Marketing: China's paint dealers need to integrate marketing capabilities

Core tip: in the 21st century, the Internet has created a new world More complex business environment needs large-scale cooperation and more virtual organizations The marketing revolution in the Internet era is quietly and rapidly going on Under the influence of the Internet, all kinds of traditional industries have changed dramatically In e-commerce, the marketing between the first B2B businesses has matured in a short period of more than ten years, and the shopping mode generated by B2C businesses' marketing to customers has gradually become the mainstream lifestyle of the new generation of people However, for semi-finished products such as coatings, can the e-commerce model really be realized and have 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 Paint House News: in the 21st century, the Internet has created a new world More complex business environment needs large-scale cooperation and more virtual organizations The marketing revolution in the Internet era is quietly and rapidly going on Under the influence of the Internet, all kinds of traditional industries have changed dramatically In e-commerce, the marketing between the first B2B businesses has matured in a short period of more than ten years, and the shopping mode generated by B2C businesses' marketing to customers has gradually become the mainstream lifestyle of the new generation of people However, for semi-finished products such as coatings, whether the e-commerce model can really be realized and has a future has always been a puzzle topic in the industry Although foreign companies duluxi and Libang have already established official online shopping platforms, local cabaret and sankeshu have also followed up, and some third-party online shopping platforms have also launched building materials and coating products However, there have been too many concerns about how to transform the semi-finished product sales mode relying on offline channels into the online finished product sales mode directly facing consumers It should be said that the negative attitude accounts for the absolute majority However, in the past two years, online purchase of coatings may not be a dream, and this trend seems to become more and more obvious and urgent Take libon for example Last year, the shipment volume of the official online shopping mall exceeded 30 million, and this year is expected to exceed 50 million If the online shopping sales of online and offline channels and other third-party platforms are included, the total online sales volume is expected to exceed 100 million this year We can see that in recent years, Libang and duluxi have quietly promoted the online market with embellishment They have started to frequently publish online and print media "Refresh" and "home easy paint" product publicity based on the official online shopping mall, aiming to provide consumers with the most professional, convenient and worry free coating solution service, claiming that a phone call is easy to use And this kind of promotion is expanding, which has never been before In contrast, I think that duluxi's "home easy to paint" product started in 2008 is more professional, transparent and persuasive for consumers While the local follow-up workers, such as cabaret and sankeshu, have established official online shopping malls in succession, but they simply sell offline products online, without effective integration of offline resources, so there is no substantial change in product innovation and sales mode It is self-evident that online shopping improves the consumption value, but the semi-finished property of coatings has always been the key to the realization of online shopping Therefore, the realization of semi-finished online shopping must integrate offline resources, establish a perfect online and offline connection system, make the whole sales process standardized and transparent, make offline services fully standardized and professional, comprehensively transform the value of channels into services, and provide more competitive products solutions I think this is not what ordinary enterprises can do, and it may not be suitable for some enterprises to do From the analysis of the public data, we can see that duluxi and Nippon seem to have established such a set of online and offline connection system Although it feels that the online display part of the World War I wall renewal system emphasized by duluxi's "easy to paint" is more professional, the online and offline resource integration and standardized implementation of the system are still completely entrusted to the dealers for the completion of the pre-determination How this will be implemented is not known And Nippon has established or is in the process of establishing network management stores and "refreshing" flagship stores, Therefore, it can be predicted that she has started the offline resource integration and standardization work, and she has launched 1568 free supervision, on-site service and free color matching service under the "Refresh" positioning, which has more advantages in the construction of the whole system, and the offline cooperation and execution for the online will be more in place Of course, if we look at the integration and standardization of product resources at the front end, they have not yet fully reflected the foreseeable progress in other aspects besides launching a "finished" coating service product, and they have not yet made a strict separation in the positioning of coating products online and offline - I think maybe they think the fire is not there, because at present, they have Sufficient industry position and brand awareness, as well as strong offline channels At the recent 20th anniversary celebration of China, Nippon made it clear that in addition to continuing the public welfare and strengthening the reputation construction, it will comprehensively promote the brand-new idea of "Nippon, refresh life for you", practice the consumption mode of "experience first", establish a brand-new "Refresh" flagship store across the country, launch the refresh service integrating online and offline channels, and subvert the consumers' transmission of coatings Unify cognition and innovate the sales mode of coating industry For this reason, Nippon officially launched the "Nippon training school" fund plan that night It is estimated that more than 20 million yuan will be invested every year to provide more comprehensive training support and oil dream sponsorship plan for oil workers, sales, dealers, etc - the evening party even specially arranged a program for the performance of Nippon master team As for duluxi, at present, we have no way to analyze or judge its future plans in various aspects It's obvious that Nippon has made a formal strategic move, although it's not new for her from the offline point of view The 1687 project many years ago was aimed at this direction, that is to say, the ideas that had been implemented and implemented in the 1687 project should be installed with wood paint only at home before In the future, it will be extended to the whole product line and all channels, especially in the field of e-commerce Libang has fully realized the problem that must be solved in the next development, that is, to adhere to the reputation and channel construction, to realize the successful transformation from product brand to service brand, and to truly realize the innovative, more competitive and more valuable "Refresh" online shopping mode in the paint industry Therefore, I believe that in the new round of strategic transformation, Nippon has achieved certain first mover advantage, because the B2C model centered on the will of manufacturers in the industrial era is gradually but rapidly being replaced by the C2B model centered on consumer service in the information age The home decoration industry is originally an industry dominated by the wishes of consumers In the future, many home decoration products will be changed and customized according to the requirements of consumers For example, C2B can easily confirm and realize all kinds of unsatisfied wishes, such as price, duration, quality, environmental protection, materials, color, effect and so on Therefore, the traditional sales mode of "semi-finished" products such as building materials and coatings is bound to change, and the sales function of some mainstream offline channel formats (such as monopoly stores) will be gradually weakened We have entered an information age, the traditional marketing elements will inevitably change, some elements and successful cases will become history forever The 80's and 90's have become the mainstream consumers Their lifestyle will lead the future, whether we like it or not I firmly believe that this is also a new development opportunity for local enterprises The question is, are we ready? 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