Where is the way out for second- and third-line brands in the coatings industry?

China Coatings Network:
the beginning of the new year, reporters visited Hebei, Hunan, Guangxi and other provinces in a number of cities
the
market. Along the way, found that our country is vast, it seems the same thing, in different places the practice is different, the effect is also different. Of course, see the most, or the brand on marketing means can not be flexible use, raw hard sets of the situation and "one trick to eat in the end" situation is more common. In addition, the survival of second- and third-line brands can not be ignored. In terms of visiting the situation, the market "disappeared brand", is mainly the second and third-line brands.
visit to Changsha City, Hunan Province, a paint dealer said that at the time, advertising, promotional activities and other marketing means have become a large number of
searthing enterprises
and dealers common promotional means; But for today's consumers, these "old-time" propaganda and marketing tools have long since lost their appeal. Therefore, many times, the cost of publicity and marketing has been spent a lot, but it has had little effect.
, in the reporter's visit, how to carry out effective brand promotion and promotion, is a headache for many paint companies and distributors. Many businesses believe that the pursuit of life style, value brand value of consumers will certainly pay attention to brand culture, no culture is equal to no style. Therefore, this part of the manufacturers will vigorously promote cultural marketing, aimed at enhancing brand awareness, to win the favor of consumers. However, many paint companies treat the national market is "a game of chess" in the end, which area is the same trick, and its theme is "health", "environmental protection", "home", "happiness", "love", "high-end", "fashion" and other broad concepts of tall. As the saying goes: a can not be used, the North recognized the concept of consumption in the South is not necessarily able to go free, the Western popular products in the East may be early elimination of products. Therefore, the marketing model of paint products should also be based on local culture, history, living habits and local conditions.
, many paint companies and distributors in the marketing strategy is often lack of good, non-targeted and scientific, more uncientific. China's fast-moving consumer goods marketing 30 years of history has proved that any long-lasting best-selling consumer goods have been through many trials and repeated market grinds. Brand image, price strategy, channel strategy, advertising strategy, terminal strategy and so on all need to be polished in the pilot market for a period of time, after repeated verification and correction before we can accelerate the start. This process must not be omitted. Omitting this process is tantamount to a large-scale trial sale without a return in the national market, which is tantamount to a complete absence of systemic risk of large-scale operation of fast-food products. Once a large-scale operation is in place, any small adjustment will be costly. For example, some time ago very hot Evergrande Ice Springs in several advertising films, Jackie Chan version is "Evergrande Ice Springs, cooking more fragrant", Fan Bingbing version is "drink Evergrande Ice Springs, beauty is actually very simple", children's version is "Mom and Dad, I want to drink Evergrande Ice Springs", the regional version is "Evergrande Ice Springs, Changbai mountain natural mineral water." Product claims are completely different in four directions, from use, function to water source, and there is a lack of correlation between claims. What is the main selling point of the product, let people fall into the fog, there is no cultural background. But in a new round of advertising on behalf of Quan Zhixian and "ProfessorDu", Evergrande Ice Spring's advertising language is a bit of a twitch. "Drink water, make tea, cook; Strong, beautiful, healthy." Is this still a mineral water ad, it's a functional drink ad? Omnipotent, it is really a disease and disorderly medical treatment. As early as a few years ago, when cultural marketing was just beginning to emerge, consumers may feel fresh, but now, always feel that "cultural marketing" has become a cliche. Culture and products can live in harmony, they are happy, but if culture is rigidly grafted into the product, then there are brands kidnapped the taste of culture.
remember a planner said that material resources will be exhausted, the strategy will be pale, only culture can live. Culture is soil, fertilizer, products are seeds, marketing is like ploughing in the soil, sowing and care, cultivate the brand of this tree. Reporters feel that this is not all right, the seeds are not sown after the germination, healthy survival, development results, "South Orange North" believe that this truth we all understand, 'seeds' can only survive in the suitable 'soil'.
in this visit, a diatom mud dealer concluded that northerners like rough ore, like the practice of manual texture, and the south like delicate, so printing is more popular. If a place's culture, living habits do not understand, no more marketing methods that is, the castle in the air. Therefore, paint marketing is the same, the treatment of the national market can be product prices and basic material support unified management, but each place's investment policy is not exactly the same.
hebei paint market, the reporter learned that Libang, Doles occupied the province's main market share; It's normal to think about it. But to Hunan, found that the domestic brand share is not as bad as we thought, Carberry, Bards, Mei Tushi and other brands can also be and foreign first-line brands evenly divided autumn color, domestic second- and third-line brands are no less, can be circled. But these achievements are not enough to make our mother-in-law boast.
recently visited Liuzhou City, Guilin City, Hezhou City three places, the reporter's biggest feeling is: paint shop more and more fewer. Every year there are more or less stores in the market in the slow "disappearance", of which "disappeared" these stores are not short of domestic and foreign first-line brands, of course, the domestic second- and third-tier brand stores are "disappearing the main force."
the national market, look at the sales of foreign brands, immediately let us think: next year how to do, how to do later? Second-tier brands do not have the visibility of the first-line brand, there is no "small workshop" paint prices, in a no-go, two-headed embarrassing situation. A dealer said that consumers are now divided into two categories, one only choose large brands; Another category only chooses cheap products. "Like we operate these 'unknown' second- and third-line brands, no one asked, in order to let the business not close down, continue, now the store can only put some big brand paint to 'support the front door', or make some 'shanzhai goods' for the price war. Now a lot of dealers are
paint
rebates, want them to give us as a 'salesman' has become the industry's sub-rule. Of
, the way out of the second- and third-tier brands is still a lot. Environmentally friendly products, for example, including aquatic products, are a potential way out in the future. Henan Shangqiu Fang paint general agent Yan Dongsheng said that he has been operating paint for 2 or 3 years, these two years consumer recognition of water-based paint is getting higher and higher, consumers' consumption concept is constantly changing, their own understanding of health and environmental protection is also getting higher and higher, Shangqiu locals are now very recognized water-based paint, while the two national policies also help the promotion of water-based paint, and water-based paint than oily taste is much smaller, it is easy to compare. Now they just recognize it and don't care about the price.
, product pricing is also an important factor in sales volume for price-sensitive markets. Such as Hubei Puyang dry powder paint dealers said, because the price of products is relatively high, and local consumers still tend to traditional paint, so, brands like them do not have visibility is more difficult to do, consumers do not recognize.
, second- and third-tier brands should learn to find first-line brands in the weak areas of the market. First-line brands in marketing again strong, it is not possible to achieve the entire area of marketing coverage and occupation, but also marketing weak areas. These weak areas are the marketing areas where second- and third-line brands break through. Do a good job of these areas, establish a solid marketing base, and then extend the marketing area to the periphery.
2nd and 3nd line brands in the marketing area selection, try not to connect with the first-line brand short soldiers, can not hard touch with it to grab the market, because small brands have not yet this strength and first-line brand competition. Such as a brand dealer said,
paint brand
whether good sales to be distinguished according to the size of the city, such as their urban areas, consumers mainly choose famous products, that is, large brands, so that many brands without a name is more difficult to survive; But some small county town, consumer brand awareness is low, it is necessary to see the choice of dealers, agent second- and third-line brand dealers high profits, so as long as the dealer promotion efforts, many second- and third-line brands in the county-level market operation is still very good.
also shows that the second and third-tier brands also need to promote the brand. Xinyang City, a
paint brand
dealer Guo Shiquan said that his agent brand sales in the local general, because they are a small county, and many brands, such as them can only bring some sales through repeat customers, sales are relatively stable, but not a lot. He felt that brands like his do not have much publicity, visibility is not high, sales are very difficult to go up. Therefore, the second and third-tier brands strive to enhance visibility, but also a way to break through.
market is currently affected by upstream real estate, the home industry has been hit hard, which in fact has given second-tier brands a good opportunity to power. Under the premise of doing a good job of products, do a good job of sinking into the town market, do a good job of first-tier city services, to give dealers more support, such as according to the product to make the corresponding promotional measures. Only in this way, second- and third-tier brands can really go to the mainstream market.