Paint enterprise channel sinking local marketing to avoid "water and soil do not accept"

China Coatings Network
News: In recent years, China's first and second-line
ponsoilation
market is becoming increasingly saturated, in order to find a way out, many
pon coating enterprises
have set their sights on the third and fourth-tier cities, a time, the channel sank into the paint enterprises to create sales legend of hope. However, in the process of industry channel sinking, there have been unexpected situation, many enterprises in the marketing of the big city model rigid set, resulting in a general lack of concern for local culture, the phenomenon of soil and water do not accept these enterprises "suffered a serious blow."
present, the main characteristics of the secondary and third-tier market are: compared with the economic level and the market is low, consumption capacity is relatively small, consumer purchasing power is low, the market capacity is huge, it can be said that the market development potential is very large. In addition, the secondary and third-tier markets are less affected in the overall economic situation, and vested interests will be relatively stable to some extent. For such a large potential market, how should paint companies carry out local marketing?
to set up at the top of the "brand localization is a necessary condition for success in the local market." Launch from the top, set up to protect the local brand marketing of the corresponding organizational system. Throughout the localization of more successful other brands, most of the local market has a clear and full authorization, in the brand building decision-making mechanism on the team can effectively communicate.
brands that are less localized tend to be highly centralized, lack authority over local brand management teams, report approvals at all levels, and even change organizational structures frequently. To this end, wood enterprises should have a clear understanding of the local market, and fully authorized to employees, to obtain the employee's sense of identity, retain local talent for the development of enterprises to play a pioneer.
the brand's core values to maintain a unified premise, the specific performance of the brand and the actual combination of the local market. Brand core values are the driving force for enterprise development, no matter what market they are in, they must remain unchanged. But in the specific performance to be combined with the local market and local culture. Like a person, no matter what country he lives in, his honesty, trustworthy, integrity of nature can not be changed. If change, will not be for themselves, lose their footing, but what we need to do is to learn their language, understand their customs, study their communication habits and business methods.
To change to a brand is also the same, paint companies need to study the local market in depth, study customer buying behavior, decision-making methods, understand local culture and communication habits, understand the communication characteristics of different media and media contact behavior, and so on, from the perspective of the local market and customers to think, to adjust themselves, rather than stand in their own perspective, the local market to adapt to their own.
implementation, according to the actual situation in the local market, re-adjust brand identification, determine brand communication slogans, build marketing tools, choose the appropriate brand communication platform and media, effective communication. Paint enterprises in marketing, we must carry out local marketing, with the local culture to influence local consumers.
For this reason, paint enterprises in the channel sinking, we must understand the local consumer's living habits, paint needs and other information, for these situations and then combined with products for local marketing, must not blindly pile up, blindly follow the flow away.
conclusion: paint enterprise channel sinking needs to start from the actual, the use of local culture to carry out marketing, if separated from the actual, then paint enterprises will be like dehydrated fish, can not survive.