Recently, some paint companies have considered selling their plants, and the uncertainty behind the sale of factories reflects the uncertainty of the future.
In the short term, this uncertainty is manifested in anxiety, paint sales are reduced, and in the long term, the performance is confusion, the market environment has changed greatly, and the means of competition are also changing.
How to deepen the existing users, improve comprehensive capabilities, and adapt to market changes is the source of anxiety for industry professionals.
01
Short-term anxiety Long-term confusion
The biggest pain point in the coating industry is the downturn in the real estate industry and the decrease in demand for house decoration.
For enterprises, the difficulty of customer acquisition is the biggest pain point at present. Due to the current paint market with many brands and fierce competition, the cost of customer acquisition continues to rise, and different customers have different needs for coatings, and the requirements for quality, brand, performance and other aspects are also different, it is difficult to unify marketing strategies and effectively meet customer needs.
The golden age is a thing of the past, and new business opportunities and cycles are yet to emerge, leaving many dealers feeling uncertain.
For many dealers, the short-term anxiety lies in the fact that the goods cannot be sold, and it is more difficult to make money; the long-term confusion lies in not knowing how to transform, how to live better, what is the means, and where is the direction?
In the past two years, many dealers have felt not a chill, but continuous anxiety and endless confusion. Because, earning money and surviving, the two problems are the problems in front of all practitioners, and they must be solved at the same time to have hope and a future.
Under the visit and analysis of the coating business, the current dilemma faced by many paint dealers is not only the superficial phenomena of business decline and shrinking profits, but also the confusion and powerlessness of the future development path and business competition.
It is worth noting that for paint dealers, short-term market fluctuations and declining profits, although they have brought some economic pressure, are not a fatal blow. What really makes them feel pain and anxiety is that they can't see hope, when will they be able to get through, how to find ways and means to adapt to market changes and continue to make profits? This uncertainty about the future and the sense of confusion about the transformation have become a heavy burden on their hearts.
02
How to deal with it now
In the face of this short-term anxiety and dilemma, how should paint dealers deal with it?
For veteran observers of the coatings industry, this is actually a process that tests the patience and resilience of dealers. In the short term, fluctuations in performance and declining profits are inevitable, but the key is to find their own advantages and cut into the incremental market. At the same time, we must strengthen our confidence and respond to market challenges by improving our own strength, optimizing business strategies, and strengthening teamwork.
"Staying up" has become the consensus of many dealers. Those who can persevere and constantly improve themselves can finally stand out and become winners in the market. Therefore, for paint dealers, short-term anxiety is not terrible, the key is to find a solution and move forward firmly.
Of course, in the first-line market, dealers also have to have means and methods, and they can't lie down completely.
One is staring. It is to keep an eye on the actions of the head enterprises and merchants, and they will quickly keep up with what they do, and the test is the sensitivity of the merchants to the market and the response speed of their peers, and finally take the initiative in the channel of homeopathy.
The second is to keep. Actively participate in various activities and competitions in the market, do a good job in the reserve of a series of resources and capabilities such as products, promotions and services, wait for opportunities in the local market such as house repair and renovation of old houses, and rely on real efforts and good luck to seize the opportunities in the stock market.
03
What is the solution to the long-term confusion?
How to solve the long-term confusion of the industry?
At present, many practitioners in the coating industry see the hidden worries of the industry, the short-term good or bad is not to worry, but what to do in 2025, and the next three years of long-term operation, competition and development, and how to deal with it? According to Goldman Sachs' forecast, China's real estate industry is expected to stop falling in 2027.
To put it bluntly, some companies and dealers, can they still see the sun in 3 years? This is the most important thing.
Facing the future, there are roughly three pain points for long-term transformation:
First, the familiar market is changing. The accustomed business environment, as well as the long-term use of competitive means, are not suitable for the current market environment and business competition;
Second, the long-term business law is changing. For example, good products, good services and good experience will definitely win the reputation and trust of users, and cannot quickly form competitiveness in the first-line market;
Third, dealers do not have the ability to adapt to new changes. Under the joint leadership of strong paint companies and retail platform providers, dealers have no autonomy and can only obey and complete the task.
The pain points in the market are reflected in two aspects:
The first aspect, the market paint in the family, the demand for building projects weakened, and is continued to weaken, everyone is looking for a way to live, to find a way, this is not a short period of time, immediately can get the answer to the thing, however, there is a direction and method, that is, businesses must deepen the stock of users, cultivate the awareness of the old user group, and enhance the "basket" ability from products, marketing to services, design and customization.
Second, many dealers in the industry are very weak, have few means, and do not have the ability to operate the market and users. In fact, some dealers who have the ability to "sell high-quality products and sell high-value" products are not living badly. This requires a large number of dealers, in the medium and long term or based on the improvement of ability, iron also needs its own hard!
Anxiety, pain, confusion and helplessness are not terrible! For the experienced paint dealers, the next thing they should do is very simple: they should continue to improve their competitiveness and coping ability, and actively participate in the market competition and the changes of the times, so as to adapt to the changes.