With the increasingly fierce competition in the coating market, online sales have become more and more profitable, and provincial-level agents that were strongly supported by the original companies may turn into agents for other paint brands at any time. Therefore, many paint companies have not only focused on network sales, but have formed a development team to carry out carpet-based customer development for industrial clusters. This year, many paint companies are making concerted efforts to sink their marketing channels. Dealing with distributors and directly facing customers is an increasing sales strategy adopted by Shandong paint companies. A paint terminal battle is underway.
The fierce competition in the paint market started to cause incentives: The traditional marketing model highlights the “difficult competition in the coatings market, and the multi-level, pyramid-style traditional channel marketing model highlights the disadvantages.†Gao Daqing, manager of North China Marketing Department of Shandong Pentium Paints, said. He explained that the traditional channels and modes of circulation, dealers at all levels of price increase resulted in low product price competitiveness, and market information feedback lags behind, highlighting the phenomenon of counterfeiting, and the phenomenon of stocking is serious. After the paint companies invested human and financial resources to support dealers and open up the market network, dealers often registered similar paint brands, causing companies to suffer losses.
“The sinking of channels is an inevitable choice for enterprises to strengthen market control.†Sun Hongyuan, chairman of Shandong Qilu Paint Co., Ltd. believes that, like other industries, the market game between paint companies and distributors has never stopped.
Shandong Liandi Paint Co., Ltd. is a new high-end paint company established for 15 years. In order to expand the end customer base, the company launched the “Use Liandi Paint, Get Air Conditioning Machine†activity on June 8. This is the first large-scale free market development activity since the establishment of the plant. "The market is changing rapidly. If we want to avoid being eliminated, we must keep up with this change. What we need to do now is to innovate the sales model and make efforts in the terminal and go straight to the forefront of the market," said Dai Maozhen, manager of the company.
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