Coatings companies: marketing is not so moving

The pros and cons of marketing determine the breadth of the brand and determine the competitiveness of the company. Marketing is a compulsory course in various industries. The paint industry is naturally doing. With the passage of time, the marketing of the paint industry has begun to become more diversified, more and more marketing itself, and marketing will make its own personality and characteristics.

For any industry, marketing is very important for any company. Marketing is a science, and it is a practice. The ultimate embodiment of a brand is marketing. The ultimate growth of a company is marketing. The pros and cons of marketing determine the breadth of the brand and determine the competitiveness of the company. Marketing is a compulsory course in various industries. The paint industry is naturally doing. With the passage of time, the marketing of the paint industry has begun to become more diversified, more and more marketing itself, and marketing will make its own personality and characteristics.

Case Representative: The first time

On the afternoon of November 22, a “fairy-tale bus” carrying “Sripping Her Majesty” with Sirmy’s “First Time” winner visited the sports center, Victoria Plaza, and the book-selling center and other bustling business districts in Guangzhou. , accept the romantic enthusiasm of the French male god present. Smith's first owner, the Queen's finale, was hauled off by four handsome men and the slogan "Smith cabinets, the Queen arrived!" slogans accompanied by everyone's welcome, "King" being the "Queen" The French royal court welcomed the etiquette and presented a bouquet of roses to witness the gorgeous debut of the “Smi’s first honorable customer”.

It is reported that this incident was the planning and mobilization of the famous SCHMIDT brand cabinet of the leading French cabinet. Smy cabinets announced their entry into the Chinese market in July this year. On November 16th, the Guangzhou store was officially opened among their first customers. There was just such a female customer of the newlyweds, who used the Smmi cabinet as a sweet testimony of their newly married couple.

To this end, the Smith cabinet communicates with the male couple of the newlyweds and decides to bring a unique French romance to the hostess. The husband personally cooks his wife and cooks the French cuisine. Sirmi cabinets packaged French restaurants for them and specially invited top French chefs to guide her husband. He is not hesitating to hire many French male gods, professional dancers and famous camera photographers to help out the event, only to enable customers to enjoy the "Queen"-like romance and honorable service as her new wedding gift. On the day of the event, "Smith cabinet was finally exposed for the first time", "French male goddess photographed the public and presented flowers," "The fairy tale bus debuted in Guangzhou Tianhe," "The Tianhe shared important events," and "Smi Mystery Queen appeared." Other hot topics are racing out.

This event is undoubtedly extremely successful. The company's cabinets can stand firm on the honour peak of the French first cupboard brand. The strong strength and the utmost service attach equal importance, and their working philosophy of “leading every detail” lies not only in product production itself, but also in the concept of service innovation. the height of.

Case dismantling: As the name implies, theme marketing requires a theme. This theme should be easy to understand and give people a delusion. Smith's "first time" tempted the subject directly, hitting consumer stimulation points, and at the same time taking care of the needs of fans. In addition to having a good theme, paint companies need to have a complete plan on this topic, do a good job of pre-event investigation, warm-up of the medium-term activities, and implementation and promotion of later activities. Do your utmost to follow the theme, follow the target people, and ensure the specific implementation of the event, in order to finally play the effect of the theme activity, and promote the brand promotion activities.

Channel Marketing: Change Channels, Change Thinking

Case Representative: Coating Brands in Shopping Mall

In early August of this year, Sophia's wardrobe was stationed at Guangzhou Oriental Baotai Department Store and settled in Xi'an Wanda Plaza Daming Palace Store in September. Quanyou Paints is also in active contact with Wanda and hopes to settle in Wanda; Deji Plaza in Nanjing is said to have paint merchants stationed... ... In the past two years, some paint brands have begun to enter large shopping malls such as Wanda Plaza. Sophia is not the first example. As early as the time when Shang Pinzhai was established, the model for opening a store in a department store was determined. In Nanjing, Shangpin Delivery has opened its own independent stores in Hexi Wanda and Jiangning Wanda... The pattern of cross-channel marketing of paint brands has become a trend.

In an interview, Manager Wang, Manager of Shangpin Delivery Nanjing, said in an interview: “We will continue to study this mode of operation and open the store to more stores. First of all, we are the digital coatings for the whole house, and the owners can participate in the design. Wanda’s The consumer groups are very much in line with our characteristics.Shangpin Delivery is a brand that integrates more closely online and offline, Wanda's experience stores are very suitable for our business needs.In addition, department stores have a large number of passengers, and they will appear concentrated, although These customers are not necessarily our target customers, but they are good opportunities for branding and publicity.” At the same time, he mentioned that Wanda’s women have a lot of passenger traffic and they also operate at night, which is conducive to their activities and contact with consumers. Compared with the traditional store, the activity effect is much better. When asked whether there was a gap between the sales of Wanda Store and the traditional paint shop, Manager Wang said: “There is no particular comparison, but according to the current business situation, the sales of Wanda's two stores are still good.”

Case dismantling: At present, "cross-border" has become a major hot word for the coatings industry, especially in the current paint market has encountered difficulties in the development stage, paint companies want to achieve market breakthrough, but also need to use new marketing methods to seek new development . In addition, as we all know, the person who gets the channel is the world, the above-mentioned coating brands entering the shopping center is also a means of channel cross-border marketing, and each coating company makes adjustments to the company's marketing strategy in accordance with the development of the times. In this regard, the industry sources said that the traditional paint store cake will certainly be smaller and smaller, first of all, its purpose is too strong, it determines the flow of a single person. In addition, the traditional stores are too restrictive and close at 5:30 in the afternoon. However, many office workers only have time to go shopping after work and their effective business hours are too short. The impact of the Internet on traditional shopping malls will also lead to more “flights” for merchants. The success of Lin’s wood industry is an example, and more brands will follow the path of e-commerce. The great function of the offline physical store is to serve the online display. The rich customer base in the shopping center more closely matches this sales model. Whether it is a traditional paint store or a commercial store, all businesses can only have more vitality if they have developed through multiple channels.