Luoyang paint local market cold construction brand to break the deadlock

At present, there are numerous paint manufacturers in Luoyang City that have obtained national production approval. However, these paint production companies are generally "wall flower wall outside the incense", difficult to trace in the local market, at present, in Luoyang City, high-end decoration market, many of the protagonists are expensive foreign brands paint.

Luoyang paint hard to find

There are numerous paint production enterprises in Luoyang, some of which are relatively well-known in both domestic and foreign markets.

In 2002, Luoyang Dayu Industrial Co., Ltd. cooperated with the Chinese Academy of Engineering and Tsinghua University and took the lead in developing domestic mid- and high-grade wall coatings modified by nanopartners, which caused a sensation in the domestic building materials industry. Last year, the paint company also revealed its face in the Shanghai World Expo project and provided the Qatar National Pavilion with a wall paint.

Compared with the excitement in the foreign market, Luoyang paint companies appear to be deserted in the local market. At present, the city has obtained more than 100 paint production companies approved by the state and operates more than 200 kinds of paint products. However, most of the products produced by these coatings companies are low-end products, and few of them are in the mid-to-high end market.

The reporter visited a number of building materials markets in Luoyang City and discovered that the traces of middle-to-high grade environmental protection coatings produced in Luoyang are difficult to find. Most of the sales on the market are expensive “dollar coatings” such as “Dulux” and “Nippon”. At the same time, several large companies with medium and high-end paint production capacity in our city are generally “wall flowers bloom outside the wall” and it is difficult to obtain orders in local decoration projects.

Lack of successful marketing

Why is Luoyang Coating cold in the local market? People in the industry believe that on the one hand, Luoyang paint companies have many products, but there are few brand-name products, the awareness of corporate brand names is not established, and they lack their own leading brands; on the other hand, the local paint companies' market promotion and marketing efforts are not as good as foreign companies. coating".

“If our paints are high in price and quality is inferior to 'foreign coatings', there is no market to talk about. But in fact, our coatings not only compare with foreign brands in terms of environmental indicators, but also far better than the 'quality' of foreign coatings. 'But the 'foreign coatings' has a preponderance of advantages, combined with huge advertising costs in the Chinese market, has a huge influence on consumers.” Zhao Qingshan, chairman of Luoyang Daxie Industrial Co., Ltd., deeply touched Say.

Luoyang City, a decoration company responsible person said that in fact, the technical content of paint is not high, the level of China's paint production is not lower than foreign companies, "foreign paint" is able to occupy the domestic market, a very important reason is propaganda. What is lacking in local paint companies is successful marketing. It is difficult for consumers to understand product sales and make sales difficult.