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

Anhui in northern Suzhou, there is a small town called Dangshan, in the early 90s of last century, Wang Shizhen began his career selling light here. At first, it was just a small hardware store, selling lights, but also selling wire and cable, switch socket, door locks and other hardware accessories. Later, in order to seek greater development, Wang Shizhen went to Suzhou, in 2009, and moved to the provincial capital of Hefei. At that time, Hefei's economy is maintaining a rapid growth of up to 17% GDP, taking advantage of this favorable situation, coupled with the operation of the word, increasingly in Hefei stand firm. Currently, Wang Shizhen has been a number of well-known brands of lighting provincial agents, with tens of thousands of square meters of warehousing and logistics center, annual sales of hundreds of millions of dollars.

Brand charm, joined the United States

Wang Shizhen's cooperation with the United States lighting 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 different. 'beauty' brand influence has long been thousands of consumers, in towns, rural areas, even if the cultural level is relatively low farmers, know 'beauty' this brand. The United States to do lighting, with other lighting companies can not match the brand advantage. At the same time, as one of the hundreds of billions of home appliances aircraft 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. 2014, the United States lighting sales 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.

Contrarian growth behind the two tips

2015, by the macroeconomic environment, the impact of electricity providers and the impact of ecological changes in the industry and other factors, the lighting market has entered an unprecedented ice age. According to Guzhen lighting research data show that in the terminal, the market sales fell by about 30%. In Anhui, the United States and the United States market lighting contrarian flying, it is not accidental.

According to Wang Shizhen said, in the face of intense competition as well as the transformation of pressure, the United States in the light of the Anhui region actively launched two aspects of the work: first, strengthen the distribution, and the two is a warm embrace electricity supplier.

Enhanced distribution, refined 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 view, the United States has a relatively perfect lighting regional protection system, which is conducive to the protection of the interests of the channel. As for the operating center, it is necessary to strengthen the county, the town of the depth of the market distribution capabilities and service capabilities, refined 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 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 types of lighting appliances (including lamps and Guang Yuan) amounted to 21 billion 700 million yuan, compared with sales of $1 billion in 2011, a total increase of 20 times. With 80, 90 after more and more online shopping, and Wang Shizhen is also actively involved in the arms 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. Said Wang Shizhen. 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 operating costs of the 8%-10% line, the electricity supplier costs up to 30%. But Wang Shizhen believes that the electricity supplier directly to the end customer, not only help to enhance the brand influence, but also based on massive data consumption research. And in order to avoid the conflict on the line, he sold the two ways to separate the product. At the same time, in order to protect the interests of downstream distributors, Wang Shizhen also established a mechanism to share the interests of electricity suppliers and distributors.

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