Analysis of the Strategy for Rapidly Breaking through the Ethnic Paint Industry in 2012

The new year has arrived, real estate regulation and control policies are still ongoing, the cost is rising too fast, the trend of currency normalization is uncertain... In the face of an unoptimistic external economic environment, how can the paint industry break through? You should start from the following points.

Intensifying product development efforts The homogeneity of products in the paint industry is an indisputable fact. Enhancing innovation capabilities and developing specialty products are the winning formula for companies to stand out from the crowd.

From the perspective of the domestic market, the mainstream high-end market is dominated by foreign paint giants, and national brands mainly focus on low-cost and high-quality products and occupy low-end markets. For today's consumers, the purpose of the purchase of products in addition to gaining core interests, but also expect to obtain additional benefits from it, whether it is from the emotional or spiritual level, all hope to be satisfied. Therefore, ethnic paint companies can use the characteristics - advantages - benefits to highlight the added value of their products. Under the circumstance of convergence of product core functions, to gain consumers' favor, it depends on who can meet the needs of consumers' complex interests more quickly, more, and better, and whoever has the consumers and wins the market.

Judging from the domestic market, the consumption capacity of the first and second tier cities has gradually become saturated, and the third and fourth tier cities are still promising. Therefore, under the premise of ensuring product quality, national paint companies should vigorously develop and produce inexpensive series products to meet the market consumption levels of third and fourth-tier cities.

The slump in building a new type of vendor-relational market environment has affected the sales of products, and current pan-home dealers are generally uncomfortable. Cold and cold, after the paint sales business can not sell products, paint companies are also on the needle felt. Therefore, paint companies should actively help and support distributors to achieve mutual benefit and win-win results.

First of all, both parties must establish a win-win concept. Manufacturers and distributors must work together to achieve sales and profit goals, establish mutual help habits, and adhere to the principles of balanced interests, mutual trust, mutual understanding, mutual encouragement, and mutual benefit. Second, paint companies must formulate reasonable support policies and strengthen marketing support. Such as the development of product support policies, store decoration support policies, advertising support policies. Third, we must improve the service system and strengthen marketing promotion. For the coatings industry, the products given to dealers by enterprises are only “semi-finished products” and require large service and work of the dealers in the later period. Therefore, in this process, the company should give the distributors effective support and do a good job jointly.

Accelerating the sinking of channels Affected by the regulation and control policies of the property market, the pan-home market in the first and second-tier cities has seen a strong wait-and-see mood. The paint industry is experiencing strong feelings, and it has stepped up its sinking channels to the third and fourth-line markets with huge potential. It is currently the development of paint companies. The most important thing.

Taking the second and third line market as the main market has become a strategic tactic for all ethnic paint companies. In the case of Dulux and Nippon and other foreign brands occupying the first-tier and second-tier markets and becoming saturated, excellent ethnic paint companies such as Tuushi, Bardez, and Three Trees won the “opening up” in the “rural” market. Significant results. Dabao lacquer has also made active arrangements for channels, vigorously developed townships and flat channels, combined its own advantages with business representatives as its core, actively explored the three-tier market, and achieved remarkable results.

Exerting advantages to become bigger and stronger Generally speaking, there are two different strategic models for enterprise development: “bigger and stronger” (diversified operation) and “doing specialization” (specialized operation). Which is more suitable for the development status of coating companies? Which is the best path to a strong company? Today, people's consumer demand tends to be personalized and diversified. Diversification meets the needs of market development, while professional management, through rational and wide-ranging social division of labor, specializes in refining its own products, and creates competitive advantages through low cost and differentiation. It can also establish a foothold in the market and grow and expand.

For coating companies, the most important thing is to position them rationally, select the most appropriate development model based on their own advantages, and stick to it from the beginning to the end. Whether "bigger and stronger" or "specialized", as long as it is conducive to the development of the enterprise, it is a good strategic model.