Olympic Games, Asian Games, World Expo and other large gathering held, the state has increased investment in infrastructure funding, with the gradual improvement of infrastructure, matches the infrastructure of property and real estate, become abnormal popular and unpopular, real estate thus into the high-speed development period, the rapid development of real estate has also led to the development of real estate related upstream and downstream enterprises, this is beginning of the coating of a period of rapid development, paint industry profit rich and belonging to the sunrise industry, more and more attention to and investment in the industry. The number of upstream manufacturers and downstream distributors have sprung up like mushrooms. The global economic crisis of 2008, bring the post crisis benefits in the second half of 2010 reflected blindly into the paint industry manufacturers and merchants began to experience the effects of the crisis the, in order to survive a fierce vicious competition which kicked off. The competition to the final result is certainly a life-and-death struggle or suffer as can be imagined. Then the face of adverse market environment, do to paint companies or dealers how to deal with the crisis, in the crisis to maintain their own core competitiveness, eventually come to the fore in the competition, I think can be from a few aspects to consider.
First as a professional paint manufacturing enterprises, in production and manufacturing technology is relatively mature, usually because the boss of its strength and different ideas, the speed and scale of enterprise development will appear bigger difference. As the Optima sales exceeded second times the number. Better economic environment, like a professional paint companies, can be a cup of soup in the market, but with the bad market environment, the cake gradually become smaller. As a professional small and medium enterprises, began to reduce costs, cut corners, the rapid decrease of performance in the terminal market is in the sales price, thus forcing the industry's rapid decline in profit, dealers profit to glide, the corresponding services will also be discounted. Consumers are increasingly biased against the industry, so that the development of the entire industry is unfavorable. (such as early small household electrical appliances is a typical example, a period of rapid development, the manufacturers competing price, lead to the final profit is very modest, terminal distributors in order to avoid losing money, only to give up the corresponding category distribution) so that the final result is to accelerate the industry's death. Because as a professional paint enterprises, should take on the task of maintaining the healthy development of the industry. In the face of the bad market, we should strengthen the analysis of the advantages and disadvantages of their own enterprises, find the survival rules in such a market environment:
Keywords: subdivision
Product segments, such as a brand in the coating has a strong advantage, should strengthen the development and promotion of coatings, focusing on the paint production and sales, and not widely, a variety of materials to production and sales, this result is enterprise is not competitive, finally will be dragged down by the market.
Second, market segments, such as production of a certain brand of equipment is relatively backward, production costs relatively low, texture and beauty products is relatively poor, as a small market of paint and other commodities is in demand, if a good grasp of this market potential is huge.
Third, sub channels, if the brand positioning in the mid-range price, for the current market environment, in large and medium-sized cities, relying on large stores will be the best choice, first in big cities make influence refining corresponding operating points and ideas again through the city surrounded by rural areas gradually infiltrated into the next level of market. Currently brand awareness with the exception of the EU to send, the rest of the brand are basically local influence is larger, so the if choose self franchise stores is indeed wrong, the final result is self store poor profitability, funds are not strong dealer is prone to funding strand breaks can not continue to operate, the last is certainly lead to the failure of the strategy of the enterprise.
Keywords two: laying a solid foundation
In the high-speed development in recent years, enterprises pay more attention to how to break through the sales, and for enterprises to keep sustainable and healthy development of the basis of the relevant work on low. That is why crisis a result, many enterprises feel pressure is very large, because they do not have the core competitiveness, but also has many enterprises in this stage will be harsh environment eliminated. As a leading enterprise in the coatings industry should guide the industry as a whole brand solid foundation, increase the enterprise's core competitiveness of the upgrade, the development of some industries have corresponding standards, such as installation and after-sales service inspection standards) by these standards are formulated to standardize enterprise behavior, improve the threshold of the coatings industry, wants to enter the merchant or dealer to voluntarily improve the quality of their own. Only the basic strength of the entire industry brand has been promoted, with their own certain core competencies, the overall quality of the industry has been improved, the whole industry to be healthy and orderly development of the long.