Liquid wallpaper and paint storm beach market affected by the industry's own lack

In addition to the expansion of capacity, the liquid wallpaper market is gradually showing the development characteristics of product diversification. The increasingly fierce market competition has brought new challenges and opportunities for liquid wallpaper and other home decoration paint markets. With the development of the industry, various problems in the liquid wallpaper industry are also increasingly present and will hinder the further development of the industry. At present, there are seven major problems in the liquid wallpaper and other coating industries. Only consensus in the industry enables the people in the industry to clearly understand the defects in the development of the industry, so as to promote the development of the coating industry in a healthy and orderly manner.

Vendor relations

Manufacturers and merchants, as different subjects, have their own business orientations. Different business objectives will inevitably lead to different sales behaviors of the manufacturers. Therefore, the relationship between the manufacturers is not an executive-level relationship, and the essence of the relationship between vendors is the cooperation centered on interest. The issue of vendor relations is a major issue facing the paint industry. Some companies are pursuing the banner of foreign brands and selling domestic products, blinding businesses and consumers. So now often appear manufacturers for businesses, businesses for branding phenomenon. The cooperation among manufacturers stresses the right people, but can they really find the right partners? Due to the lack of transparency in information and the lack of understanding among manufacturers, the cooperation between the two parties is ambiguous and is not thorough and long-lasting.

Marketing cost

Many paint companies such as liquid wallpapers still remain at the stage of developing a large number of distributors. The overall increase in the number of dealers is very limited, and many dealers are very weak. If there is any sign of trouble, they may no longer exist or “passionate”. Some paint companies have been developing dealers endlessly. In the process of continuously developing distributors to implement channel flattening, the distributors are going forward. In addition to the factory's initiative to phase out, it does not rule out some of the dealers because the manufacturer's service and training did not keep up and automatically exit.

As we all know, the cost of maintaining an old customer is much less than the cost of developing a new customer. Therefore, the marketing work of paint companies should mainly focus on the maintenance of old customers. It requires a lot of human and material resources and training to guide dealers in the local business. Bigger and stronger, as soon as possible to create a large number of 10 million yuan of major customers, so that manufacturers achieve a win-win cooperation between the effect of reducing marketing costs through service promising.

Brand Promotion

At present, there are more than 8,000 coating companies in the paint industry, but only dozens of companies can really name brands.

Brand promotion is a systematic project. Many business owners often ask: I invest 100,000 yuan in advertising. How many products can you sell for me? This shows that companies only stay at the level of selling products. In the process of brand promotion, the company must clearly define the purpose and role of advertising: (1) Optimize and integrate upstream resources, and let upstream suppliers understand the company; (2) Integrate business resources, 100,000 businesses across the country may not necessarily have everyone Know you well, but let everyone know that you are a brand; (3) Integrate human resources and introduce talents.

The effective promotion of the brand not only reduces the manpower, time, and marketing costs, but also makes the manufacturer's passive rights become the initiative to increase brand awareness and influence.

Regional restrictions

The paint industry has a number of national brands, but there are also many regional brands. Due to geographical or financial constraints, these brands have changed from regional brands to national brands, requiring a lot of manpower, material resources and financial resources.

Up to now, many companies in the paint industry have made breakthroughs in large-scale expansion of areas, such as Garbo Chemical, Chenchen Chemical, and Bartex Chemical. Coating companies continued to infiltrate into the mainland, breaking the regional restrictions to a certain extent, and regional brands effectively penetrated the national market. However, the layout of the national market for most paint companies is only extensive and only stays at the “point”. In cities such as Chengdu, Beijing, Shanghai, Guangzhou, Chongqing, Qingdao, Fuzhou, etc., they are selling well. Other regional markets are more difficult, and the extension of county and rural networks in key markets needs to be further strengthened.

Product homogenization

Nowadays, more and more products of the same kind are on the market. In order to sell products, all merchants fight the price war, and homogenization competition is becoming increasingly fierce in the paint industry. In the coatings industry, homogeneity has reached a level of enthusiasm. Whether it is products, services, or advertising

Severe homogeneity tendency. The homogeneous competition of enterprises not only causes great waste of resources, but more importantly, it gradually suppresses the vigor and vitality of the company.

purchase cost

In recent years, with the rising prices of raw materials such as petroleum, the prices of raw materials for coatings have been operating at high levels for many years. Among the rising tide of raw materials, domestic paint companies are currently facing the dilemma of rising raw material prices and the pinching of imported paint. For many paint companies, how to reduce procurement costs is a major challenge for them.