Coating companies attract investment and get lost

According to the authority of the State Council Development Research Center data show that in China, the number of small and medium companies accounted for 98% of the entire number of companies, new jobs for the Chinese contribution accounted for 85%, accounting for 75% of new products, 65% of the patents of invention, GDP 60% of the tax and 50% of the tax revenue, so whether it is employment, innovation, or economic development, small and medium-sized companies are very important.

Today, the development and growth of small and medium-sized paint companies are facing more and more severe forms, and many paint companies have even faced the test of survival. Among the many reasons, investment difficult is a very important reason, Imagine, no matter how good the quality of goods produced, but no dealer, no goods can quickly into the stores and consumers meet, to talk about sales, without mentioning the growing ? So what is the reason that caused small and medium-sized paint companies to attract investment difficult?

1, the product positioning is not enough differentiation, no unique product is the source of everything, as long as there is a clear market positioning in line with consumer needs of the product can be recognized and accepted by consumers. In fact, many small and medium-sized paint companies just briefly imitate the famous brand, the so-called "cottage civilization." Whenever a brand is successful, there will be a number of small paint companies quickly imitate, or even "stealing truth". Such as "Jiangmen Dabao", "Foshan Dabao", "China Resources New Generation", "Nippon Home Furnishings", "Haier's Symphony Paint", "China Resources Century King", "China Resources Love Jiamei", "Colorful China Resources", "Run" "Paint", "Italian China Resources", "Haier Latex Paint", "Hong Kong Dulux", "Nippon State", "Guangde Flower King", etc. 傍 Brand Name 2 Brand Power is not enough even if small and medium-sized paint companies seriously Commodity, but because the company does not have a reputation, the product does not have brand power. Although there are advantages in terms of price and policy, in the market environment where the homogeneity of commodities and the competition are becoming increasingly intense, investment promotion is still appropriate and difficult.

3, no systematic approach planning planning many small paint company in the introduction of goods did not seriously think of ways how careful planning, start shopping malls that point, which way to start, what type of distributors to recruit, but if I could find As long as the customers can pay for the shipment, many shopping malls have no follow-up service guidance. Many dealers only "singlely die." When the mall is started again, many problems remain. The network development is even more difficult.

4, no mature marketing team because of the small size of the company, immature various conditions, difficult to recruit outstanding industry-store sales staff, many towns small and medium companies send sales staff that is even after short-answer training "feet on the field," the The peasants, the author did not mean to belittle, but professional things or the need for professional people to do a good job.

5, shopping malls policy less attractive because small companies often do not paint the mall department more professional consulting firm can not afford, it is difficult to have a true professional, attractive investment strategies and ways to expand the program, a common investment policy that is "Wild twenty" and so on.

The reason has been found, then the direction of improvement has also been found, but the actual improvement process is not an easy task. We must think about the actual situation of the small and medium-sized paint companies, and can not simply put on paper. The actual situation is: Small and medium-sized paint companies also want to create advertising quickly brand, but no money can not afford, small and medium-sized paint companies also want to recruit outstanding talent in the industry, not the boss to give up or refuse to pay, but The recruits were unable to stay and the team was not stable.

So for the above reasons, what is our actual improvement?

1. Make your commodity brighter. The commodity is the origin of everything, and the famous brand is also made from the famous product. The measure of whether or not the product has the power to compete is not whether it is the brand but the product. Whether it can meet the unique consumer needs of consumers, and thus the primary task of small and medium paint companies to attract investment is to make their own products have differences in satisfaction, so that the unique selling point of their own products so that dealers brighten up, let consumers Brighten up!

2, so that dealers believe your product will become the future of the brand is not a brand can build up overnight, brand building is a systematic project, small paint company's brand product although there is no force, but there should be a set of brand promotion The plan should allow dealers to really feel that, after a few years, your products will become brands. Of course, this plan is not an empty idea, but a step-by-step approach to fully considering the company’s existing resources. plan.

3. The planning method of scientific planning has already been mentioned above. Because the small and medium-sized paint companies face a large number of blank shopping malls, the temptation to build the mall network due to the pressure of survival and rapidity, as long as customers are willing to pay for goods, usually Will not be rejected, but the realization has proved that this can not bring good results to the expansion of the company's mall network, many things is not fast. Because most small and medium-sized paint companies are relatively small and have limited resources. Therefore, I suggest, in the process of expanding the route strictly adhere to the "gathering" strategy, that is, first to the location of the company's malls base camp, will be fully gather the company's existing resources, the formation of competition in the local mall advantage, build "** based on the "fast made influential local brand, on this basis, then to" evidence-based "as the center, expanding the radius of the circle will gradually expand the network of shopping malls! so as to ensure the success of the development of the mall as much as possible!

4, excellent marketing team to create a stable recruit and retain qualified personnel has been a big problem for small and medium companies of the paint, then paint small companies how to retain excellent talent it, I propose to proceed (1) from the following aspects Depicting a competitive compensation system!

In the final analysis, salary is one of the most important factors. If you want to recruit suitable talents, you must be willing to pay a relatively competitive salary. As the saying goes, “There must be a brave husband under heavy rewards.”

(2) To let people see a lot of excellent real good talent in addition to the company's future vision thinking that salary is more important is whether the company's future look to have more room for development, the company is not afraid of being small, afraid the company did not want to Bigger, better and better.

(3) Fully authorized by the guidelines. Many small and medium-sized paint companies also paid high salaries, and talents were also introduced. This can be mistrust. In actual work, artificially setting many “elbow” results in The imported talents cannot truly devote themselves to work, and ultimately choose “depressed” to leave. The correct approach is to fully authorize within the scope permitted by the Guidelines. The so-called "users are not suspicious of suspects".