Marketing: also on the puzzle and way out of the marketing of architectural coatings enterprises

Core tip: after the WTO, foreign large-scale multinational coating enterprises have been driving into the Chinese market, especially the coatings giants ICI and Nippon, which have taken root in China in the early years, are rapidly setting off a round of localization marketing war They use integrated communication means (such as advertising, public relations, terminal stores, color mixing Center) to enhance brand influence, rely on strong brand pull to directly affect the end consumers, and seize the retail and wholesale market In the face of such a strong opponent, how should local construction coating enterprises, especially small and medium-sized construction coating enterprises deal with it? The biggest disadvantage of local architectural coatings enterprises Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Home of coatings news: after WTO, foreign large-scale multinational coating enterprises have been driving into the Chinese market, especially in the early years of China's "rooting" coating giant ICI, Nippon is rapidly setting off another round of localization marketing war They use integrated communication means (such as advertising, public relations, terminal stores, color mixing Center) to enhance brand influence, rely on strong brand pull to directly affect the end consumers, and seize the retail and wholesale market In the face of such a strong opponent, how should local construction coating enterprises, especially small and medium-sized construction coating enterprises deal with it? The biggest disadvantage of the local construction coating enterprises is that the capital strength is weak, and it is difficult to fight the brand war face to face with the coating giants If we have to compete with the coating giants in the retail market, I'm afraid we can only beat ourselves with eggs Therefore, some smart enterprises have adopted the strategy of developing their strengths and avoiding their weaknesses in the channel construction: bypassing the direct competition in the retail and wholesale market of coatings, finding a new way to break through the coating engineering market and create the core competitiveness of architectural coatings However, as time goes by, the traditional channel construction concepts and methods have been unable to meet the development needs of the modern coating engineering market, so that some enterprises sigh why they can't eat the big cake According to the research and analysis of domestic well-known coating enterprises, there is a big common ground in the confusion and problems of local coating enterprises in channel construction, which is expected to attract more attention and thinking of construction coating practitioners, especially marketing personnel In the development process of local architectural coatings enterprises, their channel mode will generally go through the following stages: the first stage is the complete dealer system Only through distributors to sell products, the enterprise's marketing work is mainly to constantly find dealers; the second stage is the dealer + office After finding a suitable dealer, the enterprise will send a regional manager or office director to set up an office to help the dealer operate the market well; the third stage is dealer + office + franchise store On the basis of the second stage, the enterprise will establish its own product monopoly shop in the local area; the fourth stage is the complete direct operation system (branch company) In this stage, the enterprise cancels the sales channel of the distributor and directly establishes the operation market of the branch company Key words of « 123 »: coating product marketing building coating sales building cleaning regulations have been issued for 11 years, almost no ticket has been issued to test the regulation and control policies of coating industry, the market recovery of coating industry has become a "mystery" of the same kind of information How to cultivate the awareness of details in product marketing? The home of coating is to focus on the news and information of coating, diatom mud, paint coating, coating process, fire-resistant coating, diatom mud, Paint coating, coating process, decoration knowledge and decoration effect drawing of fire retardant coating,