Daily plastics industry go from here
State Information Center’s economic forecasting department of a statistics show that from January to February of this year, China’s plastic products industry had total sales revenue of 91.309 billion yuan, up 24.4%, lower than same period last year to speed up 1 percentage point. In addition to plastic film manufacturing, plastic packaging and containers manufacturing and commodity plastics manufacturing industry, the other sub-sectors in sales growth exceeded 20%. First two months of total industrial sales output value of plastic products industry 93.635 billion yuan, an increase of 22%. Among them, plastic wire, rope, and the preparation of product manufacturing industry grew rapidly, up 38.5%, plastic packaging and containers manufacturing and commodity plastics, manufacturing and other industrial output value have also maintained over 20% growth rate. From the above data is easy to see, throughout the plastic products industry, and daily sales of plastic relatively slow growth of industrial output growth rate maintained at above 20% though, but with the other sub-sectors of the growth rate of 38.5% compared to , there is a considerable gap. Many enterprises were disclosed, plastic is a price to win business, most of them could not bear in equipment, technology, product design and development to spend a lot, only looking at immediate, resulting in a low-grade plastic products made in turn led to lower corporate profits will not be able to devote more capital to innovation, and thus fall into a vicious circle. But as prices continue to highlight the theme of plastic raw materials and products highly competitive market, this product enterprises will fail to adapt to the market situation changes. Due to mainly rely on price competition, product grades tend to play a lot of discounts, especially the daily life of goods. To produce basin, for example, foreign products in general shape after polishing, edging and other processes, but the domestic enterprises in order to reduce costs, increase production rate and the post-processing of these processes is omitted, the products often come with a serious rough edges and surface, give a low-grade feeling. Longer Tupperware, for example, because of their demands for higher airtight, so the box body and lid of the size of a very high accuracy requirements, which requires enterprises to have a higher level of processing technology. The Chinese-made Food Container due to processing technology, equipment, precision constraints, airtight much worse than the imported products, the result of imports of Chinese-made Food Container Food Container price of up to 6-10 times. In addition, follow the trend of a serious lack of self-design, but also allow domestic brand in the market competition in a passive state. Household plastic products deep into people’s lives every little detail, but the size of household plastics manufacturing industry is in the national economy is relatively small. Product value is low, low-skilled, low added value and sector-specific restrictions on the size of the development of the entire industry. To this end, daily-use plastics industry in the implementation of brand strategy, a number of difficulties encountered. The mid-90s of last century, when almost all the industries are in catch on to promote brand awareness, promote corporate brand image of the time, daily-use plastic products industry, some of the leading enterprises to start thinking about their own brand and even industry-wide problem. As the industry, small-scale level of importance attached by the Government will naturally be less than the automobile, home appliances and other industries represented, regardless of social resources or the enterprise’s own resources are obviously insufficient. When an enterprise or industry to a higher level development needs of the time, it will therefore be limited. Person in charge of related businesses, in fact, the industry are a number of large manufacturing enterprises, but they are basically not do domestic sales only provides the export product. For the domestic commodity plastics industry, the resulting lack of strength and resources to do both a strong business-led, to enhance the brand reputation of the entire industry, let alone have a long-term strategic resource. Contrast, daily chemical industry, Procter & Gamble, Unilever and other industry leaders have been responsible for propaganda and the important task of brand awareness, combined with advertising resources from the capital to the long-term investment before the end of the day to promote the domestic consumer market into the age of branding. The daily-use plastics industry is the lack of such a scale enterprises to take the lead work. There are daily in charge of plastics manufacturers who laments that the current dominant consumer market, advertising is still strong, daily-use plastic products as low-value consumables, but why can not bear the weight of advertising costs. Although rich in product variety, but it is not as good as home appliances, mobile phones and other high cost, or food to people’s health and safety are closely related to the industry a high degree of concern. In this way, daily plastics industry, the brand is not easy to walk the road. To this end, the experts suggest that daily-use plastics business premise in the face of difficulties, we should get out a suitable route to build their own brands.
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