Marketing: quality and communication: the way for coatings enterprises to keep growing

Core tip: as one of the industries most closely related to people's life, coating industry has become a veritable industry of low attention, although coating products are closely related to us, due to the deep influence of factors such as low access threshold and insignificant product differentiation Only when consumers have urgent needs to buy, will they start to pay attention to the brand and quality of coatings From the perspective of this consumption mode, the paint industry actually has too many similarities with the furniture and automobile industry, even the product life cycle is very similar But different from furniture and automobile industry, coating enterprises are too short of normal communication with consumers 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 It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Home of coatings news: as one of the industries most closely related to people's life, coating industry has become a real industry of low attention, although coating products are closely related to us, due to the deep influence of factors such as low access threshold and not obvious product differentiation Only when consumers have urgent needs to buy, will they start to pay attention to the brand and quality of coatings From the perspective of this consumption mode, the paint industry actually has too many similarities with the furniture and automobile industry, even the product life cycle is very similar But different from the furniture and automobile industry, the coating enterprises are too short of normal communication with consumers, and there is almost no space for brand personality, brand culture and product attributes in the minds of consumers It has become the consensus of the whole industry for coating enterprises to strengthen brand construction, and some of the first growing coating enterprises have made positive steps in brand construction In order to strengthen the communication and interaction with consumers, sankeshu, through a wide range of national research, has a deep insight into the psychology and social mentality of consumers, and uses the slogan "three trees live at once" to highlight the environmental protection performance of the products At the same time, in view of Jiang Wenli's kind and healthy image is very consistent with the brand culture of Maxus, through efforts to sign the brand spokesperson of Jiang Wenli, the brand construction of paint enterprises has started a precedent In 2012, with the popularity of Jiang Wenli's happiness drama, the company appropriately launched "happiness agency" Started the happiness relay of "beautiful combination", redefined the brand proposition with "happiness", advocated and called on the public to pay attention to and pursue the lost "happiness" Coincidentally, the cognition of "happiness" became the promotion theme and social focus of CCTV in the second half of the year But does the widely recognized brand proposition and star endorsement mean the necessity and ultimate steps of brand building? In order to sort out this problem, we must study the purchase psychology of consumers, and then communicate and transfer from the point of consumers' purchase interests Why consumption? Quality is the king, price driven, function required Price, brand, quality, function, style, origin, service, shopping environment Among many factors, which one will arouse the consumers and ultimately transform their consuming psychology into real purchasing behavior? According to the survey, 75.9% of the respondents are most concerned about quality As the most direct link between income and consumption, price seems to have full and strong driving force for purchasing behavior, which is supported by 70% of the respondents There is a view that "good products can speak by themselves", and even if the products are really "able to speak", they also need to find a talent line that "understands you" Therefore, 41.6% of the people say "function needs", and their purchase behavior will be greatly affected by function factors Although the brand factor is only ranked fourth by the public, it is the primary factor that affects the purchase behavior of consumption researchers The most important thing for Chinese people to buy is the beauty and low price of heavy goods "Chinese people are very sensitive to price, and behind the price is quality, so these two items will be in the front But as an ordinary consumer, if you want to buy a children's room decoration paint, you are not an expert, how do you know its quality? Therefore, the cognition of quality is ultimately attributed to brand communication Consumers are convinced that "the attention and guarantee of big brands to quality are more trustworthy than other brands" Brand is the cognition of consumers' psychology The more mature consumers are, the more they value brand, because they understand the market Therefore, the author of Huicong believes that "the brand we mentioned is actually not a simple concept of recognition, but rather represents the support of quality, reliability and guarantee From another point of view, brand monopolizes consumers' cognition and choice, and the public has high expectations for brand Therefore, a big brand must fulfill certain social responsibility and maintain a good image to communicate with the public Therefore, for the brand building of coating industry, we must pay attention to two points: quality and communication Quality is the foundation and the foundation of life, while effective communication with consumers is the link of emotional ties between brands and consumers, and the communication carrier of brand personality, culture and product attributes Both are indispensable and promote each other Paint industry personality marketing Three Musketeers! 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