Against the market, the paint business how to fight a turnaround?
"Plain" is probably the hottest words of the home market. As the home improvement of the last part of the paint industry is not spared, although the major paint brands have adopted promotional price cuts, fought and other commercial channels to achieve breakthrough, but still failed to change the bleak industry status quo. In the last two months of 2014, taking advantage of the golden season of the decoration season, the paint industry will have a slight climax chance, under the adverse trend, the paint business how to fight a turnaround?
Opportunity 1: to win the "double eleven" electric business carnival war
Right now for the major paint companies, the recent one "holiday" is the day cat's "double eleven" carnival. From the 2012 Lynx 1111 shopping carnival of 19.1 billion turnover to 2013 35.19 billion yuan in history, I believe no one will underestimate the "double eleven" marketing magic. For most of the paint brand, "double eleven" is the last of this year's main battlefield.
In response to the "double eleven", paint companies have also introduced preferential measures, some brands even launched the "double eleven" special for. Such as the security oak (oak) paint, the original price of 499 yuan / square meter of paint in the "double eleven" as long as 225 yuan / square meter. And the elephant elephant "double eleven" special contribution - F4 star environmental protection composite paint Shuangqi oak series as long as 82 yuan / square meter ....
To the current data, from the October 15 days before the start of the sale of cat, several major paint brand sales is also a good sales. Such as the elephant F4 star environmental protection enhanced composite paint Shuangqi oak series, to the present has 16,953 people to accept the book, real estate to the solid wood paint sales have reached 11370 copies, Shun Oak (oak) paint has been 9953 people Accept the reservation.
"In November is also a home improvement season, generally many families are submitted in this month, for the double eleven, Anxin also launched an oak paint, from the current point of view, sales in the coating category is also very front, I believe that the sales of the eleventh day will be better, "Anshun paint vice president back to Xiao Wei told reporters.
Opportunity 2: escape the traditional section of the model to promote industry consumption concept
5 anniversary celebration, 10 anniversary Thanksgiving feedback ..... In the paint industry and the whole home building materials industry, the festival is not a fresh marketing tool. But few companies can make an annual holiday.
In this year's November 15, the elephant coating launched the first annual festival of paint - the elephant universal paint day, when the scene will be launched at the alarm price only for this event special custom special models and celebration version, From the function or price will give customers a special offer.
According to reports, the festival as the main reinforcement of the paint and three solid wood paint, will be corresponding to the door, kitchen, wardrobe and other products, to create a big home concept. The elephant intends to make this festival the largest festival in the paint industry, will be the second in November each year after the second day as a universal paint day, not only the introduction of preferential products, but also from the industry point of view, advocate new paint solid wood Consumption concept.
"The National Coatings Day will be in the paint industry after 11 a big climax," Shengxiang Group Co., Ltd. Marketing Manager Wang Xiaoyu on the National Coatings on the impact of the paint industry is very confident, "11 Time in the absence of active adjustment of the rhythm of the time when the statue made a good sales performance, this time we take the initiative to adjust the rhythm, I believe that than the 11 sales of 30% -40% growth.
Opportunity three: to product innovation for market space
If the double eleven and the new self-section will bring the coating industry to the climax of the stage, then create a personality, innovative products is undoubtedly the paint market to maintain a climax or not the biggest weapon of low tide.
Although most of this year, most of the paint business sales bleak, but there are a small number of brands continue to record, sales rose. How do they do it in reverse?
"Brand no matter how good and then ring, but also rely on product support, no good product is to win the market," Shengxiang Group Co., Ltd. Marketing Manager Wang Xiaoyu concise that the elephant every year in product development efforts, there will be The introduction of many foreign technology, from the source of the substrate to the manufacturing technology, one by one for the originality of the product escort.
Ankang paint vice president back to Xiao Wei that the personality of the paint products, and hold the high-end paint market space will be the paint industry out of the adversity of a life-saving straw. "I said the
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