With the continuous development of the national economy and the continuous warming of the real estate industry, the lighting and lighting industry is increasingly developed. More and more businesses are beginning to get involved in the lighting and lighting distribution industry. Large stores across the country have risen, and new formats such as chain selling and lighting supermarkets have emerged. The competition between dealers at all levels is increasingly fierce, the profit margin is getting smaller and smaller, the operating costs are rising, the weak merchants have successively withdrawn, and the lighting and lighting dealer industry has begun to shuffle – how to break through the predicament and break through the encirclement Dealers have made bold attempts from business models, channel innovation, management systems, and talents.
status quo
1. The pressure on all parties has increased sharply
This year dealers generally feel pressure is multiplying. First, the pressure of competition, new businesses continue to flood in, the sense of crisis of the business has risen. There are many well-known brands in the business, and the market competition is particularly fierce; the first-line brand manufacturers have set up the engineering department, which has put a lot of pressure on the engineering business; the homogenization of the products in the home lighting market is serious, such as many lantern products are similar, so that businesses and consumers are tired; In order to increase sales as soon as possible, some merchants blindly carried out price wars, bottom sales, and even dumped goods and sold off, causing triangular debts, dead debts, and running orders, which laid a hidden danger for future capital turnover and enterprise development. Second, the cost pressures of retail rents, inventory, manpower, and marketing are increasing.
2. Increased investment
Through the development of dealers in recent years, the overall quality is constantly improving. Many dealers are generally reluctant to be a "sauer slave". The desire to become bigger and stronger is very strong. As long as it is beneficial to its development, it is willing to invest. The most obvious performance is that merchants begin to pay attention to the store image, optimize the shopping environment, improve hardware facilities, and expand. Business outlets, professional management sales team, etc. For example, Changzhou Huatai, owned by Lu Boyen, already owns 4 specialty stores, but plans to open another one, connecting five stores into a single piece in the form of points to form an independent and unified system.
3. Business scale and shape change
The size of dealers has risen sharply. First of all, the number of growth, such as the number of newly added businesses in Xining in the past two years accounted for almost 30 to 40%; followed by the expansion of the store, the strength of the business or by expanding the storefront business area to the big store to step forward, or open a branch to go The road to chain operation. For example, Anhui Hefei Huangshi Lighting Co., Ltd. has adopted a large store business model and opened more than 5 specialty stores or shop-in-shops.
Specialty stores are popular. Nowadays, almost all famous brands of terminals are opened by “specialized storesâ€. This is the display mode and sales mode in the traditional sense with the help of “wallâ€, “roofâ€, “stack†and even market transfer. subversion. The emergence of the store model has enabled the merchants to significantly improve their product display, sales level and service level. In the Nanjing market, the construction of specialty stores and monopoly areas has grown by leaps and bounds, and the number of specialty stores has increased by at least 12% compared with last year.
4, with the manufacturers in the competition
With the continuous deepening of the industry channel reform, dealers and manufacturers have maintained close cooperation and began to compete against each Other. On the one hand, in the operation concept, marketing ideas, team building, manufacturers have given downstream businesses a "coaching" service, which greatly enhanced the comprehensive combat effectiveness of the merchants in the terminal market. Gao Wenjuan, general manager of Xi'an Ruiguang Lighting Engineering Co., Ltd. believes that for the merchants to successfully replicate the operation mode of the upstream manufacturers in the terminal market, they are at the forefront of the market. On the other hand, manufacturers have core products and relatively stable personnel and equipment. They are not satisfied with making wedding dresses for Others. They have begun to penetrate the channel terminals and compete with distributors for network resources. Therefore, at present, dealers must not only be close to other businesses, but also be wary of manufacturers "dark crossing Chen Cang".
5, the channel pace is messy
The days of "a trick to eat all over the world" have passed, even if the provincial wholesalers who have previously dominated the party must also consider the retail, engineering, home improvement designers and other fields to be able to win. In particular, modern logistics has developed rapidly, and the second and third-tier markets have “rebelledâ€. The upstream manufacturers have suddenly “suddenly sent the autumn wave†to take the opportunity to sink, while the powerful merchants are also seeking to represent more brands. Therefore, the integration of upstream and downstream is staggered, which is difficult to understand.
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