Explore: How small and medium-sized paint companies conduct online marketing

Closer look at the development of domestic paint brands, major brand wars filled with fireworks, in order to win the forefront of the brand status of the industry, business promotion strategies full range of tricks, a variety of concept warfare, celebrity endorsement warfare, corporate public relations campaign, promotional warfare unprecedented fierce. In this non-smoking war, many small and medium-sized enterprises have rapidly grown up through the development of the Internet web2.0, and they have grown and matured, leading the trend of the industry.

There is no doubt that the Internet integration and dissemination agencies have played a pivotal role in the Internet's war of smoke and are well known in the home building materials industry. It planned the marketing plans for such companies as Bardez Paint, Yating Low Carbon Paint, Huitong Health Paint, and Mickey Children's Paint, which promoted the rapid development of the company and drove the paint industry. The road to Internet transformation. Today, planning to discuss with you the development of Tu Enterprise Network Marketing.

First, from the concept of war analysis of the paint industry concept war, the market can see a variety of green paint, health paint, low-carbon paint, health paint, children's paint, wedding room paint, space paint, etc. in the sale, the concept of war has become One of the core strategies of the paint industry brand competition. It has been observed that since the three trees entered the online brand promotion, a total of at least five concept paints have been launched. Since the beginning of 2006, they have launched health paints, and then the marriage room paints, double-lacquer paints, and gods-made paints have been launched. "Space paint" concept paint. The introduction of a variety of concepts unique paint, make eye-catching, causing consumer demand, three trees in recent years quickly occupied the paint market.

Conceptual warfare reflects both the enhancement of the function of the paint function and the further subdivision of the paint market. Observations can be found that following the launch of professional children's paint by Heshan Mickey, the children's market was isolated. Later, Dulux, Nippon and other international brands have also launched children's paint to divide up the children's market; In addition, Huitong health lacquer is the first paint to introduce health function, adding negative oxygen ions has a certain health function, this paint is caused by a The health care audience has a wide range of concerns. In less than one year after Huitong Sanitary Lacquer was launched, various trends such as AUTH's health-care lacquer appeared to promote the development of health-care paint. In the industry follow-up and public awareness of the health paint continues to deepen, but also Huitong paint companies step by step to the public, brand effect highlights, get more and more attention.

Indeed, conceptual warfare never ceases. The main reason is to seize more and more demanding market consumer psychology and adapt to the needs of consumers. To create a concept to adapt to consumer demand for the enterprise, paint is the company's cutting-edge sword, to play a very important role in opening up the market.

Second, from the celebrity endorsement warfare analysis In addition to the concept of warfare, the celebrity endorsement is also a common method for paint companies to promote strategy. In recent years, Mei Tushi invited Jiang Wenli to endorse, Jia Lishi invited Li Bingbing to speak, Huitong paint invited Wu Jing to speak for an end, Bardez asked Dai Cun to endorse, Tailai Paint requested Guo Donglin to speak for the end, Desert Oasis Paint invited Yin Xiangjie to endorse, and Apple Paint requested child star Alpha to speak. , Yating paint requested Zhou Haimei endorsement, Fu Xiang paint requested Lin Miaoke endorsement. Coating companies use the popularity of stars to increase the awareness of new products among the audience, promote product sales, and stabilize their position in the industry.

Third, from the public relations war analysis In recent years, leading paint companies are keen on large-scale public relations activities, causing the industry to follow suit. Nippon Paint's "Coloring for Love," Dulux's "let's colors," and Huarun Paint's "Global Design Culture Tour". The long period of major public relations activities lasted for a long period of time (China Coatings Online), bringing more hype topics to the company and continuing to follow and establish an industry leader. Under the public relations campaign of the paint industry, the greater the activity, the more it seems that the company's strength is reflected. Many paint SMEs are daunted by the high expenditures of large-scale public relations activities. However, they are still eager to try out various small-scale public relations activities. They make big fuss about target cities, refresh nursing homes, and brush up various regional public welfare activities such as kindergartens. Brand.

Fourth, the development of enterprises to break through the road Although the above-mentioned marketing road has made many companies have achieved great success. However, in recent years, the strategy that has been adopted has not been to attract everyone's attention and the effectiveness of publicity has become increasingly limited. Concept warfare, celebrity endorsement battles are also becoming more and more aggressive, and the industry is following the trend with swift and violent attacks. It has become increasingly difficult for companies that have not yet taken up cheating. Companies that already have creative concepts and clearly endorsements turn to public-relations marketing. However, under the oppression of the social environment and operating pressures, it has been difficult for some small and medium-sized enterprises to pay a huge amount of public welfare public relations fees, making the development of enterprises stagnant.

Relatively speaking, the painter's network marketing strategy is still relatively conservative, and companies generally oppose the alternative way of dissemination, and refuse to use hype to win people's attention. The promotion methods of enterprises are relatively single. The main methods are mainly hard advertisements, public relations of news media, word-of-mouth promotion, and less innovative marketing. In this context, how to find marketing breakthroughs and stand out from many paint companies is a major obstacle for coating companies.

Since the rise of micro-blogs, many Internet social media platforms have been relying on texts, breakthroughs, videos and other forms of expression to attract audiences through creative novelty and humorous feelings of the content, and to promote the autonomous collection and sharing of advertising content by the audience. Discussing even the second creation is a breakthrough in the development of a new type of online marketing model that triggers the interaction of netizens and forms viral transmission.

As we all know, the very secret of Durex in 2011 was a "pregnant" event that interacted with the textbook. One was the Durex overshoes event on June 23 in Beijing. These two incidents reflect that creative marketing should have a keen grasp of instant scrutiny of relevant vocabulary and hot spots of the day. In the implementation, we can use the fun as the core to get the spread. However, supporting marketing promotion is not just a joke. It still requires the traditional advertising theory, and it still requires solid strategic thinking and clear creative direction.

In some respects, success can be replicated, such as learning how others succeed. If you just use other people's stuff, if you don't have innovation and change, then it may be a joke. On the road of marketing for paint companies, continuous exploration, continuous thinking, and innovative ideas are kings.