LED lighting business rookie How to counterattack the market?2

In Henan, where the central plains are competing, there are many large distributors of lighting and lighting. Wang Jianjun is a rising star: In the early 2014 s, he went back to his hometown to start his own business and started from scratch in the rapidly changing market competition. and gradually gained a foothold in the Henan market. Looking back on the growth path in recent years, Wang Jianjun's feelings are nothing more than two points: first, follow the brand and choose the right direction; Second, unconsciously, 2016 has come to an end. More than 30 new professional outlets have been added, and the performance has increased by 35 years. After checking the year-end transcripts, Wang Jianjun is still satisfied with this: although the overall market is cold this year, however, the US lighting Henan operation center has achieved steady growth. In Henan, where the central plains are competing, there are many large distributors of lighting and lighting. Wang Jianjun is a rising star: In the early 2014 s, he went back to his hometown to start his own business and started from scratch in the rapidly changing market competition. and gradually gained a foothold in the Henan market. Looking back on the growth path in recent years, Wang Jianjun's feelings are nothing more than two points: first, follow the brand and choose the right direction; The second is focused and pragmatic. The market does not need too much ingenuity and Vanity. If you settle down to do a good job in channels and services, you will have a good harvest. Deep distribution, intensive cultivation of the township market, in the US lighting distribution system, although Wang Jianjun is not the big one, it is growing into a fast dazzling star. It is understood that the current US lighting Henan operation center has more than 100 distribution outlets, and this year 9-The expansion of township channels in October was outstanding. According to Mr. Wang, the company's work on the Channel this year is mainly concentrated in three major aspects: First, strengthen the intensive distribution of professional channels. In recent years, with the acceleration of urbanization, the construction of new cities has continued. In Henan, the vast majority of more than 100 counties in the province have seen the phenomenon of replacing the old city with the new one, which also means new market opportunities for the lighting industry. All parts of Henan are developing new cities. Under the influence of various factors such as transportation and urban planning, the development of the original Old Light City and old building materials market is increasingly cramped, while new stores are emerging one after another. In many areas, there are now two or three lighting markets at the same time. Facing the areas with weak network layout, we will strengthen the distribution network according to the principle of opening a store in a lamp market. Mr. Wang told reporters that the original old market, good locations and good stores were occupied by big brands. The new stores have more choices for us new merchants. and there are outlets that will naturally drive the growth of sales. After all, the development of the third and fourth markets in recent years is very good. The second is to increase investment in publicity and promotion of key markets. Good steel should be used on the blade. For the well-done regional market, Mr. Wang's tilt resources increased support. For example, in the benchmark markets such as Dengfeng and Huixian, large-scale outdoor advertisements have been placed in local lighting stores and building materials streets this year to increase the brand awareness and influence of Midea lighting in the local area. At the same time, it also gives full support in terminal promotion, product display, advertising, learning and training, and strives to help county agents to vigorously develop Township distribution networks. The third is to actively cooperate with the pace of the headquarters and strengthen the business of group buying and engineering. Backed by the strong strength of the parent company's brand and capital, the US lighting has been steadily and steadily in the past few years. This year, it has achieved a sales growth of more than 35 against the market. This year, a relatively big adjustment of Midea lighting's business organization structure is assigned to the central air conditioning division of the group, which can better integrate advantageous resources such as HVAC and cooperate with real estate such as Evergrande and Poly. this has brought about a rapid increase in the performance of the engineering sector. Following the pace of the headquarters, this year we have also strengthened our investment in engineering business and started to set up our own engineering team to directly or assist distributors to follow up lighting engineering projects. Wang Jianjun said that in addition to this, we also participated in Midea Group's 115 Brand Day and other activities, and jointly promoted and purchased with local Midea air conditioners and home appliances. The effect was not bad. Next year, we will continue to increase investment in this activity! 2017: the opportunity of the brand, the desperate situation of the brand! Since October this year, chips, lamp beads, logistics, copper foil, cartons and other raw materials and accessories closely linked to the manufacturing industry have been booming, and many lighting companies have complained. Especially in the recent period of time, under the harsh environmental protection in the history, some factories with serious pollution, unqualified environmental indicators and lagging production capacity have been shut down and rectified. this has further aggravated the supply fluctuation of raw materials upstream of lighting. In this regard, Wang Jianjun believes that this may be a new turning point in the development of the industry for the originally chaotic lighting industry. Those small enterprises that rely on price wars and have no core advantages have no profits, and the supply chain system is not stable. The price increase of raw materials has a great impact on them, and even directly leads to closure. For brand enterprises such as Midea lighting, its brand premium and anti-risk ability are relatively strong, but it is easy to develop strongly in such market clean-up. For example, in the past, a lamp was sold for 800 yuan, and customers had to bargain. Now it has risen to 900 yuan and is still rushing for it. At the crucial moment, everyone still trusts the brand. The business may be more difficult in 2017, but this is also an opportunity for the development of brand enterprises. Wang Jianjun concluded.