China's paint brand marketing strategy analysis

When consumers purchase paint products, they choose the product's use value and applicable functions. Therefore, they first consider the internal quality of the product, including the appearance quality. Therefore, the products with excellent quality have strong competitiveness, and the paint companies must improve. quality. An enterprise loses the material basis of competition if the quality of its products is not trusted by consumers. The Akzo Nobel company in the Netherlands continues to invest huge amounts of money in the development of high-quality products, and has dozens of well-known brands such as Dulux in the global coating industry. Sales of architectural decorative paints, powder coatings, coil coatings, industrial coatings, automotive refinishes, marine paints, high-performance protective paints and aerospace paints. Its extraordinary quality has gradually been recognized by domestic and foreign project owners and has been widely used by many domestic large projects such as: Shenzhen Airport, Shanghai City Exhibition Center, Shanghai Pudong International Airport, Shanghai Jinmao Building, Beijing Guanghua Automobile & Trade Building, Qingdao Everbright Financial center and so on. Therefore, the product quality is the core of the brand value of the coating. This is the constant truth.

Development of paint brands should pay attention to brand marketing. Brand is an intangible asset that brings premium and value to owners. Its carrier is a name, term, symbol, or symbol that distinguishes itself from other competitors’ products or services. Design and its combination, the source of added value comes from the impression of the carrier formed in the minds of consumers. Finding marketing methods suitable for the development of enterprises is no longer a unique propaganda tool for international brands. Paint companies have made many efforts to promote their brands. For example, celebrity endorsements are a good opportunity for paint companies to promote their brands. It is like Jia Lishi invites Li Bingbing to speak for itself; and participation in public welfare undertakings is also a powerful magic weapon for companies to strengthen brand building, just as the charity’s continued public welfare actions have been recognized by the industry. Listed the industry's authoritative media "2012 paint industry ten major public events." Enterprises can obtain excess profits through long-term and effective brand marketing, so that the company's brand intangible assets reflect the value it deserves.

Developing paint brands to keep up with the times Paint companies develop their own brands is a long-term and systematic project, companies must continue to adapt to changes in the market to make appropriate adjustments to the brand, keep up with the times, to meet the needs of consumers demand. For example, Kellogg is advancing towards “water-based, high-solid and environmentally friendly varieties”. In recent years, Kellogg has launched “Free Painting 360”, “Low Carbon Paint” and “Bamboo Charcoal Deodorant Wall Surface”. Paints, olive trees, five-in-one wood lacquer, beautiful homes, net wood lacquer series, and waterborne wood lacquer products have greatly enriched the environmental protection product line and shaped the Leshi brand environmental health image.

Doing paint branding, knowing the right place, and having the correct behavior when thinking is in place, can develop your own paint brand, and you must establish a clear and good impression in the hearts of the general public. The purpose of brand pursuit is to be widely recognized and followed by the public. . If a paint company develops its own brand and wants its brand to go further, it will be as old as luxury goods.