In order to survive and develop, the lighting industry is not only technologically innovative, but also can not have a lot of marketing innovation. Often, the reform of marketing methods can bring more economic benefits. However, how to do this is a question worthy of consideration by the majority of companies.
Build new vendor partnerships
Neither the appliance industry nor the lighting industry has been plagued by the conflict of manufacturers. Taking the lighting industry as an example, this year's biggest incident in this regard was the dispute between NVC Lighting and its Zhejiang Operations Center Huace chain. NVC established a direct Zhejiang branch after the cancellation of the Zhejiang operations center. Other lighting companies also partially exist. As a result, the lighting industry has raised new issues for the direction of the manufacturers' cooperative relations. Is it immutable or is it broken? Although in the channel mode, the lighting industry has not yet made great moves, but for the future, both manufacturers can not but ponder.
In the process of promoting microwave ovens, Midea proposed the establishment of an extensive joint venture. The channel change that Midea microwave oven is about to promote is to improve the management of the original â€œadministrative standardâ€ to â€œmarket-orientedâ€ management. Before the United States focused on the market share, dealers care about the net profit. This is a conflict that will occur from time to time. Kind of appeal. After the joint venture was established, the two offices and distributors were closely involved. The signing of the contract between the American affiliate and the distributor is a five-year period, which is equivalent to giving the dealer a contracting period of five years, so that he dares to plan and dare to invest. And Galanz, the rival of Mideaâ€™s microwave ovens, established a â€œjointly controlled holding subsidiaryâ€ extensively. The traditional marketing center and office management model completely withdrew. All sales subsidiaries have independent legal personality, which also means that each subsidiary company It has the decision-making power to operate in the local market, operate independently and assume sole responsibility for its profits and losses.
â€œIn the past, vendors had a buying and selling relationship and were buying and selling one at a time. Now, this kind of buying and selling relationship is no longer suited to the needs of the new situation. Our future cooperation model is for manufacturers to jointly build a sustainable and profitable, sustainable business model. Business relations.â€ Du Jianjun said, â€œChannel change is a kind of inevitable competition, and change should be based on the premise of improving competitiveness. It should be based on the principle of freedom and voluntariness. It is safe, controllable, energetic, healthy and sustainable. It is the essence of channel change. â€
Developing New Markets: Going Down to the Countryside
When the market competition in the city becomes more and more fierce, many companies have turned their attention to the vast countryside and rural areas. Under the banner of building a new countryside, the demand for home appliances and even lighting products in townships and villages has continuously increased. The policy of "home appliances going to the countryside" further stimulated this demand, and as a result, more companies started large-scale marketing campaigns to open up the three or four levels of the market.
Midea's microwave ovens launched the â€œGreat Market, Thousands of Townsâ€ national campaign to promote large-scale villages and towns. This is the popular project of healthy cooking advocated by Mideaâ€™s microwave ovens. It organised related activities in 1,000 townships throughout the country last year, bringing beautiful, healthy, efficient and fashionable microwave culture to the United States. And the concept of modern life penetrated the vast townships. The idea of â€‹â€‹the United States doing this is that, as a latecomer to the microwave oven market, in order to maintain sustainable development, it is necessary to shift from the previous vicious competition in the industry to the cultivation of users and the expansion of the market. With the help of â€œhome appliances to the countrysideâ€, the large-scale township promotion will be carried out. The purpose is to â€œpour the trees and water the rootsâ€. Only in this way can we really get close to the township consumers, and enterprises can grasp the initiative of the future market strategy of 900 million people.
The beauty of the country's rural strategy will undoubtedly have beneficial implications for the lighting industry. In fact, the sales prices and consumer groups of microwave ovens and general lighting products are almost the same. When many lighting companies still remain in the cities, and even the county seats are not involved, some forerunners are already vigorously developing the three or four-tier market. Oaks is an important case for pioneering the county market this year. Since the beginning of this year, Oaks has held the â€œAustria Illumination Culture Festivalâ€ in the county seats in a wide area of â€‹â€‹the country. This is a common way to publicize the Oakes brand and sell the Oaks products through popular entertainment and promotion methods. Terminal sales activities, but Oaks has done it very characteristic and very effective. The sales growth of Oaks is significant. The next step is to continue to promote the township and rural areas. Of course, this is still a certain degree of difficulty for lighting companies. In the townships of the Mainland, lighting products stores are still rare. However, many lighting companies still stay in some central cities to hold dealer conferences. It is a dream to develop three or four markets and rural markets. This is still a matter of strategic thinking. Instead of struggling in small, medium and large cities, why not take a step forward in the rural market? "Encircling the city from the countryside" may also be the correct path for brand growth.
Conduct public service marketing
For many famous brands, the use of public welfare activities to expand brand influence and sales has become an effective way. In the large-scale township and township promotion activities of the â€œFarming Towns and Townsâ€, Mideaâ€™s microwave ovens selected some elementary schools in townships and villages to launch microwave ovensâ€™ campus gifts. The â€œmove to the countrysideâ€ campaign was carried out along with activities to enrich the spiritual and cultural life of rural residents. Similarly, since 2006, Skyworth has launched a huge program called â€œSkyway New Village Cinema Projectâ€ with a total investment of 10 million yuan, and it has been sent to more than 4,000 townships in 600 counties across the country, which is more than 80 million to 100 million rural areas. The audience releases the movie. Skyworth has also cooperated with Vantage and Four Seasons Mu Ge to hold this project. At the same time as Skyworth held new rural cinema projects, it combined sales and brand promotion in various places and promoted sales in the process of brand promotion, thus achieving a win-win situation.
The public welfare marketing activities of the lighting industry are worth mentioning, of course, of Ops. In 2007, Ops gained a good reputation through the â€œSpring Festival Gala - Bright Lineâ€ campaign of China Central Television.
However, this kind of public welfare activity is best able to be able to land, that is, like the United States, Skyworth as deep as consumers. During the Beijing Olympics last year, Aoke held public welfare activities that landed and gave away products to farmers and schools free of charge in the old and poor areas. NVC, who has always been using invisible channels, has also started to surface and has stepped up promotion of the ground. This year, NVC launched the "Lighting Campaign" to promote energy-saving lamps, and thus carried out large-scale public welfare activities "Guangmingxing" to support the education of mountain and rural areas. This activity not only greatly expanded the NVC brand's influence, but also greatly benefited NVC's deepening channel construction in the 3rd and 4th markets. Almost at the same time, Op will also let charity activities land, and launched the â€œSilicon, Bright, and Brightâ€ campaign in Shandong Province to help cataract patients recover their health. In fact, we can see that the above-mentioned public welfare activities are also a way for these companies to develop the tertiary market and the rural market. It is difficult to rely on conventional means to develop a weakly-branded rural market. Commonweald activities are often conducted by powerful companies. Such activities are likely to become a stepping stone for developing rural markets.
For the lighting industry, there are some important marketing innovations, such as the expansion of invisible channels and project sales. This year, not only NVC and Sanxiong and other engineering and commercial lighting enterprises have held a wide range of activities such as decoration designer forums to expand the marketing of invisible channels and bid for major projects. OPAL has also intensified the marketing of invisible channels and set up a project sales department. Contacting the decoration designer to promote commercial lighting products; and reaching a procurement cooperation with Vanke, relying on Vanke real estate sales of products, this project marketing strategy worthy of reference for other home lighting companies.
Lighting City as a mainstream channel must be good at using popular marketing
In the lighting industry, Luminaire City is the mainstream channel, and most of the products are sold through Luminaire City. With the increase in the number of lighting companies and the intensification of competition in other channels, the City of Lights also faces the problem of marketing innovation. At this forum, the representative of Hong Kong Harbour City introduced the marketing practices of Harbour City. These practices have a good reference value for the marketing of the lamps and lanterns cities around. Hong Kong Harbour City, Hong Kongâ€™s largest shopping mall, has successfully used commodity portfolio strategies, operating strategies and dissemination and dissemination strategies in the ever-increasing market competition, and has achieved market consolidation and improvement. The three strategies, simply put, are the selection of marketable goods as much as possible, improvement of mall management and services, and strengthening of external advertising.
Lamps and lanterns are daily consumer goods for all residents, and are also popular consumer goods for arts and technology. Lamps and lanterns cities should seize these factors and be good at using and exerting them. Promotion of lamps and lanterns in the form of the promotion of lamps and lanterns like Hong Kong Harbour City will be implemented to realize manufacturers and merchants. And Lamps City wins. Some advanced lighting cities have already performed in these areas. Beijing Collier, Chengdu Golden House, etc. are becoming more and more critical in selecting brand, variety and quality of lighting fixtures, ensuring that products meet the reasonable needs of consumers and adapting to consumer trends; Chongqing Oriental Lighting Plaza strengthens market management and promotion. Service level; Zhengzhou Kim Tae-jung held the Model Contest and Lighting Culture Festival; Beijing Shilihe Lighting City (see the map) held the â€œSpring Breeze Actionâ€ charity event, etc. These practices have all greatly expanded the public influence of the Lamps City and promoted it. The sales of lamps. Of course, there are many successful shopping malls worthy of reference for the city of lamps, lamps and lanterns around the city should be good at learning, so that the popularization of lighting brands is also of great benefit.
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