In the past 30 years, there has been no new products in the paint industry. The situation that latex paint is in the whole world is gradually broken by wallpaper and diatom mud. Many paint brand stores can not enter the high-end home building materials city, but wallpaper and diatom mud are easy to enter. Almost all the middle and high-end home building materials in the city have the figure of wallpaper and diatom mud. Even the strong paint brands such as LiX, Dole X and SankeX have disappeared. Most importantly, paint distributors in many areas have also begun to transform to wallpaper and diatom mud industries, abandoning the paint business for many years, for the reasons of hard operation, thinner profits, too fierce competition and so on.
Is it true that the paint industry is watching its numerous dealers gradually leave? Does the paint market begin to decline? The answer must be No. In the mature market of Europe and America, the coating of motor painting line is still the first choice of wall decoration materials, and the market share is the first. Wallpaper can not be shaken at all. It is said that today in Europe and the United States is China's tomorrow. How can China's paint be reversed?
Let's talk about the enemy of paint. Why does wallpaper and diatom mud stand out?
Purification air supply system
First, the original attributes of paint products invented are gradually forgotten by consumers. The interior wall latex paint products which are most widely used in coatings have not changed greatly from invention to the present. The level of consumption has not improved greatly in the past decades. Consumers define coatings products as hard-fitting products of building materials rather than household products. It is indeed a necessary product for every household to decorate. Product, but not the most important product. Even classify coatings in chemical products, so when consumers buy coatings, the first sentence is often: Are your coatings environmentally friendly?
Is it that consumers do not attach importance to the decoration of walls? Of course not. Otherwise, why wallpaper and diatom mud products are becoming popular with consumers? Wallpaper was born longer than paint latex paint. I remember in the 1980s, many Chinese families used wallpaper for decoration. In that year, the interior wall latex paint was a high-end product. Many consumers chose cheaper wallpaper because of economic considerations. There were many disadvantages of wallpaper, such as obvious joints, environmental protection and several uses. Years are easy to fall off. In recent years, with the progress of science and technology, wallpaper products have been reborn and reshaped to solve the problem of environmental protection, and more diversified styles to meet the needs of different consumer groups, low and high-end products are available, especially high-end products, if calculated according to the price per square meter, at least 10 times as much as latex paint. But it is still acceptable to consumers.
In addition, diatom mud products and wallpaper have the same advantages and disadvantages. They are not only more environmentally friendly in material, but also solve the safety problems of consumers'home environment. Purification of air supply system provides consumers with richer decorative effect. So paint latex paint and wallpaper diatom mud contrast, immediately showed a weak, even if the price is low, it will not help, because the price is not the key to the problem.
Chinese wall decoration materials, a brother of the interior wall latex paint, is it helpless to be gradually overtaken by the younger brothers? Looking at wallpaper shops, diatom mud shops are big and beautiful, neighboring high-end floors, cabinets, bathrooms and furniture, while paint shops are gradually marginalized, and have to survive in building materials supermarkets or low-end building materials wholesale markets?
Faced with the pressure of wallpaper and diatom mud, the paint industry is waiting to die? Yesterday, a visit to a new paint brand in Germany, which entered China in a few months, broke the bottom line that the paint industry had never imagined: first, abandon the paint exhibition, and high-profile participation in wallpaper soft assembly exhibition; second, dig a group of business elites from the cabinet, wardrobe, floor ceiling and other industries to attack the ground; third, accumulate; Two months later, the first China Merchants Conference was not held in a high-end hotel. It was only arranged in a rough row in the conference room of the factory. Four intentional distributors were all responsible for their own round-trip tickets. It was so many incredible, but all 18 city distributors on the scene rushed to sign contracts, queue up for payment, and it was the first full purchase! The most inconceivable thing is that most of the dealers are from wallpaper and diatom mud industries.
The paint brand and the threshold is not low: not less than 80 square meters of exclusive stores, location must be high-end building materials City A, distributors can not be less than 3 million financial strength, must have more than 10 teams, the first batch of purchase funds must not be less than 300,000! All kinds of non-mainstream, so that many senior paint people can not understand.
A team without experience in the paint industry, a group of dealers without experience in the paint business, a high investment policy relative to the paint industry, but subverted the traditional paint industry, and fought a successful counter-war. What is the reason?
Individuals make a simple and objective analysis from a bystander's point of view, although the model is not all desirable:
1. The product line of this paint brand is not traditional latex paint, but mainly texture paint which is popular in Europe and the United States. The three-dimensional texture of composite color itself has a strong sense of display. Sales data in Europe and the United States also attracted operators, although this kind of product has long been common in China, many paint brands are also. Owning the technology of these products, and developing and listing them, but often become substitutes, so that substitutes become the main force, in line with the most basic positioning theory;
2. The model of barrel selling was the innovation of latex paint products at that time. It replaced zero copies at least in the 1990s, but since then, as Chinese consumers, few foreign consumers.