Channel positive LED dealers margin He Sheng meaning difficult to do?

Since 2014, the relationship between the distributor and the enterprise seems to become dubious from previous hatred.

Recently, heard many dealers complained that the difficult business environment, more and more consumers do not wait for the brand, to run the market, one day down, tired of the dehydration; and at the same time, enterprises are also complaining, products sold, no money investment channels, maintain massive spending, how tied dealers heart trouble auntie, exhausted......

Business is not wrong, the product is not bad, the dealer is also very good, but why the money will not make money, business difficult to do it? The author believes that apart from the environment, consumer shopping habits change, there are many reasons. Today, open the window, with the enterprise, dealers spit Tucao, whining, look at how the money is so difficult to make money?

Dealers Perspective

1 business models are almost, want to have it so easy!

Dealer profit model is actually repeated, that is to say, we have to do more than 80% of the things are repeated, repeat the practice of forcing everyone into a corner.

2 rely on single point single product support, the market by blocking, all lose!

With the passage of flat gradually grow and manufacturers distributors, difficult, trap azides, by single point single product single business is more and more difficult to make money, profit structure change, but also changed the rules of profit.

3 channel flat, polarization serious!

The future with the further development of the flat channel, the money we earn the situation no longer exists, but everyone has their own channels, so that more and more people who make money opportunities to make money, not make money people feel more and more difficult to do.

4 store costs higher and higher, unable to make ends meet!

Dealers are renting shopping malls, with the rise of the shops rent, store costs are also increasing, in addition to the staff salaries, advertising fees, delivery costs, promotion fees, human fees, etc..

5 profit space is getting smaller and smaller, the price war can not afford!

It is now not to promote the sale of the situation, the dealer's profit margins in the space to dilute. Special offer every day to sell a profit, not sell, the more selling price is lower, the volume is up, but is not hard to see.

Of course, in addition to the above, there are many other factors, such as geographical factors, decoration style, consumer habits and so on, but in addition to the objective factors above we see, the channel itself and what problems?

Chen Qixia, general manager of the Jiangmen Olympic Games, we summed up the following points for your reference:

At present, the lighting industry marketing and channels are still in a relatively traditional model.

First of all, the traditional marketing mode mainly rely on the dealer to light procurement of goods, purchasing time and concentrated in the beginning and end of the two season, although there will be some new conference and dealer meeting lighting enterprises every year, but is often a formalism, more is to improve business visibility and maintain good relationship with dealers the partnership, which resulted in the asymmetry of information production enterprises and end users, the lack of effective information of product upgrades and new product development, is not conducive to give full play to the innovation ability of enterprises;

Secondly, the traditional marketing pattern has formed the regional characteristics of the product, because the dealer's business scope is limited, making the product limit in certain regional sales, can not break through geographical restrictions, bring some limitations to consumer choice;

Again, the traditional model can not allow manufacturers to provide more efficient and quality, comprehensive services to consumers, especially the customer complaints to the quality of the product, due to the presence of dealer intermediary, the terminal customers get clear solution can not be timely.

Summary:

In 2015, under the government's strong policy stimulus, the market has ushered in a wave of big market, but this does not mean that the channel can be a little relaxed or relaxed. At present, the overall supply and demand of lighting products have been reversed, inventory is still high, companies need to transition.

Reporter believes that enterprises in the process of transformation, channel selection and change is the most important. Therefore, as a direct role of the channel, dealers should be how to use the fastest speed, the most powerful method, strongest execution and enterprise to grasp the great opportunities in the market, the market really become a high profit or cash flow, is the ultimate goal of dealers.

Corporate position

Zhang Linsen LED, general manager of interior lighting division

On the one hand, the enterprise to provide dealers with suitable products for the market, the output of a viable profit model;

On the other hand, combined with their own resources and dealer resources to seek profit growth in the channel change, help dealers in the new normal under the new positioning, in order to better development.

Xu Zhenfeng, general manager of China Star optoelectronics lighting division

As an enterprise, we should do a good job of online and offline product planning and brand planning, accelerate the brand building, and actively cooperate with the dealer to do more value-added services. In the channel change process, the dealer stores in addition to product sales, but also to become a product experience and service center

Shanghai Luyuan group executive vice president Luo Quanxing

As enterprise,