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    本土品牌緣何無法與國際大牌同臺競技?因為這兩者關系沒有處理好

    2019年06月16日 瀏覽量: 評論(0) 來源: 中國涂界網 作者: 李思豪
    摘要:這種粗淺也導致了一個結果:產品同質化現象嚴重,價格戰激烈致使利潤失血,與外資企業的差距也越拉越大。

    近日,筆者在查詢各上市涂料企業的財報中發現,營銷和業務系統人員的平均工資遠高于技術人員。不僅如此,很多涂料企業的技術人員的地位業遠不如營銷和業務系統人員。為何會這樣?

    有業內資深人士說,對于很多涂料企業來說,由于技術人員不能直接帶來銷售業績和利潤,是很難得到重視并獲得較好的報酬;但業務人員就不一樣了,可能出去簽訂一個單就可以為公司帶來幾十萬,甚至上百萬、上千萬的銷售業績,自然工資就高。

    一款好的產品、一項好的涂料技術,很多時候是需要大投入,而且開發所耗費的時間更長,但由于短期內難以看出技術人員的成果來,因此也無法去評價技術人員的貢獻。其實,這種認識是很粗淺的!而這種粗淺也導致了一個結果:產品同質化現象嚴重,價格戰激烈致使利潤失血,與外資企業的差距也越拉越大。

    一直以來,我國涂料企業在產品同質化熱戰中用的功夫,遠遠大于他們沉靜下來對于自己到底服務于什么樣的消費者用戶所做的功課。相反,大部分涂料企業卻把營銷看得比技術更重要,不去下一番苦工修煉產品和服務。

    但其實看看那些成功的國際巨頭涂料企業,無一不是產品與技術卓越型企業。它們之所以成功,實際上,只抓住兩個字即可,那就是:產品。沒有好的產品就不可能有期待的市場,這個道理簡單到幾乎不需要解釋。

    產品是企業存在的基礎價值,但是,這個淺顯得不能再淺顯的道理,不少涂料企業就是不懂,它們更愿意把心思放在營銷上,認為營銷才是支撐銷售的最大力量。為什么這么多年我國的涂料產品始終無法和國際大牌同臺競技?

    比如,在中國占據大部分市場的立邦、PPG、阿克蘇諾貝爾、巴斯夫、艾仕得、關西、海虹、佐敦,已躋身國際品牌之列。雖然像立邦、多樂士都注重營銷,但根本的原因,就是本土企業的產品和它們不在同一個層面上——雖然近年來我國涂料產品已經有了很大的進步。

    在過去相當長的時間內,國內涂料企業對價格與營銷的重視程度遠遠超過品質、技術乃至品牌,國內企業更注重眼前利益,較少為5年、10年之后的發展布局,導致它們很短視。由于短視,就導致了他們看不到未來的發展趨勢,認清不了自身存在的問題。

    其實我們要明白,涂料市場已開始進入了以“用戶導向”、“技術主導”階段。但時至今日,大多數涂料企業仍屬于“營銷主導”型企業而非“技術主導”型企業,營銷在企業的位置高于產品,折射出企業功利心態強烈,總想掙快錢,總想產品一上市就賺個盆滿缽滿。對產品和技術不重視擬或投入力度不足,直接導致本土涂料企業長期無法與國際品牌形成“對稱型”競爭,不得不走低價路線。

    在很長時間內,涂料企業彌漫著營銷崇拜心態,不怕產品不如人,就怕營銷力度小。這種觀念必須加以改變,因為:一是我國消費者或用戶與十幾年前的消費觀念、消費能力大不一樣了;二是站在社會效益角度看,以低質、低價產品沖銷量、上規模,是資源的巨大浪費,低端產品買時便宜,實際使用時污染環境、損害人的身體、消費者體驗差。

    產品和營銷的關系是,產品是本,營銷是末,切不可本末倒置。因此,涂料企業必須轉變觀念,建立國際企業思維,放棄低端競爭,轉向精品戰略,用好產品贏得市場而不是用低價格沖擊市場。踏踏實實做產品,一心一意搞研發,不玩花架子,更不能把消費者當傻瓜。

    謹記:無論什么時候消費者用戶購買的都是你的產品而非你的廣告或情懷,沒有優秀的產品就不可能有預期的市場,更不可能稱為優秀、偉大。如果這個道理都不能明白,那只有兩種可能:一是揣著明白裝糊涂;二是沒有能力做好產品。(涂界)

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    • 想要贏得未來,涂料企業單純依靠制造打天下的局面必須終結,而涂料制造業服務化時代即將開啟。未來,涂料企業的奶酪,將從這開始搶食。[詳細]
    • 企業家們不要在私底下抱怨了,三十年積累了太多應該改變的問題、應該改革的體制。而每一次改變都能讓行業受惠良多,帶來前所未有的信心和變局。[詳細]

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