In the cold winter, there is always a market!
A few cold rains, the winter in Jiangxi, the chill is deeper.
For the lighting industry in 2016, the winter of the market continues. In Jiangxi, the overall performance of consumer terminals is relatively flat, and many brand sales have experienced different degrees of decline, some of which are around 20%-30%. Going to the lighting city for a circle, many bosses are bleak and frowning.
However, for Zhao Lingming, the chairman of the US Lighting Operation Center in Jiangxi, 2016 was a year of transformation and transformation during the crisis. "It is difficult to do business in the cold winter, but there is no business to do in the cold winter. The market is so big, there are always people who want to buy lights. In addition to the hard bitterness, businesses should take the initiative to attack, so that they can spell a bloody road in the cold winter. â€
When I said this, Zhao Lingming's tone was calm and calm, and this confidence came from a series of figures on the sales report: This year, the performance of the US lighting region in Jiangxi increased by more than 20%, and it is expected to exceed 20 million yuan by the end of the year. This is a glamorous transcript. Seven years ago, when I took over the beautiful lighting, the figure was only 1.2 million yuan.
Follow the brand, step by step to win!
Compared with other lighting companies in Jiangxi, Zhao Lingming started selling lights not too long. He was originally a financial person and was responsible for material procurement at the construction company. In 2005, Zhao Lingming started his own business and represented several electrician brands. Soon he found that it was too hard to do a miscellaneous card! The homogenization of products in the electrical industry is serious, the market is quite chaotic, the loyalty of distributors is very low, and customers who are hard to develop may switch brands at any time.
“There is a saying: choosing is more important than hard work. For dealers, finding the right manufacturer can be bigger with the manufacturers; otherwise, not only will it be very difficult, but it may also cause huge losses.†Zhao Lingming I said with a feeling. He admits that he was fortunate enough to seize the beautiful and endurable brand of Midea Lighting seven years ago, and has been keeping up with the planning and requirements of the headquarters, and sales have been growing year after year.
Behind the 20% growth, it’s just that the service is more solid.
For the secret of this year's contrarian growth, in Zhao Lingming's view, there is not much ingenuity, but the previous work has been done more solidly and meticulously.
First, the brand's strong support. Although the economic growth rate has dropped, the consumption has continued to be high-end. The people are more and more rational in buying lamps, and they are paying more and more attention to brands and product quality. Those products with low quality and low price will inevitably be eliminated by the market. Since last year, Midea's lighting research and development on LED has been huge, providing us with many high-quality and low-priced products for downstream merchants. Moreover, the beautiful lighting factory is located in Guixi, taking the high-speed rail to Nanchang less than 40 minutes. This geographical advantage can not only make the communication between the two parties more efficient and efficient, but also the first delivery, pre-sales and after-sales program support and service can also be the first. Time response.
The second is to benefit from the intensive cultivation of the channel. In Jiangxi, the United States lighting internship a county an agent, a county and a monopoly principle, a good protection of the interests of distributors. At the same time, efforts have been made to build and market the specialty stores in the terminal. This year, Midea Lighting Operation Center continued to organize a number of group purchase meetings and hardware ordering meetings to benefit consumers. Secondly, it increased investment in terminal promotion, door showcases and photo albums, etc. , replenishment, after-sales and other aspects of service capabilities, and through the terminal promotion, product display, marketing and other training to enhance the management level of dealers, strengthen dealer cooperation viscosity.
Tree benchmark, set the standard, and look at the 511513 project!
For the upcoming 2017, Zhao Lingming is also full of ambitions. "Next year, the lighting of the beautiful region of the United States will focus on the implementation of the 511,513 project!"
The so-called "511513 Project" refers to the key support for five customers with annual sales of 1 million yuan, 10 customers with annual sales of 500,000 yuan, and 10 specialty store customers with annual sales of 300,000 yuan. For the above 25 customers, the operation center will focus on manpower, material resources and market resources, regularly carry out centralized operations on relevant channels, township distribution, community promotion, store store image upgrade for specialty stores, enrich product sampling, and cooperate with promotion activities. .
"For the operation center, the resources and energy are limited. The quality of the outlets is more important than the quantity. Next year, the lighting operation center of the United States will be in the distribution capacity, business philosophy, service capacity, maintenance cost and influence of the channel. On the basis of comprehensive analysis, increase the support for key customers. The purpose of this is to set the benchmark, set the standard, and generate radiation!†said Zhao Lingming.
Exclusive dialogue
Q: Industry media
A: Zhao Lingming
Q: How do you view the development trend of the lighting industry in 2017? In the new round of industry reshuffle, dealers should not be eliminated, but how to achieve their own upgrades?
A: First, in 2017, the reshuffle of the lighting industry will continue to intensify, truly reflecting the survival of the fittest; second, the product will be further updated, and the channel will also highlight the diversified competition;
For dealers, if you don't want to be eliminated in this round of shuffling, others will not dare to say anything. For itself, it is to be dedicated, focused, loyal and fast implementation of the headquarters planning and marketing programs to better serve distributors of various channels. At the same time, let customers adapt and learn multi-channel sales. Borrowing Buffett’s words: “Only when the tide recedes, I know who is swimming naked.â€
Q: What are your expectations for the headquarters?
A: I hope that the headquarters will further increase the advertising and marketing efforts for lighting in the United States. At the same time, give full play to the manufacturing advantages of the US brand itself, accelerate the development of new products for the US lighting, and launch a more competitive product group.
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