Lectra Lighting has achieved unprecedented success in the East China Distributors Conference held in Hangzhou not long ago and received the expected results. Taking this dealer conference as an opportunity to start the transformation of the terminal channel and the expansion of the national market, what new trends are there in the transformation of the lighting channel? Can you achieve the desired goals? With the attention of the industry, our reporter revisited Leike, and Mr. Hong Mingxiang, deputy general manager of Leike Lighting, talked about Lake's channel transformation, service improvement and the concept of light harmony.
Hong Mingxiang once operated a number of companies and accumulated a wealth of market experience. The first thing he did after joining Lectra Lighting was not to float in the company, but to sink into the city. He often went to the market for the first stop in Zhejiang, after more than two The month of the market to taste the market, extensively make friends with dealers, and held a large-scale Hangzhou dealer conference. The promotion of the terminal image of Lake Lighting has played a positive role.
Good product derivative brand
Hong Mingxiang said that in order to ensure quality, it is necessary to make all levels of personnel at each branch of Leike Lighting to unify their thinking, unify their steps, and act in unison, with the guidelines set out as the guiding ideology, and solidly implement the various management functions of the company. Strict checks must be taken from the inspection of raw materials to the first inspection, inspection, and shipment of each process. At the same time, we must have a set of excellent inspection systems based on facts and reports, and we must have corresponding responsible persons. There is no small matter in quality. The company's supervisors, IQC, QC, QA, and OQC must do their part. Not only do they use a pair of sharp eyes to perceive and discover problems, but also to influence, explain, and communicate with relevant responsible departments. Make them understand the importance of quality and strive to put quality products on the Lectra products. Hong Mingxiang admits that Lectra products have been doing very well, and have won the recognition of distributors and consumers. This is due to the importance of the Leike people to product quality, and also benefit from the accurate positioning of Lake product development. However, the market is changing rapidly. Lake must adapt to the changing market and make correct development plans for the company based on the information fed back by the market. Take the Hangzhou dealer conference, it is also out of the grasp of the current market dynamics and a position on its own development.
Good products still need good channel management
For the current lighting market, Hong Mingxiang said that many of the products on the market are good products, and the lack of good brands. Therefore, while doing a good job, Lake is also a brand of commercial photo. The competition now and in the future is not just about staying on the product, but the level of competition will continue to increase. In the era of the seller's market, the merchants are worried about whether there is anything to sell, and there is no fear of no market. However, the current market has changed, and there are more and more lighting and lighting companies. Our company can not only increase production, but also consider the consumption level of each place. Cost-effective and other related issues, this time reflects the existence of competition; to this day, lighting products have been filled in every corner of the market, people can not find good products, the taste of consumption is higher, and began to focus on the brand. . Correspondingly, our market has also begun to slowly transition from product competition to channel competition. The current situation is: good products still have good channels to operate, or they will only be submerged in the product pile.
Vendors from competition to competition
Industry competition has evolved from product competition stage to marketing competition stage, even to the stage of industry chain competition. The competition elements are constantly changing. It means that competition within the industry is no longer just competition between enterprises, but the entire supply, production and sales. The competition between one industry value chain, who has more resources who will have more industry voice. Therefore, this requires Lake's transformation of business philosophy. Hong Mingxiang explained that merchants first changed from "profit" to "common sustainable development" and switched from competition to competition. The purpose of business cooperation between manufacturers is no longer the focus of short-term interests. It is a strategic partnership. Through fundamental institutional changes, we work together, pursue common growth, and work together to make our business bigger, stronger, and sustainable. Secondly, Manufacturers from their own politics to mutual integration, penetration, joint efforts, manufacturers into the dealers, complementary advantages, mutual cooperation, organic cooperation, group operations, improve the overall competitiveness and execution of the channel; again, unified functions, coordination Improve operational efficiency, improve and strengthen the functions of dealers and manufacturers, and achieve vertical coordination of management and marketing, finance, and logistics in order to improve the management efficiency of the entire system.
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