With the rapid development of the Internet, all walks of life have "touched the net", and many paint companies have begun to resist and are eager to try. But for many traditional companies, it is not easy to transform and embrace the Internet. The rash action will make the company into a dilemma. Therefore, coating companies entering the Internet need to be carefully considered.
The road to the Internet needs to be cautious
The coatings industry has a broad market, and the road to marriage with the Internet has gone a long way. Most companies are still burning a lot of money, and many companies are overwhelmed. As a result, some people have ridiculed the paint industry is caught in the dilemma of "not to e-commerce and other deaths, power suppliers to find death."
The reasons behind the analysis include: most of the paint products are durable goods, and also low-frequency consumer goods, occupying a large space and relatively high cost. The product characteristics, consumer demand and purchasing habits limit the e-commerce of the paint industry; Paint consumption is an experience economy, compared to virtual online stores, traditional consumers are more assured of offline experience stores. However, embracing the Internet is the general trend. In the face of such a reality, the paint industry must first understand how to do it.
First, create a fan economy for paint brands. When Xiaomi develops mobile phones, hundreds of thousands of consumers have made suggestions; when new products are launched, millions of consumers are involved in snapping up. Xiaomi mobile phone has achieved the closeness of consumers and brands, and consumers participate in all aspects of brand development. In the Internet era, the information organization structure has undergone profound changes. The coatings industry should accurately grasp this change, increase the fan's viscosity, and promote their sharing. The main consumer of the coatings industry is gradually shifting to “post-80s†and “post-90sâ€. They generally have Internet thinking, and the coatings industry should use consumer word-of-mouth to market and spread on the Internet.
Second, online and offline benign interactions. Nowadays, some paint companies and stores are entangled in the issue of focusing on the development of online or offline, but in fact, online development and offline development are not contradictory. Online consumption simplifies the circulation of traditional consumption, which alleviates the problem of asymmetry between merchants and consumers, and helps to tap the consumption potential. In other words, the e-commerce of the mall has turned the industry from closed to open, allowing limited customers to become unlimited consumers. Consumers can choose online and then go offline. "In fact online" is to serve the offline shopping malls, there is no assessment of sales targets, only to undertake the task of assisting the development of e-commerce in offline shopping malls, is a model of "online sales, offline experience".
Once again, do a good job in logistics and service. The development of logistics is changing with each passing day, and the distribution speed and service are constantly improving. For the coatings industry, most companies have long production cycles and adopt the “sales by sales†model. It is difficult to meet the market demand of “small fast spiritsâ€. At the same time, the product volume is large. If the inventory increases, the cost will be virtual. High, it is a great challenge for e-commerce companies. The coatings industry must fully consider the above risks, optimize the distribution process, and improve service quality.
Holding group, alliance enterprise welcome machine
In addition, even if the above points are achieved, it is still necessary to develop the industry alliance and the group. At present, the paint industry has a serious battle phenomenon, and the degree of polymerization in the industry is not high. Many enterprises and distributors blindly “touch the net†and it is difficult to form a climate. To this end, the coatings industry should break through the Internet, create an influential paint O2O platform, and use the business model of “Crowdfunding + Zhongchuang†to grasp the future market.
Although the development of the Internet is the future development trend, enterprises cannot blindly embrace the Internet. They need to strengthen their own strength and prepare for work so that the future will go smoothly.
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