Wear resistant epoxy floor paint brand competition: entering the "black iron era"

With the arrival of multipolarity in the industrial wear-resistant epoxy floor paint market, the livelihood environment familiar to wear-resistant epoxy floor paint enterprises has undergone a complete transformation, and every aspect of enterprise operation has been reinterpreted. The change in livelihood environment has led to a change in the growth form of industrial wear-resistant epoxy floor paint brands.

The growth value of new brands has increased dramatically

The industrial wear-resistant epoxy floor paint profession has gone through more than 20 years of rapid development since the reform and opening up, creating a beautiful phenomenon of blooming flowers in the floor profession. In addition, the increasing sophistication of the industrial wear-resistant epoxy floor paint profession has also made the disputes in the floor market white hot, with advertising wars, brand wars, promotion wars and other promotional tactics spreading the smoke of the floor profession. The seriousness of the competition in the flooring mall has caused many flooring companies to fall into a state of melancholy: some recent personnel adjustments, some implementation system reforms, and the transformation of special fixed companies... The "black iron era" of the flooring industry has once arrived.

According to Greek mythology, the Black Iron Age was a relatively chaotic era, with morality, ethics, and common sense all reaching a very low level, and battles extending everywhere. This is very consistent with the current situation of the paint industry.

The arrival of the "black iron era" has brought about two new trends in the growth of a flooring brand, especially for new brands:

At the top of the list, the shopping mall environment is highly sophisticated, and the space for horizontal and vertical promotion is becoming increasingly segmented. The scale of the competition is becoming more extensive, the content of the competition is becoming deeper, and the degree of competition is becoming more intense. We can clearly see from the competition actions between brands that the single dimensional competition methods such as "price war", "advertising war", and "promotion war" commonly used by flooring companies are being replaced by three-dimensional competition methods such as "supply chain competition", "customer loyalty competition", and "strategic network competition".

Secondly, the cost of brand growth has increased. This can be understood from two levels. Firstly, the introduction of brand promotion is increasing day by day, and the cost of unit media is constantly rising. For example, the promotion cost of floor paint company Baidu is huge, and the investment is not enough to make a profit. The preface effect continues to decline due to high information congestion, and media coverage of new brands is generally treated coldly (except for advertising or advertising partnerships); Secondly, the cost of distribution channels continues to rise.

Therefore, with the change of livelihood environment, the value of new paint brands has increased dramatically, and their chances of achieving success as current first and second tier brands are becoming increasingly small.

Key to the Rise of New Brands

Scholars have shown that in recent years, channel branding has been a hot topic within the profession. The evolution of channels will inevitably undergo constant reshuffling. The channels that survive and continue to grow will undoubtedly be those with rich categories, large terminal areas, multiple outlets, and excellent terminal management. Even to a certain extent, strong distributors will leverage their channels to gradually gain control over upstream suppliers (manufacturers). From the format of floor shopping malls across the country and various regions, we are gradually discovering the manifestation of this omen.

Based on my research over the past three years, in addition to building its own brand, the professional flooring brand Feivase has shown a unique trend, and its liveliness in the flooring market has surprised many flooring companies. Therefore, if flooring companies want to win over channel merchants and prevent them from competing for their own channel interests, the direction of channel development in the future is the integration of manufacturers, which is a good trend. This is the third and higher-level connection between manufacturers. The central keywords of Bifang Feifanshi Company are "strategic integration", "upstream and downstream integration", and "community of interests". In detailed forms of expression, joint-stock companies and joint ventures are one form of expression. In this form, the potential conflicts between manufacturers are relatively well handled, and there is a complete community of interests between the two sides. The combination of various competition elements in the mall has been optimized and the best combat effectiveness has been exerted.

Careful analysis of brand growth from "agents" to "manufacturers" reveals that they all have channel and network advantages, and rely on their own channel and production advantages to focus on establishing terminal profit forms for brand growth. Of course, "winning at the terminal" used to be a golden rule for brands in their growth process, but in reality, many brands only use their understanding of terminals as a platform for promotion, without considering it from the perspective of a brand strategy. This is the question that flooring manufacturers should focus on thinking about in their future development!