Business Club May 26th The continuous increase in market demand has led to a growing number of companies and fierce competition in the market. The author visited the building materials coatings market and found that there are currently 10 kinds of marketing channels in the paint market, but there are almost all kinds of loopholes. There are certain 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 the marketing concept of many companies, it is believed that the popularity of stars can be used to increase the sales of products and thus increase product profits. 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.

The reform of paint sales channels is imminent. According to relevant data, the total annual production of Chinese paints 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, becoming 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.

Remodeling the brand and out of the celebrity endorsement misunderstanding Most companies believe that the image of the star and the brand image of the product are equal, so long as the method of selecting the celebrity endorsement is adopted, the brand image of the company will be improved, and the brand image will be improved. Further increase sales of products.

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 have caused constant turmoil, it is very difficult for stars to appear beside the paint products. It is difficult to explain that the endorsement of the stars is synonymous with "sense of the public." After all, good products do require proper publicity. The celebrity endorsements are products. 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.

Making full use of e-commerce channels As a result of the new policies 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%.

The output value of China Building Materials Industry in January was 1.569995 trillion yuan, an increase of 32.52% year-on-year; the value of export delivery was 76.958 billion yuan, a year-on-year increase of 22.07%; the production and sales rate was 97.05%, an increase of 0.37% year-on-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.

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.

Coatings promotion methods diversified in major paint stores. During the visit, the author found that the sales promotion methods of merchants were not very impressive. In addition to purchase, gifts, points, double deposits, full amount reductions and other common event policies, most of the stores did not have many special features. 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.

Conclusion:

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.