Two competitive strategies of the world's most pop

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Two competitive strategies of the world's paint giants March 1, 2004 the world's paint industry has gone through a period of rapid development and entered a mature period. Moreover, the markets of developed countries have become more and more full, and developing countries and regions have become the focus of competition among large companies due to their huge market potential. At present, the total output of coatings in the world is about 28million tons, of which architectural coatings account for 40%-50%, about 11 ~ 14million tons. In the countries with industrial development, architectural coatings are the largest class of coatings with a consumption ratio and a pneumatic accuracy of ± 0.5%, accounting for about 50% of the total output of coatings. The annual output of architectural

coatings in the United States has been maintained at about 2.7 million tons in recent 10 years, accounting for 52% of its total output of coatings. Europe and Japan have also basically maintained this level. According to the prediction of American Freedonia group, by 2005, the annual growth rate of world coating demand will be 3.7%, reaching 28million tons. Although the average annual growth rate of Latin America and Eastern Europe will exceed this average, the Asia Pacific market will grow faster. In the Asia Pacific region, although India, South Korea and Taiwan, China also have rapid growth, China's mainland will grow at a faster rate, with an average annual growth rate of 6.6%. Japan's demand growth rate is expected to be lower than the world average growth rate. The average annual growth rate of the coating market in Eastern Europe is about 8%, and there will be rapid growth. For example, the per capita annual consumption of coating in Poland is 8kg/person, while that in Western Europe is 16kg/person. The average annual growth rate of coating market in Western Europe, North America and Japan is 2%-

3%. The North American material testing machine is used to test the physical and mechanical properties and process properties of various materials under different conditions. Western Europe will continue to account for more than half of the global demand for coatings. In order to compete for the future paint market, the world's paint giants have already launched a strategic strategy, which can be summed up as nothing more than two points: one is to expand their real strength, reduce costs and improve competitiveness through mergers and acquisitions; the other is to develop new technologies and products, especially green environmental protection products, and seize the commanding heights of the market

mergers and acquisitions enhance strength

in recent years, the world coating industry has shown an obvious trend: in order to achieve the goal of global rationalization, multinational companies have formed the scale effect of market integration through strategic mergers and acquisitions, cooperation and joint ventures. With the concern of consumers and the international society for environmental protection, the investment in product research and development in the international coating industry is increasing, while the increasing saturation of the world coating market leads to more intense competition. These various reasons have led international coating enterprises, including some giants, to continuously carry out global mergers and acquisitions and joint ventures to form a market integrated scale effect in order to achieve the goal of global rationalization, and to improve their competitiveness through a certain degree of monopoly. In addition, this kind of acquisition, merger and integration has become a trend and began to spread to developing countries. This development pattern leads to the increasing concentration of paint production, and the dominant products of large enterprises are more monopolistic and competitive

AkzoNobel, one of the largest coating companies in the world, was formed by the merger of AkzoNobel in the Netherlands and Norbert in Sweden. After the US Xuanwei company acquired Hutton company with us $830million, it successively acquired two coating companies, Zhili and Brazil. AkzoNobel recently carried out business merger and acquired coating companies including British

plascon company. It also plans to acquire SigmaKalon company of the Netherlands. SigmaKalon company is the coating business department of atofina company, which is the second largest manufacturer of decorative coating materials in Europe after Aksu. AkzoNobel will further expand its coating business in the United States and

Asia through mergers and acquisitions to enhance its strength. Recently, AkzoNobel and Roma Haas strengthened their competitive position in the global coating business by acquiring the powder coating business of ferro with a total value of US $160million

freu company is the fifth powder coating manufacturer in the world. Freu company transferred its powder coating business in the United States and Asia to AkzoNobel for us $73million. The company's sales in the United States and Asia in 2001 were US $100million. The business includes production facilities in Tennessee and Ohio in the United States and production facilities in Ningbo, China and Ulsan, South Korea. In addition,

transferred its European business to Roma Haas company for us $60million, with annual sales of US $80million in European business,

including production facilities in Britain, Germany and Spain. This kind of acquisition, merger and integration has become a trend, and it also has a tendency to spread to developing countries

in 1963, there were 1800 paint manufacturers in the United States, with a paint output of 3.54 million tons. After 30 years of development, by 1994, the number of paint manufacturers had decreased to 800, while the paint output had increased to 4.9 million tons. In the past 30 years, the number of paint manufacturers in the United States decreased by 55.6%, while the paint output increased by 38.4%. The sales of the top 15 companies accounted for 45% ~ 50% of the total paint sales in the United States. The sales of the top 50 companies accounted for 85% of the total paint sales in the United States. By the late 1980s, an average of 25 ~ 35 paint companies in the United States were acquired or merged every year. At present, the annual output of the top 10

coating companies in the United States accounts for more than 70% of the total amount of coatings in the United States. The annual output of the world's 10 largest coating companies accounts for 1/3 of the world's total coatings, and the market share reaches 60%. AkzoNobel is the largest paint manufacturer, with annual sales of 5.6 billion euros. The company plans to double its paint sales in the next five years, including establishing a joint venture with other paint companies

China with rapid economic development has undoubtedly become an ideal target for strategic mergers and acquisitions of coating giants. For Chinese enterprises, it is undoubtedly a shortcut to rapidly improve the technical level and brand reputation by directly connecting with international coating giants through joint ventures and cooperation. Since the 1990s, in the past 10 years, the world's top ten coating enterprises, including Japan's "Lili"

state ", Britain's ICI, the United States" Xuanwei ", the Netherlands" Aksu ", Germany" BASF ", Japan's" Kansai "

and so on, have set up general agents or established production plants in China, and their market share of products has rapidly climbed to 45%

Nippon will invest 4.1 billion yen to expand the production capacity of Langfang company and Suzhou company to 160000 tons respectively, that of Shanghai

sea to 140000 tons, and that of Guangzhou to 70000 tons. All the projects were completed and put into operation in 2005. At that time, the production capacity of

in China will reach 510000 tons. According to the prediction of China's coating demand of 2.7 million tons in 2005 in the tenth five year plan, Nippon

will account for 19% of the national market share. In the future, Nippon's key areas of development in China will be transferred to the automotive coatings and Industrial Coatings Markets. The production capacity of these two coatings will be expanded. At the same time, architectural coatings will continue to improve its sales network. In three to four years, the Japanese paint company is expected to double its current annual sales in China's paint market by conservative estimates, of which the sales of automotive and industrial coatings will be 2.5 times that of the current. Kansai coating recently decided to invest in expanding the coating production capacity in China. It plans to increase the annual production capacity of automotive coatings from the current 22000 tons to 42000 tons in two years, and increase the annual production capacity of marine coatings from 48000 tons to 78000 tons

In October, 2003, AkzoNobel announced the official opening of a new non stick coating plant in Dongguan, China. The

factory specializes in the production of liquid coatings based on fluorocarbon and silicon compounds, with high heat resistance. It is mainly used in the rapidly growing kitchen appliance industry in China, as well as many special industries such as automobile pistons and copier rollers. The

plant has an investment of 2.5 million US dollars and an initial annual output of 1500 tons. All the products are sold in the Chinese market. The establishment of Dongguan non stick coating factory is part of its plan to invest 10million to 15million dollars a year to build one to three new factories in China. AK

Su Nobel will build a coating resin plant in Suzhou China coating center. The unit will produce acrylic acid, alcohol

acid and amino resin, and is planned to be put into operation in 2004. This device is the fourth set of coating resin installation in Asia of Aksu company. The company also has production facilities in Surabaya, Indonesia, malaka, Malaysia and Bangkok, Thailand

the United States, Canada, Italy, Germany and other countries have successively established joint ventures or pre built large ball screw in China. Because there are many ball rotation production lines between the ball screw shaft and the screw nut of the ball screw pair. Large paint manufacturers in Taiwan and Hong Kong are also actively planning to participate in the competition. Since 1990, there have been about 16 wholly-owned and joint venture architectural coating plants in China, each with a production scale of 20000 ~ 50000 tons. The entry of international brands will bring us advanced production technology, management and marketing concepts, help promote the revolutionary transformation of Chinese coating industry enterprises and industrial structure, rapidly improve the level of China's coating industry as a whole, and the common people will eventually benefit from consumption

the key is the competition of technology

accelerating research and development and continuously launching new products are the mainstream of sustainable development in the paint world today, and also the needs of competition. After the promulgation of the international environmental protection law, developed countries have successively put forward three prerequisites and four original principles for the development of the coating industry, namely, no pollution (no pollution), saving resources, saving energy and economy, efficiency, ecology and energy. Affected by this, the coatings in the world have made great progress in terms of product variety, scale application, quality level and research level

as a safer and cleaner chemical product, a new yttrium coating developed by PPG company of the United States in recent years won the

Presidential Green Chemistry Challenge Award

this new coating can replace the lead-containing car primer. So far, the China building waterproofing association has released a research report at the 2014 annual meeting of the building waterproofing industry, saying that Ford, Nissan, Mitsubishi and other companies have begun to use this coating on new

vehicles in North America. Yttrium oxide has no adverse effect on human body and no pollution to the environment. Compared with lead

, it can be called a non-toxic substance (the half lethal dose of lead to mice is 10g/kg). The cost of yttrium oxide coating is the same as that of lead, but its dosage is only half of that of lead. If the user originally used the plating system of PPG company, there is no need to change the equipment, and the yttrium coating can be directly used. In addition, with yttrium coating, the amount of nickel used in the pretreatment process can be reduced by

and chromium is not needed at all

Wiener has launched a new product of German shield ceramic thermal insulation coating in the Chinese market. This German shield ceramic thermal insulation coating (thermo shield) is a water-based coating composed of extremely small vacuum ceramic microspheres and its corresponding environmental protection lotion. It has strong adhesion with the wall, metal, wood and other substrates. It can achieve the purpose of heat insulation by directly applying about 0.3mm

on the surface of the substrate. Measurement of the use effect of American house laboratory on civil buildings

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