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How should paint companies respond to the needs of brand rejuvenation?

How should paint companies respond to the needs of brand rejuvenation?

  • Categories: Industry News
  • Author:
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  • Time of issue:2021-05-11 19:27
  • Views: 60

How should paint companies respond to the needs of brand rejuvenation?

(Summary description) As the saying goes, brand is gold and marketing is silver. It can be seen that the importance of brand to an enterprise is even greater than the product itself. A good brand can make marketing more effective; therefore, almost all enterprises attach great importance to the construction and building of brands, paints and coatings. The same goes for the industry. A good brand is not just a beautiful trademark and image, but a comprehensive reflection of products and services, and the brand is not created but accumulated. There is no shortage of brands in the paint industry. Thousands of brands compete with each other. But there is a difficult problem in front of many paint companies, which is very anxious - how to make the brand younger?

  • Categories: Industry News
  • Author:
  • Origin:
  • Time of issue:2021-05-11 19:27
  • Views: 60
Information
As the saying goes, brand is gold and marketing is silver. It can be seen that the importance of brand to an enterprise is even greater than the product itself. A good brand can make marketing more effective; therefore, almost all enterprises attach great importance to the construction and building of brands, paints and coatings. The same goes for the industry. A good brand is not just a beautiful trademark and image, but a comprehensive reflection of products and services, and the brand is not created but accumulated. There is no shortage of brands in the paint industry. Thousands of brands compete with each other. But there is a difficult problem in front of many paint companies, which is very anxious - how to make the brand younger?
 
Brand rejuvenation is a task that companies attach great importance to in recent years, because the younger generation after 80s and 90s has gradually become the backbone of society, and their spending power is amazing! All the brands of eating, drinking and playing are actively moving towards the direction of youth. For example, the upgrading of old fast food restaurants such as KFC McDonald's, from brand image to store image, are all in order to meet the needs of the current young people, and the results are indeed refreshing. There is no old-fashioned sense of disobedience at all; the century-old big-name Coca-Cola has also put down its figure, started "selling cute marketing", and played "girlfriends, roommates, oxygen beauties, cat stars, Bai Fumei, natural stay, Gao Fushuai" on the packaging, etc. The text is to attract the attention of the younger generation of consumers; even Audi, an old car brand, has invested heavily in creating the A3, an affordable luxury A-class sedan, to meet the needs of the younger generation of consumers. In fact, the rejuvenation of a brand is not entirely a matter of age. Don’t think that what young people consume is a young brand. Rejuvenation is the feeling of a brand. Consuming a brand may also feel young, or this brand represents a kind of youth. This is the real brand rejuvenation.
 
How can paint brands achieve rejuvenation? At present, most paint brands on the market were created in the last century or at the beginning of the 21st century. Both the brand image and market channels are old-fashioned. Some even use some old stars to endorse, and the promotion method is still the same. Traditional media, even promotional activities, still have an "old man's taste". Do you want to attract the parents of young people and let their parents consume these paint brands for their children? Not only is it difficult to attract the attention and interest of young consumers, but even the new generation of dealers cannot recognize the old-fashioned paint brand and give up operating paint instead.
 
How to create a younger brand? First of all, there must be young people in the team, and a bunch of old men cannot sit at the conference table and discuss how to make young consumers like it. It is interesting to imagine this picture, but it is really unscientific, although the business experience of the elderly is that of young people. It is incomparable, but you really don't understand the cognition of the post-80s, post-90s, post-60s, 70s or even 50s. In fact, there is no need to figure it out; we must introduce a large number of young people into the team, and believe in them. Only by using young people's thinking and launching young people's paint products can we bring young products that truly meet the needs of the new era.
 
Secondly, in terms of marketing channels, we must actively innovate and develop e-commerce channels, especially for mobile Internet e-commerce, we must conduct in-depth research and actively embrace; 68%! If you are still making a big fuss on the PC e-commerce platform, it is really "OUT"!
 
In addition to product building, brand image, marketing channels, and teams all relying on the youthful direction, communication must also be "young", for example, learn to give up the "official website", stop discussing the "APP", but actively connect with WeChat. Do a good job in the content of official new media accounts, because WeChat has almost occupied the large traffic entrance of the mobile Internet, a large amount of information has been fragmented, and consumers' reading habits of information also almost depend on WeChat and Weibo. , and skillfully use the functions and dissemination of new media to promote younger brands and product information through new media, in order to pass it on to the younger generation.
 
Rejuvenation of the brand is not only the work of the marketing department, but a top-level project, otherwise it will be difficult to advance, for sure.

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