Case study: how to do hundreds of millions of sales of LED lamp dealers?

There was a small town in Dangshan city of Suzhou in northern Anhui, the last century at the beginning of 90s, where Wang Shizhen began his career selling lamps. At first only a small hardware store, sell also sell lamp, wire and cable, switch socket, door locks and other hardware accessories. Later, in order to seek greater development, Wang Shizhen went to Suzhou City, in 2009, he moved to the capital city of Hefei. At that time, Hefei's economy is to maintain a rapid growth of up to 17% GDP, Wang Shizhen took advantage of the situation, coupled with good business, have a foothold in Hefei. At present, Wang Shizhen has several well-known brands of lighting the provincial agents, warehousing and logistics center has thousands of square meters, with annual sales of up to hundreds of millions of dollars.

The charm of the brand, to join the beauty

Wang Shizhen and beautiful lighting cooperation 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 lighting is not the same. The "beauty" of the brand influence has already deep in rural towns, thousands of consumers, and even the relatively low educational level of farmers, know that "this brand of beauty.". The United States to do lighting, with other lighting companies can not match the brand advantage. At the same time, as a qianyiji appliances carrier, Midea Group 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, the lighting sales in the U.S. reached 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 of contrarian growth behind

In 2015, affected by the macroeconomic environment, the impact of the electricity supplier industry and ecological changes and other factors, the lighting market has entered a glacial period hitherto unknown. According to the ancient town of lighting newspaper survey data show that in the terminal market sales decline of about 30%. In Anhui, the United States and the lighting market contrarian flying, not by chance.

According to Wang Shizhen said, in the face of intense competition and transition pressure, beautiful lighting actively carried out two aspects of the work in the Anhui area: one is to strengthen the distribution, two warm embrace.

Strengthening the distribution and refinement of terminal

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, beautiful lighting has a regional protection system more perfect, which is conducive to the protection of the interests of the channel. As for the operation center, need to strengthen the county and County town market depth distribution and service capabilities, 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, distribution and win-win

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

"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 the 8%-10% operation cost line, electricity costs up to 30%. But Wang Shizhen believes that the electricity supplier directly to end customers, not only to enhance the brand influence, can also be studied based on the data of mass consumption. In order to avoid the line under the conflict, he on the two sales channels for the product separation. At the same time, in order to protect the interests of downstream distributors, Wang Shizhen also established a mechanism for sharing benefits and distributors of electricity sales.

LED more information, please click on the Chinese LED network or WeChat public account (cnledw2013).