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Blowing the lighting market into the horn often said: time is wealth. If you miss 2006 again, or if you stagnate in 2006, what kind of dilemma will companies fall into? The result is self-evident. The lighting industry has entered a period of rapid maturity, and 2006 is a crucial year for every company. Opening up market channels and robbing terminal resources made the main theme of marketing in 2006. Lighting and lighting companies blew the horn of entering the market. Please see the report sent back by the reporter in the national newspaper below -
Operations Center:
Service sinking close to the market In 2005, NVC Lighting initiated channel changes and established an operation center, which attracted much attention from the industry. Many people questioned the operation center and the model at the time. Today, this model has been borrowed and promoted by many domestic lighting companies. The leader of high-power energy-saving lamps in the lighting industry - Shanghai Baodi Lighting is advancing in this way this year.
In February of this year, the company and Nanjing Chuangyijia Trading Co., Ltd. jointly established the Baodi Lighting Jiangsu Operation Center. After more than a month of successful operation, on the morning of March 27th, Shanghai Baodi held a meeting of Jiangsu outstanding distributors and signed a contract meeting in Zouqu District of Changzhou, which opened the prelude to Baodi Lighting's entry into the Jiangsu market.
According to Li Feng, general manager of Shanghai Baodi, before 2004, the company mainly focused on production, did not make great efforts to open up the domestic market, but started brand promotion last year, and cooperated with Guangdong Boaosi Enterprise Design Co., Ltd. Di itself re-examined its positioning and made major adjustments to Baodi's marketing model and strategic planning. The operation center was born. Baodi plans to establish 10 major operation centers in China this year, of which the annual target of the Jiangsu region is 10 million yuan. Li Feng said that Baodi Lighting currently uses high-power energy-saving lamps as its flagship product, and plans to become bigger and stronger in the field of energy-saving lamps and become the leader of second-line brands. Jiangsu Dongtai Tongda Lighting Agency has two major brands, NVC and Opp. For many years, General Manager Ji Zuqun believes that the operation center model is more suitable for the current market situation and has great development potential. He tried Baodi products and felt satisfied after a period of time. Sign up.
Not only is Baodi Lighting, but Zhongshan Aokeshi Lighting has also tried it successfully in this regard. However, this time they have a new trick: setting up a service center, which is said to be an upgraded version of the traditional agency system, logistics center and operation center. However, only the Guizhou Service Center needs to invest 1 million yuan. According to Zhang Haidong, the company's deputy general manager of marketing, they plan to set up distributors in every city, city and county in Guizhou this year; the development of the city is expected to be completed within 3 months, and the coverage at the county level should reach 80% or more. The image store is fully displayed to ensure that the number of image stores in the province is 30-40. Establishing a service center in Guiyang aims to provide a more comprehensive service to local distributors and consumers.
Logistics Center:
Guarantee the rapid circulation of products Although the service is sunk to the market terminal, enterprises need to invest a lot of money. However, in order to ensure the speed of supply and service quality, companies must take this step. Liang Jianyun, the person in charge of Zhongshan Debao Lighting, was deeply touched by this. Since the launch of the company's monopoly system, the market sales have soared. The original supply, warehousing and transportation systems have been unable to meet the requirements of many specialty stores for cargo throughput. Therefore, the company has invested millions of funds to establish logistics in major cities across the country. center.
The logistics center greatly meets the product circulation and service requirements. Take Beijing Logistics Center as an example. It undertakes the tasks of Depot's cargo warehousing, handling and after-sales service for dozens of dealers in Beijing. The shipping cycle of the past 15 days, now only a few days or even shorter, at the same time, the dealer's inventory has been effectively reduced, and some dealers even reduced to zero inventory. After successfully operating the Beijing Logistics Center, the company's logistics centers in Chengdu, Chongqing, Zhengzhou, Wuhan and other places are in the process of preparation.
From the general agent, to the specialty store, to the logistics center, the evolution of the model indicates that the lighting industry is gradually maturing.
New monopoly:
Quickly penetrate the third-tier market. However, unlike Shanghai Baodi and Aussie lighting companies, the gadget lighting does not promote the logistics center model, but continues to follow its monopoly. This year, based on product innovation, the company proposed the concept of “saving lighting monopolyâ€. After a month of promotion, the effect is very significant.
In the Zhejiang market, the lighting of small ghosts is booming. When many companies are guilty of developing the secondary market in western Zhejiang, the brand's outlets have been extended to the town-level city. According to Pang Chuanbing, the manager of Jinhua Office of Xiaoji Ghost Lighting, in order to speed up the layout of the three-tier market, this year the company is targeting In different situations, the market will be subdivided, and one province will be divided into several regions to completely break the previous large-area system, thereby accelerating the expansion of the distribution network and assisting businesses to explore the engineering field. Up to now, Jinhua, Zhangzhou and Lishui have a total of more than 50 distribution outlets. The products have been radiated to the town-level markets such as Huzhen and Gushi Town. The sales of Jinhua Office last month reached 120,000 yuan. The facts show that the diversification of the products of Xiao Ghost Lighting provides a guarantee for the opening of a lighting store.
In the Anhui market, Xiaoji Ghost Lighting has established a market structure with three major sales centers: Fuyang, Anqing and Hefei. The benefits brought by the flattening of channels are obvious. The form of saving lighting monopoly has been recognized by dealers all over the country and has full confidence in the market prospects.
Franchise:
The luminaire industry is becoming more and more popular. The new franchise model of franchise has achieved certain success in the market. As a result, many home lighting companies have begun to implement slowly. Huizhou Alite Lighting has been ridiculed in the domestic market for a period of time. This year, it appeared in front of the industry with a new look. Among them, the Huangdiji Day, which was opened in the building materials and furniture city of Daming Palace in Xi’an, chose to be in the 5th. On the 1st of the month, this is the first franchise store of Alite Lighting in Shaanxi.
According to the person in charge of Alite Lighting, since 2001, the company has officially entered the Shaanxi market in the form of agency, and has won a certain market reputation. In addition, the building materials supermarket has also laid a good market foundation for Alite Lighting. However, in order to flatten the market channels, the company withdrew its general agent system at the end of last year and began to focus on the new franchise marketing model. The area of ​​Xi'an franchise stores has reached 200 square meters.
Alit Lighting Business Commissioner Mei Dengfeng told reporters that after the successful franchise store in Shaanxi has successfully landed in Xi'an, the preparations for the Xianyang store are nearing completion and are expected to officially open in early May.
Specialty store:
The manufacturers of lighting products for small and medium-sized enterprises are opening up markets in various forms, and lighting products manufacturers are also unwilling to show weakness, and they have established stores throughout the country to change the traditional agency or monopoly mode.
Hong Kong Falkland International Lighting has opened more than 80 specialty stores in more than 40 cities in China. After enriching the product line, the company will fully implement the store operation mode and plan to open 180 home-themed specialty stores nationwide. General Manager Zhang Xiang District told the reporter that in order to further enrich the product line, the company integrated and developed a series of products such as acrylic ceiling lamps and large-drawing ceiling lamps on the basis of the original baked glass ceiling lamps and energy-saving lamps.
Zhongshan Guzhen Haosheng Technology Lighting also builds a unified image store in the country to enhance the brand terminal image. Manager Wang Siping told reporters that the main business of the leading brands in the lighting industry is currently stereotyped products, and most of them are light source or lighting products. Branding and intensification have become inevitable. Therefore, small and medium-sized enterprises must win a place in the market and win with speed and efficiency. Haosheng’s move to build a store is precisely to better adapt to this trend.
According to Zeng Kaihui, general manager of Kecai Lighting, Zhongshan Guzhen, the company has set up 12 commercial color lighting stores in Hangzhou, Zhengzhou, Chengdu, Chongqing and other cities, but this year still regards the construction of specialty stores as the market focus. The inevitability and needs of enterprise development.
Building materials supermarket:
The indispensable position building materials supermarket will undoubtedly be one of the main resources for brand competition this year, especially for lighting product manufacturers. In Dongguan, Pinshang Lighting entered Guancheng on June 18, 2004. The number of shop-in-shops or specialty stores has reached 15 and has established cooperative relationships with hundreds of decoration companies. After the completion of the traditional channel construction, on March 22 this year, the product lighting officially entered the gorgeous music building supermarket, playing a new movement to enter the Dongguan market.
It is reported that in addition to the products, many well-known lighting lighting brands in China have occupied a place in the major building materials supermarkets in Guancheng.
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Lighting lighting companies are different in operation centers, logistics centers, monopoly, franchise, building materials supermarkets, etc.