"Datong" world paint enterprises how to stand out

China Coatings Network
News: At the time, with the market competition pressure surge,
coatings
industry homogenization of the problem is becoming more serious, whether it is products, or brand promotion, marketing model, such as the same, it is no coincidence!" The same world, the same face", which inevitably makes people worry about the future development of the paint industry where to go, for this,
coating enterprises
must strive upstream, form their core competitiveness, and strive to get out of the "homogenization" of the surrounding.
A trick, custom coatings into a way to break homogenization
in the face of homogenization brought about by the pressure and market diversification needs, at present, the category of coating products more and more subdivided, which highlights personalized custom coatings by 80, 90 after the hot, many paint enterprises have begun to develop and sell custom coatings. In this era of personality, paint enterprises according to this personalized consumer demand to produce personalized products, is also a way to break homogenization.
Custom coatings to the market grasp more accurate, specifically refined to the individual, according to the specific requirements of individuals to determine the paint design, and consumers can also be well integrated into their own ideas, according to their own needs and ideas to adjust the internal functional structure and color matching. In the marketing model of custom coatings, we also try to involve consumers in the design and development process of coatings, so that the products developed can well meet the personalized needs of consumers. At the same time, increase the innovation of coatings, in the process of integration is not only the perspective of research and development designers, but also every participating in the personality of consumers.
, coating brand building is the key
in addition to the development of customization, unique brand building can also help paint enterprises in homogenization situation to stand out. How to establish corporate image and product image, should work from two aspects: First, product performance, to ensure high-quality conditions, we must break through the barriers, do not take the homogenization route, increase product added value and technical content. At present, many foreign
brand
for the development of the Chinese market, but also actively looking for cooperation with domestic paint enterprises; For domestic enterprises, cooperation with foreign enterprises will not only get their technical support, but also product marketing, corporate governance guidance, at the same time for their own brand image is also a promotion. Product appearance, to be unique and easy to remember, can attract the attention of consumers.
at the same time, but also to form a unique corporate culture. Throughout the well-known enterprises at home and abroad, have their own set of unique corporate culture, domestic paint enterprises are also paying more and more attention to the construction and dissemination of brand culture, has formed or is forming its own corporate culture. Professionals believe that the construction of brand culture should take the responsibility of enterprises as the starting point, and to form their own unique culture, can not blindly follow the trend.
unique brand story is also a big weapon for companies to expand their market share and gain public recognition. The so-called story is to have the masses to resonate in the heart of the event, this aspect needs enterprises to cooperate with the linkage, to create their own story, so as to arouse the resonance of consumers; Can also pursue cumulative effect, through the enterprise's continuous publicity to arouse more people's resonance. Some events can improve the brand image of enterprises, but in line with the principle of "integrity as the basis for business", we should resolutely put an end to "nothing to do" and "malicious speculation" and other vulgar practices.
, quality service is to break the "same" another way out
brand image deep into the hearts of consumers, to a large extent, through excellent service to obtain consumer recognition. The service needs to differentiate the value-added service from the four aspects of concept, environment, behavior and emotion. For ordinary consumers, most consumers do not understand how to distinguish the material of paint, how to install paint, which requires coating enterprises to do a good job of service to service to win the respect and recognition of the market. At present, from the whole building materials home industry, all the better enterprises are more focused on service.
for custom coatings, high-quality service in place is the key to the survival of enterprises. To do a good job of customization, we must fully understand the personality of consumers, order quantitative production, so as to eliminate inventory, protect resources, while accelerating the turnover of enterprise funds, accelerate the growth of enterprises.
addition, advertising is also an important part of product marketing. Traditional paint enterprises usually use media advertising and franchise stores to promote, so the marketing costs are relatively high. Custom coatings are easier, as long as the quality is stable, fair price, you can quickly get consumer recognition. Custom coatings reduce intermediate sales and effectively control expenses through direct dialogue between consumers and paint manufacturers.
Whether it is brand building, or emphasis on services, or the development of customization, are to help paint enterprises "stand out from the crowd" of the magic weapon, if the enterprise can focus on the development of one or several items, I believe that it will be able to get out of the homogenization of the difficult situation.