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. Keywords three: talent
With the development and change of the market, the competition between enterprises and enterprises is the competition of talents. Who has the high quality talented person, who know how to cultivate talents, who have talent quickly copy method, who is the final winner. Because the development of paint industry is not a long time, industry really practical type of talent is less, and in recent years, the market environment is not good, business situation is not ideal, companies that are not, people feel there is no future for the enterprise, so enterprise personnel loss is very serious, due to not in the enterprise concentrated precipitation, it is difficult to develop and cultivate talents with practical operation type, who in personnel training has made a new breakthrough, who will be able to achieve breakthrough stage. In recent years, rapid development of the Nippon in personnel training is a remarkable place. This also prompted the state legislature quickly in the paint industry will emerge a reason to. Therefore, enterprises should want to be more healthy and long-term development, be sure to have a set of talents training reserve method. (such as: before the author services step by step, in personnel training to do well every year to recruit many high-quality graduates from the school, for these graduates phases in a rhythm of graduates with their own tailored to create training plan, so in backgammon, feel very strong Bubugao enterprise culture, Bubugao enterprise culture absolutely is not an empty talk, but to really go deep into the enterprise of each person's spirit inside)
Key words four: Resource Integration
Apple's mobile phone was born, we should be no stranger to the concept of integration, the integration of the force will not produce doubt. So in our paint industry appeared a lot of considerable strength of the enterprise. But cross border paint, the performance of these enterprises in the field of paint is not ideal. Performance is not ideal also belong to the normal phenomenon. Whether it is marketing or production is in accordance with the original experience to operate, no matter how the market, first large-scale investment, self built factory and production line, production line to adjust to the normal operation of the need for a long time, not to mention the lack of experience, and customized products related to link more, process is longer, handling personnel is greater, a link problems, it will affect the the progress of the whole process. Therefore, as a cross-border brand to be a breakthrough, we must carry out the integration of resources. Don't blind to build factories, buy equipment to build the pipeline, initial stage should be to the acquisition of some in the manufacturing field of very smooth enterprise to produce, through a period of running, the related technical personnel culture, sales reached a certain size, this time can consider expanding the scale of production. Fix the production, sales have can open up a new situation, we should also strengthen the integration of marketing personnel, the premise of the integration of marketing personnel is to have a clear business ideas, combined with business ideas to do a good job of talent planning for a certain period of time, don't expect to recruit a group of people can immediately open up the situation, enterprise if too impetuous is very difficult to have a breakthrough. Must have a long-term talent training plan, know how to integrate all the resources of the parties. Also with changes in the market environment, consumer spending habits also in constant change, sales channels to appropriate integration when it reaches a certain amount can cause a qualitative change.
Vagaries of the market, manufacturers businessmen to moving with the "city" to follow the market's footsteps, faced with crisis, the market environment more to know how to recognize their own situation and its environment, only to find their own strengths and weaknesses, through appropriate measures to compensate for their weaknesses and unlimited play their own advantages foster strengths and circumvent weaknesses, in order to enhance their core competitiveness, in order to in the tough market environment find their own survival.
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