Marketing: the paint industry is still dominated by direct marketing or mixed marketing
-
Last Update: 2020-04-03
-
Source: Internet
-
Author: User
Search more information of high quality chemicals, good prices and reliable suppliers, visit
www.echemi.com
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 meet the requirements of independent brand promotion of manufacturers In the future, it may 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 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 many advantages: first, it can effectively display the strength of the company and provide the brand image standard template; second, it can directly face the consumers, understand the characteristics of consumers' needs and provide the first-hand reference materials 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 Five key factors of selecting and managing dealers for coating enterprises: several key points of promotion in peak season for coating merchants; similar information; model of coating enterprises to be used for reference: Sam's club model; optimization of coating after-sales service; how to use Spring Festival holiday consumption for small and medium-sized coating enterprises; another hole for o2o or coating E-commerce Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,
This article is an English version of an article which is originally in the Chinese language on echemi.com and is provided for information purposes only.
This website makes no representation or warranty of any kind, either expressed or implied, as to the accuracy, completeness ownership or reliability of
the article or any translations thereof. If you have any concerns or complaints relating to the article, please send an email, providing a detailed
description of the concern or complaint, to
service@echemi.com. A staff member will contact you within 5 working days. Once verified, infringing content
will be removed immediately.