The paint market is constantly changing and unpredictable. The deserted property market has not stopped the industry for a moment. Expo wars, environmental wars, technology wars, price wars, event wars . Looking at the turbulent development of the entire industry, channel competition runs through it, and there is no sign of letting up.
The relatively lagging channel development model of the paint industry
Industry insiders believe that the development of coatings is relatively late compared to electrical appliances and other companies. In addition to traditional dealer channels, there are also problems in the selection of stores in the coatings industry. There are some debates about whether large-scale stores should be settled. There are different opinions depending on the size of the company. The substantive problem is that the channel construction in the paint industry is not like that of electrical appliances, which has formed a relatively mature model. , the monopoly position of large electrical appliance stores such as Suning and Gome determines that electrical appliance manufacturers can only gain market share by entering.
However, the channels in the paint industry have not reached such a monopoly position. Therefore, there is a debate in the industry about whether to enter large-scale stores. In addition, the particularity of products in the coatings industry also restricts some companies from entering large stores. Paint is an after-sales product, and after-sales issues must be addressed by the manufacturer on-site. If there is no comprehensive dealer network in the local area, blindly entering large-scale stores will not survive in the long term.
At the same time, this characteristic of the coatings industry also determines the obstacles for the coatings industry to develop new channels. The author understands that some large paint companies have already intervened or will soon intervene in e-commerce. However, the development of e-commerce requires marketing outlets in various places and relatively complete after-sales service capabilities. Therefore, many companies do not have the ability to expand new channels.
The battle for channels has never stopped
According to the author’s understanding, when it comes to the construction of traditional channels, each company’s methods are different. Some companies choose to cast a wide net and cultivate emerging agents. Over a period of time, After the inspection, the fittest will survive. This selection method may find real gold in the sand, but it may also result in costs that are too high and create a negative impression of the brand image in the minds of consumers. More companies may choose to merge and choose among some mature agents and use the channels of other brands for their own use. This is a more trouble-free and labor-saving approach, but at the same time, companies should also be loyal to dealers. generate some degree of doubt.
During the visit, the author found that some large-scale brand companies, in addition to vigorously expanding traditional channels and expanding market share, have also begun to get involved in new channels and increase their exposure to new technologies. Channel promotion efforts; of course, there are also manufacturers that find new ways to build personalized channels.
Channels are king, quality companies win at the terminal
Industry insiders believe that the paint industry has relatively low barriers to entry and there are many workshop-style production chains. Under the test of the market, paint brands will continue to survive and the fittest will continue to survive. The model of the entire industry will become more mature, and the brands and quantities of paint companies will also be continuously optimized. In an era where channels are king, the author believes that companies that can stand out in the stimulating market competition environment must choose the most appropriate channel construction method based on the company’s own characteristics, whether it is consolidating existing channels or developing emerging channels. , are all one of the development strategies of enterprises.
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