The situation of brand competition in the domestic coatings industry is relatively volatile. Nippon and Dulux still occupy the leading position of China's high-end brands, and Carpoly is close behind, setting off the banner of national brands. Bardez, Zhanchen, Mei Tu Shi and other well-known brands are behind, although there are gaps in sales and number of outlets with the top three, but like Carpoly, it is also a well-known brand in the industry, and ranked third. The distance of the company is not as far away as you might think. Similarly, there is no fundamental gap between other domestic brands and the above brands, which means that every standard coating brand still has unlimited opportunities. How to seize the chaotic space of this brand and quickly enter the position, become the most worthy of the future development of the paint brand.
First, each paint company is almost trying to build its own brand, and will find the difference between their respective grades and their main competitors as the starting point of the corporate strategy. But many paint companies often make the mistake of seeking product differentiation rather than brand differentiation. In addition to price differences between brands, it is difficult to distinguish brands. In this way, the market and consumers will position the brand according to the price of the product, forming a low price is to resist, high price is a high-end brand impression, if there are high, low and low, then all brands are the same, just heard Or the difference that has not been heard or used before, this situation has largely hindered the implementation of brand marketing. This is the core problem that Chinese local paint brands are difficult to cross from well-known brands in the industry to become well-known brands.
Brands include brand core values ​​and external performances. The differentiation between brands is to differentiate between brands by positioning. The positioning of the brand is based on the needs of the target market and its own advantages. In other words, to identify the target market, compare with competitors, find their own advantages, combined with market demand through the performance of a certain aspect of customer demand characteristics, combined with the advantages of the company to form the core value of the brand. However, China's local paint companies have no knowledge at this point. What's more, in addition to health or health, in addition to environmental protection or environmental protection, the core value of non-intentional value, because most Chinese local paint companies are like this, we are not convenient to name name.
Secondly, the branding and dissemination of the brand must first solve the positioning problem for the Chinese coatings industry. What will be solved later is the relationship between the brand and the product. Whether this problem can be properly solved depends on the successful implementation of the brand strategy. For the relationship theory between corporate brand and product brand, we will not elaborate. We can draw the conclusion that the long-term development of Chinese paint brand enterprises requires the strong support of corporate brands, and the operation of product brands alone will encounter bottlenecks in development. This is worth pondering for many Chinese paint company owners.
Finally, in the field of Chinese coatings, companies' understanding of the role of the media is deepening, but there is no concept of public relations. In the case of such a messy brand, it is difficult to establish a unified image of the brand, ignoring the power of the media and public relations. It is necessary to make good use of the operation of public relations and media to accelerate the spread of the brand, and to rapidly expand the brand awareness of the company.
In addition to regular reports, companies need to create news events and let the media report on their own initiative. It is best to be sensational. For example, in order to ensure the quality of the products, Haier destroyed many unqualified products. The media reported that it has expanded rapidly. Haier's brand awareness and reputation, similar incidents in the coatings industry, such as product recalls based on consumer responsibility, but most companies do not know how to spread, more is to worry about the negative impact and quietly . In fact, if such an event is properly used, it will save a lot of cost for the brand's shaping, the brand's reputation will also rise, and it can quickly distance away from the opponent.
It can be said that in addition to doing a philanthropy, companies in the industry no longer have any public relations relationship. In fact, the current development of China's coatings industry is very irregular. If any company stands up, do something for the industry's norms, such as a brand company to take the lead, cooperate with relevant government authorities, formulate industry development norms or draft industry development white papers. It exerts influence on the development direction of the industry. Such actions have a public nature, and the impact will be very large. The benefits brought about by the shaping and construction of corporate brands are self-evident.
In short, the paint industry has developed to today, the competition between enterprises has risen from product concept and marketing means to the level of brand building. Under the premise that the basic skills are not much different, enterprises that are good at building brands and building brands will have a brighter future. .
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