In 2022, coating enterprises should clarify the brand development direction

In the era of overcapacity, consumers have gradually become the core of the market. Enterprises have gradually realized the favorable position of brands in market competition, and regard brand development as one of the important strategies for enterprise development. However, as early as the first decade, China's coating industry began to pay attention to the shaping of brands and the influence of brands in society. However, a considerable number of brands have disappeared with the changes of the times. What's the problem? In the final analysis, the development of the brand has not kept up with the needs of the times.

Brand attitude determines the development direction of enterprises

Chinese coatings is still an industry with many enterprises and brands as the main body. It has developed from single product competition to comprehensive competition of brands and enterprises. The multi-level, multi structure and diversified consumption capacity of China's market consumption demand determine the diversified product structure and brand structure of China's coating market. The objective existence of high, medium and low market consumption demand determines the diversified competition, namely brand competition, cultural competition, product competition, price competition, service competition and marketing system competition. However, if the industry focuses on price competition for a long time, it will inevitably lead to the waste of resources, energy, capital and manpower. The trend of healthy development should gradually transition from product price competition to enterprise brand value competition, and from low price competition to high value competition. The attitude of enterprises towards brand creation determines the direction of enterprise development.

Brand development needs to focus on terminal market communication

In fact, up to now, a considerable number of enterprises in the coating industry only focus on price competition and ignore brand competition. They think that brand construction is the business of large enterprises. They are just making a product and blindly playing the market with the product price advantage. In the end, consumers and the market only recognize the product and can't remember your brand. In a word: product development is not based on brand development, and brand development lacks Sustainability Planning and maintenance. A good brand focuses on the planning and construction of the brand, especially the dissemination and cultivation of the terminal market. At the same time, it can be responsible for the society, consumers and enterprises.

Brand positioning is not slogan communication, but how the overall system carries out substantive actions around brand positioning, how to expand the brand influence of various channels and promote the promotion of brand and product sales. The construction of brand is the construction of brand culture. It needs an accumulation process. There is no shortcut. Only correct ideas, closely follow the needs of market terminals and take substantive actions can we really do a good job in brand development.