Paint brands should return to the source: improve quality and enhance services.

As we all know, clothes are used for clothing, food is used to eat, houses are used to live, cars are used for walking or transportation, and
paint
used for what? Decoration! Since it can be decorated, it has no right value. So what is the value of the coating?
some say it's the price of a product, some say it's technology. And China Paint News Tan Libing believes that this is not a matter, price and technology is by no means the source of the real value of paint products.
price war is a problem that all enterprises can't get rid of in the market competition, but it is extremely unfavorable to the development of the paint industry and even the whole home industry. A healthy and orderly development of the
coating enterprise
must be deeply understood that the price war is always the initial, the most original competition, the real decision of the market is not the price, but the quality of products and services.
the proliferation of value marketing, so that manufacturers and sellers, buyers all three seem to ignore the most basic function of the paint, the pursuit of the concept of "hypothetical", is often self-limiting, for example, the paint now many selling negative ions, nano, zero formaldehyde, VOC and other so-called advanced technology, the concept of advanced, no longer promote the real value - product use effect, life, performance, such as friction, cover, delicate, etc. Losing basic assurances, even misleading publicity, or high-end technology without quality, can give the industry and the business itself an unbreakable bond, and draw more and more like sponges. This is one of the important reasons why many paint companies today find marketing difficult.
imagine how companies would react when prices continued to fall in the market. Inevitably, some companies will choose to reduce costs while lowering the price of their products, and hope to reduce market share by reducing prices to compensate for the loss of price cuts.
of course, there are some enterprises in another way, through technological innovation, quality adhere to the target market segment. When a product or service meets the unique needs of the customer, the customer is willing to pay the appropriate premium for it. Innovation value-added protects the price of a product more appropriately than a direct price war, and can also gain higher customer approval.
However, although the price war in the paint market has never stopped, but with the continuous improvement of people's living standards, the attractiveness of prices to consumers is gradually weakening, Chinese consumers are not as expected as price-driven, as rational consumption becomes more and more popular, the main factor sending back the product itself is the quality and service.
in fact, in the fierce competition,
paint brand
in order to obtain a larger space for development, transformation and upgrading is a problem that every manager must face. Paint brand if not pay attention to the quality of products, improve its service "soft power", want to establish a foothold in the market, this is absolutely a "difficult to produce". Therefore, the return to the basic product level, quality is sail, service is oars, sails and oars dependent existence, will promote the entire paint brand of "big ship" to the distance.
so, we have to return to the source of the most products, return to the original product value and function, and strive to make articles on product value, such as in product quality to find focus, in the service concept of innovation, to the vast number of consumers a real "confession."
for paint, not only on the wall on it, it is important to paint on the wall will give consumers what kind of visual enjoyment, what kind of health assurance, and pay for the purchase of the mood is happy. But these values must have such product conditions can, is absolutely absolutely not fictitious!
first of all, in terms of the quality of the product. Product quality is the hard strength of a paint brand, and the added value of the coating is its soft power. This value depends on the brand effect, customer's purchase experience and psychological satisfaction, dealer service chain ability and other factors, but quality is always the premise of value.
this is especially important for coating companies with mature brands. Because of the well-established market network or strategic layout, the customer base is solid, and has a reputation, to maintain the existing sales volume is relatively easy, but to further improve sales, is not enough. A large number of customers, will certainly appear more concentrated problems, such as quality, color, logistics, construction guidance, how to solve such problems, do not accumulate in the terminal disease, sales model of scientific establishment to meet the form needs at this time! Specifically, whether to take the road, or another way, is the turning point of the enterprise: cheng, then continue to expand;
second, in terms of services. Whether or not there are promotional activities, consumers enjoy a full range of services, including pre-sales consulting services, to provide professional product consulting; Paint dealers for the consumer's service protection in place, the consumer's word of mouth is relatively good, which will also greatly improve product sales and brand reputation.
in the application of coating products, due to the design of buildings, consumer personalized needs and consumers on the maintenance and daily maintenance of paint products do not understand, will produce a lot of service problems. This determines that the service enterprise must be tailored to each customer's unique needs, targeted service.
compared with product quality, service is for product upgrading, service quality is not quantifiable, which is the service product sidonted from the product's biggest characteristic. Since service is a process of continuous improvement, it is essential for consumers to fully appreciate and identify with the brand's services. Therefore, to improve the quality of service has become a coating enterprise's urgent task.
China Paint News Tan Libing believes that paint enterprises need a good attitude to do services, can not just shout empty slogans do not pay practical action. Paint enterprises should use the various elements in the brand marketing process, as far as possible to institutionalize the service, standardization, so that consumers perceive the existence of services, rational consumption, so as to lengther and improve the process of enjoying brand services.
good coating enterprises, in good quality at the same time, will be upgraded in the service, in the development of upgrades, in the upgrade of the development of the development of the enterprise, and bad Tu enterprises, will inevitably be eliminated by customers.
in short, paint enterprises to really play a good "golden brand", not only to do a good job of product quality, but also to sell good service, not in the emphasis on only good quality, nor only to improve services, the two are indispensable, products and services as a business paint brand of the two elements, can not be missing one of them, just like fish can not be separated from water. Paint enterprises should do not "play tai chi" "slip", but the need for real intentions. Only in this way can the product win the approval of consumers.