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    為什么涂料市場越來越難做了?這個答案90%的人沒想到!

    2019年07月14日 瀏覽量: 評論(0) 來源: 中國涂界網 作者: 李思豪
    摘要:現在很多涂料企業和經銷商覺得生意越來越難做,即使用低價格也收效甚微。那么,市場是真的困難嗎?不,究其原因是競爭環境發生了質的變化,涂料行業的競爭門檻已提高了,競爭手段復雜,市場越發規范,由此帶來涂料廠商競爭更為激烈和沖突。

    經過市場的一輪輪殘酷洗禮,市場競爭也變得越來越激烈,因此面對當前的涂料市場環境,很多涂料廠商的第一感受就是生意越來越難做了,更多的涂料廠商是一路的下跌和迷茫,真不知道如何應對2019年甚至更長遠的市場競爭和布局。

    但與此同時,面對同樣一個市場,另一部分涂料廠商卻收獲了“增量又增收”,業績呈現出逆勢大幅增長,比如三棵樹、晨陽、亞士、巴德士、固克、美涂士、展辰、德威、惠爾明、睿智、蘭陵、金陵等大批企業。

    從這種巨大反差來看,筆者的看法卻是,不是涂料市場變壞、變差、變苦了,而是涂料行業的準入門檻在經歷30多年的蛻變和成長后變高了,產品更加標準高質了,企業管理更加規范了,競爭手段變復雜了,競爭對手變強大了,規范化的市場開始阻礙并拋棄“低門檻”廠商進一步發展,使得“非主流”廠商難有作為,逐步被市場淘汰。

    其實不管是涂料企業還是經銷商,其市場競爭的殘酷性是一致的,如今涂料市場準入的提高,一些低門檻的廠商要想搶灘市場難度頗大,更嚴重的會令這部分廠商面臨一定的生存壓力并無情被市場排擠與淘汰。

    當然,更為重要的是,涂料的主角消費者們,變得更加自主、強大和理性了。他們不再像過去那樣,容易被低價所吸引、被概念所誘惑,被謊言也蒙蔽。他們更加注重生活品質,不僅需要高品質的產品,還要優質的服務體驗。

    可能依然有人會認為,價格戰還可以使自己生存一段時間。的確,在同質化市場競爭中,價格戰是最常用、最有效的競爭手段。但隨著市場競爭門檻的抬高,已無打價格戰空間:一是綜合運營成本的大幅提高,使得利潤已十分稀薄,已無可打價格戰的利潤空間;二是一批大型知名企業近來加快了擴張的步伐,最大限度搶占了大批用戶、提高了競爭門檻,鞏固了自身的市場地位,因此價格戰已不是有效的競爭手段,其他企業想要與大牌競爭難度可想而知;三是近年來涂料普及率的迅速提升,潛在的有價值的用戶群規模已經不大,打價格戰的意義也已不大。

    如今的市場“價格戰”已經不再占據消費主流,從消費者的心理以及購買需求來看,產品正在往中高端方向發展,價格只是一個相對來說不太具有參考意義的因素,如果一款產品再加上好的服務能夠真正的吸引消費者,能夠符合適用與審美需求,那么消費者肯定是愿意出錢購買的,對于目前經濟水平普通較高的消費者來說,購買一兩千、幾千、甚至上萬元的涂料和服務并不是個什么難事,高價格的藝術漆的快速掀起就是最好的說明。

    最近幾年來,雖然對于眾多涂料廠商來說,表面上看是生意越來越難做了,其實是各個品類、各個領域的專業化門檻越來越高,無論是涂料產品的技術創新難度,還是施工服務的創新和專業,以及人才層次、企業管理、生產制造等方面,都在不斷地推高。

    一方面,對于涂料從業者來說,消費者越來越專業、越來越理性,由此就是越來越挑剔,逼著所有人必須要越來越精益求精,從做好到做的更好,這不只是在產品上需要精益求精,補全短板;還要在服務、推廣等多個環節,都必須要提升競爭力;另一方面,對于產業來說,涂料消費已進入了一個新的階段,這就意味著任何創新和改變都不再輕易和簡單,都必須要傷筋動骨。很多廠家到底有沒有魄力、動力,以及相應的思想準備。

    雖然經過幾十年的高速發展,我國涂料行業已發展成為了全球最大的涂料產銷國,并連續十年穩居全球第一。但仍不可否認的是,在涂料行業以及部分知名企業的身上,仍然存在大量的短板:比如,在產品上,涂料企業還存在“偷工減料”、“以次充好”等投機取巧的心態,導致匠心、精工被誤解為“死腦筋”;同樣,在市場銷售上,至今仍然有大量的涂料經銷商,還在賣假冒偽劣產品、賣偷工減料產品,甚至售后服務上還有坑蒙拐騙和忽悠等等。

    相信上述的問題和短板,很多涂料從業者還能總結和梳理出很多很多。因為,在這個浮躁的社會里,我們總是抱怨對手不按照常理出牌,搞投機取巧、竄貨倒貨,賺到的錢竟然比合法、守規矩經營的人,更多;但是,這解決不了任何問題,也無法找到新的出路和手段。

    可以說,當前所有涂料企業最為害怕的不是對手,而是時代,因為當我們真正靜下心來、放慢腳步,就會發現,在過去幾百年的商業社會中,真正能傳承、流傳下來的企業,并不多;當前涂料市場真正的危機,同樣也不是市場寒冬、資金緊張、消費低迷,而是道德和底線的缺失、對待發展實業的心態;如何擁抱這個多變的時代,如何在這個時代找到我們自己的立足之地和競爭優勢?

    相信,這才是所有涂料廠商都需要在這一輪的行業競爭門檻推高、升級的過程中,必須要思考和破解的問題。其實,核心問題還在于“打鐵還需自身硬”,圍繞人才、技術、產品、制造、品牌、營銷、服務,以及渠道的競爭實力提升,仍然存在較大的提升空間。

    比如,最近幾年來,一些爭議頗多的服務,單就服務人員的素質、態度,以及對于服務的理念和認知,都存在很大的差異;同樣自稱能夠提供家具涂裝解決方案的品牌——展辰、巴德士、立邦長潤發、大寶、嘉寶莉,其售后服務帶給用戶的體驗和感受卻是截然不同的;同樣,面對不同企業的工程建筑涂料產品,三棵樹、立邦、亞士、嘉寶莉、美涂士、固克,帶給用戶的體驗也是截然不同。有的就是產品、服務都很好,表面如一;有的只是說得好,但做的并不好,用起來感覺更糟糕。

    這些,不只是涂料企業投入人力、物力和財力,圍繞產品展開創新,就能解決的;必須要真正面向用戶,進行持續而全方位的投入,讓市場和用戶可以清晰地感受到企業的這種變化。真正提升企業在商業競爭各個方面的實力、體力和競爭力。(涂界)

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