paint & coating industry foretell
Coating enterprises to accelerate business and category diversification
In 2022, under the influence of various factors such as increasing downward pressure of macro economy, repeated national epidemic and downward real estate market, the sales performance of many paint enterprises is not satisfactory. In particular, a large number of enterprises have no room for growth in traditional paint business, and the scale and quality of operation have declined, which is an indisputable fact. In this context, the pace of diversification of business and category expansion of many paint enterprises accelerated abruptly. They are no longer satisfied with the existing traditional paint business, but actively expand for other paint categories, and even some paint enterprises also guide other industries to expand their living space across the border. Can be expected, 2023 paint enterprises will accelerate the business and category diversification layout, so that not only can enhance the ability to resist risks, but also can create new growth points.
For example, while stabilizing its traditional business such as architectural coatings, Asch plans to expand the industrial coatings market with a market size of more than 300 billion yuan. On the basis of stabilizing the traditional business of furniture paint and architectural paint, Dabao Paint is laying out the automotive paint business. While stabilizing the traditional commercial vehicle coatings business, Jinritai is accelerating the layout of passenger car coatings, 3C coatings, military coatings and other businesses. Yatu High-tech continues to consolidate the traditional business of automotive repair paint, while laying out the passenger car body paint, auto parts paint and other businesses; While stabilizing the traditional business of wind turbine blade coating and container coating, Mecca Core Color is also actively laying out new businesses such as wind turbine tower coating and ship coating. Dewei Coatings extends the traditional container coatings business to automobile coatings, Marine coatings, wind power coatings and crossover into the new energy materials industry.
However, for many coating enterprises, business and category diversification exploration, the biggest test is not only in the external market operation, brand positioning, and commercial competition and other external competition, but the enterprise's internal business philosophy, organizational structure and management innovation strategy upgrade. To put it simply, how to guarantee the new connotation under the professional label of the enterprise after the acceleration of diversification needs to be reconstituted for users, and more importantly, for the internal organizational reform and reshaping of the enterprise. Entering new fields brings many enterprises difficulties in the allocation of human, material and capital resources, that is, how to seek the "input-output ratio" in the new business while safeguarding the competitiveness of traditional business, and how to avoid the situation of "ignoring one thing and losing the other". This test is not only the people and money of the enterprise, but also the business pattern and management ideas, to means of innovation ability.