LED lighting channel optimization needs to change "law" innovation
The ever-changing LED era is like a spring breeze that wrinkles the traditional lighting industry. All kinds of enterprises at different stages of development, who can not help but sway the heart, rushed to open up the battle of innovation. The channel that has always been regarded as a king, still remains the focus of the military. For a large number of traditional lighting brand enterprises, the channel optimization has become an important measure for improving the self and winning the market. However, based on the different personality characteristics of the company, different stages of development, different cultural concepts, the channel optimization of the lighting and lighting industry generally presents a diversity of characteristics. Channel optimization The optimization of the sail channel for brand enterprises is based on a certain goal orientation, and the existing channel system is implemented with classification and restructuring measures to improve the operational effectiveness. For the lighting industry, the channel optimization content covers many aspects, including scientific classification, integration and restructuring of existing channel systems, and formulating corresponding policy strategies; guiding, motivating and cultivating existing channels. Support, help them improve their operational capabilities, keep up with the development ideas and pace of the enterprise; implement elimination or downgrade management for some non-compliant businesses to reduce the burden and increase efficiency, and so on. Channel optimization is the process of self-improvement and continuous optimization of the business management system. Wu Zhiqiang, general manager of Foshan Kexun Lighting Electric Co., Ltd. said that channel optimization itself is a self-renewal and regulation of the operation function of enterprises, such as the removal of agents in a certain region. The choice of survival of the fittest belongs to the self-transformation of enterprises, for any enterprise. It is necessary and necessary; relatively speaking, brand enterprises with mature channels and sound network outlets will have higher channel optimization frequency and greater impact. The change is absolute, and the change is relative. From the perspective of enterprise development, channel optimization is the guarantee for the healthy development of brand enterprises. Traditional lighting brand enterprises, such as Op, NVC, Buddha Photo, Snow Wright, Jiamei, Luyuan, etc., have developed over the decades, and have been reforming all the way. The adjustment, channel integration, sinking and other adjustment actions of the channels are timely and appropriate. Fang can be a long-term foundation and live forever. As a channel system partner, the dealers are also keeping pace with the company's pace and constantly improving, which is the need for industry development, situation changes, and corporate branding. In recent years, the madness of the LED era has brought opportunities to new brands, and it has also burdened traditional brands with the pressure of transformation. Thousands of channel outlets, qualifications and channel partners with strong economic strength, can they follow the enterprise's upgrading and transformation, and the tide of the tide? This is not only related to the policies and support of enterprises, but also closely related to the thinking and strength of the dealers themselves. Under such circumstances, optimizing channels and clearing the shackles and resistances of the LED era have become the only choice for brand enterprises to strengthen their competitive strength and fight the market. Channel optimization is a double-edged sword channel optimization is the reform and adjustment in the process of enterprise development. It is the development of the enterprise to a certain stage, the original channel model no longer adapts to the market development needs, or the enterprise hopes to further deepen through the channel mode adjustment. Through the market, we will make adjustments in terms of objectives, structure, and policy system according to the current situation of our own channels. Channel optimization is a double-edged sword. On the one hand, channel optimization is to better mobilize positive factors, give play to superior resources, and optimize success. It will strengthen the competitive advantage of enterprises in channel outlets, product sales, market share, brand influence, business strength, cost price, etc. Enhance the brand influence and competitiveness of the company. On the other hand, channel optimization is usually inseparable from the financial, material and human resources of the enterprise. Because of the nature of reform, channel optimization will inevitably be in the process of mobilizing positive elements and moving toward the established goals. The channel mode causes shocks, and more or less will touch or damage the original elements. Channel optimization has certain risks. Because the company's situation is different, the market environment is very different, the concept and ability of the operator, the performer and the channel object have a distinct subjective color. A channel model is successfully implanted in the company A, which may not be applicable to the B enterprise. The successful implementation of the system in the Shanghai market may not be equally applicable in the Jiangsu market. Once the channel optimization fails, it not only means that the previous investment is not worth mentioning, but even more terrible is the negative impact on the stability of the channel, market sales performance, business enthusiasm, brand image and so on. As an important subject of the channel system, channel providers are of great importance in the process of channel optimization. For example, whether the replacement of a channel provider is successful or successful is directly related to the regional sales or the local influence of the brand. In this regard, Wu Zhiqiang believes that the removal of channel companies by brand companies is often closely related to the leaders of the sales team. Some newly appointed professional managers are forced to replace the original channel agents through the sales pressure, and the first batch of agents are replaced. Paying for the sales performance, in fact, the follow-up sales performance of the new agent may not necessarily reach the expected value, and once the second agent replays the original story, the brand is basically difficult to do in the local market. Because frequent replacement of agents has caused a negative reputation. In addition, channel optimization has the nature of two-way selection. While the brand enterprise optimizes the merchant, the merchant is also optimizing and selecting the corporate brand. As the saying goes, shop big bully, big bully shop, the same reason, channel optimization is directly related to the speaker's right to speak, the two sides of the manufacturer have a stronger voice, the other party may become the object of optimization. Therefore, enterprises must fully prepare for channel optimization, and whether they can choose the right timing, policy model, optimization method and other factors directly affect the effectiveness of channel optimization. The right remedy can optimize the upgraded enterprise. Channel optimization is usually based on several different situations. One is that as the market situation and brand enterprises develop to different stages, the original channel system limits the carrying capacity. Under such circumstances, the channel sinks. Multi-channel operation, multi-brand operation and other strategies have become the way for enterprises to further expand channel outlets, seize market share and expand brand influence. Another situation is that multi-brand operation of enterprises and multi-channel operation will develop to a certain time, through the establishment of operation centers. Channels such as branch offices will be integrated and coordinated to concentrate on superior resources and strengthen competition. In addition, the partial adjustment part does not adapt to the policies and systems of the existing channel model development area of ​​the enterprise, and the actions such as the regional merchants that cannot keep up with the company's development tempo or do not meet the company's development requirements are also in the scope of channel optimization. However, merchants can't keep up with the development of brand enterprises, or they have insufficient confidence in brand enterprises, and they do not go all out to operate. They are either lacking their own strength or resources, and their ability or energy constraints affect sales performance. Under such circumstances, enterprises can either support and guide them and strengthen their business confidence. This is a chronic treatment. It is simply eliminated in a flexible or rigid way. This is a completely eliminated therapy. . Which method to choose is directly related to different traders, different corporate cultures, different stages of development and other factors. The LED era is an avid era. Some new brands use the method of burning money and channels to grab channels, while most traditional lighting brands maintain channels by optimizing channels and practicing internal strength. It is reported that Midea Lighting re-planned and integrated the channels in 2014, effectively reducing management costs and stimulating the enthusiasm of operators. Since its establishment in 1996, Shanghai Luyuan has accumulated rich channel experience in its 18 years of development. According to Luo Quanxing, executive vice president of Shanghai Luyuan Group, in 2014, Luyuan took a series of channels to optimize the situation. Through the brand and product line optimization channels, such as the full communication in the Linyi market in Shandong, the original regional agent has been retained to operate the Luyuan brand (energy-saving lamp products), and a new regional agent has been developed to operate the green energy brand (LED products). Line), this fully guarantees the company's leading development direction in the LED era, and avoids the damage to the original agents; Second, optimize the channel through price leverage, that is, the classification and sales of regional customers' monthly sales, grade Classified management, giving different purchase prices according to different monthly sales, in order to mobilize the enthusiasm of regional businesses, and so on. It is reported that under the general economic downturn, the green energy brand is still showing a steady upward trend. To a certain extent, this is not unrelated to the effective channel optimization measures of Luyuan enterprises. The LED era is an era of dramatic changes. Channel optimization will inevitably become the conventional strategy for brand enterprises to win the market. For market players, management ability cannot keep up with the times, brand choice has no direction, no empty mind, and satisfaction with existing interests. The business is likely to be the object of optimization.
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