Shenzhen projector flat trend channel will become increasingly clear terminal

The channel construction is always the projector manufacturers into the largest, the most part, they worry about that good products must go through channels to reach the hands of users, and because Shenzhen has a relatively developed economy, the user's purchasing power is relatively strong, therefore, Shenzhen is entering the projection machine manufacturers will channel construction as a top priority task. What kind of channel model is best suited to the local market in Shenzhen? And a lot of IT products, in the Shenzhen market, channel terminals, stores is a decisive part. This decline in the purchasing position of the education sector has become more apparent today.

Channel flat under the total system

At present, the main channels of the projector are exclusive generation, more than the total generation, regional agents and urban agents such a number of models.

In Shenzhen, many of these products are managed and communicated directly by the branch to the core distributors. The same is also the exclusive generation of Hitachi, the general agent system is relatively easy to channel originality, and down through the division of labor can keep step with, do the simple system of a seamless heavenly robe. But due to the geographical position of Shenzhen near Hongkong, flooding the smuggled goods market, is that the channels and dealers have a headache problem, although the total generation system does not eliminate the source of smuggled goods market fundamentally, but can prevent many agency system caused by competing on price, price war, fake and smuggled goods emerge in an endless stream happens, especially conducive to interaction between upstream and downstream enterprises. Although these brands are to take the total generation system, but it can not be said that they do not value the terminal, Toshiba opened a store in Shenzhen Seg, NEC will also strengthen the construction of the terminal.

With these brands using the country's total generation system is different from SONY and BenQ. "SONY is a regional agent policy, the regional general agent directly to the provinces and cities, urban agents or a distributor." A member of the marketing department of Shenzhen Hua Jing Company said. SONY itself has a strong brand pull, for the terminal, SONY projectors are distributed to the two agents, take the form of agents in the sale of their own stores in the form of two.

BenQ channel model in these brands is the most unique, "BenQ is taking the city agency model, manufacturers direct support to each city, BenQ also has its own construction in each big city stores." BenQ Shenzhen Shenzhen general agent Jinlanda Ma Ming said. BenQ channel model is a typical projector flat channel, although manufacturers direct construction of the store for manufacturers to increase the great cost, but in the long run, store a large role on BenQ to enhance the brand value.

Although the Shenzhen projector channel, flat trend becomes more and more obvious, the traditional total generation system channel model also has a direct impact, but the other model manufacturers is very small, more manufacturers still use the traditional total generation system, this should be the projection channel form the characteristics of the projector.

Education sector procurement shrinking

Although the education sector in the projector market share has more than 50% consecutive years, the projector is in the industry application fully deserve leader, but from Shenzhen's development in recent years, the education sector in the projector market procurement growth has been slow. Shenzhen education industry currently accounts for only about 30-40%." Digital China (Shenzhen) is responsible for the projector sales Guo Donglin when it comes to this issue as saying, "this is because Shenzhen has a relatively developed economy, since the beginning of the education industry informatization construction, the University of Shenzhen has basically saturated demand proof projector, projector for the purchase of only a few scattered single, before that big now basically rarely the."

Facing the education sector procurement atrophy, increase the added value of the products has become a means for enterprises competitive differentiation, vice president of Hitachi, the total generation of exclusive hitevision technology Zhang Shujiang said: "Hitachi is focused on providing solutions for customers, including projector peripheral products, software, control, education and peripheral equipment, they can improve the competitiveness of enterprises."

Retail channels favored

Contrary to the shrinking of the education sector, a large proportion of retail business in Shenzhen. Shenzhen has a large number of small and medium-sized enterprises, when they buy a projector, will generally choose to SEG electronic market to understand the situation, under the circumstances to commercial users of the retail channel has become the focus of the construction of many manufacturers. Small and medium enterprises in the choice of products are generally very focused on the brand of the product, which also led to the Shenzhen market is relatively good in some of the big brands with strong brand pull force.

Now some manufacturers in the choice of projector channels will be required to have retail stores, such a provision. At present, Toshiba has established two stores in Seg, this is because when Toshiba projector started, was popularized by Lenovo do, the brand force of single product is also very strong, so it has a strong ability of its retail business in Shenzhen. In the retail store this one, BenQ can be said to come to the forefront of the city policy agency provides favorable conditions for the development of BenQ terminal, through cooperation with agents to establish core store way pulled BenQ brand image, so that customers can fully understand the advantages of BenQ projector, and for the whole show with the experience of the product is to convey the sense of the BenQ brand