Marketing: the secret of market development: the research model of regional Coatings Market

Core tip: there are many visiting enterprises Every few days, I always hear friends in the industry say that I'm going to develop a market or I'm going to launch a new product in this period Because I like to have a thorough personality, I always like to ask when I hear such news What's the market situation there? Most of the answers given are guessed answers, without any data support This may be the mode adopted by most of our coatings industry, leading a set of policies or entering a certain market But in the actual marketing activities, we have to face one Paint agent, top 10 Chinese wall paint brands Recommended introduction: interior wall paint and exterior wall paint can achieve beautiful, clean and pleasant effects, but the effects in different environments are different, so the color of the paint will be different There are ten brands of Chinese paint, ten brands of global paint, ten brands of Chinese wall paint, and ten brands of Chinese paint, Famous trademark of Chinese paint and coating In private rooms, most of us choose according to our own personality, personal hobbies and living habits The younger generation will choose the interior wall paint with rich colors and bright colors, while the older ones will have some working experience Home of coatings news: there are many visiting enterprises Every few days, I always hear friends in the industry say that I am going to develop XXX market in this period of time, or I am going to launch XXX product in this period of time Because I like to ask about the bottom-up personality, I always like to ask about this kind of news What is the market situation there? Most of the answers given are guessed answers, without any data support This may be the mode adopted by most of our coatings industry, leading a set of policies or entering a certain market But in the actual marketing activities, we have to face different regional markets one after another Because of the interaction of its constituent elements, regional markets have formed market characteristics with similarities and differences, so their market characteristics have different performances The different performance of the market is mainly reflected in the regional span, market scale, market characteristics and consumption characteristics! To successfully develop a regional market, the first condition is to have a deep understanding and analysis of the characteristics of the regional market This is what we often call market research, which is the so-called "no investigation, no right to speak" In the actual marketing process, the regional market research mainly focuses on the common characteristics of the market, the situation of the enterprise and the situation of competitors The so-called market commonality refers to the basic situation of the market, which does not take the different brands or the individual's will as the transfer The general situation of the market mainly includes the following four aspects 1 The size of population, purchasing power and purchasing desire market mainly depends on three factors: population, purchasing power and purchasing desire Population is a relatively fixed number, which can be called invariants Purchasing power and purchasing desire are in the changing process, which can be called variables There are many factors that affect these two variables One of the main factors is the local economic development level (GDP), per capita income of consumers (GDP per capita), per capita disposable income The reason is very simple In economically developed regions, consumers have a high level of income, high disposable income, and natural purchasing power and purchasing desire are relatively stronger than those in economically underdeveloped regions Of course, different products correspond to different target consumers We should also make a more detailed analysis of the population, purchasing power and purchasing desire of the target consumers 2 The biggest feature of Chinese market in lifestyle and consumption habits is the large population and unbalanced regional development There is a huge gap between regions in terms of economic development level and lifestyle There is an image saying to describe China's eating habits: "sweet in the south, salty in the north, sour in the East and spicy in the west" Therefore, it is very important to have a thorough understanding of the lifestyle and consumption habits of local consumers This determines how the enterprise chooses the main products, the attributes of the products (such as mould proof or scratch proof, etc.), the packaging form, how to determine the mainstream price, etc For example, it is relatively easy to sell mildew resistant coating products in the South than in the north 3 Market scope the population constitutes a macro market scope, we also need to define the micro market scope according to the geographical location The common practice is to further subdivide the market according to the division method of administrative regions, and make clear how many cities, counties, townships, etc are in the regional market This determines the channel layout planning and personnel structure setting of the regional market 4 Market resources here mainly refer to channel resources Market research should first have an accurate understanding of regional market resources from a macro perspective In the actual marketing process, we need to master the following resources: (1) how many dealers are engaged in the distribution of similar products in the market? Who are the top 5 distributors in the market? Establish "regional market dealer resource registration form" (omitted) (2) What are the Ka systems in the regional market and what are the number of stores in each system? How about the distribution of stores? What is the weight of Ka channel? (the degree of development of Ka system, for example, Ka channel right of first tier cities is far more important than that of ordinary counties) How many building materials wholesale markets are there in the regional market? What is the radiation range of building materials wholesale market? (4) How many terminal stores are there? (5) How many resources are there in special channels (e.g special counters that can sell coatings)? The research on the market situation of enterprises is mainly carried out from five aspects: products, prices, channels, promotion methods and teams 1 Product (1) product structure is the company's product single or relatively rich? Is it high, medium and low-grade all covered or only concentrated in a certain level? Is the specification of the same product single or rich? Is the taste of the same product single or rich? (2) Product life cycle when does a company's product enter the market? Which stage of the life cycle are different products in? What is the structural proportion of new and old products? What is the sales proportion of new and old products? Which is the star item? What's the sales proportion of star products? 2 Channel (1) dealer layout (coverage) what is the strength of existing paint dealers (agent brand, people, finance, materials, network, etc.)? What is the enthusiasm of cooperation? What is the change of historical sales volume? What is the weight of our products? What is the development plan of dealers? (2) What systems have Ka channel control been combined with? How to cooperate? What bar codes have been imported (directly or through distributors)? How about the display? How often is the promotion schedule arranged? What are the common promotion methods? How strong is the promotion? What is the customer relationship in the store? (3) Wholesale market control is the wholesale market fully covered or concentrated in a few "big" in the sales? How to control the price system of wholesale market? Will wholesale market become the origin of "fleeing goods"? (4) How about the market and goods distribution rate of the terminal? How about the visit rate? How is the relationship between customers? What is the service level? 3 How to set the price system of price products? Is the price range of product structure reasonable? What is the gross margin space of the dealer? What is the profit margin of distribution channels? What is the profit margin level of the terminal? What is the overall price control level? Is it serious to sell or cross sell goods at a low price in the market? 4 Promotion method (promotion) does the company have wireless promotion activities? Is offline promotion dominated by channel promotion or terminal promotion? What are the main forms of channel promotion? How acceptable are channel members? How about the arrival rate of channel promotion? How about the investment? What is the input-output ratio? What are the main forms of terminal promotion? What is the feedback effect? How about the investment? What is the input-output ratio? 5 How many people are there in the team market? How to set personnel structure? Are the responsibilities of the team clear? How passionate is the team? What is the overall work level of the team? The investigation and analysis of competitors are also carried out according to the five aspects of products, channels, prices, promotion methods (promotions) and teams It may be more difficult to investigate many details of competitors, but as long as you carefully visit, inquire and observe, you can still fully understand the competitors Market research is a systematic project The author of Huicong made a simple research model case for the light research problems in the industry, mainly analyzing the overall framework model of market research In the actual marketing process, we should also refine it as much as possible according to the actual situation The more thorough and in-depth market research is, the more likely it is to successfully explore the market! Hope that in the future, we will continue to write more practical articles! 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Despite the scandal, Shi Yongxin is an excellent product manager Comment on the network marketing and promotion of coating home in the film industry, which focuses on coating, diatom mud, paint coating, coating process, news and coating of fireproof coating, diatom mud, paint coating, coating process, decoration knowledge and decoration effect map of fireproof coating,