For the lighting industry, as long as it is a company with a little strength or brand awareness, its market segmentation is relatively clear. This year many regional managers have their own clear plans and goals for market operations. Knowing the work of these regional managers can reflect some of the new changes in the lighting market this year. To this end, the reporter interviewed Yu Huaijun, manager of Tongji Science and Technology Lighting Shandong Office.
Faced with increasingly fierce competition
Reporter: Hello, manager, what do you think of the overall home market in Shandong this year?
Yu Huaijun: From a macroscopic point of view, as the country increases its macroeconomic regulation and control over the national economy, factors such as high real estate prices, stock market fluctuations, and price hikes have all had a major impact on society, so it comes to the lighting industry. Said to be a big test. Moreover, from a micro perspective, as consumers' consumption concepts become more rational, more and more attention is paid to brands, quality, and services. This is also an important reason why dealers feel that business is difficult to do. In addition, the market capacity is limited, and the degree of fierce competition in the industry is unprecedented. From the emergence of many new brands in the Shandong market this year, the degree of competition is evident. In particular, the so-called companies that create the overall home lighting brand abound, and all brand stores are blooming everywhere. The relationship between manufacturers, logistics companies and distributors is also closer. From the simple relationship of supply and marketing to the common business philosophy, a win-win situation is achieved.
Overall home becomes a trend
Reporter: Due to the strategic significance of the Shandong market and broad market prospects, more and more brands enter the Shandong market every year, and most of the companies entering the Shandong market this year are to build a brand of overall home lighting. How do you see this phenomenon? ?
Yu Huaijun: In general, the current industry to create overall home lighting has become a trend, because the overall home lighting has many advantages. First of all, a good product image display is conducive to enhance the brand's reputation and influence. Secondly, the store has complete products and quality assurance, which can satisfy consumers' one-stop shopping, which is convenient for buyers and convenient after-sales service. However, at present, the overall home lighting brand in the Shandong market can be described as a fish eye. Some merchants only do some ceiling lamps, energy-saving lamps, kitchen lights, T4, T5, and then find a design company to figure out the effect map, and then you can call your own monopoly. Shop. Let's not say that customers can't do one-stop shopping here, that is, the basic product quality is not guaranteed, and the after-sales service is not.
Competition chaos between brands
Reporter: What new situation do you think will happen in the Shandong market this year?
Yu Huaijun: As the competition between the overall home lighting brands intensifies, the sales channels may sink further, and the markets that were previously difficult to develop may become new areas of business development. Secondly, Shandong is the key to the implementation of the brand strategy in the lighting industry. The Linyi lighting market has almost concentrated the brand of overall home lighting in the industry, and most of the well-known brands have set up logistics centers here. The network of home brands such as Huayi, Huatai, Aox, Haohao, Liangdi, Minnie, Kata, and Tongji Technology has already taken root in all parts of Shandong and blossomed everywhere. Some old brands are trying to expand their market share while trying to expand their territory, and many new brands come in every year to get a share. Therefore, there is competition between old brands, competition between new brands, chaos between old brands and new brands. It can be said that the current home lighting market in Shandong has fallen into a situation of squad.
Establish a new profit model
Reporter: What actions did you have with Tongji Technology Lighting in the Shandong market this year?
Yu Huaijun: Our company has been working hard to develop the market at the best time. In 2008, our company will break the traditional marketing model and strive to establish a new profit model with dealers. Mainly improve several aspects of work, first establish a sales team that is familiar with the business and relatively stable. Secondly, based on the existing network in Shandong, deepen the development of the market, implement deep distribution, establish the idea of ​​decisive battle in the terminal, plan and direct the direct operation of the dealers. The city often divides the Shandong market into five regions. Professional marketers are responsible for tracking. With the company's advantages to help dealers, the company's principles are strictly adhered to in terms of policies, and problems are treated with a positive attitude, so that the company can solve problems for dealers. Every time I can take the initiative to do the details and some practical work. The third is to cultivate the habits of sales personnel to find problems, summarize problems, and constantly improve themselves. Cultivate the sales staff to find the problem. The purpose of summarizing the problem is to improve the overall quality of the sales staff. In the work, the problems can be summarized and the opinions and suggestions can be put forward, and the business ability can be improved to a new level. The fourth is to integrate the marketing mix strategy of the enterprise, and determine the mode and means of marketing execution in the new year through the annual sales plan, which provides strategic support for the effective expansion of the market.
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