Get rid of the large-scale development of paint enterprises how to find the right channels?

China Paint Network
: In recent years, the third and fourth-tier cities have become a number of home building materials enterprises to seize the target, more and more
paint enterprises
turn to the channel sinking. But in fact, industry professionals believe that the channel sinking faces many problems: high operating costs, price system problems, brand cultivation time. Therefore,
coatings
enterprises can not rely on the number of outlets in the development, but to gradually shift to the single store survival rate of concern, to create a unique brand long-term development channel operation model.
industry has pointed out that in most third- and fourth-tier cities, the lack of corresponding shopping malls channels, therefore, the opening of stores will become the main choice of most paint enterprises. In this case, the overall store cost is much higher than the cost of shopping malls, so whether the expansion can get the corresponding return on investment, enterprises are not yet known. Therefore, paint enterprises to recognize that the channel sinking, does not mean to occupy one, two, three, four lines of all markets, size eat, enterprises in considering whether they have sufficient operational capacity, remember not to disrupt their brand positioning.
Relative to the first and second-tier cities, sales in third- and fourth-tier cities to make appropriate concessions, because, after all, the consumption level of third- and fourth-tier cities is not as good as the first and second-tier cities, which requires paint enterprises to make appropriate adjustments to the structure of products and product ratio, but once the price system is not uniform, but also will cause the brand itself in all aspects of fluctuations and adjustments. Therefore, if the paint enterprises decide to sink and expand, we must do a good job of long-term planning and preparation to solve a variety of possible problems.
With the advance of Urbanization in China, the purchasing power of small and medium-sized cities is increasing, so more and more
ponsoar brands
have sunk the channels, hoping to take root in the third and fourth-tier markets. However, in the process of channel sinking, the beginning is painful, consumer recognition of the brand needs a process, brand cultivation in a region also needs a period of time, three or four-line consumers for the paint brand is less contact, awareness is also relatively weak, so, the brand in the third and fourth-line cultivation process will be longer in the first and second-tier cities.
in the process of channel construction, the pursuit of the number of outlets this disguised approach is not desirable, can not really drive sales. No matter what kind of channel mode, coating enterprises must develop from the pursuit of scale to pay attention to the survival rate of a single store, to create a long-term development of their own brand channel operation mode. At the same time, paint enterprises should also pay more and more attention to the construction of emerging channel platforms, seize the future market access. Such as the social media era, online and offline two-way interaction and fusion innovation has become the common characteristics of the evolution of the overall business industry.
Conclusion: Paint enterprises to pursue the number of outlets is not desirable, timely development from the pursuit of scale to pay attention to the survival rate of a single store, so as to create a long-term development of the channel operation mode, in order to allow paint enterprises in the industry galloping.