[Text|High-tech LED lighting channel Zhongshan reporter Zhou Jianhua] The current county-level market is already divided into groups, and the princes are fighting. Jianghu veterans and rising stars can sit in a stable position, and they can be described as having different causes. They also vividly show the chaotic pattern of re-adjustment of interests after 2014, the infiltration, compromise and game between the market and products, marketing and brand. .
Veteran companies are backing the county and city market
In 2015, Huayi Lighting re-adjusted its product line and trained its sales team to once again spur the county-level market, which had great potential but did not deviate from the downturn in the property market.
In fact, a year ago, the channels of Huayi LED home and other products have gradually penetrated into many third-tier markets at the county level, and this year's upgrade of Huayi Lighting has contributed to the effect.
At this time, a number of new LED brands, such as Mulinsen Lighting, also enthusiastically sang, all the energy is concentrated in the channel's “continuation sinking projectâ€, and step by step to consolidate and counter the city-level market. The use of common sense thinking, which is low-minded, not only makes it exempt from the shackles of “taking care of the headâ€, but also allowing it to continue to develop its stamina.
Shopping malls such as the battlefield, as Zou Hui, director of the lighting market of Xinteli, said: “The siege of marketing is a level of promotion, and it is stable and stable. The longer the battle line is drawn, the more attention must be paid to the stability of existing bases. Otherwise, if you blindly go deep and do not know that the backyard is on fire, it is very easy for the opponent to cut off the grain and grass, and then the enemy will be abandoned.
It is understood that this year, light in the major outdoor billboards in major cities, Huayi Lighting will throw a million yuan.
Powerful export enterprise sword refers to the secondary market
"The old-fashioned domestic sales enterprises really rely heavily on the prefecture-level market. In the past, they did not lay out the stable and stable outlets in the country and missed the opportunity to export enterprises. After a period of time, they concentrated on the construction of provincial-level operation centers. Now, the prefecture-level market is also underway. Intensive offensive," said Hu Can, director of the Sunshine Lighting Market.
Ten years is a short period. The decade before 2014 is just the rapid rise of the word "Made in China" and the golden period of Chinese and foreign. During the period, the export trade was booming year after year, and the enterprises that took the export bus seemed to be all smooth and hot.
Perhaps it is too smooth, many companies have adhered to the "export principle" for ten years, and turned a blind eye to the gradual expansion of the domestic market, even if they are involved, it is a small taste, and the proportion is very small. Last year's financial crisis hit a big deal, which made most of the export companies turn a little stunned. At the same time, they also made painstaking thoughts and steered into the domestic sales channel.
External publicity is "a decade of grinding a sword". Of course, it is undeniable that export enterprises have developed an excellent management system and strong production capacity, but the facts are more of a helpless situation.
Guangmingyuan, a powerful enterprise with light source core technology, is a bit different. "The market economy is cruel and full of opportunities. See how you can grasp it." Hong Yannan, chairman of Guangmingyuan Lighting, has a calm and dialectical tone and is not flustered.
The first round of domestic marketing of Guangmingyuan Lighting will be dominated by specialty stores and distributors, targeting the prefecture-level markets of Fujian, Zhejiang and other provinces in the central inland.
Formulating such a strategy naturally takes into account the different consumption habits at home and abroad, and consumption habits determine production habits. The large amount of foreign orders usually allows the company to maintain a one to two month production cycle and less burden of after-sales service.
The domestic is completely different, inevitably inventories, scattered delivery, after-sales protection and other characteristics make the order "short, flat, fast" and so on.
Since last year, Guangmingyuan has been focusing on the development of intelligent lighting systems. Guangmingyuan is certainly not savvy enough to require every franchisee to build an image store according to this standard. However, it is necessary to pay great attention to the determination of the domestic market and boost it. The confidence of partners everywhere.
Idea recognition is more tempting
Distributors with deep network resources in the local area can be said to be the best choice for most companies to develop market-level markets. After all, the number of secondary cities is huge, and even a multinational lighting consortium may not have enough strength to fight and fight alone in each region.
In fact, no matter how many years of infringement, the domestic sales veteran, there are not many achievements, young and talented exporters, in the face of the current engineering class, the private consumption is still unclear, the enthusiasm of the dealers in the city It has reached an unprecedented level.
At present, the industry situation is grim. The most important problem is how to quickly establish a proactive ideology of terminal operators. Don't use the financial crisis as an excuse. Don't take the idea of ​​waiting, relying on and relying on the upstream, but should take it as soon as possible under the current situation. Proactive and practical actions, and cooperate with and participate in various activities carried out by manufacturers to take the initiative.
Only the low-season thoughts do not have a market in the off-season. The terminal must first change its thinking and then cooperate with the action, so that the manufacturers can "cooperate with the same gas" and jointly cope with the current unfavorable situation.
Zhou Shui-ming, general manager of Jiamei Lighting's marketing, elaborated his strategy: “By establishing a community of interests, the purpose of consolidating the market, expanding the market and occupying the market. Interests instead of buying and selling; replacing the direct sales of the office with business operations; using exclusivity, Blocking competitors from entering; replacing long-term market goals with near-term goals."
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