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Do not fight the scale of the channel, do not fight the background marketing, in the lighting and lighting stores oversupply today, this new concept of investment is increasingly accepted and respected by the majority of professional selling places. The channel is on the left and the marketing is on the right. For the investment promotion and operation of the store, both are indispensable.
The innovation model is highly respected. For lighting manufacturers, when choosing a professional lighting store, in addition to focusing on store size, geographical location, store positioning, government background, related supporting facilities, property rights model, etc., marketing planning and professional services are also the most concerned. . Therefore, a strong marketing team and a high-end planning team are necessary conditions for the success of professional stores.
Why is the marketing model of lighting lighting professional stores so concerned? One of the reasons is that at present, the operation mode of the store is still in a simple and extensive stage of business, and the homogenization of the operation mode is very serious. Industry veterans said that in the past two years, some of the stores that fell, they did not die in the hands of competitors, but died in their own hands. The second reason is because the marketing model of the store is inseparable from the pre-sales investment, resident performance, post-management, and return on investment. It is quite a sign of Xiao He and defeat.
Although more and more stores are emerging and the scale is getting bigger and bigger, it is not difficult for industry professionals to find that the scale expansion or the increase in the number of such stores is only a spatial change, but there is no model. Any innovation, and thus the comprehensive competitiveness of these stores is very weak, it is difficult to stand the test of the market. Guo Xiu, Secretary General of Guangdong Semiconductor Lighting Professional Committee and Managing Director of Guangdong Guangbohui Investment Development Co., Ltd. said that in the design of the operation mode, the store as an operator should share the mentality and strive to share the development results with the owners.
Shanghai Lighting City introduces brand customers and high-end goods in the business district. The exhibition area introduces first-line enterprises to display new products and new technologies. The office area introduces service organizations and affiliated enterprises. The three regions promote each other, are related to each other, and integrate related websites and e-commerce. The platform forms a cyclical linkage between the functional area and the outside, ultimately creating value for consumers. In addition, Shanghai Lighting City also introduced e-commerce, combining the existing lighting professional website with the lighting city physical shopping mall to form a seamless connection between the network virtual circulation platform and the physical trade circulation platform, and extending the lamps infinitely through the network advantage. The city's trade functions and service functions.
The person in charge of Shenzhen South China City said that successful store operations include time, location, people and many factors, and there are also time divisions. Therefore, even prosperous stores must change according to changes in the environment, and they must constantly innovate and constantly explore the market potential so that they can stand out in many stores.
Service to new heights In recent years, the emergence, expansion, elimination, and upgrade of the professional lighting market have undoubtedly boosted the store service to a new height. As you can see, at present, stores with single service or missing services are under increasing operational pressure. In the process of the entire investment and operation of the store, the service is also an inevitable task.
At present, the traditional professional wholesale market, which is based on a single collection of rents and is dominated by the business model, is no longer mainstream. Jiang Guang, executive deputy general manager of Guangzhou Optics Valley, said that the service characteristics of the store are the key factors in the industry, based on customer demand and service as the core competitiveness, creating high-end win-win for merchants, owners, buyers and the industry. The exhibition trade platform has become an inevitable trend in the development of current lighting stores.
It is reported that in terms of store services, Guangzhou Optics Valley aims to build a light service platform and propose innovative five-hearted services, including: helping buyers and distributors to ensure good product quality and ensuring peace of mind in Guangzhou Optics Valley; Merchants, dealers to purchase more cost-effective goods, to ensure that Guangzhou Optical Valley procurement and peace of mind; Third, to help buyers, dealers to provide technical and design support services, to ensure peace of mind to Guangzhou Optical Valley; Fourth, to help buyers, The dealers provide one-stop service for purchasing, ensuring that Guangzhou Guanggu purchases are intimate; the fifth is to help buyers and distributors understand the industry orientation of new products and new technologies, and ensure the purchase of Guangzhou Optical Valley.
Jiangmen Guangbohui said that it will build six innovative public platforms to form a complete service package. In addition to providing trading services such as procurement and distribution, engineering applications, Jiangmen Guangbo will also provide e-commerce, logistics and distribution, financial services, technology research and development, publicity and promotion, information services, talent incubation, cultural entertainment and other supporting services to profoundly interpret the store. The importance of the service.
Han Zonghuai, chairman of Shanghai Lighting City, said that the competition in the lighting store will definitely intensify with the fierce competition in the lighting market. Then, who is the first to change, who will innovate the operating model, who can provide a fast transaction and cheap to merchants and manufacturers. For trading and convenient trading platforms, who can provide consumers with a market with elegant shopping environment, first-class store decoration and perfect after-sales service, who can laugh at the end.