In August of this year, Op Lighting and Vanke officially signed the Vanke Centralized Strategic Partnership Agreement. According to the agreement between the two parties, Vanke will use Op's home lighting products in its renovated real estate. Due to the position of Vanke and Opus in the real estate and lighting industry, the cooperation between the two is particularly eye-catching in the lighting and real estate industries.
In April 2009, the Home Building Materials Industry Champion Alliance was launched in Beijing, and NVC Lighting participated in it.
Lighting is one of the necessities of real estate decoration. Due to the close relationship with the real estate industry, the cooperation with real estate companies has been paid special attention by lighting companies. In addition, when consumers purchase lighting products, most of them will buy ceramic tiles, furniture, home appliances, flooring and other products. These industries have become the associated enterprises for lighting companies to integrate resources. The integration with related companies can bring considerable benefits, and at the same time facilitate the brand promotion of enterprises.
Affiliated enterprise resource implications Broadly connected companies refer to companies that use the other's channels to bring direct or indirect sales to themselves. Regarding the relationship between related companies, Yao Xiaohong, president of Xingbang Industry, made an image metaphor: just put someone else's radish in his own basket. The related enterprises here do not refer to the upstream and downstream enterprises related to the lighting manufacturing industry chain, but specifically to the production channels related to the decoration and decoration, which are relatively close to the lighting enterprises in the sales channels, and the consumers need to purchase at the same time. Lighting, ceramics, furniture, home appliances, air conditioners, flooring, fabrics, etc. are all related companies. A real estate company that can directly purchase products is also an associated company of lighting and other enterprises.
At present, the form of resource integration among enterprises in the lighting industry is mainly: First, cooperate with real estate companies to supply products to them. Second, cooperate with related companies, joint sales in the terminal, such as cooperation with furniture and home appliance companies. The main contents of the cooperation are: forming a strategic partnership with the real estate company and providing products to them; cooperating with enterprises such as furniture and home appliances to carry out joint sales at the terminal.
Well-known enterprises are dominant in resource integration. Currently, in the lighting industry, enterprises that integrate resources with related enterprises are only a small number of leading enterprises or well-known enterprises, such as Op, NVC, Honeywell Langen and so on. This is because the integration of affiliated enterprise resources requires the two parties to have the same status in their respective industries. The consideration criteria are basically only those enterprises that are in the leading position in their respective industries. Or compare the top-notch "single champion" companies in a single product. Other companies are more difficult to gain favor from other industry companies in the integration of related enterprise resources. Of course, if you are trying to find a related company that has the same status as your own brand, or if you have a higher product quality, but the brand awareness is low, you can also actively promote yourself and “marriage†with other well-known related companies. Achieve leapfrog development of brand and sales.
A lot of benefits of affiliated enterprise resource integration can reduce marketing costs and direct cooperation with real estate companies, which can bring stable sales to lighting companies. Although the price of the products supplied is lower than the market price, the cost of marketing is directly reduced due to the reduction of intermediate links, and the purchase volume of real estate enterprises is stable, especially for well-known real estate enterprises. The purchase volume is stable and the quantity is large.
It is possible to use their respective channel advantages lighting companies to cooperate with related enterprises such as furniture and home appliances, and to effectively utilize the channel resources of the partners to achieve sales or indirect sales at their terminals, which is equivalent to the addition of lighting companies to terminals in different stores. The storefront.
It is conducive to enhancing brand awareness and cooperation with well-known real estate companies, which will have a favorable impact on the brand awareness of lighting companies. The cooperation with related companies will also promote and enhance the brand awareness of lighting companies in the joint promotion and other activities with the influence of the other party's brand.
To achieve a win-win or win-win situation, lighting companies can cooperate with real estate companies to reduce costs by selling and purchasing both parties, thereby achieving profit growth. And based on the needs of long-term cooperation, both parties will strive to maintain the quality of their products, which will benefit both parties' long-term development.
The cooperation between lighting companies and related companies can effectively utilize the channel advantages and brand influence of the other party, which will lead to a win-win situation and a win-win situation.
Link lighting industry typical affiliated enterprise resource integration case
A. Opto and Vanke currently have a number of cases in the lighting industry to carry out resource integration with related companies, such as the aforementioned strategic cooperation between Op and Vanke. It is understood that according to the agreement between the two parties, Vanke will use Op's home lighting products in its renovated real estate. Op professional lighting designers will directly participate in the renovation process of Vanke's renovated rooms, providing scientific lighting design for Vanke Real Estate's living room, bedroom, kitchen, bathroom, dining room, balcony and entrance.
B. Honeywell Langen and Guangzhou Yuexiu City Construction On August 23 this year, under the competition of many brands, Honeywell Lang successfully won the bid for Guangzhou Yuexiu Group Urban Construction Real Estate Company Cuicheng Garden, Lingnan Bay, Jiangnan New The three major projects of the Yuanyuan and become the sole supplier of lamps for Yuexiu Urban Construction Real Estate in 2009-2010.
C, NVC and Dongpeng Ceramics, etc. On April 23 this year, NVC Lighting and Dongpeng Ceramics, Ou Pai Kitchen Cabinet, Nature Floor, Red Apple Furniture and Midea Air Conditioning 6 companies jointly held the championship in the Great Hall of the People in Beijing. The Alliance press conference jointly announced the establishment of the first domestic home industry "Champion Alliance." It is reported that the six companies will jointly cooperate in brand marketing and customer service in the future to carry out cross-border cooperation in the home industry.
D. The integration of resources between Jin Dalai and the furniture of the Dynasty earlier and related companies has actually started as early as many years ago. It is understood that from the end of 2002, the well-known domestic furniture manufacturer Dynasty Furniture has developed a series of shallow walnut furniture, which needs to be equipped with simple and elegant lighting, and began to cooperate with Zhongshan Jindalai Lighting.
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