Since the 12th Five-Year plan set at the beginning of the national government that determines the suppression of steel, cement, coal chemical industry, including overcapacity policy. Although compared to six industry overcapacity transfer film industry is not enough and included in the national plan, but "12th Five-Year" to point out the problem of excess production capacity, have caused people thinking and attention transfer film.

Cling to, suffering gradually sink

For the transfer film industry overcapacity caused by the drawbacks, no one can be more experienced than the enterprise. In recent years, the domestic transfer film market downturn, coupled with many foreign trade enterprises encounter trade barriers and have to turn to domestic sales, resulting in domestic transfer film product memory serious excess, many enterprises warehouse "pile up like a mountain hand transfer film".

Transfer film to the development of an enterprise, it must put the product into funds to maintain the operation of enterprises, but the saturated market is difficult to digest so many products, fierce contradictions which directly lead to transfer film terminal sales competition.

The author believes that, in the case of the market tends to saturation, transfer film companies to stimulate consumption, had begun to take the road of frequent promotions. However, the promotion of the original discount is mainly based on the enterprise, which directly led to the transfer of the film industry profit margins are compressed, further deterioration of the living environment. For most of the transfer film enterprises, in this disgusting cycle if not for change, blindly stick to the end, can only sink gradually in overcapacity in the industry in the mire, silent silent.

Change and forge ahead

Equivalent can not be transferred into the future of the transfer film enterprises, then left to the enterprise to choose, only change, break, to pursue a different path of development.

How to change? Is a lot of overcapacity into mud, and transfer film enterprises but the lack of market competitiveness has been exploring the problem. In fact, the change is not how complex, and often only in the "word" between - from the amount of sales, the transformation of quality sales.

Here, the concept of "quality", not simply refers to the quality of the product, it has a very wide range of coverage, including corporate services, product culture, the value of sales and other aspects. Transfer film enterprises to truly quality, it is necessary to abandon the original old thinking, make changes from the business philosophy, make innovation.

For small and medium-sized transfer film companies, the first step to change, both from the beginning of the construction of the brand. The true sense of the brand building, and is not a simple promotion can be, but from the service, from the product, from the culture, from the design aspects of QI efforts, let consumers really understand the brand advantage, and on the basis of the establishment of consumers for the added value of the brand recognition of products.

When the transfer film enterprises to establish the brand value added, it represents the completion of the enterprise from the amount of sales to the quality of the initial change. But at the same time, different brands, the added value is often there is a world of difference, the transfer film enterprises, brand building, corporate restructuring can not be achieved overnight, but a relatively long process of hard.