Architectural Coatings Entering the Fast Lane and Doing a Good Job in Channel Construction

From the beginning of the beginning of the national housing price regulation, to date, has been nearly a year. With the deepening of regulation, the property market has cooled significantly. This year's property market has become the most severe real estate macro-control in history because of its closeness, strength, and unprecedented breadth of control. Under the influence of various policies in the property market, homebuyers stopped, the market watched the atmosphere more and more concentrated, the property market turnover dropped sharply, all this to a large extent rely on the housing market of home building industry encountered bursts of 'cold.' Reflecting the market conditions in the building materials market throughout the country, the 'gold nine silver ten' that has been known as the home improvement building materials industry has become a 'copper nine iron ten'.

After entering the 21st century, China's architectural coatings have entered a period of rapid development. As an important part of four major materials for chemical building materials, they are widely used in architectural decoration. The growth rate of its development is higher than that of the paint industry. The annual growth rate was once as high as 18%. As a rigid demand market for building coatings, the property market has always been able to bring boundless vitality to the development of architectural coatings. However, judging from the situation reflected in various aspects, due to the sluggish demand from the market, cost pressure, and fierce competition, the growth rate of China's architectural coatings may no longer be the same as in the past, but we should rationally see that this For coating companies, it is both a challenge and an opportunity. At this point, the paint companies must not only pay attention to the improvement of product competitiveness, but also need to pay attention to the promotion of marketing channel competitiveness. The market maxim of “get the channel and end the world” fully expresses the special position of the marketing channel in the overall marketing of the company. Channels are channels through which companies send products to consumers. Whether or not marketing channels are smooth and efficient plays a key role in the overall marketing goals of the company.

In the fast lane of architectural coatings, enterprises need to do a good job in channel construction. At present, China’s buildings are developing towards lightweight, high-rise, and beautifying. No matter aesthetics, maintenance safety, resource conservation, etc., coatings and other materials are used (such as Compared with porcelain tiles, mosaics, etc., architectural coatings are easy to construct, low in price, save resources and energy, and have great potential for development. With the increasingly fierce competition in marketing channels, channel resources have increasingly become a focus of competition in the coating business market. Therefore, paint companies are particularly important for the construction of channels. The construction of channels varies according to the company and the market. However, the channel construction of paint companies needs to proceed from the following four basic points to build a marketing channel with its own characteristics:

1. The competitive environment and demand environment are constantly changing, and the use of channels by coating companies will inevitably change. The reason why different products use different channels is because consumers accept different methods. Different products use different channels at different product stages because different product stages have different consumer demand for products. Coating companies should adjust and improve the way to send products to consumers in accordance with changes in the business environment, and choose the most effective channels.

2. The actual use of channel strategies must focus on innovation, and cannot simply imitate the use of other people's channels. Gaoming paint companies should design the most appropriate channel structure for different target markets, because the use of channels has not been established. The law. Paint companies must fully investigate and understand their own resources and the actual characteristics of the target market.

3. The development trend of channel development in today's building materials industry will evolve toward three-dimensional, decentralized, refined and specialized. In the past, the history of a single channel has not returned. Multi-channel marketing will become the new trend of market competition today. The organic integration of multiple channels and the use of multi-channel synergies will be a new theme in channel strategy research.

4. Pay attention to the construction of channel infrastructure. The channel is the transmission path for product logistics, capital flow, and information flow between coating companies and end consumers. The flow efficiency and effectiveness of the access channel depends on the channel infrastructure of the company. The information sharing and communication platform based on Internet technology is perfect. The credit supervision system, channel cost risk advancement and prevention system are all essential infrastructure for a healthy channel.