Marketing: what is the end of the year coating industry channel pressure

The core tip: "the essence of enterprises' pressure on goods is to pass on the risk and improve the work efficiency of enterprises; while the essence of dealers' acceptance of pressure on goods is to make their own money." November 7, the beginning of winter For paint dealers, winter is the season of pressing goods "Today, I went to the warehouse of the company to have a look I was shocked at that time The warehouse of the paint manufacturer does not have such a large warehouse, nor does it have so much inventory..." Su Qun, manager of the application center of a paint Trade Company in Harbin, is in 10 Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Home of coatings news: "the essence of enterprise pressure goods is to pass on the risk and improve the work efficiency of the enterprise; and the essence of dealers accepting pressure goods is to make their own money." November 7, the beginning of winter For paint dealers, winter is the season of pressing goods "Today, I went to the warehouse of the company to have a look I was shocked at that time The warehouse of the paint manufacturer does not have such a large warehouse, nor does it have so much inventory..." Su Qun, manager of the application center of a paint trading company in Harbin, posted such a micro blog on October 22, which attracted the attention of some people in the industry "It's the result of some manufacturers' compulsion to suppress goods and not to assist in sales," he later explained in response to other people's questions The experience of the paint trading company is not unique According to the reporter's interview, pressing goods has become one of the "potential rules" of the industry (including coating industry) that implements the channel sales mode For coating enterprises, this is a "must kill technology"; for dealers, this is a condition to be accepted So for coating companies and distributors, what does it mean to press goods? What are the advantages and disadvantages of pressing goods? How to balance the advantages and disadvantages? At the end of October, Li Dong, manager of marketing department of a foreign-funded coating enterprise, commented on the growth data released by another domestic private coating enterprise (referred to as "enterprise a") on his microblog: "the data should only indicate that the pressure of goods to dealers has not been eliminated to the market." "Most of the major domestic brands are under pressure." This statement caused a small disturbance in the industry and triggered people make complaints about the pressure of channel A netizen who has worked in enterprise a, called "Momo tea and teddilian", responded that "the pressure on goods is very serious!"! I chatted with my former colleagues and learned about the competitive products in other regions by the way! " Netizen "coating observer" expresses, "under the market expectation now, can fool the dealer to press the goods is also able to bear!" And in a QQ group of coating industry people, "channel pressing goods" has become a hot topic Not all of them are like this There is no other good way Qin Zheng, who once worked in a paint company, said Now that he has left the paint industry, he said, "most industries are like this." Zhong Xiaojun's father is a paint technician He also worked in a paint enterprise for a period of time He is familiar with the "way of pressing goods" in the industry: "every dealer will have pressing goods there If there is a small company like me, there will not be too many pressing goods Big companies are different." According to his analysis, large companies set up several levels of distributors, in order to achieve a certain speed of delivery efficiency, "we will definitely increase production in the production plan"; and their surface is well spread, we will definitely press the goods at all levels of distributors "So to see whether the enterprise is under pressure or not, we only need to see the efficiency of the following distributors when they ship in large quantities." In addition to what Li Dong said, "the basic domestic brands are heavily loaded with goods", foreign-funded enterprises have not been able to escape the "rules" of the industry "For example, lipangqi and Dulux are the most serious ones." According to an industry source His statement was approved by Zhong Xiaojun: "you can ask the second and third level dealers of Libang and duluxi to see how fast they can deliver goods." In exchange for beautiful data? Why do coating enterprises need to press goods? 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