Is "new product listing" the all-purpose key to coatings marketing?

China Coatings Network
News:
coating enterprises
according to their own planning rhythm at a certain time to launch new products,
Coatings
new products can be said to be the catalyst to promote the market, now the paint market products are numerous, fierce competition, but whether it is old enterprises or new enterprises, but also the introduction of new coatings poured a lot of expectations, even at the expense of the use of a variety of "gimmicks" to attract the attention of the industry, but the new products listed is really the paint enterprises to open a new journey of the one-way key?
Although this year's paint market is not as hot as in previous years, but the enthusiasm of paint companies to introduce new products is still not diminished, we can also get a general understanding of the paint market trends and the direction that enterprises want to grasp, such as the introduction of a large number of water-based paint products reflect the environmental protection is increasingly becoming the direction of the development of the paint industry, and in May Guangdong region, heavy rain,
water-resistant paint
the introduction of new products is conducive to a strong occupation of the market.
Shi Yuzhu said: "New products test sales fast, new products promotion can not be slow", which tells us that enterprises should focus on the introduction of new products. Some people statistics, the success rate of new products is generally only about 5%-10%, in other words, 90% of the new products in the market will die in the big waves of sand, this data is amazing, why so many new products can not stand the test of the market, just a flash in the pan? To sum up, the new products mainly have the following "death methods":
1. Crude and indiscriminate death. Through some smaller paint enterprises, technology, limited funds, for the province of industry and materials, to make products are often inferior, from the form to the content are relatively rough, this is undoubtedly "self-harm and death."
2. Killed behind closed doors. Some enterprises do not do market research, just by thinking in the office, creative, play selling points; What comes out in the end is not recognized by the market dealers and consumers, either the price is odd, or grotesque, and the market is actually completely out of line, so that "hate and death".
3. Death by quick success. Some paint enterprises only seek speed, do not ask difficulties, just think of "making money", greedy for short-term benefits. New products hurriedly listed, prices, channels, promotions by patting the head to finish things, who knows the new products into the market sales are not smooth, unsatisfactory, often "lost the wife and soldiers", "angry and dead."
4. Blindly follow the wind to death. There are a lot of small and medium-sized paint enterprises, see what is popular in the market will follow what to do, no matter what these products are suitable for their own, only care about the immediate interests, blindly follow the trend, a rush to imitate, the result is "short-lived and dead."
5. Promotion of adverse deaths. Some paint enterprises "heavy products, light market", reluctant to market input, talk about "fee" color change, slow market progress, frequent loss of personnel, team execution decline, and finally "no self-defeat" and die.
6. Channel misality kills. Paint enterprises in the promotion of new products, whether it is completely channel operation, or a single channel breakthrough, or choose two or three channels to attack, should be the first to position the product. Positioning is not allowed, channel selection is not right, the promotion of new products is fatal, this death law belongs to the "unknown not white" and died.
7. Keep the rabbit to death. Some paint enterprises' managers like to win by experience, stick to the rules, new product promotion is still in accordance with the old ideas, old methods, old-fashioned work, in fact, now the market changes quickly, marketing no innovation, no change in tactics, can not adapt to the current market situation, and finally easy to lead to new products repeatedly failed, "because of the old-fashioned" and die.
8. Resource depletion kills. Although some tu enterprise products, marketing strategy, tactics, team are good, but the enterprise resources are limited, inadequate configuration, weak, difficult to maintain, and finally "tragic and dead."
9. Products die ahead of time. Products are good products, but too ahead of time, the market import difficult, short-term can not bring satisfactory benefits to enterprises, project termination, new products under the horse. But a few years later, the same products in the market feng shui, shine. This is the "life is not the right time" and die.
10. Speculation is not deadly. This is also the current paint market prevailing in the bad wind, some enterprise market personnel to hype as a matter of technology, think that a product will be "fire" up. I do not know that speculation is only a small means of marketing, not brand building and development of the panacea, improper operation, great harm. Because of blind speculation dead a lot of products, this does not repeat. In short, this method is used with caution, there is a risk of death.
11. Strategic adjustment to death. Some products in the market performance is good, the response is very good, but because of the strategic planning adjustment of the group headquarters had to stop and cut off. This is called "wrong into the door" and death, is also a pity, but also proved that the introduction of new products must follow the pace of corporate strategy.
paint new products can not be "survival" is not affected by the above eleven factors alone, the actual reasons are complex, a new product may be hit by several adverse factors and died, may also rely on the heaven and earth and good luck into the market. But paint enterprises are not without good solutions, the most important thing is from product development, production, market research, planning, trial marketing and promotion, every link can not be ignored, at least to avoid the above factors, reduce the chance of death of new products.