Marketing: analysis of marketing dilemma of architectural coatings

Core tip: building materials market found that there are as many as 10 kinds of marketing channels in the current paint market, but almost all of them have some loopholes, there are certain risks Because star endorsement has brought considerable benefits to coating enterprises, then many coating enterprises compete for endorsement We don't know that this is a misunderstanding of the brand building of enterprises, and whether it can achieve the effect of improving the brand effect Here we need to make a big question mark Many enterprises believe that the image of stars is equal to the brand image of products As long as the method of star endorsement is selected, the brand image of enterprises will be improved, and the brand image can be further improved at the same time Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Home of coatings news: the building materials market found that there are as many as 10 kinds of marketing channels in the paint market, but almost all of them have some loopholes, there are certain risks Because star endorsement has brought considerable benefits to coating enterprises, then many coating enterprises compete for endorsement We don't know that this is a misunderstanding of the brand building of enterprises, and whether it can achieve the effect of improving the brand effect Here we need to make a big question mark Many enterprises believe that the image of stars is equal to the brand image of products As long as the method of star endorsement is selected, the brand image of enterprises will be improved, and the brand image can be improved at the same time to further improve the sales volume of products As we all know, its concept is the biggest misunderstanding of brand building The company wishfully believes that star endorsement can really bring hot star effect to the brand In fact, star endorsement has no inevitable causal relationship with brand image and product sales Although the storm caused by star endorsements continues, it's still interesting for stars to appear next to paint products It's hard to say that star endorsements are the synonym of "sensationalism" After all, good products do need proper publicity It's just right for star endorsements to make the sales and publicity better Of course, when choosing star endorsements, coating enterprises should also put their own positions in order It is not that when choosing star endorsements, enterprises should raise the price of products correspondingly Star endorsements of enterprise brands should not be superior to the price of products Star endorsements are important in brand promotion and construction Please do not lose the big for the small At present, there are as many as 10 kinds of marketing channels in the paint market, but almost all of them have some loopholes and some risks With the gradual development of the market and the continuous change of the situation, how to carry out channel innovation has become the most urgent problem to be solved According to the data, the total annual production of Chinese coatings has increased from 1.81 million tons ten years ago to 9 million tons The annual growth rate is increasing year by year, and China has become the number one paint production country With such rapid growth, coating enterprises are facing a bottleneck of development, that is, there are many channels, but it is difficult to make people "worry free" "Including building materials supermarkets, Direct stores, decoration companies, online group buying, engineering channels, etc., there are up to 10 kinds of marketing channels in the paint market, with a large number, but it is very difficult for paint enterprises to control them." Guo, general manager of the marketing department of a Guangdong Group Co., Ltd., was in a bad mood at the forum For example, taking the building materials supermarket as an example, entering this channel requires a large number of entry fees, promotion fees, advertising fees, etc., which leads to the need to raise the price In this way, the price competitiveness of enterprises will be lost, and the business will be affected Therefore, the innovation of marketing model has become an urgent issue in the coating industry What should be done when the construction paint market is faced with marketing difficulties? Due to the impact of the new deal in the property market, the building materials and home furnishing industry is dragged down, and the growth of related enterprises' performance has slowed down Affected by the "freezing" of the property market, the performance growth of coating companies is expected to be lowered from 70% to 40% - 50% According to the latest statistics from relevant departments, the sales value of China's building materials industry in January and June was 1569.959 billion yuan, an increase of 32.52% year on year; the shipment value was 76.958 billion yuan, an increase of 22.07% year on year; the production and sales rate was 97.05%, an increase of 0.37% year on year From the above data, China's building materials industry still maintains a high growth, but considering the lag effect of historical statistics, in view of the continuous introduction of real estate regulation and control policies since 2011, industry insiders are still generally worried about the industry's prospects At present, more and more people come into contact with the network Because of a series of advantages of the network, many enterprises have also entered the Internet field The network investment promotion agent is favored by more and more enterprises and agents, and gradually becomes the mainstream mode of the investment promotion agent In particular, the network platform is preferred by the coating network investment promotion, which is estimated to be inseparable from the relative stability of the coating industry investment promotion agent Since the development of paint Investment Promotion Agency column on major paint portals, it has been favored by paint enterprises and agents The focus of paint investment promotion agency of quite a number of paint enterprises and businesses has shifted to the network, and the network platform is very lively The emergence of this trend is inseparable from the characteristics and advantages of the network platform itself Some people summarize the advantages of Internet investment agency as four points: first, it has low investment cost and great benefit Second, it is fast and efficient Through e-mail, information consultation and exchange can be completed within a few minutes on the Internet Third, the communication is simple and convenient, with strong interaction During the visit, the author found that the promotion methods of the major paint stores were not good enough In addition to the frequent activity policies such as buying gifts, points, double deposit and full amount reduction, most of the stores did not have many distinctive promotion policies Under the background that the price war has gradually lost its effect, the competition between shopping malls and merchants will turn to the characteristic content and humanized service The competition among enterprises will evolve into the competition of soft conditions such as service level and corporate culture People's life and work are so stressful that they need to relax every weekend and decorate Most of the people who shop also hope that shopping in the paint store can be connected with shopping, leisure, entertainment and other activities When a paint store forms a business circle with other surrounding service facilities, consumers can have a great attraction to the consumers after shopping in the store Marketing new era coating enterprise game new chess game online purchase family business sales new platform coating industry or can learn from the same kind of information • coating e-commerce: the "trap routine" of careful promotion; coating marketing: brand is not equal to reputation coating enterprise needs quality to win cancellation fee • coating marketing: correct use of telephone marketing, coating sales can still "break" Dealer research: how to distinguish the lies and truths of dealers? How to break the opening battle of dealers in 2016? Paint marketing: when there are no customers in the shop, what is the profitable paint boss? Paint marketing: the market position of paint enterprises should be firm and brand building should not be ignored Paint marketing: the business personnel have learned to travel all over the paint industry! How do successful paint dealers sell paint? The price of coating products is determined by the quality of coating The home of coating focuses on the news and information of coating, diatom mud, paint coating, coating process, fire retardant coating and coating, diatom mud, paint coating, coating process, decoration knowledge and decoration effect map of fire retardant coating,