With the rapid expansion of China's imitation stone coating market, the coating market with hundreds of billions of blue oceans is prevalent, and how to break the volume has become a common problem for brands in the industry.
In Guilin, Guangxi, where the mountains and rivers are beautiful, there is such a stone-like paint brand that has taken a different path.
When peers have chosen to roll up, it chose to roll itself, roll its own production line, cost, service, and distribution model to the extreme, and then pass on satisfactory products, services and services to dealers, thus creating a good situation of dotting and blooming everywhere.
In the list of "Top 30 Retail Stone-like Coatings in China in 2024" released by "Painting New Horizons", Monday Coatings amazed the coating market with its excellent performance of doubling its performance in 2023 and greatly increasing its market share.
From 3 people, a few packaging, and OEM outside at the beginning of its establishment, it has become one of the few large-scale enterprises in Guilin with 3 factories, more than 200 employees, and an annual output of hundreds of thousands of tons.
Monday, which was listed for the first time in China's top 30 retail stone-like coatings, has undoubtedly become the focus of industry insiders, based on this, "Painting New Vision" was fortunate to be invited to have an in-depth dialogue with Tang Yongxin, the founder of Monday, to re-take the growth path and explore the secret of development.
no.1
Ten years of sharpening a sword
Tang Yongxin has been engaged in the imitation stone coating industry as early as 2006, when he partnered with his eldest brother and started through the model of a small workshop, and he has been doing it for ten years.
Ten years of grinding a sword, due to the inconsistency of the concept of development, Tang Yongxin resolutely chose to create another brand, and Monday was born.
The brand name was originally named Monday to be easy to remember and catchy. At the same time, Monday is the beginning of each week, full of hope, but also full of passion and energy, meaning to do a good job in this business.
With the precipitation of the previous ten years, Monday is familiar with it and has started to operate in a more standardized mode.
Since 2015, Monday has always adhered to the tenet of "superior quality for life, technological innovation as the core, and high-quality service", and has continuously pushed the interior and exterior wall putty powder series, tile adhesive waterproof series, real stone paint series, interior and exterior wall latex paint series, imitation stone paint series, mortar series and other products to the forefront of the industry.
Since most of the raw materials of the products are self-produced, this not only makes the production cost of Monday very low, but also can control the production process and product quality across the line.
The high-quality and first-class products were very popular once they were launched on the market, and they also laid the foundation for the subsequent distribution business model.
no.2
3500+ in 8 years
Monday's model is not simply production and sales, but with the office as the center to radiate the whole country, copy a set of mature models to each office, and then develop more distribution points by the office.
In this model, the core includes product marketing skills, reasonable products, standardized use process, service process, brand advertising endorsement, etc., and at the same time clearly divide the region to do a good job in market protection, to ensure that the distributor is given enough profit margins, regional customers and standardized service details, which is very conducive to the dealers to further develop more customers.
What's more worth mentioning is that the Monday brand cares about the needs of customers very much, and actively goes to the market to find and solve pain points, which is undoubtedly an important reason for the rapid growth of its business scale.
With the development of demand, Monday's large-scale imitation stone paint production base will be fully completed and put into operation in August 2023, the imitation stone paint automatic production workshop covers an area of 15 acres, with two imitation stone paint production lines, is one of the most beautiful and large-scale advanced production lines in the imitation stone paint industry.
With the advanced production line, Monday's production efficiency has been greatly improved, and the product quality has also improved to a higher level.
After the upgrading of the production line and the gradually mature standardized operation mode, coupled with the marketing concept of "customer first, co-creation with business partners, common growth, and win-win future", Monday has developed steadily upward.
Today, Monday has accumulated more than 1,000 first-hand customers, and more than 3,500 distributors across the country, and is still maintaining a rapid development trend.
no.3
Brand transformation
The reason why Monday Paint can make great progress in 2023 is inseparable from the comprehensive efforts to deepen the brand in 2022.
Although in Guangxi and even in Yunnan-Guichuan, the Monday brand has long been famous, but this is far from enough for an enterprise with great ambitions.
Just like the business model, which is designed from a prescriptive, long-term perspective, Monday Brand Lift is no different – the first step is to hire a professional brand planning company. Through professional and comprehensive packaging, combined with the characteristics of the industry, efficient and orderly promotion steps have been formulated.
In addition to the professional planning company, Monday also did not hesitate to spend a lot of money to invite celebrity endorsements, which greatly enhanced the popularity of Monday's brand through the popularity and influence of celebrities.
In order to maximize the promotion of the brand, Monday in a number of regional markets overwhelming advertising, including large-scale outdoor advertising, new advertising, etc., and the unified and standardized advertising to a number of distribution outlets.
At the same time, Monday in many places to build product exhibition halls, brand stores, stores, etc., prompting a lot of putty powder customers to quickly convert into imitation stone paint customers, at present in Hunan, Guangxi, Guizhou, Guangdong, Hubei, Hainan and other places have opened Monday imitation stone paint stores hundreds.
In just over a year of brand building, Monday has invested nearly 10 million yuan, all of which are within its brand development plan.
Monday knows that in such an involuted industry, in the face of a huge cake, we must go all out to do our best, not only technology, products, services and even brands, but all links must keep up. With such awareness, planning and investment, the Monday brand has completed the initial transformation and continues to develop in a better direction.
no.4
Create a model in the industry and create a century-old brand
Although the past year in all walks of life are feeling very difficult, Monday has bucked the trend to enter the annual list of imitation stone coatings, the reason is very simple: to maintain old customers, and strive to develop new customers.
These two slogans have been implemented in the past year, whether it is to visit the market to solve customer pain points, or to upgrade production lines, improve efficiency and quality, or continue to enhance the brand image, in the final analysis, we still hope to maintain all the old customers, the cake of the market is shared together, and then jointly develop a larger market.
Looking forward to 2024, Monday will continue to adhere to the corporate mission of "building a good wall in the decoration industry", and in the spirit of "scientific and technological innovation, efficient and pragmatic", it will continue to serve old customers, open up new markets, and strive to double the annual performance.
In order to achieve this goal, a marketing department and a marketing department will be added on Monday to build a professional development service team, not only to strive for the goal of 2024, but also to prepare for a lofty vision.
Within 3 to 5 years, Monday will first become the leading brand in Guangxi. In the future, it is to realize the corporate vision of "creating an industry model, casting a century-old brand, and becoming a first-class coating enterprise and the most dynamic technology company in China"!