At present, for the Chinese lighting industry, many companies focus on the development channels, while ignoring the management optimization, paying less attention to the brand image and quality of the products. In addition, there are many types of lighting products, and the market is large and complex. Entering the market has a low threshold, resulting in a low overall concentration of the industry. Under this background, enterprises should take the channel as the king while paying attention to weight and quality. Company A was established in 1995. In 2000, the headquarters moved from Wenzhou to Zhongshan, and has its own production bases in Fujian and Jiangxi. A company is a second-line commercial lighting brand. It has established more than 2,000 dealers and distribution outlets nationwide, including more than 800 product stores. Annual sales of 270 million, domestic sales are involved, the export sector is mainly in Jiangxi and Fujian two major production bases, mainly exported to Southeast Asia, the Middle East and South America and other emerging markets, sales of 50 million, while Zhongshan production base mainly LED the Lord. LED lighting started in 2008, experienced a hot period in 2010 and 2011, and then became rational in 2012, and steadily increased in 2013 and 2014. Correspondingly, A company relies on the influence of the original brand to re-optimize the channel and try to use the LED lighting to become the first-line brand camp for LED lighting applications. First, the channel layout, the product is the first LED to promote a lot of traditional lighting companies into the transition tide, business companies first bear the brunt, first-line companies such as NVC, Sanxiong, second-line such as Jiamei, Sidon, Pins and other brands have used many years of brand precipitation transformation LEDs, many of which are more hurried during the transformation process, while A companies have their own ideas and develop LED trilogy strategy: Step 1: Start building LED production lines in 2010, gradually improve the manufacturing advantages of traditional lighting Transition to the field of LED lighting; Step 2: In 2011, the company mainly established LED R&D centers and laboratories, and gained experience in LED lighting technology. In 2012, the product line was integrated and LED lighting products were launched. The third step: In 2013, we will focus on the overall layout of the market and shape the brand. In 2014, we optimized our channels and set up an operation center to optimize channel management and expand brand influence. At the beginning of 2010, A company began to get involved in LED lighting. In 2011, it achieved a related business income of 32 million yuan, accounting for 13.4% of the company's total lighting business. This figure has risen to 30 by the end of 2012, with sales reaching 78 million yuan. Increase the promotion of channels, it is expected that the LED business revenue will double at the end of the year, reaching about 150 million yuan. At present, in the field of LED indoor lighting, commercial lighting has the fastest growth. With the gradual improvement of consumer awareness, the home lighting field will be another main battlefield for A companies. When the price of LED lighting is only about 15-20 higher than that of traditional lighting, the market conditions will be transitioned from policy support to the natural acceptance stage of the market, and now this is the time. It is understood that A company divides its business into three major segments: foreign trade (energy-saving lamps), LED lighting and electrician. In 2010, it established foreign trade divisions and electrician divisions, established a diversified product operation platform, and supported the LED division. . More than ten years of brand precipitation and OEM export and other diversified operations have supported the rapid transformation of LEDs and channel upgrades. Current engineering-based orders, as well as energy-saving lamp export orders in Jiangxi and Fujian, support huge transformation costs. In the next few years, the company will also increase investment in funds, equipment, technology reserves, and marketing. Second, to the dealers in the era of LED lighting, product solutions are unstable, the danger of depreciation of the stock, the surge of competitors, the market downturn and other factors have caused many dealers to fall into unprecedented confusion in operating profit and choosing brand cooperation. In this regard, Company A continues to add to dealers in product categories and channel services. In the era of traditional lighting, commercial lighting has NVC, Sanxiong, Jiamei, Sidon, Pinshang, Mingpai, etc.; home lighting has Op, Hongguang, Liang A, Aox, etc., and the positioning of each enterprise is established. In the LED transformation, A company made a comprehensive adjustment to the product line. In addition to the original commercial lighting product foundation, it also made the home lighting and also formed a concept of a monopoly store. The reasons are as follows: At the level, the traditional lighting fixture is dominated by the light source. The light source determines the lamp size. The 10 watt energy-saving lamp determines the size of the downlight. When the LED is the lamp, the light source determines the light source. The 30-watt lamp has a light source type. , surface light source, etc., the product is in the stage of integration. At the merchant level, the traditional commercial wall is very rich, but the ceiling is ignored; the home lighting ceiling is very rich, but the cabinet wall is not laid out. From the perspective of the operators, spending the same money will definitely hope to bring the space to the extreme, and hope that more groups will come in, whether it is home, business or light source can meet the needs of consumers. With diversified consumer demand and diversified channels, it is difficult for dealers to survive and develop in a certain sector, such as retail, wholesale or engineering. In the survey of channel vendors, A company found that the sales model valued by the merchants accounted for 30, the proportion of lighting building materials market was 20, the proportion of engineering channels was 15, and the proportion of designer channels was 10. The team is mainly based on brand promotion and the transaction is supplemented. At present, the main auxiliary businesses set up and manage the e-commerce platform, and merchants can enjoy tens of thousands of services only by paying a service fee of 1,000 yuan. In addition, Company A also set up an engineering project department in each regional office to assist the business with the project resources to give the plan, and to connect the technical service department of the headquarters to manufacture the products for the requirements of the project party. All the things in the process are free. The merchants still enjoy the sales proceeds, while the manufacturers have the manufacturing rights. Third, to the enterprise to do the traditional lighting reduction, LED lighting comprehensive layout is the basic strategy of A company, the country has established more than 2,000 dealers and distribution outlets, including more than 800 product stores. Although there is a channel brand basis, but in the specific operation, A company still encounters many problems, such as disordered channel management, low product matching, and chaotic supply chain. For this reason, A company began to reduce itself. In order to cut into the LED market as soon as possible, in order to deploy the LED store system, A companies have developed new channels in addition to the original channels, and implemented decentralized management on the new channel system, which is directly faced by the headquarters. Nearly 500 dealers, of which less than 200 dealers can generate long-term benefits. Due to the plague of the regional market, many dealers can't make money, lose confidence in the brand, and change to other brands every other year, which is very liquid. In addition, the cost of management for company A has increased year by year. Therefore, this year, the company has made drastic plans on the channels, cut down some low-volume merchants, and set up more than 20 operation centers across the country, directly docking with the headquarters, re-planning and integrating channels, optimizing channel management, and expanding brand influence. Although this has a negative psychological impact on existing dealers, the management costs are reduced, and the enthusiasm of the operators is stimulated, which is also beneficial to long-term business operations. In the product, after several years of adjustment, the LED product revenue ratio will exceed the traditional products this year. At present, nearly 300 LED lighting products have been launched, and the diversification of products has brought many troubles to the A company. In the selection of LED lighting products, A company has its own advantages, and it is the first choice to choose mainstream products suitable for retail sales channels, such as LED downlights, LED spotlights, LED ceiling lamps, etc. Secondly, LED light source products suitable for hardware distribution channels are selected. Electrical switches, such as bulbs, T5, T8, plugs, etc.; as for professional products, they are issued to OEMs of other manufacturers. By selecting stereotypes to pave the way for scale, thus lowering the cost, in the case of profit-making dealers, in product management The energy is more concentrated. In the supply chain, there were more than 70 suppliers in A company last year, of which the size was different, the large ones could reach several hundred million yuan, and the small ones had more than 100,000 yuan. Due to the small amount, the supplier has no money to earn, naturally not active, the service is not in place, and some even have frequent delivery delays, which brings a lot of annoyance to the production. This year, Company A has integrated the original supply chain, leaving only 15 core suppliers, and its enthusiasm has also increased. It is willing to actively cooperate with inventory stocking and production adjustment.
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