The flattening channel and the downshift of the channel center of gravity have become the inevitable trend of the development of lighting and lighting industry. Channel sinking is beneficial for manufacturers to enhance their control over channel network, improve the efficiency of information transmission and make more profits to consumers. Many manufacturers have also carried out a series of adjustment and transformation of their organizational structure and operation strategies. The crucial topic in the channel, manufacturers should according to their actual situation, do what.
Green: "Wan Town Shops 2" Xinghuoliaoyuan
Shanghai Luyuan group executive vice president Luo Quanxing
In 2016, green energy has been established covering all large and medium-sized city, most of the three or four secondary market sales network, has a direct supply of hundreds of dealers, distributors of the 10000 green brand shop more than 1000. According to the channel sink, green lighting launched the "million town shops 2" activities quickly in various regions of the country together force, market Triumphant news keeps pouring in.
The channel of decryption
The green channel covers almost two or three national market, especially in the East China region has sink to the township. The distribution of the channel is more flexible, and it is set according to the different area and the ability of the agent. Provincial operations center, county agents, direct supply stores etc.. Green marketing now has a staff of more than 40, divided by three major north-south Shanghai area; support, personnel support, advertising and promotional activities in support of investment conference support for distributors.
According to the Shanghai Luyuan group executive vice president Luo Quanxing introduced, according to the characteristics of the rural market, in the town of 2 million shops "specific operation, green lighting is carried out as follows: take advantage of the principle of centralized deployment of personnel, region redivides, division of the seven war zone, identified the first batch of 2 shops Wan Zhen operation area. The personnel and resources to focus on the breakthrough of the market model; professional services to help dealers, intensive and meticulous farming, roadshow and promotional activities, product display, sales promotion and other work; each theater set up 1 team leader, business manager as theater consultant, provide policy support for the project implementation.
In addition, in order to ensure the implementation of Wan Town Shops 2 "strategy, a company will be willing to maintain support the common progress of the dealer and the green hand will support staff, students, provide special funds for them. In the current environment, some of the original agents in the region are blocked during the transformation process. They will no longer continue their cooperation and development. Therefore, we will also direct investment in the blank areas, and recruit new and innovative agents with ideas and ideas to cooperate.
Goose: "1+N" model, to build a three-dimensional channel network
Marketing Director Yu Eagle Hangzhou swangoose Electrical Co. Ltd.
At present, which has offices in all provinces, except Tibet autonomous region, mainly in the capital level of key areas and cities. After many years of accumulation, but to create a three-dimensional network of channels, the channel type covers the distribution channels, electricity supplier channels, decoration channels, super channel and group clients; clients number more than 1000, a level more than 3000 outlets, two outlets on the 10000.
The channel of decryption
According to the Hangzhou swangoose electrical limited company marketing director Yu Ying said, according to the top-level design of Hongyan channels, each channel layout principle in all parts of the industry in accordance with the mode of development of 1+N ", which is a comprehensive distribution / operators, many project dealers jointly carry out the development and maintenance of regional market. The reason for using this way, mainly because of a large home market, market segmentation, different types of users, their needs and ways to buy products, have great difference, Hongyan through multi legged walking, to ensure that the home market and engineering market different needs of these two major customers.
In addition, the company set up nearly 1000 business teams to support dealers in product mix, price system planning and design, and terminal display, display and brand promotion. According to the regional consumption level, brand awareness and market share and other indicators to channel distribution. At present, affected by the market environment, channel development is more difficult than the previous high, higher requirements on the Hongyan customer choice, product line, service maintenance of support.
According to the channel distribution strategy in 2016, Hongyan will local roots in the northwest, southwest and Shandong pilot self operation center and partnership operations center model, combined with the "1+N" mode, to carry out the local sales, logistics and other work, to build a three-dimensional channel network, make the product more service Hongyan customer groups.