Into the ancient town of Zhongshan, which has the reputation of “the world's lamp capitalâ€, it is found that the number of stores in many manufacturers is further increasing. The decoration and display of the store are more magnificent. The number of banners and billboards for publicity has increased. The marketing and business model of the “back factory†is still prosperous. However, through deep contact and understanding with some enterprises, the proportion of false prosperity is very huge. The head of a company that is among the top crystal lamps said: “I have done nearly 20 years. The crystal lamp, the annual sales is only more than 30 million, there have been few growth in the enterprise for several years, not only that, such a good crystal lamp, the price does not go up, the profit is very low; there are hundreds of dealers, one per year Batch replacement and loss, loyalty is also low, it is very normal to go through the order. I am deeply impressed and always want to find a professional manager, but also can not find."
Indeed, I saw that the company's products have many styles and good quality. When asked by the peers, the brand basically does not know much.
In the past few years, Nanfang Liao Company has found out in the ancient towns such as the status of the crystal lamp enterprise through the planning and consulting services of the enterprises such as the town of Bailitong Lighting and the contact with many lighting companies. Through years of research and industry services, I believe that Chinese lighting companies must completely change this situation and must achieve four major changes in order to gain competitive advantage and victory:
First, realize the fundamental change of management concept: change the business as a trader, take the initiative to attack, grasp the initiative of market competition, and grasp your own destiny
The vast majority of lighting companies start and earn the first bucket of gold is the "front shop and back factory" business and marketing model, can be described as "a fresh trick, eat all over the sky", eat is decades. The problem is that the customer's requirements have changed, the competitor's practices have changed, and the requirements and practices of dealers and retailers have changed. However, there are so many lighting companies that are still addicted to themselves. The reason is very simple. Opening a store, waiting for customers to talk about business, talking about business is the easiest and lowest cost marketing method.
The current environment is the deep buyer market, companies are no longer simply to meet sales, but also must meet market demand and meet competitive needs! With a classic language on the playing field: the best defense is offense. Lighting companies must abandon the marketing concept of "waiting for the rabbit", from the sitting on the stool to sell things to stand up, from the store to the merchants who will walk, go out of the store, walk out of the ancient town, out of Guangdong, take the initiative.
Second, boldly abandon the "pre-shop and post-factory" model, establish a new marketing model innovation, and develop new sales channels in accordance with company strategy and requirements.
Jiang Taigong fishing, willing to hook. Obviously, what fish caught the hook, what fish was caught, if the delicious and delicious fish did not bite, it would not be available. The original marketing method of “front shop and back factory†is that the customer chooses the enterprise, not the enterprise to choose the channel. First-class enterprises have market operation ideas, strategic top-notch, strategic location, and a systematic channel strategy. According to their own development requirements, they choose channels that meet the enterprise standards.
Bailitong Lighting first realized direct supply mode in Guangdong, developed terminals, managed terminals, established efficient logistics distribution centers, integrated marketing, established base market, and achieved great success in the Pearl River Delta market, then entered the Yangtze River Delta market and distributed logistics. The center has been built to the first line of the market. In just two years, it has achieved remarkable results. This is a classic case for implementing the “going out†strategy and successful marketing model innovation. It is worth learning from the self-styled lighting companies.
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