In the current era of rapid economic development and fierce competition in the era of market economy, there are a variety of marketing tools and a variety of competition methods. In the lighting industry, the second and third-tier markets have a better picture. A few days ago, the reporter visited some of the secondary and tertiary markets in Shandong Province and now describes some of the business conditions of some businesses in the secondary and tertiary markets.
Single product category leads to weak sales opportunities
In the market visits, the reporter found that many shop decoration is very simple, no characteristics, store products are too few display styles, there are not many products so that the eyes of consumers into the store shiny, the owner also said that the local consumer power is too low, no potential to be excavated .
After many samples of in-store samples were sold out, due to replenishment and delays, there were too many gaps in the display area of ​​the store's products, and the overall image could not be maintained. Many businesses only rely on a few ceiling lamps, switches, energy-saving lamps, brackets, several acrylics, and low-voltage lamps to form a storefront.
A few days later, the reporter communicated and communicated with many dealers. In particular, they had in-depth exchanges with the distributors of Op, NVC, Autran, Qianhui, Veras, and Haohao. In these second and third-tier markets, occasionally encounter several brands of stores, the reporter will be overjoyed and chat with those dealers.
The dealers in these markets are not particularly in favor of the stores. They think that the prices of store products are relatively high, and local consumers are not easy to accept. Therefore, they generally choose to enter bulk goods, but they will not collaborate with products, and there will be no manufacturers to send people. The guidance has led to a single product category in the store, which can provide a small choice and eventually cause sales opportunities.
Ideas determine the way out
With fierce competition in the current market, only talented people have a way out, can they remain invincible in the tide of competition, and can not be swallowed up by the tide of competition. Binzhou, a dealer said that doing the lamp for ten years, a few years ago is still relatively easy to do, these two years are pushing the brand, suddenly feel now do not know how to do, do the brand too single, can not meet the full needs of consumers No branding, no branding, no idea what to do, it is very confused.
A distributor in Texas, who represented Op Art, Autran, and Guanya Desk Lamps, had a lot of experience. He told reporters: “You can't sit in a room and you must take the initiative to open a branch and open more stores. Even if a store is open, it’s also big. Can not meet all the requirements of consumers; and then is to occupy more brands, this is a trend, in the future competition, the brand's competitive advantage will become more and more obvious; the exhibition hall must be beautiful, to attract consumers into the door In the store, they arouse their desire for consumption; build core products of their own stores, and main products to drive other products in the store; the most important point is that the product structure must be enriched, so that consumers have more choices , Understand industry trends, grasp trend products at the first time, and grab opportunities."
Second and third-tier market distributors are lonely
Through several market visits, the reporter learned that the biggest problem in the second and third-tier markets is that manufacturers and logistics providers have not paid enough attention to these market distributors and the supply is not timely enough. According to a dealer, his store's image shop has been decorated for more than two years. In the past two years or so, only the regional manager has visited once. Not to mention the factory owner. The logistics company has never seen it once. When the reporter stated the name of the brand's boss, he said, “Don’t look at me as representing this brand for more than two years. I really don’t know what the brand’s boss is called. I’m actually not in the same store, and the factory is not. There is no support policy for anyone coming to us. It's no different from the way I enter bulk goods. There are brands and brands that are the same..."
When it comes to supply issues, dealers don’t have to fight for one. "I have ordered this for two months now and I haven't come yet. You see that I have sold all the samples. I haven't arrived yet. I haven't sold any samples yet."
There is also a headache for second- and third-tier market dealers to replace the logistics business too often. Because the cargo transportation in the second and third-tier markets is not so convenient, it takes a long time to get the goods from the manufacturers, so we need to get the goods from the operation center. However, replacing the logistics center in the operation center too often will bring a lot of inconvenience to the following dealers. We hope that we can have a stable logistics provider, can supply in time, relieve the worries of dealers, avoid unnecessary troubles and losses, and give distributors a stable supply channel and business environment. It is hoped that manufacturers will not only care about the primary market, but also have more care and support for the secondary and tertiary markets, so that dealers in the secondary and tertiary markets will no longer be alone.
Hongzhun Lighting Factory , http://www.gdflashlights.com