Hotspots: Many coatings CEOs talk about business

China's domestic paint companies seem to have learned to start using their own topics to talk about themselves, and innovative marketing techniques have emerged in an endless stream: China Resources Paint's Magic Paint, Mei Tushi's celebrity endorsement, Garbo's enthusiastic public interest and three trees' 100,000 collection print ads. The design, these have made this year's coating companies go to the top of the home industry topic. Local paint brand companies are also paying more and more attention to the unlimited business opportunities brought about by innovative marketing.

Once upon a time, these propaganda techniques were still the method used by the world's big companies, but they are now being used by local paint companies. China's paint companies have recognized the importance of marketing innovation, and the maturity of corporate marketing is increasingly deepening.

Brand paint companies attach importance to marketing innovation Nippon, Dulux Talk experience Domestic paint companies from the successful case of international companies saw the potential business opportunities brought about by innovative marketing. In the advertisements of Dulux's advertisements, Dagou and Nippon’s net odors, as well as the environmental protection concept of Du Fong Lacquer, these international brands’ slogans have become part of their brand and have even become deeply rooted. The unique marketing concept is a good product. The promotion has played a icing on the cake.

The general manager of China Resources Paint Promotion Department knows that “finding the marketing method suitable for enterprise development is no longer a unique propaganda tool for international brands.” Yu Chao, general manager of Huarun Paint North China Promotion Department, believes that Chinese domestic paint companies are learning successful experiences. , while studying marketing methods suitable for their own development. This time, China Resources Paint and Disney jointly launched "Xiaoxiang Paint", which is to create more happiness for Chinese children by injecting Disney elements into home painting.

To meet the needs of individuality, it is necessary not only to identify the customer groups, but also to adjust the marketing direction according to the preferences of the customer groups and to meet the deeper needs of consumers. Zhao Yan, Marketing Director of China Resources Coatings, stated that companies must meet the rigid demand of consumers by upgrading their products and services. For example, the "magic paint" campaign that has been widely promoted throughout the country is to provide children with a warm and beautiful childhood through the cartoon characters' patterns and scenes. This is what CR Resources said through the re-upgrade of products and services to meet the deeper needs of customers.

In the United States, Tu’s experience is that, in addition to the popular brand promotion, eye-catching celebrity endorsements are also a good opportunity for paint companies to promote their brands. Mei Tushi paint also fancy home industry advertising darling Jiang Wenli, hesitate to hire stars to do spokesperson, and strive to rapidly increase brand awareness. To this end, Mei Tushi told the media that when many paint companies in the paint industry were worried about the continued decline in the property market, Mei Tushi was demonstrating people's vitality and confidence in the hegemony market through effective marketing strategies.

"For any company, the unsmooth sales channels directly affect the company's operating performance, and the smooth marketing channels directly depends on whether it can meet the needs of consumers." Mei Tushi proposed a Segmented market's three-dimensional sales model, they launched different marketing concepts for different customer groups, and solved the dispersed and chaotic situation in circulation.

The experience of three trees to meet the individual needs of consumers is one of the important conditions for the survival of the company. Under the adversity of the Three Trees, millions of dollars were placed in advertisements. The US Tushi segment established a three-dimensional sales model targeting different customer groups. These major actions were all aimed at pursuing the brand awareness of paint companies and satisfying the individual needs of consumers.

The paint industry has great business opportunities in the face of adversity. Industry insiders pointed out that although this year's big situation has brought some trouble to the expansion of some companies, the paint industry still has a bright future.

Industry experts said that from a technical point of view, China's paint products have basically met all the requirements for home and project production, and they are fully able to meet consumer demand in terms of environmental protection, color, collocation, and construction technology. And more suitable for our country's national conditions, suitable for the aesthetic needs of our consumers, and more cost-effective. These have become China's domestic paint companies have a unique advantage.

According to sources in the industry, although the technical barriers in the paint industry in China are not high, there are many workshop companies that seize the market share of some brand enterprises. However, as the global financial crisis continues to reshuffle the paint industry in China, the remaining companies will ultimately be those with core competitiveness. Those enterprises that do not have their own core technology and service concepts will “have a hard time”. In particular, from the perspective of the competition in the past two years, the consolidation and reshuffling of industry mergers and acquisitions is intensifying.

According to statistics, China's paint market concentration is too low, which requires more "adversity" to help the market "survival the fittest." According to the data of most countries in Europe, the market share of brand paint companies is mostly over 50%, while the market share of domestic paint companies in China is still minimal, and the potential for future development is huge. This requires China's brand coatings companies to strictly control product quality, improve brand awareness, and do a good job in product service. There are opportunities not only for the crisis but also for danger.

Coating companies have realized the importance of marketing innovation and the maturity of corporate marketing is deepening.