The hottest coating industry in the new decade

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Who will dominate the ups and downs of the coating industry in the new decade

who will dominate the ups and downs of the coating industry in the new decade

april 8, 2013

[China coating information] history will remember that by 2013, the leapfrog development of China's coating industry in the past ten years had attracted the attention of the world, from a small industry that is not very eye-catching to a thriving sunrise industry. It can be said that this decade is an unusual decade for China's coating industry, a decade in the period of strategic transformation, a decade of leapfrog development and a decade of glory

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who will dominate the ups and downs of the coating industry in the new decade

then, at the time node of 2012, we will explore the development context of China's private coating enterprises in the past decade from 2002 to 2012

ten years ago, the total output of China's coatings was less than 2million tons. Ten years later, the total output of China's coatings reached 12.718 million tons, ranking as the world's largest paint producer for the fourth consecutive year. Among them, private paint enterprises have contributed a lot

ten years ago, a group of private enterprises represented by "Shunde paint" entered the stage of brand integration, and Shunde has also become the cradle of private paint enterprises in China. Ten years later, this group of coating enterprises growing up in Shunde have become the backbone of China's coating industry

ten years ago, all the world's top ten coating giants entered the Chinese market, and there were only a few well-known domestic coating brands. Ten years later, many well-known domestic brands emerged, such as China Resources, Carpoly, bards, metus, sankeshu, Huilong, zhanchen and so on, with distribution points all over the country

ten years ago, there were nearly 8000 large and small coating enterprises in China, but they were small and scattered, with backward technology and poor product R & D capability; Ten years later, the system innovation has been preliminarily completed, and the enterprise distribution structure supported by large enterprises and supplemented by many small and medium-sized enterprises has been formed...

therefore, we look back on the "golden decade" in the past, and explain in detail the working principle, competition pattern, marketing strategy breakthrough and other key words of the mechanical performance testing machine under the economic environment, Sort out and look forward to the general trend of China's coatings in the next "golden decade"...

economic environment

the first decade: from "WTO entry" to "western development"

on December 11, 2001, China officially joined the world trade organization, opening a new page in China's opening-up. What is different from the excitement and excitement of the Chinese people is that the coating industry was filled with an atmosphere of tension and fear. The industry generally predicts that China's coating industry will be greatly impacted or even completely collapsed

in fact, there is no impact. After China's entry into WTO, China's coating industry has ushered in a period of rapid development. After 12 years, China's coating industry has not only expanded, but also jumped to the first place in the world with a total output of 7.554 million tons in 2009 and exceeded 12million tons in 2012. There is no doubt that China's accession to the WTO has contributed to the achievements of China's coating industry today

the success of Beijing's bid for the Olympic Games in 2001 made Beijing's Olympic related construction in full swing, led to the continuous warming of the construction industry, and the related high-quality environmental protection coating industry also ushered in a rare development opportunity. China Resources, metus, Yulian and other enterprises have successively participated in the construction of Olympic venues

after Shanghai won the right to host the 2010 WorldExpo in 2002, the large-scale venue construction has brought infinite business opportunities to the coating industry. Some excellent enterprises, such as huazibu, Sanyin paint and imperial paint, have benefited greatly from participating in the venue construction of the WorldExpo

from 2000 to 2010, the western development strategy has gone through 10 years so far. With the deepening of the western development and rural construction, the demand for civil coatings focusing on cities has expanded to the vast rural and remote areas, the urban housing consumption level has been continuously improved, and is increasingly developing towards personalization, human culture and diversification

changes in the new decade:

1 Strategic layout of urbanization in March, 2013, the "two sessions" were held, and a new government has been formed. As a leader and policy executor in the next five or even ten years, the new government clearly put forward the strategy of vigorously developing urbanization, pointing out that this is another engine of China's economic development in the 21st century. The urbanization strategy will be a livelihood project benefiting hundreds of millions of people, especially farmers. Urbanization is China's major strategy for the next decade and the key to ensuring China's high growth

the promotion of the national new urbanization master plan has aroused strong repercussions from coating manufacturers. Industry insiders generally believe that the release of urbanization demand may usher in a recovery period for the coatings industry that continues to be depressed. At present, many domestic paint brands are vigorously developing the third and fourth level market at an unprecedented speed

Guangdong private paint enterprises represented by "Shunde paint", which used to develop dealer resources with prefecture level cities as the main units, gradually began to focus on economically developed county-level cities. In addition, coating manufacturers in Fujian, Jiangsu, Shanghai, Shandong and other places are optimistic about the market environment this year, expanding production capacity one after another, and further dividing up three or four levels of market resources

in the end performance building materials market, xiaozubai, general agent of Guangdong Hongchang chemical industry in Ganzhou, called this year the "year of distribution". Distribution has developed rapidly in Ganzhou's subordinate districts and counties, and many county-level and town level distributors have taken the initiative to come to Ganzhou to negotiate agency matters

in fact, the consumption demand of some economically developed county-level cities in China is very considerable, and there are not a few single paint brands with annual sales of more than one million yuan in the county-level market. Based on this, some insiders predict that with the further upgrading of the construction of county-level cities, a greater demand for building materials will be released in the future. Some distributors in county-level cities will be upgraded to general agents at the county level and begin to develop distribution to subordinate towns and townships

2. New situation of real estate and furniture economy after the national "two sessions" in march2013, the new government will spare no effort to promote the work of "new urbanization". It is believed that in the next decade, the related industries such as real estate, building materials and furniture will benefit from it.

real estate: before 2020, China's real estate market will still be an opportunity for development, and the important reason is urbanization. Zhuzhongyi, vice president of China Real Estate Association, pointed out that during the 12th Five Year Plan period, China will build 65million residential units, with a total area of 5billion-5.5 billion square meters, including 35million affordable housing units. In addition, with the adjustment of industrial structure, commercial real estate, tourism real estate and industrial real estate are further developing

it is understood that as an important role in the future urbanization development, real estate enterprises, including Vanke, Evergrande, green city and other front-line real estate enterprises, have begun to layout the new enterprise strategy of urbanization and occupy the first mover advantage

furniture: with the promotion of new urbanization, the furniture industry will also benefit comprehensively. Because "new urbanization" makes cities and towns become livable places with high quality, attracts the vast rural population to transfer to cities and towns, and will inevitably build a large number of houses. In this way, it can increase the market demand of the furniture industry, and then stimulate domestic demand, which has a great positive effect on furniture

zhuchangling, chairman of the China Furniture Association, pointed out that the "winter" of the furniture industry will not last long, because with the country's further deepening of urban-rural integration, the pace of urbanization is accelerating, and the urban population is growing year by year, which will inevitably drive the continuous growth of the total social housing consumption and promote the vigorous development of the furniture industry

Dingli, director of Guangdong Academy of Social Sciences, believes that the most difficult period has passed. The furniture industry will pick up in 2013 and usher in a new round of development peak in the next few years

competition pattern

the first decade: foreign brands "distributed in China"

2002, the world coating industry has gone through a period of rapid development and entered a mature period. The European and American markets tend to be saturated. The huge demand and growth potential of China's coating market have become the focus of competition among coating giants. They have accelerated the "layout of China" in the form of technology transfer, technology investment, sole proprietorship, joint venture and product direct

AkzoNobel is not too late to enter the Chinese market, but it is obviously backward compared with ICI in Britain and Nippon in Japan. Then Aksu launched a larger scale acquisition in China. In 2003, Aksu invested in Suzhou and Tianjin, in 2005, it acquired Guangzhou Ted paint, and in 2008, it acquired duluxpro with £ 8billion, which became a turning point, making it the No. 1 player in the industry

2002, Nippon has been the leader in the domestic coating industry for 10 years. Since then, Nippon has invested heavily in Guangzhou, Langfang, Suzhou and Shanghai to continue to expand its leading edge. A series of development and expansion of American Valspar group in China were completed through acquisition. In 2006, it purchased China Resources Coatings, the "leader" of mintu, with a huge amount of US $281million, which attracted serious attention from all levels of China's coating industry. 280million yuan is related to the profits of Valspar in one year at that time, which shows that it attaches great importance to the Chinese market

in addition, Switzerland's Klein, Ciba Specialty Chemicals, Eastman Chemical, PPG industry, American color group, Wacker chemical, etc. have also entered the Chinese market for a long time, and have achieved localized production and sales through joint ventures and cooperation with large local chemical enterprises such as Yangzi Petrochemical, Qilu Petrochemical, garberry, metus, bards, etc., becoming the main coating supplier in the Chinese market

national brands become the "backbone"

"Guangdong is the focus of Chinese coatings, and Shunde is the focus of Guangdong coatings". When it comes to national brands, we have to mention "Shunde paint". It started with wood paint and is the cradle of the growth of private paint enterprises in China. At its peak, Shunde, an area of only 800 square kilometers, had about 260 coating enterprises, with an annual output of about 300000 tons, accounting for about one tenth of the total output of the country

"times make heroes", this sentence is very suitable for the rise of private paint enterprises represented by "Shunde paint". If we say that, driven by the "double carriages" of China's market-oriented reform and opening to the outside world, the average annual growth rate of China's total paint output has maintained a double-digit high-speed growth in the past decade, which can be regarded as a "miracle of growth" in the history of world paint development. So, the private paint enterprises represented by "Shunde paint" have made great contributions to China's paint industry

from the "brand integration stage" in, the "accelerated reshuffle, M & A and expansion", the "strategic transformation" in, to the "post financial crisis transformation and upgrading" since 2009

a number of national coating enterprises, such as Jiabaoli, meadows and bards blow molding machines, have been transformed into high-end lines. Hongchang chemical, sankeshu, Hualong coating and Huilong coating are rising. They are not inferior to foreign giants. By giving full play to their home advantages, they have made great progress in scientific and technological innovation, marketing breakthroughs and market segmentation, Now it has become the "backbone" to promote the development of China's coating industry

changes in the new decade:

foreign brands "add China"

2012, China's annual output of coatings has exceeded 12million tons. So, for foreign paint brands, what kind of a foreshadow is this? Entering the Chinese coating market has always been the focus of many foreign countries

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