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After more than 20 years of baptism, the Chinese lighting industry is still in the chaos of the vassal wars, and it has not formed a stable and clear brand structure. The scene is very lively, but most of it is manufacturing rather than creating. It is sales rather than marketing. It is about selling products rather than selling brands. It is closely related to the hardware strength, thinking, mind, pattern and talents of the lighting industry.
I often instill the idea of ​​the bosses of various industries: modern competition is the comprehensive competition of product power, brand power, research and development, execution, culture, and resource control. Contemporary marketing is the system winning, not a little blast. These internal strengths are not good, that is, you ask Shi Yuzhu to run the business for you. I don't understand this, even if there is a short-term prosperity, it is accidental; and if you want to be bigger and stronger, it is a loss. Then, according to Xiaobian, what are the factors that restrict the lighting industry to become bigger and stronger? I conclude that there are at least the following seven shackles.
Shackle 1: Merchant â— Boss â— Entrepreneur, which category do you belong to?
People have always used to call the business owner a boss, just the difference between a big boss or a small boss. But the boss has a realm. I divide the boss into three levels:
The first category: businessmen.
The so-called merchant is the master of the transaction. Everything here is a commodity, and the interest is the only measure. He is a hunter, a typical opportunist, aiming at the target and hitting the commandments. I sell you to buy, I have to pay for the return, not to each other. This is the initial stage of the boss. Such bosses are at the grassroots level of the industrial ecosystem, and they are easy to be eliminated once the environment is difficult.
The second category: the boss.
The so-called bosses are more like generals in the battlefield, fighting the business world, and proficient in strategy and tactics. Look at the industrial environment for ten years, look at the five years, look around your own situation, understand what you can do, what you can't do, what to do, what not to do, and what to do. These bosses are the backbone of China's lighting industry, and they are the new force in the development of the lighting industry. For example, there are many such business owners in the Sichuan Army, which will produce a few entrepreneurial figures.
The third category: entrepreneurs.
The so-called entrepreneurs, with the king's momentum, strategizing, overlooking Qiankun. Responsible for corporate responsibility, industrial responsibility and social responsibility. He has a large number of consumers, suppliers, employees and distributors in the industry chain. Profit is not the only indicator that his business is pursuing. For example, Niu Gensheng of Mengniu, Zhang Ruimin of Haier, Liu Chuanzhi of Lenovo, Wang Shi of Huawei, etc. can be used as entrepreneurs. Looking at the current status of China's lighting industry, it can be called entrepreneurs.
Merchants, bosses, and entrepreneurs can't simply evaluate their existing size, market share, and brand status. I think it depends more on the entrepreneur's own mind, pattern, and vision. How you interpret the industry, understand products, design, brand, culture, your customers, suppliers, distributors and employees, etc., will determine the breadth and height of your career. Because China's lighting industry is currently the Warring States era, there is no absolute king. There are no brands that are too strong to challenge, and there are no companies that are too weak to survive!
The opportunity is right in your chest. Which realm do you belong to?
Shackle 2: The product is the core, the packaging is the cloud. Where is your pursuit?
I am doing marketing planning. I often talk to my peers: products are the core, all other packaging, such as brand stories, core value refining, advertising communication, promotional techniques, creative planning, etc. are all outerwear, no hard products, other No matter how good it is, it’s all in the air, it’s a short-lived. Therefore, I never do marketing planning for junk products. I agree with Mengniu’s Niu Gensheng: What is the highest state of planning? It is integrity!
The products referred to here have deep connotations and wide extensions, including: design, material selection, quality, and process. Does the design have both practicality, appreciation, and uniqueness? Is it resonating with the guests? Have you considered the feasibility of the production process? Is the selection of materials really genuine? Whether the craft is meticulously crafted, can withstand inspection and so on.
In the 30 years of China's marketing process, market competition has experienced a cycle from products, channels, prices, brands, and capital. It is time to return to the original point. The lighting industry is also gradually aware of this point. Look at the fact that in recent years, there have been fewer girls, cars, and shows in the lighting exhibitions, and more pragmatic and rational.
The company is committed to the product leadership as the core strategy, and has achieved remarkable results, which has achieved the market position of China's high-end living room leading brands. No matter how unpredictable the market is, there are always a large number of dealer groups and end customer groups.
æž· lock three: create a brand â— fried brand â— do brand? Which way do you choose?
In the perspective of the marketers who have experienced other industries, the current Chinese lighting industry is very impetuous and superficial. Especially in terms of brand building. For example, in Hong Kong, Italy and other places to register brands, such as large-scale, foreign-invested in other industries, the old-fashioned tricks are still popular, and now consumers are still buying, can only say that the lighting industry is not yet transparent. However, the quality of consumer literacy and identification is getting higher and higher and more and more rational. This brand-building approach is not desirable.
Look at the popular celebrity endorsements in the industry. Many companies disregard their own capital status, brand temperament, channel scale, blindly follow the trend, and celebrity endorsements. In an attempt to upgrade the brand overnight, dealers and customers will flock to it, and the product can sell at a high price. I don't know if this is a wishful thinking. The result is that the star steals the music and knows what it is. Because the real brand is never fired!
From the product to the market, you are just a brand and code, and then to the brand awareness and reputation, you must use the product as the core carrier to interpret. What unique USP is your product, where is the consumer interest, and what is the core value of the brand? These are the accumulation of time. The brand is purgatory, it can't be fast, and it can be done naturally.
It’s hard to come. As a brand-old company with more than 20 years of experience, Trevi has always adhered to the concept of branding. It has always been pragmatic and simple in brand building. It is not radical, not blind, and speaks by product, design and service, although it is slow. Point, but steady and practical, has the status of today's industry. In the year of 2011, the brand upgrade of Trevi's Chinese living room living elements is naturally a matter of course.
Shackle four: promotion â— sales â— Marketing which ladder are you?
The lighting industry's never-ending discounts, buy gifts, sales and other tactics are all-encompassing, living room culture festival, sleep day; the new brand's three-dimensional publicity campaign when entering the market can not be said to be fierce, sea, land and air media plus street fighting Advertising is pervasive, and even the underground mouse knows which brand has been opened. We have no intention to deny these promotions and advertising tactics. From the point of view of the store management, it is often a necessary tactical combination. But remember, it's just the necessary foundation, not all. And many companies and dealers seem to be poor in addition to these actions. The life gate is here!
If the dealer only has these few moves, it is still the responsibility of the company. The enterprise is the maiden of the dealer. When the dealer joins you, you should play the role of a good teacher, a comrade, and a compass. Taking the store management, the Trevi Group is doing this: the company guides the dealers to establish the concept of system thinking: location decoration, product mix and positioning, store atmosphere, pricing strategy, advertising communication, 5s customer service system, promotion Nine modules, such as personnel management and brand building, are indispensable. Don't limit yourself to the price of the original tricks for special promotions all day long. The boss and the store manager will check each of the above nine links from the above-mentioned nine links to do not do enough, and then analyze, formulate, and implement the improvement plan with the manufacturer. Steady and steady, progressive progress, both internal and external repairs, such a specialty store, wherever they go, have strong competitiveness and profitability, the opponents see the propaganda outside the door, what can not be seen is the internal strength cultivation inside the door .
Trevi rarely takes price means because she is taking a high-end route, and high-end guests focus on value rather than price. Each of its three sub-brands has its own position and clear positioning: a number of romantic figures, but also exclusive to the nobles of the Ou Di Dynasty; no taste, not exclusive to the Van Gogh middle class; no fashion, not exclusive to the European fashion crowd. Each sub-brand is built around her core positioning group, from product design, aesthetic needs, value perception, price positioning, service and communication. The operation mode of each sub-brand is different.
The environment has changed, the promotion and sales have failed, and marketing is required! The root cause has been found, and the problem has come again: Does your company have enough high-level ideas and enough talent to do these things? That is another topic, and business management itself is a cycle of constantly solving problems.
Shackle five: human tactics? You are OUT!
For more than 20 years, China's lighting companies have adopted a business development model of people's tactics. They attract investment every year, and they recruit people every three months. After two months of running, they leave. In the enterprise's mentality of quick success and benefit, plus There are too few high-quality employees in the lighting industry, so the effect is getting worse. Many bosses complain that the professional ethics and abilities of the salesmen in the lighting industry are not high, but there is no way. No one is available. Only the first wave of sand is used, and the performance is spoken. The salesman also complains that the company has not given me enough respect and trust. And the sense of belonging, the overall package does not have a competitive advantage, how do I get results in the short term? Such a vicious circle can never break this spell.
Where is the root cause? In the final analysis, it is still the reason for the enterprise. Nowadays, the market competition depends on the overall strength of the enterprise. This traditional human-sea tactical investment has gradually failed, and at the same time, the marketing cost of the company has remained high and there is no reasonable input and output. The pattern of relying on the personal ability of the salesperson to do the market is gone forever, or is not a long-term solution.
How to break this spell? As a business operator, we must first establish a global outlook and a correct view of market competition. I often make an analogy: business management is to do homework, product, research and development, production, branding, marketing, logistics, services, corporate culture, supply chain management, financial security, fund management and other projects. The whole process is zero, and each section has a professional management operation, which is often unremitting, and business management is not so difficult. If you understand this, you will not rely too much on people's tactics to send people to invest.
Secondly, the business operators need to be clear: Although there are few talents in the lighting industry, both of them are eager for quick success. The more such a climate, the more necessary to establish its own unique corporate culture. Operating companies actually operate various resources. Only when you treat employees as your assets rather than commodities, you will establish a mechanism for educating and retaining people. With the presence of people and gas fields, the financial field will naturally be there.
The Trevi Group is also undergoing reform and exploration: the five regions in the country use five excellent regional managers with sufficient talents and talents, equipped with sufficient sales assistants, full-time after-sales service specialists, full-time trainers, jewelry specialists and tour promotion teams. Form three clear division of labor functions: market development, market improvement, and market maintenance. High salary, good culture, and career retention, the effect is excellent.
Shackle 6: Group Charges â— Singles Champion All roads to Rome for two years, everyone is talking about the big home route, in fact, this is very beautiful for most companies, it is very tired to do, the result will be very bitter . This is actually the difference between the singles champion and the group army. Many people want to make the beauty of the home appliance industry, but often ignore the need for a strong brand position, a sound channel network, strong financial strength, strong resource integration capabilities and management capabilities. If you don't have these conditions, or focus on your core position, the singles champion will become the dominant player. To make the sofa the ultimate, you can achieve the brand of Trevi, left and right, and make the shoe cabinet the ultimate, you can make the small kidney bean brand, and the soymilk machine can achieve the ultimate achievement of Jiuyang, which is a good example.
According to the principle of commercial division of labor, manufacturers focus on their own manufacturing areas, and integration matters let retailers do it. This does not conflict with perfect supporting products. For example, the Trevi Group focuses on the living room area, then
