The hottest focus on subdivisions is the immortal

Focusing on subdivisions is the immortal magic weapon of small and medium-sized coating enterprises

focusing on subdivisions is the immortal magic weapon of small and medium-sized coating enterprises

November 4, 2015

[China coating information] there are 8000 coating enterprises with tens of thousands of brands, which are considered to be a large brand country and a large output country. Chinese people often say that China is the largest paint country. The number of enterprises and brands is doomed to survival of the fittest in market competition. In 2015, it is destined to be a "heavy barrier" for small and medium-sized coating enterprises

however, the top three national paint brands imposed together are not worth a nation. From this point of view, no matter how many paint enterprises there are in China, it cannot be called a paint power

Chinese coating enterprises have a "scale complex", and they especially hope to expand the enterprise. Look at those honor cards hanging on the wall, and you'll know a thing or two. "XX top 100", "chemical industry top 500" and "paint top 100" have proved the so-called brilliant story. There are also slogans hanging on the wall, such as "entering the top three in China in the next three years and ranking among the top three in the world in five years", "after the project is completed and put into operation, it can contribute 1billion yuan of revenue to the enterprise every year", etc. Some people believe that domestic entrepreneurs like fat companies, which seem to be large-scale and big, which can scare people. Entrepreneurs in developed countries prefer muscle companies, which are not necessarily big, but powerful. Foreign entrepreneurs are much less interested in scale, and they care more about whether their companies are strong enough in their professional fields

Wang Weicheng, chairman of easy burning new Galilee group, once said, "big is not necessarily strong, but small is not necessarily strong." I think the first half of the sentence is right, and the second half is worth considering. What he said was not big, whether it was in a single field or in the whole industry. Not big, of course, can be very strong

Japanese manufacturing enterprises are not "large and comprehensive", but more "small and strong". Japanese manufacturing enterprises are good at manufacturing high-tech, high value-added intermediate products and equipment at the upstream of the global industrial chain. Japanese small and medium-sized enterprises pursue technological progress and are determined to have "a skill". The technological structure of the Japanese enterprise group is like a "pyramid", and thousands of excellent small and medium-sized manufacturing enterprises with "skills" and craftsmanship form the basis of the "made in Japan" pyramid. Many small and medium-sized enterprises with only dozens to hundreds of employees provide large enterprises with high-tech, high-quality parts, raw materials, or complex processing services necessary for the trial production of new products. Many Japanese small and medium-sized enterprises account for a large proportion or even the first place in the world market of some intermediate products. They are called "only one" enterprises because they can manufacture unique products. Recently, a Japanese entrepreneur said that although the Japanese economy has been in a long-term downturn and business operations are very difficult, many small and medium-sized enterprises that can produce intermediate products that cannot be manufactured abroad are still tenacious and rooted in Japan to continue to struggle. In Japan, small and medium-sized enterprises with unique skills in basic technology fields such as turning, milling, plutonium, grinding, CNC machine tool operation are known as "national treasures", and the deeds of small and medium-sized enterprise operators and technicians who have been studying a specific technology or skill for decades are also known as "life textbooks". They are small and strong, becoming leaders in various industries

German enterprises also have the characteristics of "small and strong". Talking about German enterprises, the first ones that come to mind are Mercedes Benz, BMW, Volkswagen, Siemens, Bosch, BASF and other industrial giants. However, in Germany, small and medium-sized enterprises, which account for about 99% of the total number of enterprises, contribute about 54% of the added value and stimulate about 62% of employment. They can be called the backbone of German industry and service industry. These small and medium-sized enterprises often rely on their housekeeping skills to make their products and services dominate in the professional field. According to statistics, Germany accounts for 47% of the 2764 medium-sized global leading enterprises. For example, Germany Beifu Automation Co., Ltd., which has successfully developed an open automation system based on PC control technology, can be called a leading manufacturer in the automation technology industry; The little-known big Dutch company leads the agricultural technology market by supplying the market with livestock breeding systems and the construction of livestock sheds; There are also grammer, which produces car seats, and WINCOR Nixdorf, which is a global leader in POS solutions, whose performance is also very eye-catching

there are some enterprises in Germany. Although they are not known to the public, their products are well deserved "world champions", such as the banknote printer of Goebel company and the car air conditioner of konyekta company. The reason why these nameless small and medium-sized enterprises in Germany can succeed is that they have been able to concentrate on the research and production of a professional product for many years or even generations. However, when selling, it expands its network to all corners of the world, so that the single product of the enterprise can obtain enough market demand

in recent ten years, the scale of coating enterprises has developed rapidly. Instant group dominates the industry with 16 factories in China. Of course, Nippon also leads its peers with more than 13 billion yuan. So far, Guangdong bards chemical has seven chemical production enterprises and a coating high-tech R & D center, with sales of more than 2billion yuan, becoming a real "dark horse" in recent years. Zhanchen paint group has seven production bases in the country, and has a wide popularity and reputation in the professional fields of furniture paint, decoration paint and architectural paint, with a sales volume of more than 1.5 billion. Jiabaoli Chemical Group has eight first-class subsidiaries, with annual sales of 3billion yuan and annual tax payment of more than 200million yuan. It is the first domestic paint in China and must be valued by the whole industry. These are typical examples of "big and strong". Because they are more willing to focus on product research and development and invest heavily in scientific and technological innovation. Their logic is: leading technology leads to leading market, which is the relationship of "technology first, product then market"

of course, not every paint enterprise can be as outstanding as them. But even small and medium-sized enterprises need a large market to develop. For example, furniture paint, floor paint, art paint, stone paint, musical instrument paint, paint, etc., each sub field will have another world

in the paint industry, Guangdong Yatu Chemical Co., Ltd. is not very famous, but in the field of automotive touch up paint, its market share ranks in the forefront, is highly competitive, and is a real invisible champion. Because of its years of dedicated research and development and production of automotive touch up paint, many foreign enterprises have thrown olive branches at Yatu chemical

however, most Chinese coating enterprises believe that "marketing is the market", omitting the research and development of technology and products, blindly following the trend, and placing too much emphasis on marketing. Marketing dominating the market is bound to bring great problems. Consumers pay for the enterprise, and they buy the products developed and produced by the enterprise that can meet their needs, rather than the advertisements of the enterprise. This can also explain why Chinese enterprises often fall silent after "three to five years of leading positions". Because the foundation of the existence of enterprises is products, it is precisely on this foundation that Chinese coating enterprises do not occupy any advantage

there is a saying called "nine out of ten don't lose". Perhaps because of this kind of thinking, Chinese paint enterprises are still obsessed with the "scale complex". I have seen several enterprises, with a circle of land of hundreds of mu, or even thousands of mu. In fact, a 100 mu factory can produce more than 1 billion products without full production

"being big" is a good thing, but we can't rush for success. Once the enterprise is large, the boss will have a high attitude, which will easily lead to overestimation, blind expansion and diversification, which will not only fail to do well in the original industry, but also hinder the development of the enterprise

in Shunde, Guangdong Province, there was a large enterprise that was once confused by the "scale complex", that is, the famous Midea. Midea lost itself before 2011, but was immediately stopped by its founder hehengjian. Then the group implemented a large-scale adjustment, and finally established the boutique strategy of "efficiency first, scale second". Although the revenue and profit fell sharply in 2011 and 2012 due to the strategic adjustment, it laid a foundation for building a muscle in the future. Since 2013, the development momentum has begun to improve. Fang Hongbo, chairman of the board of directors of Midea Group, put forward the "three lightweight design has put forward a lot of new requirements for the utilization of plastic materials no longer", which is praised as "no longer paying attention to competitors, market pattern, status and ranking in the industry"

it is the idea of 80% of enterprises to have scale first and then strength. It is the living method of 20% of enterprises to become stronger before becoming bigger. But often, only about 20% of enterprises live more moist and longer

what Chinese coating enterprises lack most is "dedication". In particular, small and medium-sized coating enterprises should learn from Japanese and German enterprises that kind of "dedication". Focusing on a subdivision field, concentrating on several core products, increasing technology research and development, and improving product quality can be "small and strong", which is also the magic weapon for enterprises to reduce the working accuracy