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    Home > Coatings News > Paints and Coatings Market > Marketing: profit drives two marketing methods of coating enterprises to become highlights

    Marketing: profit drives two marketing methods of coating enterprises to become highlights

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: as the competition pattern of domestic paint market is changing, under the crisis, the international brands that used to occupy the high-end market now also start to march towards the middle and low end

    According to incomplete statistics, there are more than 8000 enterprises in the paint industry, and how to highlight themselves in so many enterprises and how to establish their own brand and position in the market is believed to be the most desired thing for paint enterprises

    So coating companies began to use a variety of marketing techniques to achieve their own market goals

    The intensified competition promotes the coating enterprises to transform into the market economy era, and the opportunities are also very great in the fierce competition Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form

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    Since the introduction of this technology, powder coating has been able to continue to maintain the Home of coatings news: due to the changes in the competition pattern of the domestic paint market, under the crisis, the international brands that used to occupy the high-end market are now beginning to march towards the middle and low end

    According to incomplete statistics, there are more than 8000 enterprises in the paint industry, and how to highlight themselves in so many enterprises and how to establish their own brand and position in the market is believed to be the most desired thing for paint enterprises

    So coating companies began to use a variety of marketing techniques to achieve their own market goals

    The intensified competition has promoted the coating enterprises to transform into the market economy era, and there are many opportunities in the fierce competition

    If the coating enterprises can highlight themselves in the competition and seize the opportunity, it is not far from the other side of success

    As a sunrise industry, coatings are not only favored by the industry, but also by many enterprises, so more and more coating enterprises are transforming into coatings and new ones

    In 2008, the financial crisis, coating obviously also suffered a great impact, but compared with many other industries, the coating market is still relatively light, so coating companies are more optimistic about the future of the coating market

    In 2009, there was a fashion of endorsement in the paint industry

    First, painters from the art circle, such as painters, carlis, huawang paint, Tailai paint, badshi paint, desert oasis, cherry blossom paint, Cardan paint and other paint brands invited stars to represent them

    Then, celebrities from the literary circle, such as Jiang Wenli, Li Bingbing, Chen Jianbin, Zeng Zhiwei, Fan Bingbing, Pu Cunxin, Wen Bixia, bought paints 。 Star endorsement to develop new business opportunities Of course, we can't attribute the success of a brand to the results of star endorsement

    However, according to the survey, 47.2% of people said that "when choosing similar products, they will still give priority to star endorsement products"

    This is because coating products are not used for daily necessities, and consumers rarely understand these products

    There are many brands in the market The products endorsed by star can give consumers some confidence

    From the perspective of the enterprise, choosing the spokesperson can approach the distance between the coating enterprise and the consumer, enhance the affinity of the enterprise brand, and at the same time, the star spokesperson can also directly convey the health, safety and high-quality environmental protection of the coating product to the consumer Concept, improve the trust of consumers, enhance the credibility of coating products and brands in the hearts of consumers, so as to buy at ease

    However, it has to be said that with the increasing number of star endorsements, false advertisements will inevitably appear behind the crazy star endorsements

    These situations are not uncommon in the food, medical, health care and other industries

    Irresponsible endorsements of some stars not only hurt consumers, but also add a lot of "trust crisis" to the marketing means of star endorsements

    In the marketing of coating enterprises, star endorsement can only be regarded as one of the ways

    If this way of star endorsement is used properly, the enterprises will be affected by the influence of stars and the exposure rate, which will bring a win-win outcome of product sales and brand building

    Of course, this requires enterprises to choose stars that are consistent with the brand image for product endorsement, but also pay attention to the popularity of the stars themselves and audience groups, as well as the audience's public praise and other issues, so as not to spend unjust money but "hurt" the hearts of consumers

    In particular, under the star endorsement packaging, product quality is the ultimate "King way" for success

    Finally, I wish more and more excellent domestic paint brands recognized by consumers and compete with foreign paint brands in the market

    It is the ultimate goal of a coating enterprise to make a lasting profit by taking advantage of the "current hot spot", but how can you stand in the competitive coating market? In addition to its own advantages and ability to understand the coating market, it is also an important means to win the market by taking advantage of the current hot spot

    We should choose the coating according to local conditions, such as the room with large flow of people should choose the coating with pollution resistance, aging resistance and good color retention, such as the Laiwei coating with strong pollution resistance and good color retention and the Nart interior wall coating is particularly suitable for the use of living room walls; according to the climate characteristics, the South should choose the coating with moisture-proof and mildew resistance; the North should choose the coating with low temperature resistance and good construction performance

    Discuss with you how to develop paint brand

    During the 12th Five Year Plan period, many industries in China will enter a new period of strategic development

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