Analysis: How do paint distributors become bigger and stronger marketing channels?

Paint dealers wanting to become bigger and stronger in channel marketing must consider the following two aspects before entering the paint market:

1. What kind of marketable products are needed in the market? What specific brands should be targeted for? What business objectives should be achieved? A good dealer must maintain a firm confidence in the brand of products he runs, and can't easily be disturbed by those brand-name and cottage products. At the same time, brands with a little bit of popularity and influence will make franchise requirements for their dealers and will not allow them to operate multiple brands with similar strengths at the same time. Therefore, distributors should focus on the operation of a certain brand, set some goals that are available after hard work, and lead their team to continuously achieve these goals within a predetermined period;

2. How to cultivate your own business team and keep the market firmly in hand? In most cases, paint companies will send out some salespersons to assist the dealers' channel marketing activities. However, it should be noted that the manufacturers' support can only play a role in coordinative sales. The real leader in this market should be the dealer's own business team. If dealers have not always been able to create a business team that can control the regional market, once this market is done, manufacturers no longer need to work with you. By that time, the dealers would have completely lost their bargaining power with the manufacturers, and the best outcome would have been to become a cheap wage earner and regret it was too late. Therefore, when dealers start their operations in the market, they must first consciously abandon the idea of ​​short-term fast-paced or overnight riches, establish and improve their own marketing system, and make the market mature, deep, and thorough.

Paint market is an opportunity everywhere, but it is also a step-by-step risk. In order to realize the dream of channel overlord, the core of differential value is far from enough, and dealers must conduct comprehensive planning and packaging for themselves. A successful plan must not only include long-term, medium- and short-term strategic planning, but also specific implementation plans for each activity. The benefits of doing so are also obvious: 1. Complete planning is not only a negotiating bargaining chip for manufacturers, but also gives the company a good impression with great vision and strong planning ability; in addition, a good plan can attract manufacturers to follow Your thinking goes, increase your support to you; 2. Complete planning is the product of market research, which can reflect the input, promotion, output, effect analysis and other information, so as to achieve targeted; 3, complete planning can lead The team's efforts toward the same goal are the team's program of action and confidence guarantee.

The essence of planning lies in its forward-looking nature. Therefore, paint distributors should do the preliminary work well: 1. Detailed market research and analysis, especially for listing investigation. A special research team was established to conduct in-depth research on the development of the industry, distribution channels, and terminal stores. In-depth direct consumer sites, face-to-face interviews with consumers, the use of SPSS statistical analysis software to analyze the survey data, in order to obtain accurate and effective product consumption information. 2. Target target consumer groups and consumer sites, and analyze the difficulty and means of use of the two batches of development according to market data and their own resources. 3. Formulate detailed sales policies, pricing strategies, promotion programs and rebate policies. 4, design and produce the necessary advertising and product promotion materials, and develop a detailed media strategy. 5, to the sales team for a comprehensive system of training work, do not blindly go into battle. 6. Establish and improve logistical support and service agencies to assist marketing activities throughout the process.

In the specific implementation stage, the distributor should do several aspects of work according to the results of the previous work:

1. Formulate a reasonable price strategy. Taking the local consumption level as a reference, a comprehensive consideration of living standards, purchasing habits, expected income, ****, cultural traditions, and consumer orientation and other factors will be adopted to formulate a price system that includes the second batch and terminal retail prices;

2. Analyze the target channels and formulate operation methods in a targeted manner. Analyze the length, flatness, pros and cons of various channels, focus on the distribution rate, the sensitivity of information communication and the difficulty of market management, etc., so as to develop targeted operation methods for different goals;

3, preferably selected to enhance the implementation of the terminal. Different terminals occupy different positions in the dealer's strategy. The distributor should screen the terminal based on its strategic planning and market conditions in combination with its own control capabilities, determine excellent terminals and focus resources and energy on market operations. Establish a marketing database in an excellent terminal and share it throughout the entire system to understand customer needs in a timely manner. At the same time, dealers should use the manufacturers' resources they can mobilize to support excellent terminals, guide the development of specific businesses, provide overall solutions for their long-term development and practical needs, and build them into a banner in the team.

4, distribution, focusing on timely follow-up. A wide variety of paint products, almost every manufacturer will have several major series of products on the market at the same time, dealers can not be a large number of goods on the same product at one time. Therefore, the work of distribution and follow-up work is extremely important. It is necessary to achieve: short cycle, high speed, sufficient military strength, and wide coverage; at the same time, it is necessary to establish a scientific work flow, sum up work results in a timely manner, and reasonably arrange work plans.

5, to ensure the necessary support for terminal maintenance, improve the service system. Terminal is not only a sales platform, but also a window to enhance brand image through product display and service level. The necessary supporting work for the terminal's daily maintenance must be in place, such as product packaging, accessories, promotional materials, promotional gifts, auxiliary display products, product display methods, and the neatness of the paint shop. The after-sales service cycle of paint products is generally long, which requires the dealer team to maintain a sufficient sense of service. On the one hand, it is necessary to patiently answer the questions and solve the problems in installation and use. On the other hand, it is necessary to follow up in the long term and solicit feedback from users for product or sales and management improvement.

In short, dealers must remember to grasp several principles in self-planning: 1. Accurate positioning, including target customers and their own advantages; 2. Differentiated competition, to avoid taking the old road in the promotion; 3. Brand strategy, not just choice What brand is more important is how to be your own brand; 4. It is necessary to do what is right, and every step of the investment and return must have a clear concept; 5, detailed, needs time, place, input, effects, etc. Comprehensive analysis, so that interlocking, stable and stable.

For the paint industry distributors, the channels sustain all their rise and fall and their disgrace. Although every distributor who wants to accomplish something in the business sea will have a dream of channel overlord buried in his heart, how many people actually found their own direction? A distributor who does not know how to plan is at best a vendor's supernumerary salesman. Each successful dealer must have excellent self-planning capabilities. Only in this way can we embark on a road of opportunity and risk in the same market, successfully grasp the right to speak on the channel and achieve the dream of overlord.