Marketing: the terminal of coating industry

Core tip: Zhongqing home building materials square, Dazhou, Sichuan Province, a 327 square meter store is quietly waiting for its owner According to the plan, it will become the "first shop in southwest" of the classic paint brand of zhanchen paint Group Co., Ltd in four months On November 22, Xiao Zhijun, general manager of marketing center of zhanchen paint Group Co., Ltd., a Weibo certified user, disclosed the above information in his Weibo However, for the practice of establishing a large terminal flagship store (covering an area of more than 200 ㎡, hereinafter referred to as the store), Xiao Zhijun Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint Home News: Sichuan Dazhou Zhongqing home building materials Plaza, an area of 327 square meters store is quietly waiting for its owner According to the plan, it will become the "first shop in southwest" of the classic paint brand of zhanchen paint Group Co., Ltd in four months On November 22, Xiao Zhijun, general manager of marketing center of zhanchen paint Group Co., Ltd., a Weibo certified user, disclosed the above information in his Weibo However, Xiao Zhijun was worried about the practice of establishing a large terminal flagship store (covering an area of more than 200 ㎡, hereinafter referred to as a big store), "I am still cautious about encouraging large stores at this stage." But the trend of big stores seems to have been unstoppable, and even some people in the industry say that now the discussion of the model of big stores has fallen behind, "big stores already exist." In 2010, Jialishi paint business department (hereinafter referred to as Jialishi paint) of Guangdong meitushi building materials Co., Ltd began to explore large stores, such as "paint Shangpin Museum" in Xinhua Street, covering an area of 260 square meters in Taiyuan Subsequently, coating enterprises including cabaret Chemical Group Co., Ltd (hereinafter referred to as cabaret) and Guangdong bards Chemical Co., Ltd (hereinafter referred to as bards) followed up in succession, and big stores began to blossom in the building materials market in mainland China This year, libon paint has built more than 50 flagship stores in China, which are not lack of big stores This move further pricked the "big store nerve" of other coating enterprises, or will further promote the pace of building big stores of coating enterprises Some people in the industry said: "with the" pursuit of catfish ", other fish will be more active and healthy." However, there are still many problems to be solved around the establishment and operation of large stores These problems include the investment and effect of capital, the function and necessity of big stores, the management and coordination of manufacturers around big stores, etc Xiao Zhijun's caution is not unreasonable when the upsurge of big stores is coming The first part: when does the "big store complex" of big store hot coating enterprises start to sprout? It's hard to study Yu Daqing, general manager of Zhicheng lacquer industry in Zhejiang Province, said in an interview that there were already big stores in Zhejiang Province, but he did not specify the specific time when they appeared Dai Mingfei, manager of Hebei region of bards, thinks that the mode of Dadian originated from Libang and Dulux, and Cr paint was the first to follow up Yu Daqing told reporters that there are two kinds of big stores: one is a big store that gradually grows with the accumulation of business and the increase of strength; the other is a big store that is planned to be a big store at the beginning According to his classification, it is an indisputable fact that the big shops in the paint industry are changing from the former to the latter The watershed for this shift is in 2010 According to the information provided by the enterprise and available on the Internet, sankeshu paint Co., Ltd established a 450 square meter franchise store in Ningde, Fujian Province in February of that year; nine months later, carlis opened the first "lacquer Shangpin Museum" in Taiyuan, covering an area of 260 square meters This seems to trigger a round of "big store competition" for coating enterprises The head of carlis told reporters that it has opened 150 "lacquer Shangpin Pavilions" across the country, including 10 with an area of more than 200 square meters Subsequently, in early 2011, Carpoly launched its first zero carbon pavilion store, the Jiangmen zero carbon Pavilion Up to now, according to the data provided by cabaret, there are 39 zero carbon pavilions (some of them are big ones), the largest one is located in Hezhou, Guangxi, covering an area of 400 square meters, and more than 10 zero carbon pavilions are under construction In addition, bards and its huawang paint, as well as China Resources paint, Mickey paint, classic paint and many other brands also have a certain number of terminal stores In 2011, the mode of big store ushered in a small climax The follow-up of foreign paint enterprises has further stimulated the store complex of the whole industry First of all, from the beginning of 2011, we have successively built large flagship exhibition halls in Shanghai, Changsha, Chengdu, Suzhou and other places, and announced to enter the paint market in mainland China in the form of such stores Yang Bin, agent of Hong Kong Royal Chemical Industry Co., Ltd in Xiangtan, Hunan Province, visited the Gaoqiao building materials market in Changsha He told reporters that he saw many big stores there, "especially the foreign enterprise that bought China Resources, it's very big." Wang Peng, who is certified as "manager of Dongfang Yuhong Waterproof civil building materials Shanghai region", once commented on two stores of wishbo in Shanghai: "the atmosphere of wishbo, the giant store in kelasung, Yishan Road, the second floor experience store in Jinsha River Domineering.. " But in front of Nippon Paint, the scale of the aforesaid enterprises to build large stores is slightly smaller Starting from March 2012, Nippon Paint took the opportunity of its 20th anniversary in China to refresh its flagship stores in the national market layout Whether it's the number and density of big stores or the area of single store, its strength can be described as "Crazy" - it's only 9 months so far, according to the introduction of the official website of libon paint, it has established 57 flagship stores, most of which are big stores; In particular, Yulong flagship store in Zhengzhou, covering an area of an amazing 738 square meters, is known as "the first store in Asia" Under the impact of the emerging stores, more coating enterprises are planning to join the store competition Ye Jinling, president secretary of Jiangmen Qiaoben Chemical Industry Co., Ltd and Xiao Hui, manager of Kunshan cherry Paint Technology Co., Ltd (hereinafter referred to as cherry paint) Hunan Office, both said in an interview that their enterprises have plans to open flagship stores (stores), and even cherry paint has started to build "the first full experience image store in the industry" "We advocate to open large stores in representative areas, and realize the operation and operation of large stores." Ye Jinling said And Yu Daqing also thinks, "for example, our company is actually very suitable for direct sales of large stores." Not only enterprises, including dealers, are also eager to try big stores Yang Bin told reporters that he was working out a two-year plan to develop 40 distributors in Xiangtan in two years At that time, he could "open a large-scale building materials supermarket by means of the participation of distributors." According to the information disclosed by Xiao Zhijun, the aforementioned classic paint "the first shop in Southwest China" can also be judged to be dominated by its general agent in Dazhou "If we can open large stores in the main business district of the city, and make joint efforts in store management, customer service, e-commerce and so on, there is no lack of large stores that is a development direction of the industry." Yu Daqing said Yin Xianhan, the distributor of the company's brand, ouwang paint Changde, affirmed: "as for the big stores, I think it is imperative." Part 2: ideal and realistic attitude towards the trend of big stores, some are optimistic, some are cautious Xiao Zhijun further explained his worries about big stores in his interaction with Weibo netizens: "there is some confusion in the paint industry now (classic paint) to provide more targeted support for dealers, we must save and make profits, and then support development We do not only make money "When the dealers have the will, confidence, evaluation and planning, such as Dazhou and Zhuzhou to open a comprehensive flagship store, which has the functions of sales, advertising, investment promotion and experience, to create a model and radiate the surrounding areas, the regional marketing department and center will give strong policy support and support (but) the company should first ensure the profit and growth of dealers, and do not encourage the blind opening of large stores without market analysis " In fact, most people in the industry know that the big store model is not suitable for blind and hasty promotion and spreading "To build a big store, we need to consider the operating cost, which is the test of the comprehensive strength of the enterprise If the enterprise is not strong enough, without sales as support, it will only be a flash in the pan in the end Why do you embarrass yourself? "Said a person in the industry He said that the operation cost, not only includes the store rent, decoration, the first purchase and other initial start-up funds, but also must take into account the continuous investment of the later management Just the initial start-up fund has been a considerable investment Yang Bin roughly calculated an account: for example, for a 200 square meter store, 150000 yuan is invested in light decoration, 200000 yuan is rent, 300000 yuan is inventory, that is 650000 yuan Moreover, this is only a conservative estimate, and some expenditures that are not obvious can not be ignored, such as the cost of purchasing guide personnel "The store has some requirements for the basic quality and the number of personnel of the store's shopping guide." Yin Xianhan pointed out In this way, the cost of capital needed to open a large store is not the sole support of the dealers, which will inevitably need the support of the enterprise; and the enterprise must consider the necessity of opening a large store, so it is necessary to understand the functions of the large store "Enterprises need to do a lot of preparatory work to open large stores, such as the customer population, preferences, throughput, publicity, recruitment and so on These surveys must be quantified with data to get a more accurate analysis." Ye Jinling said "A real store should have multiple functions." Dai Mingfei said that if an enterprise wants to be a big store, it should first establish its own big store, and the big store should have exclusive products: "there are unique resources, green channels, a series of support systems, a shopping guide training and evaluation system, a unified price supervision system, a after-sales service system, an oilwood file score system, a decoration company cooperation dividend system, etc And so on, of course, the enterprise should also develop a special promotion system for large stores " However, the reality is not ideal More enterprises value the image publicity function of big stores, or hope to promote sales through big stores, while other functions are generally not perfect Yin Xianhan's view is universal among dealers, he said: "opening a large store is positive for sales help, from the company's size, strength and brand image is a good embodiment, can strengthen consumer confidence." Another industry person said that at least one point can