Use creativity to add to paint sales

China Paint Network
: "With creativity to detonate sales", what is super creative? And how do you detonate sales? Let's start with the sales issues that businesses are most concerned about.
for a business, sales cannot be understood simply as sales, because the same sales mean different things to different businesses. For example, a
coatings
industry customers, its highest sales have exceeded 1 billion yuan, sales in the last two years basically maintained at about 800 million yuan, enterprises are taking a low price, large sales route, the source of enterprise market operation is insufficient, the cost of market operation is very limited. We can imagine that if its sales of 800 million yuan, 300 million yuan of sales are high prices, the other 500 million yuan of low prices, balanced production capacity to obtain marginal profits, then the market operation of enterprises are completely out of the same language.
years, the operating environment of small and medium-sized enterprises has been deteriorating: financing costs, labor costs increase, raw material prices rise, market demand is not strong ... Multiple pressures plague the survival and development of small and medium-sized enterprises. Enterprises do not have a strong profit-making system, will continue to consume the energy of the enterprise life, and eventually the oil lamp dry, towards decay and death. Marketing system, to solve the profitability of enterprises, linked products and sales, carrying the enterprise's immediate and future.
is to repeat the basic actions of the channel. This side contains the dealer's choice and management, terminal visit and mobile sales. Turnover rate is a single store sales turnover speed, this is the premise of the shop rate, if the turnover rate is not good, the higher the shop rate, the greater the loss of enterprises.
Then it involves a question of how to improve the turnover rate, in the author's view, this should be carried out from several aspects: First, the establishment of brand super-cognition, with words, names, symbols to enable consumers to quickly cognition; Second, the product itself should have natural sales power; Third, product packaging in the terminal to be able to jump out, and can self-sale; Fourth, advertising, promotion must have sales power; Fifth, the executive power of the channel, vivid execution ability is also to promote product sales and flow of an important work.
core single product number is when the enterprise a fist product hit out, the next can create how many core single product, the core single product can be effectively combined, occupy a different price belt.
fact, is the overall product strategy of the enterprise, from the beginning to determine which product is fist products, which products first to the market and so on. In other words, instead of waiting for the product to age and push new products, you've planned the product family from the start, waiting for the opportunity to get to market one by one. Of course, the different stages of the enterprise, the difference of enterprise strategy, also determines the focus and direction of this formula.
design of packaging on the shelf on the natural hot sales, creative advertising has to buy, creative development of new product selection criteria to directly enlarge sales concept is around the implementation of sales.
super creative is simple creativity, everyone can understand the idea, the lowest cost of creativity.
the essence of brand name is to reduce the cost of communication, brand name to a large extent determines the success or failure of the brand. Like Apple, the 360 are super-low-cost names destined to be remembered by consumers.
want to be remembered by consumers, brand names must be relevant, graphic, but also in line with the use of the product habits, and product attributes or categories related.
the brand name is finalized, the next step is the issue of brand identity. Good logo to achieve two requirements: First, the design should have self-awareness, enlarge the spread of brand name effect; Second, the design of the logo to reflect the industry category, let people see the product belongs to the industry category.
core of supercognitive is the symbol, which grafts well-known images, colors, sounds, etc. to brands that consumers don't know, thus building a sense of familiarity and closeness between brands and consumers.
another core point in positioning, to give brand positioning, focus on the choice of vocabulary. Words with appeal are generally common words, very popular, easy to change consumer behavior.
when the right brand positioning and brand symbols form an effective union, will effectively promote the creation of corporate brands.