The market for mid-to-low-end rural coatings is not as large as that in big cities. The marketing methods of coating enterprises must be changed; otherwise, all efforts will be in vain.

I. Overview of Experience Marketing

The concept of experience marketing.

The experiential marketing in the coatings market redefines and designs the way of thinking in marketing from five aspects: consumers' senses, emotions, thoughts, actions and associations.

2. The characteristics that distinguish experiential marketing from traditional marketing.

The main feature of paint experience marketing is that it uses products or services as a medium for enterprises and consumers to interact in terms of behavior and psychology, thereby achieving deep mutual recognition between the two. As a novel marketing approach, experience marketing has its own characteristics compared with traditional marketing: (1) It centers on consumers' experiences. (2) Oriented towards social culture. (3) Take emotional marketing as the fulcrum.

3. Methods of experiential marketing.

The main strategies of experiential marketing are: (1) Sensory marketing. That is, to establish sensory experiences through vision, hearing, touch and smell. (2) Emotional marketing. In the marketing process, touch the inner emotions of consumers, create emotional experiences, and enable consumers to naturally immerse themselves in the scenarios. (3) Thinking marketing. That is, by developing people's intelligence, creatively enable consumers to have the experience of recognizing and solving problems. (4) Action-oriented marketing. By stimulating consumers through idols and characters, their lifestyles can be changed, thereby achieving product sales. (5) Associative marketing. It encompasses a combination of senses, emotions, thoughts and actions or marketing.

Ii. The Significance of Implementing Experiential Marketing in Rural Markets

Stimulate the latent demand in the rural market

At present, among China's nearly 1.3 billion population, over 800 million live in rural areas, accounting for approximately 70% of the total population. Of the approximately 3 trillion yuan in total retail sales of consumer goods, rural areas account for only about 1.1 trillion yuan. It is evident that the consumption level of rural residents is very low, which also indicates that rural areas represent a market with huge potential. In recent years, with the deepening of reforms and the gradual implementation of a series of domestic policies aimed at reducing the burden on farmers and increasing their income, farmers' income has steadily grown, and their demand for commodities has also greatly increased.

2. Enhance the awareness of innovation and development of rural products

Experience marketing emphasizes the interaction and communication between enterprises and customers, encourages consumers to participate in product design, and offers reasonable suggestions. During this process, enterprises will obtain various views and opinions from consumers regarding their products, and then re-improve or innovate the products based on consumers' demands.

The rural market has long been regarded by some enterprises as a sales destination for urban consumers' products. Their aim in launching the rural market is to make profits from it. Their focus is on how to sell the existing industrial products and collect profits. As for what the countryside needs, what farmers are thinking, and what the launch of the rural market should bring to the countryside, enterprises are reluctant to think much about it. This has led to a shortage of some products that farmers truly need in the rural market. Secondly, most enterprises in our country do not have a dedicated department to study the rural market; they tend to refer more to the urban market.

Iii. Implement experiential marketing strategies in rural markets

1. Provide training opportunities and create learning experiences

Learning experience refers to the on-site experience activities where enterprises gather potential consumers to learn and master the skills of using products, and thereby experience the "benefits" and "wonders" of the products.

Learning experience activities are mainly implemented for "learning products". So-called "learning-oriented products" are those that require a learning and training process. For "learning-oriented products", enabling consumers to master usage skills helps them recognize the product, experience the wonderful feelings it brings, and eventually persuade them to purchase the product.

Nowadays, there are many updated or innovative products. Due to their high technological content and the relatively low educational level of farmers, even if they learn through TV, newspapers, radio and other media that a certain product is very useful, they will not easily pay for it because they do not know how to use it. Even after reading the instruction manual, they still cannot figure out the usage of the product. Therefore, enterprises should appropriately provide corresponding training opportunities for rural consumers.

2. Drive farmers to prosperity and create a harvest experience

At present, although there are over 800 million rural residents, their purchasing power is very low. To invigorate the rural market, it is necessary to first increase farmers' income and achieve the connection between agricultural products and industrial products. If enterprises and farmers develop some cooperative projects, when farmers become prosperous, they will have a strong sense of harvest experience. At the same time, they will naturally develop a sense of trust in the enterprises and their products and become loyal customers of the enterprises.

3. Attach importance to customer communication and enhance emotional experience

Only by strengthening emotional communication and making emotional investments can the trust of farmers and consumers be gained, allowing them to have emotional experiences in a series of activities of the enterprise and deepening consumers' understanding of the enterprise and its products. Therefore, enterprises should establish customer files, maintain regular or irregular contact with customers, strengthen the analysis of customers' psychological needs and inner feelings, keep emotions going, and enhance customers' emotional experience.

4. Grasp the demands of rural areas and provide personalized experiences

The living conditions, resource environment, cultural level, aesthetic view and economic conditions in rural markets are different from those in urban markets. Rural consumers have their own consumption habits and psychology. Marketing can only win the market by targeting the individuality of rural consumers. The individuality of rural consumers is reflected in their demands for goods that are moderately priced, functionally practical and service-reliable. Only by developing suitable products based on the "individuality" of rural areas and their consumers can enterprises open up the rural market.