At present, most medium-sized enterprises in China adopt a relatively direct sales agency model. In the direct sales channel, they are mainly sold through specialized lighting and lighting markets. In these professional markets, many manufacturers and distributors display products to consumers. It feels more intuitive and interactive than counter sales, plus the relatively cheap price and wide choice. Wenzhou, Hangzhou, Beijing, Taiyuan, Shanghai, Chengdu, Zhengzhou, Wuhan, Tianjin, Qingdao, Chongqing, Shijiazhuang and other places have successively opened large-scale lamps and lanterns in the northeastern region of the city, Shenyang, Dalian, Harbin, Changchun and other big cities. There are professional lighting in the city of Inner Mongolia, Xinjiang and other regions, lighting companies directly to sell less, mainly by Zhejiang dealers.
There are about 20 professional lighting markets in Beijing, with annual sales of more than 2 billion yuan; more than a dozen in Shanghai, annual sales of more than 1.5 billion yuan; Chengdu's annual sales of more than 1 billion yuan.
1. Brand stores are gradually emerging, lighting products are a special kind of products, their light source products can be positioned as fast-moving consumer goods, lighting appliances are classified as durable industrial products, traditional one-store multi-brand sales methods, not only can not Customers provide more professional and better services, and are not conducive to brand building. Therefore, the store model is a two-pronged approach. Such as NVC lighting, Op lighting and so on.
2. The supermarket channel can not be ignored. Due to the variety of products and complicated use environment, lighting appliances are subject to certain restrictions in the promotion of comprehensive supermarkets. However, as a household item, there is still potential in the sales performance of the comprehensive supermarket. Benefits will be reflected in the following two aspects: first, increase sales share and expand product market share; second, supermarkets have strong brand promotion functions, which have a very positive effect on establishing a good brand image and enhancing brand awareness; Sales of other channel products have a significant boost.
3. Due to the limited strength of medium-sized enterprises, most dealers take the form of cooperation with enterprises. The company set up an office to carry out unified management, taking into account functions such as brand promotion, sales and service, and at the same time enhance the market tension of brand monopoly.
In short, the competition in the lighting industry is becoming more and more in-depth, and the pattern will change accordingly. In addition to product competition, channel competition will gradually dominate the consumer market. The brand monopoly situation can also be regarded as long-term investment, and promote the expansion of brand gold content in its own products. At the same time of market share, this professional channel with localization advantages will become another profit platform for enterprises.
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