Be born or enter the WTO lighting company NVC and Op
Regardless of the angle, Opus and NVC are the brands that people can't avoid in the field of lighting and lighting. They have grown up in just a few years, so many brands have excluded them when setting a catch-up target. The two companies have been biting their performances in the past three years, and their brands have also penetrated each other. Except for Opt, which has not yet operated outdoor lighting products, other categories are completely overlapping. Since NVC’s high-profile intervention in home lighting last year, the competition strategies of the two brands in the lighting field have been closely watched by peers. They are brands that can influence the entire industry. Comparing them may have a lot of inspiration, even though the two companies Never intended to compare together.
Op: "At the terminal, for the terminal"
Let me talk about Op. Opp is less and less like a business in the old town, and perhaps it has not set itself in this circle from the beginning. Op has always maintained a certain distance from the rivers and lakes of the ancient town lighting. It is now more like a lighting company. From the perspective of the spread of its business, Op has never regarded itself as a lighting company, so from the beginning to the end, Op has always called itself "Ou Pu Lighting." Op's influence on lighting is mainly from two aspects:
The first is the ceiling lamp, its size makes it difficult for other competitors to have their backs;
The second is channel resources, which have the best retail terminal resources in China, especially in the local and county-level cities.
With these two trump cards, Opp has at least two abilities, one capable of shielding competitors and one capable of expanding categories. These two capabilities allow Op to continuously expand the scale of its terminal partners while preventing any brand that is similar to or poses a threat to its quality. At the same time it is considered to be a powerful opportunity to expand a particular category or product line, the terminal is always open to it. This potential energy also allows Op to obtain another invisible resource in the channel, which can replace the resources: once the original partners are not suitable for further cooperation, they can be “selected and hired†at other dealers at any time. This shows the value of Op as a brand. In terms of products, Opto can not give much reference to Guzhen lighting companies. It is so transparent and simple, and it can't even be said to be diligent in pushing new ones. However, over time, its thickness and height on the product have made it difficult for competitors to overcome. What Opr can give us more is its management, its employment, its market means, its brand promotion, its service, and its sense of balance. This year, the main task for Op is probably comprehensive management, that is, how to make business photos (although Wang Yaohai does not approve of such a formulation), electricians, and light sources grow rapidly. From the perspective of its operation pattern, we may pay attention to its trend in these points: First, under the unique pattern of ceiling lamps, what innovations in the lighting sector; Second, in addition to further strengthening the county level at the market level In addition to the advantages of the channel, what are the measures in the central city; Third, when the dealers open large stores, how does Opt continue to maintain the power of these large dealers, especially those who cooperate with NVC; In the terminal image, promotion methods, channel segmentation, there are new measures for the company; fifth, the team changes are not big. All five of these may have an impact on dealers in each market, including those competitors and potential partners. For the enterprises in the ancient town, the influence of Op is indirect, and Op is influencing the lighting industry in a born posture, and it is always positive in the market terminal. I remember that in 2003, when Optek changed its model, it named its model "terminal marketing model", but later it was called the operation center model. This model highly generalizes all marketing activities into seven words, namely: "at the terminal, for the terminal." Up to today, Opp still sticks to this.
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