How Do Small and Medium-sized Paint Enterprises Break Out of the Dilemma of Existence

In the 1990s, it was China's fastest-growing 10 years in history. During this period, our oil consumption increased by 100% compared with the past, natural gas increased by 94%, copper increased by 189%, and aluminum increased by 380%. Zinc increased by 311%, and 10 non-ferrous metals increased by 276%. China is no longer a big resource country as people think. The excessive consumption of non-renewable resources has already sounded the alarm for China's sustainable development.

Due to the low entry threshold for paint companies, most small and medium-sized paint companies lack technical talent and innovation capabilities. In terms of upgrading, there is a big gap between "Made in China" and it will inevitably lead to difficult days and difficult survival.

To conduct an in-depth investigation of the development trend and direction of the paint market, we must do everything possible to produce products that can meet market demands and satisfy customers. To take the "energy saving, consumption reduction, emission reduction, low carbon" green paint development path. In order to solve the shortage of energy, China has clearly proposed to vigorously develop green energy, such as wind energy, solar energy, tidal energy, geothermal energy, as well as bio-energy alternatives for gasoline and natural gas needed by automobiles. However, these green energy sources need to be matched with paints, and also vary depending on the operating environment. To solve this problem, we must solve the following problems:

First, we must abandon the attitude of small and medium-sized enterprises in the past for product development. Many SMEs, when it is clear that a certain product will have greater development potential, their dominant ideology is to “take in the doctrine” and hope to adopt a formula or a process from a more advanced enterprise at home and abroad in a certain way. . There have been too many lessons in the past to know that formulas and processes that can be given to you are basically obsolete products or products that have reached the end of their market life. Formulas and techniques that have great market prospects are absolutely impossible for you. Therefore, it is absolutely not desirable to “get in your hands”.

Second, we must energetically cultivate the technical talents that we can use for ourselves. In particular, we must vigorously support the technical talents with innovative capabilities in this unit and create necessary working conditions for them, including hardware, software, and a good working environment. Only in this way can our company produce high-quality, high-level, high-value-added green and environmentally-friendly paint products.

According to the needs of the market and the country's development direction, we should make full use of the country's preferential policies, adjust its own product structure, eliminate backward production capacity and products, and accelerate the pace of product upgrading. Through the application of innovation and entrepreneurship, timely remolding of old craftsmanship and simple equipment will enable companies to step in a benign cycle, and advance to high-tech industries through technological innovation.

It is necessary to study laws and regulations, standards and directives at home and abroad so that the paint products produced and developed by ourselves can meet the requirements of the era in the environmental protection of coatings and the health and safety of people.

Strengthen brand building and increase marketing efforts. Many small and medium-sized paint companies do not really understand the meaning of marketing, never pay attention to the market's investigation and prediction, do not understand the direction and changes of the market, and what should be done before, during, and after the sale in the marketing process. Know how to cultivate, build and maintain your own brand and create your own independent marketing system. A company can step into a virtuous circle and quickly develop the most important two major events: one is to have high-quality products and innovative R&D systems that meet market demands, and the other is to have an excellent marketing team that can accurately Product market positioning, to find their best customer base, build their own unique brand, so that their products can get the profits they deserve, not just to sell the product.

For coating companies, especially for small and medium-sized paint companies, 2012 was a year that faced the adjustment of industrial structure and the upgrading of products. Under circumstances in which the domestic and international environment is not very favorable, how to adapt to the situation and quickly make strategic adjustments and practice Internal strength, and adopting active self-help measures, is a major event for small and medium-sized paint companies to get out of trouble and survive.