Marketing: five questions about the development of paint marketing

Core tip: did you make money this year? This may be a sensitive issue for some coating companies or dealers In recent years, with the economy entering the new normal and affected by the real estate market, the coating industry has been moving forward slowly and difficultly Even so, there are still some factors restricting the development of the industry in the paint market, which are summarized into five problems by the editor: 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 Paint Home News: this year, do you make money? This may be a sensitive issue for some coating companies or dealers In recent years, with the economy entering the new normal and affected by the real estate market, the coating industry has been moving forward slowly and difficultly Even so, there are still some factors restricting the development of the industry in the paint market The editor summed it up into five questions: first, how long will the price war last? Since 2014, the price war in the coating industry has been frequently staged It is undeniable that the price war is of strategic significance to some brands Some second and third tier brands have robbed many local channel resources through the price war, and the sales volume has also increased by a certain margin However, when the price war becomes the only sharp tool of industry marketing, the development of the whole industry is worrying The price war has mercilessly eroded the already meager profit of the industry, making it fall into the era of meager profit, which is not conducive to the healthy and sustainable development of the industry Question 2: how can channels continue to play a key role? With the slow development of coating industry, coating enterprises try to increase sales through expanding channels First, try new channels For example, try to use the O2O model to try the paint e-commerce sales model Secondly, channel sinking and deep distribution In fact, the channel focus of the coating industry has already sunk to the county level, even to the villages and towns However, the coating enterprises still spare no effort to invest in the deep distribution, which also has a degree of problems Too much investment resources will also face the problem of diminishing marginal benefits In fact, expanding new channels is only one aspect How to tap the potential of existing channel resources, especially to activate the enthusiasm of existing dealers is equally important Question 3: how to build a brand "with both face and interior"? In recent years, the advertising investment of coating enterprises has been continuously upgraded: since 2013, some coating brands have successively entered the "million club" At present, coating enterprises are very active in advertising, not only most enterprises have adopted the "star endorsement" mode And CCTV and David video frequency appear coating advertising, such as Chenyang appeared in CCTV1 In addition, Jiabaoli was named "wonderful life" by Zhejiang TV At the same time of huge investment in publicity, coating enterprises carry out brand positioning around category first in product construction But coating companies should think about the following questions, what is your brand in the hearts of consumers? How can brand appeal resonate with consumer sentiment? This is a problem to be considered by all coating enterprises How to get out of the mud of product homogeneity? Marketing is important, but good products are the basis of marketing In the coating industry, homogeneity has a long history It can be said that many problems faced by coating enterprises, such as price war, non promotion and non marketing, can even be attributed to the problem of product homogeneity If we say that under normal circumstances, enterprises can rely on marketing mix to formulate marketing strategies, then the root lies in the lack of core technology in coating enterprises, and product innovation to a large extent lies in appearance Some coating enterprises are used to "plagiarism" For example, an enterprise made a product and put it into the market at the Guangzhou Exhibition, only one month later, it found that its competitors had launched corresponding products Question 5 How can terminals sell well without promotion? Once a senior person joked that the marketing secret of the paint industry is nothing more than "promotion, buy present, promotion + buy present" Although this is a joke, if these strategies were tried repeatedly yesterday, today they are a little helpless In recent years, various forms of promotion activities emerge in an endless stream in the paint industry, such as square activities, buy give, trade in old for new, etc., but the effect of the merchants gradually becomes worse and worse In short, after years of development, the coating industry has formed a pattern of two giants competing for supremacy and multiple brands coexisting Although with the passage of time, the leading enterprises will have more and more advantages, but this does not mean that other brands do not have the opportunity, who can effectively solve the above five aspects of the problem, who will gain the leading advantage in the future, the situation of the three countries' confrontation and the competition among the three countries may appear Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,