1. Pride and Prejudice is doomed to decline

1. Lack of market entry strategy: Unlike P&G, McDonald's, Coca-Cola and other world-class companies that are good at marketing, Baowei has entered the Chinese market Without systematic strategic thinking and planning, what is the size and prospect of China's paint market? What are the purchasing behaviors and consumption habits of Chinese consumers towards paint? Who is your target customer group? Who are your competitors? When should you choose to enter? Which markets are you entering? Which products to enter? These are all "unknowns" for Baowei. Strategy determines success or failure. Just as Sun Tzu said in The Art of War, "You can win with more, but you can't win with less, let alone nothing." Baowei lacked a clear and scientific expansion strategy when entering the Chinese market, sowing the "seeds" of failure.

2. Lack of in-depth "insight" into the Chinese market and consumers: For Baowei, which occupies a prominent position in Europe, the Chinese market to enter has its own unique region compared to European and Western countries. Culture, Chinese consumers are also very different from the European market and consumers in terms of purchasing power, purchasing behavior, consumption habits, value orientation, etc. Without conducting systematic and scientific market research, foreign executives who knew the Chinese market only had a casual visit to a medium-sized Chinese city and concluded that the Chinese market lacked purchasing power and market size. and the conclusion that potential is small and market cultivation takes a long time, committing the typical mistakes of "missing the forest for the trees" and "empiricism". This directly caused Baowei to lose an excellent opportunity to enter the Chinese market, giving world-class competitors including Nippon Paint, which entered the Chinese market first, a rare opportunity to "preemptively" seize the minds of consumers.

3. Errors in brand communication and consumer communication strategies: Managing a brand means managing the relationship between an enterprise and consumers, and between products and consumers. The establishment and consolidation of this relationship requires strategic precision and communication. Multiple channels and multiple angles of communication. Baowei lacks a deep insight into the inner world of Chinese consumers. It considers it entirely from its own perspective and treats consumers arrogantly with "the world's leading technology". It is completely technology-oriented rather than consumer demand-oriented. It treats consumers with cold technology. And there is a lack of emotional communication to spread the brand. In fact, in addition to functional needs for home decoration, Chinese consumers also need to be satisfied with personality, emotion and personal expression.

4. Errors in marketing system management: China is a market with a large geographical area and regional span, and the distribution channel systems of different regional markets are also very different. In recent years, supermarkets and hypermarkets have dominated New retail formats are emerging rapidly, and competitors are constantly innovating their distribution strategies in the Chinese market. Baowei's product sales and distribution system in the Chinese regional market lacks scientific planning. Regardless of the brand foundation, competition status, and the level and strength of the marketing team, Baowei launches a dealer development plan of "hundred cities, thousands of stores, and thousands of stores" entirely through imitation. As a result, local marketers were under pressure to hire professional research companies to deceive the headquarters with false numbers.

2. Strategic suggestions for Baowei to rapidly improve its brand in the Chinese market

1. Put aside your “aristocratic” status and enter the depths of the Chinese market: In a new country and market like China, Baowei needs to abandon past experiences and prejudices and listen carefully to the "pulse" of the Chinese market. In addition to hiring professional market research companies to conduct in-depth, scientific and thorough research on various regional markets in China, marketers also need to go deep into the first-line markets, conduct in-depth communication with dealers and consumers, accurately grasp the Chinese market environment and characteristics, and thoroughly understand The consumption behavior and habits of Chinese consumers, and a comprehensive understanding of competitors’ status and marketing strategies.

2. Scientifically plan China’s marketing strategy: Based on an in-depth understanding of the market, consumers, competitors, etc., and tapping the company’s own superior resources, identify the core competitive advantages that distinguish it from competitors, and scientifically plan Baowei China marketing strategy includes strategic goals, regional market strategies, strategic implementation plans and guarantee measures for the next 3-5 years.

3. Replanning the brand strategy: In the Chinese market, Baowei has fallen far behind its competitors, and few consumers know Baowei's "aristocratic" status in Europe. Consumers have no idea about Baowei. Latex paint brands already have their own ranking in mind. To this end, Baowei needs to reposition the brand and form a large differentiation from competing brands with significantly differentiated brand core values ??and distinctive brand personality.

4. Accurately determine marketing strategies: In the Chinese market, latex paint has evolved from a pure wall protection material into a culture, a fashion, and a display of personality. In the fierce competition of price war, performance war, quality war, and green environmental protection war, Baowei must form its own unique and competitive strategy in product structure, pricing, distribution channels, and advertising and promotion according to different regional markets. strategy.

5. Find the “button” of demand and strengthen brand communication: The Chinese market is an immature market, and brand awareness is still one of the most important factors affecting consumers. While Nippon Paint, Dulux and other brands are flooded with TV commercials, print ads, and newspaper ads, Baowei rarely makes any moves and appears silent. To this end, Baowei's important task in the recent stage is to identify the "button" of consumer demand, comprehensively strengthen the breadth, depth and frequency of brand communication with brand interest appeals that can arouse strong appeal and significant differences among the target groups. degree and quickly increase brand awareness.

6. Improve the marketing management system and distribution system: Based on the Chinese market environment and characteristics, establish a fully functional, fast-responsive, flat and efficient marketing management system to comprehensively improve the strategic thinking, comprehensive quality and business of marketing personnel Skill. At the same time, based on product characteristics, brand personality, target groups and competitor distribution strategies, Baowei plans the distribution strategy for the Chinese market, quickly builds distribution networks and channels, forms strategic partnerships with dealers at all levels, and fully seizes terminal resources.

The above strategic suggestions lack sufficient research and information support. The key for Baowei to quickly reverse its brand position and image in the Chinese market is to have strong strategic thinking capabilities and an international perspective. , localized market strategies and means. We look forward to Baowei, a European "noble", being able to quickly establish its true "noble" status and identity in the Chinese market!