Paint marketing: the community to get the world.

China Paint network
: Mao Zedong era put forward the slogan of "people more powerful", in the Internet group buying boom period has once again been fully verified. Now, the group purchase model has been "dead", the market effect of 1 plus 2 urgently need to find a new release. Just as people used to be considered the most important asset, today's society sees people as a business model and even as the commanding heights of corporate survival in the Internet age.
, let's put aside the increasingly severe environment of
coatings
market, not to say that the current market in a sense reflects the closeness of enterprises and "people". The difference of competition is related to the market share and sales of the enterprise, but it is related to the back of the "person" heart. The "people" here include direct consumers with real needs, potential consumers with a wait-and-see attitude, and "tourists" who click on them. And the only community that really helps businesses is the one behind the brand.
is the community? And look at the six-degree separation theory, the theory that all the people in the world do not know each other to establish private traffic intermediaries up to six. The idea is that scientific and technological progress accelerates the node connection of interpersonal network, weak relationship and strong relationship weaving will let any node in contact and contact. From the perspective of Tu Enterprise, the brand has established contact with consumers since its inception. Li Shanyou, a well-known Chinese entrepreneur, calls this connection "community potential energy" and thinks that community potential energy is the connection coefficient of product quality. When the technology matures to ensure that product quality tends to be stable and unified, the competition ratio of coating enterprises is the connection coefficient, that is, the user's repeated purchase rate, recommendation rate and other variable indicators.
simply understand that the community is a bunch of "iron powder". In the post-consumer era, that is, experience-based consumption is not cold, participatory consumption early arrival stage, a hammer sale of enterprise thinking has long been "hell" went, interactive community thinking is the Internet enterprises left the traditional enterprise transformation of the only few ideas. Any "light-hearted" is likely to be interpreted as brand-style by the core asset,"iron powder.
, what kind of enlightenment can the playing community bring to tu enterprise marketing occupation market? The author integrates the successful marketing experience of many Internet enterprises and the professional point of view of authoritative websites, and integrates the following two points:
First, reverse brand management strategy: from cultivating the brand loyalty of Tu enterprises, to the reputation and popularity of extension. The logic of the industrial age is to have visibility first, reputation, and loyalty, so do advertising. Today is exactly the opposite, first loyalty, second reputation, then visibility. Starting with a small number of "brain residue powders", "brain residue powder" is an extremely important phenomenon community, he supports your product design, supports your branding, supports your channel marketing.
second, forging brand differentiation, to create differentiated competition. When the author interviewed a dealer, he was deeply
the
homogenization of his paint and paint products. Product homogenization has seriously disrupted the orderly development of the current coating market.