Gold nine silver ten marketing season small and medium-sized paint enterprises how to activate the brand.

China Paint Network
News: The first day of September, the home building materials industry most attention to the "golden nine silver ten" officially opened, for the
paint
industry, although the industry in the last two years is not as good as in previous years, too intensive promotional war also consumed consumers' "purchasing power", but the financial, property market and other policy changes are also Constantly stimulating the paint industry in the gold nine silver ten again on the peak, August 25, the central bank announced a rate cut, industry analysis, housing enterprises financing costs will be further reduced, in the impact of the rate cut, "golden nine silver ten" trading volume is expected to climb again, the paint industry will naturally follow the "water rising ship high."
according to the latest statistics, from January to July 2015, China's total production of coatings industry reached 9.2667 million tons, up 4.1% YoY, leading Guangdong, Jiangsu and Shanghai provinces and cities have exceeded one million tons. Of these, Guangdong Province produced 1.6802 million tons, down 3.97 percent year-on-year, Jiangsu Province produced 1.1596 million tons, up 5.54 percent year-on-year, and Shanghai produced 1.09 million tons, up 0.6 percent year-on-year. These three provinces and cities account for 42.4 per cent of the country's output. Nationally, most provinces and cities maintained a growth rate of more than 5% in January-July, and total paint production is still expected to reach a new high in 2015.
rising data seems to indicate that the paint industry will usher in the dawn of hope, but some people are happy to worry that large-scale
coating enterprises at home and abroad
have been prepared, adapt to the changing contingency plan, and small and medium-sized paint enterprises in the not very good Operating environment, because of capital, technology, talent and other reasons than large-scale coating enterprises face more difficulties, especially in the past two years, the operating costs of enterprises rose rapidly, including raw material costs, labor costs, plant rents, such as price increases, some small and medium-sized paint bosses and management are bitter.
I do not talk about other issues, only consider brand factors, because the current small and medium-sized tu enterprises in terms of technical personnel, and so on, want to kill in the market the best way out is to do brand, brand awareness to do it. But precisely most small and medium-sized enterprises lack the most knowledge and experience of brand marketing, most employees have only vague understanding of this, the promotion program is not clear, or even confused about their target consumers;
Since you know the root cause of brand marketing in small and medium-sized tu enterprises, then the next step is to "cure the disease", how can small and medium-sized tu enterprises cope with the difficulties in the real operation, activate the brand, vigorously enhance brand awareness, help to achieve sales peak? The author collected some information in order to meet the needs of the industry:
do brand marketing, the most important thing is to know who the consumer group is? Many people think that this is not simple, but in fact, the real consumer population and customers imagine that there is often a discrepancy, consumer groups are to be based on the brand positioning and product quality prices, as well as market research and other joint determination, the product is to go through the engineering channels or for ordinary consumers, or now the fire of the e-commerce channels? Which market is the product for the high-end mid-range low-end? Which mode of consumption do consumers prefer in different places? So it is not simple to say, the success of brand marketing needs time and place people, and clear thinking to find the target consumer is the first step.
to identify the target consumer, to further understand the needs of customers, to find out whether paint products have met customer needs, and customers are willing to pay for your products in order to meet this demand. The strategic direction of brand marketing is to refine the core needs of customers and then tell customers the value requirements that match the products.
are usually two ways to spread the brand to a company: one is to find celebrity endorsements. Celebrities tend to have considerable fan base and visibility, and paint companies can use celebrities' aura to extend them to brands and products. For example, in 2008, the first hand-held Jiang Yuli, creating the paint industry to enable the star endorsement of the first, it is understood that the United States Tuss chose Jiang Yuli endorsement is because of the United States paint as a homeware supplies, and to "health?" Environmental protection? Responsibility" positioning, it is the need for such as Jiang Yuli is rich in affinity, but also to express health, environmental protection of the new ideas of the image of the spokesman to convey the voice of the brand.
small and medium-sized paint enterprises in the process of brand communication, brand symbols can be based on brand positioning and tuning to shape, the value of the brand refined out, strengthen people's memory of the brand, for the spread of the brand is very beneficial.
network marketing has become an indispensable way to enhance brand awareness and establish brand image, with targeted, good results, and the cost is far lower than the cost of traditional advertising. In previous years, network marketing is mainly reflected in micro-blogs, more recently reflected in WeChat and other new media above, Fenlin paint, exhibition paint, Hualong paint, healthy apple paint and other enterprises have been in their enterprise WeChat public platform to hold sweepstakes, red envelopes and other activities, the response is very enthusiastic, but also proved that such new media has become an important position for enterprises to carry out brand marketing, small and medium-sized paint enterprises should be paid more attention to.
here, the author remembers a few days ago hot WeChat circle of friends called "Wu Yifan is about to enlist in the army?" H5, this time the marketing carnival is in the poster-style marketing brush screen for half a year, the circle of friends happy with the old and new background, put on the cloak of entertainment news, the use of star-effect fermentation and cool technical support to complete together, however, these elements need creativity behind the support, creativity is always the core. However, this H5 to promote a game product can get how many conversions in the brush screen, perhaps is the brand marketer should be most concerned about the problem, no conversion, the attention of the crowd can not return to the final product, then everything is "and egg".