Marketing: new channel of coating marketing, convenient store sales

Core tip: Recently, I heard from netizens that I saw paint sales in the convenience store downstairs, which is the building materials market or convenience store Arouses the general netizen's question? Many netizens said it was very fresh Some netizens felt that the sales volume of coatings sold by convenience stores was definitely not good, because they would generally choose the building materials market and question it For example, recently, many office buildings or business squares have placed a Changyou self-service vending machine alone, and equipped with the bus card consumption function, which is quite convenient regardless of the monopoly of geographical location or payment method But the people who work in the building 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 Paint Home News: recently heard that netizens reflected in the office downstairs convenience store unexpectedly saw the paint sales, this is the building materials market or convenience store Arouses the general netizen's question? Many netizens said it was very fresh Some netizens felt that the sales volume of coatings sold by convenience stores was definitely not good, because they would generally choose the building materials market and question it For example, recently, many office buildings or commercial squares have placed a Changyou self-service vending machine alone, and equipped with the bus card consumption function, which is quite convenient regardless of the monopoly of geographical location or payment method But the colleagues who work in the building have never consumed here Even if they want to buy drinks, most of them go to the convenience store outside to buy them Why? An important reason is that the vending machines are all single brand or single product, which makes the consumers have no choice Colleagues lamented: if we sell some other brands of food with real convenience, how can we run so far? From the brand attribute, consumers generally believe that Changyou belongs to health care dairy products, such as slimming and beauty, moistening intestines and detoxification, improving immunity Naming is positioning Changyou has occupied the mind of consumers in the category of health dairy products If we want to cross into the category of leisure drinks, we can call it repositioning, which needs cultivation time It is a transformation process from a small consumer group to a popular consumer From the perspective of the characteristics of consumer groups: the consumer groups of popular leisure food usually have the characteristics of relaxed freedom and diversity of life forms, and they don't like to be constrained, while the consumers of health care products are relatively rational and pay attention to the effect This is a very different consumption habit! For example, Coca Cola has no health care effect, and even is considered "unhealthy", but it meets the individual needs of consumers From the characteristics of the self-service consumption terminal, we can see that this sales mode meets the purchase convenience conditions of popular leisure drinks, and consumers turn a blind eye to such a close terminal for the simple reason that it is not attractive For the Changyou brand in the self-service terminal, the only way to be accepted by the consumers here is to put down the "monopoly" thinking, enrich the categories, and select several popular best-selling products (not too much, too much, but don't know how to choose), such as Coca Cola, Wang Laoji and other three or five products, so as to bring the consumers down to the terminal by bringing more and less 。 This kind of driving sales can not only use other people's products to share the cost, but also more easily drive Changyou's trial consumption! Falling into technical narcissism? It's better to design sales channels for the products based on the categories or product functions of the products, but rarely consider using other categories to divide channels or bundle sales One of the designers of J-10 fighter plane, Professor of Chengdu aircraft design and Research Institute, has developed a patented product for outdoor tourism - outdoor camping stove, which can cook a pot of rice in 4000 meters plateau with combustible materials such as branches, and the highest record can cook a pot of rice in eight newspapers The product uses the air flow technology of J-10 fighter plane, and its functional characteristics are energy-saving Windproof, small and easy to carry But it is such a product that has been wandering outside the tourist outdoor goods store, unable to open the market It has been proved that the sales progress of enterprises through outdoor channels is slow If they stay in the outdoor products market all the time, they will die In fact, the technology content of this product is not low, but also in line with the modern life style of energy conservation and environmental protection, and more and more people pay attention to physical exercise and like outdoor sports, it is these factors that lead us to the misunderstanding of high-tech environmental protection products This product, later adjusted the sales idea, the idea originated from seeing the "firewood meal" theme of the characteristic hotel When entering this kind of restaurant, the walls are full of chopped wood There are several huge iron pots in the kitchen The scene is a bit like the kitchen of Shaolin Temple in the movie It is such firewood and a plate of stew made of such iron pot that are immediately wiped out on the table There is no expression about the taste, just like returning to the green life in the countryside in the 1980s "Firewood and rice", a full flavor of praise, a memory of the feelings of the times, a primitive way of life, the popularity of the hotel is not accidental This kind of "firewood and rice" themed restaurant satisfies people's spiritual needs through a sense of the original ecological era Of course, some restaurants use large stoves and large pots, while others use small stoves and small pots The latter emphasizes doing it by yourself, which increases interactive and participatory fun experience And these small stoves that can make a fire are exactly what the outdoor camping stoves mentioned above can do In this way, it entered the city's self-service firewood restaurant, through which the concept of firewood meal + DIY interactive experience was realized, providing breeding ground for the urban people to return to the original ecology Of course, "catering + product sales" has become the two major profit models of this kind of restaurants, making money while playing Sometimes, the product needs to cut down the limitation of function, so as to find the tree to rely on and complete the display of self value Encounter category limitation? It's better to have a professional waterproof coating with Xiaobo University It's a patented product invented by Nobel laureates It should be said that the scientific and technological content and professionalism are undeniable But when it comes to coating, everyone thinks of the building materials industry in full swing, and everyone wants to take a piece of it! Waterproof leakage has always been a headache for real estate owners Please ask professional construction personnel to repair it again and again, or leakage The reason is that this market has been controlled by these leakage mending personnel for a long time, and it is very common to replace the defective with the best And we can easily wipe a product, but only in the building materials market waiting In the building materials market, the building materials professionals were intended to be the target consumers, but the product advantages of good quality and easy operation could not be exerted Based on this point, it's better to find out one or two products that are suitable for "family fool" according to the characteristics of easy operation of the products, and play the card of household products, so as to bypass the building materials market, enter the retail channel (in the state of zero competition), kill a new way to quickly establish brand influence from the convenience store, and further occupy the waterproof market! This idea is similar to Mr Weimeng In the past, the decontamination problem of lampblack machine was very serious Because it was not easy to remove it, the user had to give it to the decontamination service personnel of the manufacturer or the community to solve it It was a bit like a computer maintenance man The service fee of tens of yuan per visit was very common, and the clean family often needed decontamination Therefore, "Mr Weimeng" first focuses on the seemingly small field of range hood decontamination Relying on the dedicated image and excellent quality, he quickly shaped the brand awareness and reputation Then, Mr Weimeng launched other kitchen cleaning products, followed by toilet, bathroom and other series of products To avoid a strong competitive environment and form advantages through a large number of products in a small category, build a brand, and then launch other series to enter the competitive market! 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