Strong paint brand investment needs a vision

After nearly a dozen years of development in China, the paint industry has achieved remarkable results. However, there are few brands that can really compare with Nippon and Dulux in the Chinese paint market. The well-established China Resources has also been acquired by Valspar. There are also many domestic brands that have mature business mechanisms and market plans. Annual sales also increase year by year, but the growth rate has not been large. It is difficult to become a leading company in the short term. The reason for this analysis lies in the sales channels. One is that the agents are not well-controlled.

At present, China's paint market is still not mature, the agent threshold needs to be improved by the paint industry, the pressure of competition, the overall point of view, the current investment standards for paint companies in China is low, many companies are purely for investment promotion, the qualifications of the application for the business agent There are quite a few considerations, and some SMEs may even enter into cooperative relations with others as long as they apply for an agent and pay for it. This kind of oversight is very undesirable.

Investment promotion is the channel expansion mode that most paint companies are doing. The direct purpose of investment promotion is to allow products to enter the local market, but the ultimate goal of investment promotion is to extend the brand's sales channels and ultimately obtain benefits. Business investment must be considered from the long-term perspective of the development of the enterprise, and it cannot be satisfied with the immediate advantage.

The dealers of a brand in one place are usually one or two. Then the image of the two dealers is the image of your brand in a certain place. A substandard agent destroys your brand image and makes thousands of local people. Tens of thousands of potential consumers have lost information on your brand. The paint brand needs to be bigger and stronger, and it must be far-sighted on the investment promotion link, improve the access threshold of the agents, and strictly inviting business to the first level.