China's coating industry cooperation in the upstream and downstream industries tends to be diversified

Business News Agency November 7 hearing coating industry has been seeking to maximize the effectiveness of marketing. The spokespersons and TV advertisements on the whiskers once were the efforts made by paint companies. Of course, we pay more attention to the issue of coating upstream and downstream industrial chain cooperation. With the development of the modern paint industry, the coating industry chain is gradually divided into Raw Material production, finished product production, and marketing. These links are usually completed by different production companies and distributors. There is a relationship of cooperation and restriction between raw material suppliers and finished product manufacturers and distributors. Upstream and downstream industry chain cooperation is usually referred to as joint marketing or collaborative marketing, and the scope of application is also very wide, in addition to different industries, including the upstream and downstream companies in the same industry, manufacturing and service industries and so on.

At the same time, under the call of the country to stimulate domestic demand policies, the domestic market is also an emerging market for foreign-oriented companies, but with the upgrading of the Chinese paint industry, the domestic market has also put forward new requirements for new raw materials and new products. Moreover, it is relatively difficult to open up the domestic market. Only by developing new raw materials and new products can we create and develop new markets. In the past two years, some large paint companies have also been working hard to develop new products to meet new customer needs. And they have been working hard to develop new products. Once the time is ripe, they are quickly brought to market, showing their strong competitiveness and R&D capabilities, and also embodying the sustainability of a company. It is a major mission of professional exhibitions with industry background to guide enterprise technological upgrading. The development of original new products and new raw materials is the driving force behind the development of the market. If the company still stays on the small scale of the original technology, it will not be able to escape the fate of the market shrinking and product downgrade. In this regard, paint finished products companies strengthen cooperation with raw material suppliers.

For example, in many brands of computer appearances, they see the “IntelInside” logo, and even in the TV commercials of brands such as Dell and Hewlett-Packard, they leave the last few seconds to “Intel”. It seems that only Intel’s “Core2” represents the moment. "Powerful computer core", which is the sign of joint marketing between Intel and computer brands. Intel microprocessors and various brands of computers are a kind of joint marketing relationship, and a large part of Intel's microprocessors are implemented through these brand computers. Sales. Similarly, in the apparel industry, the US-based Spandex fiber brand Lycra launched a joint marketing program for the “Leica Best Partner Program,” and printed “I have a Lycra” on all legally used Lycra underwear and its packaging. The trademark. All of the above shows that a product in the form of an accessory or raw material can be sold through the final product on which it is based, in order to achieve a win-win result.

The copying of this model to the paint company has become such a representative form: For example, in 2009 Bayer and China Paint signed a joint brand agreement. China Paint will use Bayer's curing agent in its full range of wood coating products and use Bayer's Woodcover on its packaging. Trademark promotion brand alliance. For coatings companies, such cooperation can lead to the sharing of corporate resources and make the paint brand a higher quality commitment to consumers. For raw material suppliers, it is also an important means to open up the market and shape the reputation. For both partners, it can be said that mutual benefits and mutual benefits have been achieved.

However, the upstream and downstream industry chain cooperation of coatings is not limited to the cooperation of products and technologies. As a mature cooperation model, content needs to be expanded and supplemented, such as joint marketing projects. In 2009, Nippon Paint Co., a famous painter, and DuPont, a raw material supplier, jointly launched the "Colouring for Love" cooperative project. According to the plan, this project was to paint Nippon Baishen Hope Primary School together with DuPont within three years. The wall’s way of giving back to society is a way to reflect the entire social responsibility. A few days ago, Chen Haibo, Marketing Manager of DuPont Titanium Technologies (Shanghai) Co., Ltd., stated at the “China Innovation Summit on Innovation, Harmony, Responsibility, and Influence” organized by the Diaoyutai Museum. In addition to Nippon, Du Pont and Garbo The distributors participated in the project of subsidizing primary schools in the marginal areas of Yunnan. Du Pont is willing to work hard with the entire paint industry. At the same time, as China's leading coating industry information platform.

In addition to social welfare activities, perhaps "low-carbon" and "environmental protection" are marketing items that closely follow the transformation of the economic development model nowadays. For example, we advocate the "low-carbon economy" and the paint industry has also put forward the goal of "low-carbon paint." However, "low-carbon" produced coatings not only require the coating itself to reduce energy consumption and reduce emissions during production and use, but also require that the raw materials used should also be low-carbon and environmentally friendly. In the future, the “carbon emissions” project is also considering comprehensively considering the carbon emissions of coatings during manufacturing and the emission of raw materials. Perhaps, in the future, the government will collect carbon emissions tax coating companies how to deal with them, which is a trend of cooperation between upstream and downstream industries.