China New paint Online communication: Although Diatom mud Wallpapers are gradually accepted by everyone and become the favorite of home decoration, but Latex paint In modern home decoration, especially Interior wall paint China still occupies the hegemonic position. Today, let's talk Latex paint Consume things you don't know.
1、 Consumer groups of latex paint
The consumer group of latex paint. Generally, there are two groups: developers and consumers.
Developer is choosing interior wall coating They have three considerations. First, they must choose brand products. The bigger the brand, the better, because it is absolutely a selling point when selling. The second is that the price must be extremely low. In fact, the prices of interior wall coatings provided by these famous brands to Vanke, Evergrande and others are absurdly low. In the purchase system of real estate agents of these large groups, it is difficult to find ordinary SMEs. In addition, a 3-6 month account period is necessary.
Next, the developers also divided into two types of paint when purchasing. One is the simple decoration of houses in the third and fourth tier cities. They believe that 90% of the houses will be repainted after you buy them, so they coincidentally chose large Paint brand Low end products; The second, of course, is the hardbound repair room, which is the so-called luxury house, such as villas, duplex, etc. If it is fine decoration, they will choose medium and high-end products of famous brands (generally not top products, such as five in one).
The second largest group is consumers.
If you buy a house, you will find the construction team to paint it. The construction unit usually chooses to contract labor instead of materials, that is, you buy the materials yourself. Where would you buy it? The first is the exclusive store, and the second is the hypermarket. There are millions of consumers. For paint manufacturers, they are "vulnerable groups" paint At that time, it is absolutely a dream to postpone payment. However, facing tens of millions of consumers, paint manufacturers also have a headache. First, they will not buy paint again at least 3-5 years after buying it. At least the same house will not be renovated for a second time within 3-5 years. Of course, if they buy more than one house, they may continue to renovate, which is what we call "one-time consumption".
2、 Advertising and publicity function of emulsion paint
Consumers who buy paint for home decoration are almost "new every day". In the short term, don't expect these consumers to buy your paint again. If you want tens of millions of consumers to buy your paint, you can only use indirect methods to influence their decisions and choices, which is also the common method in the industry - advertising. In the minds of consumers, enterprises that do more advertising will generally affect their decisions, so the marketing of interior latex paint is about strength.
3、 Promotion of color cards
When customers want to buy latex paint, 95% will not choose white, they will choose latex paint with color, so color card is very important. You know what? You can produce up to 5000 kinds of latex paint, but if the 5000 kinds of latex paint are produced by factories, your operating costs and waste will be staggering. Because you can't control the proportion of the 5000 kinds of colors that may be sold from the day they are produced, you can produce them according to a certain proportion in advance, and eventually you will find that the number of colors that cannot be sold beyond the warranty period is frightening. Therefore, experienced latex paint manufacturers will claim that they can provide up to 5000 colors, and will prepare two sets of color cards at the same time. One is about 1000 color cards, and the other is only 50-60 color cards. In principle, the enterprise only produces dozens of colors, and more than 1000 color cards can be achieved through color mixing. Any color mixing will incur additional costs, which are much higher than the cost of mass production of these colors. So it is in the core of the enterprise. Not willing to mix colors, although they have prepared a color mixing machine for customers in the store, they can adjust these colors at any time.
In order to reduce the frequency and quantity of color mixing, our enterprises have come up with a lot of clever ways to promote the dozens of color cards simplified in their hands. Mass production is just the production of dozens of colors. All marketing and publicity, including the colors you see in advertisements, and the ones displayed to you, revolve around this, That is what we call "standard color". And among the standard colors, the five best selling colors directly determine his profitability.
Do you know how this dozens of color cards come out? As a professional producer of latex paint, you are suggested to do two things. One is to cooperate closely with big stores like B&Q and get their sales data of various types of colors in a certain period; The second is to entrust a professional market research company to do market research for you, and determine the sales proportion of each color in the past period according to the feedback, which can even be subdivided into each quarter, because the environment of different quarters has an impact on the selection of colors. What else can the research company do for you? He can tell you the difference between northerners' choice of color and southerners' choice of brand; Who makes the decision when a family buys paint; It will also tell you the habits and color preferences of the first, second and third tier buyers. Of course, you can't ignore our so-called fashion colors, that is, our trends. For example, light blue sold very well in the past year, but the current popular color has changed to light yellow, so when making color cards, you should not only consider the conclusions of your market research, but also fully consider the current popular color and the trend of popular color in the future. You must also carefully observe the trend of colors promoted by leading enterprises. If you "go against the tide", your sales will not look good.
![[Exclusive report] - Professor Zhao Shilin's special report on the Direction of Innovative Development of Architectural Coatings in China](http://www.xxtlw.com/file/upload/201706/30/17-58-26-71-3.jpg)
