How can small and medium-sized coating enterprises counter attack
how can small and medium-sized coating enterprises counter attack
but the new super performance materials have honeycomb microstructure March 19, 2015
[China coating information] after years of development, the coating industry has now had a number of famous brands, but behind these large enterprises, more small and medium-sized coating enterprises are active. Indeed, the emergence of small and medium-sized coating enterprises has enriched the coating industry market to a certain extent, but this is very challenging for small and medium-sized coating enterprises themselves. Because although small and medium-sized paint enterprises are easier to manage, their ability is relatively weak in many other aspects. In December 2017, small and medium-sized paint enterprises need to have a good understanding of themselves, see their shortcomings, and focus on the main force to overcome difficulties if they want to have a long-term foothold in the market
the marketing of small and medium-sized coating enterprises is not awesome
the difficulties faced by many small and medium-sized coating enterprises are not at the production level, but how to sell, that is, marketing. Indeed, relatively large-scale coating enterprises can comprehensively present their brand image by participating in large public welfare projects, making micro films, sponsoring TV programs, launching road shows, and placing TV advertisements, so as to achieve the results of advertising and promote the marketing of anti-corrosion equipment, sealing materials, and pump valve bushings. However, for small and medium-sized coating enterprises, under the heavy pressure of the continuous rise of raw material costs and the gradual pressure of national environmental protection policies, they fall into a vicious circle of products that cannot be sold, which can only reduce the funds in advertising, and finally show that the marketing of small and medium-sized coating enterprises is not "awesome"
with weak marketing resistance, can small and medium-sized coating enterprises only survive in the cracks under the attack of large enterprises? There is an old saying called "die before you die". Small and medium-sized paint enterprises in marketing difficulties can survive as long as they have ideas. Indeed, it can be seen from time to time that small and medium-sized enterprises staged the myth of "loser counter attack" in the history of marketing. Back to reality, although there are not many small and medium-sized coating enterprises that can achieve reversal, they often have their own advantages, which are worth learning from
recognize their own disadvantages and overcome the shortcomings of large enterprises. Identification and testing methods of universal material testing machine
first, small and medium-sized coating enterprises should recognize their own advantages and disadvantages. Many small and medium-sized coating enterprises are inevitably confused under the impact of the market. When they don't know how to deal with it, if they can know the whole market situation, industry situation and marketing situation through testing or consulting, they can have a definite goal, develop their strengths and avoid weaknesses, avoid their own weaknesses and weaknesses in marketing, give full play to their market advantages, and strive for more and better marketing breakthrough opportunities
secondly, in the environment closely surrounded by the products and marketing of large enterprises, small and medium-sized paint enterprises must start to overcome the weaknesses of large enterprises if they want to break through. The demand of consumers is always rising, and this is the opportunity for small and medium-sized enterprises. Enterprises need to grasp the dissatisfaction of consumers with large enterprises, improve and upgrade products, or develop new generation products, which is the basis for marketing to break through and reverse
finally, if large enterprises have a huge marketing system, it is difficult to cover and occupy the market share of all regions, and its weak areas are the marketing areas for small and medium-sized coating enterprises to break through. Just like now, more and more coatings begin to pay attention to the rural market, but all of this has just begun to layout inventory. Small and medium-sized enterprises have plenty of opportunities to fight back. In this regard, small and medium-sized enterprises should do a good job in these areas first, Establish a solid marketing base, and then extend the marketing area to the periphery. Of course, it is also necessary to develop strengths and avoid weaknesses. Small and medium-sized enterprises should try not to compete with large enterprises in terms of marketing area selection, and avoid face-to-face strength confrontation, otherwise they are likely to be "slagged in seconds"
in general, in the context of the relatively sluggish paint market, small and medium-sized paint enterprises should have a sense of crisis, and need to improve their products and services through the right medicine to break through the marketing siege of large enterprises