Analyze the marketing characteristics of the paint market to avoid misconduct

There is no doubt that the kind of "expert marketing" that regards consumers as professional and excessively professional, will mean a marketing disaster for paint companies - when it takes a lot of manpower and material resources to spread However, a lot of “invalid information” that consumers do not understand can be imagined.

The so-called erroneous actions stem from misperceptions and paint marketing must avoid misconduct. We must firmly grasp the following characteristics of paint marketing:

1. Consumers are always laymen;

2. Information that consumers can accept and understand is simple, popular, and intuitive information;

3. Effective marketing must be marketing that consumers can accept and understand.

The paint industry's marketing has been accompanied by a variety of rational criticism. However, when many companies are lagging behind the market because of reason, we need to doubt the rationality of this rationality. In the past, when someone offered up the marketing banner of “CCTV advertising + celebrity endorsement + national exemption inspection”, some people jumped out and shouted out loudly, and dubbed these marketing tactics as “three strokes of paint marketing”, which was a big disdain.

However, what is "unfortunate" is that companies that have a clear competitive advantage in today's market are also companies that have succeeded in smashing these three axes. Later, as more and more paint companies became aware of the situation and were preparing to catch up, some people stood up and shouted that China's famous brands, national exemptions, and well-known trademarks had devalued, and the hesitant companies continued to sink in wait-and-see.

Actually, CCTV advertisements, celebrity endorsements, national exemptions, and similar Chinese famous brands, provincial brand names, well-known trademarks, top 500 brands, 30 national brands, and 20 Shanghai boutique paints are certainly not relevant to the paint itself in the eyes of rational professionals. However, in the eyes of consumers, these are exactly the strength and quality performance. Therefore, it is difficult to make up for the gap in the competition caused by overly rational reasons for the paint companies. Paint companies must admit that this is the marketing of the paint industry.

The so-called “professional” point of view can clearly explain the problem and show that it has excellent professional strength. However, it can express information in a non-professional way, with simple, popular and intuitive information. It shows superb marketing wisdom. The facts have fully proved that only by truly taking the perspective of consumers and thinking about our problems in the way that consumers think about problems, our marketing ability can show true high efficiency.