At present, China's domestic coatings industry is facing: On the one hand, it is affected by the upstream property market, and the market has experienced a certain shrinkage. On the other hand, the product homogeneity is serious and the market competition is fierce. Coupled with rising inflation expectations and rising costs of materials, logistics and labor, each company feels pressure and is actively exploring the path of transformation and upgrading.
As far as the Chinese coatings market is concerned, each brand's market share 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, and only innovation will increase market opportunities. Looking at the history of the paint industry, we can see that the paint industry is undergoing step-by-step development in terms 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 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-minute construction of a three-point paint.†Even if your product quality is better, if the construction is not closed, then the high quality of the paint cannot be realized. 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 final 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 paint consumer market, product quality and price are no longer the most important factors affecting consumer choice of products. Instead, they are integrated services!
Paint companies must intensively serve paint companies by relying on tangible elements in all aspects of marketing to bring invisible, intangible service products as much 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 tangible before the service. Consumers should be able to feel the company’s upcoming services long before they purchase, such as designing home experience halls, displaying classic service cases, establishing painters’ clubs, 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 in the service process. Service providers refer to the employees of enterprises who are in direct contact with consumers. Their service quality and personality, words and deeds, and methods, attitudes, and attitudes of contact with consumers directly affect the realization of service marketing. 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. Businesses can regularly visit customers who have already used the product. This phase is as important as the previous two phases. 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.
At present, the paint industry's service competition trend has been increasingly valued by companies. To really lay a good “service brand†and to develop good service marketing, we must firmly establish the “customer first†business philosophy and use it as an organizational adjustment. The basic principles of structure and mode of operation.
As far as the Chinese coatings market is concerned, each brand's market share 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, and only innovation will increase market opportunities. Looking at the history of the paint industry, we can see that the paint industry is undergoing step-by-step development in terms 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 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-minute construction of a three-point paint.†Even if your product quality is better, if the construction is not closed, then the high quality of the paint cannot be realized. 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 final 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 paint consumer market, product quality and price are no longer the most important factors affecting consumer choice of products. Instead, they are integrated services!
Paint companies must intensively serve paint companies by relying on tangible elements in all aspects of marketing to bring invisible, intangible service products as much 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 tangible before the service. Consumers should be able to feel the company’s upcoming services long before they purchase, such as designing home experience halls, displaying classic service cases, establishing painters’ clubs, 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 in the service process. Service providers refer to the employees of enterprises who are in direct contact with consumers. Their service quality and personality, words and deeds, and methods, attitudes, and attitudes of contact with consumers directly affect the realization of service marketing. 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. Businesses can regularly visit customers who have already used the product. This phase is as important as the previous two phases. 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.
At present, the paint industry's service competition trend has been increasingly valued by companies. To really lay a good “service brand†and to develop good service marketing, we must firmly establish the “customer first†business philosophy and use it as an organizational adjustment. The basic principles of structure and mode of operation.
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