The excitement of the LED industry has already formed a fascinating eye. A variety of racking hyped brands have been exhausted by dealers and ordinary people. Brand building is necessary, but blindly hyping under the premise of not doing good products and services, not only can not get the expected benefits, but also may sink more thoroughly. It can be said that so many LED brands, dealers and ordinary people may not know who is excellent, but it is easy to name a few bad names. Apply a popular phrase nowadays: LEDs are good, not easy to do, and do and cherish!
The ever-popular LED industry has never been missing a topic. Recently, some netizens broke the news that a well-known packaging company in Taiwan is trying to seize the market and is looking for a swollen face to fill the fat: its weekly dealer order meeting held in the country, claiming millions of orders per order. They are all looking for Toto. The netizen's breaking news quickly spread on the Internet, and the naked and unobtrusive marketing methods of the network transmission became a hot topic in the industry.
Responsibility: Adhere to the bottom line Currently, although LED rivers and lakes are in a war-torn era of weak meat and tyranny, the expansion of market scale has become an inevitable trend. Under the undecided situation, there are countless possibilities from products, brands to channels. Enterprises have different tactics to attack the city, do not fight price wars, do not promote, do not discount, only do exclusive agents, adhere to the principle of product, brand, channel promotion, adhere to the ground, nothing more, this is a cow?
Not hitting the price war LED price war has always been a chaos in the industry, which makes LED prices become more close to the people from high prices. This is undoubtedly good news for expanding the LED industry market space and consumer perspective. But in this battle, many LED companies are destined to undergo a cruel test and stifle in order to win in the melee, laughing to the end. During this period, if you are not careful, you may lose your forefoot and become a small fish in the LED big fish mouth. From the beginning to the end, the price strategy is based on the national unified price mechanism. It does not spread the price war, and firmly believes that the good mechanism is a good strategy for the long-term development of the company.
Another chaos in the marketing and lighting industry that does not come out is the popular presence. It can be said that the purchasing group, the observation group, the tour group, the group appearance, the summit meeting, the forum meeting, the technical meeting, and the meeting marketing.
The veteran of the industry described the group and meeting of the lighting industry: a group of 50 people, including 5 corporate employees, 10 media practitioners, 10 leading guests, 5 industry spies, 5 wife and children. There are 5 people who have no time to worry about leisure, 5 people who study late, and only 5 potential target groups, and these 5 people are only second- and third-stream customers in the local market. It is understood that most of the participants were arranged for conference lectures, thank-you dinners, product visits and other activities. Most of them were busy, some enterprises passed the popular support and buyers, so many people, too many cards, too messy, Who has a second-line customer who has time to toss?
Finding is just a flash in the pan, and the company is fast. Even if customers are blinded by illusions, when they wake up, they often get away from the company and even break with the company. Although the shopping mall is like a battlefield, on this battlefield, we would rather have more than one friend who is not willing to add enemies at all times, so it is not out of marketing. In addition, the company considers the long-term development, is the customer's convincing cooperation, and the final customer will prefer a stable and long-lasting relationship. In terms of brand operation, it is different from the traditional lighting operation method. It does not hire traders to carry out the whole country, and the number of frequent investment promotion and distribution conferences does not require traditional methods such as buying gifts, discounts, and distributing goods in marketing methods. Using the behavior of popular support and buyer support to open up the market, it only played the agent policy that no one dared to mention in the industry: unconditional return within 100 days; value added 6 exchange within 180 days. This is shocking to the manufacturers, but for agents, it is a good policy. Wang Gongjie said: Manufacturers and agents can walk together. Popularly speaking, they all gather for the benefit. If the company can maintain its interests, the agents will be willing to support the company. It is reported that in the maintenance of the interests of the agent, we must always maintain a healthy operation between the company and the agent, so absolutely no numb discount promotions, crazy distribution policies.
Principle: Only the exclusive agent who has survived the traditional lighting and fire baptism has accumulated its own channel and has its own strengths. As far as channel content is concerned, commercial lighting and home lighting are the strengths of traditional lighting companies. Compared with traditional established companies, the new brands have their own advantages, and insist on only acting as an exclusive agent. For the exclusive agent, once the agent has made this brand, before the termination of the cooperation, the brand can only be done from the end, not one store to operate several brands, or one agent to operate several different brands of agents.
Many well-known domestic brands have adopted the attitude of one eye closed for the phenomenon of operating several brands in an agent store. However, Wang Gongjie believes that since the company is determined to operate the brand, it must start from the aspects that have an impact on the brand. All the agencies are unified corporate image, unified decoration style, even the store counters, product price cards are unified according to the corporate image. To put it another way, if the store operates other brands at the same time, it will first disrupt the brand image of the company. The deeper impact is that if other brands' products have quality problems, it is easy to confuse them. Customers will mistakenly think that they are in-store product problems, which will affect brand reputation. As for the reporter's proposal, whether the agent can operate several different brands of specialty stores, Wang Gongjie replied that the dealer could not be put on the boat and the business would be completed. From the moment of shaking hands, the company must protect the profit of the agency. The mind and time spent on operating an agency should not be underestimated. If one person manages several brands of specialty stores, the mind will be too scattered, and the sales performance of the agency will not be guaranteed. This will not only make the brand worse, but the agent will In the end, it also suffered losses, which also violated the original intention of cooperation and win-win.
Speed: An average of 3 days to open a store information shows that Midea Lighting is expected to build only 100 stores in Hunan market in 2014. In the 20 days of April 2014, Songwei Lighting opened 18 stores in Yunnan and Hubei. At present, there are over 580 stores in the provincial and prefecture-level markets, but the stores in the market are now selling. Dog meat, the majority of LED stores in the industry are the chaos of shop-in-shop.
Previously, when reporters visited the county-level lighting market stores in Guilin, Shaanxi, Xi'an, Shaanxi, and Xianyang, Shaanxi, they saw a variety of lighting and lighting products that were completely different in style and category in many famous lighting brands in China. It can be said that the phenomenon that the specialty stores are not specialized and not true is quite common in the lighting industry. We have been insisting on the bottom line and principle that the company should have, and pursue product quality and long-term development.
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