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    Home > Coatings News > Paints and Coatings Market > Marketing: flat operation of coatings market channel in the era of integrated marketing

    Marketing: flat operation of coatings market channel in the era of integrated marketing

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: in the primary stage of transition from planned economy to market economy, the national economy and market are thriving As long as there is a store, no matter what brand or product it operates, it can have a steady stream of profits This kind of blowout market demand enables many dealers to enjoy this kind of life of small prosperity Then with the increasingly fierce competition in the market economy, many enterprises for their own development, strengthen the promotion of the terminal, in the case of no choice to start to build their own channels Nowadays, "channel flattening" has become a magic weapon to win in all walks of life 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: in the primary stage of the transformation from planned economy to market economy, the national economy and market are thriving As long as there is a store, no matter what brand or product it operates, it can have a steady stream of profits This kind of blowout market demand makes many dealers enjoy this kind of life of small prosperity Then with the increasingly fierce competition in the market economy, many enterprises for their own development, strengthen the promotion of the terminal, in the case of no choice to start to build their own channels Nowadays, "channel flattening" has become a magic weapon to win in all walks of life When we talk about the concept of "intensive cultivation" and "decisive terminal", for a while, channel flattening has become the core topic of marketing However, the marketing environment of coatings market is changing constantly In the era of integrated marketing, the flat operation of the coating market channel is first of all the change of consumers In the past, the consumers basically have no say in what the coating dealers sell and what the consumers buy Nowadays, most of the mainstream consumer groups are composed of the post-80s and post-90s Their progress and changes in consumption concept and consumption habits make it more difficult for them to earn huge profits The second is the change of competition environment and rules In the past, the appearance, function, price and service of products were homogeneous Although the competition was fierce, it only stayed at the level of price war and promotion war The terminal is the only export of products, so whoever controls the terminal of the channel has the right to speak Today, the product is developing towards personalization, the function of the product is becoming more and more powerful, and the sales channels are becoming more and more abundant, especially the rise of e-commerce, which breaks the ecological balance of the original traditional channels and makes the channel structure and terminals change: "mouse + cement" ”The combination of (e-commerce + physical store) makes consumers experience sensibly and purchase rationally The terminal becomes a display platform of products Sales is a weighted synthesis of brand, advertisement, network, promotion, word-of-mouth, store and other forms Thirdly, there are changes in the means and methods of coating marketing promotion In the past, the promotion was nothing more than the distribution of leaflets, terminal special offers, gifts, lottery and other ways Now, the promotion is trial, experience and interaction Online and offline combination, discount, gifts and other means are just auxiliary methods of promotion What's more, the flattening of traditional channels in the paint market now faces three constraints: first, a number of excellent paint dealers have grown up After the cruel survival of the fittest, dealers are concentrated at both ends: either large-scale and efficient comprehensive dealers, or professional dealers with accurate positioning and good service These excellent coating distributors know more about integrated management: the combination of quantity and profit of products, the balance of light and peak seasons, efficient logistics and distribution, and standardized service system Second, the high operating cost makes the enterprise overburdened and tired of coping The deep distribution of traditional products requires a large amount of human, material and financial resources to achieve flat "intensive cultivation" However, in today's era of extremely high operating costs and shortage of personnel, coating enterprises are still facing key front-end and back-end competition in R & D, production and brand building, unable to maintain high channel costs Third, the complexity of management makes coating enterprises question the flat operation of channels The lack of enterprise management system and ability, the lack of talents and the high-speed liquidity will lead to the disaster of extinction if the enterprise is a little careless This kind of risk makes the enterprise start to transfer from the front to the rear Based on the above three points, excellent coating enterprises find that it is necessary to restore the nature of enterprises and channels, so that both sides return to their own duties, and the right way to win-win is for coating manufacturers to work together to create an integrated operation mode In the new marketing era, how to optimize the flat channel mode, the cultural differences between the north and the south of China, the economic differences between the East and the west, and the urban-rural differences, etc., are doomed to make the "one size fits all" channel mode difficult to succeed The economy in the South and the East is relatively developed, the township market is mature, the flat channel construction is easy to succeed, and the cooperation relationship between manufacturers is relatively simple But the same thing may be different in the north and the northwest In some remote counties, there are many brand blank markets, because the cost of developing those areas is higher than the sales volume Therefore, when designing channels, we should consider the regional differences, "one policy for one place, one policy for one business", and enterprises in the southern and Eastern markets should focus on the terminal (intensive cultivation), and the key business channels (channel coverage) in the northern and northwest markets Alliance with high-quality dealers and deepen cooperation with manufacturers The essence of channel flattening is the upgrading of channel value chain Coating enterprises need to actively provide value and effective communication for channel members, so as to deepen the cooperation relationship, cultivate excellent coating dealers from trading partners to business partners, and transform the back-to-back game into the co investment and sharing agreement, so as to establish a new channel cooperation mode of manufacturer value integration and business value integration Compared with dealers, enterprises have advantages in concept, management, talents and resources They should actively output the business philosophy, management methods and operation skills of enterprises, invest corresponding resources and manpower, guide dealers to establish management and operation system, guide paint dealers to increase market investment, strengthen terminal construction, train dealers' team capacity, improve and improve the terminal End service, etc In the past, paint enterprises were the main body of market operation, paint dealers were supporting roles, and market layout and planning were determined by regional marketing personnel Now after the return of the channel, the dealers are the main body of the regional market and become the main force in the sports field, while the coating enterprises have become the coaches in the sports field This return to the role of the industry division of labor, is in line with the principle of efficiency first and ability first Therefore, paint enterprises redefine the division of labor of manufacturers to play their own advantages, paint enterprises provide services and support, paint dealers provide channels and terminals, and paint manufacturers work together to maximize common interests Value added services and support, to promote the transformation and upgrading of dealers, first of all, we need to strengthen two-way communication with channel members, and actively promote corporate culture In order to gain the understanding and recognition of the enterprise's goal, the coating enterprises should constantly instill the enterprise culture and management concept into the channel members For example, establish regular communication and consultation mechanism for manufacturers, hold some dealers' symposiums, seminars and training meetings, etc Secondly, we need to design a win-win and effective cooperation model Coating enterprises should ensure that channel members have reasonable profit space, undertake corresponding market development responsibilities, establish a win-win marketing mechanism, and pay attention to the combination of short-term profits and long-term interests of channels Thirdly, we should evaluate the channel members according to the efficiency principle, constantly optimize and adjust, and maintain the long-term vitality of the marketing chain In the era of integrated marketing, the flattening of the coating market channel is not an integrated process in which the coating enterprises simply increase personnel, investment, customers or terminals, but to establish a common goal and trust for the stakeholders in the whole marketing chain and redistribute their responsibilities, rights and interests The result of integration is that we form a symbiotic and co prosperity health ecosystem, the marketing channels are structured, the whole sales organization is dense and coherent, the paint manufacturers are no longer the object of mutual game, and the service to consumers is also transferred from selling products to selling solutions, each link is seamless docking, so that consumers can experience perfect products and services Adjust measures to local conditions -- discuss the development of small and medium-sized paint enterprises to stop returning fake products to the real green information of the same kind; paint enterprises worthy of reference -- Sam's member store mode; paint after-sales service optimization, consumers or "buy" and deep feelings; how small and medium-sized paint enterprises take advantage of Spring Festival holiday consumption; o2o or paint e-commerce another hole · Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,
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