Visiting the building materials market has found that there are as many as 10 marketing channels in the paint market. However, there are almost all loopholes and risks. For example, the sales of one of the traditional marketing models has the characteristics of customization, time-consuming, etc., which makes the company in the cash flow of fatigue. In addition, as celebrity endorsements brought considerable benefits to paint companies, many paint companies rushed to speak for themselves. As everyone knows, this is the company's misunderstanding of the brand's existence and whether it can achieve the effect of enhancing the brand's effect. Here we have to ask a big question mark. From this we can see that how to make marketing channel innovation become a problem that the industry urgently needs to solve.
Celebrity endorsement as a weapon for brand sales
Many companies believe that the star image and product brand image are equal, as long as the choice of celebrity endorsement method, the company's brand image will be improved, while the brand image can also enhance the product sales.
As everyone knows, its concept is the biggest misunderstanding of the company's cognition of brand building. Enterprises wishful thinking that celebrity endorsements can really bring brand hot star effect, in fact, celebrity endorsement and brand image and product sales and there is no inevitable causal relationship.
Although celebrity endorsements caused constant turmoil, but stars appeared beside the paint products are still very interesting, it is difficult to explain the star endorsement is synonymous with 'sense of the public,' after all, good products do need appropriate propaganda, celebrity endorsement for the product Sales and publicity are the only way to achieve icing on the cake.
Of course, when paint companies choose their celebrity endorsements, they must also speak their own positions. Not that companies choose celebrity endorsements to increase the price of their products accordingly. Celebrity endorsements of corporate brands should not exceed the price of products. Celebrity endorsements are expensive. In the promotion and construction of the brand, please don't lose it.
Defective paint sales channels
At present, there are 10 kinds of marketing channels in the paint market, but there are almost certain loopholes. There are certain risks. With the gradual development of the market and the continuous changes in the situation, how to carry out channel innovation has become the most important issue to be solved.
According to statistics, the total annual production of Chinese coatings has gradually increased from 1.81 million tons 10 years ago to more than 9 million tons. The annual growth rate has been rising year by year, making it a veritable paint producing country. With such rapid growth, paint companies face a development bottleneck, that is, there are many channels, but it is difficult to make people "save the worry."
“Including building materials supermarkets, direct sales stores, decoration companies, online group purchases, and engineering channels. Currently, there are as many as 10 kinds of marketing channels in the paint market, and there are many, but it is very difficult for coating companies to control them.†Guo, general manager of the company's marketing department, fell drastically at the forum.
For example, he pointed out that taking building materials supermarkets as an example, entering this channel requires a lot of entrance fees, promotional fees, advertising fees, etc., which leads to the need to put up the price, this up the company's competitiveness in terms of price is gone, Business will certainly be affected. Therefore, the innovative marketing model has become an urgent task for the paint industry.
Cold coating market needs specializing in online marketing to expand the market
Due to the impact of the new policy on the property market, the building materials industry has been dragged down, and the performance of related companies has also slowed down. Affected by the “freezing†of the property market, the paint company’s performance growth expectation may also be reduced from 70% to 40%-50%.
According to the latest statistics from relevant departments, China Building Materials Industry's output value in January was 1,569.959 billion yuan, up 32.52% year-on-year; export delivery value was 76.958 billion yuan, up 22.07% year-on-year; production and sales rate was 97.05%, 0.37% higher than the same period last year. . From the above data, China's building materials industry still maintains high growth, but considering the lagged effects of historical statistics, given the continuous introduction of real estate control policies since 2011, industry insiders are still generally worried about the industry outlook.
At present, more and more people are exposed to the Internet. Because of the series of advantages the network has, many companies have also entered the Internet. The network investment promotion agency has been favored by more and more companies and agents, and has gradually become the mainstream of investment agents. mode.
Coatings network investment is particularly preferred online platform, which is estimated to be relative stability with the paint industry investment agent is irrelevant. Since the paint portals of major paint companies have been engaged in paint investment and agency projects, they have always been favored by paint companies and distributors. A considerable number of paint companies and merchants have all paid attention to buying paint investment agents, and the network platform is extremely busy.
The emergence of this trend is inseparable from the unique advantages of the network platform itself. Some people have summarized the advantages of network investment agency into four points: First, low input costs and large profits. The second is fast and efficient. Through email, information consultation and exchange can be completed within a few minutes. The third is simple and convenient communication and strong interaction.
Coating business marketing a single line
The major paint stores, during the visit, the author found that the business promotion methods are lackluster, in addition to buy gifts, points, deposits doubled, full amount reduction and other uncommon activities policy, most stores do not have too many special promotional policies. Under the background that the price war has gradually lost its effect, the competition between shopping malls and merchants will shift more to featured content and humanized services. The competition among enterprises will evolve into the competition of service conditions, corporate culture and other soft conditions.
In addition, the flow of people in a single paint store is generally not large, but after the paint store and other facilities around it form a business district, the flow of people in the store will be greatly improved. Due to the pressure of life and work, people need to relax at weekends, and most people who want to shop for renovations are also looking for paint shops to connect with shopping, leisure, entertainment and other activities. After the shopping mall and surrounding other service facilities form a business district, consumers can enjoy leisure, shopping, and entertainment nearby after visiting the store. This undoubtedly has a huge appeal to consumers. When such a shopping area is formed, the shopping mall There will certainly be a big increase in human traffic.
The author concludes:
Faced with the continuous vertical "squeeze" of the upstream, the horizontal "scraping" of the homogenized competitors, the company is in an increasingly difficult position to survive. For Tuqi, the construction of the marketing channel system is imperative. If a successful company wants to develop, it must constantly change and innovate! For a stagnant, eternal enterprise, what are its future developments?
In recent years, through positioning and innovation, injecting brand strength, and strengthening the ability to integrate resources, it has always been the proposition of survival that is constantly being explored by people in the industry. However, although the channels need to be innovative, it does not mean that any companies should embrace them and blindly innovate. This will only lead to chaos, and the business model of “changing business†is even more taboo on business operations.
Someone once said to an expert that no matter how mature the market is, opportunities for innovation will always exist. As long as you change your perspective and turn around, you may come across a vast blue ocean.
Celebrity endorsement as a weapon for brand sales
Many companies believe that the star image and product brand image are equal, as long as the choice of celebrity endorsement method, the company's brand image will be improved, while the brand image can also enhance the product sales.
As everyone knows, its concept is the biggest misunderstanding of the company's cognition of brand building. Enterprises wishful thinking that celebrity endorsements can really bring brand hot star effect, in fact, celebrity endorsement and brand image and product sales and there is no inevitable causal relationship.
Although celebrity endorsements caused constant turmoil, but stars appeared beside the paint products are still very interesting, it is difficult to explain the star endorsement is synonymous with 'sense of the public,' after all, good products do need appropriate propaganda, celebrity endorsement for the product Sales and publicity are the only way to achieve icing on the cake.
Of course, when paint companies choose their celebrity endorsements, they must also speak their own positions. Not that companies choose celebrity endorsements to increase the price of their products accordingly. Celebrity endorsements of corporate brands should not exceed the price of products. Celebrity endorsements are expensive. In the promotion and construction of the brand, please don't lose it.
Defective paint sales channels
At present, there are 10 kinds of marketing channels in the paint market, but there are almost certain loopholes. There are certain risks. With the gradual development of the market and the continuous changes in the situation, how to carry out channel innovation has become the most important issue to be solved.
According to statistics, the total annual production of Chinese coatings has gradually increased from 1.81 million tons 10 years ago to more than 9 million tons. The annual growth rate has been rising year by year, making it a veritable paint producing country. With such rapid growth, paint companies face a development bottleneck, that is, there are many channels, but it is difficult to make people "save the worry."
“Including building materials supermarkets, direct sales stores, decoration companies, online group purchases, and engineering channels. Currently, there are as many as 10 kinds of marketing channels in the paint market, and there are many, but it is very difficult for coating companies to control them.†Guo, general manager of the company's marketing department, fell drastically at the forum.
For example, he pointed out that taking building materials supermarkets as an example, entering this channel requires a lot of entrance fees, promotional fees, advertising fees, etc., which leads to the need to put up the price, this up the company's competitiveness in terms of price is gone, Business will certainly be affected. Therefore, the innovative marketing model has become an urgent task for the paint industry.
Cold coating market needs specializing in online marketing to expand the market
Due to the impact of the new policy on the property market, the building materials industry has been dragged down, and the performance of related companies has also slowed down. Affected by the “freezing†of the property market, the paint company’s performance growth expectation may also be reduced from 70% to 40%-50%.
According to the latest statistics from relevant departments, China Building Materials Industry's output value in January was 1,569.959 billion yuan, up 32.52% year-on-year; export delivery value was 76.958 billion yuan, up 22.07% year-on-year; production and sales rate was 97.05%, 0.37% higher than the same period last year. . From the above data, China's building materials industry still maintains high growth, but considering the lagged effects of historical statistics, given the continuous introduction of real estate control policies since 2011, industry insiders are still generally worried about the industry outlook.
At present, more and more people are exposed to the Internet. Because of the series of advantages the network has, many companies have also entered the Internet. The network investment promotion agency has been favored by more and more companies and agents, and has gradually become the mainstream of investment agents. mode.
Coatings network investment is particularly preferred online platform, which is estimated to be relative stability with the paint industry investment agent is irrelevant. Since the paint portals of major paint companies have been engaged in paint investment and agency projects, they have always been favored by paint companies and distributors. A considerable number of paint companies and merchants have all paid attention to buying paint investment agents, and the network platform is extremely busy.
The emergence of this trend is inseparable from the unique advantages of the network platform itself. Some people have summarized the advantages of network investment agency into four points: First, low input costs and large profits. The second is fast and efficient. Through email, information consultation and exchange can be completed within a few minutes. The third is simple and convenient communication and strong interaction.
Coating business marketing a single line
The major paint stores, during the visit, the author found that the business promotion methods are lackluster, in addition to buy gifts, points, deposits doubled, full amount reduction and other uncommon activities policy, most stores do not have too many special promotional policies. Under the background that the price war has gradually lost its effect, the competition between shopping malls and merchants will shift more to featured content and humanized services. The competition among enterprises will evolve into the competition of service conditions, corporate culture and other soft conditions.
In addition, the flow of people in a single paint store is generally not large, but after the paint store and other facilities around it form a business district, the flow of people in the store will be greatly improved. Due to the pressure of life and work, people need to relax at weekends, and most people who want to shop for renovations are also looking for paint shops to connect with shopping, leisure, entertainment and other activities. After the shopping mall and surrounding other service facilities form a business district, consumers can enjoy leisure, shopping, and entertainment nearby after visiting the store. This undoubtedly has a huge appeal to consumers. When such a shopping area is formed, the shopping mall There will certainly be a big increase in human traffic.
The author concludes:
Faced with the continuous vertical "squeeze" of the upstream, the horizontal "scraping" of the homogenized competitors, the company is in an increasingly difficult position to survive. For Tuqi, the construction of the marketing channel system is imperative. If a successful company wants to develop, it must constantly change and innovate! For a stagnant, eternal enterprise, what are its future developments?
In recent years, through positioning and innovation, injecting brand strength, and strengthening the ability to integrate resources, it has always been the proposition of survival that is constantly being explored by people in the industry. However, although the channels need to be innovative, it does not mean that any companies should embrace them and blindly innovate. This will only lead to chaos, and the business model of “changing business†is even more taboo on business operations.
Someone once said to an expert that no matter how mature the market is, opportunities for innovation will always exist. As long as you change your perspective and turn around, you may come across a vast blue ocean.
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