Chinese paint brands are in a weak "five roots"

The paint industry has been developing at a very rapid pace. In just a dozen years, paint manufacturers have blossomed, with as many as 10,000 paint brands and tens of thousands of paint brands forming a flourishing and scrambling situation. This scale is not only rare in the foreign industry, but also unique in other domestic industries. In the meantime, at the same time, due to the excessively rapid development, most of the paint companies are marketing-led marketing methods, which also bring some disadvantages to the Chinese paint industry. This kind of shortcoming makes the brand foundation of Chinese paint companies extremely weak, and grows little. Paint companies that have lived for a long time are abounding in today's increasingly fierce market competition. Looking at the development of the Chinese paint industry, there are five major shortcomings:

One, blindly superb, raising a weak

Perhaps because of the influence of the phrase "manpower is more powerful," there is a common problem in Chinese paint companies - the brand is seriously overbearing. It is often a brand that has not yet been fired. It has taken advantage of the opportunity to regenerate a few, thinking 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 are similar, and “every child is robbed of milk. "Children are not fed" situation. 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. Now many companies have begun to realize this and have cut brands. Taking Lingfeng as the representative, it has reduced from the original 19 brands to the current four major brands. However, how many paint companies are still involved in branding and reluctance? After all, the hands and the back of the palm of the hand are flesh, which one will feel distressed. In this regard, China Resources should be a prophet. When China Resources played down the independence of “love” and “the pearl of the century,” when it focused on a brand, several large paint factories in Shunde were still full of hope for their multi-brand operation. This is perhaps the main reason why China Resources can be the first.

Second, great joy, positioning is blurred

Brand positioning must be targeted and use specific brand image to attract specific target groups. For example, Nippon Paints, its position in the Chinese paint industry is latex paint. Therefore, as long as it mentions latex paint, consumers will immediately think of Nippon Paint. Many of China's paint companies are reluctant to sacrifice in the brand positioning, and they are always spreading the net. They think that the target market will be larger and the success will be greater. In actual operation, the lack of market comparison and analysis due to unclear target market and customer's thinking directly led to the difficulty of forming and exerting the competitiveness of the paint brand. In this regard, China's paint companies are still worth mentioning is China Resources. China Resources has three brands, one is China Resources Paint, one is love, and there is a pearl of a century. Huarun's paint is characterized by its economical type. Love's paint is characterized by beautiful fashion. Century Pearl's paint is characterized by durability. It is developed for three consumer terminals: "high, medium and low". Each product has a clear positioning. In addition, Peugeot has also developed well in recent years. It has a lot to do with its brand positioning. It can avoid the trend of being jealous with Nippon Paint, China Resources Coating and other coatings, and is dedicated to the development of floor paint. It is courageous. Brought good luck to it.

Third, emptiness, lack of culture

Brand culture refers to the brand's impression in the target consumer's mind. It is a product that can transcend the product itself but can make the product different from its competition product. It can become a strong support point for consumers to complete the purchase behavior. About the purchase behavior of consumers. Looking at the current Chinese paint companies, it still stays at the level of brand awareness, ignoring the participation of social philanthropy and public relations activities that are indispensable in brand image building, making the brand unattractive in mass communication.

At present, there are as many as 10,000 kinds of paint and paint brands on the domestic market, and they are often blind when they are used by “outsiders”. Among them, the rich cultural atmosphere created by Hong Kong Bauhinia Paint's “lacquer workshop” 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 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, so that consumers will no longer be blind, and the “outside” traditional consumption will become “internal”. .

Fourth, the concept of hype, short-sighted

Many of China's paint companies seem to be innovative on the surface, continue to create concepts and hot spots, what to drink lacquer, use paint to cook, use paint to fish, and other tricks are always enjoyable, but in fact are all stupid . These so-called concepts are nothing more than to guide consumers and explain their environmental protection. However, after all, paint is a decoration item. It does not allow 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. It will be 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 as the market matures, 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 you The ads have the biggest voice and the highest number of plays. Consumers do not buy your account.

V. Serious imitation and lack of innovation

Imitation is the instinct of human beings. The reason why human beings imitate has only developed to this day. All innovations are also based on imitation. But imitating can only be said to be a way of learning, blindly imitating others, and ignoring the connotation of the company itself, companies can hardly 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 obtain benefits, why bother and more to find their way out? Under such circumstances, many paint companies began to imitate others from the naming of brands, to R&D technology, to the performance of products and sales models. It seems that only in this way can companies not be eliminated by the market in a short time. [China Coatings Online News] In the naming of products, the brands derived from Nippon and Dulux are just a few brands such as Banghe. The products are also from Nippon and Dulux. After one night, almost all of the architectural paint manufacturers in China have had "triple play", "five-in-one" or even "six-in-one" and "eight-in-one". Their functional features are the same. Others, such as sales models, are also copied almost entirely. It is too late to find that imitation has been detrimental to the development of the company. Imitation of strange diseases has become sick and it is difficult to want to imitate it.

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 solution bell has to be the bell person. The five major problems in the coatings industry are that only the coating companies can cure themselves. Only by curing their own diseases can paint companies succeed in gaining a place in the coatings industry in the future.