Marketing: how can paint manufacturers and distributors achieve mutual benefit?

Core tip: there is no doubt that channels are the lifeblood of enterprises When you spread out the channel, the enterprise will inevitably develop in a good direction; when you screw up the channel, no matter how excellent your development strategy and meet the social requirements, the enterprise will not be stronger and bigger For example, today's jiaduobao and Wanglaoji, jiaduobao can beat Wanglaoji in marketing, which is completely based on good channels For coatings, the same is true Why Dorothy and Nippon can do coating e-commerce in China, because their channels are different from domestic coating brands So, for domestic coating manufacturers, how to 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: there is no doubt that channels are the lifeblood of enterprises When you spread out the channel, the enterprise will inevitably develop in a good direction; when you screw up the channel, no matter how excellent your development strategy and meet the social requirements, the enterprise will not be stronger and bigger For example, today's jiaduobao and Wanglaoji, jiaduobao can beat Wanglaoji in marketing, which is completely based on good channels For coatings, the same is true Why Dorothy and Nippon can do coating e-commerce in China, because their channels are different from domestic coating brands So, for domestic coating manufacturers, how can they coexist with dealers to achieve mutual benefit? First, the enterprise brand has nothing to do with the business, it is the business of the headquarters manufacturer In the era of serious product assimilation and fierce competition, most of the customers' purchase comes from their recognition of the brand While sharing the benefits brought by the brand paint, the paint dealers should not only push the brand construction to the headquarters manufacturers, but also actively participate in the brand construction, because the very important part of the brand construction is the terminal display, sales, after-sales service and other contents, products and services Good or bad is the customer's actual sense of identity from purchase to use The brand culture of the enterprise runs through many links of products and services It is the result of the joint construction of the enterprise, dealers and even end stores In order to make the brand have a higher degree of recognition, dealers must participate in the brand construction to better share the brand effect Second, dealers are unwilling to invest in advertising for the brand, and their short-term behavior is serious The paint dealer is located at the front end of the product sales link of the enterprise, which is often the biggest beneficiary of the brand profits The intelligent dealer should be good at promoting the brand, creating the best sales atmosphere to play the brand strength, attracting more customers, and achieving greater sales, so as to occupy a larger market share in the region The investment of the dealer can be shown as: spare no effort to earnestly carry out The bank's head office's advertising strategy is to make good use of every advertising fee and every advertisement poster, and timely put the advertisement into the terminal to publicize the brand and seize the market And some dealers are unwilling to invest in advertising for the brand, just can't come in, or even kill the chickens to get the eggs, which is a serious short-term behavior Third, the paint dealers are waiting for the market, not marketing, not expanding customer resources The era of "wine is not afraid of lane depth" has long passed The market with product assimilation, diversification and fierce competition requires terminal sales to be refined and infiltrated Only when dealers go out, actively promote and guide, get to know more people and let more people know about your shop, products and services, can they achieve better sales Contacts are money Increasing contacts will effectively promote sales As a dealer, we can't wait to see what happens We only know to enjoy what we have achieved We should learn to go out and expand more customer resources Fourth, the sale of special products as authentic products, which affects the brand paint enterprises to provide special products is a part of the enterprise marketing war According to the characteristics of the special products (such as different quality, inventory, off-season goods, trial new products, etc.), it completes the strategic purpose of the enterprise through special sales trial sales: such as market research, new product development, timely clearance, etc In this activity, the dealer is the eyes and hands of the enterprise, who plays the main role of market feedback, and sells the special products as authentic products This kind of practice of taking advantage of small and cheap products will directly affect the strategic purpose of the enterprise's special sales, which will eventually damage the interests of the dealer itself It is like a "three blade sword", which will damage the vital interests of the enterprise, dealers and consumers at the same time Benefit As a dealer, we should make full use of the deployment of the brand manufacturers, and the special products must be sold at the special price We should not make short-term profits, which will affect the reputation of the brand Fifth, do not participate in unified promotional activities of enterprises, only pursue high added value of product profits The national unified promotional activities designed by enterprises have important marketing strategic purposes They are activities formulated through full market research The purpose is to promote their own brand, fight against competitive brands, create sales highlights, create a national sales atmosphere, so as to promote the rapid promotion of enterprise brand and the national promotion of products Only all dealers are active and consistent Participation can form a wave of upsurge and achieve the expected strategic purpose At the same time, the promotion is also a regional dealer to activate regional consumers to actively purchase To attract and increase new customers and realize the important means of expanding sales, the participation of paint dealers in the national unified promotional activities of the enterprise not only jointly promotes the growth and promotion of the brand, but also effectively expands the brand in the region, so as to improve the terminal sales Sixth, pursue high added value of single product profit and ignore scale effect The paint dealers who make this mistake do not realize the scale effect of product marketing, only look at the sky in the well and win the temporary small money, but lose the precious integrity In the product sales, the most concerned is the price The unified market guidance price given by the paint enterprises is formed through accurate market analysis, which is scientific and reasonable What the enterprises require is the terminal , price unification means to form the scale effect of brand products with uniform price and uniform service At the same time, in today's information transmission network era, raising prices can only win today and lose tomorrow Secondly, a good brand should have a strong social win-win, should pursue the win-win among enterprises, businesses and consumers, create a harmonious social supply and demand environment, and realize the social value of the brand is also the responsibility and obligation of businesses Seventh, small fortune, not enterprising, affecting the brand and product share in the local market "Learning is like sailing against the current, if you don't advance, you will leave" So is business: those thoughts that are easy to satisfy are extremely wrong and dangerous In today's era of fierce competition, if you don't run and wait for death, if you slow down, you will also be eliminated Dealers don't want to be enterprising, which will not only affect the share of brands and products in the local market, but more likely to be caught up by competitors and occupy your original Market Therefore, as a dealer, it is possible to grow up with the coating brand and become the dominant one Eighth, it is an important content to attract customers and realize sales to display the terminal image of dealers and brand headquarters manufacturers A good display can not only appeal the brand image, but also impress the past pedestrians and attract attention, so as to guide consumption and promote sales The terminal image of the brand paint shop is normally carefully designed by the enterprise: it is considered comprehensive, well-designed, reasonably displayed, with strong brand culture and appeal, and it is required that all the stores are the same, so that the brand can be highly consistent and recognized Only by strengthening the image presentation of the terminal shop, can it be consistent with the brand publicity of the enterprise, so that customers can see the recruitment Brand and display think of brand, directly promote sales Ninth, lack of store image and display of insufficient after-sales service is an important part of product marketing and one of the important contents of enterprise brand coating construction Good product + good after-sales service = good brand customer identity, satisfaction rate and repeat purchase rate are 100% from good after-sales service Therefore, dealers should do a good job in product after-sales service, so as to drive more old customers to buy and promote the rapid development of terminals Ignoring the after-sales service, on the surface, it saves costs In essence, it quickly loses existing customers "Good things don't go out, bad things spread thousands of miles" quickly spread to the whole market, resulting in the failure of sales work Tenth, I don't know how to prepare for the future It's easy for new dealers and old dealers to make such mistakes when things are not easy to solve The former is inexperienced and can't fully order, while the latter is often used for its resource advantages and replenishment when the goods are needed As a result, they not only make themselves in a hurry, but also make the enterprise plan disordered, too busy, and finally there is no goods available, which affects the sales performance of both sides and greatly damages the interests and image of dealers themselves Therefore, in peak season sales, we should do a good job in demand market research, prepare enough goods, and do a good job in peak season sales In the era of futures system, the timeliness of replenishment cannot be guaranteed more and more Therefore, it is an important guarantee to store goods in peak season and order enough goods 11 The most important way to influence the brand image is to sell dog meat or groceries with sheep's head Other brands of products appear in the brand paint monopoly The first feeling to customers is that the store is not normal Maybe all the goods are "water products", which not only causes the terminal to be doubted, but also affects the brand monopoly image of the headquarters The so-called name is not right and the words are not right They sell dog meat by hanging sheep's heads, and finally smash their feet with stones Paint sales team goal formulation and decomposition of China's paint brand development and marketing strategy analysis of the same kind of information • paint enterprise model worthy of reference -- Sam's member store model • paint after-sales service optimization, consumers or a "buy" and deep feelings • how small and medium-sized paint enterprises take advantage of the Spring Festival holiday consumption • o2o or paint e-commerce another pit · 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,