立邦中国区总裁钟中林：做涂料中的可口可乐

Nippon China ZhongZhongLin President：Do coating of Coca-Cola

　　夷施

Yi shi

　　房地产政策持续调控，一二线城市又相对饱和，涂料行业在未来的市场空间还有多大？

The real estate policy continuous regulation，A second city and relative to the saturation，Paint industry in future market space and much？

　　立邦中国区总裁钟中林日前在接受《第一财经日报》专访时称，立邦会将更多的增长点寄望于三四线城市和保障性住房市场。“这一块对于我们的外墙和工程有很大助力，今年，立邦中国整体会继续保持两位数的增长。”

Nippon China President ZhongZhongLin recently in accept《The first financial daily》Interview as，The nation will hope more growth in three or four line cities and indemnificatory housing market。“This one for our outer wall and engineering has great power，This year，Nippon China's overall will continue to maintain double-digit growth。”

　　街边店模式 Street shop mode

　　世界品牌实验室的读者调查显示，在中国的涂料市场上，立邦与多乐士两个品牌的支持率，占到了95.88％，而所有其他品牌加起来不过3.29％。

The world brand laboratory readers survey，In the Chinese paint market，Nippon and duoleshi two brand's approval rating，Up to 95.88%，And all the other brand added up to no more than 3.29%。

　　立邦这几年在中国几乎保持每年两位数增长，已经发展了约1685家经销商，3600多家专卖店，16000多家分销店。目前，中国市场已经成为立时集团（立邦中国母公司）第一大市场，占其亚洲销售总额的一半以上。

Nippon in recent years in China, almost keep double-digit annual growth，Has developed about 1685 dealers，More than 3600 monopoly stores，More than 16000 home retail shop。At present，The Chinese market has become immediately group（Nippon China's parent company）The first big market，The total sales accounted for more than half of Asia。

　　据钟中林介绍，立邦目前在中国的市场份额在17%~20%。传统粗放式的以门店数量取胜的扩张方式将会被提升店效这种内涵式的扩张方式取代。同时，钟中林表示，并不看好大卖场和建材市场这种传统的流通渠道，不仅仅是因为高额的场租和上架费。“消费者对卖场和建材市场这种渠道的诉求远远不及开到家门口或者繁华街道边的小型专卖店。”

According to ZhongZhongLin introduced，The nation at present in China's market share is 17% ~ 20%。The traditional extensive to the expansion of the number of stores win way will be promoted shop effect the connotative expansion way to replace。At the same time，ZhongZhongLin said，Don't think big box and building materials market this kind of traditional circulation channel，Not just because of the high cost of ChangZu and a shelving fee。“Consumer to markets and building materials market this channel appeal far more open to the door or the edge of the busy streets small stores。”

　　今年，立邦会在“北、上、广、深、杭州、天津”这些特级、一级城市规划150个店，主要以“街边店”的形式为主。

This year，Nippon in“north、on、wide、deep、hangzhou、tianjin”These super、Level 1 city planning 150 shop，mainly“Street shop”Mainly in the form of。

　　做涂料中的可口可乐 Do coating of Coca-Cola

　　钟中林在进入立邦之前，曾于康师傅控股公司任天津顶益国际食品有限公司营业经理、行销协理及天津顶益国际有限公司总经理，及康师傅方便食品事业群总经理等职位。

ZhongZhongLin before in the nation，Once in the kang teacher holding company RenTianJin DingYi international food co., LTD., the business manager、The marketing assistant manager and tianjin DingYi international co., LTD., general manager，And kang teacher convenient food business group general manager position, etc。

　　行走于工业消费品和生活消费品两者之间，钟中林对涂料这种看似与消费者日常生活不太相关的产品有自己的认识。

Walking in the industrial consumer goods and between consumer goods，ZhongZhongLin to paint this seemingly and consumer daily life is not too related products have their own understanding。

　　“快消行业中，我很喜欢可口可乐这家公司，它将年轻、快乐的定位抓得很准。”钟中林称，这与立邦也有着异曲同工之处。在涂料行业中，立邦对色彩的倡导无人能及，不论是比肩作战的竞争对手多乐士，还是国内的涂料巨头三棵树、华润漆或者紫荆花等等。

“Fast disappear in the industry，I like Coca-Cola the company，It will be young、Happy positioning grasp very accurate。”ZhongZhongLin says，This and Nippon also have the same place。In coating industry，The nation to the color advocate and no one can，Whether shoulder to shoulder combat competition duoleshi，Or domestic paint giant three trees、Huarun paint or bauhinia, etc。

　　虽然立邦已处于遥遥领先的市场地位，但钟中林称：“20年前我最欣赏的企业是摩托罗拉，它就在我的工厂旁边。再经过了几年，我发现摩托罗拉不值得尊敬了，还是诺基亚了不起，以人为本。诺基亚现在陷入了困境，所以永远不能谈成功。”

Though the nation has set up a file in the far ahead of the market position，But ZhongZhongLin says：“20 years ago I appreciate most enterprise is MOTOROLA，It in my next to the factory。Then after a few years，I found that MOTOROLA is not worth the respect，Or nokia something，people-oriented。Nokia now was in trouble，So never talk about success。”

　　尽管立邦在产品形态上归属于工业消费品，但从立邦的行销推广策略上看，也许像卖快速消费品一样来卖涂料才是它的终极目标。

Although Nippon in product form attributable to the industrial consumer goods，But in the Nippon marketing promotion strategy to watch，Maybe like sell fast moving consumer goods to sell as coating is its ultimate goal。