In 2002 , China's paint output exceeded 2 million tons. From January to September 2003 , the national paint output was 1.5672 million tons, a year-on-year increase of 10.33% , of which architectural paint output reached 463,600 tons, a year-on-year increase of 14.64% . Since 2002 , China's paint production has replaced Japan as the world's second largest paint producer . 11 months of 2007 China's paint manufacturing industry realized a total industrial output value of 119,090,937,000 yuan, to achieve total sales income of 115,929,031,000 yuan from January to November, achieve cumulative total profit 7,919,161,000 yuan; China's paint manufacturing industry realized a total industrial January-November 2008 The total output value is 141,896,117,000 yuan. From January to November , the cumulative product sales revenue was 138,025,447,000 yuan. From January to November 2008 , the total accumulated profit was 8,178,505,000 yuan. A large amount of data shows that the annual production value of China's coating industry has entered a peak period of development. With the influx of world coating giants and the rise of domestic small and medium-sized coating companies , China's coating industry has entered a new era. As of the end of 2002 , the country's coating companies have grown to about 8,000 . With the rapid development of China's economy, both leading enterprises and small and medium-sized coating companies in the region have made a lot of money in the "gold market" of the coating industry. full.
The global economic crisis at the end of 2008 continued until this year, which changed the trajectory of the rapid development of the paint industry. With the advent of the "cold winter" of the global economy, the development speed of China's paint industry has begun to slow down, and many weak SMEs are on the verge of life and death And the potential problems were also revealed when developing at a high speed, and the coatings industry then faced a severe test. Large and powerful companies have increased their TV advertising efforts and hired celebrities as spokespersons to increase their visibility and influence. Small and medium-sized enterprises have also begun to speed up their corporate adjustments and find the right opportunities in the winter. Due to the decline of the world's overall economy, the demand for the coatings industry has declined significantly, and the capital chain of small and medium-sized coating companies that are not backed by strong support has severely broken. In just one year, a large number of companies have closed down and went bankrupt. The surviving companies are also facing many barriers to development, and the road to the development of the paint industry has faced many challenges.
Break traditional marketing methods
As a highly dependent paint industry, except for some architectural paints and wood paints that have entered the retail market, most of the others have directly reached cooperation with downstream manufacturers through channel marketing. Most well-known coating companies such as Dulux, China Resources, Meitus and Carlisle mainly produce commonly used architectural coatings. These coatings can also directly enter the lives of consumers, so that the marketing methods made by these companies are more Mostly, TV commercials, celebrity endorsements, print advertisements, etc., are only put in a large number of places that can catch the eyes of ordinary people. With the prevalence of the Internet, the Internet has become the new direction of paint marketing. The online advertising of major portals, Baidu and Google, are two important search engines for paint buyers. There are also online websites like HC Paint Network. Electronic stores have an indispensable promotion platform for paint companies in the field of online marketing. In the context of the financial crisis, whether it is traditional channel marketing, television advertising endorsed by celebrities, or online marketing, this marketing battle between paint companies will intensify.
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