Analysis of the embarrassing role of LED lighting dealers

So far, lighting dealers are still a familiar and unfamiliar group to the public. They are active in every store in the lighting Channel terminal market, throughout the context and link of the entire lighting market, their voices have been hidden behind lighting products and manufacturers, and rarely known by the mainstream of society. Even they themselves may not realize the importance of the group of lighting dealers in the lighting system. In recent years, with the breaking of the traditional channel pattern and the diversification of consumers' purchasing channels, the relationship between distributors and manufacturers, which should have been closely linked, shared prosperity and decline, has been forced by fierce market competition to re-examine and adjust the relationship between the two sides. Before the new relationship is constructed, distributors have been playing an embarrassing role in the quadrangular relationship composed of manufacturers, products, distributors and consumers. This article aims at the embarrassment and confusion encountered by distributor groups in recent years and encourages everyone, there will be more and more meetings in the lighting industry, not only limited to its annual meeting, quarterly summary meeting, but also more important dealer conferences. It is understood that many lighting manufacturers are at the beginning of the year, is to open a dealer meeting. In order to attract the attention of dealers, the company has made great efforts in the annual dealer conference, it is painstaking to set up preferential prices, select conference addresses, determine gifts, arrange conference procedures, set up conference reception and service groups, etc. Some dealers think that the distributor conference has become a necessary process meeting every year, the purpose is to let the dealers order; Some dealers admit that they are very disgusted with this kind of lighting enterprises. The Enterprise dealer conference has no other practical significance except to take money to eat, drink and play. It has neither benefits nor benefits for dealers, I can't learn anything. Looking at the reasons why dealers lose interest in such meetings, in addition to the single form, some dealers may lack confidence in brand management due to poor operating conditions, or the operating brand can not follow the pace of the dealer, and the dealer has the intention to change the brand management. Secondly, the meeting is in the form and has little effect. According to the author's understanding, the dealer conference usually begins with a large and empty speech. The role of the dealer is the audience and is not interested in the topics involved in the meeting. The author believes that lighting enterprises should turn their goals to their dealers, focus on how to better develop enterprises, how to make more money for dealers, dilute the role of enterprises in the conference, and let dealers be the protagonists, listen to them talk about the difficulties encountered in the operation, share some successful experiences, etc; On the other hand, it is necessary to pay attention to corporate culture, so that dealers can see the development potential of enterprises and their own profit margins. Profits are getting less and less. With the rise of the younger generation of consumers and the increase of lamp product types, even dealers of big brands are suffering, dealers have changed from simply selling lamps to local lamp enterprises, such as publicity and promotion, online competition, etc. At present, dealers do not dare to take the porcelain work of lighting without two brushes. A large number of brand lighting dealers said that the market has suffered from encroachment and profits are approaching the edge. The price is a good killer for them to grab the lighting market. It is an indisputable fact that the profits of lamp products hit the ceiling and turned down. As for when the profit of lamps begins to show signs of landslide, there is no exact time point; What is certain is that the profit of lamps has been in a downward channel in recent years. The more mature the market economy is, the more participating manufacturers will be, the more fierce the competition will be, the lower the profit margin will be, and the sales will become more and more difficult. A person in charge said this. Originally, the profit of lighting lamps is not high. If the market is seized by price war, it means that the dealer's life will become more and more difficult. Of course, in the entire damaged chain, enterprises are seriously injured. But it is undeniable that the key to whether the dealers and enterprises can come together is to see if a win-win situation can be achieved. In traditional dealers- In the unequal relationship purchased and built by enterprises, distributors have been playing a passive role, and now this passive is being broken. As for the future transformation of the relationship between dealers and enterprises, the author will continue to pay attention. Of course, no matter under what kind of mode, distributors will have embarrassment and difficulties due to the particularity of their roles, but distributors should learn to communicate with enterprises, take the initiative to share your own difficulties and confusions in your own meeting, rather than passively accepting, otherwise the meeting can only be a one-man show directed by the manufacturer. Therefore, the author hopes that the lighting enterprises will have less, the dealers will have more voice, the communication between the two sides will be smoother, and the profits will be more.