after China resources "second oath, and frequently with international and domestic 4A advertising company contact to conspiracy to transcendence; Supe to build the Kingdom of the" China floor paint "and promised more favorable conditions to attract large numbers of high-tech talents; hongchang and star Crown then played" postdoctoral station "and" nanotechnology "technology licensing ... China's paint companies in the next 1-3 years of competition becomes more intense.

Row of seats

China 000 coatings business scale architectural coatings manufacturers more than 200, 2002 annual output of 5000 tons of enterprise 27 home in 1 million tons of enterprises have 14, more than 2 million tons of only 8. Information display, Lipan coatings (China) co., Ltd. is China's largest architectural paints and yield of production enterprises, 2002 turnout 6.34 million tons, accounting for total production of 9.7%; followed by Langfang libang paint co., Ltd., yield 4.65 million tons, accounting for total production of 7.1%; Shunde huarun dope factory Ltd., the third stop, yield 3.77 million tons, accounting for 5.8% of total production.

At present, the coatings industry can basically be divided into five Echelon. The ICI Lipan, etc, China resources represented by $ 1 billion in sales in more than a first Echelon to Dumbo, Garbo Li, old paint, etc. as the representative of the year, sales in the $ 500 million more in the case of the second Echelon to redbud, Mei TU Shi, China paint, God as representative of the year sales in more than 100 million of third Echelon, a fourth team includes all local paint brand and sales of less than 100 million other paint brand, then a level that is not part of any team, mainly refers to an absolute competitive advantage of foreign 10 paint giant subordinate enterprises and China several listing coatings companies such as twin Tigers, Lighthouse, etc.