'Home appliances to the countryside' drives the light enterprises to develop three or four markets

In order to seek survival and development, the lamp industry not only needs technological innovation, but also marketing innovation. Often, the reform of marketing methods can bring more economic benefits. However, how to do it specifically is a question worthy of consideration by the majority of enterprises. Development of new markets: Going to the countryside and going to the countryside. When the competition in the urban market is becoming more and more fierce, many enterprises have turned their attention to the vast towns and rural areas. Under the banner of building a new countryside, the demand for home appliances and even lighting products in villages, towns and villages is increasing. The policy of home appliances going to the countryside started last year has further stimulated this demand. As a result, more enterprises have started large-scale marketing campaigns to develop three or four levels of markets. Midea microwave oven launched the nationwide large-scale Township promotion activity of Ganji qianzhenxing, which is a popular project of national healthy cooking advocated by Midea microwave oven. Last year, it toured 1000 townships and towns across the country to hold related activities, the beauty of the health, efficiency, fashion microwave culture and modern life concept to the vast township. The idea of Midea in doing so is that as a latecomer in the microwave oven market, in order to maintain sustainable development, it must change from the previous vicious competition in the industry to the cultivation of users, the expansion of the market, and the downwind of home appliances to the countryside, the purpose of large-scale Township promotion is to pour trees and roots. Only in this way can we really get close to township consumers and enterprises can grasp the initiative of the future market strategy of 0. 9 billion people. Midea's rural strategy undoubtedly has beneficial enlightenment for the lighting industry. In fact, the sales price of microwave ovens and general lighting products is almost the same as that of consumer groups. When many lighting companies still stay in the city, even when the county is not involved, some pioneers have been vigorously exploring the third and fourth markets. Okos is an important case for opening up county-level markets this year. Since the beginning of this year, Auschwitz has held the Auschwitz Lighting Culture Festival in counties in vast areas of the country. It promotes the brand of Auschwitz and sells the products of Auschwitz through entertainment and promotion methods that the masses like to see and hear, in fact, this is a relatively common terminal promotion activity, but Auschwitz has made it very distinctive and effective. Auschwitz's sales performance has increased significantly. The next step is to continue to push forward to villages and towns. Of course, this is still difficult for lighting companies. In the towns and towns of the mainland, lighting products are still rare. However, many lighting companies still stay in some central cities to hold dealer meetings, and it is a dream to develop third-and fourth-level markets and even rural markets. This is still a question of strategic thinking. Instead of struggling in small and medium-sized cities, why not take a step ahead of the rural market? Surrounding the city from the countryside may also be the right path for brand growth. The new manufacturer cooperation relationship, whether it is the home appliance industry or the lighting industry, is almost plagued by manufacturer conflicts. Taking the lighting industry as an example, this year's big event is nothing more than the dispute between NVC Lighting and its Zhejiang operation center Huace chain. NVC established a direct Zhejiang branch after the Zhejiang operation center was revoked, this kind of branch also exists in other lighting enterprises. Therefore, the lighting industry has raised new questions about the trend of cooperation between manufacturers. Is it static or broken? Although there is not much action in the lighting industry in terms of channel mode at present, both manufacturers have to think about the future. In the process of promoting microwave ovens, Midea proposed a wide range of joint ventures. Midea microwave oven's upcoming channel reform is to improve the original administrative-based management into market-oriented management. In the past, Midea focused on market share while dealers focused on net profit, these are two kinds of appeals that will always produce conflicts. After the establishment of the joint venture, the two forces of the local offices and dealers were closely linked. Midea's joint venture company signed a contract with the dealer for 5 years, which is equivalent to giving the dealer a 5-year contract period, so that he dares to plan and invest. However, Galanz, the rival of Midea microwave oven, has established joint-venture holding subsidiaries extensively. The traditional marketing center and office management mode have completely withdrawn, and all sales subsidiaries have independent legal personality, this also means that each subsidiary has the decision-making power to operate in the local market, operating independently and being responsible for its own profits and losses. In the past, there was a buying and selling relationship between manufacturers. Now, this kind of buying and selling relationship is no longer suitable for the needs of the new situation. Our future cooperation mode is to jointly establish a business model and business relationship of sustainable profit and sustainable development. Du Jianjun said that Channel reform is a competitive necessity. The reform should be based on the premise of enhancing competitiveness and the basic principle of free and voluntary. It should be safe and controllable, energetic, healthy and sustainable, it is the essence of channel reform.