Analyze the disadvantages of the paint market at this stage

In recent years, the coating industry has developed rapidly, and at the same time as it develops too quickly, most of the paint companies are marketing-led marketing methods, which also brings some disadvantages to the Chinese paint industry.

Blindness and superstition may be influenced by the phrase “manpower is more powerful”. There is a common problem in China's paint companies – the brand's oversight is serious. It is often a brand that has not been fired yet. It takes a few opportunities to regenerate and think that more children are more profitable. Under the guidance of this concept, the paint companies are indiscriminate, and they want to give birth to a few children. When the children are born, they discover that this is not the case.

Due to the lack of brand planning in advance, coupled with the lack of ability to manage brands and correctly guide companies, the direct impact on the brand is weak, product models and performance are similar, business models and advertising campaigns similar to the formation of "every child to grab milk and eat all The child is not eating enough. This does not take into account the carrying capacity of the brand, but only based on the resource optimization practices of production and channels, while the development of the company, it also directly caused a serious lack of brand core value, leaving hidden dangers for brand development.

It's great to be happy to have a full-blown, fuzzy brand positioning that is targeted and to use specific brand images in order to attract specific target groups. For example, Nippon Paints, its position in the Chinese paint industry is latex paint, so as long as it mentions latex paint, consumers will immediately think of Nippon Paint. Many of China's paint companies in the brand positioning, can not bear to sacrifice, and always spread the net, that the target market will be larger, the greater the success of the grasp.

In practice, because it is not clear that the target market and the customer's thinking are lacking in market comparison and analysis, it directly leads to the difficulty of forming a paint brand and exerting its due competitiveness. In terms of brand awareness and reputation, the current national paint brands cannot stand in the same rank as foreign paint brands for the time being.

Empty boring lack of culture At present, there are as many as 10,000 kinds of paint and paint brands in the domestic market. As “outsiders” consumers often look blind when they choose to use them. Among them, the rich cultural atmosphere created by Hong Kong Bauhinia paint can be regarded as a model of cultural marketing in the paint industry. It guides consumers through the form of “lacquer workshop”, so that its product display is not just a simple store, nor a product showroom but a brand-new sales service model. Among them, “lacquer” is a product, “art” is a service, and “fang” is a brand-new experiential market concept led by Bauhinia paint. The appearance of “lacquer art workshop” has for the first time instilled the “culture” connotation into the paint brand, which will further highlight the differentiated competition in the industry and enable consumers to stop blindly making “conventional” traditional consumption “inner”.

The concept of hype, shortsightedness, and many of China's paint companies, on the surface it seems that they are very innovative, and continue to create concepts and hot spots, what to drink lacquer, use paint to cook, fish with paint and other tricks, do it all, In fact, they are stupid. These so-called concepts are nothing more than to guide consumers and explain their environmental protection. But after all, paint is a decoration item. It is not for consumers to use it as a daily necessities. This lacks an organic connection between the concepts of drinking, frying, and raising. Therefore, it does not convey the core value of the brand. Self-defeating.

Even if we step back ten thousand times, this concept of hype may create a better sales performance in the short term and even a sales miracle, but there are hundreds of harms to the construction of the brand but no benefit, these are examples. I still remember three brands of oral liquids, Chinese sturgeon, and Kongfujia liquor. They made a big splash by advertising, and they actually made a fire, but in the end they all lost their lives. Now that the market is mature, consumers are becoming more sensible when purchasing products. Therefore, relying solely on one or two inexplicable tricks just relying on advertising bombing, they want to fool consumers, even if your advertisement. The loudest sounds and the most played times, the consumer still doesn't buy your account.

Imitation is a serious lack of innovation imitation is human instinct, the reason why human beings imitate only today. All innovations are also based on imitation. However, imitating can only be said to be a way of learning. Ignoring other people blindly and ignoring the connotation of the enterprise itself will make it difficult for companies to become bigger and stronger. In fact, at the beginning of the development of many paint companies, it is entirely possible to abandon the imitation of this vicious circle, but the short-term benefits have blinded the eyes of some paint companies, they feel that since the imitation can achieve benefits, why bother and more to find their way out, In this case, many paint companies began to imitate others from the naming of the brand to the R&D technology to the performance of the product and the sales model. It seems that only in this way can companies not be eliminated by the market in a short time.

These five major problems have directly intruded into the body of paint companies and have constrained the development of Chinese paint companies. The root cause of the disease is not an external factor. In fact, it is caused by the paint companies themselves. Therefore, the bell must be tied to the people, the five major disadvantages of the paint industry, only the paint companies themselves can be cured, only to cure their own diseases, paint companies in the future will be able to win their own in the coating industry in a place.