OPPLE "smother" reappearing NVC billion light "glorious list"

In April 15th, the Zhengzhou Office of OPPLE lighting Huaxi District issued a document called "individual dealers to ignore the OPPLE brand, OPPLE management and conflict of brands and products, the main push of the loss of OPPLE, OPPLE lost the brand development in the local". In this paper, OPPLE lighting direct gun "NVC" and "Arrow", "billion light", "Phoenix light legend", "Simon", "home" and other brands, "Home Furnishing brand lamps shall not engage in conflict with OPPLE without authorization such as NVC", "business shall not conflict with the OPPLE home commercial lighting without brands such as Arrow, billion light, light legend", "Phoenix brand switch socket shall not engage in conflict with the OPPLE electrician without authorization such as Simon, home etc.".

Manufacturers to dealers issued exclusive ban order, Zhang Woren, general manager of Guangdong Province, Guangzhou Lighting Appliance Co., Ltd., told reporters, OPPLE lighting is not the first one is not the last one to do so".

For example, last year NVC out of billions of light area "smother. In May 2013, NVC internal documents also reported "no system of dealers to billion light and other LED brand conference organized, prohibited the display and sale of billions of light and other brands of LED products! The company will take off goods and cancel all products of NVC distribution rights, please inform the local distributor". "On the contrary," ban order "a text is" billion light "this brand from Taiwan in the mainland, Hongkong hit popularity.

Industry insiders believe that NVC and OPPLE lighting has made such a "ban", the real reason is nothing more than a few advantages: first, the original traditional lighting factory now has slowly become a burden; second, understanding of and into emerging LED products, development and production can not keep up, so many new brand advantage; third, marketing means a serious lack of innovation, the only use of such notice "helpless", in order to achieve the "time for space" effect, but also hope to get the protection of their own interests.

"Now facing traditional lighting manufacturers problem here, although they have the advantage of brand, but they are in the development of new products, including the understanding of LED is very limited, if not their traditional lighting brand is transplanted to the LED lighting products, LED lighting products more cost-effective if customers do not face willing to buy, the dealer loyalty is not high," LEDinside senior analyst Wang Fei said, "ban order" is a manifestation of this predicament highlights.

Guangdong Zhi lighting leader Zhang Woren's sales agent - brand Sanxiong Aurora from its inception in 1993, has reached twenty-one years of cooperation, mutual trust is not a short duration of time to come, in addition to three male Aurora - brand, Yue Zhi lighting lighting agent Matsushita also began in 2007. For such "smother", Zhang Woren said, "the same grade of the same type of brand products, general brand manufacturers will make a written contract to the agent, and the agent may be due to the benefits of cooperation will often choose a written signature agreed to a compromise. "

But the actual operation then? "Because each brand is unlikely to achieve full coverage of products, such as OPPLE's strengths Home Furnishing lighting, commercial lighting, NVC is strong army is strong?? Aurora circulation and lighting projects, and agents are faced with different types of customers, it will produce a lot of different purchasing demands. These demands are for business agents, there is no reason to require agents to the so-called brand loyalty and give up a lot of such business and profit, so agents tend to pick or choose 'secretly' business more than a few registered company name to sign with the brand, in such a way as to avoid brand enterprises' control '", Zhang Woren sharply pointed out.

Reporter interviewed a number of OPPLE in Wuhan, an agent, he bluntly, in addition to acting OPPLE brand products, but also agents of other brands of products, the only difference is that the OPPLE brand is the main push of the product. In order to get more profits, take the "All roads lead to Rome." distribution has no ground for blame.

Of course, the brand manufacturers have reason to appeal: an agent must first put into training personnel, advertising materials and decoration, gifts, posters, conference promotion project cost; in addition, in order to give better agents more support, manufacturers often will give preferential price for signing agent, distribution, delayed settlement, special offer application, reward keywords back support; and the office of manufacturers will not regularly give the project information, market distribution, customer terminal channel customer supply...

See their hard training agents have a hanging their own brand agents do other brand business, manufacturers must not happy, but can not find a better way to prevent, is "the last resort".

The "ban order" a file, agents of course, not happy. If you own brand products and selling attractive enough, why I will choose a new brand new brand? Why can give support and you do not? Why products and new brand price is so high and you still have not seen movement?

In the view of Zhang Woren, standing in the business point of view, the only agents and business relationship, what makes you to the form of such "executive order", agents are not your subordinates, manufacturers do not have any reason to give agents the work instruction, more business time