Analysis of 8 Trends in Terminal Sales of Coatings Industry

The current market competition in the paint industry is fierce. Other brands in related industries have also extended to the production and sales of paints. The terminal market of the paint market has been complicated. However, new paint brands that grasp the characteristics of the industry have clearly positioned the brand and the terminal display system. Differentiation, training a strong brand Yiqijuechen, once into the industry on the strong performance. The development of the paint industry in these years continued to grow and mature, and made eight major trends in the end-user sales of paint.

1, cross-line brand advance paint industry

More household appliances or related industrial brands will enter into the kitchen industry. Once the brand grasps the characteristics of the industry, the training, branding, service, and efficient management system of household appliances will be brought into the kitchen and will play a strong role in the future for a long time. Power is a force that cannot be ignored.

2, grasp the key to the success of paint brands

The control of the first and second-tier cities will be the key to the success of the brand. In a number of first-tier cities, the strong performance, in order to emphasize the single-store operation quality as the goal, intensive cultivation, brand awareness, reputation continues to increase. By entering the first-tier cities from the premium markets, mature models in Shanghai, Beijing and Guangzhou, and then entering the second-tier cities from the frontline, it is very easy to succeed. Because the popularity of first-tier cities is high, it is easy to form good radiation for the second-tier and third-tier markets, and can replicate successful sales models in second-tier cities. Brands that have not yet issued strong voices in the front-line or mainstream markets will gradually become second-tier and third-tier brands, and may even lose their core competitiveness.

3, the development of large paint flagship store

Big stores have become inevitable. Nowadays, major brands and excellent industry distributors have realized the importance and importance of large stores, and constantly look for suitable locations for flagship stores, supermarkets, and experience halls. At the same time, more brands are on the 120-200 store, just like the development of the brand. The potential of the brand cannot be reflected. The development idea is small scale and the growth is slow.

4, paint terminal sales emphasizes integration

Terminal sales of products will no longer be the focus of the introduction. Terminals will place greater emphasis on kitchen integration solutions, namely, real consultant sales. In addition to products, brand appeal will gradually be reflected, and designers will be the key to signing orders. Where When shopping guides talk about paint products and brands, they are too watery, and the ability to sell paint products seems to be very strong. However, the contents of explanations are all that can be said in shopping mall paint shops. These contents can easily be copied and plagiarized in the products and brands themselves. When there is no advantage, the shopping guide is inflexible and easy to copy. A shop is often destroyed immediately because of a shopping guide. In addition to the shopping guide itself, there is no system warning.

Designers will be the key to signing orders. They say that product guides already have a lot of professional knowledge, but the designers' positions are more professional. Nowadays, the designers of various specialty stores are designers of drawings, and they will only produce drawings and renderings. There is a lack of ability to explain the plan to the owner. This is a very good breakthrough point. The survey found that it is easier for the designer to obtain the approval of the owner because the design is more professional and the owner is more likely to be convinced. .

5, attach importance to service

Who pays attention to after-sales service, who can get orders. The paint industry is a custom industry. The characteristics of semi-finished products and the involvement of a large number of human resources determine the characteristics of the industry as a typical service industry. For manufacturers, do a good job of products, less problems, control product quality and delivery time, that is, for distributors to serve the good, dealers will be able to do a good job of consumer services, pre-sale, sales, after-sales Full range of relationships with customers.

6, to create a solid kitchen paint model display

The decoration of the exhibition hall will gradually transition to "What You See Is What You Get". In the terminal performance of the exhibition hall renovation is based on the actual layout of the kitchen, the model display design, that is, each type of cabinet display seen is actually simulated by the local kitchen units.

In this exhibition hall, consumers feel the overall paint that is closer to the real kitchen. The concept of WYSIWYG sales has quickly gained the approval of the owners through the simulation of the galley display in the showroom. It is closer to the real kitchen and the model seen can be bought directly. The sales results can be imagined.

7, paint brand value single store profitability

In the process of attracting investment in the national market, the paint brand will shift its focus to paying attention to the profitability of single stores. Currently, the single paint shop's operating capability is not satisfactory, so some industry-recognized “paper tigers” appear. They seem to be very strong. In fact, the profitability of a single store is poor, the national market is scattered, there is no key market, and the market structure strikes and breaks. Some of the regional strong brands will gradually decline, and some will continue to lead the strong market. Because the foundation is solid and will continue to establish its own core competitiveness in the dominant market, this type of paint brand has a successful model. It has high requirements for single stores and slow investment promotion, but it can better grasp every new store and input the models one by one. Many markets entering the local area will be able to enter the top 3 of local sales within six months, showing a strong development potential.

8. The "soft power" of store management becomes a necessary condition for success after opening a store

Many paint distributors and manufacturers believe that a strong shopping guide in a store will be able to seize a large number of orders. With the homogenization of paint brand products, the competitiveness of the product itself is gradually weakening, and guide shopping often finds out when explaining paint products. Two years ago, when we explained the routines to the present day, we could not completely get orders quickly. Why? They are also pondering over the reasons. The reason is that the consumers had heard similar basic similarities in other stores, and thus completely lost the " The need to listen to it, this problem also appears in many mature industries, how to do?

Through the overall service improvement, the staff's first-class and efficient team management is to create the core competitiveness of the store itself. Only by establishing its own core competitiveness can the store be kept alive forever and it can achieve sustainable management. Through motivating and improving the team's combat effectiveness, through regular meetings to accurately match information, communicate in a timely manner, through the training to enhance the overall quality of the store, and then get the company and the staff of common progress, the current soft power in the paint industry is basically lacking in shaping, a large number of stores Focusing on hard power has always made little contribution to the shaping of soft power. In the next period of time, the construction of a complete paint brand for the Internet will put a lot of effort into improving the overall competitiveness of dealers and stores, and has already established a brand for the first time. Dealer Academy, to enhance the overall quality of dealers, and keep pace with the brand.