What do LED lighting dealers care about in the channel war era?
With the continuous advancement of LED technology, the price of LED lighting products has been continuously decreasing, close to the sweet spot of the market. In 2014, the LED lighting industry was called the most intense year of “channel warfareâ€. In order to compete for channel resources, enterprises can be described as “eight immortals crossing the seaâ€, especially when competing for the dealer resources that control the terminal market, they also use brands, funds, contacts and preferential policies. , promotion and promotion of various advantages, launching dealers to fight for competition, dealers have become the "hot scent" in the LED lighting industry.
As a traditional and strong force in the Chinese market, dealers are an important part of the sales channel chain from the enterprise to the terminal retailer, and master and guide the needs of consumers, which plays an important role in the market. The role. It is not difficult to understand why companies value dealer resources so much.
In the era of traditional lighting, traditional lighting companies have absolute market discourse rights, and there are many restrictions on the choice of dealers, such as the delivery of the corresponding deposit, the need to press the inventory every month, etc., the dealer becomes the "tributary" of the big brand. . In the emerging era of LED lighting, this situation is being rewritten. As the LED lighting industry is still in the market cultivation period, the most important thing for LED companies is to seize the market. As long as the dealers can complete the performance, the inventory, deposit and other conditions are negligible.
Compared with the pressure of traditional lighting companies to press and quantify, the preferential agency policy of LED lighting companies has attracted the attention of many traditional lighting dealers. However, in the face of brand vacancies, uneven quality, price "slides", "small porridge" and other bad conditions, the distributors' right to speak has surged, and the situation of lighting enterprises "unifying the world" has ceased to exist.
Since the end of last year, the LED lighting industry dealers commended the conference, the investment conference was overwhelming, to promote new LED lighting products, expand the dealer team paving the way, the company's 18-style martial arts Qi Qi. It is understood that some enterprises in order to attract dealers, participate in major exhibitions, don't hesitate to invest heavily in advertising on major TV stations to create brand effects, and some companies increase preferential policies, no deposits, decoration subsidies, no inventory, and even some SMEs are rewarded with money.
Only some well-known lighting companies still have some hard selection criteria for dealers. However, according to the author's visit in the market, it is difficult for lighting companies to form an absolute right to speak to dealers.
Under the various exhibitions, conferences and propaganda campaigns, the investment effect of some enterprises is still satisfactory, and some enterprises are unable to make ends meet, and gradually have the effect of polarization. Enterprises want to take advantage of the traditional channels, do you understand the real needs of dealers? What do dealers care about, do you really know?
The problems that dealers care about, companies can list a lot of: capital, quality, brand, price, subsidies, sales, publicity. Indeed, dealers will weigh the advantages of all aspects of the company and consider the problem comprehensively, but the starting point of all problems lies in how to do their business well. Enterprises can sell products to dealers through sales and purchase, and complete the sales tasks of the company. But how do dealers develop and maintain customers? This is something that many companies don't think about and don't have the ability to help.
What dealers are most concerned about is not the company's policies, management and other factors, but whether they can make profits through cooperation with the company. In the commercial society, only the two sides can win together, and the cooperation can last for a long time.
After the e-commerce came, the dealers suffered an unprecedented blow, and the era of making money by information asymmetry has gone. The impact of the flat wave of channels and the power of new channels has made dealers have to calmly think about the problems of survival and development, change with the trend, and make corresponding adjustments in their development strategies. In the market survey, the author found that dealers began to sort out their core strengths.
In terms of management, the introduction of advanced management systems to ensure continuity and systemic implementation; in terms of product mix, dealers maximize access to superior product resources, share operating costs and operational risks with products; more rationally in terms of brand selection Think about the market value and upside of the brand; in business, “walking with multiple legsâ€, engineering, retail, wholesale, e-commerce are all involved. All kinds of changes are nothing more than trying to seize the opportunity in the LED lighting world and rewrite the dealer layout in the traditional lighting era.
To put it simply, dealers want to make money, and whether lighting companies can make dealers earn money. This is the issue that dealers are most concerned about after the dawn of LED lighting era, and it is also a problem that companies must clarify. Many companies have considered various methods and introduced various documents to effectively manage dealers. But for dealers, only "management" is not enough.
The company's work for dealers should be carried out in four aspects: guidance, assistance, communication and control. It must consider how to pull up from the terminal, guide dealers to operate products, assist dealers to establish distribution channels, ensure smooth communication, and control dealer operation behavior. And other ways, go hand in hand to achieve a win-win situation.
As a traditional and strong force in the Chinese market, dealers are an important part of the sales channel chain from the enterprise to the terminal retailer, and master and guide the needs of consumers, which plays an important role in the market. The role. It is not difficult to understand why companies value dealer resources so much.
In the era of traditional lighting, traditional lighting companies have absolute market discourse rights, and there are many restrictions on the choice of dealers, such as the delivery of the corresponding deposit, the need to press the inventory every month, etc., the dealer becomes the "tributary" of the big brand. . In the emerging era of LED lighting, this situation is being rewritten. As the LED lighting industry is still in the market cultivation period, the most important thing for LED companies is to seize the market. As long as the dealers can complete the performance, the inventory, deposit and other conditions are negligible.
Compared with the pressure of traditional lighting companies to press and quantify, the preferential agency policy of LED lighting companies has attracted the attention of many traditional lighting dealers. However, in the face of brand vacancies, uneven quality, price "slides", "small porridge" and other bad conditions, the distributors' right to speak has surged, and the situation of lighting enterprises "unifying the world" has ceased to exist.
Since the end of last year, the LED lighting industry dealers commended the conference, the investment conference was overwhelming, to promote new LED lighting products, expand the dealer team paving the way, the company's 18-style martial arts Qi Qi. It is understood that some enterprises in order to attract dealers, participate in major exhibitions, don't hesitate to invest heavily in advertising on major TV stations to create brand effects, and some companies increase preferential policies, no deposits, decoration subsidies, no inventory, and even some SMEs are rewarded with money.
Only some well-known lighting companies still have some hard selection criteria for dealers. However, according to the author's visit in the market, it is difficult for lighting companies to form an absolute right to speak to dealers.
Under the various exhibitions, conferences and propaganda campaigns, the investment effect of some enterprises is still satisfactory, and some enterprises are unable to make ends meet, and gradually have the effect of polarization. Enterprises want to take advantage of the traditional channels, do you understand the real needs of dealers? What do dealers care about, do you really know?
The problems that dealers care about, companies can list a lot of: capital, quality, brand, price, subsidies, sales, publicity. Indeed, dealers will weigh the advantages of all aspects of the company and consider the problem comprehensively, but the starting point of all problems lies in how to do their business well. Enterprises can sell products to dealers through sales and purchase, and complete the sales tasks of the company. But how do dealers develop and maintain customers? This is something that many companies don't think about and don't have the ability to help.
What dealers are most concerned about is not the company's policies, management and other factors, but whether they can make profits through cooperation with the company. In the commercial society, only the two sides can win together, and the cooperation can last for a long time.
After the e-commerce came, the dealers suffered an unprecedented blow, and the era of making money by information asymmetry has gone. The impact of the flat wave of channels and the power of new channels has made dealers have to calmly think about the problems of survival and development, change with the trend, and make corresponding adjustments in their development strategies. In the market survey, the author found that dealers began to sort out their core strengths.
In terms of management, the introduction of advanced management systems to ensure continuity and systemic implementation; in terms of product mix, dealers maximize access to superior product resources, share operating costs and operational risks with products; more rationally in terms of brand selection Think about the market value and upside of the brand; in business, “walking with multiple legsâ€, engineering, retail, wholesale, e-commerce are all involved. All kinds of changes are nothing more than trying to seize the opportunity in the LED lighting world and rewrite the dealer layout in the traditional lighting era.
To put it simply, dealers want to make money, and whether lighting companies can make dealers earn money. This is the issue that dealers are most concerned about after the dawn of LED lighting era, and it is also a problem that companies must clarify. Many companies have considered various methods and introduced various documents to effectively manage dealers. But for dealers, only "management" is not enough.
The company's work for dealers should be carried out in four aspects: guidance, assistance, communication and control. It must consider how to pull up from the terminal, guide dealers to operate products, assist dealers to establish distribution channels, ensure smooth communication, and control dealer operation behavior. And other ways, go hand in hand to achieve a win-win situation.
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