A dealer in Hubei once joked with the reporter: "In the early years, as long as there is a product in the store, it is sitting and waiting to collect money." Although it is a ridicule, it shows that Op has occupied a huge market in the field of home lighting.
Op, can be said to be a banner in the field of home lighting, and is also the object of many similar companies chasing each other. We can easily find out from many home lighting companies that the road they are taking now is the path that Op has ever traveled. Follow the path of Op, you can take less detours and solve the survival problem of the enterprise. However, all home lighting must follow Opp? If this goes on, there will be no second Opp. If Opp suddenly changes the rules of the game with his own years of accumulation, most companies will have difficulty adapting to the new rules of the game, and even some companies will lose in the new rules of the game. This phenomenon can also be called "shuffle" in the lighting industry.
Opt tells us how to do home lighting, but it doesn't have to be done in a fixed way. The market is changing, the Op is changing, and we must change. As a company, it is difficult for Op to do its best in all aspects. If you can seize the enemy's weaknesses and work hard in this direction, perhaps, you will face a blue ocean.
There are nearly a thousand home lighting brands in the Hubei market, and in some respects it is better than Op. The prefecture-level market in Hubei, based on the consumer's brand mentality, has always been the only one, but this phenomenon has been completely subverted in the past two years. The prefecture-level market is the most intermediate link in the product distribution channel, and plays a role of linking up and down. In some prefecture-level markets in Hubei, many home furnishing brands are gearing up and want to occupy their own place in the market. In the midst of this raging battle, who can break through? The reporter made a special trip to visit several prefecture-level markets in Hubei to gain an in-depth understanding of the specific conditions of other home brands.
Focus on its own specialty business advantage products
Xiangfan Guangyuan Lighting (Huatai Lighting Xiangfan General Agent)
Interviewee: Wei Wei
I have been operating Huatai's products since 2005. Now I am the general agent in the Xiangfan area, with several distributors and annual sales of millions of yuan. Huatai's products are of excellent quality and have a good reputation among the consumer groups in Xiangfan through two years of promotion and sales. At present, it mainly sells Huatai glass lamps and acrylic lamps, especially Huatai's glass lamps. The product lines are rich and fashionable, and the sales in Xiangfan area are far better than other similar products. In addition to the decoration subsidies, the manufacturers also gave support in outdoor advertising, and also held various lectures to train professional knowledge.
There was no prime time for “Golden September and Silver 10†this year. The market reaction was relatively cold compared with previous years. However, Huatai’s sales of glass lamps were relatively stable. The main reason was that Huatai’s glass lamps catered to the needs of the market and filled the gap in the market. At present, in addition to the business area of ​​more than 430 square meters in the old Central Plains market and the leading Zhongyuan market, it will also open a new store in Tianli International Home and expand on the sales channel. It is hoped that manufacturers can design more products that meet the market trend and provide more marketing tools to help dealers win in the local market competition. At the same time, we hope that manufacturers can continue to improve in terms of light source and electronic products, and strive to achieve perfection in product quality.
Differentiated management brand wins
Xiangfan City, gorgeous lighting (Otlan Lighting, Northwestern Agency)
Interviewee: Xiong Feng
I have been in the lighting industry for 8 years and started to operate in stores two years ago. Brand management is the only way out, and brand charm is the best weapon for dealers to impress consumers. Brand management will be very easy, because brand companies have a set of standardized marketing concepts, dealers can quickly promote market consumption as long as they are tailored to local conditions and operate according to marketing concepts.
Consumers like to pursue brands, we must cater to the psychology of consumers. As long as the quality is good and distinctive, it is not afraid that the price will be expensive. The store display image determines the price of product sales. In addition to creating a good shopping environment for consumers, the series of image display also gives consumers a deterrent. Consumers will feel that things here are worthwhile and do not dare to price. Asked too much objection. Operating the brand, the dealer's ambition is more than enough. Some of the Otlan products I sell will even exceed the price of Ou Pu, and the quality of the products is excellent, so the price can be sold.
If manufacturers can provide outdoor advertising support and hold various types of marketing activities, they can give dealers greater confidence. In addition, the delivery speed is also a concern, and it is hoped that the supply speed will be increased as much as possible, and the circulation period of non-sales of products will be shortened.
Enhance brand appeal by taking advantage of the Olympics
Xiangfan City Sun and Moon Lighting (Ou Dier Lighting Dealer)
Interviewee: Wang Yaofei
Ou Dier has not entered the Xiangfan market for a long time, but the current operating conditions are good, and consumers are more likely to recognize Ou Dier products. Ou Dier is now a partner of the Beijing Olympics, and the Beijing Olympics is a focus of attention for everyone. After the advertisements are posted, many consumers are more interested and are willing to buy things related to the Olympics. The marketing tools of enterprises can help dealers enter the market more quickly, because consumers also value the added value of brands in addition to quality.
If the manufacturer can cooperate with the dealers to hold various promotion activities and increase the awareness of the Ou Dier brand in the consumer, it will bring certain help to the terminal sales.
Adhere to brand management and maintain competitive advantage
Yichang Haohao Lighting Business Department (Yuhao Lighting Yichang General Agent)
Interviewee: Gao Zhongyuan
It has always been very concerned about the development of Haohao. Since September 2006, it has officially operated Haohao's products. It is the first distributor of Haohao in Hubei. When I first chose Hao Hao, I took a fancy to Hao Hao's courage and momentum. From inviting Fan Bingbing to be the spokesperson, sponsoring the four-nation basketball game, and then CCTV to broadcast the advertisement, Hao Hao's brand development ideas gave distributors full confidence.
Haohao's products have certain influence in the minds of consumers, especially the art products, which are beautiful and novel, suitable for different levels of consumers. Now that the lighting industry's threshold is getting lower and lower, the products on the market are mixed, and in the short term, it will definitely have a certain impact on the brand products, but only the brand can be bigger and stronger, and the brand-name products will only be short-lived. With the increasing popularity of the Haohao brand, the competitiveness in the market has been greatly enhanced, and it is easier to operate.
Expand the distribution channel network
Yichang City integrity lighting (Otlan lighting Yichang agent)
Interviewee: Chen Zhenkui
Choosing Otlan, what you are looking for is the price/performance ratio of the product. The product is cost-effective, consumers will like it, and competitiveness will be reflected. Otlan's product line is rich and the quality is good. The acrylic series products are very concerned by consumers, especially the light source, and definitely not lost to other similar brands.
As an agent, we must give full play to our own advantages and do a good job in agency work. The so-called agent can not only be in the store and other businesses, must actively explore the third-tier market. The salesman of the manufacturer has given a lot of support to the work, but can not rely solely on the salesman of the manufacturer to run outside. The dealer agent should also instill the development concept of the enterprise, develop the distributor according to its own resource advantages in the local market, and expand the sales channel. Manufacturers and distributors will work together to have good results.
Reporter's notes:
The prefecture-level market is a key link, involving both agency distribution and front-line consumption. Which dealers in the prefecture-level market need more practical support from manufacturers? How can manufacturers help agents to develop sales networks? Home lighting brands will set off a fierce battle in Hubei's prefecture-level market, and regardless of the outcome, the scene of blooming flowers has emerged. Oup is no longer the only one who can stand alone in this war. Who can break through in this war?
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