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[Today's headlines] Nippon Zhongzhonglin: Brand innovation leads the industry development, keeps up with consumer trends to solve life pain points

2018 marks the 40th anniversary of reform and opening up. "40 view's 40" special planning column specially invites witnesses of the development of the home industry to understand the way of industry change and development.

Reform and opening up, the industry's economy is booming, of which the home furnishing industry has developed spurtily.

Nippon officially entered China in 1992, and witnessed the vigorous development of China's coatings industry and the rapid economic and social growth of China's reform and opening up for more than 20 years. It has grown to a well-known brand in the Chinese coatings industry. NIPPON always takes the responsibility to beautify and protect people's lives, and constantly creates products of superior quality, allowing beautiful color footprints to reach every corner of China.

At this special time point, Issue 40 of "40 view's 40", we are fortunate to invite Mr. Zhong Zhonglin, President of Nippon China, to tell the story of Nippon Brand.

Zhongzhong Lin, President of Nippon China

12 years in office, the brand continues to grow

"What really makes me happy is to find something in the sales that makes consumers agree." Looking back on the 12-year journey, Zhong Zhonglin said that the biggest gain was to see the growth of Nippon.

Since entering China in 1992, Nippon has shaped its brand image and developed business strategies in different market stages in accordance with national conditions, market and consumer needs. In 2014, we proposed a brand upgrade, from a paint manufacturer to a full-service coating service provider. From selling products to selling services, Nippon is no longer just selling paint, but creating a beautiful home for consumers and providing a new life. In the beginning, let consumers know that Nippon is not just a coating product, but a brand that can make life better.

Consumption upgrades continue to deepen. Zhong Zhonglin often joked that paint is not as good as sanitary products, because sanitary products can be seen everywhere in Logos, but paints don't have this appearance. Paint products are different from FMCG products. The communication object of FMCG products is users, but the communication object of the paint industry is not users. People who buy paint do not paint walls, so paint products are more complicated than FMCG products.

Leading industry development and solving consumer pain points

Zhong Zhonglin believes that, regardless of past or future, the purpose is to let Nippon go forward. Consumers' recognition comes from Nippon's seeing consumer needs for products and services. First, the products are constantly upgraded. For example, in 2006, NIPPON promoted "Net Taste" products, so that consumers in the process of living or oilers in the process of use, there is no unpleasant odor, and quickly achieve the net taste effect. Second, water-based. Whether it is industrial coatings or civilian coatings, or even automobiles, water-based coatings have been achieved. In addition to the promotion of government environmental protection policies, furniture paints have also achieved "oil-to-water". It is continuous innovation that has always led Nippon. Go forward. Third, the full coating system. Nippon Steel integrates each step of the coating process, from wall strengthening, waterproofing, plasterboard joints, screeding of the bottom layer, and covering of the surface layer, replacing the substrate coating with environmentally friendly emulsions and environmentally friendly polymers. The construction glue used in the brush is the first to introduce a "full glue-free" wall coating system.

In 2011, Nippon Bunko put forward the brand idea of “Nippon Bunga, refreshing your life”, and established a clear brand image among consumers. Connect with consumers from a brand perspective, innovate products from consumer needs, and products must evolve with the times as consumers demand. In the process of change, it is not only necessary to understand the present, but also to speculate on future trends. Brands must be above consumers and lead the upgrade of consumption so that they can add points to brands.

Simplify complex issues and keep up with consumer trends

People often say, "Simplify complicated things," but Zhong Zhonglin thinks that this is not simple at all. The current home furnishings and home improvement are moving in the direction of "simplification". In other words, it is to find out all the pain points of consumers and solve them, which is very important for consumers.

"Nippon Refresh Service®" is to find consumers 'pain points for decoration "troubles", starting from "without your hands" to meet consumers' needs for home improvement and repainting, and connecting "Nippon, refreshing your life" brand Ideas that generate brand value.

"I often self-examine and I often talk to employees about one thing. Most companies think of their own needs rather than the needs of consumers. If you want to ask the next 10 years of home furnishings, you have to look at Consumer demand after zero. "Zhong Zhonglin said. The times are changing too fast, and these changes will change all the needs of human life, including home. Because of the changes in AI intelligence, the home industry is completely different, but home life will never be separated, and the talk is simple, comfortable, environmentally friendly, and healthy. Only the form presented to consumers is different. This is a question that every household industry person must think about.