Paint companies quickly break through three or four line strategies

Affected by various factors, the digestive power of the first-line paint market is gradually shrinking, and more paint companies are eyeing the second-tier and third-tier markets, hoping to ease the pressure brought about by the shrinking market through channel sinking. Although some paint companies have already started to lay out second and third tier markets earlier, they have not really succeeded in doing so.

Paint dealers often dream of making a fortune overnight, while paint manufacturers are thinking about allowing dealers to quickly increase their output. The result of this phenomenon is that once the county-level market fails to break through quickly, or even fails to break through, it will mean that paint companies and distributors fail together. So, how to make enterprises and distributors out of the predicament and quickly break through the county-level market?

The main products of the product clearly highlight the main products Many distributors can not break through the county-level market is mainly due to too many products, the number of manufacturers have varieties, there are many varieties of dealers, resulting in the main product line is not clear. Both want to sell good results and sell well.

The demand for products in each regional market has its own characteristics. This feature may be caused by rigid geographical reasons (environment, climate, etc.), or it may be caused by local consumption capacity and consumption habits. The paint company's product variety is for the choice of national distributors, there must be more varieties to meet different consumer needs. Then, specific to a county-level market, dealers should be targeted when selecting products, and the leading products should be highlighted according to the local market characteristics. In the early stage of market fighting, the secondary product line must serve the leading product line. Even if the secondary product line is eventually sacrificed, as long as the market can be opened for the main product line, it is successful.

Upstream and downstream cooperation in distribution of goods quickly distribution will be, dealers are distributing goods every day, but the effect is not flattered. why? Because most of the goods are distributed for distribution.

The best way to solve the problem is to prevent the problem from happening, and the way for dealers to distribute goods quickly is to cooperate upstream and downstream. There are several advantages for enterprises to assist distributors in distribution: First, the factory's personnel are more professional and can speed up the distribution of goods. At the same time, the dealer's salesman can learn and improve during the process of distribution; second, the manufacturer can go out and distribute goods can give Terminals increase credibility and establish sales confidence. Third, end customers are willing to accept manufacturers' products and services. Because, in their minds, manufacturers' products are low in price, good in quality, and considerate of service, so they are generally not willing to miss the opportunity.

In general, the “Survey” operation must have three major characteristics in order to succeed: First, the time is short (the distribution of a specific market can generally end in three months); the second is the speed (the “provision” requires companies to Or distributors should concentrate their advantages on human, material, and financial resources to develop the market efficiently and quickly.) Third, there are many means (in the implementation of "distribution", enterprises or dealers must comprehensively use personnel to promote sales, trials, post posters, gifts, etc. Many ways to develop the market).

The purpose of the three-wave or more promotional offensive promotions is to let consumers remember who you are? What can you bring to me? What problem can be solved? What are the benefits? Then it will repeat the purchase back. Sales promotion is to make consumers feel that they are cheap. If we change the tricks so that consumers can continue to feel that they are winning, the chance of success will be much greater.

Of course, promotion is a matter of cost. Where does the cost come from? To create promotional space. "Wool is on the sheep" we all understand, do not let puzzling confused eyes, must be set aside before the launch of new products enough promotional space.

Promotions make the market active and promotions make consumers happy. More than three waves of promotions will help deepen consumers' impressions and strengthen consumers' memory so as to retain customers.

Constantly "locking customers"

Locking the customer is both a skill and an art. The ancient saying goes, "Look back at the customer." All dealers who have a good business and are in the market are generally many repeat customers. The survey shows that the cost of developing a new customer is four times that of an old customer. From this it can be seen that it is very important to lock in customers and keep them constantly looking back.

Locking the customer's method: You can use the product to send a voucher or coupon for use in the next purchase; set up a lucky draw on a monthly, quarterly or annual basis to give lucky consumers a certain reward, allowing consumers to use the product at the same time An expectation. In fact, there are many different locking methods based on different situations. In short, there is only one goal. Consumers must remember their brands and keep good contact with the brands. When consumers are spending again, they should choose their own brands.

In the future market competition, the third and fourth line market will be intensified. Whoever wins consumers in the shortest time, with the fastest speed and best method, is the winner of the future market. Of course, all competitions of enterprises must be based on good product quality and corporate integrity.