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Planning motivation:
In the lighting industry, there is a saying: "You are good at me, and you are dependent on each other. You share the same glory and don't talk about separation." It is about the good relationship between lighting manufacturers and distribution, and the prosperity and development.
Good lighting products require good dealers to promote sales, and good dealers never go to distribute "lighting garbage products." All along, production companies are constantly developing and updating their own lighting products, how to communicate with dealers, and good relations are also the top priority of their business development. There is no reason for it. Dealers have mastered the lifeline of most of their excellent products. Dealers are one of the lifeline of manufacturers. The relationship between producers and distributors can be described as lip-to-tooth, closely linked and inseparable.
However, a series of recent investigations by reporters found that a large number of lighting dealers have such uncommon pains in the current production enterprises, from product technology update faults to after-sales tracking services, to Sales profits and market space, and so on, have led to the current situation between dealers and manufacturers.
As the saying goes, the lips and teeth are dependent, and the lips are cold. If the dealer is the lip that can be relied on, then the producer is the clean tooth that pushes the lips to surf and wind up. The dealers who are sweating and raining are selling all kinds of lighting products for the production merchants, and at the same time they are looking for sales profits, what kind of pain and injury are there, why are their lighting products more difficult to distribute? This newspaper special report on the topic of "unbearable weight, dealers", from the dealer's bit of pain, to their successful countermeasures after painstaking pains, etc., take a case, get a glimpse of the effect of the leopard, look forward to lighting production The merchants responded.
A painful one: too few new varieties, serious homogeneity
Mr. Li, a dealer from Chongqing, is deeply touched by the various difficulties that have appeared in the lighting industry. He feels that the market is getting harder and harder. Mr. Li’s store is mainly engaged in the operation of mid-range lighting. Now the lighting market is light, and there are more people selling lamps than those who buy lights. Because lighting products are not suitable for direct ordering by sending pictures or emails, he usually comes to Guzhen to purchase goods at regular intervals. His store operates a variety of brand of lighting, you must go door-to-door to see, talk, shop around, grasp the fashion trend of lighting, only from the manufacturers to purchase. In this way, it takes at least a week for him to travel to and from the ancient town, and the cost is relatively high.
Because the new lighting is relatively small, Mr. Li has little room to choose new lights. Sometimes he travels throughout the ancient town and rarely sees special new lighting. Some of the so-called new lightings are just a little modified on the basis of the old lighting, and there is no refreshing feeling. Moreover, the lighting industry is counterfeiting. Some small factories have begun to imitate people's homes when they see new products launched by other companies. Because they do not have to invest too much research and development costs, counterfeit products are cheaper. The homogeneity is serious, and the products purchased by dealers are similar. Highly homogenized products have to rely on price wars to win the market. The profit margin of dealers is relatively relatively school. In recent years, Chongqing has added a lot of lighting hypermarkets, such as Jianmaite Lighting and Oriental Lighting Plaza, where shopping The environment is very good, and some products are clearly priced, and they have a comparative advantage in terms of business variety, price and service, which has brought us a big impact. Dealers have to constantly increase the operating area, luxury decoration, improve service quality, increase product categories, and provide a more comfortable buying environment to attract customers.
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