Actual combat case: LED lamp dealers how to do hundreds of millions of sales?

In the northern city of Suzhou, there is a small town called Dangshan. In the early 90s of the last century, Wang Shizhen began his career as a light seller here in Anhui. At first it was only a small hardware store, selling lights, and selling hardware such as wires, cables, switches, sockets, door locks and so on. Later, in order to seek greater development, Wang Shizhen went to Suzhou, and in 2009 he moved to Hefei, the provincial capital. At that time, Hefei's economy was maintaining GDP as high as 17%, while Wang Shizhen took advantage of the situation and, in addition, managed to gain a foothold in Hefei. At present, Wang Shizhen has been several well-known brands of lighting agents at the provincial level, with tens of thousands of square meters of warehousing and logistics center, the annual sales of several hundred million yuan.

Brand charm, to join the United States

Wang Shizhen's collaboration with the United States began in 2011.

Talk about the reason and beautiful lighting cooperation, Wang Shizhen said: "compared with home appliances, IT, FMCG industry, lighting is a low brand, low degree of concern in the industry, lighting brand in the mass consumers generally lack of influence. Even OPPLE, NVC such leading enterprises, people do not know."

"But the illumination of the United States is different. The brand influence of "beautiful" has already gone deep into thousands of consumers. In the villages and towns, even the peasants with lower educational level, they all know the brand of "beauty". The United States to do lighting, with other lighting companies can not match the brand advantage. At the same time, as one of the billions of home appliance carrier, Midea Group also has strong financial strength, advanced management experience and strict quality control."

With beautiful lighting for more than four years of cooperation, Wang Shizhen lighting for beauty product quality, customer service service, have shown a high degree of recognition, operation business is steady. In 2014, Midea lighting sales amounted to about 10000000 yuan. The first half of 2015 has completed about 15000000 Yuan performance, is expected to reach 2500-3000 million, that is to say, in the domestic lighting market this year, the overall downturn in the environment, beautiful lighting Anhui regional sales are expected to achieve a 50% fold increase.

Two secrets behind contrarian growth

2015, by the macroeconomic environment, the impact of electricity suppliers and ecological changes in the industry and other factors, the lighting market has entered an unprecedented period of ice. According to the ancient town lighting research data show that, in the terminal, the market sales generally decline about 30%. In the Anhui market, the trend of the United States lighting is not accidental.

According to Wang Shizhen revealed that, facing the white hot competition and transformation pressure, the United States lighting in Anhui region actively launched two aspects of work: first, strengthen distribution, and two is warmly embrace the electricity supplier.

Strengthen distribution and refine terminals

In the past, Anhui is one of the most easily Cuanhuo place. In northern Linyi, northwest Zhengzhou, southwest of Wuhan, south of Changzhou and Nanjing, around several large wholesale logistics base and lighting market will Anhui surrounded by Cuanhuo phenomenon is more prominent, the whole market split. In recent years, with the rise of Wang Shizhen such a local large distribution and expand the brand influence, Cuanhuo phenomenon basically solved.

In Wang Shizhen's view, the United States lighting has a relatively perfect regional protection system, which is conducive to the protection of the interests of the channel. As for the operation center, it is necessary to strengthen the distribution capability and service ability of the county, county and town markets, and refine the terminal.

As a shop started from the town of Wang Shizhen, he of the township market consumption patterns, consumer preferences and distributors survival state are quite understand, he not only increase the distribution of investment, strengthen the service capacity of distribution terminal, development, maintenance, service and management of the terminal to carry out detailed market, implementation of sales channels the establishment of the credit system and the intensive and meticulous farming, but also long-term business cooperation, to provide the necessary help for businesses to have financial difficulties.

Embrace the electricity supplier, distribution win-win

The electricity supplier era has come, "O2O", "Internet plus" hot concept. According to statistics, in 2014 1-12 months, Taobao (including Tmall) sales of various lighting appliances (including lamps and Guang Yuan) amounted to 21 billion 700 million yuan, compared with 2011 sales of 1 billion yuan, an increase of 20 times. With the 80, 90, more and more preference online shopping, and Wang Shizhen is also actively involved in the electricity supplier embrace.

"In 2013, we began to try the electricity supplier, after two years of exploration, now the operation of the electricity supplier operating mode and have more understanding, the online sales started, now a monthly online sales have exceeded 2 million yuan." Wang Shizhen said. It is understood that, at present, the electrical source has opened stores in Tmall, the main United States of LED lighting lamps, LED lamp, LED bulb lamp, LED lamp and lamp tube, switch socket and socket etc..

Compared with 8%-10%'s offline operating costs, the electricity supplier costs as much as 30%. But Wang Shizhen believes that the electricity supplier directly facing the end customers, not only helps enhance brand influence, but also can be based on massive data for consumer research. In order to avoid online and offline conflict, he separated the two sales channels of products. At the same time, in order to protect the interests of downstream distributors, Wang Shizhen has also established a mechanism to share the interests of distributors with distributors.

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