The market environment is cruel Dealers are struggling to cope with

China Paint Online News Information
Nowadays, dealers in the building materials industry (paints, accessories, flooring, ceramics, etc.) generally reflect that business is getting more and more tired. The real estate industry is depressed, leading to bottlenecks in retail and wholesale channels; In the visit, there are annual sales of more than 10 million agents told reporters that they have been engaged in the paint industry for nearly 30 years, now especially want to quit, but not willing to give up easy to build the team and set up distribution outlets, can only be hard scalp. So, what makes paint dealers so cruel to survive? And how to change the operation status of many enterprises and agents such as thin ice?market standards chaotic competition environment is bad
with the development and promotion of the market, many paint companies began to intentionally or unintentionally touch the bottom line of business. Some enterprises in order to quickly spread goods, in order to occupy more market share, the pursuit of production, and neglect of quality behavior, resulting in the fundamental loss of social responsibility, and some enterprises in order to pursue short-term profits, in the marketing of false propaganda, concept speculation and other marketing means, the development of the industry has caused irreparable negative impact.
these enterprises lack of morality, weak sense of responsibility behavior, even a solid do a good job of products, concentrate, focus on doing a good job of service of the majority of enterprises, so that their sales have been greatly affected. While these dealers are socially and consumerly responsible for their own businesses and consciences, it is just as difficult to build on development in an already disrupted market environment. In such turbulent times, companies and distributors no longer strive to take responsibility, may lose not only the market, but consumer trust in the industry.
but this is not the case, and even the fixed industry standards and models of enterprises, distributors (distributors) and consumers (oil carpentry, engineers, decoration companies) have been broken. According to inertia, enterprise-dealer-consumer channel model, can ensure that each level of channels will have a certain amount of profit generation, to bear the channel participants of various expenses, but also let everyone have to earn. But in many emerging county-level markets, many agents operating accessories wholesale broke this law, the price of products to distributors, and to oil carpentry, consumers, decoration companies and other prices, such a situation completely cut off the distributor's profit margins. In order to survive, some distributors have to use more products, lower prices to enter the market, in order to obtain a small profit.
In addition, wholesalers in order to better meet the needs of oil carpentry, consumers, to adopt a diversified mode of operation, the product line is very rich, will be a variety of decorative coatings, industrial coatings combination, to each group to earn 3 to 5 yuan profits sold to customers, which for those who operate paint stores dealers sales is a fatal injury and blow.
such a situation appeared more, will certainly threaten the survival of a large number of dealers. Therefore, in the regional market where such incidents are frequent, many paint companies and local distributors have joined forces to resist this serious disruption and bad market behavior. The two sides will generally work together to carry out a substantial upgrade of the brand and management, and strive to give consumers a better consumer experience in terms of product environmental protection, quality, quality, service, so that consumers fundamentally learn to identify and understand products, through guiding consumption, so that really good products return to the market channels.Consumer demand changeable response capacity is lacking
with the improvement of people's living standards, consumer demand is increasingly personalized, which requires enterprises and distributors to pay attention to people's specific requirements, according to the specific consumption scenario, consumption time, consumption objects, to provide targeted services, and accordingly to create a product image in line with customer requirements. From the psychological point of view of modern consumers, many people in some kind of consumption, not only consumer goods themselves, but also consumer goods of the name and through the image of goods, because the image has a certain symbolic value, can meet people's status and other aspects of the pursuit, can make people feel proud, or give people a talk, an experience.
the paint industry, in the specific business, many times the details determine the quality of the product, while the consumer buying decisions play a subtle role. For the 80, 90 after the new generation of consumer groups, many are pursuing personalized needs, favor DIY wall painting, keen to use color-rich paint, rather than a single color, and the quality of each brand paint is not very different, if one of the coatings with intimate paint brush and DIY tools, may be easier to cut into the consumer's demand psychology.
In fact, that is to say, paint dealers can only harvest effective sales if they have mastered what reasons and purposes consumers will buy products for, and what kind of experience and effect they want. However, it is still not enough to formulate product sales strategy according to the needs of consumers, but also to conduct a comprehensive analysis of consumer spending power and consumption environment, so as to make the business chain more dynamic.
and market environment analysis of coating products is to understand the potential market and sales volume of coating products, as well as competitor product information. Because only master the market demand, in order to achieve targeted, reduce mistakes, so as to minimize the risk, in the product sales process, this product will inevitably be compared with other products, if you can not understand the product and competition of their respective advantages and disadvantages, can not impress consumers.
Based on the above consumption concepts and market trends, if dealers do not change their marketing ideas in a timely manner, in the product characteristics, personality efforts, can not keep up with the changes of consumers, then it is inevitable to lose contact with consumers.Marketing is difficult to innovate the model is in urgent need of reform
however, as far as marketing ideas are concerned, for many years, paint marketing has been limited to price promotion, brand promotion, and even violent marketing, it is difficult to innovate. It cannot be said that the paint industry did not try to market innovation, but many "new" tricks did not have the desired effect. Helplessly, paint companies have to choose to tempt consumers at price. But the means of attraction become more boring because they are used too much. This kind of violent marketing means also because it is not from the consumer demand, but can only play a short impact, and may even have a negative impact on the brand itself and industry rules.
, how to spend the least amount of money, through the most effective way to achieve corporate brand awareness, and to provide effective support for investment and sales? In fact, a closer look at the success stories in the industry, it is not difficult to find that in today's Internet economy era, network marketing, news marketing, new media marketing and other new marketing methods are playing an increasingly obvious advantage, and the traditional focus on brand communication of the exhibition marketing, emphasis on product quality marketing, etc. are also effective. Therefore, the paint industry has never lacked a good marketing model, the lack of enterprises and distributors to keep up with the trend of olfactory sensitivity and innovation.
news marketing in the new marketing model, it is a very good way to resolve the crisis, build visibility, increase influence, strengthen investment. And enterprises in the news marketing strategy to do is: fully mobilize enterprise resources, through product knowledge, paint technology and upgrade knowledge, paint purchase common sense, decoration knowledge, fashion trends, trends, building materials and other aspects of knowledge dissemination, to meet consumers' desire for knowledge, stimulate their potential needs, form enterprises, products, brands and consumer demand interaction, and consumers to establish a good relationship, not only to drive sales, but also bring good social value, the dissemination of new technology and new products, new lifestyle and other knowledge.
In real life, the marketing of communication lifestyle meets the emotional needs of consumers to "self-realize", or this kind of marketing can stimulate the "unconscious demand" of consumers, and achieves far greater results than other marketing methods. Especially in the early stages of development, lifestyle-led marketing plays a greater role than advertising and other marketing methods. In the industry into segmentation or fierce competition, advertising to convey the concept of lifestyle than the product functional appeal of advertising plays a greater role.
So, in general, for the increasingly homogenized paint market, paint brands want to remain competitive, take the road everyone doesn't go, the effect is often as expected, if you find a marketing breakthrough, focus on others have not been concerned about the focus to start, may receive unexpected results.
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