Marketing: paint enterprises need to "look forward to the future"

Core tip: with the rapid development of the coating industry, the coating market can be described as one change and another change In such an environment, how should coating enterprises attract investment? In fact, the most important thing is to look at it from a prospective perspective Only by looking at problems from a development perspective, can a breakthrough be made and the enterprises succeed in attracting investment In fact, for coating enterprises, investment promotion is a complex and difficult cake If they want to make achievements in investment promotion, they need to make every stake in the barrel well, because the length of each stake determines the amount of water in the barrel We must look at the market from the perspective of development Only in this way can we grasp the market faster 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: with the rapid development of the coating industry, the coating market can be described as one change and another change In such an environment, how should coating enterprises attract investment? In fact, the most important thing is to look at it from a prospective perspective Only by looking at problems from a development perspective, can a breakthrough be made and the enterprises succeed in attracting investment In fact, for coating enterprises, investment promotion is a complex and difficult cake If they want to make achievements in investment promotion, they need to make every stake in the barrel well, because the length of each stake determines the amount of water in the barrel We must look at the market from the perspective of development Only in this way can we grasp the market faster and seize the market Forward looking -- Analysis positioning is the unpredictable market analysis With the rapid development of coating industry, the market is changing rapidly Therefore, the paint enterprises should learn to look ahead, so that they can quickly position themselves in the changing paint market, take effective measures to seize the market, and then promote the success of the enterprise After looking - after looking at the experience is to sum up the previous experience and lessons, so as to develop better investment strategies to seize the market Coating enterprises often encounter some problems in the process of attracting investment At this time, we should make a summary and look back more! We should constantly find the right way in the summary, so that the enterprises can better deal with the difficulties in the future Therefore, for coating enterprises, we should do a good job in the future, through continuous summary and analysis of positioning to seize the coating market, so as to achieve success How to sell to the price system in the regional market of coatings? Due to the low unit price and small unit profit of decorative coating products, it is necessary to generate large-scale sales volume by extensive market coverage; therefore, it is impossible for coating enterprises to directly operate in a large area in the regional market, only relying on dealers, distributors and retail stores, and finally into the hands of consumers Therefore, the maintenance of regional market channel price system is the key to maintain the interests of manufacturers, mobilize the enthusiasm of dealers, distributors and terminal stores, attract customers to buy, defeat competitors, develop and consolidate the market and improve regional market sales However, the complexity and triviality of the channel, the largest number of selling points and the relatively low comprehensive quality of each boss in the channel determine the most difficult management of the coating industry Once the price system of the channel is chaotic and unprofitable, the channel will affect the sales volume of the regional market This paper will focus on how to manage the regional market channel price system (to guarantee the channel profit) to provide the corresponding strategies for the regional market to demand sales volume: implement the two-way assessment of sales volume rebate and process rebate [case] a the rebate and reward policies and price system management of a regional dealer formulated by the coating enterprise are as follows: (the enterprise implements the rigid price system): 1 Rebate will be given for monthly tasks over 100% (including 100%) based on 7% of sales volume, and rebate will be given for tasks below 100% based on 5% of sales volume; 2 Bonus will be given for annual tasks over 100% (including 100%) based on 3% of sales volume, extra bonus will be 1% for excess tasks, and bonus will be given for tasks below 100% based on 1%; 3 If the monthly task quantity is not completed and the annual total task quantity is completed, the deducted monthly rebate will be reissued once after the expiration of the contract; 4 The reward for the staged promotion activities in the regional market of the dealers is also designed to stimulate the dealers to purchase the products, so as to design the level sales rebate and the combination of this product or different products 5 For the management of the price system, it is believed that as long as the dealers are properly constrained and supervised, the channel price system can be stabilized Therefore, for the dealers, if they violate the price management, they will be punished with rebate or reduce the support of promotional resources to stop the price disorder (the Commission of the sales staff is linked to the sales volume of the dealer Because it's Minghui and Mingyuan, dealers know the amount of rebate and reward, and also know the floor price of their purchase The size of sales volume means the cost In order to strive for higher rebate and reward, we often try our best to hold down the stock first when there is promotion support, and then find a way to cross the goods and ship at random prices Especially when they are only one step away from their own tasks or higher levels, dealers do not hesitate to take risks Because the Commission of the salesmen of the paint enterprises is linked with the sales volume of the dealers, the salesmen often open their eyes to appease or even connive at the dealers' fleeing goods and disorderly prices As a result, the manufacturer's rebate and promotion support were all smashed into the price war, which did not play a role in regulating the channel profit at all, making the market price chaotic, the channel profit transparent, unprofitable, confidence seriously frustrated, resulting in the market sales volume not rising but falling Note: the relevant rebate and reward policies of the second batch of dealers are similar to those of the above dealers 1 Strengthen process management and implement diversified rebate policies for dealers When formulating the rebate scheme, it is no longer based on the pure sales volume, but on the sales volume to set a lower fixed basic rebate rate as the normal profit to maintain the normal operation and development of dealers Then the dealers' normative actions related to market operation are subdivided, and various rewards are set up according to various details of the dealers' normative operation In this way, it is difficult for dealers to estimate the purchase cost in the current period, and it is not easy to determine the space for price smashing, so as to achieve process management and sales volume adjustment For example: distribution rate, vividness, all item purchase, safety stock, sales in accordance with the designated area, and active distribution The distribution rate and vividness are the most basic market work, which is the key point of the key points; keeping the district sales and standardizing the price can prevent the market from "cancer" -- disorderly price; safety stock, full item purchase, active distribution and promotion cooperation can make the company's various market strategies effectively implemented Through the diversified rebate policy and process management, the dealers are guided to behave, so that they can feel that every penny is earned by their hard work, rather than simply giving back, and can't bear to disturb their hard-earned market and lose their hard-earned money to smash the price In a word, strict process management can stabilize the price system of channels, cultivate a healthy market, and ensure the organization of circulation and the initiative of enterprise operation The greater the strength of process management, the more stable the price system, and the better the incremental effect of the later market 2、 Reasonable setting of stage promotion reward stage promotion reward is a reward designed to stimulate dealers' purchasing power It is a soft reward, which can improve dealers' profits, promote dealers' purchasing enthusiasm, increase their thrust and increase sales volume The periodic promotion reward can create the real-time sales volume, but it is only the withdrawal of tomorrow's market resources in advance, which is the transfer of inventory and does not produce actual consumption Its significance is often to set obstacles for the competitive market by crowding out the channel funds Not only that, if the periodic promotion reward is not done well, there is also a big side effect, which is to brew the market "cancer" - disorderly price Therefore, to be a market is not to be a trade after all The real-time sales volume that relies on the first and second sales promotion rewards cannot succeed in the end Good consumer awareness, stable customer and channel price order, and all-in-one penetration rate can form a stable sales volume, and the realization of these indicators depends on the above-mentioned little by little process training, which can not be achieved overnight Therefore, in order to stabilize the channel price system, the focus of rebate is different in different stages, the product introduction period and the lack of tension at the end of consumption, it is necessary to rely on the efforts of dealers to enter the market At this time, a high rebate limit is adopted to encourage the improvement of the distribution rate, account opening rate, vividness and other indicators and the completion of the delivery volume; When the products enter the growth period, we should focus on fighting against competitive products, increase the proportion of rewards for special sales, market feedback, distribution, promotion implementation effect and other projects, supplemented by a certain amount of sales incentives; When the products enter the mature period, the end pull is strong, and the sales volume does not need to rely on the dealers Therefore, attention should be paid to the maintenance of the channel price order The rebate should mainly be sold in accordance with the area and the price regulations, and the sales volume reward plays an auxiliary role 3、 Both hard and soft, strengthen the communication, in the aspect of restraining the behavior of dealers' disorderly pricing, the coating enterprise must have practical rules and regulations Once it is found that there are violations and disorderly operations in the process management process mentioned above, it is necessary to severely punish them, make an example of others, never tolerate compromise, and there is no way to disobey laws If there are no three rules in advance, once the dealer is severely punished for deviant behavior, it is often easy to arouse the manufacturer's contradiction, and there are laws to follow in advance Although the dealer has complaints, it can also obey the management Moreover, the written rules and regulations are always placed in front of the dealers, which can play a role in alerting the dealers at all times, and also strengthen the dealers' concept of abiding by the law and discipline In addition, enterprises should often carry out activities such as dealer incentive tourism, business training, group meetings and symposiums, strengthen the communication between factories and businessmen, do a good job in customer relationship, guide dealers to establish the idea and sense of cooperation of sustainable operation Manufacturers should reach a consensus on the operation idea, so that dealers can feel that enterprises and them are in the same industrial value chain, only at a price Only when all business units in the value chain have benefits can they achieve a win-win situation 4、 It is generally considered that dealers are the objects to monitor and manage prices when choosing the right monitoring objects As long as the dealers are properly restricted and supervised, the market price can be stabilized But the reality is that, on the one hand, in order to seize market share, dealers act in defiance of their own ways and do not take the "intimidation" of the manufacturer seriously; On the other hand, even if the dealers violate the price management openly, in order to get the payment and commission, there are several salesmen of paint enterprises who dare to hurt the "killer"? So after several rounds, some dealers will know that your so-called price management is just a fake shot What is the root cause of this failure? The key lies in the wrong target of supervision! I don't know that all the specific work of managing dealers is to have salespeople