Marketing: analysis of "deep distribution" in coating industry

Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Home of coatings news: flat channel is a trend in China's coating industry, and "deep distribution" is a channel management mode that every enterprise must adopt However, with the change of business environment, "deep distribution" will also encounter many problems, even into difficulties What is the meaning of "deep distribution"? The traditional sales channel is "manufacturer dealer terminal supplier consumer" As a manufacturer, its main function is to develop and produce products that meet the market demand, carry out brand and product publicity, and sell the products to dealers However, with the aggravation of market competition, it is not enough to complete the above functions, because this can not guarantee that the products can To reach the terminal store quickly and achieve sales, it is impossible to ensure that dealers can continue to purchase and ship goods; driven by competitive pressure, some manufacturers will expand their business functions to channels and terminal terminals, trying to master the whole sales channel In addition to manufacturers, some dealers will also expand their influence on the channel, master their own dealers and end-users, and control the flow and flow rate of products in the channel in order to rapidly expand their business scale, obtain higher profits and improve their market position Therefore, in-depth distribution means that manufacturers or distributors expand their own marketing functions The focus of marketing is not on the next house, but on the next house, until the terminal, in a word, "I am the main player and master the channel" It is necessary for domestic coating enterprises to adopt "deep distribution" The reason why local coating enterprises adopt the marketing mode of "deep distribution" is determined by the actual operating environment and the enterprise's own conditions 1 China's market capacity is large, but the region is vast, and the market of each region is very different To cover and adapt to such a market, and quickly seize market opportunities, a large number of channel members must participate In particular, the first and second tier cities in China are basically occupied by foreign enterprises such as Libang and Dulux Domestic paint enterprises need to develop, and the space is only in the third and fourth tier cities, counties and towns and other markets 2 The development of the channel business is in the primary stage, not professional, immature and unstable If the channel is allowed to operate by itself, it is difficult to ensure that the products can fully cover the valuable exclusive stores or terminal stores, which will affect the terminal digestion The terminal digestion becomes a problem, and it is difficult to place the goods again 3 Consumers are immature and irrational, and are easy to be guided by channels and media, especially in the third, fourth line and below markets Consumers lack product information and are easy to follow the crowd 4 From the perspective of the development of several popular industries in China, the profits in the growth period of the market are the most abundant, and the time is not long The excess profits will soon be rushed by the domestic enterprises, and the only way to earn such profits is to focus on the channels and terminals In view of the above business environment factors and their own actual conditions, Chinese local coating enterprises generally tend to plan and master the whole sales channel by themselves, so as to rapidly expand the sales scale and establish a competitive advantage Key words: paint marketing paint enterprise paint market domestic paint industry starts "air quality concern activity" Nippon acquires German paint B & K shares to strengthen the strength of car painting similar information • paint enterprise worthy of reference model Sam's membership store model • paint after-sales service is optimized, consumers or "buy" and deep feelings · How can small and medium-sized coating enterprises make use of the Spring Festival holiday consumption? 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