If 2006 is the year in which electrician companies penetrate the lighting industry, then in 2007, the harvest year after the channel penetration. After the year-end inventory, let us take a closer look at the 2007 electrical company's harvest in the penetration of lighting channels.
Break through the bottleneck
The electrical industry has always been an industry that has been neglected and lacks effective organization but has broad market prospects. The market's non-standardization, the product mix and match determines the brand-making enterprise, and can't get a good return in a short time. If you operate a category separately, you can't get a good return on one category based on such a large investment in the Chinese market. . As an electrical product, due to the limitations of its display and display, there is a certain difficulty in the promotion of the brand, and the display effect in the terminal is not significant. Mao Jihong, deputy general manager of China's marketing department of Tianji Electric Co., Ltd. believes that with the rapid development of the real estate industry, the demand for the lighting market has begun to increase, saving time, convenience, convenience, and service-oriented one-stop shopping has become more and more consumption. The needs of the people. Consumers buy a Switch and buy a switch, so from this level, the electrical products and lighting products customers are basically the same. In the cooperation with customers over the years, the recognition and love of customers for the Tianji brand has also brought great confidence to the introduction of space-based lighting products to the market. In addition, due to its limited market capacity, the electrical industry is difficult to make up for the cost pressure caused by the construction of huge channels. The electrical industry must take a diversified development route to break through the bottleneck of industry development. From the perspective of brand defense, the involvement of electricians in the field of lighting is more concerned with brand building and overall market returns.
Control channel
There is no complicated lighting on the product line, and the product technology is more complicated than the lighting product. Although the electrician has a design, the design is not as high as the design of the light effect. This is the biggest difference of the product. From the business model, there are also great differences. Generally, domestic enterprise electricians use the regional-level total dealer system, and most of the lighting is now in the development of logistics operation center + franchise chain. The network of electricians needs to be done very wide, the penetration of the network should be strong enough to make the enterprise bigger, and the lighting needs to focus on the market radius of consumption. Its business management is more focused on terminal sales and engineering sales. In the electrical industry, where the industry is mutually infiltrated and integrated with each other, the ability to control the channel will become a crucial part. With the homogenization of product, marketing and brand promotion, the breadth and depth of channel construction has become the cornerstone for enterprises to become bigger and stronger. Lin Jinxian, general manager of Mejiashun Electric Co., Ltd. said that the current marketing channels formed by the electrical industry are very similar to those of the household appliance industry. The home appliances have entered the terminal through commercial supermarkets and specialty stores, and the electrician and lighting industries are currently experiencing such a path. Facts have also proved that the electrical industry has almost penetrated into similar channels with home appliances, such as B&Q, Home Depot and other supermarkets. The construction of specialty stores is also in full swing throughout the country.
First victory
Although the electrical industry and the lighting industry have their own characteristics in terms of product lines, business models, and channel resources, the electric industry has entered the field of lighting, and various companies have shown different approaches in channel integration. According to Mao Jihong, Tianji has started the domestic lighting market since the beginning of 2006. The product line has been involved in energy-saving lamps, ceiling lamps, grille panels, brackets, commercial ceiling lamps, and kitchen and bathroom lighting products. In terms of channels, Tianji's electrical products and lighting products use two completely different product channels. At the same time as maintaining the distributor's original product level at the regional level, the lighting products adopt the logistics operation center + franchise chain store, and the store. The mode of the middle store complements the electrical products on the channel. In terms of channel construction, Tianji's shop-in-shops and specialty stores have achieved corresponding success in Changsha and Chongqing. Up to now, Tianji has nearly 300 lighting product terminal stores nationwide, and 11 provincial and municipal logistics centers. Sales were doubled compared to the same period last year. In the future, Tianji will promote store-in-shops and specialty stores in accordance with the development of the market, and realize 1,000 stores in the next year. The terminal channel will be bigger and stronger, and the product development and brand building will be continuously promoted.
According to Yu Wei, director of TNC electrician marketing of Tianlang Electric, since the beginning of 2007, Tianlang Electric has been involved in the field of lighting. The lighting product line has already covered energy-saving lamps, T4 and T5, as well as some engineering and commercial products. Up to now, there are 200 TNCs nationwide. A number of dealers have begun to gradually extend from the sale of the original single electrical product to the lighting product. According to Yu Yu, in 2008, Tianlang will take the entry into the lighting field as the development focus of Tianlang next year. Yu Wei believes that at the beginning of this year, Tianlang has begun the integration of air-switching leakage electrical appliances and lighting products. Now, technically, it has already completed sufficient reserve work, and next year, there will be domestic advanced lighting products. In addition, channel integration will also leverage existing channel advantages to complement lighting products. Relying on the original electrical channels to expand the channels of lighting products, the use of special distribution system and deep distribution system.
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