Coatings are still in the season of “cold and cool” and look forward to the arrival of 2012 spring

There is no snow in the winter of 2012 in Shanghai, but the Spring Festival of the Year of the Dragon is earlier than ever; in 2012, the Chinese Academy of Sciences predicts that the Chinese economy will maintain an 8.5% growth rate; in 2012, the China Coatings Association predicts that the paint industry in China will double Times of rapid growth in GDP growth; Also in 2012, last year's too-frequent winter of the property market caused construction paint companies to lose confidence in singing double-digit growth. In 2012, will the Spring Festival, which is earlier than usual, bring us a long-lost "spring" early in the paint industry? Or do we have to endure the long "cool season" season after the Spring Festival?

In recent years, China's paint industry has achieved a historical leap from the start of the establishment of the market economy to the development of the market economy. China's paint industry has achieved considerable development in many areas such as systems, systems, and marketing innovation. It can be said that with the RMB 4 trillion in infrastructure and investment, China's coating industry is fortunate: the fiery construction of the property market and the large-scale construction of the “Tie Gongji” have been followed by the construction of affordable housing to create a Chinese industry. The hotbed of rapid development. However, standing at the port of 2012, we look back in 2011 and we can clearly see that the most ideal hotbed of the paint industry is actually burning the "policy" of the rest of the temperature, and the remaining temperature will eventually become gray. If the Chinese government did not have a more aggressive economic stimulus and investment plan in 2012, the property market remains depressed, and consumers still lack spending power and confidence, then the paint market in 2012 may become more serious and more rational. However, the Hollywood blockbuster 2012 predictions are not likely to shine into the real world, but the high-temperature baking of the Chinese paint industry has entered an extremely important period, namely, the market integration period, the aggregation period of enterprises, the industry's sudden change period and The transition period of strategy. Capital, this factor will become even more important for paint companies in 2012.

In 2012, the capital market for China's national paint companies, or a number of suspense plots: Can the three tree paints that have been put into space from “Shenzhen Seven” enter the market smoothly in 2012? Did Chenchen Paint Group, whose IPO was previously rejected due to the environmental impact assessment, come to life at the last minute? Has Carpoly, who has been at the forefront, turn out to be the first to be listed on the market? The market potential of the Jiangmen government has been well-received, and Shanghai Aston Paints, which started out with exterior paints, has grown. When China's stock market hit a new low in 2011, the Chinese local paint companies chose the group's strength in 2012. But ultimately, who can finally break through and win the favor of the capital market? This somewhat repetitive and somewhat suspenseful plot still lifted the appetite of a large group of people in the industry.

In addition, what are the propositions that are worth looking forward to in 2012? Looking back, we may be able to look at the macroeconomic development trends. The characteristics of China's economic recovery over the past 30 years have determined the effectiveness of the product's core marketing strategy model. However, in the new era of “constructive growth” of Chinese consumption in the next 30 years, it is necessary to think in the strategic model of industrial marketing, and it is required to re Strategically reflecting on the business model of the company: Which of the products, channels, and brands is the core of the business model of the coating company? Product-dominated model or channel-dominated model or brand-led model, each model has its advantages. Each model is closely related to corporate resources and has a decisive influence on the future of coatings companies in 2012.

However, for Chinese consumers, on the one hand, the demand for high-end products continues to grow. On the other hand, the proliferation of additional functions for paint products has become more rational. After all, "anti-formaldehyde," "taste," "nanotechnology," and "negative ions" are all additional features on the cake. After all, the nature of the paint is still decorative and protective. Perhaps, we can think that if paint product innovation can be further integrated with corporate strategy and business model, that is, the introduction of industrial marketing strategy model, rather than the traditional product marketing strategy model, the effect will be greater.

From the calendar point of view, the Spring Festival in 2012 came earlier than usual, which means that spring will come late. For the entire paint industry, in the spring of 2012, it was difficult to perceive only the spring temperature. From another perspective, the lateness of this spring has also brought some positive factors to the company. Enterprises can try some new regional markets. Whether it is direct operation or direct operation, including expansion of market channels into areas not previously involved, increasing marketing efforts in high-end markets in first-tier cities, or some paint companies choosing channels to sink, etc. In 2012, companies All hope to occupy a larger market area and seize more market share.