Project Background

Waterproof coating is to prevent rainwater, groundwater, industrial and civil water supply and drainage, as well as moisture in the air, steam and other functional materials into the building. The scale of the waterproof coating market is closely related to the development of the construction industry. With the acceleration of my country's urbanization process, the total output value of the construction industry continues to grow, and the demand for waterproof coatings continues to expand.

Shangpu Consulting is a company specializing in industrial market research and consulting services, with many years of industry experience and professional team to provide customers with customized solutions and strategic advice. Shangpu Consulting has many successful cases in the waterproof coating industry, providing customers with market analysis, competitor analysis, channel analysis, brand strategy, marketing strategy and other services.

Customer pain points

A well-known domestic waterproof coating manufacturer (hereinafter referred to as the customer) is facing the challenge of increasingly fierce market competition, the main pain points are as follows:

Market share decline: the customer's share of the domestic waterproof coating market has declined year by year, from2016of the yearxx%Drop2020of the yearxx%, far lower than the industry leader Oriental Yuhong'sxx%。

产品结构单一：客户主要生产沥青基防水卷材和防水涂料，缺乏高分子防水卷材等高附加值产品，无法满足市场多样化需求。高分子防水卷材具有耐久性高、安全环保无污染、可重复使用等优点，是未来防水材料发展的主流，市场需求会逐渐提高。

Insufficient brand influence: customers in the waterproof coating industry lack of visibility and reputation, can not compete with the Oriental Yuhong, Keshun shares and other head enterprises. The lack of brand influence has led customers to be at a disadvantage in the collection of housing enterprises, unable to obtain more orders and profit margins.

Backward marketing strategy: customers lack innovation and breakthrough in marketing, mainly rely on traditional channel promotion and advertising, do not make full use of the Internet, social media and other new media platforms for brand promotion and user interaction, can not effectively improve brand awareness and loyalty.

Project Purpose

Customers hope that through the professional services of Shangpu Consulting Company, they can understand the market status and development trend of waterproof coating industry, analyze their own advantages and disadvantages, formulate effective competitive strategies, enhance market share and brand influence, and enhance core competitiveness.

Research object

The research objects of this project include the following categories:

The main manufacturers in the waterproof coating industry, including Oriental Yuhong, Keshun, Zhuobao Technology, Hongyuan Waterproof, etc., understand their product structure, market share, brand image, marketing strategy and so on.

防水涂料行业的主要下游客户，包括房地产开发商、建筑施工企业、工程监理单位等，了解其对防水涂料的需求特点、采购标准、选择偏好、满意度等情况。

The main channels of the waterproof coating industry, including distributors, agents, wholesalers, etc., understand their cooperation mode with production enterprises, channel profits, sales, market feedback and so on.

防水涂料行业的主要专家和媒体，包括行业协会、研究机构、权威媒体等，了解其对防水涂料行业的发展趋势、政策法规、技术创新等方面的看法和建议。

Project Content

The main contents of this project include the following aspects:

Market analysis: analyze the data and information of the market scale, growth rate, regional distribution, product structure and application fields of the waterproof coating industry, and evaluate the market potential and development space.

Competitor analysis: Analyze the competitive landscape and competitiveness of the waterproof coating industry, evaluate the strengths and weaknesses of major competitors, and identify the positioning and differentiation of customers in the market.

渠道分析：分析防水涂料行业的渠道结构和渠道效率，评估不同渠道类型的特点和优缺点，确定客户的最佳渠道组合和渠道管理策略。

Brand strategy: analyze the brand environment and brand influence of the waterproof coating industry, evaluate the customer's brand image and brand value, and formulate the customer's brand positioning and brand communication strategy.

Marketing strategy: analyze the marketing mode and marketing effect of waterproof coating industry, evaluate the marketing resources and marketing ability of customers, and formulate the marketing objectives and marketing plans of customers.

Project Value

This project provides value to the customer in the following areas:

To help customers fully understand the market situation and development trend of waterproof coating industry, grasp the market opportunities and challenges, and formulate reasonable development goals and strategic planning.

Help customers to deeply analyze the competition pattern and competitiveness of waterproof coating industry, clarify their own advantages and disadvantages in the market, and formulate effective competitive strategies and countermeasures.

帮助客户优化防水涂料行业的渠道结构和渠道效率，选择合适的渠道类型和渠道合作伙伴，提升渠道覆盖率和渠道利润。

帮助客户提升防水涂料行业的品牌影响力和品牌忠诚度，建立独特的品牌形象和品牌价值，增加品牌认知度和品牌口碑。

帮助客户创新防水涂料行业的营销模式和营销效果，利用互联网、社交媒体等新媒体平台进行品牌宣传和用户互动，提高营销转化率和营销回报率。

Help customers to improve the product structure and product quality of the waterproof coating industry, develop high value-added products such as polymer waterproofing membranes, meet the diversified needs of the market, and improve product competitiveness and product profit margins.

Help customers to bring professional market research and consulting services to the waterproof coating industry, provide strong support for customers' market expansion and strategic decision-making, provide a strong guarantee for customers' market share and brand influence, and provide a strong impetus for customers' core competitiveness and business performance.