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    Home > Coatings News > Paints and Coatings Market > Marketing: a model for paint enterprises to learn from -- Sam's Club Model

    Marketing: a model for paint enterprises to learn from -- Sam's Club Model

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tips: Information: It is difficult to open shop, which has become the consensus of many coating industry The market in the first tier area has been saturated, and the consumption level of the third and fourth tier needs to be explored The coating industry is at a loss Nowadays, the channel sinking has become a hot topic in the coating industry Many coating enterprises begin to sink the channel to the suburban areas or the third and fourth tier urban areas when the first tier market tends to be saturated, which is a trend However, the first tier cities still have strong purchasing power The paint enterprises must not be careless How to open a shop can choose to learn from Sam's club model Application scope and advantages of roller ceramic coating Recommended introduction: the surface of ceramic rubber plate used for roller ceramic coating is cast into durable rubber plate by hundreds of independent small ceramic pieces Each ceramic piece has raised characteristics Under general conveyor belt pressure, thousands of unique cast bumps can produce positive traction, prevent slipping and extend the service life of conveyor belt roller At the same time, the bottom layer adopts high-quality rubber, which has strong elasticity and can play a good impact resistance role The scope of application of roller ceramic coating is one three six 83857180 (the same as V) 1 Roller coating in extremely harsh working environment 2 The belt joint is not suitable for fixing with iron buckle; 3 It is suitable for leather Paint Home News: News: store difficult to open, has become the consensus of many paint industry The market in the first tier area has been saturated, and the consumption level of the third and fourth tier needs to be explored The coating industry is at a loss Nowadays, the channel sinking has become a hot topic in the coating industry Many coating enterprises begin to sink the channel to the suburban areas or the third and fourth tier urban areas when the first tier market tends to be saturated, which is a trend However, the first tier cities still have strong purchasing power The paint enterprises must not be careless How to open a shop can choose to learn from Sam's club model What is Sam's club? Sam's club is the world's largest retailer, the high-end warehouse membership store of Wal Mart department store Sam's is the name of Sam Walton, the founder of Wal Mart Club means club in English In 1983, the first Sam's Club opened in Midwest City in the United States, which has a history of more than 30 years At present, there are more than 800 stores around the world, providing services for more than 50 million individual and business members around the world, which has become one of the most influential retailers in the world In 1996, Sam's Club opened its first Asian branch in Shenzhen, China As of December 16, there are 11 Sam's member stores in China In the next three years, Wal Mart will open seven more Sam's stores in major cities in China What is the force of Sam's club? Since entering China, Sam's club has always adhered to the commitment of "high quality and good price in Sam", providing members with high-quality, unique and cost-effective products in the world, and making full use of the high force of the brand Qualification certification: Sam's shop, which is an effective target customer, requires shoppers to apply for membership Membership is divided into business membership and personal membership Business membership is for companies and enterprises, and personal membership is for families and individuals When applying for membership, you can get two membership cards, one main card and one family and friend card The annual fee of the main card is 150 yuan, and the family and friend card is free The membership card is marked with the card number, the date of joining the club and the photos taken at the time of card handling It is estimated that the holder of the main card can only offset the membership fee of 150 yuan if he / she purchases more than 3000 yuan every year, and the family and friend card also needs to consume at least 1000 yuan Although the consumption standard is high, 70% of the annual membership renewal fee still exists every year Sam also locks these 70% customers into high loyalty and high quality customers "Why do you have the right to shop only when you are a member? Other supermarkets such as Carrefour, Hualian, Wal Mart, etc voluntarily handle members and never charge annual fees." In the face of such questions, Sam's shop gives an explanation that through membership, it can more effectively target consumers, so that it can specifically study the needs of the target consumers, and provide corresponding high-quality services for this part of the fixed population Most importantly, after becoming a member of Sam, you can enjoy the member value, which consists of three parts: the lowest price guarantee, the highest quality guarantee and the shopping experience full of surprises It can be seen that Sam's club is not serving mass consumers, but only a part of people with high consumption ability According to statistics, in China, Sam has more than 1.3 million members and the annual fee is very considerable More and more consumers join Sam's members In the future, the annual fee income will be a large part of Sam's total income Smart Location: the location principle of Sam's club for better service is to give up the congested urban area, choose the open suburbs which are not far away from the urban area, and the new urban area under development, not coexisting with other stores, which is an independent building Such location is to reduce the land price, save costs, ensure the low price of goods, and let members enjoy more benefits In fact, there is also a part of the reason that the consumers of Sam's shop are high-end consumers, who are more in pursuit of open and exquisite shopping environment, high product quality and unique service The distance is not a key consideration for them, because almost all the people who can come here to shop have private cars In addition, Sam's member store embodies the American style of the store, and the spacious and bright shopping environment makes customers feel relaxed The store is much wider than other stores in terms of both goods display channel and payment platform Convenient shelves: Sam's club store is a warehouse store, which combines the back warehouse and the store The shelves are divided into three layers The upper two layers neatly place the goods with composite packaging but not yet unpacked, and the lower layer places the unpacked independent packaging goods The upper two layers of inventory, the lower layer sells goods This design looks neat and reduces the space occupied by goods, reduces inventory, saves costs, and makes it more convenient for salesmen to display goods They only need forklift to pick and lower the goods with composite packaging on the ground floor, and then remove the packaging Most of them are mechanized operations, with little manual handling Sam's store designs the bottom shelf as a height of 1.6 meters, which is said to be designed according to the average height of most women At this height, consumers can easily see all the goods within the scope of direct vision, and can get the goods by lifting their hands, without looking up and reaching out, or bending down, so as to provide consumers with the most convenient and comfortable conditions for picking up the goods Products: select the best from the best, and Sam's member stores with first-class quality will analyze customers' purchase behavior through data, identify which products are favored by customers, focus on purchasing such best-selling products, and eliminate the products with small sales volume So, in Sam's shop, we can see that there are not many kinds of goods, but the sales volume of each kind of goods is very large, especially food The salesman told reporters that once the right product is selected, it is in line with the "taste" of consumers, and it is not a problem to sell several torches a day Generally speaking, the products of Sam's club have the following characteristics: small variety and low price (Sam '; Big package is more affordable (Sam's member store's products have wholesale color, big package and large quantity, can be bottled instead of bottled, and its purpose is to buy more and save more, shopping once daily necessities can meet the needs of a long time Even shopping carts are big models, much larger than other supermarkets); tasting experience (many Sam's stores provide free tasting services such as fruit, new bread, cooked food, etc.); special food is more interesting (some of the goods in Sam's store belong to special supply, and other stores are difficult to buy, including foreign goods and some of the food produced in China) How to open the paint store? The success of Sam's club is no accident At present, Sam's membership has reached 1.3 million In the future, with more and more Sam's club opening, the number of members will increase significantly Judging from the current situation, the competition of paint brand must be shifted from industry brand to public brand Whether your brand can have a certain influence in the regional market depends entirely on the resource investment and marketing level of paint enterprises in the regional market Therefore, paint enterprises need to open stores and force them to do so From Sam's member stores, paint enterprises can learn from the following strategies : the service target of Sam's club is the high-end consumer group It can provide them with high-quality goods and services, which can not be achieved by other competitors Sam satisfies the high-end consumers' pursuit of high-grade and tasteful shopping environment and the psychology of showing their value and status Before opening stores, especially in the first tier cities, coating enterprises should accurately locate their target groups, bind brand customers through membership cards and other ways, provide corresponding services for customers' needs, and cultivate brand loyal customers In terms of products, Sam's price of the same kind of goods is lower than that of other competitors It has a small variety of goods but a large purchase volume, which improves the bargaining power with manufacturers At the same time, the large packaging of products, the wholesale mode and free tasting mode, all make consumers feel the infinite convenience and happiness of shopping Key words: Sam's member shop coating enterprise coating in 2014, five development directions of building materials and home furnishing industry, Junlin Tianxia project, Tianhe District, Guangzhou City, the home of the same kind of information coating is focusing on coating, diatom mud, paint coating, coating process, news information and coating of fire-resistant coating, diatom mud, paint coating, coating process, decoration knowledge and decoration effect map of fire-resistant coating,
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