Marketing: coating enterprises need to return to rational marketing in the period of industrial transformation

Core tip: with the process of China's urbanization, China's coating industry has been in a high-speed development stage After several rounds of industry integration and domestic and international capital integration, it has been transformed from a relatively lagging industry to a fierce market competition industry, and the survival of the fittest of small and medium-sized coating enterprises has been staged With the rising price of raw materials and the situation of competition in the industry, this pattern is becoming increasingly fierce In order to seek a breakthrough, many manufacturers seek the development of new markets They set up branches, recruit people and buy horses, label products, bombard advertisements and even operate across categories As a result, management, market, products, etc are all in trouble, and the operating cost is high 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: with the process of China's urbanization, China's coating industry has been in a high-speed development stage After several rounds of industry integration and domestic and international capital integration, it has transformed from a relatively lagging industry to a fierce market competition industry, and the survival of the fittest of small and medium-sized coating enterprises has been staged With the rising price of raw materials and the situation of competition in the industry, this pattern is becoming increasingly fierce In order to seek a breakthrough, many manufacturers seek the development of new markets They set up branches, recruit people and buy horses, affix product labels, bombard advertisements and even operate across categories As a result, problems have occurred in management, market, products and so on, with high operating costs Why do you do well in this region and go to other markets and have problems? In the current situation, what should enterprises do? I often say to my colleagues like this: "how did you succeed in the past? Now it's OK to continue to do that." In the face of the current situation, enterprises need to return to rational marketing to achieve "no toss"! To strengthen the team building, many coating enterprises can't deal with the human resource problems well, resulting in the "blind toss" of the employees to deal with the market problems and internal colleague problems Talent is the soft power of an enterprise, so to do well in personnel management, the author thinks that we should start from three aspects: standardized task management and control, salary and promotion parallel performance incentive and internal mutual assistance "no excuses" In terms of work control, the standardized operation manual is used to formulate tasks for employees The salesman shall report the monthly and weekly results to the enterprise in the form of document form, so that the enterprise can accurately grasp the trend of employees and market situation In the salary system, rewards are linked to performance, avoiding the "big pot" treatment As long as they have the ability, the salesperson can be promoted to a regional manager quickly For employees who fail to achieve the expected goals, there will be corresponding punishment policies The author also set up an idea within the enterprise: all departments are customer relationships, there is no excuse to serve colleagues, and the twice weekly inter department meeting solved the "kick the ball" type of internal buck passing Through the construction of the staff team, the "blind toss" of the staff work is greatly avoided Maintain channel stability agents often have a sense of panic and insecurity It's hard to find a balance between the cooperation between manufacturers The agent is worried about being replaced or the target given by the manufacturer is unreasonable; the manufacturer suspects that the agent does not do a good job in the market and asks the manufacturer for policies Touching each other's bottom line will inevitably bring obstacles to communication and form a "random toss" to the market As a matter of fact, the essential problem of agents is the profit of products In order to ensure that the agents have enough profits, the author believes that we should be committed to the establishment of loyalty of agents, not to reduce the profit space of each channel link for the rapid growth of sales, but to protect the vested interests of agents and protect the channels of customers from malicious infringement The stable growth of the agent was assisted by training First of all, develop standard external service manual, detailed to each link, so that agents can achieve cooperation in the most convenient way, reducing friction between manufacturers Secondly, an information exchange platform and a dynamic learning mechanism should be established within the enterprise The operation methods of a well functioning market should be immediately fed back to all customers for reference Pay attention to the close cooperation with agents Thirdly, the manufacturer shall jointly agree on the sales target and make a perfect sales plan to help the agent to complete the task When the enterprise has no resource advantage, it is obvious that there is not enough profit to maintain the brand and expand vigorously The cost burden brought by blind expansion has become "poverty" The author thinks that what we should do in the market is to follow the trend of marketing, to meet the needs rather than create the needs Therefore, the author thinks that the principle of market development is: point by area, steady progress, not blind expansion, not the pursuit of "flowering" in an all-round way Look at the market from the perspective of supporting the market rather than being a market Before developing a new market, market research should be done first to make clear which category, price and channel are more suitable for local consumers, and determine the product category to be invested according to the regional characteristics In addition, there is a one month adaptation period when developing the market If the market reflects well, a detailed and comprehensive market plan should be formulated again Under the influence of the big environment, what enterprises should do most is not to expand blindly, nor to fight with customers, but to return to the essence of marketing, and to do "no toss" to employees, customers and the market Some common disadvantages and improvement methods in sales how to build an efficient "wolf" marketing team? 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