At present, the situation in the domestic coating market is rather grim, and many unfavorable factors are brought together, resulting in a drastic reduction in the profits of most paint companies and difficulties in their survival. Although it is about to enter the renovation season, but for the paint market, the prospects are still not clear, "the winter is still in", the industry development, market outlook is confusing. Faced with such dilemma, how to deal with paint companies?
First, it is necessary to consolidate the foundation of the enterprise and improve its ability to manage its business. Because paint is a labor-intensive product, its access threshold is relatively low, and knowledge and technical content are not required to be high. It is precisely because of this that a few years ago, the Chinese economy developed rapidly. The prosperity of the market has given birth to a large number of paint companies, and it is precisely for this reason that bosses who do not understand management are accustomed to the “probably†and “probably†“language-style management methods†and only see companies busy all day long. However, some digital things such as production costs, marketing expenses, unit output, gross profit, net profit, etc. are never known.
This situation will not be a problem if the paint market is "a red one." However, once the country's economic control and the upstream market are in recession, there will be problems in the operation of paint companies. In order to survive and gain a place in this increasingly fierce market competition, the only way is to allow companies to change from "language-style management" to "macro-style management," and every boss and administrator must learn to use numbers. The saying goes through figures, seeing the cost of the business, seeing the costs of the business, seeing the profits of the business. To achieve profits, we must learn to improve the coating company's business management capabilities.
Second, we must adhere to the brand-oriented, enhance the ability to integrate brand resources Market competition is fierce, store rental is high, many paint companies that are ready to do a brand will be back down, terminal customs clearance, compression compression, some brand-name companies It began to turn to pure production companies.
A paint brand, in order to stay green in the market, must have the ability to deal with market risks. In other words, when the market goes well with the water, your brand is doing a good job, when the market is low, your brand is still able to persevere, and constantly blaze new trails. Only paint brands that have undergone market baptism can be called real brands.
What coating companies do is to increase the brand's ability to integrate resources. It is necessary to re-plan the current market, change the original strategy of comprehensive expansion, and adopt the principle of “concentrating on strength and attacking one point†and attach importance to the development of local markets. For this reason, the paint companies should close down the terminals with poor business performance and actively withdraw from markets where strategic positions are not important and where there is little potential. In the marketing process, we must also remember that “doing everything in a row, sharing a smile, enmity and hatredâ€, that is to say, try not to treat your peers as enemies, not to compete with your competitors and even vicious competition. Under the circumstances, we must also have the abandonment of resentment and cooperation.
Third, we must adhere to the people-centered principle and build an excellent marketing team to be people-centered. This is a slogan advocated by every coating company. However, once the market is low and business operations are difficult, many coating companies begin to use “cost saving†as their reason. Reduce the salaries of marketers, reduce commissions, eliminate bonuses, and even dismiss some marketing staff.
Marketers should say that they are first-line fighters in paint companies. They go all the way to the market and every move in the market. They are not only the most clear, but they are also the ones who suffer the worst sales because of poor sales. This method will not only inspire their morale but will only worsen things. When the market is in adversity, paint companies must learn to do the ideological work of marketers, tell them the market prospects, give them an analysis of the advantages of enterprise development, and tell them that he is also the "master" of the company and must strengthen their Confidence, reshaping their marketing ambitions.
Of course, at this time, paint companies must increase their investment in learning. Through continuous learning, they must help their own marketers keep up with changes in market conditions and teach them how to respond to market changes. Marketing personnel who have experienced wind and rain with the company will definitely bring about a turnaround for the company and help the company achieve sustainable development.
Fourth, it is necessary to train a good financial staff. Although the role of financial personnel in paint companies is getting bigger and bigger, many small-scale farmers’ entrenched paint owners and managers of small and medium-sized enterprises are not aware of this. In his mind, the financial staff is still only some ordinary staff who calculate accounts and issue money. Actually, face-to-face accounting and money making are just the most basic financial tasks. The most important function of finance is through its budget, accounting and monitoring, etc., to rationally regulate the flow of corporate capital, and achieve the most reasonable match of corporate resources. When difficulties arise, the financial regulation will become more obvious.
Fifth, to increase the scientific and technological content of products "science and technology enterprises" has become an indisputable fact. Increasing the scientific and technological content of paint products can not only provide consumers with the most comfortable and perfect products, but more importantly, after applying for patents, it can also effectively prevent “plagiarism†and change the current situation of “style similarities†on the market and enjoy exclusive A certain market share. However, paint companies must adhere to one principle, that is, they cannot launch “paint products†that only have names but actually change their skins for “marketing gimmicksâ€. Once this happens, although in the short term it will win certain consumers, the ultimate company may lose all consumers.
Six, to improve their own information integration channels At this time, information is much more important than ever. The paint market is changing too fast and consumer demand is also changing rapidly. Enterprises must have their own information integration channels. This channel may include consumer dynamics, product development, and may include adjustments to regional products, but the most important point That is, paint companies must have efficient reaction mechanisms, whether terminal, R&D, production, or circulation, warehousing, etc. What needs to be emphasized is that to establish this integration channel, the paint business owner or a specific high-level must personally participate in, personally supervise, and even use some high-tech things.
Each paint company has its own response method for each company. Deng Xiaoping once said, “Whether it is a white cat or a black cat, it is a good cat that can catch the mouse.†In fact, the same is true for paint companies, as long as they allow companies to Surviving in the "winter" and generating a steady stream of profits is worth promoting and learning.
First, it is necessary to consolidate the foundation of the enterprise and improve its ability to manage its business. Because paint is a labor-intensive product, its access threshold is relatively low, and knowledge and technical content are not required to be high. It is precisely because of this that a few years ago, the Chinese economy developed rapidly. The prosperity of the market has given birth to a large number of paint companies, and it is precisely for this reason that bosses who do not understand management are accustomed to the “probably†and “probably†“language-style management methods†and only see companies busy all day long. However, some digital things such as production costs, marketing expenses, unit output, gross profit, net profit, etc. are never known.
This situation will not be a problem if the paint market is "a red one." However, once the country's economic control and the upstream market are in recession, there will be problems in the operation of paint companies. In order to survive and gain a place in this increasingly fierce market competition, the only way is to allow companies to change from "language-style management" to "macro-style management," and every boss and administrator must learn to use numbers. The saying goes through figures, seeing the cost of the business, seeing the costs of the business, seeing the profits of the business. To achieve profits, we must learn to improve the coating company's business management capabilities.
Second, we must adhere to the brand-oriented, enhance the ability to integrate brand resources Market competition is fierce, store rental is high, many paint companies that are ready to do a brand will be back down, terminal customs clearance, compression compression, some brand-name companies It began to turn to pure production companies.
A paint brand, in order to stay green in the market, must have the ability to deal with market risks. In other words, when the market goes well with the water, your brand is doing a good job, when the market is low, your brand is still able to persevere, and constantly blaze new trails. Only paint brands that have undergone market baptism can be called real brands.
What coating companies do is to increase the brand's ability to integrate resources. It is necessary to re-plan the current market, change the original strategy of comprehensive expansion, and adopt the principle of “concentrating on strength and attacking one point†and attach importance to the development of local markets. For this reason, the paint companies should close down the terminals with poor business performance and actively withdraw from markets where strategic positions are not important and where there is little potential. In the marketing process, we must also remember that “doing everything in a row, sharing a smile, enmity and hatredâ€, that is to say, try not to treat your peers as enemies, not to compete with your competitors and even vicious competition. Under the circumstances, we must also have the abandonment of resentment and cooperation.
Third, we must adhere to the people-centered principle and build an excellent marketing team to be people-centered. This is a slogan advocated by every coating company. However, once the market is low and business operations are difficult, many coating companies begin to use “cost saving†as their reason. Reduce the salaries of marketers, reduce commissions, eliminate bonuses, and even dismiss some marketing staff.
Marketers should say that they are first-line fighters in paint companies. They go all the way to the market and every move in the market. They are not only the most clear, but they are also the ones who suffer the worst sales because of poor sales. This method will not only inspire their morale but will only worsen things. When the market is in adversity, paint companies must learn to do the ideological work of marketers, tell them the market prospects, give them an analysis of the advantages of enterprise development, and tell them that he is also the "master" of the company and must strengthen their Confidence, reshaping their marketing ambitions.
Of course, at this time, paint companies must increase their investment in learning. Through continuous learning, they must help their own marketers keep up with changes in market conditions and teach them how to respond to market changes. Marketing personnel who have experienced wind and rain with the company will definitely bring about a turnaround for the company and help the company achieve sustainable development.
Fourth, it is necessary to train a good financial staff. Although the role of financial personnel in paint companies is getting bigger and bigger, many small-scale farmers’ entrenched paint owners and managers of small and medium-sized enterprises are not aware of this. In his mind, the financial staff is still only some ordinary staff who calculate accounts and issue money. Actually, face-to-face accounting and money making are just the most basic financial tasks. The most important function of finance is through its budget, accounting and monitoring, etc., to rationally regulate the flow of corporate capital, and achieve the most reasonable match of corporate resources. When difficulties arise, the financial regulation will become more obvious.
Fifth, to increase the scientific and technological content of products "science and technology enterprises" has become an indisputable fact. Increasing the scientific and technological content of paint products can not only provide consumers with the most comfortable and perfect products, but more importantly, after applying for patents, it can also effectively prevent “plagiarism†and change the current situation of “style similarities†on the market and enjoy exclusive A certain market share. However, paint companies must adhere to one principle, that is, they cannot launch “paint products†that only have names but actually change their skins for “marketing gimmicksâ€. Once this happens, although in the short term it will win certain consumers, the ultimate company may lose all consumers.
Six, to improve their own information integration channels At this time, information is much more important than ever. The paint market is changing too fast and consumer demand is also changing rapidly. Enterprises must have their own information integration channels. This channel may include consumer dynamics, product development, and may include adjustments to regional products, but the most important point That is, paint companies must have efficient reaction mechanisms, whether terminal, R&D, production, or circulation, warehousing, etc. What needs to be emphasized is that to establish this integration channel, the paint business owner or a specific high-level must personally participate in, personally supervise, and even use some high-tech things.
Each paint company has its own response method for each company. Deng Xiaoping once said, “Whether it is a white cat or a black cat, it is a good cat that can catch the mouse.†In fact, the same is true for paint companies, as long as they allow companies to Surviving in the "winter" and generating a steady stream of profits is worth promoting and learning.
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