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With the improvement of consumer brand awareness, it has become an industry development trend for companies that are determined to build a whole home lighting industry to develop in the terminal. Recently, the reporter interviewed Yu Huaijun, manager of Tongji Science and Technology Lighting Shandong Office, who has been active in the first-line market for many years.
Our reporter (hereinafter referred to as the record): As a manager, what do you think is the current lighting industry specialty store?
Yu Huaijun (hereafter referred to as): The lighting industry is still quite chaotic, especially in the terminal market. Looking at the market, so-called home lighting brand stores can be seen everywhere, as long as some energy-saving lamps, ceiling lamps or several kitchen and bathroom lights are also named a certain brand store. After they simply renovated the storefront, the so-called home lighting store was done. Then the product price is exaggerated and exaggerated to deceive ordinary consumers. After all, ordinary consumers do not understand the lighting industry, and many so-called well-known brands are only the industry, not the public. Therefore, the average consumer is easily "fudged" by the so-called specialty store.
Reporter: Then what do you think a mature store should have?
Yu: I personally think that home lighting stores should have the following conditions, but also should be the place where dealers should pay attention to choosing home brands.
The first is a relatively rich product line, which means that the product can basically meet the lighting needs of consumers in the home decoration. This should include energy-saving lamps, kitchen lights, dining chandeliers, T4, T5 brackets, home downlights, wall lamps, table lamps, floor lamps, and Yuba. In this way, consumers can purchase the products they need in a brand's specialty store, and try to let consumers experience the convenience and speed of one-stop shopping.
Secondly, it is a perfect after-sales service. Nowadays, some dealers on the market, in order to attract business, open the mouth to consumers in terms of product quality, and promise a lifetime warranty. As far as energy-saving lamps are concerned, this is the most commonly used product in the family. Commitment to a lifetime warranty is very cost-effective for consumers. In fact, this is a very empty concept. I think the operator's commitment to consumers should be feasible. This requires manufacturers and distributors to agree on the concept of after-sales service, and promise to consumers to be honored.
The third is the requirement for product quality. Quality is the key to the product. However, some small manufacturers have to press down the production cost because of the fierce competition, so the quality of the product cannot be guaranteed. An enterprise can't guarantee the quality of its products, and the service talks about it. What's more, the service is a cumbersome and systematic process. And a brand, if there is no quality support, can not last long. Imagine if a big brand, if the quality is always a problem, then the greater the influence of the brand, the greater the negative impact. Therefore, why consumers are willing to spend money to buy branded products, in addition to vanity, but more importantly because the quality of brand products is guaranteed, buy happy, use with confidence.
The fourth is to have a good product image display, good products can improve the taste if there is a good display. This allows consumers to feel the taste and brand strength of the product when they enter the store. But the decoration can not be over-exaggerated, after all, the general store positioning is still popular consumption. If the decoration is magnificent, many people will be discouraged, they will judge the price of the product from the store decoration style. Therefore, the decoration of the store must have both characteristics and an easy-going and intimate feeling.
The fifth is to have a relatively reasonable price system. The price is the most sensitive word. Many businesses are ruined because the price has not been discussed. At present, there are some products in the industry that have “profiteeringâ€, and their products are so expensive, especially for terminal retailers. Use the consumer's weaknesses in the industry, the product is not understood, and then persuaded in the rhetoric of the shopping guide. In fact, when the industry develops at a certain stage, the price will become more and more transparent, so the price of the product should be proportional to the quality and service.
The sixth is the timely delivery cycle. The new product is about to be a fast word. Only when it is fast enough to occupy the market. The timely supply of the dealers is actually the most effective means of occupying the market. Because only the best-selling products require multiple replenishment, and if the consumer purchases the product, if not, the potential "hints" to the consumer is very bad. Therefore, the timely delivery of the manufacturer is also the display of brand strength.
The seventh is the scientific marketing concept. The marketing concept directly determines the marketing result. If a home lighting brand does not have a practical marketing strategy, it is impossible to make the market do it, and it is even worse than the development of the brand. Of course, as a manufacturer, it is necessary to work hard on market operations. Manufacturers should be market-oriented and consumer-oriented.
Reporter: It is understood that Tongji Technology Lighting is also determined to create overall home lighting, then how do you operate in the market?
Yu: At present, there are many home lighting brands in the industry, but Tongji Technology Lighting, as a dark horse in the field of home lighting, has opened up in the Shandong market. We have established our stores in Xuzhou and Weihai, and the stores in Lianyungang, Laiwu and Qingdao are also under renovation. Our marketing philosophy is to start from the market, serve the merchants, and implement regional exclusive agents to protect the interests of regional distributors. Reading era
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