Analysis: The Survival Rules of the Three Major Coating Production Areas in China

The paint industry has always been very competitive, so what is the future of the paint industry? In the face of market pressure, the paint industry has changed its own position. Only by understanding the development of the paint industry can it gain a firm foothold in a fiercely competitive market. The following Xiao Bian will take a look at the development of the three major producing areas in China.

The Pearl River Delta Region: Taking its own path, creating its own brand has always had an unavoidable problem in front of the paint companies in the Pearl River Delta. Because PRD paint companies are mostly joint ventures or private companies, and their scale is relatively small, most of these enterprises are high-energy-consuming and highly polluting enterprises. In the past, many small-scale enterprises in the Pearl River Delta have blindly produced and expanded, unilaterally pursued speed, and had been eager for quick success and profit, ignoring the cultivation of talents and corporate culture. In the face of the dormant period of the financial crisis, the Pearl River Delta Coatings Company has increased its efforts to train its own talent pool and improve its own corporate culture.

At present, PRD paint companies are no longer blindly expanding their production, lowering prices, and adopting methods that erode their own wounds while competing with competitors' products. They are constantly optimizing the quality of their products. Improve and eventually form a product qualitative change, so that the product's grade and technical content on a qualitative leap.

Now, the concept of “environmental protection and energy conservation” has been increasingly used by paint companies as a breakthrough in the qualitative change of their products. Each company's development is different, and the path and background of each company's development is not the same. Start from your own, do your own paint, take the road of specialization and specialization, and create your own brand.

In the Pearl River Delta region, many enterprises that used to be based solely on architectural coatings have actively transformed home and wood coatings in recent years. Although the financial crisis has reduced the exports of furniture and cabinets, the strong domestic demand market still makes furniture, etc. The sales of the industry have increased. "Backing on the trees and enjoying the cool weather" relies on the advantages of the industry to improve its own industrial structure. It is exactly the development path chosen by many PRD enterprises.

The market is always coexisting with risks and opportunities. In the face of the financial crisis, it is a good time for the PRD paint companies to save their strength and reshape themselves. It is believed that after some short-term adjustments by some excellent paint companies in the PRD, the development strategy will be more explicit and they will pay more attention to the quality of development. At the same time, corporate reports are no longer just focused on sales, but are more concerned with how to maximize profits.

Now, many powerful companies take this opportunity to accelerate the pace of their expansion, and some corporate CEOs have their eyes directly on acquisitions and mergers and acquisitions. The CEO of a well-known company once said that the financial crisis has caused the cost of acquisitions to be reduced, and companies that have not acquired any of the previous 10 million yuan can now be negotiated for a few million yuan, and there are also certain advantages in certain fields. enterprise. At this point, talk with them about acquisitions and mergers and acquisitions to obtain relatively low expansion costs, thereby integrating the company's resources to achieve rapid development and complete the overall strategic layout of the enterprise.

Perhaps after the Pearl River Delta paint companies have no advantage in policy support, but the Pearl River Delta's complete supporting facilities, unique human environment and the company's long-established cultural precipitation will allow the Pearl River Delta enterprises to become integrated after a short period of time. More robust.

Yangtze River Delta: Active mergers and acquisitions, strengthening of standards construction In recent years, the paint market in the Yangtze River Delta has been showing a healthy development trend, and its market share has steadily increased year by year. In addition to the continued healthy development of automotive coatings, which have certain foundations, the Yangtze River Delta region has also made major breakthroughs in the architectural coatings market. According to statistics in 2008, its market share in the national market is The 30% two years ago rose to 34%.

The paint industry has always been very competitive, so what is the future of the paint industry? In the face of market pressure, the paint industry has changed its own position. Only by understanding the development of the paint industry can it gain a firm foothold in a fiercely competitive market. The following Xiao Bian will take a look at the development of the three major producing areas in China.

In the current sluggish international and domestic economic situation, vertical mergers and acquisitions with the objective of optimizing the integration of upstream and downstream factors of production for domestic companies are clearly active, with an increase of nearly 2.3 times year-on-year. Horizontal mergers and acquisitions that are conducive to the strategic adjustment of the industry structure also increased by nearly 94% year-on-year. . As a branch industry of the construction industry, the paint industry has seen many mergers and acquisitions in recent years. The two major brands in the paint industry in the Yangtze River Delta region, Ou Long and Ivy, have participated in the restructuring and cooperation of multinational companies. This is a major measure taken by foreign companies and domestic companies to jointly and actively face the crisis. Domestic enterprises introduce foreign advanced management experience and capital, and foreign companies use the network channels of domestic excellent brands to develop. Judging from the mergers and acquisitions of joint-venture dealers, this merger has produced a number of positive effects, because the dealer's product quality is more assured, their agent brand strength is stronger, product variety is more abundant.

With the improvement of understanding, paint companies in the Yangtze River Delta region have gradually paid attention to corporate culture construction and technological innovation. Now, many paint companies in the Yangtze River Delta region have introduced “outside the brain” companies, upgraded their own corporate culture and management model, and at the same time promoted their own customers and promoted the promotion of business concepts together with customers. Many paint companies in the Yangtze River Delta have set 2009 as their own corporate standard year, requiring product categories to be standard, employee service standards, and departmental coordination standards.

Bohai Rim Region: exerting its own advantages and taking the characteristic development road From the level of production and application of coatings, North China is the birthplace of China's paint production and application. Shijiazhuang Goldfish and Tianjin Lighthouse are all old-fashioned people with nearly one hundred years of history. Enterprises, have strong scientific research and production capabilities. After the reform and opening up, under the impact of foreign companies and private paint companies in the south, these veteran companies have lost their lives and struggled, but in the end, they have undergone structural reforms and are forging ahead, which has rejuvenated the business. Some private enterprises in North China have been in the market economy. In the development and growth.

As the country’s key support for the Bohai Economic Zone, the economic potential is huge. The construction of the Beijing Olympic Project and the Caofeidian Supporting Industrial Zone in Hebei Province has created a very good development opportunity for the development of the paint industry in North China. At present, the sales volume of paint companies in North China accounts for less than 50% of the North China market. The huge market capacity provides a lot of room for the development of paint companies in North China.

With the progress of society, the marketization of division of labor is more and more professional and subdivided, and providing customers with more professional services is the key to winning the company. As a semi-finished coating, only by using the ability to reflect the performance value of the product, to provide customers with a one-step overall coating solution is the basis for the company to take the initiative. Coating companies in North China should make full use of geographical advantages, and start from the engineering design stage for key projects in the region, based on climate, sunshine, and geographical environment, and propose more competitive solutions. Qualified companies may consider tracking services before construction and during construction, adopting resident workers, construction process consultants, and sales assistants, or even directly undertake customer's painting work to meet customer specialization requirements and enhance products and services. The competitiveness of the service to win.

In terms of services, Nippon Oil and Dulux, etc. have taken oil resource reserves and training to the extreme, and it is unrealistic for domestic companies to adopt the same measures in oil workers. Domestic enterprises can expand their markets with featured services, and focus on the promotion of supporting programs and one-stop services. In terms of project operations, they provide customers with the most economical coating products for different substrates and coating environments, and they are good at pre-sales and sales. In China and after-sales service, detailed service contents and standards have been developed from the selection of various decorative materials, the guidance of the coating process, and the return visits to consumers after their arrival so that consumers feel value for money. At the same time, it has fully utilized the status of strong regional brands, regularly invited oil groups to carry out construction training seminars, strengthened emotional relations with oil workers, properly guided oil service, and maintained long-term cooperation mechanisms with oil workers.

In marketing, it must have its own characteristics to form the preferred brand in the coating market in a certain area, and at the same time, according to different decoration companies equipped with different grades of engineering products, achieve economies of scale. Nowadays, many paint companies in North China are making full use of their regional advantages while developing outwardly. In particular, high-value-added specialty products can be seen in all key projects in the country.

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