Marketing: new marketing mode of coating market mixed marketing becomes the leading mode

Core tip: in recent years, China's coating industry is in a period of vigorous development In order to effectively enhance the competitiveness of coating enterprises, the coating industry is exploring new marketing models and opening up new marketing channels It is understood that the current marketing mode of the coating industry is still based on the direct marketing mode, and some big brands still have franchise chain operation mode in the first tier cities Industry insiders believe that the mixed marketing mode of "direct franchise chain" has a popular trend It can not only meet the needs of consumers for coatings, but also reach the manufacturers Application scope and advantages of roller ceramic coating Recommended introduction: the surface of ceramic rubber plate used for roller ceramic coating is cast into durable rubber plate by hundreds of independent small ceramic pieces Each ceramic piece has raised characteristics Under general conveyor belt pressure, thousands of unique cast bumps can produce positive traction, prevent slipping and extend the service life of conveyor belt roller At the same time, the bottom layer adopts high-quality rubber, which has strong elasticity and can play a good impact resistance role The scope of application of roller ceramic coating is one three six 83857180 (the same as V) 1 Roller coating in extremely harsh working environment 2 The belt joint is not suitable for fixing with iron buckle; 3 It is suitable for leather Paint Home News: in recent years, China's paint industry is in a period of vigorous development In order to effectively enhance the competitiveness of coating enterprises, the coating industry is exploring new marketing models and opening up new marketing channels It is understood that the current marketing mode of the coating industry is still based on the direct marketing mode, and some big brands still have franchise chain operation mode in the first tier cities Industry insiders believe that the mixed marketing mode of "direct franchise chain" has a popular trend It can not only meet the needs of consumers for coatings, but also meet the requirements of independent brand promotion of manufacturers In the future, it may become the leading marketing mode of coating industry The direct marketing mode is characterized by high profit and high cost The direct marketing mode refers to the marketing mode in which the products produced by coating manufacturers enter the terminal market directly without going through the intermediate distributors In this way, the direct stores reduce the circulation and sales links of the intermediate agents, thereby reducing costs and increasing profits Because every enterprise wants to make its own brand and establish its own furniture Kingdom, the direct operation mode is like a gradually generated whirlwind, which impacts the original franchise chain operation mode The direct business model has multi-level advantages: first, it can effectively display the strength of the company and provide the standard template of brand image; second, it can directly face consumers and understand their demand characteristics to provide first-hand reference for the company's decision-making; third, it has direct control right and is easy to operate and manage However, the direct business model has its own shortcomings that are difficult to solve For example, the financial resources of enterprises directly affect the scale of investment, and the training and management of talents is also an insurmountable threshold The full implementation of the direct business model will also conflict with the franchise channels At the same time, with the rapid development of coating industry, the franchising mode has made great contribution Recruiting franchisees in different places is undoubtedly the best way for enterprises to quickly occupy the market, and also the most successful sales mode at present The alliance mode enables the coating enterprises to quickly collect funds, lay a foundation for sustainable development, and rapidly popularize the coating products throughout the country The advantage of the franchise model is to save the capital investment of the enterprise, reduce the venture risk, and make the coating production enterprise focus on brand building and design innovation In recent years, with a large number of coating enterprises on the horse, dealers have more options However, some coating enterprises neglect channel management, which makes the franchised dealers deviate from the marketing concept and system of the enterprise, so the phenomenon of "selling dog meat by hanging sheep's head" often occurs The decline of dealer loyalty and the difficulty of management is also a major problem for enterprises to carry out franchise marketing mode It's best if the mode is not suitable Therefore, some marketers point out that there is no difference between high and low in the mode whether it's franchising or direct marketing, and the best one is suitable Therefore, for coating manufacturers, we should not only choose one marketing mode, but also combine multiple modes, so as to bring forth new ideas and seek maximum profits in the best way If we stand in the perspective of consumers, in order to solve the convenience of consumers' purchase, we should choose the franchise overall coating franchise chain operation mode However, for coating manufacturers, the direct marketing mode can obtain profits to a large extent In this case, the best way for manufacturers is to adopt the mixed marketing channel mode - to combine franchise chain operation mode with direct operation mode Mixed marketing mode or leading first tier cities generally have both franchise chain operation mode and coating direct operation mode Different regions choose different marketing modes for different markets and different customers As the exploration of the transition period, the coexistence of franchising and direct marketing has become a mainstream at present After a period of development of channels, the operation and management of brands need to be integrated in terms of channels, such as stopping franchising, buying back franchised stores, joint venture with franchisees and direct marketing This process is a transformation process from basic marketing to advanced marketing channel strategy In terms of coating industry, the mixed marketing mode can greatly integrate the resources of coating manufacturers, not only meet the needs of consumers for coating, but also meet the requirements of independent brand promotion of manufacturers And the fact also proves that this kind of mixed marketing channel mode is feasible at present, and the development momentum can not be underestimated, and it may become the dominant marketing mode in the future Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,