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%。

Single product structure: customers mainly produce asphalt-based waterproofing membranes and waterproof coatings, lack of high value-added products such as polymer waterproofing membranes, and cannot meet the diversified needs of the market. Polymer waterproofing membrane has the advantages of high durability, safety, environmental protection, pollution-free, reusable, etc. It is the mainstream of the development of waterproof materials in the future, and the market demand will gradually increase.

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.

The main downstream customers of the waterproof coating industry, including real estate developers, construction enterprises, engineering supervision units, etc., understand their demand characteristics, procurement standards, selection preferences, satisfaction and so on.

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.

The main experts and media in the waterproof coating industry, including industry associations, research institutions, authoritative media, etc., understand their views and suggestions on the development trend, policies and regulations, and technological innovation of the waterproof coating industry.

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.

Channel analysis: Analyze the channel structure and channel efficiency of the waterproof coating industry, evaluate the characteristics and advantages and disadvantages of different channel types, and determine the best channel combination and channel management strategy for customers.

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.

Help customers optimize the channel structure and channel efficiency of the waterproof coating industry, select the appropriate channel type and channel partners, and improve channel coverage and channel profits.

Help customers to enhance the brand influence and brand loyalty of the waterproof coating industry, establish a unique brand image and brand value, and increase brand awareness and brand reputation.

Help customers innovate the marketing model and marketing effect of the waterproof coating industry, use the Internet, social media and other new media platforms for brand promotion and user interaction, and improve the marketing conversion rate and marketing return rate.

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.