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    Home > Coatings News > Paints and Coatings Market > Small and medium-sized paint enterprises to achieve marketing breakthrough to the disease is the key

    Small and medium-sized paint enterprises to achieve marketing breakthrough to the disease is the key

    • Last Update: 2021-03-15
    • Source: Internet
    • Author: User
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    China Paint Network
    :
    January 20, 2015, statistics released by the National Bureau of Statistics show that China's GDP grew at an annual rate of 7.4% in 2014, in keeping with the 2013 economic growth rate, but slightly higher than expected 7.3%, the market believes that the overall economic data is more optimistic, but compared with China's high-speed growth data over the past few decades is not the best, and in the market competition heat, economic development slows down the new normal, small and medium-sized enterprises are experiencing the pain of production and operation transformation, relative to large enterprises more difficult to survive. For example, the
    coatings
    industry, although many industry people think that the furniture industry, lighting industry has not suffered a huge impact, or even a wave of closure, the future is still optimistic, but it is difficult to reproduce the former bustling scene.
    Many small and medium-sized
    coating enterprises
    face difficulties are not at the production level, but how to sell the problem, that is, marketing, we can see, such as Libang, Jiabao, such as relatively large-scale coating enterprises, they can participate in large-scale public welfare projects, the production of micro-movies, sponsored television programs, large-scale roadshows, television advertising and other ways to comprehensively present the brand image, to achieve wide and announced results, to promote market sales. And 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, caught in a vicious circle of products can not be sold, can only reduce the funds in advertising, and finally presented by large enterprises on the marketing system of small and medium-sized enterprises tail-end interpretation of the pattern, can be said to be helpless.
    marketing resistance is weak, small and medium-sized paint enterprises can only be caught under the cracks of large enterprises to survive? There is an old saying called "put to death and then live", in the marketing dilemma of small and medium-sized paint enterprises, as long as there are ideas, but also can be a life, in the history of marketing similar cases, staged a "silk counter-attack" myth, not only can be based on their own survival and development, perhaps can achieve a successful breakthrough at the marketing level, leap into the industry leader.
    Back to reality, can achieve the reversal of small and medium-sized enterprises are not many, but often have people, it is worth learning from, the first thing to do is to recognize their own strengths and weaknesses, the most common use is to carry out SWOT analysis, so as to find their own competitive advantage disadvantages, market opportunities and threats and other conditions. Confidante can fight Yum, many small and medium-sized paint enterprises in the market under the impact of confusion 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 achieve a breakthrough, we must start to overcome the weakness of large enterprises, consumer demand is always rising, the opportunity of small and medium-sized enterprises lies in this, need to seize the consumer is not satisfied with large enterprises, product improvement, upgrading, or research and development of replacement products, which is the basis for marketing breakthrough reversal. Some small business owners may say that if large enterprises have so many defects and loopholes, others have already found, the enterprise itself has long been fixed, where to come from so many opportunities? In fact, as long as small and medium-sized paint enterprises on the market intentions, pay attention to research, analysis, summary, it is not difficult to find the market product loopholes and defects, found these, found the real needs of consumers and potential demand, there is a marketing breakthrough direction.
    Third, 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 in the Jedi, in this regard, small and medium-sized enterprises should first 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".
    , small and medium-sized coatings in marketing, there is a relative advantage, that is, the response is more flexible, marketing efficiency is higher, can be described as "boat small good turn around." On the other hand, large enterprises, although its structure is complete, but due to cumbersome procedures resulting in the response is not flexible or even backward problems, such as marketing policies, product development, marketing promotion, after-sales service, small and medium-sized enterprises can quickly adjust, so from this aspect can start to break through.
    , according to the idea of the drug, small and medium-sized paint enterprises also have an advantage. Large enterprises in the long-term marketing process, often due to policy reasons, decision-making reasons, historical reasons and other reasons for the formation of marketing diseases, which can not be changed in the short term, these marketing problems lead to its entire marketing channels are not harmonious, there is always the danger of discord, popularly speaking, its agents are not loyal to the effectiveness of They, but at any time it is possible to change brand agents, if small enterprises find this weakness of large and medium-sized enterprises, the drug, in its marketing channels on a knife, I believe that small enterprises will win the favor of many large and medium-sized enterprises agents, in order to achieve a marketing breakthrough, further expand their marketing channels.
    said that so many small and medium-sized enterprises have advantages, of course, it also has disadvantages, the biggest disadvantage is the lack of excellent marketing talent, so want to expand the advantages, first of all, to recruit excellent marketing talent, how can we recruit excellent talent? This is worth small business owners to think hard, to use sincerity, honesty, mind, dare to invest, in high pay, position, welfare, future, dividends, shares, feelings and other aspects firmly grasp the outstanding marketing talent, not only to sign employment contracts, but also to strictly implement, timely fulfill the commitment. For marketing talent, timely cash of high income is more attractive, said better, the actual income is less, is never to recruit excellent marketing talent, so small and medium-sized business owners to encourage marketing talent to make more money, make a lot of money, rather than small belly-style deduction of marketing staff pay, only let marketers earn more, in order to absorb more marketing talent to join, in order to finally achieve a marketing breakthrough.
    Second, small and medium-sized enterprises also lack of marketing planning, management out of control, these are the important obstacles to its marketing breakthrough, especially for market investment is very unfavorable, because dealers need to be as secure as possible, rather than full of uncertainty, insecurity and high risk, so small and medium-sized enterprises should also work hard in marketing planning, marketing management, so that dealers understand the enterprise's development planning, product planning, market planning, marketing policies, Marketing strategy, after-sales service, so that dealers clear the direction of enterprise development, future, income, so that the vast number of dealers understand that small and medium-sized enterprises, although small, but confident, capable, directional, basic, step-by-step, strategic, can be stronger and bigger, to maximize the dealer confidence and courage, so as to attract a larger range, more dealers to join, for small business marketing breakthrough to make a substantial contribution.
    In short, in the context of the paint market economy depression, small and medium-sized paint enterprises must have a sense of crisis, must have the habit of investigating the market situation of opponents, but also to the disease to improve their own products and services, break through the marketing breakthrough of large enterprises, standing on the shoulders of giants can see the problem better, I believe that small and medium-sized paint enterprises can find vitality in the crisis, calmly cope with the challenges of large enterprises and the market, to achieve marketing breakthrough.
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