In August 2012, Tikkurila celebrated its 150th birthday, and this year is the tenth year of Tenglinla, the top brand of Tikkurila, entering China. To celebrate this wonderful moment, September 7th to 9th, Fen The National Dealer Conference of Lin Paint was held in Qingdao. Janno Paju, Chief Commercial Officer of the Tikkurila Group of Finland, and Yan Ming, General Manager of Tikkurila (China) Coatings Co., Ltd. attended the conference.
Janno Paju, Chief Commercial Officer of Tikkurila Group (pictured left), Yan Ming, General Manager of Tikkurila (China) Coatings Co., Ltd. (right)
TIKKURILA Oyj was founded in 1862 and has been engaged in the research and development and production of coatings for nearly one and a half centuries. It has now developed into a leading company in the coatings industry in Northern Europe, Eastern Europe and Russia, to Europe, Asia and other 25 countries. With more than 5,000 sales networks providing fast and direct service, the country is recognized as the most professional manufacturer of decorative and industrial paints. In 2007, Tikkurila officially entered the Chinese market, and the strategic brand of Tikkurila in China was Finlay Paint. After entering the Chinese market, Fenlin Paint has gained a wide reputation for its quality products and services, and has been used in many famous construction projects and high-end apartment projects.
Finlay Paint National Dealer Conference was held in Qingdao
During the meeting, Jano Paju, the chief commercial officer of the Tikkurila Group, was interviewed by a number of media, as follows:
Q: Hello, can you tell us about the market position of Tikkurila in Europe?
A: The Tikkurila Group is an internationally renowned company. We have a dominant position in some European markets, such as Northern Europe, Central Europe, and Russia, and China will be our target market for continued development. In Finland we have a market share of over 50%, with a market share of over 40% in Sweden and a share of over 20% in Russia. Our goal is to achieve leadership in the markets we choose.
Q: Tikkurila's reputation in the Chinese coatings market has grown, and will Tikkurila accelerate its development in the Chinese market?
A: Our strategy in the Chinese market is different from the strategy in the European market because our current market share in China is still very low. We are taking a defensive strategy in the European market because we already have a leadership position, and in China we are just getting started. The different strategies we have adopted in China are focused on the high-end coatings market, such as expensive, more environmentally-friendly high-end products. The main sales direction is individual households and cooperative enterprises. Finally, through our sales network, we gradually occupy The high-end market has gained a dominant position. The strategy is different, but the goal is the same, we have to build a strong brand in China.
Janno Paju, Chief Commercial Officer, Tikkurila Group
Q: China's market is very big. We also see many dealers attending the conference and how the company can further accelerate its development.
A: Our main goal is to increase market share, so we will continue to invest in China, because at present our market share is relatively low, facing a relatively small customer base, so we must take accurate marketing methods to find a suitable Consumers, effective marketing for them.
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