Paint enterprises: online and offline integration is fundamental.

China Paint Network
News: In recent years, with the development of the Internet and mobile Internet, e-commerce has been rapid development, the lines have joined the e-commerce army, hoping to tighten the traditional market, the real market competition in the situation of white heat with the help of e-commerce to break through the sales dilemma.
coatings
as one of the traditional industries, also in its column.
with the rise of e-commerce, many industries have been greatly affected by the retail industry, retailers have been squeezed again and again, the overall market pattern has changed. In the face of the explosion of e-commerce development, some people have speculated that the number of brick-and-mortar stores will gradually disappear. However, for the paint industry, some people said that coating e-commerce can not completely replace the status of traditional stores, because physical stores have been
coating enterprises
business core, in marketing has played an irreplaceable role. And the relevant facts also prove that some paint brick-and-mortar stores not only did not appear to decline, but showed an upward trend year by year.
This year by China's new economic normal and national policies, paint downturn, most paint vendors change the past method, have chosen conservative management, in many ways to cut spending to tide over the market difficulties;
And when asked why they would choose to invest heavily in the establishment of the experience museum, the relevant business leaders said that a large amount of investment in the establishment of the experience museum, one is to build the company's paint brand image, show the strength of the company, strengthen the confidence of partners; Of course, the reason why the paint enterprises set up the experience museum, in addition to the above several advantages, the author believes that the main reason is that
painting
coating has special characteristics, resulting in its limitations on e-commerce.
Paint relative to other products, in daily life is not often contacted and used, generally in people decorate the house will be exposed, because people lack of understanding and understanding of paint, and the information on the Internet is uneven, if only through the online picture display, consumers simply can not have a precise grasp of the volume of the product, texture, etc. , also can not get enough online consumption experience, so people in the purchase of paint is simply not possible.
paint products have a large volume, transportation difficulties, easy to damage the particularity, so that its return and exchange trouble and high cost. It is precisely because of logistics or network display problems and other inevitable factors, so that consumers in the process of purchase, once the goods have problems, the return will waste a lot of time and energy.
Finally, paint sales later related to coating and maintenance services, there is no way to provide a perfect service on the line, consumers can not be assured to buy, so compared with e-commerce, brick-and-mortar stores and experience museums have relative advantages.
of the above factors, is now many consumers do not choose the direct reason for online shopping, which makes the paint industry in the e-commerce road relatively bumpy. In this case, the offline experience store of the coating is particularly important. Because it provides consumers with a platform to experience the texture and coating effects of coatings in brick-and-mortar stores according to their own preferences, and so on, to finalize whether to buy.
believe that when people buy paint products, the most want to know is how effective it is, after all, you can see the effect of consumers can buy peace of mind. And the establishment of brick-and-mortar stores, especially experience halls, can bring people a brand-new consumer experience. In the experience hall, you can increase the customer's understanding of the performance and coating effect of the product, but also can experience the image of the paint store, service attitude and other products added value. And for people want to know the coating effect, experience museum guide will provide customers with professional and detailed product knowledge explanation, warm service and guidance, so that every customer into a paint shopping experts, in a pleasant shopping experience relaxed "up posture."
While the shopping experience at e-commerce is improving, paint companies and distributors must realize that brick-and-mortar stores do have an absolute advantage in terms of experance. As a result, online paint companies must move from online to offline like the real economy, layout their own physical stores online and offline, so that consumers can truly complete the consumer experience. And to really do marketing down the line, paint enterprises must accept the physical store shopping experience is not completed online this fact, in the process of going down the line to the consumer experience as the first measure, in the maximum extent to play the role of physical stores and experience pavilions.
, if the paint enterprises are only limited to the development model of stores or physical stores, it will be difficult to keep up with the pace of development of the times. Therefore, Tu enterprises must also recognize the general trend of the mobile Internet, complete their own layout on the mobile side, in the store can also provide services through mobile devices, open up mobile shopping channels, which will become the enterprise to enhance the user experience of personalized marketing means.
Today, in the paint enterprises and
coating brand
a wide variety of market space and the decline of the situation, paint
paint enterprises
how to e-commerce and brick-and-mortar stores closely linked to find an effective way to sell, has become the focus of the strategic deployment of coating enterprises.
in the development of e-commerce, compared to many industries, the coatings industry e-commerce is only just beginning, but its market sense of smell and exploration than other enterprises more active. As we all know, doing e-commerce is not a one-off thing, paint products as anti-consumer products, want to open up the road of e-commerce, paint enterprises need to understand the Internet, insight into every change in the Internet, from which to find opportunities. Global
Coatings Network
understand that at the same time coating enterprises need to solve the limitations of consumers can only understand the product through pictures, improve the after-sales problem of e-commerce shopping, to provide consumers with online shopping integrity protection and offline experience shop experience convenience.
in order to win the trust of consumers, improve the lack of online shopping, coating enterprises to combine online shopping offline experience model to e-commerce channels to open the way. Like some coating enterprises on-line development of e-commerce process, will be combined with the original offline storefront, open up a region as an offline experience area, the new offline experience services, so that consumers dispel doubts, rest assured that online shopping. This is for paint companies, not only to save the cost of opening another offline experience shop, but also to let consumers buy at ease, peace of mind.