Offline store business LED dealers how to make money?

As a long-term direct to consumers, dealers, making money is the dream of many friends. But in the increasingly fierce market competition, especially in the current context of the overall market weakness, the store business is getting worse and worse, in order to make money, make money, is not easy. So in the new market environment, dealers should be how to plan their own product line and business category?

Three directions of product line planning

First, according to the distribution of brand competition strategy to plan product line. Star Products: focus on the spread of brand awareness, through the high quality and high price positioning, to achieve sales accounted for 10% of the overall profit accounted for 20%. The products have a unique core technology and product function, the main selling point of difference, its function is to improve the image quality of all products, establish a brand image, to attract consumers to the products of the attention and affection. And meet the needs of high-end customers to buy, because the purchase of high priced products, the customer is not sensitive to the price, it can be appropriate to raise the price to obtain higher than the average gross margin.

Profit products: focus on the unique core selling point, through a reasonable price positioning, to achieve a good profit space, to achieve sales accounted for 50% of the overall profit accounted for 50%. Profit products in the overall market selling price range, with the main function of the market configuration. Star model with a continuation of the appearance or selling points, the main price.

Strategic products: focus on the leading features, through the mid-range price positioning, to achieve high profits, sales accounted for about 20% of the overall profit accounted for 25%. In the market selling price range, a number of additional features than the best-selling models, and no significant increase in costs, so that the gross profit level above average.

Defense products: focus on competitors, through low positioning, limiting sales, sales accounted for 10% of the overall profit accounted for 5%. Similar to or similar to the main selling point (characteristic) or outward appearance of a competitor's owner. In the price to suppress opponents, the formation of homogeneous low price trend, but in the terminal sales promotion efforts to belittle the product, does not recommend customers to buy, shake the customer confidence in the purchase of this type of model.

Experience products: focus on tourists, attract eyeballs. Low quality and low price, limiting sales, sales accounted for 10% of the total, profit accounted for 0%, blocking the low price strategy of competitive brands. Products available in the market to the magic price, special offer form, through the low price to attract the attention of consumers. Experience models in appearance or performance configuration should be different from the host type, in the terminal point of sale to limit the amount of supply, limiting sales.

Through the role of the product division of labor, marketing cross combination in order to obtain a comprehensive sales results, the best sales is the customer experience. Obviously, the star product price is high, the brand premium rate is high, the main function is to establish the brand image of the product, should be less to do promotions, retailers that create high gross profit; profit and strategic product mainly to win, win promotion resources and experience more impulse, defense products to measure Gross profit; the main products for the tactical the products with competing products competition, low or no gross profit margin products, mainly used for holiday or anniversary burst size to attract more popular goods.

Second, according to the local market to plan product line. A product to target a market segment.

Subdivide by function. For example, home appliances category, water storage type electric water heater has a computer version, mechanical version, gas water heater has constant temperature, strong row, washing machine has a drum, automatic, semi-automatic. Two or three terminal market, most of the more advanced features of the main models, the majority of the urban market with affordable features simple models based.

Subdivide by channel. In the form of home appliance industry, the terminal has a KA chain, stores, couple stores, building materials stores, plumbing, gifts, engineering, real estate, etc.. The characteristics of home appliance retail terminal is the size of the run, with a simple function based; building materials terminal is generally faced with the high consumer groups, to the advanced features of the sample based.

Third, the length and width of the product line planning. The length of the main product line planning to competitors as a reference to the market characteristics as the basis, growth should be slightly higher, high-end brand low-end lower high-end strategy, slightly higher is conducive to enhancing the image of the low-end price slightly lower can achieve blocking. The new brand has just entered the market, to develop high school low coverage across the board product line, after market sales feedback, according to the characteristics of competition and market to develop appropriate product line design, compression, do they have a comparative advantage products series. For example, in the kitchen industry, the main rival city market and county market face type is not the same, in order to facilitate according to different types of market and competitors to develop different marketing strategies and competitive strategy, we can do the two product gauge designated for two different markets, in such a way as to form two lines of two fists sincere, powerful.

Product line width planning should be designed according to the different stages of the brand positioning, different prices of products into the appropriate intensity. The width of the product line in each price segment should be proportional to the share of the sale price. The main sales price range of product line width should be increased, the number of product line styles provide models accounted for total number of models proportion should be equal to or slightly greater than the price of the proportion of sales accounted for the price, fully guarantee the product line and the intensity of competition;