Now CCTV's second set of "Win in China" ratings is very popular. "Win in China" is an inspirational program. It is a platform for talents with commercial potential to emerge. In the course of the game, the young people's passion for entrepreneurship is highlighted, and its theme song "On the Road" It also fits the theme of the show. It is apt to use it to describe southeast lighting.
Although Southeast Lighting has a history of nearly 20 years and has achieved a lot of achievements, now the southeast is in the stage of transformation to brand building and refined management. The completion of the new industrial park also makes Southeast Lighting have to rebuild a new one. Situation. In Lin Haiying’s own words, southeast lighting is still “on the roadâ€.
Work hard to prepare for transformation
Reporter: Hello, Lin Dong. The development of southeast lighting has a history of nearly 20 years. It belongs to the veteran level in the business enterprises in the South China Sea. However, in the past few years, the impression given by the southeast is more obscure. This is especially prominent in the era of developed information. What is this? What caused the reason?
Lin Haiying: The former position in the southeast is a large-scale manufacturing enterprise, and the requirements for product quality are more concerned. In recent years, the market has become more and more demanding for lighting companies, and the value of the brand has gradually been reflected. Southeast Lighting has also made corresponding adjustments to this situation. Overall, Southeast Lighting is transforming into a stage of brand building and refinement management.
Reporter: Some people in the industry now say that the development of the commercial brand in the future will show two trends, one is that the professionalization is getting higher and higher, and the finer and finer; the other is the scale, bigger and stronger; What is the biggest confusion in brand building? If you want to choose Southeast Lighting, which development trend will you choose, is it specialized or large-scale?
Lin Haiying: The brand is not said, nor can it be established by forming a brand department. I believe that the brand truly reflects a kind of "productivity", which is the performance of the company's overall vitality. What we need to solve most now is how to make our employees, our upstream and downstream partners and the public media identify with the Southeast brand strategy. What deserves our delight is that for more than a decade, our employees and partners have been very loyal and moving. Everyone is willing and confident to build Southeast Lighting into a strong brand. In recent years, the development direction of our company has been marching toward large-scale, and to do fine and fine, I want to reflect on our products first. In the future, we will pay more attention to fine work and fineness on the road to large-scale marching. This is to let the market test us.
The advantages and disadvantages of the hybrid marketing model
Reporter: It is understood that the operation mode of Southeast Lighting is not the same as other companies. Currently, it is a hybrid marketing model. How does Southeast Lighting form this model? What is special about this marketing model?
Lin Haiying: Oh, the “channel dispute†may be one of the most talked about topics in the lighting industry, but it is mainly an extension of the agency model. Almost all lighting companies use this model. In this mode, Manufacturers only export brands and management, sales companies have full operational autonomy, and manufacturers can fully mobilize the enthusiasm of channel vendors. Of course, each company's own development is different, and the marketing model it takes cannot be exactly the same.
Many people who contact me like to discuss the channel mode of southeast lighting with me. In fact, the mode of southeast lighting is not as complicated as the outside world thinks. In my opinion, the so-called hybrid marketing model is actually a self-operated store. The organic combination of dealer agency system. When we were planning the channel, we considered that some local merchants had great channel power and met the development concept of the southeast. We strive to develop with the dealers in the region; in some places, there are relatively few ideal dealers. We will consider establishing our own channels. At present, we have built our own marketing channels in some markets, that is, manufacturers have invested and sent people to start self-operated stores, and self-operated stores have developed distributors at all levels. In addition, our sales in many cities are organized by dealers to build a large logistics center, and the company assists in the development of the market network.
In this model, we can understand the market trends in many aspects, and then quickly develop and adjust marketing strategies. I believe that self-built channels have two major advantages. First, the problems that enterprises generate in the course of market operations can be quickly resolved. Administrative means can be used when necessary, which has obvious advantages compared with the general dealer agency system; The feedback on market information is fast, which is convenient for enterprises to adjust their strategies and improve services in a timely manner. Here, I reminded some companies that are preparing their own channels. All the investment in self-operated stores is exported by enterprises. The funds invested by enterprises are very large. It will cause financial pressure on enterprises with insufficient strength. It is recommended that companies with smaller scales should be cautious. Implementation, this can also be said to be the key to the company's self-built channels. In addition to self-built channels, we also attach great importance to cooperation with dealers and agents at all levels to help them as much as possible and to complement each other. Since the beginning of this year, we have established more than a dozen offices in the country, with strong resources of manufacturers and agents, and we believe that in the future, we can provide more support and seek common development.
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