3. Marketing technology
Open the BDS Box
——Lighting BDS marketing model analysis
BDS - English original Brand Direct-sale Chain-store, referred to as BDS, its basic operation mode is "the chain store sales network covering the whole country based on brand stores" (Exhibit 2). The BDS sales model originated in the United States in the 1970s. It is based on a unique joint venture model between manufacturers and stores. Through direct procurement to a large number of manufacturers across the country, the operating costs are greatly reduced, and product quality and after-sales are guaranteed. Service, consumers can thus purchase branded goods from regular manufacturers at a lower price. It unifies the interests of manufacturers, stores and consumers. For the lighting retail industry, BDS is a new resource integration sales model.
The origin of the lighting BDS mode
As early as in the United States in the 1970s, the sales model of lighting BDS had already developed on a large scale. In the field of lighting sales, retailers, wholesalers, and importers have begun to carry out professional division of labor. Every link is closely linked, and continuous professional improvement and improvement. After decades of continuous development, the United States now has Chain store lighting retailers across the country with more than 1,000 stores are the undisputed main sales model for the lighting retail industry.
The development of lighting BDS draws on the model and advanced experience of the department store retail industry. At the same time, combined with the industry characteristics of the lighting itself, through the standardized management and continuous promotion, the company has established a nationwide lighting chain retail store terminal.
Three characteristics of the lighting BDS mode
Format: The core of the lighting BDS is the joint venture mode. To put it simply, it is a large-scale retail store terminal provided by a merchant who operates a brand store, a manufacturer supplies branded lighting products to a merchant, and a joint venture cooperation mode in which the two parties sign a sales task. The lighting BDS mode establishes a new type of manufacturer relationship. The operation mode of the affiliate mode is: the manufacturer directly supplies and can be responsible for the sales of its own brand lighting retail terminals in the store, achieving absolute control of the terminal, and the manufacturers directly and consume Contact, grasp first-hand market demand dynamics and sales information; store is responsible for promoting the construction of excellent large-scale brand stores, creating a good shopping environment, formulating national chain strategic planning, marketing marketing policy implementation, providing perfect pre-sales, Sales, after-sales service system and standardized store management. The traditional mode of cooperation between manufacturers and distributors is basically the mode of “business separationâ€, that is, manufacturers are only responsible for the production of wholesale lighting, dealers sell independently in the local market, and the principle of interaction between manufacturers and market terminals is completely paralyzed.
Operation: Lighting BDS mode is established by a brand of lighting chain. It usually pays attention to consumers in terms of quality, price and service. The quality assurance is reflected in the sale of the lighting in the store are all qualified products through the national quality certification and inspection, through a large number of procurement across the country, first of all to ensure that the lighting category is complete, while bulk purchases can effectively reduce operating costs. Secondly, the brand lighting manufacturers can be fully screened to realize the strategic planning of the lamp jewelry category in the national chain stores; the price guarantee reflects the price of all goods clearly, and more importantly, the price of the customer buying 10 bulbs here may be the market to purchase 100 in the country. The discounted price of 10,000 bulbs guarantees the interests of the manufacturers while taking into account the strong price competition of the products in the market; the service guarantee is reflected in the professional lighting, provocative use, appreciation and other aspects of consulting, and purchase After the convenience of delivery, installation, commissioning and other services, so that customers buy lights no longer worry about installation and other issues, to achieve easy to buy lights, rest assured. Perfect pre-sale, sale and after-sales service eliminates all worries of customers.
Management: Lighting BDS adheres to the advanced management concept of international large-scale chain stores. The internal operation draws on the management experience of industry leaders such as Wal-Mart and Carrefour. The middle and high-level management team is composed of senior store managers. The internal standardized and scientific operation method guarantees. The maximum benefit of the manufacturer's product benefits in the circulation process. As for the issue of payment that the manufacturer is most concerned about, BDS generally formulates detailed settlement and payment policies, and signs a formal payment agreement with the manufacturer. The standardized operation of the financial work ensures the safe and timely processing of the payment.
China's lighting and lighting industry marketing analysis case interpretation of China's lighting industry's marketing analysis and prescriptions China's lighting industry's marketing analysis of the industry perspective LEDNB market penetration rate of 15% next year forced procurement of energy-saving lamps help promote energy-saving emission reduction The stock price fell to the price at the beginning of the year
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