Inflection point on sweeping the Chinese coatings market beat culture brand to win

Today's global economic instability, various sectors of the economic downturn, paint industry is no exception, "inflection point" already go without shank, many coatings business collapses or hurry transforming. In the face of new challenges and new opportunities, some experts suggested that the homogeneity circles around the paint enterprises should be awakened, and reduce costs rising prices is only temporary and only play "culture card" to increase the value really Chungching, according to a market.

Market environment: domestic 6.7 million businesses fail, the coatings business pressure

In recent years, with macroeconomic fluctuations, energy prices soaring, raw materials prices continue to skyrocket, transport costs, the domestic small and medium-sized manufacturing enterprises generally declining profitability, facing enormous pressure to survive. According to the national development and Reform Commission in charge of the SMEs Division for the first half of this year, the national 6.7 million small and medium-sized enterprises above the designated size, number of failures, the scale is very alarming.

Enter 2008, China's manufacturing industry to the coatings industry arena, from the initial price of the "do not die, death," evolution of prices for today's rising tide wave after wave. Store is closed, the building materials market clearance, reason and thin coatings companies have closed down, even now survive for SMEs James is also its profits sharply, the coatings industry has grown from profit to riffle times.

Cultural development: ensure that the product, keeping the enterprise vigor vitality

In the product homogeneity era, in the face of semi-finished products, consumers will need the product after brushing bring comfort and beauty, they care about is a spiritual enjoyment. But this spirit of satisfaction can only be assigned to the product or brand on the basis of culture, as humane, caring for

the cultural value of the most stirring the hearts of consumers that string.

The industry, the rich cultural flavors of product and enterprise or less.

Case 1: exhibition Ananda chemical system

2004 Exhibition Ananda chemical publishing "show Chen, why do you," a book that discusses the exhibition Ananda's enterprise culture construction, including the management of the "simple" and "the three great discipline and eight note" and "execution cialis" culture diffusion in the exhibition Ananda employees, partners, and customers play a positive role in, making the exhibition Ananda group goals, and desires. Sticking to become fair Ananda people common behavior. You can even say, "show you Jin, why" release is equivalent to a company in the major media 500 million u.s. dollars advertising value, not only as consumers create material wealth, but also for the community to create tremendous spiritual wealth. Exhibition industry with e of the idea, thought, culture of pioneer.

In addition, Shenzhen exhibition Ananda Chemical Co., Ltd. main push classic primer, its classic China-us both in product packaging or in uniform on all body shops facade. Classic lacquer is not only a coating, in front of consumers, it is a brand of China's cultural heritage, a spread of beauty, it has a classic Chinese Red, are too Chinese elements, so that many consumers "love at first sight"; Furthermore the classic lacquer-sponsored classic era ", the classic lacquer paint King of Kings," 7.7 biography paint Festival "is to a certain extent, to expand the classic paint brand culture.

Case 2: three trees coatings

Three trees brand was born from 2002 to multiples growth become coatings industry fastest brand, the reason for the building with its corporate culture. Three trees establish Chi do ecological conception of standard-bearer, in practice and formed a "naturalness", to "health evolution" as the body of the three trees ecological culture. The naturalness of

the three trees corporate culture, its health science culture kernel, naturalness of cultural origins, harmonious eco-cultural vision, ecological culture cultural concepts and tree-tree tree rows of culture made a declaration that leads in the direction of the harmonious development of enterprises, enterprises and employees, customers, society, nature and so interdependent, interrelated symbiosis of sound system.

Three trees, from the outset about cultural marketing theme routes, its "capital × brand × culture" strategy, "heart healthy" series and so on all new products embody three trees brand culture, showing the three trees healthy, humane, caring force, three fast-growing tree is rooted in its cultural vitality and always fresh.

Case 3: Hualong coatings

Panoramic view of the growth trajectory, Hualong centred care culture is everywhere, everywhere at details. Hualong has come up with "ten care initiatives", to develop caring culture and put into practice. Its "top ten care initiatives" related to technology, the variety, quality, production, environmental protection, logistics, communication channels, services, and Terminal. And caring culture complement each other, of a safety culture is the Hualon. Hualong has created a unique "one book, one check" management mode, won the coatings industry first the dangerous chemical safety management certificate ", meanwhile, we praise, Deputy Secretary Sunhuashan; and always pay attention to safety management, security management's overall objective is to secure cultural transition, which is formed by the safety management of the safety culture, safety culture and promoting security management. Hualon's safety culture and caring culture common build enterprise culture.

This shows that the brand culture not only creates brand influence, but also to increase the product added value, improve product height is important, the more high-end products are

Market environment, this is the well-known brand holding cultural brand sold in the market. In downturn market still riding high, these enterprises experience worthy of reference in the industry.