The U.S. real estate industry that detonated U.S. finance in 2008 was still in a depressed state after a year of financial tsunami. It has brought a huge blow to the paint industry in the United States. As the downturn in the US real estate market has a certain impact on the home improvement industry, the sales of paint are reduced, the profits of enterprises are reduced, and the advertising costs invested in brand promotion are also reduced. This market economic environment has reduced sales by as much as 25-30%, and has forced marketers to become more savvy in marketing to customers, persuading customers to accept their paints.
Under the influence of the economic crisis, the U.S. coating industry is still seeking its own paint industry marketing methods. At the same time, Chinese painters are constantly seeking coatings with Chinese characteristics.
United States: Store form
The famous paint coating manufacturer in the United States, Sherwin-Williams, opened its first paint store in the United States in the 1960s. Its unique control sales platform has attracted a large number of customers. This unique store model can directly contact the consumer, which is the end user of the product. Through interaction with consumers, paint distributors can obtain effective feedback on the performance and quality of service of the paint products, and can discover future market demands.
Other brands of paint stores in the United States will also provide consumers with such things as paint color matching, paint product introduction, and so on, so as to form a complete one-stop shop.
China: Terminal Distributors
Throughout the marketing of various paint brands in China, channel distributors accounted for half of the paint brand marketing, and some paint companies are also trying to store models, but due to the limitations of the domestic coating status, the operating costs of our paint stores are high, market share However, it was not high and eventually some of the stores became furnishings. The usage rate of the color mixing machines set up in some terminal channel dealers is very low.
Any good product or marketing strategy is quickly copied by competitors. Finding a product value-added positioning was once the core of a company. Differentiation is the biggest challenge. Whether in the United States, China or the rest of the world, ordinary consumers do not understand what resins and pigments are. They buy the brands and channels of the coatings. Therefore, marketing has become an indispensable means for the sale of coatings. method.
In Europe and America, families generally repaint the walls in 2-3 years, and Chinese consumers' demand for color has just begun. The development of China's paint industry will gradually highlight the need for personalization. Therefore, the marketing strategy of domestic paint brands also needs to be transferred to the service type. While ensuring product quality, the brand reputation and customer satisfaction are enhanced in the after-sales service of the product.
The awareness of service in China's paint industry is gradually increasing. Domestic paint brands have attached importance to services in the sales process, such as one-stop sales of products, free brushing, and color matching guidance, all of which have penetrated into the daily work of brands. Ye Xie believes that domestic consumers have reason to believe that China's paint industry will use consumer demand as its business development goal in the future, and the company's marketing methods will also be combined in a variety of ways. Model, the flourishing era of the coatings industry is coming!