Due to the rise of the real estate market boom, building materials market share also in unceasing increase, but why their sales at facing the raw material rise, consumers are increasingly selective pressure, such as small and medium-sized paint dealers exactly where, what's the road to the development of small and medium-sized dealers? The author, when chatting with paint dealers, hears some dealers complained: coating is too hard to sell these days, the industry profit is more and more low, the brand is too difficult. Reporters visited the national multiple coating market found many successful cases: a second - and third-tier brand in one market will be the dealers into the mainstream brand; A into the coatings industry to dealers can be done in two or three tens of millions of performance and so on an enviable case. Through the understanding of these cases and analysis, sums up some experience.

Careful choice brand

First-line brand to dealer choice

Market competition increasing, the coating brand in the market is various, but the real said less influential brand. How many paint brands to find accord with his needs and rise space is large, the power of brand is the need to think of each dealer. In a few years ago, most dealers are in the mindset of "cool" with his back leaning against a big tree, to cooperate with big brands. In recent years, however, with the rapid development of coatings industry, coating industry competition is escalating, first-line brand awareness and market coverage rate is higher and higher, in the same market a lot of paint shop in the distribution of the same kind of commodity, the nation, duoleshi rub up marketing store.

Paint dealers: what development opportunities?

For the big dealers, they need a line unimpeded channel brand, expand sales to get their year-end rebates; For ordinary dealers, select a line just want to use brand market popularity to the purpose of one's own development. A line of coating the threshold of the brand is very high, but they in a region will only cooperate with several big agents and dealers by their development down two or three line again. Caused the general dealers cannot direct dialogue with coatings enterprises with first-line brand, if encounter bottleneck, in the sales tend to be eliminated by the agent, dealer weak passive position, there is no voice.

Don't bring glances lower-tier brand

Relative to first-line brand, two, three line brand, brand awareness is not so high, the consumer is not very famous companies advertising the support of the respect such as is not as good as first-line brand. Paint dealers fear success is difficult to do these products, always fantasizing about whether there is some vacuum belt didn't find myself, so the revolving door in the brand. Today be a guangdong, a Shanghai tomorrow, so it is difficult to in a regional market will make the brand popularity.

What opportunities in where

Lower-tier brand although there is no first-class brand advantage on propaganda, channel laid, but the product function, the gap between the quality and premium brands is not very great, in some segment of the market, some two or three line of the brand is more advantage than first-line brand. And second - and third-tier brand in sales policy flexibility and the protection of dealers are generally do better, they in the provincial capital and other cities is a decorative materials city set up a point or an area the a point of sale, for secondary and tertiary cities differ according to enterprise's strategy of first class agents of the total agents, can be set by the secondary cities for distribution, there are many companies now has sunk to the control of channels at the county level city, a county set up a sole agent, to ensure that the interests of the agents, distributors.

So for general dealers, how to choose a suitable for their own development and local market business of the second and third tier brands as a long-term strategic partner of common development is particularly important.

Brand positioning, for cooperation

Business cooperation with many people called "fish and water" relationship, both manufacturers and merchants all hope to achieve a win-win relationship, but in fact, enterprises and dealers because of their respective positions, is opposite in many ways.

At the beginning of the cooperation, the enterprise is often want to find a powerful "big fish", with the help of businesses in a local network of contacts and influence quickly open the market; While merchants hope to rely on the "tree" grow and grow. Actually, but after a period of cooperation, the factory found that the choice of dealers is not the bigger the better, but should be suitable for enterprise development strategy and identity development mode and the enterprise culture is the best. Manufacturers when select dealers should not just assessment of the strength, but also for its goodwill, reputation, terminal network and marketing consciousness and so on comprehensive index evaluation, more important is to see if the dealers have a strong willingness. Two, three line brand enterprise after years of market operation, how to select dealers gradually established its own set of rules, the enterprise business as long as the flexible use of slightly under the terms of the merchants can achieve good effect.

But dealer work with companies tend to be tend to be passive, without a clear train of thought, and I don't know what should I do do which brand is beneficial to the development of their own, dealers for itself the what kind of positioning is to choose a good two, three line brand for long-term cooperation, or go with the flow depend on big brand to do one day at a time

The author found that, when the market visit business larger dealers often think clearly, for its advantages, disadvantages and future development goal is very clear, clear, in this way, ACTS as also appears very well organized, positive should they know what to do, or what not to do this by manufacturer to cooperate with each other to do it. But more dealers is more valued in the sight of the interests of good policy, which enterprise profit space, go with which enterprises, today the line to do this, tomorrow that enterprises improve change to do that, anyway as long as money can do everything, unprincipled, unplanned, all aimed at making money. This kind of practice, temporary may get some petty profit, but it has lost its brand loyalty and reputation, is more difficult to have the opportunity to work with some good brands in the future, dealer development poles may will become a vicious circle.

In fact, each dealer has its own resource advantage, enterprise development need to have a clear market positioning, the development of the dealers as well. Dealers may wish to list all of your various strengths, weaknesses, social relations, find the most advantage and the most reliable resources for reference, clear their own direction, and then find a suitable brand to negotiate and cooperate. Of course, in the process of selection and enterprise cooperation, also need to consider seriously the enterprise whether the overall strategic direction and you decided at the same target. Such as your resources are very abundant in the upscale furniture paint market, then you can choose a high-grade furniture lacquer to do business cooperation, we are do a good job services together and common development.

Dealers to choose manufacturers as if is a girl actually husband's family, find a suitable than any ways to find a good is more important.