Terminal marketing innovation

Release date: 2018-04-28 Source : arrogant LED network share:

The first- and second-line dealers will face the impact of the finished house. Is it from the batch-to-zero model to the big customer sales or the transfer position to achieve channel sinking? Third- and fourth-line dealers are also facing the downturn in the real estate market. The market demand is not strong enough. How can we win in the competition with competing products?

Status: Insufficient dealer confidence

It is not as simple as trying to achieve a breakthrough. The current situation of the mixed industry is not concentrated on the brand because of the development of the industry for many years. On the contrary, in the era of mobile internet, the upstream is more standardized and the quality is improving. The competitive pressure of the brand is even greater. .

In such a brutal competitive environment, where are the advantages of brand companies? For small-brand or unbranded lighting companies, dealers are either eliminated or they can only rely on their own abilities and resources to survive the market, but most companies face enormous pressure to survive. “I have visited the terminal market for many days and found that many dealers lack confidence.” Yu Weifeng, vice president of marketing, said that “the industry is developing steadily, and many dealers feel that the business is not as good as before. The money is not good, and the purchase is even more Be cautious."

If the terminal business does not improve, for the brand, the pressure can be imagined. “Five and ten colors have achieved rapid development in the shareholding system of the branch. After nearly 10 years of development, there are 16 branches in the country, and the specialty stores have spread all over the country.”

"Single product structure, fast drive

In the early stage of brand development, with the upgrade of consumption, a single category has not been able to meet the multi-level needs of consumers and the development of enterprises. Starting from the first half of 2016, the brand of home lighting brands are all-in-one, American, European, and New Chinese. The listings of the Jane series have evolved from a single category to a full category. Our investment went up, but the product was stuck in the terminal. Yu Weifeng said, "As dealers lack confidence in the market, category styles and purchases are growing slowly. ”

Breaking the ice: creating a "terminal operating V8 system"

The start-up period of light and color has quickly driven the market with the low threshold of single category. However, with the shift to the positioning of all-category homes, the dealers need more sales support, but the reality is that dealers do not dare or don't want to go on. New products and different styles of products, so that the five colors and light into the dilemma of products but channels blocked. “The back-end products have been put into use. The water outlets in the front section are very small, and the dealers’ business is very difficult.” In the second half of 2016, Yu Weifeng opened a one-month high-density market research, “going deep into the market to understand the needs of dealers and After the problem, I found that the voices of dealers and salesmen are extremely uniform: facing the impact of the Internet, the impact of the finished house, the impact of Internet home improvement, how to invest without business?"

However, in Yu Weifeng's view, the core reason why business is difficult to do is not because of the market, but because the dealers' business model is too backward. They are still the traditional business model, lacking the terminal marketing means in the pan-home industry. .

I found the crux of the problem. Under the impetus of Yu Weifeng and the team, 2017 has developed a set of industry-specific “terminal operation V8 system”, which combines the common marketing methods in the pan-home field and combines the low price of lamps and lanterns. The purpose is to help dealers make money and solve the problem of fine water outlets.

The terminal operation V8 system is based on solving the pain points in the operation of the five-color ten-color dealer store (small passenger flow, low transaction rate, high promotion cost, poor activity effect, small customer order, difficult team building, etc.). Systematic, standardized and professional team hands-on help dealers to quickly improve the terminal's operational capabilities, realizing the marketing front, and really solve the business problems for the dealers. Yu Weifeng said, "There are eight sectors around the terminal passenger flow, turnover rate, customer unit price and terminal team building. Each sector is a system. Each system is equipped with corresponding implementation plan, operation target, implementation process and required resource configuration, easy to understand, easy to operate, easy to achieve, plus each system is guided and assisted by the company's professional team, and the system is expected to be implanted. It will easily achieve sales growth of more than 300%. ”
At the beginning of 2017, the V8 system was first launched in the Jiangsu market. “The reason why it started in Jiangsu is because the competition in the lighting industry in the regional market is extremely fierce, and the operation of dealer terminals is relatively mature. It is the wind vane of the industry. It is considered to be the highest standard to test the V8 system, which is conducive to system improvement and later replication.” Yu Weifeng said "V8 system is sought after by dealers in this market, and the effect is excellent."

“We were looking for 15 stores to implant the V8 system. It took 21 days, and the best-performing store achieved its performance in the past six months.” Yu Weifeng laughed. “Light investment, high output, and high enthusiasm for dealers. ”

With the gradual landing of the V8 system in the country, the slogan of “Meeting Five Lights and Making Millions of Years” has begun to resound through the terminal. At the National Investment Promotion Conference, the support of dealers’ terminals has been increased, and more than 400 new ones have been added. In the specialty store, sales performance increased by 60%.

Change: Forging a five-star team

"In 2018, our dealers can be implanted into the V8 system to make money easily." Behind the V8 system is the team's system support. Yu Weifeng has revolutionized the team's operating mode and proposed to build a "five-star team." He broke the mode of a certain salesman responsible for a certain regional business, re-engineered the team from the team style, behavior, operation method, etc., and carried out the V8 system with the operation mode of modularization, modularization and specialization. Strong support.

Behind the team's modular division of labor is the system's training support, which allows the team's professionalism to be upgraded unprecedentedly, and solves the problem of insufficient single-agent capability. Even a weaker salesperson can achieve professional rapid improvement at a certain point. And the modular professional division of labor released the team's operational capabilities, so that dealers are full of praise.

It is through the implantation of the V8 system in the national stores, forging the five-star team, and achieving the escort of the terminal stores. “In 2018, our goal is to open another 500 stores.” Yu Weifeng said, “At the same time, try to cooperate with new channels such as real estate and Internet home improvement to realize the channel trinity.”

“Based on the existing model, we will expand new channels and further enhance the brand's influence to achieve the 50% growth target for 2018.” Yu Weifeng is confident.

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