Breaking the product homogenization coating companies to use this sharp edge

Western psychologists have done an experiment to put two products of the same nature together, and more than 90% of the subjects will first place their eyes on products with distinctive characteristics. In particular, they have established a “different” in the hearts of consumers. The product expressed by the appeal is even more concerned with the rate of 100%. Experiments have shown that people always tend to have things that are personalized, which is the driving force behind the unique and loved ones. The homogeneity of products is a common problem faced by current coating companies. Therefore, homogenization of broken products has become a top priority for coating companies.

Year after year, the consumer holiday comes March 3.15. For consumers, 3•15 is synonymous with complaints and rights protection. We have always emphasized service. There are very few paint companies that can really do good and honest services. The service quality of the industry still needs to be greatly improved. However, to build differentiated competition barriers based on services and to homogenize broken products, paint companies need to grasp the following four key issues.

First of all, paint companies must jump out of the old misunderstanding of marketing thinking. Based on traditional cognitive concepts and habits of thinking, people always regard service as a vassal of a product as an insignificant and dispensable element. Therefore, the market once had the logic to infer that all enterprise services with good product quality are Not good; only business services with poor product quality are better. This kind of misjudgment often affects people's thinking, so that companies are always thinking out loud and making big fuss about the number of products, and it's not that they make a fuss about service elements and service model innovation. The result of this is that, in the face of a more complex competitive environment, there are fewer and fewer paint companies that have really dealt well with product innovation, service innovation and profitability. In fact, in the paint market where the product homogenization is getting smaller and smaller and the differentiation and competition are becoming more and more difficult, how to get out of the old concept misunderstanding as quickly as possible, and to use this service as an incisive edge, has become a competitive advantage for today's coating companies. The essential.

Second, paint companies must seize different target consumer groups. Different products respond to customers with different needs, and the same is true for services. In the situation where product homogeneity is getting higher and higher, only the service can add value to the product. In many cases, tapping the deep needs of consumers to cooperate with personalized services can capture the “heart” of consumers, and thus Touch the consumer's true desire. Therefore, in the face of different consumer groups, paint companies must adopt targeted marketing strategies. This is the embodiment of service individuation and the reason why services are more competitive than products. Here, to meet the consumer demand of different consumer groups, paint companies must better handle the standardization and individualization of services, grasp the standardization, or convert more personalization into standardization to reduce the cost of paint companies. For companies, they must strive to create their own differentiation, because only differentiation can be more competitive.

Finally, paint companies need to dig deeper cultural differences. The understanding of the value of consumers in paint companies and the judgment of consumer needs must go deep into the depths of human needs. In fact, marketing is not only a philosophy of understanding human nature and understanding human nature, but also a science of conquering human nature and satisfying human nature. Successful companies, successful marketing, must be able to handle both properly. At present, many paint companies are blindly leaning over to meet consumers and please consumers, and the result does not ultimately win consumers. There are also a lot of paint companies who are clever and use their muscles to get hungry. They constantly "buy" their customers' minds, but they are ultimately abandoned by their customers. This shows that for the current more fierce market competition, in the face of more mature consumer groups, paint companies need to correctly handle the dialectical relationship between marketing philosophy and marketing science in their business activities.

In a word, the competition of products and the competition of services are all based on the competition of the enterprise's basic platform, and the more fundamental it is, the more fundamental it is. Regardless of the degree of competition among the paint companies, the unique value and connotation of the services provide more room for imagination for the competition of paint companies, and provide more reality for paint companies to break down homogenous competition barriers. Sex and possibilities.