Based on the analysis and prediction of industry trends and policy trends, combined with the comprehensive consideration of the company's own development, in September, Supper Chemical proposed a brand transformation proposal and was unanimously approved.
This transformation was followed by the general manager of Xiupu Ouyang, who called it "return to the original heart", and the meaning of the return is not only through the adjustment of Xiuper Chemical's development structure: the business focus shifted from the construction floor to the industrial site In the field of flooring, reduce the scope of diversification and focus on the brand positioning of professional floor service providers; it is also reflected in Xiuping Chemical's vigorous struggle against the chaotic status quo in the field of floor coating: it will create an order by creating a standardized platform The competitive atmosphere of floor paint leads the whole industry to develop in a healthy and benign direction.
Ouyang, general manager of Supper Chemical
Choice and perseverance
According to the data, since its establishment in 1984, Supper Chemical has become a leading enterprise in China's architectural coatings sub-industry integrating R & D, production, sales and construction of floor materials, polyurea materials, MMA materials and other anticorrosive and waterproof materials. And the three major series of product systems mainly based on traditional floor paint, inorganic floor materials and polyurea waterproof materials, brand strength and image shaping in the six major expansion fields of transportation, energy, municipal, real estate, military, and industry have gradually gained popularity. .
While Supper Chemicals has grown into a provincial high-tech enterprise with annual sales of more than 600 million yuan, the overall trend of its floor industry is constantly changing. These continuous and complicated changes, both good and bad, not only show the most real status of the floor industry, but also play a direct role in Xiuping's decision to make a brand transformation.Benefiting from the previous rapid development of the real estate industry, the flooring industry achieved solid capital accumulation at the same pace. As one of the biggest beneficiaries, Supper Chemical has been taking the real estate industry as the focus of business development in the past ten years, especially in the garage field, it has done a lot of product development and promotion work. Correspondingly, the real estate business also contributed 60% -70% of its performance.
Xiupu project case: Shenzhen Ping An Finance Center parking lot
Xiupu Project Case: Corridor of Shanghai Center Building
However, with the arrival of the real estate industry's "prosperity and decay" moment, the market potential it has demonstrated no longer has an absolute advantage for the flooring industry, so the real estate market has insufficient brand power, low concentration, and varying delivery standards. The chaos in the flooring industry is completely exposed, and it is difficult to offset it with performance growth. As a result of the lack of standards and order, the competitive environment of the flooring industry began to show signs of deterioration.On the other hand, for the floor paint, almost all real estate companies' bidding mode is now shifting from the way of building a floor by project to the centralized purchase method by company or group. Because centralized procurement can greatly save costs, management time and intermediate links. But it is precisely because of centralized purchasing, the double-package price of the entire floor industry has fallen sharply. The "no minimum, only lower" price war has pushed the competition in the floor paint field to a more intense situation.
At the same time, there is a steady stream of non-professional floor coating industry entering the real estate floor field. Moreover, these companies that have transferred from other coating product fields to the floor paint industry may have to spend 80% of their energy on the floor projects that account for a small proportion to produce 20% efficiency. This expansion mode is not only a waste of its own development resources, but also further aggravates the overcapacity situation in the real estate floor paint field.
As a result of the market space being repeatedly compressed, the return on investment in the real estate floor area is getting lower and lower. Therefore, some early-stage companies in the field of floor segmentation have gone against the trend and chose to leave. Since this year, foreign brands such as Dulux, Fusler, Haihong Seniors and others have shut down the floor paint business in China and withdrew from the floor paint field.
In this regard, Ouyang Jiangji described: "Under the leadership of the real estate market, the floor paint industry has developed into a siege. Enterprises outside the city want to come in, and enterprises inside the city want to go out."
However, Supper Chemical does not belong to any of these two types of companies, because it always believes that the real estate market is not all the output of floor products, and there are too many things that can be done in the field of floor paint. Therefore, starting from the sense of mission of professional floor paint companies, Supper Chemical decided to challenge the existing industry barriers and update the original order system through creative, breakthrough and open product and channel research through brand transformation. Broaden the boundaries of the floor paint field and move towards unknown but more likely directions.
Between gains and losses
Since the proposal passed in September and the implementation in October, Xiuping Chemical has already achieved some success in the field of professional floor services in just 2 months. "This year, our layout in the food, medicine, machinery manufacturing, advanced equipment manufacturing and other industrial fields has been synchronized. For example, in the photoelectric industry, this year has basically completed the construction of the two new bases of Foxconn and BOE. The progress of the floor." Ouyang The lecture continued.
According to the previous forecast, only by exerting its strength in the field of electronics, Supper Chemical can get orders of about 2-3 billion a year. Coupled with the booming food and nationally promoted medicine and other fields, once the professional is truly refined in industrial flooring, the casting of the Xiupai flooring brand, the creation of industry influence, and the future professional flooring image The modeling will have a positive role in promoting.
The reason why they can intervene so easily is that for Supper Chemical, entering the industrial floor field is not opening up new fields, but returning to the "old business." "When Supper first started, it was focused on the industrial floor field, and had cooperated with Lenovo, TCL, etc., and also had a certain share in the food industry floor field. It was only from the late 1990s to the middle of the 21st century In the past ten years or so, the real estate industry has developed too fast, and our energy has been put on this industry, and the original focus has been lost. "Ouyang Jiangji said.
Xiupu Industrial Floor Case: Tibet Dairy Processing Workshop
After regaining the focus of industrial flooring and returning to the position of a professional flooring service provider, Supper Chemical has been doing subtraction. In October, the first month of the implementation of the transformation plan, Supper Chemicals cut off a new materials division. Next, product channels such as waterproofing and coiled materials, and output channels such as rail transit and real estate floors will also be adjusted and reduced. In the future, Supper Chemical will only specialize in environmental protection.To this end, Supper will transfer more time, manpower and funds to the industrial floor field, and continuously increase the industrial floor channels, including food, medicine, electronics, logistics and other industrial floor development are within its scope of expansion. "In the past two months and in 2019, we will devote our energies to this. We hope that in the future, at least in domestic large-scale industrial projects, Xiuper can participate." Ouyang Jiangji said.
However, there are gains and losses. From the early stage of the real estate industry to the industrial field, it is inevitable that the overall performance of the company will be affected. Ouyang will continue to say this, "After all, it is from a huge market base to the industrial field. It is impossible to be affected. "But he is more sure of the significance of the transformation." Supper has developed to this day, what it wants to pursue is no longer the rapid growth of performance, but the long-term stable, sustained and healthy professional development. "
The simplest wish of Xiupo Chemical towards professionalization is: when any enterprise in the industrial field needs to make a floor in the future, the first thing that comes to mind is Xiupo. Just like latex paint in the field of home improvement, I think of Nippon immediately.
Regardless of the transformation or not, in terms of the development volume of Supper Chemicals today, it is a vested interest in the floor segmentation industry, but it has not self-dispelled, and it is cautious about the praise and comment of the outside world. Find a scale between self-development so that it is both accurate and recognized. Ouyang Jiangji said, "Can the floor industry develop healthily" is an option. When you choose energy, it has the possibility of healthy development.
Therefore, the implicit transformation of Supper Chemical's auxiliary role is to promote the construction standardization of the entire industry. In the future, Supper Chemical will be committed to building a platform for construction management, bringing together all links that can solve all the resources required by the floor, such as builders, contractors, distributors, equipment manufacturers, etc., in accordance with the established standards for construction standardization Under the responsibilities of each department, the construction and acceptance process of the floor project is completed in a standardized manner.
"The current status of the flooring industry is that there are standards for materials, but there is no standard for construction. Anyone can do it. So we hope to guide and improve the construction standardization of the industry through a professional platform." Ouyang Jiangji said. After the construction platform is operated, Supper Chemical will dilute the role of the engineering contractor, let the construction out of the profit, and only become a professional floor material supplier. "In the past, after we took over the project, we did the work by ourselves. In the future, Supper is only engaged in product development, production, sales, and promotion. The construction part is handed over to the builders and dealers."
Based on this, there are still many organizational adjustments that Supper Chemical needs to make. The first is the establishment of a construction standardization system. On the basis of the platform, the equipment, materials, primer, and amount used in the construction process need to have standardized standards. The second is the improvement of the supervision and acceptance system to ensure the entire Engineering quality; go further, unite the power of the industry and the association to do some standardization work, including participating in the formulation of the floor industry standards, coating system standards, product standards, etc.
Out of the "industry responsibility" of a leading company, Supper Chemical's efforts in standardization transformation at the level of industry guidance are in fact equivalent to putting a tight spell on the industry, which is likely not to be understood and recognized by others. There are also concerns in this regard, "it cannot be said that the transformation is not troubled", but there is still a need for change.
One of Ouyang ’s most respected stories is that when an eagle is 40 years old, its feathers, claws, and beak will naturally age. After the aging, the eagle cannot fly or prey. The eagle will hit the rock with its long and curved beak until it completely falls off, and then wait for the new beak to grow; then use the new beak to pull out the nails one by one; after the new nail grows, then Pull out the feathers piece by piece. After the new feathers grow out, they can fly again five months later. The eagle can soar in the vast sky and continue its life journey for the next 30 years.
This story is analogous to the current growth stage of Supper Chemical, but it is more in line with the development status of the entire flooring industry that has gradually slowed down after more than 30 years of rapid development after reform and opening up.
"This is the starting point for all of Xiupei Chemical's current consensus on the layout of standards. We don't have to pass on these, but our companies must comply with these. At least we believe that the premise for the company to grow further is that the industry it is in is getting healthier. "Ouyang said afterwards," It's much harder to keep moving forward than to stay on the spot, but it also makes more sense. "
In the future, in the dynamic development process, Supper Chemical will also introduce more system standards that fit, these layouts will promote Supper Chemical to eventually achieve the goal of a professional floor service provider.