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The Eighteenth Chapter of the Dragon is a first-class effort in martial arts. It is unbreakable and unbreakable. Although the number of tricks is limited, each stroke has great power. It is neither a rigid nor a soft, and has two philosophies of Confucianism and Taoism. Now we will pass a new set of methods to all dealers, and hope to establish a river and lake and build a tree.
Dealers are struggling to make a living. In Shanghai, for example, the rental pressure of dealers is very large. The average monthly rent in Shanghai has already reached 250-300 yuan / square meter. The dealers of the products often complain that the rent is too high and can only spread the rent to the goods through price increases, making the price of their goods increasingly uncompetitive. A 300-square-meter lighting store, according to the current rent situation in Shanghai, merchants must have a monthly sales of more than 850,000, and 35% of the gross profit can be basically flat without loss. Mature consumption, fierce competition, product homogenization, space reduction, and significant economic benefits are the current status of the lighting market. How to survive under the e-commerce offensive, dealers should learn ——
Door to innovative marketing <br> <br> market is open to everybody, distribution channels also disclosed that belongs to everyone, not rigid requirements and restrictions on entrants, anyone can come in. In the field of commodity circulation, new dealers are increasing every day. If you want to survive here and develop, you must rely on enhancing your competitiveness and striving for business opportunities.
The sales work is made up of several links, and almost all the links can be innovated. Even if it is refurbished, there must be new things. For example, the introduction of this new product, such as the use of this new service method, such as the innovation of this marketing campaign.
Creating brand <br> <br> For customers, the company's brand is a guarantee to the customer on the downstream can bring a guarantee of confidence, a sense of security, bringing a sense of trust, communication and reduce testing costs, Reduce the grinding and synthesis, and have a certain ability to transform. At the same time, a good corporate brand can also promote the sense of belonging of internal employees. If it is simplified, there are two things, one is brand positioning, and the other is brand communication. You can use the expertise of the dealer owner to write relevant product knowledge for consumers and cast it on the local newspaper media.
Enhance service quality <br> <br> endless service, quality services may dilute the entanglement between businessmen in the interests of, in particular, contrary to unexpected customer service measures, can move more customers. Service is reflected in two aspects, one is attitude and the other is action. The attitude of the business staff at the time of pick-up, the attitude when answering the phone, the reception received by the downstream customers, the speed of the questions raised by the customers, etc. This is the attitude, and the offline customers arrange the warehouses and hold new product recommendation meetings on a regular basis. , providing 24-hour telephone ordering service (although very few second batch of chambers of commerce will call to order at 3:30 in the middle of the night), making business cards for offline customers, etc. These specific actions, although not expensive, can be immediately seen Let downstream customers feel your service.
Clear positioning <br> <br> Chinese society, consumers of contemporary stratification is very clear. There are people who consume high-end brands, people who consume mid-range brands, and people who consume low-end products. Due to their different positioning, dealers choose to distribute their brands in high, medium and low grades, and the consumer groups covered also have different focuses. Which brand to choose and which kind of customer to serve, this is the dealer's self-positioning, of course, very important. What brands can help dealers to cover all consumers in high, middle and low grades? Our answer is basically no, which is contrary to the basic principles of marketing. Each has its own positioning and each has its own market.
Portfolio profit <br> <br> combination is a combination of related products according to customer demand, thereby enhancing their own sets of distribution capabilities, enabling customers to get "one-stop service" to enhance control of power to customers. Through a reasonable product mix, we will increase new profit points and get rid of the drawbacks of relying solely on the above-mentioned profitability to achieve profitability and success with a differentiated and flexible product portfolio. The wider the dealer's product portfolio, the stronger the ability to control the channel and the more resources it has.
Rely on the scale profit <br> <br> scale profit model relies mainly on the great quantities of product distribution, reseller of scale to reduce operating costs and earn a lot of cash flow. Under the scale of profit model, dealers use cost as the basis for expansion, using price as the main expansion weapon, gaining market share through low-cost distribution products, and striving for downstream customers to achieve “fast volumeâ€.
In the real market, the competition of those hypermarkets relative to small and medium-sized merchants is to rely on scale to make profits. They match all the operating factors with low cost to achieve low prices and high profits. It is not expected that the higher the price, the higher the profit.
Business <br> <br> business alliance with the deepening of the depth distribution of the manufacturer, in this form of "pressure on the squeeze, deserted," the number of dealers has long been "besieged", in order to prevent being "encircled on all sides, gather Sniper, some dealers are striving to provide comprehensive services and distribution for upstream manufacturers, and also begin to establish close cooperation with downstream dealers to help them establish their own business development plans.
Develop marketing strategies to people, time, to vary <br> <br> Marx once said that people are an important part of the market, so to understand the characteristics of a market, it is necessary to understand the characteristics of local consumers. For example, consumer spending habits, spending power, brand awareness, etc., all require dealers to do market research. County-level market channel providers have limited funds and warehousing. Therefore, when developing agents or general agents in developing distributors, do not force down channel manufacturers to have too many product categories, which means that products should not be more suitable. fast. The township market is seasonal, and the Spring Festival is the peak period for the purchase of the majority of township markets. One month before and after the Spring Festival, it is time to go out to work or return to work in the field, return to the city, and return home. During this period, a concentrated purchase will occur.
Looking for new market opportunities, do not be left behind <br> <br> electricity business is a market, as long as it is the market, consumers must return to the future, return to shape the essence of the brand, lighting, "light" experience, especially with the depth required under the line, Includes delivery. A strong traditional market network will play a new role in the future. Dealers should cooperate with this trend as soon as possible to seek new development directions and positioning, and find new survival points.
To the management to profit, to build their own values <br> <br> detailed standardized operation, learning advanced channel management experience, to the channel to profit. In the past, the high channel profit will be further squeezed with the adjustment of the industry. Only through intensive cultivation to ensure the profit rate; understand consumer innovation to open up the market, meet consumer demand, and activate the market. Large and medium-sized dealers at the upper end of the network should strengthen the construction of the network, the division of labor and management of network members, strengthen the control of the network, form their own superior resources, and occupy an advantage in the player game.
Shift from opportunistic <br> <br> to the strength of the company to build a standardized platform; enhance their soft power; continuous improvement and development. Dealers must adhere to continuous improvement and sustainable development. The bigger enterprises are all built up from a young age. Dealers must reform the company according to their own development stage, change the rules, and pass the rules. To be aware of the crisis, I believe that business is like sailing against the water, and not going back.
To establish their own operating system called <br> <br> dealer operating system, is an integrated system that can effectively integrate manufacturers, products, brands, market investment, its own business team, backstage team, the company's own brand dealers The downstream channel and customers, storage and transportation, service system operation system, on the basis of effective integration, and can implement effective resource allocation and operation mechanism, just like an excellent chef, put a pile of main materials, accessories, spices After gathering together, use cooking tools and techniques to make a delicious meal. It is most important that the distributor has any external resources at hand. It is important to know how to integrate and operate.
Cross distribution: an inevitable trend of cross-border co-<br> <br> With the advent of the mobile Internet era, retailers are suffering unprecedented impact, many retailers find themselves less and less traffic, how to do research customers? The purchase behavior and consumption patterns, cross-border alliance is the inevitable trend of the future development of retail formats. Therefore, Uniqlo sold Starbucks coffee because they found that many customers of Uniqlo are also consumers of Starbucks. Two different retail stores can share customer resources to jointly carry out marketing activities. Where are our customers? Where the store should be opened, and convenient for customers to buy is always a direction for retail stores to constantly pursue service improvement.
The traditional store shelf display sales method is dead, the store experience marketing era is coming, the customer wants to buy not a single product, he buys a brand new lifestyle, so we can boldly predict that the future brand store will decline The rise will be the dealer's retail store, which will use storytelling to lead customers into a new world. Therefore, the integration of category integration and cross-distribution has become an inevitable trend of dealer transformation. 
LED lighting industry dealers must know the success cheats
The scale profit model mainly relies on the distribution of products from the big and the big, and the dealers reduce the operating costs by scale and earn a lot of cash flow. Under the scale of profit model, dealers use cost as the basis for expansion, using price as the main expansion weapon, gaining market share through low-cost distribution products, and striving for downstream customers to achieve “fast volumeâ€.