Marketing: jinggeng County town market needs insight into the characteristics of consumers

Core tip: the rapid development of the paint market is far beyond people's expectation The dust of the first and second level city war has not fallen The county and town level market fight has already started Dealers have become the pioneer and main force of the competition of the paint brand in the county and town level market The traditional business model is facing more and more challenges The consumer centered marketing method with deep rural characteristics has become the only magic weapon for dealers to participate in the competition The coating market in the first and second tier cities has entered a mature stage The cruel competition and high operating costs make the county-level market become a new field of competition for coating brands, and strong brands have sunk into the market Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Home of coatings news: the rapid development of the coating market is far beyond people's expectation The dust of the first and second level city war has not fallen The county-level market hand to hand battle has already started Dealers have become the pioneer and main force of the coating brand competition in the county-level market The traditional business model is facing more and more challenges The consumer centered marketing method with deep rural characteristics has become the only magic weapon for dealers to participate in the competition The coating market in the first and second tier cities has entered a mature stage The cruel competition and high operating costs make the county-level market become a new field of competition for coating brands Strong brands have sunk in the market, so the coating sales in the county-level market has entered a period of continuous activity Different market levels, different consumer groups, in consumer behavior and objective marketing environment, there is a big gap with the primary and secondary market We can not look at the county-level market from the perspective of the primary and secondary market, nor can we easily copy the successful mode of the primary and secondary market to the county-level market Compared with the primary and secondary market, the county town market has several obvious characteristics in the housing decoration market: first, there are more large housing types and less small housing types The primary and secondary market, especially the primary market, is characterized by small land and large population In addition to the appropriate villa development, the trend of commercial housing development is bound to be small-sized County and town level market is rich in land resources, the pursuit of large housing consumption concept is strong, large housing is the mainstream In the consumption of coatings, the number of buyers is small, but the single purchase is large Second, the proportion of large-scale residential areas is small, and the proportion of small-scale residential areas and private housing is high In the first and second tier cities, the purchase of commercial housing is the mainstream, and the possibility of personal building is becoming less and less, and the large and small areas are more and more popular with consumers because of the comprehensive supporting facilities and the advantages of environmental construction However, in the county-level market, the city itself is small, commercial housing buyers are limited, and the development scale of the community is relatively small At the same time, the proportion of private housing built by individuals is very high In terms of coating consumption, the project consumption dominated by real estate developers is relatively small, but the proportion of private consumption in large areas is high Third, the county and town level market consumption is highly dispersed The more the market sinks, the higher the dispersion of consumption The housing development of the first and second tier cities is concentrated in the urban area and the target group is highly concentrated However, in the county and town level market, due to the existence of a large number of private building consumer groups, while the city itself is small, the consumer groups are scattered in different areas such as urban areas, suburbs, roads, towns, etc., each region has a certain consumer group, but the degree of aggregation is not high What kind of market characteristics determines what kind of marketing model Starting from the basic characteristics of the county and town level market, it is decided that the marketing strategy of coatings is quite different from that of the primary and secondary markets Consumers are the basis and source of all sales In a competitive market, studying consumers can provide many unexpected new ways and new methods for coating enterprises The success of coating sales is nothing more than to let consumers understand the products, dispel consumers' doubts, grasp consumers' consumption behavior and decision-making process, and then meet consumers' needs and preferences through a series of marketing means For the coating consumers in the county-level market, there are five obvious consumption characteristics 1 Paint health concerns high, but paint health know little After the influence of coating brand education, communication and related news, the health and environmental protection of coating has become a considerable concern of consumers in the county and town level market Their primary concern is the content of harmful substances in the paint, whether it affects health, etc However, the prevailing time of coating consumption in county and town level market is not long, and the channels for consumers to acquire coating knowledge are limited, and the consumption characteristics determine that the coating itself is a product with very low consumption concern (consumers are only in a strong concern state within the limited time of decoration, and they do not pay attention to other times) Consumers pay attention to health problems, but the main information is from the introduction of the coating shop guide, they do not have much knowledge and cognition of the relevant elements of the coating technology content With a good product concept, and through a high-level shopping guide to clearly pass the concept to consumers, the sales of coatings will be half successful 2 High consumption doubts and long decision-making time The difference of coating products is getting smaller and smaller, but the complex technical problems are hard for consumers to perceive The high value of consumption determines that the choice and decision-making of coating brand is a long-term process Consumers need to compare goods and accumulate knowledge; they need to inquire about information everywhere to support decision-making 3 Other people's consumption is a reference, and the risk of follow-up consumption is small For the products with consumption amount of thousands or even tens of thousands, the consumption behavior tends to be conservative Try a new brand, a new product, when the first person to eat crabs is a certain risk No one wants to be a loss taker Therefore, in the paint consumption, consumers will spend time to collect information, consult with relatives and friends, and listen to the suggestions of oil workers It's good to use more in others' homes, the brands that consumers are buying, and the ones recommended by the oil industry This is the popular phenomenon of "mass consumption" in the county and town markets 4 Love takes advantage of small things, and benefits attract large ones Always hope that the price can be preferential, or the original price can be something more, the idea of taking advantage of small and cheap is very common in the county and town level market consumers Especially for coating products, the total value of consumption is relatively high, and a little discount in price can save a lot Therefore, in the county-level market coating sales, consumers will spend a lot of time on price competition, and it is not easy to sign the bill 5 Complaints are not popular and there are high hidden dangers of bad things After the successful sale of coatings, there are a lot of follow-up services, product delivery, painting construction and after-sales service Coating is a product that is in contact with people at any time, which is greatly affected by the environment and use methods, so there may be some small problems in each link When the consumers in the county and town market meet the phenomenon of unsatisfied products or services, the probability of adopting formal channels to complain is not high First, the awareness of consumers' complaints in the county and town level market is not strong; second, the complaint channels and management departments are not perfect; third, a large number of complaints are not well resolved Complaint is an opportunity for coating enterprises If there is no chance to achieve consumption satisfaction without complaint, it often has greater hidden danger Consumers in the county and town markets have more free time and a high proportion of visiting relatives and friends They may gather in groups at any time to talk about family matters Do not complain about the dissatisfaction of consumers often spread in this chat, which is fatal to the influence of paint brand From the perspective of the whole market, at present, the marketing work of the coating brand in the county and town level market is still in a relatively primary and original stage, mainly relying on the local dealers to complete Intensive cultivation of the market is the key to win the market in the future competition of coating brands All this depends on the understanding of the characteristics of the county and town level market and the deep insight of consumers Who can understand consumers, grasp consumers, who can use consumers, control consumers Coating enterprises should grasp the opportunity of rural coating market, the impact of e-commerce on traditional sales of fire retardant coatings, the same kind of information, the model that coating enterprises can learn from -- Sam's club model, the perfection of coating after-sales service, and the deep feelings of consumers or one "buy" • how small and medium-sized coating enterprises can make use of Spring Festival holiday consumption, o2o or coating 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,