Industrial wear-resistant epoxy floor paint industry has gone through the rapid development process of more than 20 years since the reform and opening up, creating a beautiful scene of flourishing flourishing flourishing flourishing floors。 At the same time, the industrial wear-resistant epoxy floor paint industry has gone through the rapid development process of more than 20 years since the reform and opening up, creating a flourishing flourishing flourishing flourishing flourishing flourishing flourishing flourishing flo At the same time, the growing maturity of industry wear-resistant epoxy floor paint industry has also made the dispute in the floor market white-hot。 Advertising war, brand war, promotion war and other marketing means make the floor industry smoke。 The severity of market competition in the flooring industry has left many flooring enterprises in a state of perplexity: some recent personnel adjustments, some marketing system changes, and the transformation of Tegu Company。 The "black iron era" of the flooring industry has arrived。
_According to Greek mythology, the Black Iron Age is a relatively chaotic era. Morality, ethics and knowledge have entered a very low level, and war has spread everywhere. This is in line with the current situation of the paint industry.
The coming of the "Black Iron Age" has brought about two new trends for the growth of a flat brand, especially for emerging brands。
First, the market environment is highly mature, and the space of horizontal marketing and vertical marketing is more subdivided. The scope of competition is wider, the content of competition is deeper, and the degree of competition is more intense. We can clearly see from the competition behavior between brands that the single-dimensional competition means such as "price war", "advertising war" and "promotion war" commonly used by flooring enterprises are being replaced by three-dimensional competition means such as "supply chain competition", "customer loyalty competition" and "strategic network competition".
Second, the cost of brand growth is rising。 Here can be divided into two levels to understand, one is the increasing number of brand media, unit media costs continue to rise, such as floor paint enterprises Baidu promotion costs are huge, investment less than profit。 The media effect is declining because of the high degree of information congestion。 Moreover, media coverage of emerging brands is generally cold-handled (in addition to advertising or advertising cooperation); second, the cost of access continues to climb。