[Zhongshan reporter / Zhou Jianhua] On April 15 this year, the "red-headed documents" of the Zhengzhou office of Op Lighting Co., Ltd. was extremely hot. Its content is similar to the exclusive "blocking order" issued by some provincial-level operating centers in the past year. This series of lighting and electrician brands include: NVC Lighting, Wrigley Lighting, Yiguang Lighting, Fengguang Legend, Simon, Home, etc.
"Op has always refused to allow agents to get involved in other brands, but there are policies and countermeasures. Merchants have scruples, but they have to play the sideline, operate the storefronts separately, or operate separately from the storefront." Zhengzhou Yi The person in charge of the store told the Gaogong LED reporter.
At the time of the surge of LEDs, although many insiders feel that LED lighting channels should be diversified, their construction should also be combined with the characteristics of the company itself. However, from the actual situation, leveraging traditional channels is still the most effective way for emerging LEDs or established traditional lighting companies to drive sales growth. The strong and high-quality channels of Oupu, NVC, Buddha Photo, Sanxiong-Aurora and other strong brands in circulation and engineering have naturally become the "public target."
According to the official data of Op Lighting, this lighting company, founded in August 1996, covers home, business, electrician, light source and other fields. At present, there are 37 offices, and there are more than 30,000 sales outlets in various channels in China, all over the country.
Of course, in the storefronts of different levels of market, the performance of Oupu LED lighting products is also different. On the whole, the first-tier cities have strong cohesiveness and rich monopoly images; the second-three-four-fourth cities have a wide range of channels, but their loyalty is weak. The reporter once saw that a town-level market opened two brand stores less than 150 meters away, which are mainly home and hardware channels. However, the light source and the electrician, and even some of the lamps such as ceiling lamps and spotlights overlap, resulting in the same price. The home furnishing store owner who established the early five years is quite vocal, and the energy is gradually transferred to other brands.
At the same time, the merchants are quite vocal about the price and style of Op Lighting products. "With the same light efficiency and warranty period, Oup's purchase price is more than 50% higher than that of the peer. In order to maintain profit, the retail price will double." An Austrian distributor in Zhengzhou said that such a price makes the product difficult to channel. Sinking, and the traditional lighting manufacturers such as Op, lag behind the LED strength brand in LED promotion strategies and product upgrading.
For example, in order to quickly open the market, many new LED companies are through high-selling goods, high reimbursement, high rebates, plus throwing "ultra-low price" as a stepping stone, and provide free modular showcases, samples, and dealers. A series of services such as channel protection and after-sales to seize the distribution resources of strong channel brands.
This has led many companies such as Opto to seek cooperation with more cost-effective LED brands and products, and also some of the Op-Provincial Operations Centers issued a “blocking order†in 2013 to boycott other LED lighting brands at Op Lighting Distributors. Appears. What's more, for Op Lighting, it is currently in the stage of planning for listing, and the stability of channels and the growth of performance are particularly important.
"This kind of regional rivers and lakes 'blocking orders' is not limited to the European Union. Last year, NVC and the Buddha photos were also issued, or the brand companies that want to control the channel resources and the provincial capital will have this convention." A marketing plan for lighting According to the analysis of the person in charge of the organization, “there is no excuse for this. It is the reason to clean up the dealers whose profitability is not strong. After some merchants take the brand agency right, they will sell the dog meat directly from the industry. The base looks for OEMs to sell and sell counterfeit branded products."
Of course, this kind of "blocking order" is also in turn easy for the new brand to "drill into the propaganda gap." For example, last year, NVC Lighting's “blocking order†for the area of ​​Yiguang Lighting, because NVC became a popular stock in Hong Kong stocks at the time, the article reading and reposting rate of NVC was also improved. Under the spread, the article "Blocking Order" is also known as "Yiguang", a brand from Taiwan that is well-known in mainland China and Hong Kong.
[Note: This article is the exclusive report of Gaogong LED . Please reprint the agreement in advance. For legal reprint, please refer to: Gaogong LED copyright maintenance - "Anti-infringement action" statement will be deemed to be illegally reprinted, this website will be held legally responsible! 】
"Op has always refused to allow agents to get involved in other brands, but there are policies and countermeasures. Merchants have scruples, but they have to play the sideline, operate the storefronts separately, or operate separately from the storefront." Zhengzhou Yi The person in charge of the store told the Gaogong LED reporter.
At the time of the surge of LEDs, although many insiders feel that LED lighting channels should be diversified, their construction should also be combined with the characteristics of the company itself. However, from the actual situation, leveraging traditional channels is still the most effective way for emerging LEDs or established traditional lighting companies to drive sales growth. The strong and high-quality channels of Oupu, NVC, Buddha Photo, Sanxiong-Aurora and other strong brands in circulation and engineering have naturally become the "public target."
According to the official data of Op Lighting, this lighting company, founded in August 1996, covers home, business, electrician, light source and other fields. At present, there are 37 offices, and there are more than 30,000 sales outlets in various channels in China, all over the country.
Of course, in the storefronts of different levels of market, the performance of Oupu LED lighting products is also different. On the whole, the first-tier cities have strong cohesiveness and rich monopoly images; the second-three-four-fourth cities have a wide range of channels, but their loyalty is weak. The reporter once saw that a town-level market opened two brand stores less than 150 meters away, which are mainly home and hardware channels. However, the light source and the electrician, and even some of the lamps such as ceiling lamps and spotlights overlap, resulting in the same price. The home furnishing store owner who established the early five years is quite vocal, and the energy is gradually transferred to other brands.
At the same time, the merchants are quite vocal about the price and style of Op Lighting products. "With the same light efficiency and warranty period, Oup's purchase price is more than 50% higher than that of the peer. In order to maintain profit, the retail price will double." An Austrian distributor in Zhengzhou said that such a price makes the product difficult to channel. Sinking, and the traditional lighting manufacturers such as Op, lag behind the LED strength brand in LED promotion strategies and product upgrading.
For example, in order to quickly open the market, many new LED companies are through high-selling goods, high reimbursement, high rebates, plus throwing "ultra-low price" as a stepping stone, and provide free modular showcases, samples, and dealers. A series of services such as channel protection and after-sales to seize the distribution resources of strong channel brands.
This has led many companies such as Opto to seek cooperation with more cost-effective LED brands and products, and also some of the Op-Provincial Operations Centers issued a “blocking order†in 2013 to boycott other LED lighting brands at Op Lighting Distributors. Appears. What's more, for Op Lighting, it is currently in the stage of planning for listing, and the stability of channels and the growth of performance are particularly important.
"This kind of regional rivers and lakes 'blocking orders' is not limited to the European Union. Last year, NVC and the Buddha photos were also issued, or the brand companies that want to control the channel resources and the provincial capital will have this convention." A marketing plan for lighting According to the analysis of the person in charge of the organization, “there is no excuse for this. It is the reason to clean up the dealers whose profitability is not strong. After some merchants take the brand agency right, they will sell the dog meat directly from the industry. The base looks for OEMs to sell and sell counterfeit branded products."
Of course, this kind of "blocking order" is also in turn easy for the new brand to "drill into the propaganda gap." For example, last year, NVC Lighting's “blocking order†for the area of ​​Yiguang Lighting, because NVC became a popular stock in Hong Kong stocks at the time, the article reading and reposting rate of NVC was also improved. Under the spread, the article "Blocking Order" is also known as "Yiguang", a brand from Taiwan that is well-known in mainland China and Hong Kong.
[Note: This article is the exclusive report of Gaogong LED . Please reprint the agreement in advance. For legal reprint, please refer to: Gaogong LED copyright maintenance - "Anti-infringement action" statement will be deemed to be illegally reprinted, this website will be held legally responsible! 】
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