Marketing: why the year-end pressure of the paint industry

Core tip: at the end of the year, many coating enterprises and coating marketing personnel have to press the goods again in order to complete the task! The so-called "pressing the goods" is to press out the goods far beyond the normal sales volume in the market and channels at all levels, especially the first-class commercial channels at the end of the year or in special periods, that is, pressing the goods or blocking the goods This is often helpless sales behavior, is the lowest level of marketing activities Then, should we press goods to the market and channel? How much? How to press goods? This requires theoretical guidance and skillful operation skills of marketing, otherwise it may be to lift a stone and smash yourself 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 Coating home news: at the end of the year, many coating enterprises and coating marketing personnel have to press goods again in order to complete their tasks! The so-called pressing goods is also called pressing warehouse, which is to press out the goods that far exceed the normal sales volume of their inventory to the market and channels at all levels, especially the primary commercial channels, that is, pressing warehouse or blocking goods, etc This is often helpless sales behavior, is the lowest level of marketing activities Then, should we press goods to the market and channel? How many goods to press? How to press goods? This requires theoretical guidance and skilled operation skills of marketing, otherwise it may be to lift a stone and hit your own feet The reporter of coating industry thinks that: pressing goods is innocent and excessive This is not that the author agrees to press goods to the market in order to complete the task, because pressing goods is not really to achieve consumer purchase, but not to press goods may not be able to maintain the market well This problem is far from so simple The author summarizes the pressing goods market through sorting out some views of other industries or this industry Market marketing! First, why should we press goods to the market and channels? To say "no crime" is to say why we should press goods to the market and channels Because sometimes it's really helpful for sales, and sometimes it's necessary Generally speaking, there are only a few kinds of behaviors to suppress goods to the market and channels 1 Enterprise policy pressure goods When an enterprise fails to fulfill its annual sales task, at the end of the year, the sales director, marketing director, or even the CEO of the enterprise will order each market to suppress goods to agents and distributors This problem is a prisoner's dilemma If the enterprise fails to fulfill its business objectives set by the board of directors, suppress goods We know that the next year's meeting will have a negative impact, but we have to do it How to solve this problem? The main way is to persuade the board of directors not to set the goal unreachable with sufficient data: you can set a reasonable and achievable marketing goal with the total population, local per capita income, per capita paint consumption, local paint annual sales, annual growth rate, and then use mobile average and other methods instead of the board of directors and leaders Beat your head to set sales targets 2 The first situation is that when the competition intensifies, the salesman does not work hard, and the method is wrong, he cannot complete the task, he has to press the goods to the market In the second case, for the sake of the company's high bonus and commission, and for the next year, it is no longer done in this market, or no longer done by this enterprise, it is irresponsible to overpressure the market for sales In the third case, some market tasks are set too high Even if the efforts and methods are correct, the tasks will not be completed and the market will have to be pressured This kind of pressure can also be regarded as: the category of innocence 3 A healthy squeeze on competitors The so-called "not guilty of pressing goods" means that in today's paint market, competition is extremely fierce, product homogenization has reached the point where there is no more, and there are constantly imitators, in fact, everyone is producing and selling the same thing, while the funds of dealers or agents are limited, and their warehouse space and distribution vehicles are also limited, so you do not press goods, and competitors are still the same Can press goods, so benign press goods really is "press goods not guilty" 4 The necessary act of pressing goods when competitors have new products of the same kind and start to develop the same market as you and occupy the same channel as you, let your products fill the warehouse and occupy the warehouse of dealers, he just wants to purchase goods and cannot enter, which is the need of competition and the necessary act of pressing goods 5 Before large-scale advertising of new products When you invest a lot in a market, especially before the large-scale advertising campaigns and promotions, such as before the big holidays, it's also appropriate to hold down the goods properly, because the enterprise's delivery and logistics transportation are often lagging behind, when you have no goods to sell and are in a hurry, I've seen some dealers ask for air transportation, so the loss will be great! 6 Pressing goods can force dealers to increase the marketing strength of your products When your products occupy a large number of dealers' warehouses, and you do not promise that they will return their products, dealers will increase the marketing strength in all aspects for fear of loss, which will also help your products expand sales Green products or new marketing strategy what kind of information will be the end of the year? Jade paint marketing peak season is coming, and coating enterprises need to prepare for war in advance How can jade paint enterprises do a good job in marketing, and the content is king? • the younger consumption of jade paint market is an inevitable trend Jade paint marketing: wechat marketing of jade paint enterprises is the most important one for consumers How do dealers think of this year's "double 11"? • the blue ocean campaign of coating e-commerce or the "opening" of coating agents should review why the products can't be sold out What are the new ways to play in the "double 11" home e-commerce decisive battle? • is the life of paint dealers forced to persist or to leave? • how to build a paint home for paint agents to develop distributors is to focus on the news and information of coatings, diatom mud, paint coatings, coating process, fire retardant coatings and coatings, diatom mud, paint coatings, coating process, decoration knowledge and decoration effect map of fire retardant coatings,