The article discusses the four key elements that are essential for small and medium-sized paint distributors to succeed in a competitive market. As the real estate and decoration industries continue to grow, more homeowners are becoming aware of paints and their importance in home improvement. This has led to an increase in self-purchasing, reducing reliance on traditional oil workers. However, many owners still lack knowledge about paint quality and pricing, making them vulnerable to deception. To address this, standard brand 4S flagship stores have emerged as a solution, offering trust, quality assurance, and professional service.
The evolution of paint stores has gone through several stages. Initially, they were simple grocery-style stores, operating from 1992 to 1998. These stores had minimal branding and competition was low. Later, with the rise of brand awareness, specialty stores began to appear, focusing on store design and brand representation. From 1999 to 2003, the concept of "selling through stores" became popular, leading to increased competition. Today, 4S flagship stores play a crucial role in marketing, reflecting a company's overall strength and brand image while supporting other market operations effectively.
A 4S flagship store is designed to enhance a company’s overall strength, brand reputation, and corporate image through four core functions: showing (displaying products), selling (driving sales), schooling (educating customers), and service (providing after-sales support). For homeowners, decoration companies, and distributors, these stores offer guaranteed quality, standardized operations, and a secure purchasing experience, creating the foundation for direct sales. For employees, working in such stores provides a sense of belonging, respect, and opportunities for growth, encouraging them to stay and contribute to the business.
To gain an edge in market competition, it’s important to move the sales team closer to the end users. The main battlegrounds include new housing communities, renovation companies, and furniture factories. Direct sales representatives are the key players here, responsible for promoting the product and providing services to homeowners. They also work closely with shopping guides and delivery staff to ensure smooth operations.
Direct sales representatives serve as the main force in reaching out to homeowners, renovation companies, and furniture manufacturers. Their role includes increasing brand awareness through effective methods, being part of a structured company, and managing pre-sale, sales, and after-sales services. To motivate them, the company should focus on creating a fair, professional environment where employees can earn, learn, and grow. Hiring the right people is also critical—ideally those with a high school or technical education, aged between 18 and 30, with experience in direct sales, strong communication skills, and the ability to work hard.
For small and medium-sized distributors with limited budgets, targeted outdoor advertising is a cost-effective strategy. It’s recommended to invest between 5 to 8 million yuan in local ads, such as billboards, buses, and street signs, in areas like building material markets, neighborhoods, and crossroads. A campaign lasting 6 to 12 months can significantly boost brand visibility. When done correctly, these ads not only raise awareness but also help direct sales teams by reinforcing the brand message and increasing customer engagement.
Pre-sale services include measuring wall areas, testing pH levels, and understanding wall materials. During the sale, professionals recommend the right coatings and demonstrate their effects. After-sales services include free airless spraying, delivery, tracking, and follow-up visits. These services are thorough, professional, and customer-focused, helping build trust and encourage word-of-mouth referrals.
In summary, the four key elements—flagship stores, direct sales, advertising, and comprehensive service—are interdependent and essential for success. Each plays a unique role in strengthening the brand, improving customer experience, and driving long-term growth.
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