Recognize the disadvantages to achieve counter-attack small and medium-sized paint enterprises "short board" more

China Coatings Network
News: China's
Coatings
industry development over the past ten years, has emerged a number of excellent brands, but behind the huge output value, there are still more active small and medium-sized
coatings enterprises
. It is true that the appearance of small and medium-sized paint enterprises to a certain extent enriched the paint industry market, but this is very challenging for small and medium-sized paint enterprises themselves. Because although small and medium-sized paint enterprises are easier to manage, but in many other aspects, its ability is relatively weak, small and medium-sized paint enterprises in order to have a long-term foothold in the market, but also need to have a good understanding of their own, see their own short board, focus on the main force to overcome difficulties.
the difficulties faced by many small and medium-sized paint companies are not at the production level, but how to sell, that is, marketing. Indeed, relatively large-scale paint enterprises, they can participate in large-scale public welfare projects, the production of micro-movies, sponsored television programs, road shows, television advertising and other ways to comprehensively present the brand image, to achieve wide-ranging results, to promote market sales. However, for small and medium-sized paint enterprises, in the raw material costs continue to rise, the national environmental protection policy under the pressure of step by step, into the vicious circle of products can not be sold, can only reduce the funds in advertising, and finally show small and medium-sized paint enterprises marketing is not "force" situation.
marketing resistance is weak, is not small and medium-sized paint enterprises can only be caught in the cracks of large enterprises to survive? There is an old saying called "put the dead and live later", in the marketing dilemma of small and medium-sized paint enterprises, as long as there are ideas, but also can be a life. Indeed, in the history of marketing, small and medium-sized enterprises staged the myth of "silk counter-attack" is visible. Back to reality, although can achieve the reversal of small and medium-sized paint enterprises are not many, but often have people, it is worth learning from.
, small and medium-sized paint enterprises to recognize their own advantages and disadvantages. Many small and medium-sized paint enterprises in the impact of the market inevitably confused, do not know how to deal with the time, if you can through testing or consulting to familiar with the entire market situation, industry situation, marketing situation, it can be targeted, long and short, in marketing to avoid their own disadvantages, short board, play their own market advantages, and strive for more and better marketing opportunities.
second, in the environment closely surrounded by large enterprise products and marketing, small and medium-sized paint enterprises in order to make a breakthrough, we must start to overcome the weakness of large enterprises. Consumer demand is always on the rise, and that is the opportunity for SMEs. Companies need to seize the consumer's dissatisfaction with large enterprises, product improvement, upgrading, or research and development of replacement products, which is the basis for marketing breakthrough reversal.
Finally, large enterprises have a huge marketing system, it is difficult to cover and occupy the market share of all regions, and its weak area is the small and medium-sized paint enterprises break through the marketing area, just like now more and more paint began to pay attention to the rural market, but all this has just begun to lay out inventory, small and medium-sized enterprises have the opportunity to fight back to the Jedi, in this regard, small and medium-sized enterprises to do a good job in these areas, establish a solid marketing base, and then extend the marketing area to the periphery. Of course, it is also necessary to avoid short, small and medium-sized enterprises in the marketing area selection, try not to meet with large enterprises, avoid face-to-face strength confrontation, otherwise it is likely to be "seconds into scum."
generally enough, in the paint market is more depressed background, small and medium-sized paint enterprises have to have a sense of crisis, need to improve their own products and services through the drug, break through the marketing of large enterprises.