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Should LED lighting manufacturers push "explosive" products?

TIME:2016-7-5 1:32:06  PV:1397

 The vigorous 6.18 e-commerce war has calmed down, and there are various signs that many enterprises have also participated in order to snipe at e-commerce, turning this day into a "mid-year online shopping carnival". Coincidentally, this is also the procurement festival of Huayi Plaza, which triggered the follow-up of Starlight Alliance, Baisheng and other stores.

  In the shopping festivals organized by major supermarkets, in addition to more prizes and discounts than usual, some manufacturers have also launched different hot items to attract people in order to cooperate with the stores to increase sales. In the lighting industry, this is also full of gunpowder, and many brands such as NVC, Fozhao, Meike, Qilang, and Kinder have joined the battle. Ever since, the use of explosive models to increase sales has spread quietly in the industry, and the marketing thinking of explosive models has also entered the planning projects of major brands, and various wrestling and collaborations have been carried out secretly...

LED照明厂商到底要不要推“爆款”产品?


Should LED lighting manufacturers push "explosive" products?

Creating explosive models is a "double-edged sword"

  If you don't keep up with this wave of trends, companies are likely to face the danger of being out of business. A few days ago, the author was visiting the market, and was surprised to find that there are three main ways for most merchants to create explosive products, and the results are different.


一、Hot sales

  It means launching the best-selling products at present, and attracting more popularity by creating explosive models. For example, through a lot of market research, Meike chose the plastic-coated aluminum bulb A6010W as the hot product. This kind of product has a high sales volume and is in short supply. Due to the herd mentality, it will attract more buyers and generate more profits.

二、Concept explosion

  It means to test the market reaction by passing the concept product through the situation of special price explosion. Taking Pinxin Lighting as an example, during the 2016 Guzhen Lighting Fair, the latest generation of intelligent control system packages were launched, and they were strongly promoted through the situation of special sales. Let more dealers and consumers understand through attractive experience prices, eliminate the sense of distance of concept products, and pave the way for the subsequent creation of real "explosive models".


三、Hot sale

  It means that some manufacturers sell slow-moving products at special prices in order to clear their stocks, forming low-priced explosions in a short period of time. This can indeed have the effect of clearing the inventory in the short term, but it will also face the "embarrassment" that no one cares about it because it is out of date.

 To sum up, people can’t help but think about it. When relying on popular products to attract the attention of many users in a short period of time, behind each popular model, the most important thing is to predict product selection, how to set prices, how to contact suppliers, and carry out For secondary sales, etc., we must always pay attention to supply chain issues. In addition, the backlog of goods left after wrong predictions may also slow down the pace of enterprise development. It can be seen that the detonating power of explosive models is still a "double-edged sword".

Returning to the product is the truth

  The product is the essence of the explosion. It is more appropriate to use the "Tao and Art" in traditional Chinese philosophy to explain. That is, products are the way and marketing is the art. Art is in harmony with the Tao and complements each other; art is contrary to the Tao, and each sees its own harm; if you have the Tao but lack the skills, you cannot make the best of it; also!

  "High prices can't sell quantity, and low prices can't sell quality brands." This has become the biggest confusion for dealers at present. "In addition to the promotion of popular products, we will also launch promotional activities on new products and key holidays. It can be seen that popular products are just a means, and building a brand is the goal. Today, consumers are paying more and more attention to quality, and the product itself is king. No matter what method is used to create the hot style, without excellent quality, it will become a passing phenomenon." The person in charge of Jinda Lighting said.

  Do your own things and take the initiative to create explosive models. There are two major advantages of making products by yourself: one is uniqueness, which cannot be easily copied by others; the other is high quality, making your own brand, controlling the quality of products throughout the process, and it is easier to gain the trust of consumers. In the final analysis, it is still a gimmick to use the quality to retain the short-term attracted customer groups, form a fan effect, and increase brand awareness, which is the long-term solution.


Online and offline integration, from substitution to complementarity

  Whether it is "Internet+" or "+Internet", the essence is to realize the reality of enterprises and the strengthening of physical enterprises. Only the combination of virtual and real can complement each other's advantages and achieve coordinated development. In the just-released 618 promotion report card, the top five brands of lighting products are Opple Lighting, NVC, Philips, Moon Shadow Kryton, and Panasonic.

  Build seamless channels to achieve online and offline integration. Taking NVC as an example, in addition to the transformation of LED technology, it has also established an O2O online to offline marketing system, shifting its focus to the Internet and establishing a digital marketing system. In order to enable e-commerce and traditional stores to prosper together, NVC Lighting strives to combine online and offline brand advantages, through online and offline interactive drainage, upgrade and change traditional marketing methods, and give full play to the actual store sales experience and service advantages. Leveraging the advantages of the mobile Internet, it can further assist dealers in deepening the market, serve consumers, and further enhance online and offline service capabilities.

  Only by opening up online and offline systems such as e-commerce, logistics, after-sales service, marketing, and big data, can we truly realize a game of physical and virtual chess, and achieve complementary advantages and go hand in hand. Going slow is not necessarily a bad thing. More importantly, enterprises can settle themselves in an impetuous atmosphere, continue to innovate, and do things that are more valuable to society.

  Dazzling hot products and endless publicity methods have caused the industry to think about "hot thinking": Is it a price war? Or is it giving up quality to offset sales? Behind the seemingly simple, it is actually the application of marketing, and it can also be a tactical application—— Amplify the price factor. So how to locate the hits? How to set the profit? How to guarantee the secondary sales? Please listen to the voice of the industry.


Mode + Explosive Style + Crossover = The Way to Win

Cao Yinhua, Chairman of Arleigh Lighting Co., Ltd.

       What Ali Dengdeng understands is that hot products (group buying on platforms, products on sale on platforms) should be preceded by two words. The full name is brand hot products, which are oriented by quality and cost performance.

  At present, among the three major sections of Ali Deng Deng, two of them are related to popular models. One is group buying every Tuesday, which is expected to account for 30% of sales in the future; There are many, and each one is being tried.

  In the future, the lighting industry will no longer have huge profits. The home appliance industry is the future of the lighting industry, and the era of going it alone has passed, and the future is the era of platforms. Traditional enterprises are under pressure in the first half of this year, Baotuan + Internet + capital will undoubtedly promote performance growth.线上宣传,线下销售
Wang Jun, General Manager of Shanxi Operation Center

  From the special feast of online e-commerce to the online and offline linkage, we have always insisted on normalizing the "explosive style thinking", focusing on promoting cost-effective products, promoting them online and selling them offline. In fact, there are posters, single pages, X display racks, banners and other publicity modes for popular models. The overall environment in the first half of this year is not good. The Taiyuan market is facing demolition, and consumers are very confused. However, Juhao's composite model has done very well, attracting many customers, and has also launched a variety of explosive models, which received strong response from consumers and distributors, and the stock was quickly sold out. In addition, this year's overall plan is not only to increase sales in the original channels, but also to develop new outlets to increase overall sales. The company promotes it vigorously on platforms such as Tmall and Taobao, but only sells it in physical stores, and unifies the national sales price, which is more beneficial to dealers.


Create explosive models from the perspective of consumers

Jin Kai, General Manager of Top Pearl Anhui Operation Center

  The popular model positioned as the top pearl is Qingfang (Changfang), with a retail price of 786 yuan. This product features a thick chassis, simple and elegant style, and high cost performance. Explosive models accounted for about 5% of sales. The reason why this product was chosen as a hot item is that it is mainly promoted by dealers, and the second is that this lamp conforms to the aesthetics and consumption habits of local people, and it is the crystallization of the combination of the market and manufacturers. Not only in physical stores, but also on online platforms to promote at the same time, implement unified online and offline prices, and give small gifts to promote sales. In the first half of the year, due to the impact of the general environment, the performance of Top Pearl was quite satisfactory. In the future, it will increase product display, update products, and train shopping guides, as well as strengthen the development of channels.

Use the explosive model to promote sales

Tan Youdong, General Manager of Mingpai Lighting Yunnan Operation Center

  In order to cope with the competitive environment of the economic downturn in the past two years, the company has recently launched a hot style - economic downlight series. Under the premise of ensuring luminous efficiency and service life, it is suitable for some large-scale projects with high economic requirements for products. At present, the sales of popular products in the store account for 5% to 8%. Now many merchants will use the explosive model to attract consumers with the advantages of one or two single products or a certain series, and show lower-level distributors products with high cost performance, especially price as the main advantage.

  In terms of sales promotion, we are currently relying on traditional channels to infiltrate, and we will also try to periodically launch different categories of popular products, giving sub-distributors more personalized, more cost-effective product portfolios, and greater profit margins. This is unavoidably a good strategy to retain customers in an environment where the overall industry market is not good. In the second half of the year, we will optimize the product structure and focus on commercial lighting modules, increase the sales proportion of commercial lighting products, provide good services, and seek new growth points.


Explosive products must be unique

Chen Genbin, general manager of Chongqing Genzhi Trading Co., Ltd.

  At present, in the main city of Chongqing, the popular 86-inch borderless super-large switch socket of Yadian A38 is mainly promoted, and the popular 118-type borderless super-large board of A87 and A81 is mainly promoted in districts and counties. The main highlight of this product is the 4.7-inch borderless super-large board design, which is It is the first in the industry, so this product is chosen as a hit, and its sales account for more than 70%. The normalized publicity methods are quarterly large-scale promotional activities, monthly small meetings and daily WeChat push, as well as participation in exhibitions, designer electrician meetings, shopping guide meetings, WeChat groups and circle of friends.

  In the second half of the year, business personnel will mainly rely on the development of customers in prefecture-level cities and the maintenance of old customers to improve performance. The overall industry was relatively weak in the first half of this year, but I have great confidence in Yadian Switch.

Explosive models & improved services to respond to the market

Lin Jinping, Chairman of Fuzhou Sanqiao Lighting

  The company chose the two series products of Robe Electric L86 and K86 as the explosive models, which are characterized by ultra-thin frames, safety, and meet the needs of the public. In response to the detonating promotion of hardware and building materials manufacturers, we selectively visited customers in a carpet-like manner in the promotion, which consolidated the brand position of Robe Electric and achieved the expected results. Nowadays, merchants have been complaining that business is not doing well, hoping to launch explosive models to promote sales and improve services. In the first half of this year, business has declined compared to previous years. Businesses are seeking changes and improving their own advantages to cope with market changes. Nowadays, the homogeneity of products in the market is serious, so we can only win in the detonating promotion differentiation, so that we can base ourselves on the diversification of the times. In a word, we still need to: improve quality service, speed service!


Explosive models must be cost-effective

Gu Junhua, General Manager of Nanchang Hualinhui Lighting

  There are many popular products in the store. Take Tianlun T8 three-color LED tube, which has been promoted recently as an example. This product has the characteristics of no flicker, waterproof, and anti-mosquito. The light tube does not need to be replaced immediately, and the home is still bright. Product sales are booming and stable. In terms of hot style positioning, it should have certain characteristics, quality, price, after-sales, service, etc. have high cost-effective advantages in the market. In the popular activities promoted, it is basically carried out on a regular basis, and there will be some extra surprises in different festivals. The hot sale was promoted through leaflets, magazines and new media, and the effect was obvious. In the first half of this year, the overall feeling is that the market is still very weak, and the partners in cities and counties are also facing the same problem. In order to cope with the changes in the market, we start from two aspects of channels and products. On the one hand, we maintain the customer relationship with the original distributors. On the other hand, we continue to optimize the product structure and improve the cost performance of products in terms of quality and service.


Promote popular products both online and offline

Zhang Baowei, Marketing Director of Baisheng Lighting

 June 18th is a big mid-year promotion, and all major companies and distributors are trying their best to engage in promotions to boost the overall sales performance. In the "6.18" this time, we launched the "Guozhiguang 4.9 yuan downlight". This popular model is cost-effective, and it is about 2 yuan cheaper than the market price under the same quality. In the past two years in the northern region, the sales volume of downlights is far greater than that of spotlights, and the market is getting bigger and bigger. The downlight launched this time will be a popular product for one year, and the reputation of "Guozhiguang Lighting" will be improved through online and offline promotion methods such as local magazines and WeChat public platforms. Furthermore, secondary promotions will be carried out through bundled marketing, conference marketing, and invisible channel development. Through the recent establishment of the standard flagship store of "Guozhiguang Lighting" in Linyi, the formation of the corporate team, the comprehensive development of the Shandong market, the increase in the coverage of standard image stores and the launch of popular models, it is believed that there will be better performance in the second half of the year.


Choose popular items to make explosions

Liang Chenguang, general manager of Qianhua Lighting Hainan Operation Center

  Qianhua Lighting focuses on modern home furnishing products. The most popular products recently launched are modern home lighting products made of anti-rust alloy, aluminum, wood, etc. The product style is very popular with the public. This year, many businesses are also very optimistic about modern home lighting. This year Hainan's real estate and decoration industries are booming. No matter in Haikou or cities and counties, there are more and more commercial houses and self-built houses for residents. Many consumers are particularly interested in modern and simple home lamps. Regardless of the distribution channel or the decoration company, Qianhua Lighting's explosive models have obvious advantages in terms of cost performance. From the second half of the year, we will speed up our efforts in market development and better promote our brand influence.

Use hot money to achieve the purpose of destocking

Liu Chao, General Manager of Nanyang Art and Lighting City

  At present, most merchants regard products with unsatisfactory sales volume as hot products, and usually deal with them through offline activities or special prices, and sometimes even sell them at a price lower than the purchase volume, in order to achieve the purpose of destocking. Our usual methods are discounts or gifts. There is no fixed standard for the reduction in the price of explosive products, and it depends on the actual situation. We will launch 2 to 3 hot items for each event, and the gifts given out are generally controlled at around 5,000 yuan. If some products sell well recently, we will also use this method to increase sales. This model works well and will continue to do so in the future. Stick with promotions this way.

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