From the point of view of being in the first year of a new century of coatings, the coatings industry in 2016 is special; but judging from the overall development history of the coatings industry after the reform and opening up, , the coatings industry in 2016 only increased the single digit number of the more than 30 years of counting time. However, whether it is special or ordinary, the two time curves connected by 2016 all reflect a common feature – marketing and marketing are not the core of the company’s continued sustainability, but technological innovation is.
The most direct reflection of this problem is that – various data indicate – China has become a major producer and consumer of paint in the world, but it is far from being called a “powerful country” in paint. ”, and in the process of competing with foreign brands, it has never been able to get out of the low-end product field and has been stuck in the quagmire of “low profit margin” for a long time. As a result, a small number of foreign brands with core technologies and products occupy 2/3 of China’s market share, leaving only the low-end market for domestic coatings that is gradually “marginalized”. It’s true that “the gap between technologies is bottomless.”
What’s more serious is that these foreign brands not only possess core technologies, but also have continuously upgraded technological innovation capabilities. Therefore, in areas such as the secondary recoating market, urban integration, and auxiliary materials that release new business opportunities to coating companies, they always seize the opportunity, quickly launch an offensive, and complete the layout in a short period of time. Often, before many domestic companies can react, the new field is already crowded with products and channels launched by foreign brands specifically for this regional market.
It is true that in the early stages of development of China’s coatings industry after the reform and opening up, low-threshold entry conditions and high-return economic dividends have allowed many companies entering this field to only need By mastering simple coating formulas and techniques, you can reap huge profits in the low-end market. This makes domestic paint companies lack the power and sharpness of technological innovation in their genes. But this cannot be a reason or excuse for companies to fight endlessly in the low-end market and eventually be eliminated by the market. After all, there are still some domestic coating companies that regard technology as the life of the company, overcome various obstacles and difficulties, and continue to work hard on the road to mastering core technologies through independent innovation.
Currently in the paint industry, product homogeneity is the most common and widespread phenomenon. Therefore, seeking differentiation in technological innovation has become the main direction for many companies that hope to achieve breakthrough development through technological transformation, and it is also a useful weapon for companies to compete in the market. As for outstanding companies that have withstood various crises and tests and made achievements in technological innovation, both their understanding of the industry and their control of the company’s processes have entered a higher level of understanding. For these companies, concepts such as the allocation of industry resources, the depth of marketing, the breadth of channels, and the artistry of construction have new meanings.
In China, coating companies are mainly small and medium-sized. For a paint company that is not large in scale, as long as it believes in the principle that “technology is the primary productive force”, although it cannot make achievements in all product fields, if it can focus on research and development in a certain product segment, , Facts have proved that it is also possible to master the core technology of a certain field and have unlimited innovation capabilities in this field. Because of these investments in technological innovation and the eventual milestone breakthroughs, the company may also become a leader in the coatings industry in this field.
Therefore, technological innovation capability is the only beacon that is always on for an enterprise, and possessing unlimited technological innovation capability is the highest dignity of an enterprise. Because as the times and policy environment change, the marketing model will change and the market shape will also change. But no matter how these modules change, technological innovation will ultimately determine at which brand level the company will deploy these modules. What’s more, these modules themselves will eventually serve the productivity created by technological innovation.
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