China's rubber gloves industry in recent years the pace of development is very rapid, in a short period of ten years, rubber gloves enterprises every place flowering, as many as tens of thousands, the market rubber gloves brand is up to tens of thousands, forming a hundred flowers in full competition situation. This scale is rare not only in the same industry abroad, but also unique in other industries in China. At the same time of rapid development, because rubber gloves enterprises are mostly sales-led marketing methods, but also to China's rubber gloves industry has brought some ills. This ill makes China's rubber gloves enterprises brand roots are extremely weak, not long, live rubber gloves enterprises in the increasingly competitive market today abound.

　　Throughout the development of China's rubber glove industry, there are five main roadblocks:

　　Blind over-born, unable to raise.

　　Perhaps affected by the phrase 'people more powerful', China's rubber gloves enterprises generally have a problem - brand super-life serious. Often is a brand has not yet started, on the use of the momentum to regenerate a few think that more children on the profit. Under the guidance of this concept, rubber gloves enterprises indiscriminately, want to give birth to a few to give birth to a few, and so on the birth of a child to find that is not the case.

　　Due to the lack of good brand planning in advance, coupled with the lack of enterprise management brand, the ability to guide correctly, directly resulting in weak brand influence, product model and performance approximation, business model and advertising activities, forming a 'child to grab milk to eat a child can not eat enough' situation. This does not consider the carrying capacity of the brand, but only based on production, channels of resource optimization practices, in the development of enterprises at the same time, but also directly caused a serious lack of brand core values, leaving hidden dangers for brand development.

　　Now many companies are beginning to realize this, and are sharply reducing their brands. But how many rubber gloves companies are still hovering between the brand house and the reluctant? After all, the back of the hand is meat, give up which one will be distressed ah. In this regard, China Resources should be the prophet, when China Resources downplayed the 'love' and 'pearl of the century' independence, the main brand, Shunde several large rubber glove factory is still full of hope for their multi-brand operation, which may be why China Resources can become the first main reason.

　　Good joy full positioning fuzzy.

　　Brand positioning should be targeted, the use of specific brand image, in order to attract specific target groups. For example, Libang, its positioning in China's rubber glove industry is latex paint, so as long as the mention of latex paint, consumers will immediately think of Libang. And many rubber gloves enterprises in China in the brand positioning, reluctant to sacrifice, always spread the net, think that the target market set the larger, the greater the grasp of success.

　　In practice, because it is not clear the target market, the customer's thinking is lack of market comparison and analysis, directly led to rubber gloves brand difficult to form and play due competitiveness. And from the brand awareness, reputation, the current national rubber gloves brand can not and foreign rubber gloves brand standing in the same ranks.

　　In fact, the faster the title of 'rubber gloves produced by the largest country' comes, the more detrimental it will be to Chinese companies. According to the current market pattern, how big a market can Chinese Tu enterprises grab? It is estimated that no one dares to make too high a promise, it is clear that China's rubber glove companies are far from being able to compete with international giants. The first thing Chinese rubber glove enterprises should do is to standardize management, improve technical level and product quality, improve the level of enterprise service, strengthen internal skills, keep a close eye on the market, in brand marketing efforts, to win the recognition and trust of consumers.

　　There is a lack of culture in the void.

　　Brand culture refers to the brand's impression in the eyes of the target consumer, is a kind of beyond the commodity itself but can make the commodity more different from its competitive goods, can become a strong support point for consumers to complete the purchase behavior, invisible to influence the consumer's purchase behavior. At present, China's rubber gloves enterprises, still stay in the level of brand awareness, while ignoring the brand image in the shaping of the indispensable social welfare undertakings and public relations activities, so that the brand in the mass communication can not be noticed.

　　At present, the domestic market rubber glove paint brand as many as 10,000 kinds, as a 'outsider' consumers in the selection and use of often appear very blind. Among them, the rich cultural atmosphere created by Hong Kong Bauhinia paint can be said to be a model of cultural marketing in the rubber glove industry. It guides consumers through the form of 'paint art workshops', so that its product display is not just a simple store, nor a product showroom but a brand-new sales service model. Among them, 'paint' is the product, 'art' is the service, 'fang' is the new exper experience market concept guided by Bauhinia paint. The emergence of 'paint art', the first time for the rubber glove brand into the 'culture' connotation, will further highlight the industry's differentiated competition, so that consumers no longer blindly let the 'outsider' of the traditional consumption into 'intromanes.'

　　Concept hype is short-sighted.

　　Even if ten thousand steps back, such a concept hype may create a better sales performance and even sales miracle in the short term, but for the construction of the brand there is no harm and no profit, these are the lessons of the car. Remember that year's three oral liquid, Chinese slugs, Kongfu domestic wine and other brands, they rely on an advertisement to blow red China, a real fire, but in the end all are overshadowed. Now with the maturity of the market, consumers in the purchase of products are more and more rational, so just rely on advertising bombardment, just rely on one or two inexplicable magic tricks, want to fool consumers, even if your ads drink the loudest, play the most times, consumers still do not buy your account.

　　Imitation is seriously lacking in innovation.

　　Imitation is human instinct, the reason why human imitation has developed to this day. All innovation is also based on imitation. But imitation can only be said to be a way of learning, imitating others and ignoring the enterprise's own connotation, it is difficult for enterprises to become stronger and bigger. In fact, many rubber gloves enterprises at the beginning of the development, it is possible to put aside the imitation of this strange circle, but the short-term benefits blinded some rubber gloves enterprises eyes, they feel that since imitation can achieve benefits, why do more of this move to break out of the way, in this case, many rubber gloves enterprises from brand naming, to research and development technology, to product performance and sales models are beginning to imitate others. It seems that only in this way, so that enterprises will not be eliminated by the market in a short period of time.

　　In the naming of products, only from the name of Libang and Doles derived from such as Bang and Shi's brand countless products, but also since Libang and Doles launched 'three-in-one' and 'five-in-one' overnight almost all of China's construction rubber glove manufacturers have 'three-in-one', 'five-in-one' or even 'six-in-one' and 'eight-in-one', functional characteristics are all the same. Other models, such as sales, are almost entirely copied. By the end found that imitation has been detrimental to the development of enterprises is too late, imitation of the strange disease has become a disease, want not to imitate has been very difficult.

　　These five ills, has been directly into the rubber glove enterprise body, restricting the development of China's rubber glove enterprises. The root cause of the disease is not an external factor, but is caused by the rubber glove enterprises themselves. Therefore, the bell also have to tie the bell people, rubber gloves industry these five ills, only rubber gloves enterprises themselves can be well treated, only to cure their own disease, rubber gloves enterprises in the future development of their own place in the rubber gloves industry.

　　Although China has become the world's largest producer of rubber gloves, but China is not the world's first rubber gloves power. The gap between Chinese rubber glove enterprises and foreign competitors lies not only in capital, technology and product quality, but also in brand influence, visibility, after-sales service and so on. With the continuous development of China's economy, with the gradual improvement of China's rubber glove product structure, with the further development of the economy, rubber gloves industry is in the 'end for the king, brand victory, service for the big' terminal era, and is trying to 'industry integration, strategic development' on the road of transformation.

　　From the development history of China's modern rubber glove industry for nearly a century, it can be found that China's architectural rubber gloves from the early inorganic to organic, organic and inorganic composite rubber gloves, from solvent-based rubber gloves to water-based rubber gloves, from thin to thick, from single-layer to multi-layer rubber gloves. This is consistent with the development direction of rubber gloves in foreign buildings, but also synchronized.

　　With the development of economy, green, environmental protection, healthy life has gradually become the pursuit of people. In the future development process, green, environmental protection, low-carbon products have also become the main theme of the rubber gloves market. China's rubber gloves enterprises should increase research and development of environmentally friendly, functional rubber gloves products, increase the promotion of rubber gloves brand efforts, and constantly learn from well-known foreign brands, do a good job in intellectual property protection, product variety reserves, technical reserves, government protection, marketing personnel reserves and other aspects of China's rubber gloves from rubber gloves production countries to rubber gloves strong countries must do things.

　　China's many rubber glove enterprises, on the surface seems to be very innovative, and constantly create concepts and hot spots, what to drink paint show, with paint fried vegetables, with paint fish and other tricks, not happy, it is stupid. These so-called concepts are nothing more than guiding consumers to explain that their rubber gloves are environmentally friendly. But rubber gloves are after all decoration supplies, not let consumers as daily necessities to use, this and drink, stir-fry, raise three concepts between the lack of organic links, so it does not convey the core value of the brand, not good but will make a fool of themselves.