4. Case interpretation
This store is very marketing
——The truth of the MOHO beauty lamp
Marketing starts with research and grasping needs. Understand the current market situation of China's lighting industry. After reading the introduction of the "Beauty Lights" BDS chain stores, it is not difficult to conclude that the US lights are tailor-made for the brand and channel confusion of current lighting companies. It is built for the hunger and thirst of lighting consumers. It is no wonder that some people predict that the appearance of more beautiful lights will open the prelude to the reverse integration of lighting companies. 2004, lighting industry marketing must have a big deal!
Model rescue industry - US lamps to build channels for manufacturers
The establishment of the US-based multi-chain store originated from the marketing status of the lighting industry. Due to the widespread sales phenomenon in the lighting industry, many voices that are not harmonious with the market have a great relationship with the low level of marketing technology in the entire industry. Manufacturers have the power to establish channels and have no channel to open up. Through the cooperation with nearly one hundred non-standard lighting companies, Midea has organically combined the channel construction of these enterprises with the national chain construction of American lamps. According to the network plan of the US Lantern, the US lamp will invest 170 million more, and will quickly complete the establishment of the distribution network in the Chinese region. It plans to divide China into seven centers, with Kunming as the southwest center, radiating Chengdu, Chongqing and Guiyang; Taking Shenzhen as the center, radiating from Guangzhou and Dongguan; taking Fuzhou as the southeast center, radiating Xiamen and Shantou; taking Dalian as the northeast center, radiating Shenyang and Changchun, etc.; taking Wuhan as the central center, radiating Zhengzhou and Changsha; Shanghai For the East China Center, radiate the entire East China region; Beijing is the center of North China, radiating Hohhot, Taiyuan, Shijiazhuang, Tianjin and other places. The company's goal within five years is to open more than 60 stores in China with annual sales of 10 billion yuan. It is not difficult to see that more than 100 non-standard lighting companies that can cooperate with American lamps will complete more than 60 self-owned sales channels within five years. For lighting companies that need to quickly establish channels, the current question is how to become one of the only 100 seats.
Most of the US lights are just one of the applications of the BDS model, which serves as a model for the lighting company's channel breakout. Its emergence will inevitably have a strong impact on the traditional lighting market. In the next few years, the BDS model will become a weapon for lighting companies to quickly establish their own channels.
Commitment to meet demand - purify the terminal for consumers
According to the research on the needs of lighting consumers, the US lamp has made a commitment to “three assured, two satisfied†for consumers. In response to consumers’ insecurity about the retail price of lighting, the US lamp has made a clear-cut price tag. For commercial users, there is no rebate guarantee. This behavior is common in other industries, but it is the first time in the lighting industry. For consumers' insecurities about the quality of lighting, the US lamp promises to ensure the strict control of the admission of companies. Implementation of barrier-free return measures; for lighting distributors do not undertake the status of installation and after-sales protection, the United States and the United States promised free on-site installation and implementation of two years of free maintenance; for the current lighting environment, the shopping environment is poor, the quality of service is low, The US lamp puts high standards on the atmosphere of the store, the image of the store and the quality of the shopping guide. The store provides the light source design concept and provides the light source design service and consultation to the consumers. All these commitments and measures are derived from the change of consumer demand. Thinking, based on this guarantee, to achieve shopping satisfaction and service satisfaction.
Brand realization difference - competitive strategy of products and stores
The competition for lighting products should be the competition of the brand. For lighting enterprises, the US lamp needs more convergence on the brand concept of both parties. Both sides need to have a strong brand awareness. When consumers recognize the multi-commercial brands of American lamps, they recognize the brand of the company. The relationship of the guarantee. The commitment of American lamps to consumers requires the high recognition and support of the enterprises entering the market. The admission of enterprises to the deeper commitment of consumers, the US lamps give full support and protection.
For the lighting companies to promise "the United States and more than the exclusive brand of goods", the US lights give more support and support. This mutual support and mutually supportive alliance relationship guarantees the brand's purpose of maximizing customer service.
Cooperation instead of competition - establishing a new type of vendor relationship
In the traditional sense, there is a pair of “happy and happy†between the manufacturers, which has a lot to do with the cooperative mentality of both parties. The establishment of a new type of vendor relationship and the formation of a community of interests are the core concepts of the US Lights' view of cooperation. The use of the BDS model in the US light is to pay attention to this model. It has solved the cooperative mentality of both parties and bundled the interests of both parties to form alliance rather than competition. The interests of manufacturers and merchants are combined with sales and become competitive. It is in line with the concept of modern cooperation. Manufacturers enter the store, compressing unreasonable expenses, directly communicating with consumers, reducing circulation, realizing the flattening of channels, and finally realizing the sales and brand building of consumers by reflecting the price and service benefits to consumers. , the interests of the store, the interests of consumers are more win-win.
Marketing technology of China's lighting and lighting industry marketing analysis 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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