How big is the big store? What are the advantages and disadvantages? This is not only the topic of the big store operators themselves, but also the focus of the lighting manufacturers and the lighting market. Then, how does a strong production company choose a dealer? What kind of requirements and suggestions do they have for the reference of the strength dealer? Our reporter interviewed some well-known enterprises and lighting market leaders.
Best brand management
Zeng Toyun, General Manager of Zhongshan Kaiyuan Lighting Ayaka Sales Co., Ltd.
Zhongshan Kaiyuan Lighting currently has more than 80 specialty stores in the country. There are 60 companies with a business area of ​​more than 1,000 square meters, and 80% of the total number of stores. When choosing a partner, Kaiyuan Lighting requires the other party to have a business area of ​​at least 300 square meters. This is mainly because Kaiyuan’s product line is rich, and the area is too small to express the overall strength of Kaiyuan Lighting, and the crystal lamp is no better than the modern lamp. The area requirements are more stringent.
In addition, well-known manufacturers and large-scale dealers are also optimistic about their greater influence in the local area, more mature consumer groups, a larger passenger base, and higher business grades. In contrast, small stores also have small advantages. For example, a big store can't just make a brand. Usually, several well-known brands are well done at the same time. The overall advantages of any brand are not good enough, and the competition between them is fierce. Moreover, the loyalty of the store is higher than that of the big store. In terms of specific marketing management, Kaiyuan Lighting's policy for distributors is unified nationwide, and will not be different due to size and scale. It will be treated equally in terms of price and sales policy, and it will be open and transparent.
For the proposal of large store operation, it is necessary to pay attention to brand management. The store should set up a brand manager. Under the premise of unified management, the brand operates independently.
Have pressure to be motivated
Guo Dawei, Marketing Director, Zhongshan Huayi Group
Huayi Group currently has 200 contracted stores, and has opened 150 stores. Among them, there are about 120 dealers with a business area of ​​more than 1,000 square meters, accounting for 80%. When selecting a dealer, Huayi Group will investigate the comprehensive strength of store area, location, passenger flow, word of mouth and publicity, and then decide whether to cooperate with it. Cooperation with big stores is a real strong alliance. At the same time, it can act as a good brand and can drive each other and finally achieve a win-win situation. The phenomenon that the merchants put pressure on the manufacturers after they have grown up should be viewed in a normal way. The business is strong, and the manufacturers are more powerful. It is not a bad thing to exert pressure on each other. It is said that there is pressure to have motivation. Huayi Group's policy for large and small households is the same, but the energy invested in key markets is relatively more. Now the market is regulated, we must maintain a benign development, we must not engage in a special policy, and we must support the size. However, it is hoped that the strength of dealers should put an end to the self-expanding mentality brought by the boss's thoughts, and must face up to themselves, be good at discovering model changes, and advance in continuous improvement to achieve steady development.
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