In the past two years, the market share of various brands in the paint market is not in an absolute monopoly position. Simply relying on traditional sales routine sales, it is more difficult for coatings to further expand market share. Only innovation can increase market opportunities. Looking at the history of the paint industry, we can see that the paint industry is experiencing the progressive development of quality, technology, service and brand. With the fierce market competition and the continuous improvement of the quality of consumers, companies are constantly seeking new and innovative services. It will be one of the important factors for products to attract consumers.
Selling products rather than selling services emphasizes "services" and is the common slogan of the paint industry in recent years. In the industry, there is a sentence of “seven-point construction of a three-point paint.†Even if your product quality is better, if the construction is not closed, then the quality of the paint cannot be realized at all. In the homogenized China paint market, the quality difference between similar products is actually very small, and it can be said that the service will largely determine the quality of the product.
With the increasingly rational consumer consumption philosophy, services have become an important marketing art for today's coatings companies, and an important guarantee for improving corporate image, gaining corporate reputation, and obtaining higher profits. Paint companies provide users with high-quality, perfect services, communicate with users, exchange feelings and meticulously meet the specific needs of users. This is not only conducive to the sales of products, but also to enhance the role of brand awareness, is any advertising Can not be replaced by media propaganda.
In the current period of paint consumption, product quality and price are no longer the most important factors affecting consumers' choice of products. Instead, they are integrated services!
Market Focus Transfer – Service coatings companies need to rely on tangible elements in the various processes of marketing to make intangible and intangible service products as substantive as possible. Paint brands need to use internal physical environment, employee image, employee service behavior, external brand carriers, business information, and all other “tangible clues†to convey service features and advantages, and deliver the ability of brands to provide services, so that consumers can expect , deepen experience and form memory. These "tangible clues" appear to be insignificant, but they are very likely to affect the ultimate decision-making of consumers.
The service is intangible. Especially in the coatings industry, the quality of service is often difficult to measure. Even measurement may be delayed (painting quality evaluation takes some time). This requires paint companies to improve user perceived value through effective management of services before, during service, and after service. Making intangible services "visible" means not only "speaking good services" but also "make good services" so that your services can be seen, perceived, and passed on. The tangible service can be achieved in three ways:
1. The pre-service tangibility should allow consumers to feel the services the company is about to provide for a long time before purchasing, for example, designing a home experience hall, displaying classic service cases, establishing a painter's club, etc. The tangibility of service products is to differentiate service quality, change intangible services into tangible services, and enhance consumer perception of services.
2. The tangible service provider in the service process refers to the employees of the enterprise who are in direct contact with the consumers. The service quality and character, words and deeds, and the methods, attitudes, and attitudes of contact with consumers will directly affect the service marketing. The realization. In order to ensure the effectiveness of service marketing, companies should provide training for employees to standardize their services so that they can understand the content and requirements of the services provided by the company and master the necessary techniques and techniques for service to ensure the services they provide and the services provided by the company. The goal is consistent.
3, after the service of tangible companies can have more customers who have used the product to do regular visits, this stage is as important as the previous two stages. The first two steps are good for consumers to have memories, and the third step is to engrave a good corporate image in the minds of consumers, and to step back and say that even if problems are found during the visit, they can be greatly improved if they can be remedied promptly. To restore the image of the company in the minds of consumers. "Post-service" plays a vital role in improving the reputation of the company and enhancing its brand reputation.
Xiao Bian's follow-up paint industry service competition has become more and more important to the company's attention. To really lay a good “service brand†and to develop good service marketing, we must firmly establish the “customer first†business philosophy and use this as a basis. The basic principles for adjusting the organizational structure and operation of the enterprise.
Paint market pressure blows product service into market highlights
In 2011, the paint companies experienced various pressures and changes. First, due to the impact of the upstream property market, the market has experienced a certain shrinkage. Second, the homogenization of products is serious and the market is fiercely competitive. Third, inflation expectations and the continuous increase in materials, logistics, labor, and other costs, each company feel the pressure, are and actively seek the road of transformation and upgrading.