Plan ahead to see how other people's paint dealers open up the market!

China Paint Network
News: No do not want to "make a lot of money" business owners and distributors, however, in the
paint
industry, along with the new economic normal and the property market downturn and so on the chill has not been eliminated, there are paint consumption tax, environmental protection policies, sewage charges and so on. Between the changes in the situation, not only
passing enterprises
busy with transformation and upgrading, and strive to win more market share in a new round of industry reshuffle, and paint dealers are not idle, the heart of the "small abacisger" is nothing but to maximize their own interests, today's small editor to talk about paint dealers have any market development tricks.
Different paint dealer agent brand is different, target consumers, marketing ability and management capacity, resource adequacy, etc. have different, in addition to these external factors, the quality of the sales team is certainly very different, so paint dealers do not have a 10-size-all market development strategy can be relied upon. Although dealers want to carry out more business in their own area, so that the network connected into a omission, misplaced, reasonable layout of the sales network, but after all, limited resources, paint dealers must learn to do their best, according to existing resources to develop specific development and expansion strategies, otherwise it may cause uneven market development, unreasonable layout, channel conflict and other contradictions, adhering to the principle of care, preparedness, proactive is the paint dealer to develop a good habit of market development strategy.
The following small editor for the paint dealers to introduce several market development strategies, we can according to the specific situation of organic combination of different methods, after all, the truth is dead, people are alive, according to local conditions to use, effectively open up the market is our real purpose.
Development of the market is like a war, if you are strong, well-equipped, and the morale of the army is relatively high, you can use the "attack strategic place" method into the heart of the enemy; Snowball strategy and the above military theory have the same magic. "Snowball" expansion strategy is the most commonly used by dealers in the same region of the existing market, take the way of regional expansion, after the development of a region, and then to another new region to expand the strategy, specifically, this expansion strategy is a regional target market for dealers to expand the "base" to carry out detailed work, the "base" market bigger, stronger, deeper, more permeable, and become the basis for dealers to further expand in the future. After the base market occupies the absolute advantage and absolute stability, in one time for the base to the surrounding adjacent areas gradually rolling forward, penetration, and finally reached the "fire of the stars, can be the original", occupy the entire regional market.
This strategy in the market operation is relatively stable, orderly, the most critical is that paint dealers can concentrate their limited resources in the most important market, to avoid the front line pull too long, paving too big, resulting in dealers follow-up support is not in place and large fluctuations and losses.
"Mushroom picking" is a leaping expansion strategy, dealers to open up the target regional market sequence usually follows the target market "first good, then bad" principle, regardless of whether the selected area is close, that is, first select and occupy the most attractive target area; This strategy is in fact a priority occupation of the "gold market" operation strategy. Generally more suitable for high visibility of one or two-line brands. At the same time to ensure the effective matching of capital, manpower and material resources. For dealers, they can jointly develop market development strategies with upstream production enterprises. At the same time, the resources of enterprises and distributors effectively integrated. Quickly seize the market, giving priority to establishing their competitive advantage in the regional market.
Size into zero" is to divide a regional market into several interrelated "war zones", each "war zone" is divided into several echoing "war points", each "war point" can be linked into a number of closely linked "fronts", combing the market context, highlighting the focus, grasping the key, driving the overall situation. This is particularly worthy of the regional market relatively large paint dealers carefully analysis and research.
"-zero" strategy must highlight the flexibility of market development, the unified deployment and coordination of each "war zone", it needs to be based on effective coordination to get the overall market start-up, so dealers must find the entry point for each region, and then drive through each entry point The strategy of market comprehensive radiation
rounding up to zero is a typical market expansion method with less wins and more wins and stronger ones, but it is necessary for paint dealers to have strong market control ability and resource integration ability, and to play the market synchronization effect of each "war zone" and thus achieve the goal of strategic development.
Seeding" expansion strategy is the dealer in the expansion of its target regional market, take everywhere cast the net, flowering everywhere, to each regional market at the same time launched an attack, the way of simultaneous occupation of each market, cast the net strategy has great market expansion power, can be achieved in a very short period of time at the same time occupy the entire market.
However, the conditions for the success of this strategy are extremely harsh, the entire regional market is the same expansion, the need for human, material and financial resources is obviously not ordinary dealers can afford; As a dealer if you can adopt this strategy, we must make an objective assessment of their own and make a short-term no market returns, the most critical is to consider their own team building, comprehensive strength can be supported.
the area of the cloth as far as possible to a central township (county town) as the center, point integration, it will achieve the role of radiation. Many times it is actually enough to play three-legged, like a triangle, choose three townships as a stronghold. When the three township markets completely occupied, the triangular regional market opportunities in the three townships will be affected, and the circular regional markets around the three townships will also be affected. Depending on the reality of the local market, you can take the "three-legged" approach, you can also take the "fan-shaped" base method, you can also take the method of con center circle.
paint dealers can expand the market at the same time can also use this method: to occupy the entire target regional market, first of all, to capture the entire target market in a "key market" - the first ball bottle. Then take advantage of the huge radiation effect of this key market to affect the surrounding vast market, has reached the goal of occupying a large area of the market. This kind of market development strategy, called "bowling strategy", of course, this is a difficult and easy market expansion strategy. Key markets are often a must-win, and it takes a lot of money and manpower to capture the strategic market points, but once occupied, other markets are "sweeping like a thousand."
the "bowling strategy" that is difficult first and easy, it's a market development strategy that's easy before it's easy. And first eat into the easier to occupy the surrounding market, build up strength, and the target market to form a siege trend, but also to the target market to form an invisible impact, until the time is ripe to seize the target market, for small and medium-sized dealers, the first choice to attack the most difficult target market, the desire to speed up, the possibility of success is very small. At this time, it is better to choose the more easily accessible surrounding markets, one side of the area to store their own strength and marketing experience, on the other hand, the target market to give a subtle impact.
practice, the implementation of the strategy of encircling cities in rural areas is often accompanied by the application of this "time-space-breaking method". Dealers in the surrounding market siege, will be a certain advertising campaign, but no product follow-up, intentionally create market vacancies, so that sales and publicity for a period of time, so that consumers have curiosity to look for, there is a search for desire, the formation of consumption potential increase in savings, and finally form a million horse collapse, for a one-time occupation of the target market to provide a basis
for the rural siege of the city strategy is more suitable for the operation of low-profile second- and third-tier brand dealers. It is also a market development strategy that avoids reality, takes the point with the surface, and gradually penetrates.
After the completion of the initial market development work, paint dealers will inevitably encounter how to establish a marketing network, sophisticated dealers will be close to the art of approach, to develop a perfect network structure, which is more typical of the first-line beads. That is, the regional market or between the regional market traffic trunk line as the main line, the transportation hub area through the line, forming a cross-sectional network pattern.
Network structure marketing is the key to the market effect of dealers, reasonable layout can ensure that the terminal between the formation of a good market radiation, so how dealers through the first occupation of the target market of traffic forsets, and then through the target market inter-connection, the formation of market resources to effectively cooperate with the market network, it is very important. A good market structure can not only effectively mobilize market resources, but also save logistics costs and reduce overall market input.
The market environment is difficult, but the pace of development of coating enterprises and distributors can not stop, for paint dealers who have the strength to expand the market, they in today's market environment layout of the market more need to be careful, proactive, will be different methodoology combined with their own specific circumstances flexible use is the standard configuration. Perhaps the future of the paint market is more unpredictable, but the basic principles of market development will not change, but also hope that this article can be intended to open up the market for paint dealers to provide ideas, "stealing teachers" learning, and truly become everyone's envy of the "others' paint dealers."