On the balance between the operation and sale of coating enterprises under the new normal.

China Coatings Network
: 2015 has passed half, according to the China Institute of Commerce and Industry data show that from January to June 2015, China's
coatings
production reached 778.74 million tons, an increase of 1.42% year-on-year. Under the new normal, China'
coating enterprises
face the requirements of industrial upgrading, environment-friendly requirements, traditional coating enterprises urgently need to improve performance, smooth through the transition period.
so the problem comes, long-term marketing and instant sales are important? Rational people know at a glance that this is a false proposition. But it is often asked, marketing case so good, can I double sales in six months? This question often leaves the author speechless.
in fact, we may as well ask from a different angle: marketing and sales, which is not important? Therefore, in the face of the camp and the sale of heavy false propositions, but also need to go through the details.
, sales are more likely to determine the fate of a business than marketing. The reason is very simple, the enterprise energy is directly given by the sales - without sales performance to support, the enterprise can not earn satisfactory profits.
However, in the author's view, sales performance can not but be attributed to marketing strategy, marketing is a raw and healthy learning, coating marketing strategy nourishing sales performance, in the Chinese market paint industry overcapacity, product homogenization today, marketing strategy is more indispensable.
2015, a de-haze god paint came out, under the call of Chai Jing Dome, product sales in the industry as a whole under the trend of decline in growth against the trend of surge. Product positioning, marketing strategy is indispensable.
problems, due to lack of capacity, poor foundation, not high enough intention, the way and method lack of novelty. The problem in sales is that the randomness is too strong, lack of strategic planning, quick success.
the author believes that marketing is a grasp of demand and industry changes, while sales is a grasp of demand and industry continuity of learning. If we grasp the change, grasp the continuity, in-depth and thorough analysis of consumer demand, with the Internet era big data analysis, to seek the creative point of marketing strategy, we can better achieve symbicability, camp and marketing, this is not a non-camp-to-sell proposition, but a proposition that should be developed together.
solution to the problem of the survival and sale of paint enterprises is one option, and the solution of development and marketing problems is another. If "the two are consistent in the long run", it is "sitting and talking". Whoever sees the unity of strategy and tactics will pay a heavy price, and whoever ignores the unity of the two will pay a heavy price. Is the balance between this a simple professional problem?
Of course, professional network marketing staff can say that the entire process is very clear, can be in a relatively short period of time to introduce a very professional marketing planning program, but if the professional out of the actual situation of the enterprise, the professional will evolve into a "systemic error." Good planning, must be based on professional, but good planning is essentially based on innovative thinking and unique ideas, these are the soul of good planning programs, professional is only a means. Therefore, a good marketing plan is bound to be the result of the interaction between Party A and Party B, and the final implementation of the program is also bound to reflect the interaction between the two sides of the good or bad.
addition, marketing planning is an entrepreneurial behavior, not a simple professional behavior.
to do a marketing plan, we must make an accurate estimate of the trend of the paint industry for at least 2-3 years, we must accurately understand the development goals of enterprises in the next 2-3 years. Marketing directly pulls the sales performance of enterprises, in the current stage of development, enterprises can waste money, but absolutely can not waste time, a concept is wrong, at least one year of loss of time, can let the enterprise into a disaster. Therefore, without the height of entrepreneurs, you can not really assume the responsibility of marketing planning, especially strategic planning.
to do marketing planning, great responsibility, professional knowledge is important, professionalism can not be ignored. If there is a lack of professionalism, then the profession can only put on a legitimate cloak for the fallacy.
marketing planning is an act of wisdom, not a technical professional behavior. When the professional as a tool to lead marketing planning, planning lost professionalism. Marketing planning, to keep an eye on space and potential. In the horizontal direction, look at the local market capacity and competitors, how to enter more, larger areas, how to import more business, how to expand better channels - they more support the growth of enterprise volume. In the vertical direction, how to expand and upgrade the channel, start to improve the quality of commercial management and sales of dealers. The development of space and development potential are two mutually supporting elements. There is no space for continuous expansion, the potential is greater, will also hollow out; As long as the enterprise loses the space for development, then the enterprise will soon find that the development potential is getting smaller and smaller. In the same way, if the enterprise loses its development potential, it will lose its way in the expansion of space.
the author believes that a good planning program is a professional product, but it is not only a professional product. Not based on the executive power of enterprises, and then excellent planning programs, are on paper. Only a professional planning, enterprises can not from technology to equipment, from quality to cost, from talent to management, quickly achieve a qualitative leap.
fact, only a feasible solution is a good one. Professionalism is general, and solutions are special. Dealing with particularity with common sense is like hitting a fly with a cannon.
, even grasping the particularity of customer needs, still can not guarantee the feasibility of planning the program. What do marketers really know about the business? Without addressing this issue, the programme is not targeted; What are the differences between the key points of planning during the industry generation, growth, maturity and transition period? Is positioning as a leader, follower, or challenger? Different orientations, different market positions, marketing planning is very different.