With the gradual emergence of the main consumer groups after the 1980s, as the middle class becomes more and more large, the Chinese paint market has become irreversible from the general consumer to the small-scale consumption. In the future, the paint market will become more and more popular. For small and medium-sized paint companies that occupy most of the Chinese paint industry, it would be difficult to make markets like big brands. However, the diversified consumer demand for products also brings opportunities for the development of small and medium-sized paint companies that advocate innovation.
From the shortage economy to the small-scale consumption of paint, it can be said that in the era of economic shortage, consumers are thankful that they can provide products that meet the basic needs of customers. In the era of mass consumption, as long as there is a product better than “counterfeit and shoddy†products, as long as there is a brand name that is more secure than a no-name product, as long as it is inexpensive and can be successful, it will become a well-known big brand.
However, new challenges and opportunities arise when the entire society shifts from mass consumption to small-scale consumption. Those large companies that win with economies of scale can easily be replaced or even eliminated if they fail to make the transition in time and adapt to the needs of the minority era. For those small and medium sized SMEs, the arrival of the small-minded era is a golden opportunity. The small and medium-sized paint companies with innovation as their core competitiveness have hopes of becoming future stars.
Small and medium-sized paint companies niche market marketing breakthrough small and medium-sized paint companies how to grasp the small-scale business opportunities in the era? How should we start marketing different from large companies? We may wish to look for breakthroughs in the successful development of small and medium-sized enterprises from the following four dimensions.
1. The thinking mode The so-called thinking mode is how coating company managers view the market, how to look at the future, where to start, and where to end. The normal thinking order of ordinary people is "starting point - path - end point". The result must be where to go, where there is no clear goal, no assessment criteria, and no detailed plan. Everyone was pulling their heads down and no one looked up at the road. Entrepreneurs felt tired. The employees could not see hope, they did not know the future of the company, and they did not know their future. The correct order of thinking should be "end point - starting point - path", that is, first make clear the end of the company in the next 3 to 5 years, describe it clearly, and then look at how far you are from the current situation and goals, and find the difference. Then according to the target to configure the appropriate resources to make up for their own short board. Only in this way can we “see from the back†and let everyone work hard for “the same dreamâ€.
2. Brand positioning Brand positioning refers to how paint company managers view their products and brands, that is, what kind of unique impressions their brands want from consumers, and learn to look at problems from the perspective of customers. Many companies understand brand building as brand promotion, thinking that as long as “playing a fate†advertises, they will become well-known brands. This kind of thinking is correct in the era of mass consumption. As long as you have the courage to advertise, you can become a well-known brand if you dare to use limited funds (even borrowed money) for advertising.
In fact, in the era of small-scale consumption, popularity is no longer the key to winning or losing. Brand positioning is the prerequisite for success. If a brand cannot have a "unique concept", if it can't be imaged in the mind of the target customer, it would be difficult to stand out from the crowd in a noisy environment without moving a simple and concise slogan to impress customers. It should be noted that today's Chinese paint market is already a product and brand that is extremely rich. It is no longer a seller's market. In the field of architectural coatings, almost all product categories are very crowded and the competition is getting fiercer. Therefore, in the era of niche, brand positioning has become a threshold for all small and medium-sized paint companies to cross. With positioning, you can do more with less. If you do not have a position, you will lose half the effort.
3. Business Strategy The so-called business strategy is to clearly describe the growth path of the company in the coming years, that is, how to achieve the long-term goal of the company, and how to do it in order to have a clear brand positioning. Therefore, the strategy is not to talk about what to do, but to talk about how to do it. There must be specific methods of operation, work processes, standard tools, personnel arrangements, financial analysis, and supervision mechanisms. Many people misunderstood the strategy and thought that there are strategies for companies to set targets. As a result, many small and medium-sized paint companies think that their own companies have strategies. In fact, there is no strategy at all. The strategies in their minds can only be regarded as goals and ideas, and they are the materials and raw materials for strategy formulation.
4. Product Innovation Product innovation is based on the needs of target customers to create value. It is not what companies do what they like to do, but they stand on the target customer's position to see what potential customers have and what unmet desires they have, so that they can bring great value to target customers through product innovation. The satisfaction of this is "altruism," that is, innovation is to help customers solve problems and create value for customers.
Under the guidance of the "altruism" principle, the paint companies will certainly work hard to understand the target customers, observe the target customers, see what puzzles they have, what are the desires that have not been met, and how they can help customers. Of course, "altruism" is not about charity. It is about doing business at a higher level and higher level. It is the key to sustainable development. Only in this way can we win respect from customers and society, and wealth will naturally accumulate.
Small and medium-sized paint companies must be “prophetic†and be ready in time to stay ahead. At the same time, only small and medium-sized paint companies that truly understand the concept and connotation of minority-mindedness are likely to “fight small and big wins.†"Strong" has become the winner of the future Chinese paint market.
From the shortage economy to the small-scale consumption of paint, it can be said that in the era of economic shortage, consumers are thankful that they can provide products that meet the basic needs of customers. In the era of mass consumption, as long as there is a product better than “counterfeit and shoddy†products, as long as there is a brand name that is more secure than a no-name product, as long as it is inexpensive and can be successful, it will become a well-known big brand.
However, new challenges and opportunities arise when the entire society shifts from mass consumption to small-scale consumption. Those large companies that win with economies of scale can easily be replaced or even eliminated if they fail to make the transition in time and adapt to the needs of the minority era. For those small and medium sized SMEs, the arrival of the small-minded era is a golden opportunity. The small and medium-sized paint companies with innovation as their core competitiveness have hopes of becoming future stars.
Small and medium-sized paint companies niche market marketing breakthrough small and medium-sized paint companies how to grasp the small-scale business opportunities in the era? How should we start marketing different from large companies? We may wish to look for breakthroughs in the successful development of small and medium-sized enterprises from the following four dimensions.
1. The thinking mode The so-called thinking mode is how coating company managers view the market, how to look at the future, where to start, and where to end. The normal thinking order of ordinary people is "starting point - path - end point". The result must be where to go, where there is no clear goal, no assessment criteria, and no detailed plan. Everyone was pulling their heads down and no one looked up at the road. Entrepreneurs felt tired. The employees could not see hope, they did not know the future of the company, and they did not know their future. The correct order of thinking should be "end point - starting point - path", that is, first make clear the end of the company in the next 3 to 5 years, describe it clearly, and then look at how far you are from the current situation and goals, and find the difference. Then according to the target to configure the appropriate resources to make up for their own short board. Only in this way can we “see from the back†and let everyone work hard for “the same dreamâ€.
2. Brand positioning Brand positioning refers to how paint company managers view their products and brands, that is, what kind of unique impressions their brands want from consumers, and learn to look at problems from the perspective of customers. Many companies understand brand building as brand promotion, thinking that as long as “playing a fate†advertises, they will become well-known brands. This kind of thinking is correct in the era of mass consumption. As long as you have the courage to advertise, you can become a well-known brand if you dare to use limited funds (even borrowed money) for advertising.
In fact, in the era of small-scale consumption, popularity is no longer the key to winning or losing. Brand positioning is the prerequisite for success. If a brand cannot have a "unique concept", if it can't be imaged in the mind of the target customer, it would be difficult to stand out from the crowd in a noisy environment without moving a simple and concise slogan to impress customers. It should be noted that today's Chinese paint market is already a product and brand that is extremely rich. It is no longer a seller's market. In the field of architectural coatings, almost all product categories are very crowded and the competition is getting fiercer. Therefore, in the era of niche, brand positioning has become a threshold for all small and medium-sized paint companies to cross. With positioning, you can do more with less. If you do not have a position, you will lose half the effort.
3. Business Strategy The so-called business strategy is to clearly describe the growth path of the company in the coming years, that is, how to achieve the long-term goal of the company, and how to do it in order to have a clear brand positioning. Therefore, the strategy is not to talk about what to do, but to talk about how to do it. There must be specific methods of operation, work processes, standard tools, personnel arrangements, financial analysis, and supervision mechanisms. Many people misunderstood the strategy and thought that there are strategies for companies to set targets. As a result, many small and medium-sized paint companies think that their own companies have strategies. In fact, there is no strategy at all. The strategies in their minds can only be regarded as goals and ideas, and they are the materials and raw materials for strategy formulation.
4. Product Innovation Product innovation is based on the needs of target customers to create value. It is not what companies do what they like to do, but they stand on the target customer's position to see what potential customers have and what unmet desires they have, so that they can bring great value to target customers through product innovation. The satisfaction of this is "altruism," that is, innovation is to help customers solve problems and create value for customers.
Under the guidance of the "altruism" principle, the paint companies will certainly work hard to understand the target customers, observe the target customers, see what puzzles they have, what are the desires that have not been met, and how they can help customers. Of course, "altruism" is not about charity. It is about doing business at a higher level and higher level. It is the key to sustainable development. Only in this way can we win respect from customers and society, and wealth will naturally accumulate.
Small and medium-sized paint companies must be “prophetic†and be ready in time to stay ahead. At the same time, only small and medium-sized paint companies that truly understand the concept and connotation of minority-mindedness are likely to “fight small and big wins.†"Strong" has become the winner of the future Chinese paint market.
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