When the channel marketing structure is reasonable and the flow is smooth, it will seize the users to bring huge value to the manufacturers according to the market demand. When the channels are blocked, the reverse flow will cause the enterprises to quickly fall into a crash and lose the market and users. Changes in the marketing environment require that lighting companies' operations must be adjusted accordingly.
In the construction and management of channel marketing, it is necessary to effectively subdivide and position emerging and traditional channels, use emerging channels as the main channel, traditional channels as the auxiliary channels, and strengthen channel monitoring capabilities. At present, the transformation of marketing channels conducted by some companies is the embodiment of such adjustments. The prophetic sense will undoubtedly hold greater winning chips in the future fierce competition.
(I) Strengthen the management and control of channel stocks and safeguard the interests of channel members
The problem of selling goods is often the most troublesome issue for the company, and it is not uncontrollable. The key is to look at the mentality and specific practices of enterprise management personnel and regional business managers. This must be combined with specific management practices in the formulation of sales policies. Strict enforcement can be achieved. Better results. Specific can start from the following aspects:
1. Regulate the price system
The regional difference in the price is the main reason leading to stock picking. For this reason, the manufacturer has established a uniform national price system and has taken other measures to help the key markets rather than spreads. Even if there is a price difference, the profit spread between the two places should be less than the cost of transportation in the two places and the spread should be minimized. After setting a good price, we must also monitor the implementation of the price system and formulate measures to deal with the violation of price policy.
2. Implement a code system for products to strengthen monitoring
Give each area a unique code for the product. This code is printed on the product's packaging. On the one hand, through the use of fuzzy digital control or flow number control, to facilitate the detection of the flow of goods. On the other hand, it also provides manufacturers with favorable evidence for dealers to pick up goods, which is convenient for manufacturers to punish them for their stock-taking behavior.
3. Formulate a reasonable incentive policy
In particular, the year-end return rebates should not increase in geometric base. If the year-end rebates are greater than the normal sales profit, the agents may sell the goods in batches, generally should be less than 5%, and they should not return cash. They are mainly used for market support, and they can also reward the goods appropriately. . Minimize the use of sales rebates, multi-use process rebates, such as distribution rates, storefronts, end-channel maintenance, safety inventories, compliance with regional sales, actively cooperate with the elimination of competing products, etc., and rebate on the level of compliance. The process of rebates can increase the profits of dealers, thereby expanding sales, and can prevent dealers from operating irregularly.
4. Make a reasonable goal
The target sales task is scientifically based, the sales target has to be increased, the tasks must be increased, and the specific measures to increase the sales volume should be ensured. After the agents work hard, they can complete within their own area. At the same time, the manufacturer's business manager assists the distributors to work hard in their own area. carry out. Do not blindly increase, once the task can not be completed, dealers and business managers will think of using the method of serial goods.
5. Strengthen penalties
Let the dealer take out a certain amount of money as a credit for not paying the goods. If the year-end appraisal does not pick up the goods, it will give twice the interest rate higher than the bank's interest, while the stock price will be confiscated. Severely serious warnings were issued, and repeat offenders revoked their eligibility for distribution. In addition, the incentive policies provided by the manufacturers, such as year-end rebates and manufacturers’ marketing support, can be linked to the dealer’s stock-picking behavior.
6. Strengthen education guidance
With all kinds of means to educate dealers not to pick up goods, as long as agents are thinking of picking goods, there will be ways to string out. If you do not want to pick up goods, you will certainly be able to control them. To this end, companies must strengthen the construction of marketing teams, assist dealers in intensive cultivation, and do a deep market through their own, allowing sales to be produced from their own markets.
(II) Strengthen the development and construction of sales channels and expand the scope of channels
With the expansion of business scale and the increase of distribution tasks, the existing channels cannot bear the increasing sales pressure. In addition to the distribution and construction in the same city and county, the potential market should be fully tapped, the network coverage should be expanded, and the terminals should be seized to further enhance the brand. Awareness, to achieve the transformation from "industry-name brand" to "popular brand-name". The specific measures are as follows:
1. Strengthen the construction of specialty stores and enhance brand image
The lighting product is a kind of special commodity. The light source products can be positioned as fast-moving consumer goods. The lighting and electrical appliances belong to durable industrial products. The traditional one-store and multi-brand sales methods can not only provide customers with more professional and high-quality products. Services, but not conducive to brand building. The store is a powerful way to enhance the brand of the company's products. It not only can play the role of brand promotion and display, but also can enhance the value of the product to a certain extent, and then it can seize the market. In order to facilitate the management of channel members, the agency system is mainly implemented, and the construction of specialty stores is given priority at the municipal level. The market at the county and county level is developed by the dealers responsible for the development and construction of stores, and the company provides support for terminal construction costs, such as Op. NVC is very successful in this area.
2. Realize the expansion from the secondary and tertiary markets to the tertiary market
With the rapid development of the rural economy and the improvement of people’s living standards, the requirements for living lighting quality are also increasing. This is especially the introduction of the national policy on promoting energy-saving lamps this year. The regulations ban the use of halogen lamps and strongly advocate the use of energy-saving lamps. Further, Inspire a huge rural market demand. To this end, companies can speed up the development of the rural county market, through the existing hardware stores, daily chemical supermarkets to seize the terminal market. You can also strive to cooperate with local government departments to firmly control the terminal market.
3. Develop hardware channels and improve sales network
As a mainstream channel for circulation products, the hardware channel is an important growth pole for home lighting companies to seize the terminal. The existing hardware channel network is relatively complete and covers a wide range of areas. Through the development of hardware channels, potential markets are fully tapped, network coverage is increased, brand awareness is increased, and the transition from "industry-name brand" to "popular name brand" improves the sales of circulation products. Increase market share.
4. Strengthen the development of hidden project channels to enhance the market potential of enterprises
In addition to manufacturers and distributors, the recessive engineering channels include real estate developers, decoration companies, engineering companies, architectural design institutes, bidding companies, supervision companies, and government authorities. In order to effectively develop hidden engineering channels, you can identify your own advantages in a certain area, develop regional distributors at the municipal level, or establish direct sales teams, and seek market breakthroughs by finding market gaps. For example, NVC will be in a short time. The field of commercial lighting has achieved the status of market first, and GE has been repeatedly killed in government bidding procurement due to its strong government public relations capabilities. In addition, maintain a good relationship with all members of the engineering channel and establish a platform for direct communication between manufacturers and these channels.
Gain effective information, influence procurement decisions, quickly expand the market, and then expand sales.
5. Stationed in KA stores
KA channels (such as: home stores, Gome, Suning, Wal-Mart, Carrefour and other comprehensive stores) occupy an increasingly important position in the modern channel structure, because KA channels are an ideal place for people to purchase. KA channels are mainly used to develop capital cities and prefecture-level cities. This generally requires manufacturers to negotiate with KA headquarters directly. However, KA management can be integrated into the management of regional managers. Distributors can play a role in logistics distribution in KA management. , To achieve bulk sales. For example, Xiaoji Ghost's energy-saving lamp series products rely on this channel and will show benefits in the following two aspects: First, increase the sales share and expand the market share of the product; Second, the city has a strong brand publicity function and establish a good The brand image and brand awareness of the company have a very positive effect; at the same time, it has a significant effect on the sales of other channels.
6. Development of franchise chain
The chain store is an important channel for home lighting, and it is also a channel for powerful lighting companies to develop. It can better solve brand building, channel control, channel indiscriminate price, sales volume and other issues. Conform to the development trend of channels, change the original single and extensive channel model, and develop new channel models (such as monopoly chains, BDS, etc.). This new channel focuses on terminal construction, and it also facilitates enterprises to grasp market conditions, take timely measures, and even create competition. Ordered channel pattern.
7. Establish direct sales channels
Lighting lighting products will also establish direct channels without any middlemen, and the Internet without borders will provide a platform for establishing direct channels. Passing product information and selling products directly to consumers through the Internet will greatly reduce marketing costs, and the contacts are more extensive. This is what people call the network marketing channels. With the gradual popularization of the Internet, this sales channel will be more and more widely used by enterprises, and the benefits it brings to the company are immeasurable. In addition to the Internet, TV shopping and postal delivery will also become new direct channels.
(III) Innovative Channel Promotion Promotion Strategy to Win with Differentiated Marketing
1. Promotion method for terminal channels
In order to change the volume of inventory backlog of traditional channels and increase the amount of backlogs, and the production of stocks, we can improve the sales channels in the following aspects:
(1) Step rebates: In order to achieve the sales target, dealers are encouraged to purchase goods, and the incentives for the distributors in the market in the region are “accelerated†with the increase in the amount of completion. Step rebate promotion can generally be used alone or in combination with other channel promotions, such as step rebates and special offer items (or old products, slow-moving products), best-selling products, physical goods and terminal promotions.
(2) eliminate the library to make up for the difference. In order to achieve the sales target, optimize the inventory structure, digest the inventory of old products, slow-moving products, and channel promotion for dealer inventory products. The distributor is required to adopt a rebate policy on the inventory products, and after the stock is digested, the distributors shall make up for the difference between the rebates. The distributor shall assist the distributor in formulating the promotion policy and supervise its implementation.
(3) Sales competition. In order to quickly reach sales targets, dealers are encouraged to purchase stocks. According to the actual market conditions, using favorable occasions such as festivals and celebrations, and with the support of relevant corporate resources, dealers can set different levels and set different rankings for different levels. The award criteria and reward amount.
(4) sales staff incentives. In the case of unsatisfactory sales performance, long-term low-income people, and low morale of the team, in order to achieve sales goals, morale is boosted and the combat effectiveness of the team is enhanced by material rewards and spiritual encouragement for internal staff.
(5) Welfare promotion. In order to inspire team morale (marketing team or distributors), welfare incentive-based promotion methods are adopted, including incentives such as tourism, training, development, and conference training. Because good welfare promotion is fun and entertaining, you can improve the team's professional ability.
(6) Conference Promotions. In order to implement the company's marketing ideas or policies (such as the annual marketing policy, etc.), to focus on solving major market issues, enhance the morale of dealers, and unify ideas, promotions that focus on discussion and lectures as the main means can be adopted. Sometimes the conditions are necessary, as well as training and promotion forms.
(7) Stage rewards or vague rewards. In order to complete the sales target (usually the annual sales target), the company encourages distributors (especially wholesale high) to inject impulses, and promises to provide a certain amount of subsidies after the year-end inventory to compensate for the loss of dealers' wholesale profits. Generally speaking, fuzzy rewards are not informed in advance, and only after the end of the year to negotiate with each other to determine the scope of acceptance by both parties. The fuzzy rewards are generally one-on-one incentives, and the information between dealers is not transparent. There are a variety of methods for vague rewards, both physical and rebate.
2. For the end consumer's promotion method
The traditional promotion methods mainly focus on non-profit sales and sales of gifts, and the frequency of use and replacement is relatively high. The stimulation and pulling of sales promotion are not obvious enough. Therefore, promotion can not only require sales to increase, but should be at the same time as sales promotions, fully build momentum, push services (psychological needs), improve competition barriers, rationalization and personalized planning and operations. Specific can start from the following aspects:
(1) To create the authority of "light environmental experts". Through cooperation with well-known designers and teachers, the concept of "specialists" was hyped up; local design institutes and designers were recruited to provide generous policies for mutual benefit. And for end users or intermediate channels (designers, home improvement companies) product knowledge training, home improvement knowledge training, lighting application knowledge training.
(2) Increase the added value of services. By designing a software CD, the designer solves the problem of lighting layout in space design, and at the same time, it occasionally adds patches or updates to increase the interest of the target customers and designers to the software and the continuity of the concern to enhance the brand image of lighting companies. .
(3) Establish home designer clubs. Open professional communication platform to the designer crowd, provide much-needed information and professional help, and organize series of salon activities to form a good cooperative relationship with them. In addition, DMs, brochures, etc. are regularly presented to increase awareness of product brands.
(4) Shopping guide incentives. Companies reward sales guides to achieve sales goals and improve terminal sales. There are different ways to reward, such as basic salary, sales commission, sales competition, group activities, training, expansion, and reporting.
(5) Community promotion. This is a series of planning, promotion and promotion activities for new commercial and residential properties. It is possible to consider the use of “face to face†promotions and display methods to attract the purchase of products. Such as elevator advertising, delivery of a single page, DM direct mail, banners or huge suspension, celebration show floor show, on-site consultation, home decoration classroom, free design, free paving, rewards, sales and so on.
(6) database promotion. Through the accumulation of consumer database data, the company will gradually use this database to carry out various promotional activities, give full play to consumers’ word-of-mouth effect, and create sales of products with reputation.
(D) Strengthen the management and control and maintain the sound development of the channel system
The home lighting industry is still in the early stage of development in China. Most of the distributors are self-employed, their own cultural quality is not high, and their management level is relatively backward. With the intensification of market competition, they urgently need to improve their own culture and management level. For this reason, lighting companies should strengthen the management and control of terminals from the following aspects, and maintain the sound development of channel systems:
1. Improve their loyalty to corporate brands through training and motivation
Focus on training the dealers who have business ideas, increase the awareness of distributors in the entire region, and make them improve their business methods and skills as quickly as possible. This is the best way to improve the retailer's retail capabilities.
2. Increase support for sales support
Lighting companies need to strengthen the promotion of product brand advertising in various regions, and for terminal distribution, appropriate business and sales staff can be matched with dealers' daily promotions and management work, and the in-store inventory structure can be optimized to achieve “fast forward and fast exitâ€. Improve the turnover of dealers' funds and achieve long-term benefits.
3. Strengthen the control of channels through the brand
For a good distributor, a well-known brand product means profit, sales, and image, which means more efficient sales. In general, the best-selling, well-known products require only a small amount of marketing efforts from dealers to obtain a large amount of sales. Therefore, as long as lighting companies establish their own good brand image at the consumer level, they can influence the channels and use the brand advantage to control the channels.
4. Provide good service, enhance the appeal and control of the channel
Service is part of the value of the product. As long as lighting companies provide high-quality pre-sales, sales and after-sales services, they can produce good word-of-mouth benefits. This will have a strong attraction and influence on both distributors and end customers. This is a kind of influential power, and to a certain extent, it is also a strong channel control.
5. Rationally design and continuously optimize marketing channels and strive for channel initiative and master control
In order to achieve the management and control of marketing channels, lighting companies need to continue to rationally design and improve marketing channels in light of market development and competition, and strive for channel initiative and master control. For example, with its brand advantage and based on its full support of human, material, and financial resources, Op Lighting has some dealers with poor sales tasks to compete in a regional setting up two stores. This is a good one. This kind of negative incentive, but can well control the management of the terminal channel.
Shitong Welding Equipment Co., Ltd. , http://www.tzweldingmachine.com