Perplexity and outlet of the hottest building coat

  • Detail

The perplexity and outlet of building coating channel construction

perplexity and outlet of building coating channel construction

June 18, 2002

after the WTO, large foreign multinational coating enterprises have entered the Chinese market, especially the coating giants ICI and Nippon, which have "taken root

and sprouted" in China in the early years, have rapidly set off rounds of localization marketing wars. They use the means of integrating

communication (such as advertising, public relations, terminal stores, and color matching centers) to enhance brand influence, directly affect end consumers by relying on the strong brand pull, and seize the retail and wholesale market on a large scale. In the face of such a powerful opponent, how should local construction coating enterprises deal with it

the biggest disadvantage of such enterprises is that the market share is still small, and it is difficult to compete with the paint giants face to face in the retail market. Therefore, some smart enterprises have adopted the strategy of developing their strengths and avoiding their weaknesses in channel construction by thinking alike. Strategy: bypass the direct competition in the paint retail and wholesale market, find another way, focus on breaking through the coating engineering market, and strengthen the competitiveness of channels. Some people even predict that the coating engineering market is the biggest opportunity for local architectural coating enterprises at present! However, as time goes by, the traditional concept and method of channel construction can no longer meet the development needs of the modern coating engineering market. As for some enterprises, they sigh why they can't eat the big cake. According to the research and analysis of the performance of domestic and foreign well-known coating enterprises in the

market in China, there are great commonalities in the confusion and problems of enterprises in channel construction. It is solemnly mentioned here that

is expected to attract the attention and thinking of more architectural coating practitioners, especially marketers

in the development process of architectural coating enterprises, their channel mode will generally go through the following stages:

the first stage is the complete dealer system. Only sell products through dealers, and the marketing work of enterprises is mainly to constantly find dealers

the second stage is dealer + office. After finding a suitable dealer, the enterprise will send the regional manager or the office director to set up an office to help the dealer operate the market well

the third stage is dealers + offices + franchised stores. On the basis of the second stage, the enterprise will establish its own product exclusive stores in the local sole proprietorship or joint venture with dealers

the fourth stage is the complete direct marketing system (branch company). At this stage, the enterprise cancels the sales channel of dealers and directly establishes a branch operation market

before the transition to "full direct marketing" in the channel mode of almost all architectural coating enterprises, it is inevitable that they have to face two core problems: first, how to find suitable distributors or secondary distributors; The second is how enterprises can help them develop the engineering market after finding a suitable dealer or secondary distributor (this article does not cover the retail market of architectural coatings for the time being). The terrible thing is that enterprises often only solve the first problem, and even some enterprises can't solve this problem well; As for the second question, many enterprises can't do anything if they think "it's the dealer's", or if they have ideas. In short, the opportunity that architectural coating enterprises could have won competitiveness in channel construction may be lost if they are not willing to do so. So, how should architectural coating enterprises solve these two problems

first, how can an enterprise find a suitable dealer/secondary distributor

what does the right dealer mean to the enterprise? The right dealer is like the right wife. She may not be very rich (average economic strength), not very beautiful (ugly, not obvious, not dew), not hot power (social relations are OK, but not enough to call the wind and rain), not a prominent position (medium influence in the industry), but she is a person who understands life (always doing business in a down-to-earth manner), A person who has the same ambition and hobby with you (the business philosophy is more consistent with the enterprise), a person who can stay together for a long time (pay attention to long-term interests and want to grow together with the enterprise), a person who is loyal to you (willing to form a solid strategic alliance with the enterprise), and a person who goes all out to support your career (devote all his energy to helping the enterprise do a good job in the coating engineering market). And what do excellent architectural coating enterprises expect dealers to do? Expect dealers to set up a special coating engineering marketing department; Expect them to take the initiative to expand the coating market; Expect them to be related but not completely dependent; Of course, they are also expected to be consistent with the long-term business philosophy of the enterprise. Unfortunately, most of the background conditions of the owners of traditional paint shops who could have directly developed into dealers are far from the expectations of the enterprise. At present, the vast majority of these practitioners are people with relatively low cultural quality. They have completed the original accumulation of funds by relying on the rapid growth of the building materials industry. The past successful experience of

tells them: you can still make money by waiting for a rabbit! Some people realize that it will be difficult to go on like this,

but they are worried that the money they have earned through hard work will be lost accidentally, so most of them choose to be content with the status quo, or wait for another opportunity to earn huge profits... In short, they have no confidence to take risks. In addition, some individuals or enterprises are also usually considered as potential prospective customers. They have the following characteristics:

: or they have good social relations; Or be able to digest some architectural coatings through their own projects (decoration companies,

Builders); Or it is the management functional department of the construction industry; Or people who often deal with construction projects but have not done construction

paint business. Importantly, they basically did not rely on pure market-oriented means to develop the experience and ability of coating engineering

market. Therefore, once such prospective customers become dealers, if they can't get the support and guidance of the enterprise, there will be many congenital deficiencies. Only when the enterprise knows these can it nip in the bud: as dealers, it is necessary to have a good social relationship, but a simple relationship is unreliable. Because relationships need money to maintain,

others can compete for your relationship with more money, resulting in an increase in public relations costs; On the other hand, dealers with strong social relations tend to condescend, feel good about themselves, and lack respect for architectural coating enterprises

what's more, it not only manages your products, but also the products of competitors. More importantly,

now more and more party a selects architectural coating suppliers through public bidding: they can use this method

to get rid of various relationship pressures (such as director general relationship, mayor relationship, governor relationship); At the same time, they are also worried that because they take the benefits of

"Craig nikrant, head of the special engineering materials business department, said at the time of release that Fei may no longer be able to justifiably ask the construction party to ensure the quality of the project. Finally, because the poor quality

project gathered the domestic retired and scattered elite of scientific and technological experts, they were short of money and even jailed. Therefore, if you only make a fuss about relationships, I'm afraid the result will be to steal

chicken and erode a handful of rice. After all, the dealers' own "digestion" ability is limited. The biggest problem of dealers developed from decoration companies and construction companies is that they only paint buildings for their own projects, and rarely spend energy on developing other painting projects to promote and digest architectural coating products, so it is difficult to achieve large sales in the end

At present, the retail and wholesale market is also facing many challenges, and the distributors developed from customers familiar with the retail and wholesale industry are not satisfactory. Architectural coatings are semi-finished products. Buying good architectural coatings does not necessarily guarantee good coating effect. Rational bulk buyers of architectural coatings no longer go to paint shops obediently as before. They not only need to buy

architectural coatings, but also need high-quality construction services. Therefore, most people have begun to outsource the painting project to

decoration companies to ensure the painting effect. Their habitual thinking of buying architectural coatings in retail stores is challenged

on the other hand, when mainstream architectural paint brands (such as ICI and Nippon Paint) consolidate the same

of the traditional channel of paint shops, they began to promote the main battlefield to Party A, Party B, the supervisor, the construction party, the construction site of large-scale construction projects, and even the Design Institute, the land and Resources Planning Bureau and other places. In this way, the competitive front of architectural coatings is no longer limited to the zero

sales and wholesale channels, but extends to the upstream public relations channels. It is certainly difficult for businesses that rely solely on retail and wholesale to develop. Then, is there really a qualified dealer in the market for enterprises to choose? Yes, at least two types of customers can develop into dealers. One is that the current conditions fully meet the requirements of the enterprise. The number of such customers is very small, and many enterprises want to find them as dealers, so his requirements for enterprises are very high. This requires enterprises to come up with market plans and practical actions that can impress dealers, otherwise it will not succeed. Another category is that the current conditions cannot fully meet the requirements of the enterprise, but they have a very advanced business concept and want to grow with the enterprise. Other basic conditions are appropriate. Such customers can eventually become excellent distributors through support and help. But the reality is that it is almost difficult for enterprises to find suitable dealers. According to the

investigation of some architectural coating enterprises, the main reasons for not finding a suitable dealer are shown in two aspects:

1. The enterprises lack long-term planning and cannot afford the due. In recent years, there have been many brands in the architectural coating market, with wars everywhere and fierce competition. The waiting dealers who have been used to "selling products" have felt great pressure to survive, and the backlog of products is common. The inevitable law of the market makes the marketing of architectural coatings change from the simple sales of products in the early days to the current service marketing. However, some architectural coating enterprises are still playing the role of former suppliers of products, and their service functions have not been fully realized. Therefore, the dealers are impressed that you are just a simple product provider, and you will not be really responsible for whether I can sell them. Dealers refer to themselves as "raising

mother", which means: your children are raised by me, and you are not responsible at all for their success. This short-term behavior of enterprises has failed to arouse the interest and enthusiasm of suitable "adoptive mothers", and there is nothing to be surprised if they cannot find a suitable dealer

2. The marketing personnel did not grasp the strategies and methods to find a suitable dealer. Some enterprises have realized the importance of finding suitable dealers, but the marketers who are responsible for finding dealers lack methods and strategies to perform their duties, and enterprises generally only pay attention to marketers

Copyright © 2011 JIN SHI