Growth has troubles, emerging paint brands focus on the advantages of seeking a breakthrough

China Coatings Network
News: more than ten years of development,
frasing
market has flooded into a large number of new brands, the paint industry also presents a "flowers in bloom" beautiful scene. However, for new brands, how to quickly open up the market is the key. As we all know, for the newly created
coatings brand
, it needs to face a new market, and both from the brand and corporate strength can not compete with the big brands. In the face of many factors, the new brand of coatings can be described as a growth pressure.
with the arrival of diversification of the paint market, the original
coating enterprises
familiar with the living environment, now have a new interpretation. For emerging paint brands, the market environment is highly mature and the space for horizontal and vertical marketing is more segmented. The scope of competition is broader, the content of competition is deeper, and the degree of competition is more intense. This can be clearly seen from the competitive behavior between brands, the previous paint enterprises commonly used in the "price war", "advertising war", "promotion war" and other single-dimensional means of competition, is being replaced by "supply chain competition", "customer loyalty competition", "strategic network competition" and other three-dimensional competitive means.
Here can be divided into two levels to understand, one is the increasing brand media, unit media costs continue to rise, the media effect due to highly crowded information and declining, and, the media coverage of emerging paint brands are generally cold treatment (in addition to advertising or advertising cooperation); Second, the cost of access continues to rise. Therefore, with the change of living environment, the cost of new paint brand growth has increased dramatically, if you want to achieve the success of the current first- and second-line paint brand is being more and more difficult.
But the saying goes: "the road is their own out", growth is a process, and the process will inevitably bump, and paint enterprises need their own efforts to overcome the discomfort of growth, only a big step forward, in order to usher in a better tomorrow of development. Therefore, new brands of coatings need to make strategic decisions and focus on advantages:
First of all, new brands of products must have obvious differentiation and unique advantages, and continue to innovate. Under the premise of ensuring product quality, maintain a certain grade to form their own style, to subdivide consumer groups. Improve product materials and designs under the same functional conditions, increase product features and services at the same price point, and so on.
, the price strategy should take into account both sales and profit. Maintain a certain high-taste products to make profits, do image, more low-cost and special products to go sales, attract dealers and promote consumer purchase, occupy market share, create an impact.
, choose the brand's channel strategy correctly. For a new brand entering the market, different products have their own unique sales channels. Select the right channel will achieve the effect of doing more with less, quickly form sales, occupy the market.