'New arrival' is the master key that coating enterprise marketing?

Every coatings enterprises according to their own pace of planning in a certain time to launch new products. The new coating product moves the market is a catalyst, so to speak. Today, coating numerous products on the market, competition is intense. However, new and old enterprise of new coating product launch. They even did not hesitate to use a variety of 'trick' to attract the attention of the industry. But the company has a new product is really the master key that to start a new journey? Although this year's coatings market not as hot as in previous years, but the coating still increase the enthusiasm of the launch of new products. We can also get a general idea of coatings market trends and want to grasp the direction of the company. For example, a large number of new water-based paint products, reflect the environmental protection is becoming the development direction of coating industry. In may, the heavy rain in guangdong, the strength of the new waterproof coating products to the market occupation. Shi yuzhu said: 'not a quick test for new products and sales, new product cannot slow promotion', which tells us that the enterprise should pay attention to when launch new products. Some statistics show that new product success rate of only 5% in general About 10%, in other words, 90% of new products on the market will die of ebb tide. These data a surprise. Why do so many new products not through market testing, just a flash in the pan? To sum up, new product mainly has the following method of 'death' : 1. Rough production caused by death. Through some of the smaller paint companies, technology and capital limited, thereby saving the labor and materials. The poor quality of products, form and content. This is undoubtedly 'self-harm and death'. 2. Closed-door murder. Some companies don't do market research, just meditate in the office, creation ideas, play a selling point. Since then, these products have not been recognized market dealers and consumers, either abnormally high price, or strange, completely out of the market reality, lead to die 'hate'. 3. Eager to quick success and quick profits to death. Some paint companies just want speed, ask not difficult, just think 'make money', and covet short-term interests. New products to sell in a hurry. Price, channel and promotion are completed by knock her head. However, the new product sales in the market is not well, also is not satisfactory. Usually, they are 'lost his wife and the lost soldiers' and 'die of anger'. 4. Gone with the wind blindly. There are many small and medium sized coatings enterprises to follow the market trend, no matter whether these products for you. They only care about the interests of the eyes, follow trends, and in a hurry. The result is 'short life and death'. 5. Encourage bad death. Some coatings company 'attaches great importance to the products but ignore the market', don't want to give up market investment, pale at the mention of 'expenses'. Market development is slow, often lost, the team execution. After that, they die 'without a fight. 6. Channel mismatch to death. In the promotion of new products, paint companies should first positioning their products, whether through all channels, or through a single channel, or select two or three channels to attack. Inaccurate and inappropriate channel selection to be fatal for the promotion of new products, the manner of death belong to 'death' don't understand. 7. Die waiting for a rabbit. Some managers like to paint company with experience to win, and stick to the old rules. The promotion of new products still follow the old ideas, old methods and practice. In fact, the market now change very quickly. Marketing is not innovation, the method also has not changed. They can't adapt to the development of the current market situation. Since then, the new product is easy to push and defeat, and by 'conventional' die. 8. Resource depletion caused by death. Although some companies with good products, marketing strategy, strategy and the team, but with limited resources, configuration is insufficient, lack of follow-up and maintenance difficulties, died. 9. Premature death. This product is a good product, but it's too advanced, introduce market is difficult, can't bring a satisfactory efficiency in the short term, the project is terminated, the new product. But a few years later, the same product a new coating product can 'existence' is not only affected by the above 11 factors. The real reason is quite complex. A new product could be trapped by several unfavorable factors and kill, or it may be with good luck in the right place at the right time to enter the market. Coatings company, however, is not without good countermeasures. Importantly, from product development, production, marketing research, planning, test marketing and promotion and so on each link should not be ignored. At least to avoid the above factors can reduce the chance of dying from new products. Information source: WWW. kobojc。 com