Marketing tool to help companies conquer the peak of paint

The paint industry has gone through decades in China. Under the market economy, the coating industry is becoming increasingly competitive. In the heated paint battlefield, what is the weapon that determines this war? Some people say that advertising builds brands: Yes, CCTV advertising and some local advertising do create batch after batch of fast-growing companies, but there is still a lot of front-line brands with the industry in terms of strength and market competitiveness. Gap; Some people say that technology changes industry: Yes, technology is the premise of companies based on the industry, if there is no strong technology, it is unable to face the increasingly fierce market competition, but the technology to build products can only be spread by people, or else it It can only be buried in the river of the market.

What is the weapon that determines who is the winner on the paint battlefield? Marketing, only marketing is the king, is the strength to conquer the war; only the construction of a sound marketing system can enhance the value of products and brands in order to become the final winner in the brutal competition.

The paint industry has always had a misunderstanding, that is, the low degree of paint attention, semi-finished product characteristics, and strong professionalism, so in the sales process is affected by many intermediate links. In fact, this is a manifestation of the lack of corporate awareness and lack of understanding. It is a manifestation of the inability of companies to achieve "precise marketing." Nowadays, there are many paint products in the market. The transition from low-level products, scale, channels, etc. to high-level brand value, marketing ability, service value, etc. is also the competition of consumer demand and satisfaction. This kind of competitiveness is also collectively known. For the software's overall strength comparison. Today, the market economy, the company's hardware strength, including products, production technology, etc. is not a fundamental factor affecting the paint market, can not simply rely on strong hardware strength to occupy the market, more of a comprehensive software strength competition. What are the aspects of software's overall strength? Marketing is in the actual combat process, allowing customers to understand the company's products and brands, allowing customers to understand the unique differences between the company and its peers, and at the same time understand the advantages of the company. This is "precision marketing," which is based on comprehensive strength. For the soft needs of consumers, we adopt targeted marketing methods to seamlessly connect products and demands in the market. Which brand docking is good, will inevitably be slightly better at the marketing and tactical level, is bound to win the consumer recognition and market growth. 3A environmental protection paint is undoubtedly the pioneer of the "precision marketing" strategy. On the basis of "environmental protection", it has developed a love-friendly pure green wall paint for "baby" constitution and a "1327 bright clear wood paint for constructors". "For the wall discoloration of the "unchanged yellow wall paint" and so on, are based on the strength of the company's hardware, established a "precision marketing" strategy, but also consolidated the "China's environmental protection paint first brand" status .

Most companies in the paint market use “sales-driven marketing”, and even focus only on the increase or decrease in sales, ignoring the huge role of marketing in improving branding and sales. The importance of marketing to the victory of paint battlefield is reflected in those aspects?

Information asymmetry information asymmetry is a unique product of market economy. The paint industry is limited by the product itself, resulting in extremely asymmetric information between the company and the consumer. In the purchasing ideology of asymmetric information, marketing is the best aid. From an enterprise perspective, marketing planning is not only an enhancement of the value of products and brands, but also an important means of stimulating consumer buying desires and improving sales performance. From the consumer analysis, the paint is a semi-finished product, and it is impossible to observe the pros and cons between the products through the paint itself. Marketing is a bridge between the consumer and the enterprise, allowing consumers to recognize the effect of the product.

The market situation affects the paint competition is cruel, paint must use the means of combination marketing to face the market, and the coating industry's means of occupying the market, mainly the price difference, advertising campaign. Promotional warfare and other low-level techniques, but after the competition, the final result is a lose-lose. Caused by this kind of situation, on the one hand the lack of long-term consideration of the enterprise, the purpose of marketing is only for sales and sales, did not form a "precision marketing" for the market; Second, the company's marketing strategy does not combine the advantages of its own products, did not make specific Market analysis leads to a disconnect between marketing strategies and the market. Third, the unity of marketing strategies. The current market is a combination of diversification and unity. A single marketing strategy can no longer meet the needs of the market and consumers, but it cannot be stimulated. Changes in the industry, only for the development of the market, with the help of modular marketing, in order to stimulate the effectiveness of marketing, access to consumer recognition.

At the same time as the market develops, we need our company to also follow the market development steps to enhance the company’s overall competitiveness by improving its marketing capabilities and marketing management level from its own level. The market’s weaker companies must have low marketing power and poor overall competitiveness. The enterprises with strong market strength must also be the dominant enterprises that fully demonstrate their superior marketing power and core competitiveness in the market.

The key to brand promotion is that the competition in the marketing paint industry is nothing more than marketing competition, with the lowest input to achieve the greatest benefits. The core of the marketing strategy is the company’s development based on the market and its own economic strength. At the tactical level, it implements the organic combination of products, prices, channels, and sales promotion strategies and target markets, and gradually improves the brand’s brand through innovative marketing strategies and marketing methods. Value and popularity. Market competition today, there is no marketing plan, it means that the market is eliminated.

The battlefield in the paint industry is cruel. In this battlefield without smoke, it can only be stationed at the end. It must be based on the company's basic management and hardware capabilities to formulate a marketing strategy that suits the development of the company and continuously establish the comprehensiveness of the company. Competitive Advantage. Only by mastering the power of marketing this weapon, can we achieve what the Jianfeng means in the paint market.