The Emotional Consumption Era Sees Paint Industry Emotional Marketing

Marketer Philip Kohler talks about sales. Starbucks sells coffee instead of coffee. Ferrari sells not a sports car. It sells an almost crazy driving pleasure and nobility. Rolex does not sell watches. It is extravagant. Feelings and confidence. Hilton is not a hotel. It is comfortable and at ease. In response to this view, painters commented on Weibo: “In fact, the original intention of people using paint is that it is decorative. It should be said that: Brother is not selling paint, it is beautiful.”

To sum up the above cases, it actually describes one kind of marketing, namely emotional marketing. The so-called emotional marketing, refers to the consumer's personal emotional differences and needs as the company's brand marketing strategy emotional marketing core, through the use of emotional packaging, emotional promotion, emotional advertising, emotional word of mouth, emotional design and other strategies to achieve business goals. With the improvement of people's living standards, society has entered the era of emotional consumption. Emotional marketing, as a new trend in the development of marketing concepts, has not only been specifically applied in the coatings industry, but also will shine.

The application of emotional marketing in the paint industry has long been applied in the paint industry, but it is rarely described and summarized systematically. Emotional marketing is mainly reflected in the following aspects:

The first is that marketing uses culture and culture derives from emotion. Culture is the summation and accumulation of material civilization and spiritual civilization. With the changes in people's consumption concepts and the improvement of material living standards, consumers are no longer simply pursuing material needs, but are more concerned with psychological and emotional satisfaction. Consumer behavior has gradually precipitated as a consumer culture. Three trees with emotional marketing through culture is a classic example of the industry. With the mission of “creating a healthy life”, the three trees pursue the core values ​​of “honesty, responsibility, learning, execution, and excellence” and advocate the shared concept of “from society to society” to form a comprehensive and complete cultural system. In an interview, Hong Jie, chairman of three trees, said: "We are not selling paint but culture!"

The second is emotional needs and fashion trends. As mentioned earlier, today's consumers are purchasing not only to meet material needs, but also to pursue psychological and emotional satisfaction. The development trend of an era has an important impact on people’s consumption concepts. In the coatings industry, green, low-carbon, and environmental protection have become an inevitable trend of development. Under the influence of this concept, the demand for consumers to purchase environmentally friendly coatings has become extremely urgent. Many coating companies have also launched "green taste", "anti-fouling", "energy saving", "zero formaldehyde" and other environmental protection coating products. In addition, with the new generation of the 80s and 90s becoming the main consumers of the market, art paints that are in line with their fashion and personality characteristics are increasingly respected. In fact, in these two phenomena, consumers' purchase behavior is more motivated by spiritual factors. Consumers "buy not products, but trends, fashion, and personality."

The third is emotional quality and product quality art. In the age of emotional consumption, when people buy, it depends not only on rational choices, but also on psychological and emotional factors. The taste and art of products are an important part of them. In China, the Asahi Paint Co., Ltd. paints the Chinese style with the Chinese scent. The slogan played is “Let your homes live through the Tang Dynasty, be auspicious for good fortune, be beautiful and beautiful in the United States, and be beautiful in the beauty of the country”, and the product packaging is elegant and powerful. To create a new feeling of wealth, health, and beauty for consumers.

The emotional marketing five-part emotional marketing of the paint industry is mainly divided into five parts. In the coatings industry, emotional marketing has also been applied. At present, the paint industry has a large number of low-carbon environmental protection brands. Therefore, taking the marketing of environmental protection coatings as an example, the application of emotional marketing in this area needs systematic and specialized operations from the following aspects.

First of all, we must warmly welcome and win favor. At present, there are numerous paint products launched under the name of environmental protection in the market, which make consumers dazzled. Although they are eager to purchase low-carbon, environmentally-friendly health paints, due to lack of understanding and awareness, it is difficult to put into action. Paint merchants should seize this mentality of consumers and guide them to help them deepen their understanding of environmentally friendly coatings and thus give a good impression on the product.

Second, sincere response and earn trust. Due to lack of understanding, consumers have many doubts about environmental protection coating products. Painters should give a sincere reply to this and win the trust of consumers. At present, there are many conceptions of environmental protection coatings on the market that are suspected of being speculative, and it is contrary to the nature of emotional marketing.

Again, dig deeper needs and give emotional support. When consumers purchase, some will have clear consumer demand, while others will be more ambiguous. Therefore, paint merchants should actively and patiently ask for customer needs in emotional marketing, keep close to the consumer's buying psychology, give them emotional sustenance, and really push paint products to consumers.

Fourth, it is recommended that emotions be placed on suitable products. The excavation of demand is ultimately to recommend suitable products, and when the recommended products are close to the psychology and emotions of consumers, this method is more acceptable to consumers than direct marketing.

Fifth, confidence cases, firm determination to buy. In the face of business promotion, consumers are often skeptical. After determining the consumer's purchase needs, the salesperson can help eliminate consumer's doubts and identify their purchase determination through examples or allowing consumers to experience on the spot. For example, on April 30th and May 1st this year, the open-sale sales methods launched by two direct-operated stores in Denmark's Fook Lok Paint Beijing challenge the appearance, smell, packaging and storage of coatings. Allow consumers to consume clearly and clearly.