Domestic Coating National Brand's Survival Dilemma

The rising cost of production In terms of the production cost of products, in the face of increasingly high raw material and labor costs, how to produce high-quality products and maximize cost savings is a very real issue for manufacturers.

Create a unique core brand advantage Chinese paint companies often have very competitive price competition with each other, all kinds of promotional activities, great bargains, etc. You come and go, one after another, not many winners, more is the demise of today and tomorrow The rise, such as the fall of the yellow leaves can not get cold winter and have a slight chance but springing up after another. In the process of serious homogeneity of the category, it seems that price war has become a necessary distribution process. How to shape its own core brand advantage, unique brand culture, and find a suitable market in “almost”. The foothold seems to have become a top priority for current manufacturers.

The channels of counterfeit goods have lax supervision, channels are chaotic, and fake goods flood the entire market, causing serious damage to the reputation of the company's formal operating paint companies. This directly affects the sales performance of the branded products, and seriously hampers the damage to the interests of the company. The normal development and expansion of the company, how to create a good supply channels placed in front of all paint companies, has become a difficult problem.

Take Jiangshan City as an example, as a county-level city in Ganzhou. Jiangshan City paint shops mainly in South South Jiefang Road and Jiefang Road, said the dealer, Jiangshan City is a small city, this piece of children is quite standardized, most of them are known to know the bottom, selling fake goods, "survival" down it is difficult, for Our brand stores are fair and conducive to our brand development.

Half of the Jiangshan foreign brands have visited many building materials markets. We can see that, as soon as one street goes by, almost every store sells Dulux and Nippon. How can our own national brands rise in the face of such severe marketing environment? Jiangyang Trade City, for example, many paint shops in the market, but not many brand stores, and most paint shops to "Lippo, Dulux" these foreign brands mainly products. Seeing this situation, people can't help but be puzzled. Is the dealer's agency foreign brand in order to meet the consumer's psychology? Is there any other factor?

From the author's point of view, most of the consumers in China still have a strong national brand awareness through the outbreak of fishing in many cities in recent years and the continuous and steady development of Haier and the United States, while the foreign brands have a strong market share. The strength lies in its high-quality product quality and service, which lies in its overwhelming and effective advertising campaign. If our national brand paints can also achieve both, then Hoe is looking for a long time for paint marketing.

The strong coating market share of paint-free products narrowed down in the Yangzhou market. Most paint distributors stated that the home improvement paint market has been hit by paint-free products in recent years. The market share of paints is getting smaller and smaller, and paint fakes are more. Subsequent filling, construction problems, most consumers choose wallpaper, wall coverings. How to increase the share of the brand in the case of a small coating cake is a huge challenge for all coating companies.

Exploring the product sales market Under the circumstances that the paint market is basically saturated, how to open up new markets for effective product sales is a headache for both manufacturers and operators. As the speed of urban and rural integration in China has accelerated, more and more new cities and towns have emerged, allowing paint dealers and paint companies to see hope again and become a new star in the paint market development. How to occupy a vast rural market? It is imperative to develop the township and town markets with unlimited prospects and accelerate the propaganda of their own brands in rural areas and small towns.