The Forgotten Market
The good news is that the emerging middle class in China appears open to take on
a more aggressive participation role in the
area of architectural coatings. The question to ask is, “Are the coatings manufacturers poised to take advantage of this
apparent market change”?
Another way to phrase this question is,
“Do the coatings manufacturers understand
what the real drivers are for the Chinese Architectural Coatings market”? Reading various comments from many of the coatings
producers it would appear that they have
one thing in common; they tie their remarkable success to the unprecedented expansion of home construction inside China.
In other words, their definition of success
appears to be tied to a continuation of the
unprecedented home construction in China.
If we look at history, tying eventual
success to a market driver that is not fully
understand, was not developed nor man-
aged is at best dicey if not fool hardy. I
fear that the majority of the coatings pro-
ducers have forgotten what the real driv-
ers for the architectural coatings market
happen to be. Most of us understand that
when something happens quickly, comes
out of nowhere and takes off like a rocket
that it can just as easily go away as
quickly as it appeared.
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