Marketing: how to apply store advantages to promote paint sales

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 Home of coatings news: in the face of the economic tide of the 21st century, a new round of marketing reform is accelerating Manufacturers constantly change their marketing methods, with various patterns In response to the changing market They are not only the manipulators of market change, but also the enslavers of market change A new round of brand shuffling in the paint market is just a battle based on high-quality stores So, what are high-quality stores and what are the ways to drive sales? In my opinion, "store" is the foundation and "good store" is the foundation for how to use the advantages of store to promote sales When it comes to this, one can't help asking what kind of store can be called "a good store, or a store with advantages" In view of the fact that the author is a professional in the paint and coating industry, this paper takes the paint and coating store as an example How to obtain the innate advantage in the commercial competition, "location" is particularly important Now the development trend of building materials industry is more and more specialized and centralized; specialization brings the "business gathering" atmosphere of the target customers, while centralization also brings more intense competition market On this basis, in the same building materials market or paint area of building materials market, having a good location is the key factor, so what kind of location can be called a good location? In my opinion: first of all, it is the gate and main road of building materials market These places have a high flow of people and popularity Every day, the flow of people in and out of building materials market passes through your shop gate, and the shop can get a high exposure As the saying goes, "mixed face is familiar" From another point of view, the shop rent and management fee in these places are higher than that in other places Many, opening a shop here means economic strength and brand height, which inadvertently improves the brand height and customer trust Next to the stores of duluxi, lipang and other brands, there are big boards Next to the shops and big auxiliary materials stores, and these people as neighbors have profoundly explained a truth - "taking advantage of the potential" Being good at taking advantage of the potential is a very important factor in business activities, but it is also an important factor that is often ignored by Chinese businessmen Jews are proficient in this way I remember a business case story Next to a new road, the first Jewish opened a gas station After that, there was another convenience store opened by another Jew beside the gas station, and the third Jew soon opened a restaurant So around the gas station, smart Jewish businessmen made their business more and more prosperous This example profoundly explained the reason of "taking advantage of potential" in business behavior We will open the paint shop next to the plate shop and auxiliary material shop, which is a good "take advantage" of these neighbors to bring more sales opportunities for ourselves In a word, stores that meet the following three points can be called good ones: first, stores that are in good positions, at the gate of the building materials market, at the head of the building materials Street, at the door or corner of the paint area, etc.; second, stores next to the building materials market or the auxiliary materials and plate manufacturers that sell more in the building materials Street; 3、 Next to the stores of Libang and Dulux So, what is a fine decoration store? First of all, a store with an actual business area of more than 80 square meters can be called a big store The larger the store is, the more products are placed, and the more opportunities customers have to choose In fact, the process of consumption is a kind of enjoyment, and the process of improving sales opportunities is just the process of customers' choosing and purchasing As for fine decoration, in fact, there are many dealers and bosses who have misunderstandings in store construction They think that a store is a big brand if it is luxurious and high-grade Strictly speaking, there is nothing wrong with the it Many stores selling luxury goods, suits, cars and jewels are all luxury decoration But we may have neglected one detail, that is, almost all big brands, no matter how luxurious Chengdu is decorated, their store styles are basically unified For example, KFC, a famous fast-food chain, is not luxurious in decoration, but KFC is a unified decoration style in China and even in the world, a unified image of the front door, where consumers go to see KFC image is unified, and the recognition and recognition in the hearts of consumers are very high, even if it is commonly known as a big brand The image and decoration style of franchise stores, image stores and flagship stores in the paint industry are absolutely unified The pioneers of the paint industry in China, such as bards and sankeshu, have gradually realized this After occupying the advantages of time and place, we need to look back at our shop itself We need to ask ourselves, "what kind of shop is qualified to enjoy such a good position?" If we can't get the answer from our thinking, we may as well visit the image stores of Libang, Dulux, bards, China Resources and other big brands Maybe we can find the answer from them For the paint industry, the image store construction of these brands is in the forefront of the industry and even the whole building materials industry The modern commercial society is highly developed and developed Throughout the history of the whole social commercial development, the grocery stores, department stores and other models that appeared at the beginning of the 20th century have entered the history Nowadays, the social commercial development tends to be more and more specialized and diversified There should be a wide range of commodities in the supermarket, but different commodity areas are distinguished for your quick and convenient purchase In the future, the development mode of building materials market will also take the path of specialization and diversification, and the competition of the same products and brands will be more and more fierce Take bards store as an example: when approaching bards store, the whole store takes Telecom blue as the main color element, has a unified front door, five spokesmen of track and field image headed by Liu Xiang, "quality leads to refresh the world" brand slogan; when entering the store, it has beautiful model display area, rich product experience area, enterprise honor display ktboard and engineering case display diagram Film, rich and diverse product display and product flag pop paste and other elements, from different perspectives to highlight the influence and height of the brand and the charm of exquisite decoration Back to the role of the store, the store is the most important place for customers to talk and communicate with the shopkeeper in the transaction process A clean and comfortable negotiation area is essential At the same time, a larger store area also provides more ideal display space for products The standard bards store must meet the minimum area requirements of 60 square meters, of course 80 square meters, 100 square meters or even 120 square meters The image shop of rice is more ideal After having a good store, it doesn't mean that the business will be delivered to the door automatically There are many jobs waiting for us to do We know that we have to work hard to have a good store, and ultimately to improve the market sales service In terms of paint and coating industry, the main sales channels are: store retail, engineering sales, distribution and wholesale, and intra city franchising How to use the advantages of stores to promote sales requires us to think about the four main channels How to integrate the advantages of good stores into the actual sales and serve the sales is the final topic we need to discuss First, take store retail as an example Retail is the most profitable and, of course, the most difficult With the continuous development of the decoration industry and the continuous maturity of the building materials industry, customers are increasingly picky about the consumption habits of decoration materials, "health, environmental protection, low carbon" and other topics have become hot, people pay more and more attention to the health and environmental protection of the home environment, of course, the brand awareness is also growing A well positioned fine decoration store means first of all the brand height and image of the products it operates, at the same time, it can obtain more customers' entering rate and longer staying time, of course, it also means that it has a higher proportion of transaction rate; with the professional explanation and recommendation of shopping guide, the success of customers' placing an order is a step further Second, we discuss engineering sales When talking about engineering sales, many people subconsciously feel that the store can't establish direct contact with engineering sales In fact, it's not! As we all know, the engineering market is generally divided into two channels: the one designated by Party A and the one purchased by Party B First, take Party A's designation as an example Generally, the investors of a project don't know much about the paint brand and products Their impression on the products or brands comes from the field investigation of traditional media channels and building materials market A well located and well decorated store is easy to attract the investors to pay attention to and understand, and certainly more persuasive Secondly, from the perspective of Party B, it is necessary for Party B to persuade Party A to win the bid to become the Construction Party of the project In addition to Party B's construction qualification, construction quality, project quotation and other factors, the advantageous material suppliers can also increase the weight for the successful bid In addition to the high-quality construction, the high-quality material supply It is also a very important part For example, when Party B provides Party A with information about material suppliers, Party A will generally learn about it What will happen if the material suppliers provided by Party B can't even find the shop or the situation of the shop is rather bad? On the contrary, if our store is easy to find and has a prominent position, and the store is clean and tidy, and the brand and product display information are all available, is there a good persuasion and high trust Third, the distribution and wholesale mode is the best mode of channel sinking, which brings the product benefits and brand influence to the county or even township market, and the distributor is the most suitable object Of course, when we choose excellent and appropriate distributors, we also face the reality of being selected, which requires us to consider the reality from their perspective: what is the profit margin for selling your products? How about the quality of the product? How about brand awareness? How did the market react? How to persuade customers to buy your products in his terminal market? The author has learned how important a good store is to the development of the distribution market through a visit to the local county market some time ago For the building materials business owners in a county or town market, they are very familiar with the building materials market in the provincial capital or central city It can be seen how influential these big building materials markets are to the surrounding radiation Yes, they must have done in-depth market research, which brand is selling well, which brand has a good influence, which product has a good profit Of course, a good store is also easier to attract