Cheap wallpaper to "Lian" winning paint companies how to take the move?

In the concept of many owners, wallpaper has always been synonymous with high-end decoration. It is generally believed that "wallpapers are good-looking but too expensive." This has led most families to use cheaper latex paints to decorate the walls. However, in the last two years, the large-scale production of wallpaper in the country and the increase in sales competition have caused a substantial drop in the price of wallpaper. Many newly-opened wallpaper stores have introduced products that are more economical than latex paint. With less cost, buy a good product with both color and quality. Industry sources said that the era of cheap wallpaper has come.

Wallpaper as one of the wall decoration materials and paints equal shares, and set off a new trend of decorative landscaping home, the use of wallpaper as a wall decoration is increasingly common.

Wallpaper originated very early, and in the 14th century Europe already had early wallpapers. In the 15th century, there were expensive leather walls. In the 18th century, paper wallpapers that were first made in the UK appeared on the market. Since then, wallpapers have become popular around the world. Especially in modern times, with the development of technology, the variety, material and performance of wallpapers have been greatly improved. The new wallpapers are not only colorful, but also simple to install and clean.

In recent years, the domestic wallpaper industry has developed rapidly. Many wallpaper brands have appeared in the decoration building materials market one after another. The price of wallpaper is also declining due to competition in the industry. More people are more willing to choose wallpapers during the renovation. The use of wallpaper will become the mainstream of wall decoration. More than 60% of households use wallpaper in Europe, America, Japan and South Korea.

Many consumers believe that paint is the most affordable way of wall treatment because it is inexpensive. However, people in the industry said that the price of some latex paints may seem slightly better than that of wallpapers. However, when used for a long time, wallpapers are actually more affordable.

It is understood that the price of the wallpaper ranges from a few hundred dollars to several thousand dollars. According to the sales staff, "The price of wallpaper is becoming more and more reasonable. If you want to decorate the whole wall with wallpaper, the cost will be several times higher than latex paint. For example, a 60-square-meter house needs about 2,000 yuan of latex paint. If you use a wallpaper, it will cost about 5,000 yuan. This price will shut out many low-budget consumers, but now with the increase in the number of wallpapers, it provides The choice of many different price points, the overall budget for using wallpapers is relatively reasonable, and consumers using wallpapers naturally have more.” In addition, in terms of mid-range wallpapers, the price of a roll of wallpaper is approximately between 100 and 200 yuan. According to a small volume of wallpaper to do 5 square meters of wall count, the price per square meter is 20-50 yuan. If you come across a big discount, some nice wallpapers will cost as low as 10 yuan per square meter.

The growing popularity of wallpapers is another important reason why wallpapers are becoming increasingly popular. There are many kinds of wallpaper on the market, for example, plain paper wallpaper, plastic wallpaper, non-woven wallpaper, natural material wallpaper, metal wallpaper, etc. According to sales personnel, the common two types are plain paper wallpaper and plastic wallpaper. With the "green decoration" becoming an inevitable trend of decoration, the wallpaper is also developing into environmentally-friendly materials. According to professionals, non-woven wallpaper is the most popular new type of green environmental protection wallpaper material in the world. It is a kind of wallpaper made of non-woven natural fiber such as cotton and linen, without any polyvinyl chloride, polyethylene and Chlorine, when burned completely, produces only carbon dioxide and water, without the strong black smoke and pungent odor produced when the chemical element burns, and the decorative effect is very good.

The person in charge of the wallpaper stated that the normal use time of the wallpaper is 7-8 years. Latex paint will take 2-3 years to re-apply it again, especially if the door frame is touched by more people. The latex paint is more dirty, but the wallpaper is easy to scrub. In the long run, the cost of the two inputs is quite similar. In addition, we have a lot of low-priced wallpapers, and the color is very good to ensure quality. The cheapest one is only 8 square meters, which is cheaper than many latex paints.

At the same time, industry experts said that with the wallpaper market toward open and flat prices, some inferior products have begun to flood the market. Consumers should be screened when choosing wallpapers. It is recommended to buy mature well-known brands and stable businesses.

The big brands can not only guarantee the environmental quality of the wallpaper, but also provide customers with special accessories and professional construction guidance, so that the life of the wallpaper and the actual paving effect can be optimized. Second, high-quality wallpaper products are usually made of pure wood pulp paper or velvet fiber as the base material, which not only has no adverse effect on the human body, but also has better air permeability and sound absorption than coatings.

At the same time, many consumers cannot fully consider the reasonable combination of wallpaper colors and materials when they choose their own wallpapers. Experts suggest that when choosing a wallpaper, listen to the recommendations of designers or professional wallpaper sales personnel, not only considering the color of the front of the wallpaper, but also taking into account the entire decoration style, color and furniture accessories. Make the wallpaper really play its decorative advantages.

The price of paints and paints in the paint industry continues to break through. In the name of "the world's factories," China's manufacturing industry is mostly mixed. On the one hand, it affirms the importance and status of the Chinese market, and on the other, it also means products. Most are low-end areas. For China, the process of “urbanization” does not solve the problem of low peasants’ spending power.

The development of China's paint industry in 2010 mainly presented two characteristics:

First, the rise in building materials, paint paint prices have risen prices fell;

Second, the city's demand has become saturated, and the rural market has become very hot.

At the same time, fast-food consumption psychology has also spurred the city's low-end market, such as the cottage mobile phone, to cater for such a low-port flavor. This is why the "cottage" has been rampant in recent years. At the same time, the Chinese paint industry did not escape the curse of “low end”.

The low-end market hot-selling “screams” that the price of paint and paint is in the doldrums. Low price is the biggest advantage of low-end products. Therefore, in the low-end market, it is very easy to open the market and capture consumers’ hearts, which can help companies to open the market well in the initial stage. And return the funds. It can be said that the future low-end paint market is a game of risk and opportunity. With the development of the company, if it is still intoxicated in the low-end market, then it is likely to be a trap, and it may be accidentally left in the mud of the “low-end”.

Here we look at a set of data:

The first is the dramatic decline in the prices of paints and coatings. According to the survey data from the National Bureau of Statistics, in 2009, the home improvement market in Hebei Province and Yinchuan City had a good momentum of sales. Prices of most housing and decoration materials increased compared to the previous year. Among them, the price of building houses and decoration materials in Hebei Province increased by 1.9%, while the paint dropped by 3.2%. The price of building houses and decoration materials in Yinchuan City rose by 1.9% from the previous year. However, the price of paint decreased by 1.6% over the previous year. In other words, after the collective price increase in the renovation of building materials, the paint and coating market has seen a concentration of “diving” in 2009.

Followed by the rural-based low-end market Anglo speculation recently on the "building materials to the countryside" has been written into the central "Number One Document" news has been reproduced in many media, some media said that "building materials to the countryside" is following "home appliances" After rural areas and “automobiles went to the countryside”, another major measure to expand domestic demand, many people in the paint industry also believe that with the “running to the countryside”, a broader rural market will be developed. Of course, when it comes to going to the countryside, the price will naturally have to come down. In fact, the prices of first-line brands such as Dulux, Dufang, and Nippon's full-scale “net flavor” and “to formaldehyde” coatings are much higher than those of the third-line brand products.

In the case of limited purchasing power in rural areas, a prominent contradiction is difficult to solve: high quality, high prices, low-end rural consumers can not accept; low-quality, low prices, paint companies can not protect the profits. Has it been appropriate for paint brands with the aim of "high-end" to move to low-end markets? Opponents are mainly worried that this will damage their high-end image for the first-line paint brands. They also worry that they will spend a lot of manpower and material resources to win some low-end market, but they will lose their dominant position in the high-end market. However, most of them agree with the opinion that wisdom is that, on the one hand, because the paint market in China is becoming popular, consumers of architectural coatings will also be concentrated in the low-end and middle-end markets. Appropriate attitudes should be lowered, and it is advisable to enter the middle and low-end market. On the other hand, for many front-line coating brands, a strong brand image and years of accumulated technology are all advantages.

In the low-end market, the price is an important factor for consumers to make purchase decisions. To go to the middle and low-end paint market, the price must not be too high. According to Philip? Kotler's point of view, when setting prices, there are three main considerations: First, the cost, the second is the price of competitors and the price of substitutes; Third, the customer evaluates unique product features. For paint brands that already have a certain advantage in the high-end market, it is clear that these three aspects need to be taken into consideration. In addition, the low-end consumers are also more sensitive to prices.

The price is one of the most important means of dividing the market grade. Opening up the middle and low-end paint market should be done at the same level as the medium and low grades, and it is in line with the expectations of consumers. Actually, attentive consumers may also find such a problem: Nippon Paint, which has always been a leader in the Chinese paint industry, was launched in the middle of 2009 with a "high net effect, five-in-one," high-profile listing and a relatively low-key launch. The series of "three in one", "two in one" paint products. The paint products that are rarely seen in advertisements of TV, Internet, and print media, which are overwhelmingly present in Nippon's overwhelming majority of countries, are the low-end markets that focus on the countryside and are relatively inexpensive. Another example is the classic paint that has always been the target of occupying first-tier cities. In the economic downturn of late 2008 and early 2009, the advertisements shouted “classic paint, blue cover, shocking prices of 138 yuan,” which attracted a large number of Consumers.

These cases also proved that targeted low-end prices do not have a negative impact on the high-end paint brands. Instead, the positive image of the people has been continuously improved.

The "brand effect" of domestic small and medium-sized paint companies

Under the fierce market competition of China's local paint companies, China's building materials coatings companies are facing the following status quo, there are several essential tricks to make the company bigger and stronger.

1. Current status of paint brands There are more than 8,000 domestic paint companies, and there are more than 10,000 paint brands. With so many paint brands, consumers clearly cannot remember one by one. Therefore, some people say that today's paint market is an over-competitive market. In fact, the paint market is actually more than an excessively competitive market.

Nearly 10,000 paint brands have complicated relationships, brand planning and marketing methods are different. This is doomed to the excitement of the paint industry. Although the paint industry is flourishing, from the perspective of consumers, so many paint brands are In their eyes, there are only two types. One category is based on foreign brands, such as "Nippon", "ICI", etc. Most of these brands are strong and their history is relatively long-lasting for domestic paint companies. They rely on "preemptive" to win, in various media. Advertise ads to promote consumer purchases based on the brand’s own popularity and reputation among consumers. The other is based on the domestic “China Resources” and “Jiabaoli”. Although they are not as strong as foreign paint companies, they are familiar with local culture, coupled with their own excellent product quality, use this advantage to promote themselves, and thus pull Near and distance between consumers. In other words, whether foreign brands or domestic brands are worth mentioning, there is not much difference in the eyes of consumers. It is nothing more than a surname "foreign" and a surname for "nation". What kind of product is willing to be purchased? For the consumer's own desire to buy.

2, the market brand "blank"

Outside these two types of products, it is the market for domestic small and medium-sized paint companies. Although most of them also have their own independent brands, compared to these well-known brands, their influence among consumers is also significant. Far from enough, there is no certain branding effect. Therefore, they are “seizing survival” in the market. In the case of a drastic decline in the profits of the paint industry, if they are competing against the industry's bottom line as if they were competing against the price of products a few years ago, it is obviously not a wise move. In marketing, price competition is a low-level competition, and it is a double-edged sword. Dancing does not hurt yourself. Therefore, for small and medium-sized enterprises that do not have much strength, price competition will only drag them down. Is there no way out for small and medium-sized paint companies? Certainly not. "Barely meets the brave winner", as long as the product's market entry point is identified, together with a good brand promotion strategy, small and medium-sized paint companies will not only be eliminated by the market, but also may become stronger and bigger. Any company is from small to large, and brands have developed step by step from scratch.

So specifically, how should we do it? The first and second domestic markets started early for the market and have already occupied half of the domestic and international strong brands. Coupled with numerous small and medium-sized paint companies, the market has basically become saturated. Small and medium-sized paint companies are struggling to support their business in the first and second-tier markets. It is better to focus on the market for the three or four levels, namely, the county-level market and the town-level market. Although there are some paint brands in this type of market, due to their small market share, they are not the focus of their offense. They are not very aggressive in advertising, and there is a certain market gap. In many county-level markets, it is still occupied by many local brands, which undoubtedly provides an excellent opportunity for small and medium-sized paint companies.

3. Advantages of brand development In response to this market situation, small and medium-sized paint companies can avoid deficiencies and give full play to their own product advantages, make a fuss about the county-level market, make regional brands first, and then adopt “big cities to surround big cities. "The strategy is to gradually expand its own market with points and face, which is more advantageous than competing with other paint manufacturers in the first-tier and second-tier markets.

This advantage is mainly reflected in the following aspects:

First of all, paint companies do not promote their brands in the county market. Advertising agents have the obvious feature of pursuing profit maximization. They are even less likely to help paint companies to complete brand building and construction. If small and medium-sized paint companies are If some county-level markets increase their advertising efforts, they will at least create a certain brand effect in their regions, and even in some ways enhance the self-confidence of agents and satisfy their vanity. They will feel that they The agents' brands have certain strength and development prospects. They will certainly be better at maintaining and operating their own brands, which will be more conducive to the sustainable development of the brand.

Secondly, small and medium-sized paint companies jumped to the first and second-tier markets and directly entered the county-level market. They were able to better understand the end-users' demand for products. They could feed back the views of consumers on products in the first time, and they would continue to improve their products. . In addition, the coating company's own salesman to complete the regional market distribution work, certainly compared to the previous reliance on dealers to complete the market more dedication, while also eliminating many of the setbacks, which can also make end-users more trust companies.

Third, the county-level market agents directly under the management and control of paint manufacturers can avoid the phenomenon of “customer shop”, so that the paint manufacturers will not be easily affected by the dealers. In this way, the paint manufacturer's sales policy can play its due role without being discounted, so as to maximize the profit of county-level market agents and increase their enthusiasm.

Fourth, small and medium-sized paint manufacturers arrange salesmen in the regional market. They are responsible for the development of regional markets. This is more conducive to management and can greatly reduce their costs, because business personnel serve the customers in the specified areas, and they have targeted and comparatively Strong planning and purpose, to avoid the blindness brought by the personal feeling of running the market.

In this way, regional market business personnel and agents can fully use their respective advantages, supplement the local effective media to advertise their brands, expand their brand awareness, create regional brands first, and then gradually develop the nationwide Brands, this is also a method used by many brands at the beginning of their development.